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HubSpot INBOUND conference focuses on engagement, inspiration

Posted by Chad O'Connor  July 1, 2013 11:00 AM

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INBOUND 2013 is this August 19-22 at Boston’s Hynes Convention Center, with over 100 sessions, 5,000 attendees, keynotes from Arianna Huffington and Nate Silver, and INBOUND Rocks headliner OneRepublic. Check out the website for more details. Early-bird pricing ends today July 4th.

Marketing is at a crossroads. People have dramatically changed. The way we live, communicate, and absorb information is evolving on a fast-track built by digital innovation.

We think in 140-characters or less.

We scroll when we used to turn the page.

We’ve traded talking for typing.

The digital age has empowered consumers to tune out marketing...and they are.

Commercials used to be the messiah of advertising, now 86% of people skip television ads. Online advertising isn’t much better – 84% of 25-to-34 year olds have left a website because of ads. Interruption on any platform is antiquated.

What would it look like if we created marketing based on the fact that people have changed?

Inbound marketing is for modern marketers who want to talk with their audience, not at them. Put your hands up and step away from the megaphone.

Inbound is the art of getting found online. By creating content people want and leveraging social and search tools, your audience will find you organically.

Inbound marketing is saving companies money. According to HubSpot’s 2013 State of Inbound Marketing Report, inbound marketers spending more than $25K per year save an average of 13% in overall cost per lead, and more than $14 dollars for every new customer acquired versus those relying on outbound strategies. Not to mention, it works. Inbound delivers 54% more leads into the funnel than traditional outbound leads.

There’s still a lot of ambiguity around what inbound really is. Is it social media? Is it blogging? Is it SEO?

Inbound marketing isn’t about individual tools or platforms; it’s about how those tools work together to drive engagement and make every interaction a prospect has with your company a lovable one. This coming August, HubSpot’s INBOUND 2013 will dive into how marketing can be lovable.

Yes, it is possible.

Marketers from all industries and caliber will leave INBOUND inspired to reinvent marketing for the modern consumer. The conference, with over 100 sessions and 5,000 attendees, will gear marketers from around the globe with the skills to attract, engage, connect, and delight their leads, prospects, and customers. Keynote speakers include the likes of Arianna Huffington, Nate Silver, Seth Godin, and Scott Harrison -- a diverse lineup of disruptors. INBOUND’s Bold Talks stage features over 30 remarkable thought leaders including Nancy Duarte, Marcus Sheridan, David Meerman Scott, Ann Handley, Rand Fishkin, and Elizabeth Dunn.

HubSpot CMO Mike Volpe once asked, “Nobody wakes up and says ‘I want to see an ad.’ So why do marketers wake up and say ‘Let’s make an ad?’”

Exactly. See you in August.

Hannah Fleishman is a Media Relations Specialist at HubSpot, and formerly worked in Event Marketing at MITX. She can be contacted at hfleishman@hubspot.com.

This blog is not written or edited by Boston.com or the Boston Globe.
The author is solely responsible for the content.

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