In preparation for the B2B Marketing Forum, Shimon Ben Ayoun from SPOTONVISION interviewed Mike Volpe, CMO at HubSpot. Mike is one of the keynote speakers for the event and will be sharing his thoughts on his ‘love story’ approach to inbound marketing, which is the title of his presentation on March 14th.
Why use love in your marketing?
Mike explains, “Inbound marketing is more complex than just making people love your company so they’ll buy your product. The fundamental flaw with most marketing is that it uses pressure and coercion, not permission and love. People have changed how they live, learn, and shop, but marketing is still stuck in the 1990s, interrupting people with cold calls and ads. Marketing’s job is to increase revenue, but it’s important to use love and respect instead of pressure.”
The shift from mass media to personalized content
The internet has always been seen as mass media, but Mike challenges that notion.
“I think the internet is huge, but it’s not mass media. It allows for personalization in ways that no other medium can. Unlike TV, where choices are limited, platforms like YouTube and Amazon personalize content based on users’ behavior and preferences. This is how businesses should approach B2B marketing by tailoring their content to different audience segments.”
How fast is the shift happening in marketing?
Mike notes, “Shifts like these can take decades, but the pace of change is accelerating. Mobile is spreading faster than the internet did, and the benefits of moving quickly and being a leader in marketing innovation are clear.”
The importance of personal relationships, even in a global world
Even though we live in a more global world, Mike emphasizes that personal relationships still matter.
“Global doesn’t mean impersonal. Humans are wired to build relationships. With the right technology, companies can maintain personal, lovable relationships with their customers without it being manual. Think about how Amazon and Netflix do it.”
Marketing vs. sales: is there a difference?
Mike explains, “If you can afford one-on-one human relationships with each customer, that’s great, but many companies can’t afford it. Even with a salesperson dedicated to a client, many customers still prefer interacting with a website or mobile app because it’s faster and easier.”
Can every company afford to create content?
Mike advises companies to “invest in marketing to grow. Take the money you’re wasting on traditional advertising like phone books, print publications, or direct mail, and invest it in inbound marketing. This will not only improve your customer relationships, but also boost your revenue.”
When is enough enough in marketing?
Mike emphasizes that marketing is an ongoing effort. “You don’t have to do everything, but you should keep investing until the return isn’t worth it or you no longer want to grow faster. If you want to keep growing, you need to keep experimenting.”
What should non-creative companies do?
For companies lacking creative writing skills, Mike suggests hiring a ghostwriter.
“Separate writing ability from market knowledge. Journalists are affordable and can be hired to interview experts within your company to generate high-quality content.”
Standing out in a sea of content
With the massive influx of content being created, how can a company stand out? Mike says,
“The assumption that too much content will make inbound marketing ineffective is flawed. The shift is that customers are now in control. On platforms like Twitter, it’s harder to spam because users must opt in, but it’s easy to annoy people with cold calls.”
Content creation: what topics should companies write about?
Mike suggests companies ask their customers what topics interest them. “Check your email. People ask your business questions all the time. Answer those questions, and you’ll have plenty of content for your inbound marketing efforts.”
How to reach non-internet users?
Mike talks about the digital divide: “In the undeveloped world, about one-third of customers are online. However, with the rise of mobile devices, this number is expected to grow quickly, and platforms like Twitter, which can operate through SMS, are helping non-internet users connect.”