Savoir Faire is abuzz with preparations for Thursday’s Make Your Marketing Matter event, which will feature Brian Halligan, CEO of Hubspot, the leading marketing automation software company. Brian coined the term “inbound marketing” in 2005 to describe how he saw marketing changing along with the evolution of how we use the web.
We’re looking forward to hosting Brian in the 603 to talk inbound marketing with a group of business owners and marketers who are eager to learn how to connect with customers and prospects more meaningfully this year.
We asked Brian to get started a little early and answer a few questions about inbound marketing and what’s next for companies who want to make their marketing matter.
Savoir Faire: Let’s ease into this and start with something easy. You’re known for your flair for footwear, among other things. Do you have a favorite pair of sneakers?
Brian Halligan: I’m a New Balance guy–great Boston company and comfortable kicks that last.
SF: Love it! New Balance is a great local company. I’m guessing that the weather will require a more practical choice this week, but we’re hoping for some color! Do you have any predictions for marketing in 2015?
BH: More brands will think like publishers, and people will start thinking a lot more about extending the inbound experience to the world of sales.
SF: I have a publishing background and it makes perfect sense to me why companies would want to act similarly: people devote attention to their favorite publications on a regular basis. You mention “inbound.” In 10 words or less, can you define “inbound marketing”?
BH: Don’t rent attention from customers; earn it with remarkable content.
SF: That’s great. What objections do you hear from business owners when you introduce them to inbound marketing?
BH: That they lack the time or talent to execute what inbound requires—that’s why we invest a lot of calories at HubSpot into matching companies with content, communities, and partners who can help them execute effectively, and into making our product as intuitive as humanly possible. For example, our Social Inbox tool is designed to help marketers manage social in twenty minutes a day or less.
SF: With everything marketers have to accomplish these days, using our time effectively is paramount. What’s the most important question a business owner should ask before getting started with inbound marketing?
BH: How can I deliver value to my prospects, leads, and customers? If you start with that question, you focus on differentiating your content, answering your buyer’s top questions, and being truly relevant in your industry. My friend Marcus Sheridan offers some good advice for companies in this space here.
SF: I’ve seen Marcus present at the Inbound conference. He makes a great case. Can inbound work for any industry?
BH: Absolutely–inbound has powered transformational growth for companies ranging from pastor search to investment research to plastics and sheeting.
SF: Thanks, Brian. We look forward to seeing you in Manchester later this week.
