Ep 009: Build And Strengthen Your Company’s Future Using Inbound Principles
Ep 009: Build And Strengthen Your Company's Future Using Inbound Principles
Build And Strengthen Your Company's Future Using Inbound Principles
The Digital Slice Podcast is brought to you by The Friedman Group, LLC
Inbound or outbound? One of the questions you may be confronted with when it comes to marketing is whether you should have an inbound or an outbound strategy. This is especially important considering the investment required when implementing these marketing strategies over a period of time.
At the end of the day, what you need is an effective technique that does not only attract potential customers but also helps build trust that will lay the foundation for a long-term relationship with them. Inbound marketing could be a good fit for your company. But beyond marketing, an inbound revolution has been taking place - making inbound a philosophy to guide and direct your whole organization and business toward success. Discover the principles of Inbound Organization in this episode of The Digital Slice Podcast and learn how to live it and breathe it in your business.
Dan Tyre is one of the original team members of Hubspot. Dan is a recognized authority in inbound marketing as well as sales. He is also a senior level software executive, writer, speaker, investor, mentor and coach for inbound success. His expertise is in inbound sales, inbound marketing, and inbound service.
Todd Hockenberry is the owner of Top Line Results, LLC specializing in leading revenue growth in small to medium-sized companies and focusing on capital equipment, technology, and manufacturing. Todd is a published author for industry and technology trends specifically in magazines such as Photonics Online, The Fabricator, Modern Application News, Industrial Laser Solutions to name a few. He is also a sought-after speaker in trade shows and tech conferences.
In this Episode:
- How Todd started to unknowingly use inbound principles while working with an industrial company
- How effective quality content, SEO, and email campaigns are in engaging customers as Todd discovered in 2002
- How Todd founded Top Line Results, partnered with HubSpot, and agreed with Dan to write a book on Inbound Organization
- How inbound has evolved into a philosophy that can be applied to the rest of your organization and your whole business
- How Todd and Dan synergized to the writing of the book, Inbound Organization
- How HubSpot and its leadership team lent support in the writing of the book
- How decision-making and buying power has been turned over from the sales person to the buyer
- How change has to start within the organization first in order to grow as a business
- How being helpful from end to end is central to an Inbound mindset and strategy
- Why transforming into an Inbound Organization is relevant today
- How leadership is critical to the transformation to an Inbound Organization
- How sales and marketing has to work together to create a satisfying customer experience
- How referrals are still the best source of leads making the customer journey critically important
- How the MSPOT or Mission, Strategy, Plans, Omissions, and Targets is a helpful tool for focus and execution
- How to create the buyer persona from a behavior standpoint more than demographics
- How Gary Vaynerchuk is right about the importance of content
- How helping and establishing a relationship with potential customers is the key to selling
- How to make the Inbound Operating System work for your organization from hiring, to cultivating a company culture, to the customer experience
- How transparency should work in an Inbound Organization as a core value
Quotes From this Episode:
“We started to write about case studies and application stories and solution stories about problems and solutions and what we found was we could really engage an audience.” - Todd Hockenberry
“We wanted to give HubSpot Partners a tool and a credibility piece that they could hand to customers or prospects and say, this isn’t just about marketing, it’s really about your whole business.” - Todd Hockenberry
“Buyers’ behavior has changed over the last ten years.” - Dan Tyre
“The balance of power just went from the sales person and over to you.” - Dan Tyre
“The basis of inbound in this book is you gotta be a human being.” - Dan Tyre
“You have to understand and treat people like human beings.” - Dan Tyre
“To grow, you need to change your business.” - Todd Hockenberry
“If you’re not practicing Inbound, quit.” - Dan Tyre
“Your customers, your users are your best sales people if they’re happy.” - Todd Hockenberry
“Reality is, if you don’t practice Inbound, you’re gonna get annihilated, and I can prove it.” - Dan Tyre
“Inbound is all about being a human being.” - Dan Tyre
“Companies have to recognize that the brand they project to their customers is also one they have to think about and cultivate for their employees.” - Todd Hockenberry
Resources:
Dan Tyre
Twitter: @dantyre
Facebook: https://www.facebook.com/dtyre
LinkedIn: https://www.linkedin.com/in/dantyre01/
Website: https://hubspot.com
Website: https://www.hubspot.com/dantyre
Todd Hockenberry
Twitter: @ToddHockenberry
Facebook: https://www.facebook.com/todd.hockenberry
LinkedIn: https://www.linkedin.com/in/toddhockenberry/
Website: https://www.top-line-results.com/
Book by Dan Tyre and Todd Hockenberry: Inbound Organization
Brad Friedman
Twitter:
Facebook: https://www.facebook.com/thefriedmangroup
LinkedIn:
https://www.linkedin.com/in/bfriedman/
https://www.linkedin.com/company/the-friedman-group-llc
Youtube: https://www.youtube.com/friedmansocialmedia
Website: https://friedmansocialmedia.com
Books
“Brad Friedman on Digital Marketing,” by Brad Friedman
“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
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