Inbound Marketing Age

You might not think this is a necessary read just yet. But as the adage goes: preparation prevents poor performance. And the way you plan the next five years of your business could be largely determined by new ideas, insights and preferences of the next generation: Generation Z.

Generation Z will account for over 30% of UK and European customers by 2020 and 40% of online customers. And with the oldest members of the cohort celebrating their 24th birthday, Gen Z are slowly creeping up the B2B ranks and may even be perched on a (remote) desk near you very soon.

Following on from my commentary of Brian Halligan's keynote presentation at Inbound 2019, let's reflect on key insights from fellow Hubspot co-founder Dharmesh Shah's presentation.

Dharmesh took a very different focus: 5 business fears you need to over come to grow bolder and better. 

He started off his keynote with some light-hearted anecdotes introducing us to his biggest fears: low phone battery, eye contact and water. He went on to explain that while we all have fears, it's overcoming them that defines our business' future. Which, according to Dharmesh, is more important than ever.

Dharmesh talks about the 5 fears both he and co-founder Brian Halligan needed to overcome in order to grow bolder and better, resulting in the renowned, international success of the HubSpot platform and brand.

Early September saw the annual Inbound conference in Boston, MA, and with our very own Eric Swain in attendance, the Equinet office is now teaming with new insights, ideas and observations.

There were two particular stand out keynotes from Hubspot Co-founders Brian Halligan and Dharmesh Shah.

Brian focused on the experience disruptors of the moment, using a few familiar names to illustrate his point: Netflix, Spotify, Slack, for example. 

Wow, can you believe 2020 is just 3 months away?

It was just a short decade ago that we were getting to grips with Facebook and preparing ourselves for the onset of social media.

Rewind another ten years, and we were anticipating the 'millennium bug'. 

Today, we communicate with bots on a daily basis, we ask our smart home hub whether we need an umbrella or sun cream, and our toddlers can unlock and scroll before they can say "Wifi".

We focus so much energy on attracting new customers, converting prospects, and nurturing leads into buyers. And rightly so. Acquiring new customers is essential for growth, is incredibly satisfying, plus, it’s a great morale booster.

But it's easy to get caught up in the excitement of chasing that next new contact which is very often short-lived - especially if the customer doesn't stick around very long.

Acquiring a new customer takes a lot of energy, resource, and cost, so if they don't stick around, it can be hard to see a return on investment.

Psychology and sales have always gone hand in hand. Those subtle, little cues that brands use to encourage us to part with our money - we seem to fall for them time and time again. 

Quite rightly, you might associate the psychological side of selling with B2C brands, but many of the same principles can be applied to the B2B conversion process.

Great copywriting is the oil that greases the cogs of your marketing machine. It keeps everything moving smoothly, swiftly and efficiently.

The higher the quality of that oil, and the more consistent you are with your application, the longer your machine will last. 

But it’s not uncommon for marketers to underestimate the need for quality copy. 

Marketing is multi-faceted and no two journeys will be the same. 

A great copywriter will address this.

The word community can mean different things to different people.

A sense of community can be brought about by religion, place of origin or background. Or your community might depend on where and how you live.

Lots of well-known, successful brands have harnessed this sense of community, and created armies of loyal advocates who engage and interact with each other based on a set of shared experiences, interests and challenges. 

Meta descriptions and alt tags. How much time should you dedicate? How long should they be? How often should you use keywords? Are they even a ranking factor? 

The world of metadata can be confusing; best practice seems to change from week to week. Adding fuel to that confusion are recent updates from Hubspot, in which their portal now recommends meta descriptions are less than 150 characters. 

I'm not going to preach the importance of customer retention. We all know this by now. And we all know how much easier (and cost-effective) it is to retain and nurture an existing customer than to acquire a new one.

If you've read any of Equinet's latest content, you'll understand by now that the content marketing industry is in the midst of a disruption. If B2B businesses are to thrive in this new climate, they need to stop marketing and start publishing. But this requires new strategies, new processes and in some cases, new employees.

Read the following sentence:

‘If people want to become more productive and efficient at work, they should implement the following habits into their working day.’

Let’s change one thing:

'If you want to become more productive and efficient at work, you’ll need to implement the following habits into your working day.’

Notice the difference? Which is more engaging?