Today’s post is an industrial marketing ideas report from Inbound 2016 in Boston this week. These are my notes from founders Brian Halligan and Dharmesh Shah‘s presentation.

 

Brian

1. Now ad words are 100% above the fold
2. Facebook now has “Pay per lead” it’s a big change
3. Now we have 14 vendors versus 5 ten years ago
4. Paid content and content marketing go well together
5. Ten years ago the web site augmented the sales person. Today the sales person augments the web site.
6. Questions are the new keyword phrase
7. 50 percent of content needs to be video
8. Users want a self service environment with your brand
9. More people don’t have a phone on their desk. Please don’t leave a voice mail.
10. Start with the sale and work backwards.  The cold call is dead. Sales start with a personal email fron a sales rep, that sends 10 well thought out emails per day versus 100.
11. Today, customers expect value before the sale. Use a Casper mattress for 100 days before paying.
12. Always be closing, Is now always be helping
13. Emails. Less is more.
14. Cold calls. None is more.
15. Trials. A taste is more.
16. Sales reps still have the power and knowledge. But later in the sales process.
17. 58% of sales starts with customers talking with each other
18. 47% from media articles
19. Base commission, pricing and recurring revenue plan on customer success
20. Take dollars from marketing and spend it on adding value to your customer delight
21. Terrible time to be the incumbent. 50% churn at the top 500 world brands

 

Darmesh

1. 1994 internet founded
2. The reason google succeeded because they tracked the link graph. 3.5 billion searches per day.
3. Facebook has the private social person link graph. 2 billion searches per day.
4. Amazon has the product search link graph
5. The way to win at SEO is to focus on the HEO human engagement optimization
6. Soon text to audio will be human like
7. On mobile they use apps 80% of the time, not browsers
8. Messaging apps have more users than other apps.  Now Slack. Teams and Facebook Work
9. Messaging trust is stronger than email
10. Chatbots will be huge because the interface is human like. Hubspot building growthbots.
11. Ask Growthbot who are the law firms that use google apps in boston. Then add it to leads.
12. Growthbot.org and message. “inbound is awesome” and you will have access to the beta
13. His prediction is that AI will become more human like
14. We will have automous self driving marketing automation. The only problem will be having all the data in one place.
15. We can now wish for what we want and sometimes our wish is granted.