Every year I agonize over my INBOUND schedule. Truly. With so many powerful speakers, so much valuable content, there's an art to building the perfect INBOUND schedule. Over the years I've learned to embrace diversity in my own content consumption, bring a team so my organization can maximize opportunities, and set aside time to digest, share and plan for the future.
Of course, every year I find myself in a different mental space, in a different stage of growth, seeking different answers to sales and marketing questions. This year, I'm entering INBOUND hyper-focused on scaling my sales and marketing team while ensuring that our #AllStar Partners are in lock step with our efforts.
Because, as the African proverb states:
"If you want to go fast, go alone. If you want to go far, go together."
And so, with partnership on my mind, here are a few of the INBOUND sessions I'm most looking forward to this week in Boston:
In this sesison, Ja-Nae Duane will be sharing how experiential marketing can help your company stay fresh and innovative by pulling together different channels into one connected and memorable experience. For me, partners have got to be a part of this equation. With over 70% of the world's goods and services being sold and delivered through indirect sales channels, there's an amazing opportunity to engage customers and build brands together through connected experiences.
Today's buyer demands authenticity more than ever before, and yet so many companies struggle with remaining authentic as they grow. Andrew Reid claims that you don’t have to be small to be authentic, you just need to know what you stand for, understand who your customers are and what your brand means to them, and keep that knowledge at the center of every interaction between customers and your brand. This has to include your partner program. Gone are the days of opening the floodgates and bringing in any and every company that will refer or resell your product. To remain authentic, you need to be clear on what types of partners make sense for your business, for your customers.
Trello has more than 12 million users, and after launching 20+ languages over the last year, 75% of web traffic and 45% of revenue comes from outside the U.S. Whoa. I can't wait to hear how Trello capitalized on their organic growth through strategic marketing and see if strategic partners in international markets played a role in their explosive growth.
In addition to the powerful keynotes and hilarious entertainers gracing the INBOUND16 stage, you'll also find me at these breakouts:
When I tell my sales counterparts at other startups that my leads are 100% inbound, they typically look at me with wide eyes and open mouths and ask, “Really? I don’t understand how you can do that.” In this session, I'm sharing all of my secrets. How we came to understand our buyer as an early-stage startup, how we leveraged buyer insights and the buyer journey to create deal-winning content, and how we ultimately convinced our board that inbound was more effective than outbound (when all they wanted was for me to hire a team of SDRs to make 1000s of cold calls), and then made them believers. Save your seat here.