1.
INBOUND 2015
CRUNCHED
Compiled by your friends at:
www.earnest-agency.com
#inbound15

2.
The HubSpot Inbound 2015 Conference
www.earnest-agency.com
• September 8-11th 2015
• Boston, MA
• http://www.inbound.com/
• #inbound15
• 14,000 attendees
• 6 inspiring keynotes
• 4 spotlight sessions
• Over 250 speakers

3.
We came, we saw, we crunched…
Image: © Kyle, Creative Commons

4.
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IT’S TIME TO THINK
DIFFERENTLY ABOUT
MARKETING…
Image stocksnap.io

5.
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Brian Halligan
CEO and Founder - HubSpot
Image @ Unsplash. Veres Gabor
“Market unto others as you
would have them market
unto you.”

6.
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Seth Godin
Author and Blogger
Image @ Flickr. Creative Commons.
“Build something that others will
want to wait in line for.”

7.
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“In marketing, being in the middle is
death. It’s no man’s land.”
Ray Wang, CEO, Constellation Research
Image @ Flickr. Creative Commons.

8.
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TO AVOID MEDIOCRITY,
TAKE MORE RISKS
Image @ Unsplash – Brooklyn Morgan

9.
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Seth Godin, Author and Blogger
Image @ Flickr. Creative Commons.
“Only a fool does something for
the first time and thinks it’s going
to work.”

10.
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Ann Handley,
Chief Content Officer, MarketingProfs
Image @ Flickr. Creative Commons.
“The biggest missed opportunity
in content is playing it too safe.”

11.
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Joseph Jaffe, CEO, Evol8tion
Image @ Flickr. Creative Commons.
“If you want to create
your legacy, invest 10%
of your budget in things
that have no precedent .”

12.
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Ann Handley,
Chief Content Officer, MarketingProfs
Image @ Flickr. Creative Commons.
“Tell bolder stories:
Disrupt your industry’s fairytales.”

13.
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KNOW YOUR CUSTOMERS,
INTIMATELY
Image @ Flickr. Creative Commons.

14.
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“You’re not competing with another
company, you’re competing with
time and attention – even if you’re
in b2b.”
Ray Wang, CEO,
Constellation Research
Image @ Flickr. Creative Commons.

15.
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“Things have changed.
The power has shifted
from buyer beware to
seller beware .”
Dan Pink, Author
Image @ Flickr. Creative Commons.

16.
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Victor Milligan, CMO, Forrester
Image @ Unsplash – Aaron Burden.
“Segments are more formed by assumptions
and biases, than actual data .”
BUT BEWARE

17.
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APPEAL TO EVERYONE,
APPEAL TO NO ONE
Image @ Unsplash. Jordan Sanchez

18.
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Ann Handley,
Chief Content Officer, MarketingProfs
Image @ Unsplash. Josh Felise
“Your brand voice
can attract and
repel: Attract the
like-minded.
Repel the timid.”

19.
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“Insane honesty actively
alienates the people
who are least likely to
buy from you - chasing
out the dumb asses who
will waste your time .”
Doug Kessler,
Creative Director, Velocity
Image @ Earnest

20.
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Image @ Unsplash. Rowan Heuval
UNDERSTAND WHAT
REALLY MATTERS

21.
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Rohit Bhargava
Author and Entrepreneur
Image @ Unsplash. Elijah Hail
“Nobody wants
content.
They want stories
and experiences.”

22.
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Dharmesh Shah,
CTO and Co-Founder, HubSpot
Image @ Unsplash – Mayur Gala
“While others make noise, quietly
create value. While they fight for
attention, just follow your heart.”

23.
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Dan Pink
Author
Image @ Unsplash – Davide Ragusa
“If B2B buyers
know the problem
they face, they
don’t need you.
You need to see
what’s coming and
identify hidden
problems.”

24.
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Ray Wang
CEO, Constellation Group
Image @ Unsplash – Daniela Cuevas
“We need to move from customer
journeys to choose your own adventure.
Personalisation is about enabling people
to self-direct their own journeys.”

25.
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“Loyalty structures are changing – from
‘captured to committed’ customers to free agents
who will move if there’s a bad experience.”
Victor Milligan
CMO, Forrester
Image @ Unsplash – Mikael Kristenson

26.
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“SEO is not something you do any
more, it’s what happens when you
do everything else right.”
Chad Pollitt
VP of Audience, Relevance
Image @ Unsplash – Siyan Ren

27.
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BE DIFFERENT,
BUT BE REAL
Image @ Flickr. Creative Commons.

28.
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Joseph Jaffe, CEO, Evol8tion
Image: Flickr – Creative Commons
“It’s hard to be a
renegade if that
authenticity isn’t
there.”

29.
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Ann Handley,
Chief Content Officer, MarketingProfs
Image: Flickr – Creative Commons
“If you covered up
your logo, would
you recognize you? ”

30.
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Marcus Sheridan, The Sales Lion
Image: Flickr – Creative Commons
“Frustration is the F-word of the
Internet. As soon as someone feels
like you’re not being transparent,
they stop trusting you.”

31.
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Bill Macaitis, CMO, Slack
Image: Flickr – Creative Commons
“The death of SaaS is when you
continue to add feature after
feature – especially when people
signed up because you were so
easy to use.”
SIMPLICITY
MATTERS

32.
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Eric Klinenberg,
Sociologist and Author
Image: Flickr – Creative Commons
“The problem of
choice: we have so
many choices in the
world of social media
that we don’t know
how to make a good
decision.”

33.
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Robert Scoble, Futurist, Rackspace
Image: Flickr – Creative Commons
“Companies that
reduce friction win.”

34.
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Michael A. Cusumano,
Professor, MIT,
Sloan School of Management
Image: Flickr – Creative Commons
“You need to ask
yourself, what is
occurring now that
may transform your
business in the future.
What is the inflection
point, the 10x change?”
ALWAYS KEEP AN EYE
ON THE FUTURE

35.
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Michael A. Cusumano,
Professor, MIT,
Sloan School of Management
Image: Flickr – Creative Commons
“Strategy-wise, identify what
‘resources’ might become ‘almost
free’. And what will be scarce.”

36.
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Dharmesh Shah, CTO and Co-founder, HubSpot
Image: Flickr – Creative Commons
“Marketers should spend
less time reporting the
numbers and more time
making the numbers.”
CHANGE THE WAY
YOU OPERATE

37.
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Marcus Sheridan, The Sales Lion
Image: Flickr – Creative Commons
“When people say ‘I don’t
have the time’, they really
mean they don’t think it’s
important enough.”

38.
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Seth Godin, Author and Blogger
Image: Flickr – Creative Commons
“We spend way too much
time in meetings waiting
for others to take
responsibility.”

39.
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“All the words we use for
marketing to customers
are adversarial terms:
Targeting.
Branding.
Acquisition.
Why is that?”
Joseph Jaffe, CEO, Evol8tion
Image: Flickr – Creative Commons

40.
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Victor Milligan, CMO, Forrester
Image: Flickr – Creative Commons
“CMOs need to go beyond just
messaging & brand. They need
to be looking at data,
CX, product development
& operational transformation.”

41.
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Chad Pollitt, VP of Audience, Relevance
Image: Unsplash– Pablo Garcia Saldana
“Only 38% of marketers
believe they’re using
content effectively.”

42.
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Marcus Sheridan, The Sales Lion
Image: Unsplash – Dominic Schroder
“Inbound marketing and sales
is a culture change, not a
marketing programme .”

43.
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Jon Ronson, Journalist and Author
Image: Unsplash– Thong Vo
“4% of CEOs and
business leaders
are psychopaths .”
KNOW THAT OTHERS WILL
STAND IN YOUR WAY

44.
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Brene Brown, Researcher and Storyteller
Image: Unsplash– Chris Sardegna
“If you want to change
people’s behaviour, you
better speak to their
emotions .”

45.
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Marisa Smith, MD,
The Whole Brain Group
Image: Flickr – Creative Commons
“Build your
company around
the structure you
want, not the
people you have.”
HIRE GREAT PEOPLE

46.
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Bill Macaitis, CMO, Slack
Image: Unsplash– Olu Eletu
“Empathy, courtesy
and craftsmanship.
They’re the values we
live by – and what we
look for in the people
we hire.”

47.
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EMBRACE A NEW WAY
OF SELLING
Image: Unsplash– Breno Machado

48.
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Brian Halligan,
CEO & Co-Founder, HubSpot
Image: Unsplash– Jonathan Velasquez
“We need to unsuck
the sales industry.
The sales playbook is
broken…
We want to
transform the way of
selling to reflect the
way people buy.”

49.
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Brian Halligan, CEO & Co-Founder, HubSpot
Image: Unsplash– Matthew Clark
“Today’s selling is about a
partnership not a power
struggle. It’s about building
trust. Being helpful not hostile.
Today’s selling is inbound not
outbound.”

50.
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Brian Halligan
CEO & Co-Founder, HubSpot
Image: Unsplash– Jones Vincent
“Sell unto others
as you would
have them sell
unto you.”

51.
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Seth Godin, Author and Blogger
Image: Unsplash – Thomas Lefebyre
“You have to be the
person that says:
‘I am going to do this’
not ‘Is this my job?”
IT’S IN YOUR HANDS

52.
That was Inbound 2015 crunched by:
www.earnest-agency.com
earnest-agency.com
@earnestagency
And a big thank you to:
HubSpot