The Manufacturing Executive
The Manufacturing Executive

Episode · 1 year ago

Be Careful With the Internet: How B2B Inbound Marketing Exploded w/ Brian Signorelli


It's 2010. Apple has just released a new product called the iPad. The Lakers just won their fifth championship under Phil Jackson. And the BP oil spill was all over the news. In the marketing world, a trending movement started to take hold. It was called inbound marketing.

Today, inbound marketing has exploded, and B2B businesses are taking the next logical step to inbound selling. Brian Signorelli, senior director of sales at Hubspot and author of the book Inbound Selling, joined this episode of the podcast to discuss the history and future of inbound. 

Brian and I talk about:

-Why inbound marketing's popularity spread so far

-Great resources to learn more about what inbound is and why it works

-Extending inbound marketing principles into the sales side of an organization

Resources we talked about:

-Inbound Marketing: Get Found Using Google, Social Media, and Blogs


-Inbound Selling: How to Change the Way You Sell to Match How People Buy


To ensure that you never miss an episode of The Manufacturing Show, subscribe on Apple Podcasts, or Spotify, or here.

If inbound marketing is any form ofmarketing design to develop someone's trust and kind of like at least get them tofeel comfortable exchanging a little bit of information, like even their first and last nameemail. Inbound selling is literally the next step in that process. Welcometo the manufacturing executive podcast, where we explore the strategies and experiences that aredriving mid size manufacturers forward. Here you'll discover new insights from passionate manufacturing leaderswho have compelling stories to share about their successes and struggles, and you'll learnfrom B tob sales and marketing experts about how to apply actionable business development strategiesinside your business. Let's get into the show. Welcome to another episode ofthe Manufacturing Executive podcast. This show is being brought to you by our sponsor, condinas part solutions. I'm Joe Sullivan, your host and a CO founder ofthe Industrial Marketing Agency guerrilla seventy six. So let's transport ourselves back in intime, about ten years. It's two thousand and ten. Apple hadjust released a new product called the IPAD. The Lakers it just won their fifthchampionship under Phil Jackson. The BP oil spill was all over the newsand the marketing world there was a trending movement starting to take hold called inboundmarketing. The term in bond marketing is common speak now, and it hasbeen for a while, but I'd be willing to about that. Most ofyou in the manufacturing sector listening to this would have probably stared at me withglazed over eyes if I asked you to tell me what in bond marketing isten years ago today. My guest is someone who is witnessed firsthand and alsocontributed to in a lot of ways, the explosion of in Bond Marketing inthe BEDB world over the last decade. Brian Signal ally is the senior directorof partner acquisition at hub spot. Whereas teams work with marketing, sales,CRM consulting another professional service companies to help them grow their own businesses and theirclients businesses faster. He regularly writes, develops and presents inbound sales content forhub spots solution partners and their customers. He's been with hub spot since twothousand and twelve and as seen the company grow from five thousand customers through itstwo thousand and fourteen IPO to over eightyzero today. Prior to that, Brianworked as an analyst for a management consulting firm, as well as a smallstart up in the Boston area. He resides in Boston, Massachusetts with hiswife Leah and their dog Dixie. Brian, it's been a while since you andI have talked and I've been looking forward to this conversation ever since youmade my day a few weeks ago by agreeing to come on the show.So welcome a kidd thank you, Joe. Yeah, it's crazy that we firsttalked, I mean, you know, what about eight years ago now,and it's great to you know, been to stay in touch with youover the years and see your your business do well. And you know,it was great to get an invite from you to jump on the podcast.So I'm happy to happen to be all you today. So I guess beforewe get into this top pick of inbound, can you kind of briefly tell ourlisteners just a little bit more about... and your journey to this pointand also for anybody listening who doesn't really know much about hub spot, whichis probably a small percentage of people at this point, given the the brand'sname at this point, but give us a little bit about you and andan overview of what hub spot is and what the software does. Yeah,absolutely, I'm happy to so. I think you know this, but soyou know, I before I came to hub spot, I was actually ahubs at customer and I was work with a buddy of mine and his dadand a few other people were trying to get this little startup called gifts ontime going and I was hired to basically be like kind of the head ofsales, marketing other stuff, and you know how it goes with a smallbusiness. Kind of did everything and when I start working with them, theproduct was like just about to come to market and I okay, great,like we need to start like generating awareness and generate leads and website traffic andget sign ups and get some like revenue here, like because we've invested alot, we want to get this business going. And I said, yeah, marketing lead Jen, like seems easy enough, like sure, I'll dothat. It's really hard, obviously for anyone who you know has worked inthe marketing profession or in sales, it's like really, really hard, andso we spent I mean I'm not kidding. We literally spent hundreds of thousands ofdollars on website design. We hired in SEO specialist, we hired apaper click specialist, we did trade shows, we did advertisements and local newspapers,we did advertisements in national rags and all that type of stuff. Wetried. We tried, literally felt like we tried literally every known outbound marketingto. I didn't know is called out by them, but I just waslike this is what marketing is, and we tried every one of the tacticswe thought marketing was and we just got crickets. Like it was two thousandtwo. This is like two thousand not or two thousand and ten. Actuallythis is two thousand and ten. So, you know, good intro. Andwe're just like this is crazy. How are we? How are weputting so much money and effort into all these marketing efforts and like literally gettingnothing for it? And so we were. We were, frankly, we weredown to our last ten or fifteen thousand dollars a budget that we hadfor marketing and we had a choice between hiring another marketing agency versus using hubspot on our own. And at the time we had decided to use hubspot. That's not to say that using an agency would have been a badidea, but like they were, they were basically only managing that our socialmedia profile. They were doing the trade show stuff, helping US design booths, like it was stuff that we were basically already doing and it wasn't.It wasn't fundamentally different. And so, anyway, we started using hub spoton our own. We, I think, within the first week of getting itup and running, writing our first blog post, our first call toaction, our first landing page. We generated something like forty leads right awayand I was like, oh my gosh, like this is amazing, this workso well. It ultimately, like ultimately six months in, like wedidn't stick to it because it's hard.

It's hard to write, to writea lot of blog posts that are actually good and worth reading. It isreally hard to develop premium content like ebooks, white papers, you know, diagnostictools, like things that people are willing to give a little bit ofconstant information for. And so I'd certainly you know anyone who's considering or whohasn't, you know, adopted the cons of inboult marketing. I would highlyencourage you to consider working with an agency unless you really feel like you've gota lot of time. A full of full staff that is like kind ofmastered. This knows what they're doing, like is ready to go and you'dprefer to keep everybody at house anyway. Fast forward to today. I've beenhubs software for eight years. I've been on the sales team for the entiretime. I've worked with basically our marketing agency partners, are sales partners,are integration partners. I've held various roles as an individual contributor, different managementrules and and yeah, it's been really cool to see hub spots kind ofgrowth and journey, you know, over the over those past almost past decadenow. So habit elaborate further, but that's probably more than you're betting onthere now. That's great. So, I mean you've seen some serious changesto the marketing landscape, you know, not only inside your company and hubspot, but in general across the marketing landscape in the last eight or nineyears or so. I'm and you know, as I suggested earlier, inbound marketingwasn't really even common language for most businesses back in the early two thousandand ten like what do you think drove this explosion of in terms of theacceptance of invent marketing, and it's the spread of its popularity. Yeah,so, you know, if you want the clock, I mean my takeon this is that it just takes time for people to change and to kindof like get with the program and so if you think about don't worry,I'm not going to take you through a playbyplay the last twenty years. Butif you think about the last twenty years, you know, the Internet only kindof became widely available like in the late s early S, and youknow, people were highly suspicious of it. I mean I remember, like youknow, I frankly I was probably a teenager or, you know,a kid. It was really a teenager at that point. I remember wantingto buy something off of Ebay and my mom was like be really careful withthe Internet, like you don't know who's out there and and and it takesa long time for businesses to like realize that, okay, like what theInternet represents. It's not like it's not just like I need a website tolike prove to people I exist in the world's it's, Oh my gosh,this is actually a way that it means. Really it was really Google that fundamentallytransformed the way that we find information. I mean like the just think ofthe simple concept of like whenever you have any questions, I was like, Oh, I don't know about Bubba Blah, like just google it,just google it, just google it. Well, what that means for businessesis if you are not coming up in the search results on the first pagewhen someone is asking questions that is relevant to your subject matter expertise, toyour domain, to your products, to your services, if you're not showingup, then you don't exist. And... I think from two thousand,two thousand and ten, a lot of people were like yeah, like weneed a website, like we need some digital presence, like I don't reallyknow exactly what we're doing, we need something. And then I saw thiskind of second wave of like Oh, we need content, but do youremember like probably two thousand, I don't know, five, two thousand andten. There's a lot more content online, but a lot of it was likepaid. So you had to pay like five hundred dollars or a thousanddollars or three thousand dollars for like for for content and then, you know, it wasn't hop spot necessarily. I think that like hup spot was partof that, but I think people started realizing like, oh my gosh,like we can actually start generating a bunch of like website traffic and leads ifwe give our content away for free, especially if it's of something of valueto people. And so you know, the kind of evolution is like ifyou think about like sales and marketing in the context of the Internet over thepast twenty years. You know, before Google, all the control was,frankly in the hands of sellers. Like if you're a buyer, you neededto call a company to actually get access to information, and the seller kindof a hide behind this cloak of you know, they're this kind of ironcurtain of like well, you know, you need me to like understand whatit is that you know we do and what your options are at such agoogle flip that equation, like all the power is now me, just theInternet, Google, whatever you everyone to refer to it, all the powershifted away from the cellar and into the hands of the buyer, and sonow you know, I think business is of realized that, like because buyerscan do all this research on their own. They can basically get answers to almostany question they want on their own without ever talking to a sales repI think that's kind of what is what is driven this change and driven thisadoption of embound marketing. Of like look like, if I want to exist, if I want anybody's attention, if I want anybody's interest, we needto actually be adding value in some some way that lines up with the waypeople, frankly, consume information these days, which is really through Google searches.That's that's really all it is. Yeah, I think you nailed it, anycause that's right on the money, you know, and the the shiftin power from seller to buyer has just been so transformation. I mean there'sjust the expectation is now that you're going to be able to obtain this informationand and if you're, if you're not the one publishing it, your competitoris. And who's going to you know, who's going to have the visibility?Who's going to be the first to gain trust and attention? Well,whoever's putting the insights out there right. Absolutely, absolutely, I mean,like you just you have to. You have to and you know we'll getto this but, like you know, you have to be adding value insome way that you know your competitor isn't or that you know is going tohelp your buyers kind of get to the wind up being ready to make apurchase, or even consider a purchase for that matter. And they're they're there. I mean why? I mean think, just think about the world we're livingin. It's the age of convenience,... everything is available on demand.Why what? I ever pick up the phone to call a business tolearn about them, when I can accomplish all of that on my own terms, in my own time, at any hour the day that I want,and so I'd much rather talk to the seven sales rep so to speak,which should be your website, as long as it actually has like meaningful blogcontent, resources, pricing information, and if I it's not, they're likeI'm going to find it on Kora, I'm going to find it on otherreview sites, like I'm going to find it somehow, but I much ratherdo that on my own time and on my own terms then talk to oneof your sales reps. frankly, and that's coming from someone who is orhas been a sales rep, Yep, makes total sense and I think thatthe you know, the pushback that I've heard from time to time is,well, you can't replet you can't replace a salesperson, a real human conversation, with a website or with written content. But I think people are missing thepoint when they make that argument. You know, if your buyer isalready out there looking for information on the owner and their own in the expectationis they're going to be able to obtain it. You need to be theone providing it and that contents not there to replace the human being. Ina lot of cases, especially in complex you know, be to be buyingprocesses right. There's but it's going to be the first step. It's thefirst step in the sale. Is the first interaction somebody has with you isgoing to be your content and whatever you're able to put out there online.And Not until you've earned enough of their their attention and trust that you know, maybe you understand their issue, you've seen it before, you've got youyou could help them solve it. It's not until they have that sense ofconfidence that they're going to pick up the phone and call you right, absolutely, absolutely, like they're they're going to consume. I can remember the mostrecent staff from like the content marketing institute, but it's something like, you know, the average buyers going to consume, you know, seven to fifteen differentpieces of content before they ever even engage with your sales up. Soif you are making a really strong first impression and giving your perspective would bebuyers access to information that they are looking for before they are even ready totalk to one of your sales ups, then you will never even your salesups will never even have the APP bats, they'll never even have the chance tohave that conversation. And that's the whole point. It's like, look, trying to replace sales ups. It's just if you want to give yoursales ups as many APP bats as possible, you will do in bound content marketinglike that is how people are generating leads these days. Yep, righton. We're going to take a thirty second breather here for a word fromour sponsor, cadenus part solutions. Let's talk real quick about getting specified.Are you a component manufacturer? Maybe you sell architectural products to parks or largefacilities. Engineers and architect x need models of your products to test fit intheir designs. That's where condenis comes in. They help you create a dynamic,shareable cad catalog you put on your... Designers can preview the productfrom any angle and download it in the format they prefer. They get thedata they need for their design and you get a fresh lead to add yourmarketing pipeline. To get one of your products turned into an online d modelfor free, use the code executive at part Solutionscom slash executive. Well,let's talk more about content for a minute while we're sort of on that topic. So I've been consulting manufacturers specifically now for about a decade and they manufacturerslove talking about their products. They love talking about themselves and what they doand how great their customer services and I always say that there's absolutely a placefor that, but it's not nobody wants that information until they are in theprocess of actually vetting you, and they need to first believe that you understandtheir issues and goals and and it's really those things that I believe your contentneeds to address. And so can you, can you talk a little bit fromyour perspective, Brian, about what you know what role you think contentshould play and especially during those early stages of an oft and long and complexbuyers journey. Absolutely so, are you familiar with I mean, like Iread this book probably a year or two ago. That just like I havenot been as ex cited about a book since I learned like what about marketingwas and read like Brian Halligan to Darmes Shah's in about marketing. Are youfamiliar with story brand by a chance, like Don Miller? Yes, sothis one just like popped from me. I'm like, oh my gosh,like he's got it right. Okay, so here's the thing. The premiseof that book is basically, look like you need to clarify. You needto clarify your message to your buyers and where we're most businesses get it wrongwith content marketing or just really marketing in general, is that they view themselvesas the hero in the heroes journey and you need to flip that equation.So like briefly walk you through it. I've got infographic pulled up just soI remember. Seven stages of the seven ish stages of the Hero's journey.There is a character the hero, who has a problem, who meets aguide, and that guy gives them a plan part four. Then the guidecalls them to action step five, and that step six results in either realizingtheir hopes, their dreams, their goals, or ends in tragedy that they're tryingto avoid. Right. And what really just popped to me was thatwhere most businesses get it wrong is that they view themselves and it's reflected,frankly, like when you said you know these companies that want to talk abouttheir products and how great they are and their services and how awesome they are. That is a reflection of you thinking that you are the hero in thebuyers journey. You are not the hero in the buyers journey. Your customeris the hero and the buyers journey and your content needs to take them throughthat journey. You are simply than God. So, like your customers, yourcustomers are look Skywalker, you are...

Yoda as the business doing all yourmarketing. I think that that is the that's like the main thing that thatbusiness is missed. It's like, look, you need to need to basically paintthis picture to help your customers understand that like you understand them, thatyou are giving them a very like you understand what they're what their fears are. You understand what their challenges are. You have a plan. You arecalling them to action to execute on that plan, and if they execute onthat plan, they will realize their hopes, their dreams, their business me theirbusiness gools, whatever, what of those success outcomes they're looking for.That is the role that your business should be playing in that kind of youknow, in that Heroes Journey and, and it might sound crazy, butI'm telling you, take a page out of the Hollywood playbook for how moviesare written. Apply that to her. On Marketing, I am like ahundred and ten. All my chips are in on that concept of like howbusinesses should be thinking about marketing these days. Yeah, I love I love storybrand. I stumbled across it through a few different sources probably six monthsago as well, and read and immediately loved it. I think it's aperfect analogy really, and it said such a logical thing to to think about. You know, it's about your customer, right, like there's such a clicheand business, but then people don't practice it. So I love havingan analogy that you know is about making the customer the hero. You're thereto guide them. Your Hellard you're here to help them understand their problem figureout different ways to get to the solution, and that's the role of your content. So like to make it a little more tangible. Talk to mea little bit about about content. What could content be for a business tobusiness company, like what role or what what form could that take? Youknow, like I love Marcus Sheridan's stuff, right are he talks about like problembased content and comparison content and review based content, like what, whatdo you see? That works? It's super simple. Yeah, I've beensaying this for eight years. Yeah, at least, you know, twothousand and ten, well, two hundred when I started up spot, andobviously I had the problem of saying like Hey, like, you know,I've knows your what's doesn't have a blog, and people like basically laughing me outof the room, being like what well, there's laughing now. However, for people who would actually are Tanser, like okay, look like, allright, I'll blog, like I'll just, like I'll, I'll,I'll take a bet on you, like I will blog. I have aproblem. What do I blog about? What I write, Bick whate,what contents I write about. And I said, this is going to soundoverly simplistic, but I'm telling you, this is exist. This is whatworks. You should write content that answers the questions that your prospects are asking. So, like, think about the the easiest way to generate like yournext hundred blog articles is to sit down with your sales team, with yoursupport team, your customer service team, and just say hey, look liketell me the top two or three most common questions that you're getting from ourprospects, from our customers, whoever it... And I guarantee you that, like all you do is you take, you take, okay here, likeyou take what their questions are. You then flip, you flip thequestion into a statement. So, for example, like you know, someonewill for hub spot might be saying, like you know, I'm really strugglingto like generate more leads. How do I generatey? How do I generatemore leads? The blog article itself or like an Ebook or white pat whatever, like whatever kind of premium because of content. would be something like fiveproven strategies to generate more leads to your website. It's literally just taken thequestion, flipping it around, making it a statement. And then the bestpart is if you know what you're talking about, and you should, becausewhatever questions are asking you, your company should be, you know, asubject matter expert in and if you don't have people who are good writers,again hire Joe and his team. You just literally answer the questions that peopleare asking. It's a very simple equation. You need to overthink this. Ofcourse, there's a bunch of finer points of you know, content architectureand making sure that your website is optimized to know to get found and you'repromoting the conference. There's a lot more that goes to it. You can'tjust write a blog articles be like okay, I'm done, I can walk away. But in terms of getting the the meat of it, it's literallyjust answering the questions that people are asking, because your hope is when they aregoogling some question that they have, you want to show up first,second, third, just not any later than ten, but like, hopefullyin the top ten. Is when you're going to show up. And ifyour answers are showing up when they're asking Google questions, then guess who's goingto get the attention your business, not your competitor. Yep, absolutely nailedit. And you know, if you're, let's just say you're a manufacture you'rea automation service provider, something like that, you know, and youhear from your customers and struggling with downtime on the plant floor. You know, cost of labor or whatever it is. Now you address that that way.You know, here are ways you can reduce downtime. There's your blogpost. Right, five, five proven ways reduced down time or something likethat, like there's there's a million ways to do it. But let yourlet those common questions that your sales seems hearing over and over again and thosethings that you're those problems you're trying to solve your customers from the foundation ofyour content. And now when you start, people will find you, they'll therewill be context for a conversation with them when it gets to that point. So it's a perfect framework. Yeah, so simple, right? Yep,it is very simple. Right. So you publish your book in boundselling in two thousand and eighteen, where you sort of extend these principles ofinbound marketing into the sales side of an organization. Can you talk a littlebit about. You know what, what's the topic of the book? Whatis inbound selling? Me Is supposed to inbound marketing. Yeah, I meanin bound selling is really just sort of like, okay, well, ifinbound marketing is any form of marketing design to develop someone's trust and kind oflike at least get them to feel comfortable exchanging a little bit of information,like even their first in last named email,...

...inbound selling is literally the next stepin that process. So if you're changing the way you're doing marketing andyou're starting to generate these kind of inbound leads to your website, what whereI've seen most businesses really fail is that they might be very successful generating alot more website traffic, generating a lot more inbound leads, but then thesales team is like these leads are garbage, like I can't sell to these people. And the reality is, sure, are some of the leads garbage?Yeah, they probably are. But I think the problem is that mostsales people, and this is not true everywhere of course, but like,certainly over the past ten years, sales people have had to adopt the waythey actually think about engaging leads. It's not like the cold call, thepitch like hey, no, I caught you out of the blue, butlike you have five minutes of talk. That's not what it's about. Likethat's not how you approach an inbound lead. So the idea of the book inbound selling is really just a reflection. I mean it's literally the hub spotsales playbook. It's everything that I've learned at hub spot over the pastyou know well, I publish a two years ago, so you know thefirst five years a hub spot. Everything that is in that book is stilltrue for how hub spot sells today and are really kind of guides businesses throughrethinking the way that their sales team needs to engage buyers in the age ofconvenience, in the age of content marketing, to make you to make sure you'regetting the most out of those investments. And you know, it goes ontoo and talks a little bit about kind of cross functional alignment, aboutmanaging sales teams, developing people. I had a really kind of Funky butI thought interesting chapter from a sales futurist named Derek Wizinski. The last chapter'skind of talking about this dystopian future of sales and where we could theoretically beheading in the next, you know, twenty or thirty years. But yeah, that's that's really it. It's just sort of like all right, look, marketing's done its job. It's done a nice not everyone, but youknow, it feels like a lot of people at certainly today, have kindof like moost people got with the program. They're like, okay, good,like got it. Website should be more than just like a brochure.It should be a lead generator, it should be an educator for my potentialprospects. In bound selling is literally just that. Extensions, the next upof like okay, great, like you're doing all this work, you madea huge investment to like actually get more website traffic and leads. Don't screwit up. Make sure your sales team actually understands how to work these leads, because it's, frankly, it's a bit it's a bit different than whatthey are used to, especially if they, you know, have been around theblock a few times and of sold from say, like, I don'tknow, the year one thousand nine hundred and ninety through the year two thousandand ten, like the way sales work. Then there are a lot of thingsthat are still true today, certainly, but there are a lot of thingsthat aren't true that you have to do differently today. And and that'skind of what in bound selling gets out the heart of what such an importanttopic. And I see this really time and time again. I see thisdisconnect between marketing and sales and in the manufacturing companies that we consult, wherewhat you said is exactly true, that...

...they're used to maybe leads like arequest to quote lead or like an Rfq form submission is so different than somebodywho is, say, downloading a white paper or subscribing to your newsletter.But you know, I say, a more traditional salesperson is inclined to kindof just treat it the same way. Oh, I have a new lead, I'm going to call them and try to sell them something. Not Goingto work right. And so, yeah, I think it's a great topic.I think it's a book everybody should check out, because I see thisliterally ninety percent of the time, like there's an adjustment to be made toselling this way when you start to really you know, see that inbound funnelstart working for you right so well, you know what, Brian, lastquestion I'll ask you here. You know, lots changed in the last ten yearsor so, as we've talked about. Like where do you where do yousee things headed next with BDB, marketing and sales? Yeah, sothree things I'll touch on for that, and I've thought a lot about thisfor, I guess, the past decade and try to pay attention to,like, you know, what business is doing, where things are going.I think one thing that you're going to see more and more of, andyou're already starting to see more of, is, now that everyone's doing contentmarketing, how do you stand out? And I think that one of thethings that you'll see more and more businesses doing over the next, you know, two, three, five years, is creating primary research, doing originalresearch studies on their own and creating insights and creating original information that no onecan find anywhere else. That is one of like the main key's, Ithink, to standing out today and frankly, as a sales up like one ofone of the things I always tell my sales team is like look,if you cannot provide information to your prospect that they that they can find ontheir own or that they would be able to find on their own otherwise,then you buy definition have no value. So if you're writing blog content thatlike is kind of well known about topics that have kind of been established andthere's like kind of information insight that like, frankly, you can get on fifteenother you know, fifteen other websites, you're not going to stand out.So I think one at one thing you'll see and it's hard, butI think there would be more kind of original research done and I think thecompanies that do that will really stand out. The second thing, and this isyou might remember a guy by the name of Peak Kapudda. He's theCEO of data box. He was the founder of the agency partner program ahub spot. He clude me into a another marketing strategy that they've had phenomenalsuccess with and he said, you know, I think he said, I thinkthe place that a lot of marketers are getting it wrong today is thatthey think they should be marketing to their audience. And he's like, Ithink that's wrong. They should actually be marketing with their audience. And sowhat he does is he basically, you know, like we said, wehave a bunch of these kind of like questions that prospects are asking, butinstead of answering these questions himself at data box, he actually sends these questionsout to all of his like newsletter subscribers, his customers, and says hey,like, I'm writing a blog article. I'm looking for experts like you tocontribute some of your thoughts to this.

You know, would you? Wouldyou be interested in writing a little snippet? Will feature you on ourblog, so on so forth. The really cool part about that is youknow you're making your prospects and your customers kind of, I wouldn't say famous, but like giving them a little bit of street cred with their peers.You're also offering to drive an imbound link back to their website, and oftenthey will do the same for you, which kind of helps you drive warma marketing. I think it's in a really early stage, but I thinkpete is onto something and and I can't say that I've seen a ton ofbusinesses adopt this yet. I mean I know you see a lot of theselike roundups and like you know, insights from the top ten influencers and BlaBlah. I think businesses are getting clor marketers are getting closer to the rightstrategy. I think you're going to see more and more that overtime is,you know, stop marketing to your audience, market with your audience. I thinkthat's like an interesting paradigm shift. And then the third thing that Iwould point to is I think so many businesses are missing the mark with leveragingtheir customer base as a source of frankly, new business. Like, if youthink about how hard it is to win new accounts versus grow existing accountsor you know, it's not to say that you know, you you wantto rely, surely, on net new legend to grow your business, butyour your customers, have already made the investment, they've already taken the beton you, they've already had, hopefully, an amazing experience with you. Andso I just think that there's you know, and I see it alittle bit in BTC. I mean, you know companies like, you know, Uber, Zoom, Slat. I mean like there's all these business eventhe BTC APPS. I mean you know, it's always like here's your referral code, refer a friend, get ten, fifteen dollars off whatever. I'm notsuggesting that industry manufacturers should be offering fifteen dollar redemption codes to like makereferrals, but I and I don't know what's right. I'm not an expertin that space, but I would challenge you all to think. You know, what more can we be doing to drive awareness for business by turning ourcustomers into promoters of our business in a way? That balance is the valueequation, where, like, what do they get in exchange for what they'regiving? I don't know exactly what that looks like. Probably take some creativepeople to figure that out, to think through it. But like, don'tunderestimate the value of your customer base, because they are the ones that haveorready made that bet on you. Like figure out how to turn them intopromoters of Your Business, and that will continue powering the kind of fly willthat we talked about. It up spot great answers, really thoughtful response andyou know, per your numbers two and three. They're like. What Ireally like is they're both about. There's your delivering value and getting something inreturn, like just through partnerships and relationships right where you creating content with yourwith your potential customer, you're putting the spotlight on them. It's not thatdifferent from a podcast where you might be interviewing, you know, potential futurecustomers so that you can hear from them, build a relationship with them, learnyou know. Then their peers can...

...learn from that and and it's sortof spreads. And your in your last example, you know, leveraging thoserelationships with clients, creating value for them in some way and they are happyto return that to you. So I think you're onto something. I thinkI think it's right on the money. She'll see. We'll see. Well, awesome, Brian, great conversation. Really appreciate you you coming on.They're just a lot of a lot of really great insights from somebody who's beenthere to see the the rise and explosion of inbound along the way. I'msure it's been an interesting perspective being inside of hub spot, who's really waskind of kind of been at the forefront of all this. Can you telllisteners where they can connect with you online, where they can find your book insidein bound selling, and also where they can learn more about hub spot? Yeah, absolutely, I think that connect with anybody on Linkedin. Thereare as hard as it maybe believe. There are more. There are multipleBryan signarellies online. No kids. So yeah, just make sure that ifyou connect with me, I'm pretty sure I'm the only one in the Bostonarea. So I am in Boston, Massachusetts. Yeah, so Linkedin,Brian Signare Elli happy to connect with with anybody? Yeah, the book inbound selling is available on Amazon, bunch of other places. Amazon's probably theeasiest if you want to check it out. It's also an audio book if youprefer audio books. And Yeah, hub spot, hub spotcom or youknow, reach out to me through Linkedin. I'm happy to get you connected withanybody who you know can answer questions you might have or help you insome way. We also have a bunch of free products if you want totry before you want to talk to anybody. We try to walk the walk onthat. So, yeah, beautiful. Yeah, up spot definitely practices whatthey preach. So there's a lot of great resources you can find.They're just just for learning purposes, even before you'd be ready for the softwarepotentially. So well, before we wrap it up, I want to saya big thank you to our sponsor, condeen's part solutions, for helping makethis show possible. All right. Well, Brian, thanks a ton for joiningagain, great conversation and for the rest of you. I hope tocatch you on the next episode of the Manufacturing Executive. Thanks, Joe.You've been listening to the manufacturing executive podcast. To ensure that you never miss anepisode, subscribe to the show in your favorite podcast player. If you'dlike to learn more about industrial marketing and sales strategy, you'll find an everexpanding collection of articles, videos, guides and tools specifically for bedb manufacturers atGorilla Seventy sixcom learn thank you so much for listening. Until next time,.

In-Stream Audio Search


Search across all episodes within this podcast

Episodes (83)