What I learned at Inbound 2015

14 Nuggets I learned @ Inbound 15

What is Inbound?

• Content• Optimization • Outreach

Seth Godin

• You have to be the person that says I am going to do this, not this is my job.• The future of marketing is to

connect and interact with customers. You want to throw them the ball and the goal is for them to throw it back.• I am not sure what the question

is, but the answer is yes.

Brene Brown

• There is immense power that comes from being vulnerable with your peers in the work place, with your friends with your customers in your marketing• The story you tell yourself is totally made up and

shapes all your actions• So, “the story I am telling myself about this is…” is that

right?

Rapid Prototyping Agile applied to marketing. Make small experiments in content creation, test, measure and tweak over and over again.

• PR is responsible for getting people through media outreach and even though they don’t control what happens on the website after that its good to measure common business objectives to understand what is getting the kind of coverage that will translate to sales through Google Analytics.

Neuroscience of memorable content

• Brain goes into habitualization if it sees what it knows, it is forgettable• Recognizable + surprising = memorable

Boston is cool• Tea party museum • Giant milk jug statue

Amy Schumer

• Most of her jokes are inappropriate for the workplace but were pretty funny• She knows the secret to why actresses in Hollywood are

thin, they are HUNGRY.

How Google Drives a Culture of Innovation• User first

• There is no substitute for watching and listening to your real customers• They look at the whole problem. If the people can’t spell,

that’s their problem. If the internet is slow, that’s their problem.

• Freedom • 20% projects • “Yes and” instead of “no but”• The freedom to work on what they want, where they wan

• 10x thinking• Set big audacious goals rather than incremental ones. 300%

growth in 2 years not 10% growth in one• The ideas are bigger because the challenge is bigger – keeps

company alive rather than dieing a slow death

Twitter

• Your followers are your advocates• There are deeper insights about your followers in the

Advertising UI under Audience (FREE)

Aziz Ansari• iPhones make us worse people. We hide behind the

technology, become meaner, we flake easier on our friends and care less about their feelings.• Choice is not always a good thing. When people are

overwhelmed with choices they are less likely to make a choice or a purchase and they are ultimately less satisfied with their choice.

• Humor breaks through the clutter and engages your audience• Take the audience in one

direction and then hit them the other way with the punchline. • Juxtaposition. Set up two

situations, make a word cloud of what you know about those situation and see if there is a funny situation you can create to tie them together. Ex. dogs and quiche• Write about what happened

before/after the picture• Write the opposite of what

you would think it would say• Use hyperbole