Podcast

How to become a brand innovator with inbound marketing

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Introduction

Brand innovators are those bold enough to go against the grain and follow a different path. Apple, Nike, Virgin and Google are just a few brands that have at one point or another decide to take a leap of faith. Apple released the iPhone while everyone doubted its success while Nike gambled on a young Michael Jordan to reenergize the brand. 

Both decisions were a risk that could have spelled the end of each brand. Yet, those decisions helped build two empires the likes the world has never seen before. Google in its own right established itself when two young inspired individuals decided to alter how search engines process information.

With the amount of data and information available to the world, innovators and thinkers are developing more and more complex technology and ideas that will change the world. 

On the Brand Storytelling podcast this week, Ryan Bonnici from HubSpot joins Rakhal on the show to talk brand innovators, the culture at HubSpot and how Pokemon GO is channelling Google Maps in a unique way. 

HubSpot is an inbound marketing and sales platform that helps companies to convert leads and attract customers. 


5 Lessons from Ryan Bonnici: 

1. Focus on long-form content, even if it means cutting down on the frequency of your blog posts. It’s not about the quantity, it’s about the quality. 

2. Outbound marketing is out. Inbound marketing is in fashion and is generating results. 

3. Once you really understand your target customer, you can then shape your product service and it shapes your blog content. 

4. Hiring the right person can be a lengthy but necessary process. Building a culture is essential to creative innovation. 

5. Don’t be scared to try something new – Hubspot gave applicants a 24-hour window to apply for a job via……Snapchat.


Here’s a sneak preview of the show: 

Rakhal  Ebeli: We talk a lot at this event how the playbook that marketing themselves has been using for the last 20 or so years from the madmen era days of marketing. It’s ineffective, it’s dying, right? People blocking commercials on t.v by using Netflix, they’re unsubscribing from spam emails, they’re turning off the radio, and they’re getting their names and phone numbers on do not call lists.

Ryan Bonnici: There’s outbound interruptive methods of connecting people are no longer working. Marketers are realising that they need to focus on attraction based marketing, which is called inbound marketing. It’s all about looking for things that you can create to help that perspective buyer when they are online or in your store or what not, to then help them pull towards and see you as a thought-leader and then over time, buy from you.

The event, which is, it’s funny because it’s called Grow With Hubs, but we actually don’t show the Hub store product once in the session, which is a very Hub Spotty thing to do. We’ve broken it down into the 3 stages of the funnel. The top of the funnel, how you drive, traffic to your website with content. The middle of the funnel, how you convert that traffic into leads, and sales opportunities for your sales team. Then, how you convert those leads opportunities into customers in the bottom of the funnel.

My team has literally spent, I want to say around 150 hours building out the content for this event. We have an MPS score of about 96 for these events. There’s so much good content in these events. Everyone, if you just go on Twitter and search the hashtag Grow With Hubspot, you’ll see thousands of Tweets, and hearts, and likes for these events.

They’re really important. It’s just about showcasing and re-framing how businesses should think about growing. I think for so long businesses have thought about, “Okay, I need to get an outbound sales team to cold call prospective customers.” That can work to a certain degree, but of you really want to scale your business, and you really want to own ongoing traffic in demand over time, inbound is what it’s all about.

It’s a master class, effectively, around the strategies and tactics around how you can grow your business with content. It’s been super well-received, so we had 600 or so attendees in Sydney, and about 4,000 on the live stream. Similar numbers in Singapore. It’s been huge.


About Hubspot

Hubspot is a leading inbound marketing specialist that creates software solutions for over 18,000 customers in 90 countries. This software is a one-stop solution for brands to attract and engage audiences and amplify their content.


Connect with Ryan Bonnici

Twitter: @ryanbonnici

LinkedIn: linkedin.com/in/ryanbonnici


Similar Podcasts you may enjoy:

Sources

Music Intro:

Apple ‘Think Different’

Nike – Michael Jordan “Tell Me” 

Google – Interns’ first week

Ryan Bonnici – Interview with Lifehacker

Grow with Hubspot Campaign

How to Tackle Your Most Ambitious Goals: A 5-Step Process from NBA Legend Bill Walton

Developing your Leadership Brand


Other links: 

Hubspot blog 

Executive+Co Blog

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