Article

Deepak Bisht
Deepak Bisht 5 December 2016

The Future of Marketing with Dharmesh and Brian at INBOUND16

When Hubspot's Dharmesh Shah and Brian Halligan took the stage at INBOUND16, they enabled the audience to peek into the future of marketing and left them baffled. From changes in the buying process to changes in technology, they talked about every aspect which is going to build the future of marketing.

If you were to describe Brian Halligan and Dharmesh Shah’s keynote at INBOUND16 in one word, what would that be? For us, the word was ‘futuristic’. While Brian started off with how the customers’ buying process has changed and will change in the next few years, Dharmesh gave us a glimpse of how technology will change to cater to these demands in the future. And their keynote address was a look at how all of these changes will affect us and our businesses.

You can, of course, take a look at Dharmesh and Brian’s INBOUND16 keynote. But what we’ll do here is put together some of the most important pieces of information that they shared. So the next time you are thinking about fundamental changes to your growth plans, you know exactly which aspects to focus on.

Ready? Let’s go!

Brian Halligan

Brian’s bit was all about some great insights from his research on how customers buy products, and how that’s changed from 2006 to 2016.

Social Advertising

Hubspoy-keynote-inbound16-1er-806x300.jpg

Today we live inside social media, or as Brian calls it, ‘Zuckerberg's world’. It’s like our favorite coffee shop where we spend a great part of our day. So of course, that is where all your marketing should be concentrated. If you are not interacting with your customers there, you might as well be not doing any marketing at all.

Paid Marketing

Hubspot-Keynote-Inbound-16-2.png

When we started off, inbound marketing was all about creating great content that offers value to your readers. It was about the width of your brain and not the width of your wallet. But in 2016, and in the coming years, content marketing is going to be about the width of your brain times the size of your wallet. It’s still about offering great value, and then taking it out to a great number of people.

Video Content

Hubspoy-keynote-inbound-16-3.jpg

A video is a more competent mode of connecting with your audience now. We all know there’s more chance of your content being consumed if it’s in the form of a video. And now there’s more proof with the launch of Facebook Live and Instagram stories. So in 2017 and in the near future, video marketing will be the name of the game.

Cold Calling

Hubspot-Keynote-Inbound-16-4.png

Brian analyzed a lot of sales, tracking them from the point where people think out buying till the time they actually make the purchase. And he did not find a single successful sale where the process had started with a cold call. Picking up the phone and talking to strangers just does not work anymore. And if you are still spending time and resources on it, it’s time to stop.

Buying Decisions

Hubspot-Keynote-Inbound-16-5.png

Your marketing and sales teams are what helps your prospect decide upon your product/service right? Yes, but they are not the only ones. A significant part of the buying decision is influenced by your existing customers and what they have to say about you. Whether you have new customers or not depends on how you treat your current customers. And that makes it all the more important to constantly deliver value.

We also took a shot at condensing the other highlights from Brian’s piece in this compact doodle.

bhalligan-rec.jpg

 

Dharmesh Shah

Dharmesh’s part of the keynote was all about technology, and how our interaction with technology is going to be the major determinant of how we grow our business.

The HEO Factor

Hubspot-Keynote-Inbound-16-6.png

Today, search is everywhere. It’s in your pocket, in your car, and in your ear (with the Apple ear pods). Google, Facebook, and Amazon combined, know everything about you. And all of that builds the engagement graph of what people are looking at and how much they like it, share it, engage with it. So the way to win at SEO is going to be via maximizing the users’ engagement and enjoyment.

It’s All about the Apps

Hubspot-Keynote-Inbound-16-7.png

When the mobile came into prominence and the internet expanded, people thought all the action is going to be in the web browser. But that was not to be. As Dharmesh hummed, “It’s all about the apps…’bout the apps…not browsers.” And outpacing all others are the messaging apps. They are personal and immediate, and used in both private and professional life.

So how does that effect marketers? If the majority of your audience interactions is on messaging apps, marketers have to go inbound, without fail. There is no more ‘buying a list’ and then sending everyone the same generic email. You have to connect and build trust with your audience. Inbound will not be an option, but rather mandatory.

Chatbots

Hubspot-Keynote-Inbound-16-8.png

Chatbots are going to be the next big wave in technology. The thing that would set them apart is the ability of the software to naturally converse with us. They would be able to intuitively understand what we mean in any given context and offer up easy, one-click ways to complete a lot of different actions. Achieving complex tasks will be as easy as asking a question to the chatbots.

Machine Learning

Hubspot-Keynote-Inbound-16-9.png

The chatbots are possible in large part due to AI and machine learning. And while marketing tasks like lead scoring and automation will definitely improve with machine learning, there are other interesting use cases as well. Machine learning will lead to better matching of prospects and sales people. Analyzing data would help connect the prospect to a sales guy who has the best chance of closing the sale. And that’s just one scenario. Machine learning is obviously going to change how people buy, and consequently, transform how we sell.

And here’s the doodle for Dharmesh’s bit at the INBOUND16 keynote.

dharmesh_rec_smaller.jpg

So yes, this is where marketing is headed, at least in the near future. Time to buckle up and get our plans straight.

Image credit: All images not bearing the Niswey logo are screen grabs from the keynote video posted by HubSpot.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
14 Amazing Examples Of Brands Killing It With Facebook Ads

14 Amazing Examples Of Brands Killing It With Facebook Ads

How do you design the perfect Facebook ad that converts? A lot of people will start throwing money at Facebook, but not see any success. This comes either because they don’t have a proper strategy for their Facebook ads or their ads are not well designed. But for those brands which have a good strategy and work hard to test and refine their advertising, Facebook ads can generate huge profits. And we’ve found 14 of such examples.

Luisana Cartay
Luisana Cartay 11 December 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more