Conor Douglas and Kevin Dowling of Hubspot spoke at the WSI Digital Summit in London this week on the subject of how marketing has changed (and will continue to change) and businesses need to recognise this.
Do you know a business that would like more visitors to its website, more leads for its sales team — and more customers to fuel growth? Of course you do! We all know businesses that want to grow. There are millions of them.
Now, do you love getting cold calls from eager sales people during dinner? Or spam emails with irrelevant offers in your inbox. How about pop-up ads when you’re trying to read an article on the Internet?
No? I didn’t think so. And, as it turns out, most other people share your sentiment.
The problem is that there’s a fundamental mismatch between how organizations are marketing and selling their offerings — and the way that people actually want to shop and buy.
People do not want to be interrupted by marketers or harassed by sales people.
They want to be helped.
The world has changed dramatically: people no longer live, work, shop, and buy as they did a decade or two ago. And yet, businesses still try to market and sell like it’s 1999.
Nothing is more powerful than an idea whose time has come. Hubspot’s founders started talking about this transformation in how people shop and buy. They called the traditional method “outbound” — because it was fundamentally about pushing a message out and started calling the new way “inbound.” Inbound is about pulling people in by sharing relevant information, creating useful content, and generally being helpful.
HubSpot offers inbound marketing software that allows businesses to:
- Generate more qualified traffic to their websites
- Capture more visitors as qualified leads
- Convert more leads into paying customers
- Analyse and optimize every step of the process
Today, over 11,500 businesses in 70 countries use HubSpot’s software, services, and support to transform the way they attract, engage, and delight customers.
WSI has recognised this change for a while and been leading those clients who also understood the change along this road for some years.
This year WSI Has become a Hubspot Global Partner, enabling WSI’s Internet Consultants to deploy industry leading tools to support their clients in growing business the inbound way. WSI is developing its own centres of excellence to exploit the Hubspot platform which all WSI Consultants will have access to in order to deliver these services to our clients.