Use Data to Deliver Better Results and Drive Revenue in B2B Publishing

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Originally presented at HubSpot's 2015 Inbound Publishers Summit by John Yedinak What if you could aggregate your audience data into a unified database? John examines how you can make the most of your audience data through segmentation and personalization to drive engagement and revenue.

#HubSpotIPS
Use Data to Deliver Better
Results and Drive Revenue
in B2B Publishing
John Yedinak
President, Aging Media Network

Use Data to Deliver Better Results and Drive Revenue in B2B Publishing

Modern customers expect that it will be easy to learn about your product and buy it, but most of our go-to-markets do the opposite. We ask people to fill out long forms, we build complex qualification rules, we make it tough for prospects to talk to someone right now. In short, we put up barriers that solve for our companies instead of solving for our customers. At HubSpot, we’re mid-way through transforming our go-to-market to be customer centric. Learn what’s worked for us, what hasn’t, and what we’re building. --- Jon is VP of Marketing at HubSpot, helping to transform how companies market and sell. Prior to this, Jon led Marketing at Trunk Club, the personalized shopping service for men and women, and was the Head of Marketing for Klout, the social media influence measurement company. Jon has a background in improvised comedy and earned his MBA from the Harvard Business School. This is Jon Dick's #INBOUND18 presentation.

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