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Summary of Inbound Marketing Conference 2016
Conference held Nov 8 – 11, 2016 in Boston
by Jimmy Smith, Jan 2017
Inbound 2016 was an excellent digital
marketing conference
• Summary of Best Speaker/Sessions Follows
• I selected session...
Keynote with Gary Vaynerchuk
CEO of VaynerMedia, NYT Bestselling Author
• Importance of Creativity
• We are all battling f...
Could a Robot Create Your Content?
Carmen Simon - Cognitive Neuroscientist, Rexi Media
• Algorithms are everywhere we turn...
Origins of the Marketing Intelligence
Paul Roetzer - CEO, PR 20/20
• The many things artificial intelligence
(AI) can do t...
Brian Halligan Keynote
Co-founder of HubSpot
• Match how you sell with how people buy
• The 2016 vs 2006 buying process:
•...
Dharmesh Shah Keynote
Co-founder of HubSpot
• More than 50% of shoppers start looking
for a product on Amazon
• To win at ...
Voice Search, Chatbots and Conversational UIs
Purna Virji - Senior Manager, PPC Training, Microsoft
• The future of search...
Rise of the Chief Marketing Technology Officer
Sheldon Monteiro - Chief Technology Officer, SapientNitro
• 7 key levers to...
How to Develop Your Inner Producer
Arvell Craig - CEO, Design That Speaks!
• Topic: How to get projects done that you’ve
b...
The Neuroscience of Decision Making
Carmen Simon - Cognitive Neuroscientist, Rexi Media
• We are at this conference becaus...
Why Inbound PR is the Future of PR
Iliyana Stareva - Channel Consultant, HubSpot
• What is Inbound PR?
• PR is media relat...
Design is Not Art
Austin Knight - Senior UX Designer, HubSpot
• Art is about personal expression
• Art has intrinsic, inde...
How to Keep Up With Google in 2017
Rand Fishkin - Wizard of Moz, Moz
• What Marketers Must Do Differently in the Years Ahe...
How to Keep Up With Google in 2017
Rand Fishkin - Wizard of Moz, Moz
• #3 Use Searcher Intent to Break Through
• Google is...
Scientific Secrets of Superpowerful Storytellers
Amina Moreau, co-founder Stillmotion
• We're not trying to convince peopl...
Summary of Action Items for My Company
• Make emails as targeted as possible
• Use social media for high-level awareness
a...
Other Discussion Points for My Company
• Are there industry influencers we could
work with more in digital marketing?
• Ho...
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Inbound Marketing Conference 2016 Summary

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Inbound 2016 was an excellent digital marketing conference. A summary of some of the best speakers and sessions follows. I selected sessions based on personal preference and what I thought would be of value to my company. With few exceptions, I got many ideas and great value out of each session.

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Inbound Marketing Conference 2016 Summary

  1. 1. 1 Summary of Inbound Marketing Conference 2016 Conference held Nov 8 – 11, 2016 in Boston by Jimmy Smith, Jan 2017
  2. 2. Inbound 2016 was an excellent digital marketing conference • Summary of Best Speaker/Sessions Follows • I selected sessions based on personal preference and what I thought would be of value to my company • Tip of the Ice berg • More information available about speakers and topics • Many of the sessions were video recorded • I can also provide the PowerPoint decks from many • In some cases neither video nor PPT deck is available in which case I’m just going off my personal notes  2
  3. 3. Keynote with Gary Vaynerchuk CEO of VaynerMedia, NYT Bestselling Author • Importance of Creativity • We are all battling for attention. • Once you have my attention, creative is the variable of success • His company stitched together a two- minute video making it look like Harry Caray was calling the final out in the Cubs World Series win. • It had 3 million views in one week. • Bulk email does not work. Stop it. • Make sure emails are as targeted as possible • “I bought these Nike shoes because of branding, not because of the CTR of a campaign.” • Social media platforms of today are the TV networks of yesterday • Use social media more for high-level awareness and brand building campaigns • Influencer marketing. Do it. Find the big players. • If you don’t put yourself out of business, somebody else will. • You have to evolve your products and services. • Always be solving the customers pain points • Think: what is the customer hiring our product to do? (from Clay Christensen) 3
  4. 4. Could a Robot Create Your Content? Carmen Simon - Cognitive Neuroscientist, Rexi Media • Algorithms are everywhere we turn. • Guy in dating service exchanged emails for 4 months. Later found out “she” was a robot. • Bots that can write content are emerging • Computer that compose music so well you can’t tell that a robot wrote it • Are you building “hand crafted” content or “robotic” content? • Hand-crafted takes longer but connects with the audience • Techniques to create content that are uniquely human • 1) Disrupt the pattern the brain is expecting • 2) Add unique style to your writing • 3) Make room for the unpredictable 4
  5. 5. Origins of the Marketing Intelligence Paul Roetzer - CEO, PR 20/20 • The many things artificial intelligence (AI) can do these days… • Write reports: The AP now writes most earnings reports by machines • “Natural language generation” • Tell Stories: Epagogix is algorithm that will analyze a move script and predict how much money it will make. • Even recommends plot lines to improve it • Facial Recognition: Apple has a feature to automatically recognized people, dogs, Legos, etc. without having to tag the photos. • Pull Insights from Data: IBM Watson analytics will look through your data and find a story to tell about it • Search: Google announced that it is an AI company several years ago • Diagnose Illness and Prescribe Treatment: Mayo Clinic cancer patients analyzed by Watson found hundred cases where doctors missed important treatments • How we will use AI to augment marketing productivity • Humans have access to mountains of data but we have a finite ability to process it • AI must be given data but then have almost infinite ability to process it and deliver recommendations (and do it faster and cheaper than humans) • What to look for in the (near?) future • Marketing intelligence engines that process data and recommend actions to improve campaign performance 5
  6. 6. Brian Halligan Keynote Co-founder of HubSpot • Match how you sell with how people buy • The 2016 vs 2006 buying process: • Buyers have MANY more choices • Much more competition for each customer • How do they learn? Old school = reading. Today = watching video. • “Don’t just get a blogger, get a videographer” • In 2006, Social media was the drive-through lane. Now social media is their favorite internet café where they stay for hours. • Provide engaging content that informs and builds the brand • Yesterday, search helped people find answers. Today Google gives them answers. • “The salesman should augment the website, not the other way around.” • Cold calls are dead. Email is not. • “Don’t incentivize account managers to get more sales, incentivize them to increase customer satisfaction.” • The 2016 vs 2006 buying process cont: • People expect to get some value before they buy your product. • “Don’t strive to extract value from the customer but rather to add value to the customer” • Top sources of information today: • 1: word of mouth • 2: media articles • 3: customer references • 4: vendor authored materials • 5: analyst reports and recommendations 6
  7. 7. Dharmesh Shah Keynote Co-founder of HubSpot • More than 50% of shoppers start looking for a product on Amazon • To win at SEO you have to be good at HEO (Human Enjoyment Optimization) • Does your website provide an enjoyable experience for users? • Messaging apps (WhatsApp, Slack, Facebook Messenger, WeChat) are outpacing the growth of social networks • GrowthBot • It’s a chat bot that HubSpot Labs is working on for sales and marketing • Ask it a question and it can look up data and return summaries in natural language • GrowthBot can integrate with your CRM. • It can monitor results and take action • Can also be configured to be customer facing • “Decades ago, business started building websites, soon, they will start building bots” 7
  8. 8. Voice Search, Chatbots and Conversational UIs Purna Virji - Senior Manager, PPC Training, Microsoft • The future of search is now: Visual, Smart, Vocal • Visual search • Users are 80% more likely to engage with content that has relevant images • Use images that add value and relevant information rather than fluffy pictures used to make the page pretty • Virtual reality app that let’s women see what clothes will look like on themselves • Captionbot.ai website will describe the photo you upload. • Smart Search thru chat apps • 2.5 billion people using messaging apps • Bing has a chatbot powered by search • Microsoft has prototype glasses that describe what is going on around you • Video of these glasses describing the world around him to a blind man • Vocal Search • By 2020, 50% of search will come from voice • We use more intent words in voice search • SIRI and Amazon Echo can interface with Venmo, Uber and other apps for you. • To find out what users search for by voice… • look at organic search keyword filtered by mobile device (not exact, but a good start) 8
  9. 9. Rise of the Chief Marketing Technology Officer Sheldon Monteiro - Chief Technology Officer, SapientNitro • 7 key levers to reinvent marketing with digital at the core: • 1. Experience: move from customer focused to focusing on the customer experience • Companies that focus on the user experience are the fastest growing brands • Customer experience leaders out perform the laggards by 35% over 8 years • 2. Marketing: move from mass marketing to precision marketing • It is not sufficient to yell your brand message • 3. Commerce: move from single point solution to omni-channel commerce • 4. Ecosystems: move from individual products and services to integrated ecosystems • 5. Data: move from backward looking data to real-time and forward looking data • 6. Enterprise IT: from industrial to multi-speed IT • 7. Organization: from silos to collaborative organizations • Be prepared for disruption • An S&P 500 company is being replaced every 2 weeks, on average • Marketing is changing because customers are changing 9
  10. 10. How to Develop Your Inner Producer Arvell Craig - CEO, Design That Speaks! • Topic: How to get projects done that you’ve been putting on the back burner • Marketing DNA measures your preferences in four sliding scales: • 1. Alchemist (starter, creative) to Producer (finisher, wants structure) • 2. Text (words written, spoken) to Images (Photoshop, video, a visual person) • 3. Comfortable Live (networking) to Recorded (wants everything polished) • 4. Empathy (understands wants, needs, emotions) to Analytical (data and stats) • Find your Marketing DNA and commit to it • Beating Resistance • Giving in to resistance stunts your growth • 1. Start small. Build momentum • 2. Don’t let originality slow you down. • 3. Allow for failure • Failure gives you experience. Learn fast. • 4. Minimize decisions • Develop good routines • 5. Disconnect from all forms of media 10 • Habits that increase productivity: ‒ “No one has a discipline problem, you have a habit problem.” ‒ 1. Stay in your lane (Marketing DNA) ‒ 2. Find accountability. » Ask others to hold your feet to the fire ‒ 3. Pick a complimentary partner who has skills you don’t and will compliment you ‒ 4. Separate creating from shipping. » Create daily but do not necessarily ship daily ‒ 5. Airplane mode. » Relocate to be by yourself. ‒ 6. Capture existing content or interactions for future use and publication ‒ 7. Reward every win. Weekly milestones. ‒ 8. Remember the “Why” » Your reasons. How is it tied to your values?
  11. 11. The Neuroscience of Decision Making Carmen Simon - Cognitive Neuroscientist, Rexi Media • We are at this conference because we want people to move in our direction • Brain decides to move in only three ways • 1. Reflexive. Automatic. Hot stove. Subconscious • 2. Habitual. Actions that have served us well in the past. You know what has worked. • 3. Goal-Oriented. Making a decision in light of new information. • Requires the most cognitive energy. • Stay top of mind by using to peoples’ reflexes, habits, and goals • Reflexes • Physical properties and aesthetics are the way to appeal to this in marketing • Attention paves the way to memory • Professor had woman with crying baby in class. Instead of getting mad, he held the baby throughout class. It was a very memorable lecture • Simplifying is done at the expense of memory • Habits • The more the habits forms, the less cognitive energy required • Appeal to habits to make it easier for them to move toward you • Goals • Memory is about the future, not past • Memories help us make better decisions • Consider devaluing a goal (like poison in the cheese that makes a mouse sick) to change habits • We share content here (A) hoping consumers will remember and act there (B) • Give people cues that trigger memories to help them do what you want • Food pyramid printed on a plate 11
  12. 12. Why Inbound PR is the Future of PR Iliyana Stareva - Channel Consultant, HubSpot • What is Inbound PR? • PR is media relations, and media has evolved with digital • Earned media (news), Paid media (ads), Shared media (social), Owned media (blog) • Inbound marketing model applied to PR: • Attract (Blogs, SEO, Social, Press Releases) • Convert (forms, landing pages, CTA, Newsroom) • Close (Email, Events, Exclusives) • Delight (Inbound Links, Social Monitoring) • Why Inbound PR? • 80% of purchasing decisions are made before ever speaking to a sales person. • People do their own research. • If you are not out there in the community/social, you won’t even be considered. • Traditional PR uses outbound methodologies and that reach is more and more limited. • 7 steps to get started with inbound PR • 1. Nail the stakeholder personas. • Do your research. Who are the influencers? • 2. Define their journey. • What challenges do they face? • 3. Create a content plan. • Persona --> Define questions and keywords --> Answer with content --> Publish everywhere • 4. Promote your content. • Use all media: earned, paid, shared, owned • 5. Do Inbound Media Relations. • Create remarkable content • Make it easy to get in touch with you • Create an Inbound PR newsroom • PRs, bios, whitepapers, case studies, media kit, factsheets, product/services guides, blog, social • 6. Nurture Your Media Leads • 7. Measure Results. • Measure outcomes, not outputs. 12
  13. 13. Design is Not Art Austin Knight - Senior UX Designer, HubSpot • Art is about personal expression • Art has intrinsic, independent value • Art is about provocation, friction • Art is about exploration, it is whimsical • Art is about appreciation • Art is reflective of creator • Art is about the artist • Art comes from internal data sources • Art is subjective • Art expresses creativity • Design is about use and function • Design has extrinsic dependent value • Design is about reducing friction • Design is about observation and iteration • Design is about function • Design is reflective of audience • Design is about the user • Design must utilize external data sources • Design is objective • Design leverages creativity 13 • Dangers of confusing design with art ‒ Something aesthetic but not functional will not succeed ‒ Something functional but not aesthetic may still succeed ‒ Artistic egos can do real damage to teams ‒ A designer practicing art is less likely to receive feedback • Benefits of keeping design and art separate ‒ Design decisions are verifiable with data and research ‒ Design brings together function and aesthetics to delight users
  14. 14. How to Keep Up With Google in 2017 Rand Fishkin - Wizard of Moz, Moz • What Marketers Must Do Differently in the Years Ahead • #5 Diversify traffic to Keep Earning Visits from Google • #4 Evolve Keyword Targeting to Match Google’s Sophistication • #3 Use Searcher Intent & SERP Features to Break Through Google’s Changing Results • #2 Create a Link Strategy That Scales with Decreasing Friction • #1 Searcher Engagement May Be the New Silver Bullet in Rankings • #5 Diversify traffic to Keep Earning Visits from Google • Google gets suspicious when they see that your site gets most of its traffic from them. • If 80% of traffic comes from Google, 80% of marketing efforts should be non-Google. • How is your presence on other major search engines • YouTube is the 2nd biggest search engine • Amazon is the most under rated search engine • #4 Evolve Keyword Targeting to Match Google’s Sophistication • More “answer boxes” at the top spot • Counter intuitively, “answer boxes” increase traffic to your site • Give people what they want, and they want more • For your site to become an “answer box”, phrase/format your content to match the *answer* users are looking for 14
  15. 15. How to Keep Up With Google in 2017 Rand Fishkin - Wizard of Moz, Moz • #3 Use Searcher Intent to Break Through • Google is masterful at understanding intent • Matching your content to searchers’ intent is more important than ever • Image SEO is valuable and doable. • It pays to generate visual charts • Keyword matching isn’t what it used to be • Though still very important • On-Page SEO in 2016 Requires: • 1) Intelligent keyword use in meta data • 2) Use of related topics to indicate relevance • 3) Serving KWs w/ matching intent on one page • 4) Thorough answers/solutions to the queries • 5) Unique value over other sites in the SERP • Moz has seen the emergence of content comprehensiveness trumping all other factors • #2 Create a Link Strategy That Scales with Decreasing Friction • Find points of friction (where you content isn’t getting traction) and inject hacks there • That doesn’t mean it is spammy or inauthentic, but it requires strategy • #1 Searcher Engagement May Be the New Silver Bullet in Rankings • We must focus on engagement and quality • If your site doesn’t satisfy, your results will decline • How do I sell “sous vide” cooking machines is the WRONG question • How to help people looking for “sous vide” cooking machines is the RIGHT question • Rank for long tail of topics, then you’ll be there when they are ready to buy • Long tail ranking requires lots of content relevant to valuable keywords and topics • User experience is cornerstone of SEO • Authoritative, comprehensive content • Uniquely valuable content • Loads quickly. Speed, speed, speed • Easy, enjoyable experience on every device • Encourage visitors to engage, share, and return • Avoid features that dissuade or annoy • Create an emotional response of awe, joy, anticipation, and/or admiration • Solve a problem or answer a question 15
  16. 16. Scientific Secrets of Superpowerful Storytellers Amina Moreau, co-founder Stillmotion • We're not trying to convince people of something. We're trying to make them feel something. • Don’t just tell people what to do but help them feel compelled to act • Story over stats • The story you tell is as important as the product you sell • Coming to their own conclusions • People don’t like being told what to think or how to behave. • Conflict is vital part of the story line • Don’t shy away from talking about the problems and go straight to the solution • The conflict, the problem, is an important part of the journey in storytelling. • Having meaningful conversations is a two-way street • Her calls to action for us: • Find a unique angle for your company • Develop and use personas • Choose a character to represent the concepts you're trying to convey • Highlight their desire • Explore the conflicts that stand in the way • Take your audience on a journey 16
  17. 17. Summary of Action Items for My Company • Make emails as targeted as possible • Use social media for high-level awareness and brand building campaigns • Provide engaging content that informs • Always be solving customers pain points • To connect with the audience by creating more “hand-crafted” content • Conduct periodic usability testing to find out what delights and what frustrates users about our website • Use images that add value and relevant information rather than fluffy pictures used to make the page pretty • Improve image SEO • Conduct voice keyword research project • Build an Inbound PR Newsroom • Develop and/or use personas • Build with business goals in mind on landing pages • They are not pieces of artwork to be admired, but rather tools to serve a purpose. • Boost YouTube and Amazon SEO • Expand and edit editorial content to become Google Answers • Develop content that matches the intent behind valuable SEO keywords • When someone searches for <keyword>, what do they want? What do we want them to see? • Measure and improve user experience: • Customer satisfaction survey for our website • Usability tests for key tasks on our website • Display different results types for the different keyword searches on our website 17
  18. 18. Other Discussion Points for My Company • Are there industry influencers we could work with more in digital marketing? • How can we produce more content that’s engaging and “hand-crafted”? • A: Hire, insource, outsource, etc. • What repetitive, manual marketing tasks could be intelligently automated? • Emails? Press releases? Etc. • What opportunities can we explore to get more out of our data through AI? • What marketing automation tools would we need to do that? • Should our presence on Amazon be optimized or augmented? • Even if only for facilitating product research • How can we capitalize on the emerging bots and intelligent messenger apps? • Does our 2020 strategy include facilitating voice searches? • “Siri: Buy 10 cases of _________.” • What can we do to make the online experience as excellent as offline? • Digital sales chat line? • Content that addresses customer pain points • Can we capture and publish content we are already creating? • Videos for the annual meeting • Presentations from product managers • What habits do our sales people have that we could use to encourage more usage of the website? • What physical reminders can we give customers and sales people to use eCommerce? • How can we help customers feel they’re part of a community journey together? • Authentic marketing that really connects • User groups or user conferences • How can we make our website more of a two-way street? 18

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