Brian Halligan
CEO & Co-Founder of HubSpot
Originator of Inbound Marketing
Brian Halligan is co-founder and CEO of HubSpot, an Internet marketing company dedicated to helping small businesses leverage the Internet, to get found by qualified prospects and convert more of them into leads and customers. Previously, Brian worked as a venture partner at Longworth Ventures and held senior sales and marketing roles at Groove Networks and Parametric Technology Corporation.
Brian holds an MBA from the MIT Sloan School of Management and now frequently lectures at MIT and Harvard on the science of selling and marketing.
Brian coined the term “inbound marketing” and is author of the upcoming book “Inbound Marketing: Get Found in Google, Blogs, and Social Media” to be published by Wiley in the Fall 2009.
Session:
IT-Led Marketing Transformation
The way people search for products and services today has drastically changed from what was common practice just a few years ago. The whole sales cycle was slower and usually involved a sales person feeding extraneous information to the prospective customer through multiple channels. Today, things are very different. Potential customers are seeking out information through keyword searches on Google, making search engine optimization critical. They’re subscribing to relevant vendor blogs and participating in multiple forms of social media such as forums and social networking sites. They are active participants who are more in control of their purchasing decisions than ever before. The result of this shift in shopping patterns is that the Internet has tended to make every marketplace more “efficient.”
Still, many businesses are failing to capitalize on the power of modern inbound marketing techniques to take advantage of the way prospects seek out such information, such as using search engine optimization and marketing, leveraging blogs and the blogosphere and engaging in online social media. In order to secure more qualified leads, businesses must transform their static websites into modern marketing machines that produce the right leads and help convert a higher percentage of these leads into qualified opportunities.
This session will provide attendees with insight into the changing nature of business shopping and will offer actionable steps that businesses can use to take advantage of modern inbound marketing techniques, optimize their websites to get found by more prospects and convert higher percentages of these prospects into paying customers. Attendees will also learn the importance of using IT to lead the charge in this new marketing transformation.
From this presentation, attendees will:
• Understand the changing nature of marketing and how to react.
• Understand how people are searching for products and services online.
• Learn the differences between outbound marketing programs and inbound marketing techniques.
• Discover how inbound marketing methods are more cost efficient and overall effective.
• Learn different Internet marketing techniques that help companies become more searchable online.
• Learn how IT can lead the charge in this marketing transformation.
