A recap from HubSpot Inbound 15 conference in Boston. Seth Godin, Brené Brown, Aziz Ansari Keynotes plus several great sessions on marketing, sales, branding, storytelling, and inbound methodology. Produced by HubSpot partner, Kpahi.com.

1. HubSpot Inbound 15
A Partner / Customer Recap
Zack Olson | CEO & Co founder | Kpahi.com

2. These are condensed ‘Street’ notes
from sessions and Keynotes from
Inbound15, HubSpot’s annual
conference for Inbound Marketing
Professionals, held in Boston Sept 8-11

3. Day 1 Keynote - Seth Godin
• Author: Permission Marketing, Purple Cow,
Linchpin, the dip, All Marketers Tell Stories
• “There is no writer’s block, because there is no
talker’s block” - Seth Godin
• Today is about weaving the fabric of
connections.
• The purpose of business is to throw the ball
in order to get it back. We must connect to
get the ball back.
• Customers are always asking for things to get
rid of you!
• Ex: The Wizard of Oz asked Dorothy to bring
back the Wicked Witch’s broom in order to
help her, did the Wizard really need the
broom?
• Does your customer really need whatever
they asked you for in order to move forward?

4. Brian Halligan,
CEO of HubSpot
dropping in on the
Seth Godin Keynote
Where I gave him
an FU shirt.
#boom
Get Yours Here

5. Day 2 Keynote - Brené Brown
• Researcher and Storyteller - brenebrown.com
• Daring Greatly, The Gifts of Imperfection, Rising
Strong
• Viral Ted Talk - The Power of Vulnerability
• Which story are we making up?
• We all make up stories about what’s happening
around us and to us, that are based on fears,
insecurities, and past experiences. These
stories are almost never true.
• Recognize the emotions of interactions.
• Living Brave means falling down, and that’s okay.
Trying new things will come with failure and that’s
brave.
• “Choose courage over comfort” - Brené Brown
• Be vulnerable to grow.
• You have to be willing to be uncomfortable.
• The brain wants certainty.

6. HubSpot Keynote
• Went public last year, HUBS
• Over 1000 employees
• Over 2500 agency partners
• Over 15,000 customers
• Inbound at the intersection of
technology and philosophy
• inbound.org helps connect
marketers, find companies, find
talent, etc.
• Rethinking the way we sell
• Built-in prospecting data with
HubSpot CRM
• Sequences, Meetings, easy setup
within HubSpot sales tool
Brian Halligan & Dharmesh Shah
Watch the Keynote

7. HubSpot Keynote
Localized in 5 New Languages
Japanese, French, German,
Portuguese, Spanish
New Features
1 2
HubSpot Website Platform
WYSIWYG Interface for Website
Editing
3
LinkedIn Ads integration
Create, measure, analyze
inbound ads
Predictive Lead Scoring
Better qualifications for leads
4 5
Reporting Add-On
Pre-built reports, dashboard
6
HubSpot Connect
Built-in Integrations with popular
software
Learn More Learn More Learn More
Learn More Learn More Learn More

8. Day 2 Notable Sessions
• Disrupting Digital Business with R Wang of
Constellation Research, Inc.
• Fireside Chat with Mike Gamson, Head of Global
Solutions at LinkedIn
• The Future of Sales: The Customer Now Leads the
Sales Process with Tiffani Bova of Gartner
• State of Influence Marketing: How New Advances
Are Driving Significant Results with Lyle Stevens of
Mavrck
• The Intersection of Inbound Marketing and
eCommerce with HubSpot
• The New Era of Customer Relationships with
Mikkel Svane of Zendesk

9. Day 3 Keynote - Aziz Ansari
• Comedian
• Co-Author of Modern Romance with sociologist
Eric Klinenberg
• Discussing dating and relationships in the modern
age of technology
• Our grandparents met people via proximity
• Today we connect over apps, internet, gaming,
across the globe.
• Texting is new medium for communication
• It matters what you text, people are judging based
on a text (which may or may not be a good thing)
with Co-Author, Eric Klinenberg

10. Day 3 Notable Sessions
• Using Analytics to Create Content with Jeremy
Goldman of Firebrand Group
• Effective Use of LinkedIn Groups in Your Marketing
with Viveka Von Rosen of Linked Into Business
• Taking it Personal! Using the Hidden Power of
Story to Transform Life and Business with Tamara
McCleary
• Brand Positioning: How to Tell Your Story with Mike
Troiano of Actifio
• Stop Guessing & Start Selling with Predictive Lead
Scoring with HubSpot
• Technology Trends Disrupting Consumer Behavior
with Kyle Lacy of OpenView Venture Partners

11. Day 4 Notable Sessions
• Alive and Amplified: A Rock N Roll Guide for
Developing Your Personal Brand with Jason Miller
of LinkedIn
• Design for Action - A Blueprint for Content
Marketing with Tamsen Webster of Oration
• Facebook Marketing Success: Proven Ways To
Generate More Traffic, Leads, and Profits with Mari
Smith of Mari Smith International, Inc.
• Inbound Recruiting: How to Use Inbound to
Source, Interview, and Hire Talent with Patrick
Biddiscombe of New Breed
• Capturing the Millennial Market with Sharma Hyder
of The Marketing Zen Group
• How to Leverage Marketing Automation with Paid
Social Ads for B2B with Sahil Jain of AdStage Inc.

12. Session Notes

13. Disrupting Digital Business
• We are in a Post-sale, On-Demand generation
• We battle for experiences.
• Selling experiences versus products and
services.
• Pricing and models based on experience
• Insights business will continue to grow
• What is the smallest portion you can sell? This
is the on-demand portion, product or service.
• 20% of business should come from Insights
• Math and Design together will win
• Digital delivers mass personalization at scale
• Judge by digital proficiency not by age, see
image on following slide.
R ‘Ray’ Wang - Constellation Research, Inc.

14. Disrupting Digital Business
R ‘Ray’ Wang - Constellation Research, Inc.

15. The Future of Sales: The Customer Now
Leads the Sales Process
• There is no single journey to purchase today.
• Find patterns and bring predictability to sales.
• Identify entry points and maneuver.
• There’s a mismatch between what the sales team
wants a buyer to do and what the buyer wants to do.
• Sales reps need a ‘play’ for handling leads, each
lead is different and should be treated accordingly
• Shopping. Are customers shopping? Yes! On price,
value, features, etc.
• Make the shopping experience better to win.
• Being unaware of needs or future needs, so
customer is not looking!
• Customers may be aware of problem and don't know
how to solve.
• Allow sales to be smarter with customers.
• Hear feedback from sales and what they go thru
everyday with customers in order to get better.
Tiffani Bova - Gartner

16. • In order of traffic referrals: Facebook, Pinterest,
Twitter, LinkedIn, YouTube
• Create an Instagram landing page so you can
track traffic.
• Understanding the Spectrum of Influence
• Celebrity and Stars: large audience, easy to
identify, expensive to get
• Micro Influencers: hard to identify, small reach,
great for engagement and conversion, want
brand related rewards, scaleable, higher trust of
influence
• Types of Content
• Branded content sponsored by influencers
• Influencer generated
• Co-created content *most effective
• influencermarketingtips.com
Lyle Stevens - Mavrck
State of Influence Marketing: How New
Advances Are Driving Significant Results
Facebook
Pinterest
Tw
itter
LinkedIn
YouTube

17. Brand Positioning: How To Tell Your Story
• A brand lives in the hearts and minds of your
customers
• Your logo/image is what triggers your brand
• Go deeper with your brand as you move along in the
journey
• Start simple and small
• Begin with Emotion then Rational then back to
Emotion
• Emotions are brands
• Brands offering an Emotional Value Proposition
• Reflect on the Customer > Simplify message > stay
consistent
• Brainstorm > pick a position that is easily
remembered and shareable > see how customers
respond > refine, confirm, anoint the imperfect >
focus on it
Mike Troiano - Actifo

18. Thank You!
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