The first time I received a call from a salesperson, I did what any logical person would do these days: I googled that person. Unfortunately, I found absolutely nothing about him. Yes, he had a LinkedIn account, but he didn’t have a lot of info in it except for where he had worked and when. He wasn’t on Twitter either. And I did not find a single piece of blog post or article that he has written.
This year, I finally had the opportunity to attend INBOUND, an annual conference put together by marketing automation software company (and content marketing legend) Hubspot. More than 14,000 marketers from around the world were in Boston for this year’s conference. We discovered and shared fresh inbound marketing practices, networked and (of course) partied.
I’ve already shared all my notes from the conference, but here’s a list of the 10 top marketing lessons I took away from the conference:
For the first time ever, I’m at INBOUND, an annual conference put together by the folks at Hubspot. Here are all (and I do mean ALL) my notes from the conference.
If you’re checking this while the conference is still happening, please check back soon for more updates. You can also follow me on Twitter (@kcclaveria) for more real-time updates.
You can skip to the appropriate section here:
- Seth Godin’s keynote
- Brené Brown’s keynote
- Disrupting Digital Business – Ray Wang
- The top 10 social media advertising hacks of all time – Larry Kim
- The Power Of Data, The Importance Of Moments And The Future Of Storytelling – Robert Michael Murray
- Using Analytics To Create (Stellar) Content – Jeremy Goldman
- How to Get the Most Out of Slideshare for Business
- Forget Hacks: An Actual Growth Playbook for Content – Anum Hussain
- Becoming a stomer-stomer-Obsessed CMO – Victor Milligan
- Beyond Email: Why Your Most Valuable Community Is On Twitter
- Power the Bottom of the Funnel with Sales Enablement – Debbie Farese
- Hungry for Better Content – Lee Odden
- Optimizing the Past – Pamela Vaughan
- Daniel Pink’s keynote
Once upon a time, being an expert in social media was a big deal. The ability to build a community on Twitter and a big following on Facebook and LinkedIn was somewhat rare, and as a result many marketers started referring to themselves as social media gurus, mavens and ninjas.
But something funny happened: social media became mainstream. Social media started making its way into many areas of the business outside of marketing and PR. Slowly but surely, social media became a required skill for sales, HR (recruiters in particular) and customer service.
In many ways, social media became everyone’s job. Thus began the early death of the social media manager.
Now a new study provides more proof that social media skills alone won’t get you far in your marketing career. That’s because while there are many social media jobs, companies want more than just a knowledge of how to tweet, snap and pin.
When people talk about social media, they often talk about Facebook and Twitter. But for many companies—especially those in the B2B space—LinkedIn is an important social network in your content marketing strategy, perhaps even more critical than other networks.
Consider these stats:
- 64% of all visits from social media channels to corporate websites come from LinkedIn, according to a 2013 Econsultancy study. For comparison, 17% of traffic come from Facebook and 14% come from Twitter.
- LinkedIn is 277% more effective for lead generation than Facebook and Twitter, proclaimed a 2012 Hubspot study.
- 80.33% of leads generated for social media for B2B marketers come from LinkedIn, claims a 2014 Oktopost infographic.
If you’re not using LinkedIn yet to its full potential, that needs to change ASAP. Here are 10 tips on how to create a LinkedIn page that kicks some serious butt. (Most of these tips come from my experience managing the LinkedIn page of my employer Vision Critical.)