Growth Marketing

Dharmesh Shah's Inbound 2019 Keynote summary

10 September 2019 | by Alex Mampieri

4 min

The yearly marketing spectacle that is Hubspot's Inbound19 conference has just concluded. Every year there are keynotes by Hubspot founders Dharmesh Shah and Brian Halligan as well as many interesting product announcements and inspiring sessions by other business leaders and inspirational speakers. We always watch as many of these speeches as possible because they are full of interesting information and insights into the current and future business and marketing landscapes. Luckily Hubspot kindly records and uploads at least the keynotes to their youtube channel so they are easy to check out, even if you can't make it to the event.  I tend to summarise these talks while watching them to ensure I get the full message. Since it't a lot easier to read a 3 minute summary than to watch a 50 minute video I decided to publish these summaries for those of you who want to recap what they saw or simply don't have time to watch the full videos. 

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Marketing (growth) strategy part 1: Methodologies and common concepts

25 July 2019 | by Alex Mampieri

8 min

Why it's good to be aware about methodologies and concepts?

It can be very hard for me to keep a clear grasp of how all the different Methodologies, concepts, tasks and buzzwords relate to each other and where to focus my attention. This a big problem for me as it affects the balance of my marketing and also service delivery related activities.  At times, I get a sort of vertigo and get very confused about where I should focus my attention. 

If I loose sight of our goals and principles I am likely to fail in the long term. If I focus too much on the long term and miss out on the daily activities that keep our marketing machine running, I fail immediately . To ensure I find a balance between these two ways of thinking and working I have to be able to see the bigger picture. The framework  that I can place all these principles,  tasks etc. into so that I can actually use them to reach our goals.

At About Inbound, we focus heavily on knowledge and communication. Our clients depend on us to give them clarity, quality and peace of mind, so in short, if I am not clear about what I am doing or about how to apply the concepts we sell, I am kind off.. well... useless. 

To combat these moments of marketing research "vertigo" I often try to order my learning on paper or chat it through with Vourneen who is About Inbound's founder and Ultimate super expert. This ordering of thoughts helps me make sense of it all and has over time allowed me to quickly grasp new concepts and approaches because I can visualize where they "sit" in the jungle that is modern growth marketing. I also noticed that many of our clients run into similar issues. They know many of the buzzwords and definitions but can't quite connect them together, or they are unable to apply them because they are too snowed under in their day-to-day tasks..

To help define some of the workings of a modern Growth strategy I decided to create a series of posts around it. I hope they can help you in your quest to keep your marketing growth stars aligned and making them work for you.

 

Why is it important to use methodologies for marketing and growth?

Let's ask ourselves a question. Why do we do what we do as marketers?

We want to drive awareness and capture interest to drive sales. We want our business to grow. This growth should be exponential. In other words, the level of growth should increase every year. to do this we need an approach that stimulates growth in all parts of the business, not just a single department. This calls for a bigger vision than just our departmental goals. We need to work together with all our colleagues across all departments, especially any customer facing ones. Communication is key.

So how to do you deal with this wider approach to successful business growth?

This is where methodologies and concepts come in to play.

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