After spending most of my career as a journalist, I’m finally starting to feel like a legitimate marketing executive after attending HubSpot’s Partner Day in Boston. Partner Day is a big deal in the HubSpot world, an exclusive event for the leaders of the top agencies in the country. And although I learned plenty of tips, tricks, and trends from HubSpot’s best and brightest (impressive, because this is a company that only hires the best and brightest in the first place), it was Brian Halligan’s keynote speech that proved a former journalist can not only find a home in the marketing world, but may be positioned at the front of it. Halligan’s vision for marketing’s future lands squarely in the spot journalists have been standing on for years: providing helpful, truthful information — particularly video.
HubSpot, Journalism, and the Future of Marketing
Halligan is the guy who co-founded HubSpot back in 2006. The guy who hitched his wagon to the idea that a buyer’s journey usually starts in the Google Search Bar. So HubSpot created tools to embrace that journey – blogs to answer the questions people are searching for (and create website visitors), call-to-action buttons to promote content offers that might be relevant to them, and landing pages with forms to convert the visitors into leads, along with email marketing and analytics tools to nurture them into customers – using content as the magnet in every step of the journey.
Frankly, that Inbound Marketing Methodology works even better today than it did when Halligan and fellow visionary Dharmesh Shah launched HubSpot ten years ago. It absolutely connects with the buyer's journey. But what about the next ten years? What will Halligan’s baby look like as a teen? He did some research and laid out a vision for the next ten years that truly inspired me.