By Kelsey Boudin
President and Founder, Southern Tier Communications Strategies, LLC
It’s been a few years, so I’m trying to shake off the Inbound Conference cobwebs. I’m excited to be back, even if “back” means sitting in my home office and enjoying Inbound 2020 digitally thanks to all this Covid chaos.
I have to say, HubSpot did a fantastic job organizing an all-online version of this annual pilgrimage for marketing, sales and business inspiration and enlightenment. But who would be surprised? That’s what they do best. (The interactive map of Boston including Fenway Park and an homage to Black Lives Matter were particularly strong touches for the culturally aware among us.)
No matter where you take in this terrific experience, the underlying point is to grow as a professional by hearing from the best minds in the business. Here’s Part 1 of my highlights from Day 1.
Power Your Pipeline with LinkedIn Sales Navigator
Sandra Long, LinkedIn Consultant, Post Road Consulting, LLC
LinkedIn is integral to my own marketing strategy at this startup, which I founded just a few short months ago out of my home. Sandra Long didn’t disappoint with her session on LinkedIn Sales Navigator. It’s not currently in my modest budget, but I appreciated Long’s rundown of the social tool’s prospecting functionality combined with insights on a friendly and personal approach to connecting.
“Show interest in other people, and they’ll show interest in you,” she said. LinkedIn goes beyond establishing connections that sit there in some untapped funnel of random “likes” and “celebrates.” Take the time to read and interact with prospects’ content and articles, the things they produce, the things they share, and get to know who they are on a VERY personal level. You’ll be more likely to get those fruitful meetings (sitting down for coffee or otherwise) that result in sales.
Banking on Yourself
Ariel Kaye, Founder & CEO, Parachute
Ariel Kaye described following her “gut and intuition” as one of her “superpowers.” Kaye’s spotlight session was close to my heart as someone who has taken a risk and ventured out alone into the world of entrepreneurship. While our businesses couldn’t be more different — her retail homewares versus my strategic communications — we couldn’t be more similar in staying true to who we are and standing behind a vision. It’s hard to do by yourself when the business world is so scary, but after listening to Kaye’s inspiring words, I’m confident the long hours and uncertainty will be worth it in the end.
Creating a World-Class Business YouTube Channel (and Actually Generating Leads)
Zach Basner, Director of Inbound Training and Video Strategy, IMPACT
I loved Zach Basner’s energy and insight so much that I immediately sent him a connection request on LinkedIn. Admittedly, I’ve done very little in the realm of video marketing. If you know me, you know I’m more of a wordsmith behind the keyboard. But I sincerely want to do video — for my clients and my own marketing endeavors.
Basner detailed the keys behind a surefire, buyer-focused video marketing strategy. I was excited to learn that strategy harnesses many of the same inbound marketing skills I’ve learned at various steps along my professional journey:
- Creating the right content based on buyer worries and concerns
- Using titles informed by the way a buyer would ask a particular question
- Using custom thumbnails (much the same way you’d use a feature image in a blog) that are branded and recognizable amidst all the white noise out there
- Using a specific and direct call to action, which offers value beyond the typical “call us for a free consultation” or “check out our white paper”
I left Basner’s session with a strong desire to improve as an educator in my industry — and intentions to research great lighting equipment!
The Definitive Guide to Content That Sells: 7 Essential Steps to Massive Results and ROI
Marcus Sheridan, President, Marcus Sheridan International/Partner, IMPACT
I scheduled this session without recognizing the name. It took about two seconds to recall Marcus Sheridan as “the pool guy” — the face of inbound marketing from those HubSpot Academy videos I first watched in 2017. For those just catching up, Sheridan almost lost his pool business, his house, everything at the outset of the Great Recession, but made millions embracing inbound marketing and reaching buyers through helpful digital content. He’s now a world-renowned expert on everything content marketing.
Sheridan advocated for publishing content amounting to a “learning center” on your organization’s website and digital sphere. The types of content here can break away from the traditional blog-first model:
- Curated articles
- Video library
- Guides
- Podcasts
- Downloads
The tactics remain much the same: getting away from “fluff content” and focusing on solutions to buyers’ problems. He also noted that digital marketers and sales teams shouldn’t shy away from costs and comparisons with competitors. As Sheridan’s aptly titled book asserts: “They Ask. You Answer.”
