Inbound Sessions to Attend
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DateStartFinishRoomCodeSpeakersSession TitleAttendingSession AbstractSession Type
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9/8/20156:00PM7:00PMKeynotes - Ballroom Level 3KN01Seth GodinKeynote: Seth GodinBe inspired by the headline speakers of INBOUND 2015. These remarkable individuals will motivate, enlighten and move you.Keynotes
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9/9/20159:00AM10:00AMKeynotes/Spotlights - Exhibit Hall BKN02Brené BrownKeynote: Brené BrownBe inspired by the headline speakers of INBOUND 2015. These remarkable individuals will motivate, enlighten and move you.Keynotes
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9/9/201510:30AM11:15AMHacks, Tips, & Tricks - Room 153 AHTT01AAmy Schmittauer5 Steps to a Successful Video Strategy on YouTubeIf you're like 100 million daily Internet users, you probably watched an online video today. Living a moment vicariously through the creator and getting a glimpse into their reality. Why not allow your audience to make that connection with your brand as well? Video is as accessible as it's ever been with smartphones and multimedia-friendly social platforms. The only thing left to do is create something your audience will love! Amy Schmittauer of the successful video blog Savvy Sexy Social will share the 5 crucial steps to building a video strategy that not only builds brand awareness but will keeps your target customer hooked on you creating advocates for life!Hacks Tips & Tricks
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9/9/201510:30AM11:15AMHacks, Tips, & Tricks - Room 157 ABCHTT01DJack VincentA Sale Is A Love Affair - Seduce, Engage & Win Customers' HeartsThe top salespeople in any industry are loved by their customers. They build a deep, human connection that parallels finding love, falling in love and growing a trusting, romantic relationship.

The mindset is actually a heart-set. It focuses on pulling customers through their purchasing cycle, not pushing them through your sales cycle. Jack uses stories and anecdotes that make eye-opening links between romantic relationships and complex sales.

It’s all about attracting early on and building trust at every step. Keep it simple in marketing. Go deeper in sales.

Love more. Sell more.
Hacks Tips & Tricks
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9/9/201510:30AM11:15AMExecutive Talk - Room 258 ABCET01Cameron HeroldCreating a World Class Company CultureIn this invigorating presentation, Cameron shares the secrets he has used to create truly amazing high-growth workplace cultures, including one company he led being rated #2 in Canada's Best Places to Work as awarded by Canadian Business Magazine and twice rated #1 Best Places to Work in BC as awarded by BC Business Magazine. He's also formally mentored four others now ranked among the best to work for in their countries as well. This is some of the best content he teaches yearly at EO's Entrepreneurial Masters Program held at MIT's Endicott House. In this presentation, Cameron will reveal:

How to use a unique visioning process called a Vivid Vision to create total alignment in your employees and have them reading your mind; The best systems to attract, interview, select & handcuff top employees; Secrets to attracting "A" Players away from competitors; Real life examples of what fantastic workplaces look like where Gen X, Gen Y & Baby Boomers all productively work together; Step-by-step strategies for balancing culture with your bottom line
Executive Track
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9/9/201510:30AM11:15AMIdeas & Experiences - Ballroom EastIE01CR "Ray" WangDisrupting Digital BusinessWe’re standing at the dawn of a digital business revolution, but we barely realize it. As with the beginning of every revolution, those in the midst of it can feel it, sense it, and realize that something big is happening. Yet it’s hard to quantify the shift. The data isn’t clear. From how we interact with each other to how we engage with organizations, the shift is right in front of us. However, organizations usually react to change by denying, delaying, and disparaging — a key reason why 52 percent of the Fortune 500 have been merged, acquired, gone bankrupt, or fallen off the list since 2000.

Digital business disruption is no longer an option—it’s a necessity. Social, organizational, and technology shifts require a new way of thinking about business, one that leverages a digital DNA to deliver experiences and outcomes, and to transition from selling products to keeping brand promises. Learn how digital transformation allows you to use digital to disrupt instead of become one of the disrupted.
Ideas & Experiences
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9/9/201510:30AM11:15AMBold Talks - Room 210BT01CBrian ClarkFurther: The Secret to Success in Business and Happiness in LifeIt’s said that happiness is a way of travel, not a destination. What could be viewed as a lack of contentment is actually the drive that makes us feel most alive. Taking it to the next level is not only the key to business growth, it’s how we grow as people.

In this presentation, serial entrepreneur and Copyblogger Media CEO Brian Clark will make the case that winning the lottery and whiling away on the beach is not what we really want. Rather, the process of growth and advancement, in both business and life, is way more important than the rewards that come from the process.

In other words, happiness and living your best life are not about arriving at some idyllic destination. It’s your personal journey and the realization of your full potential that matters, which means the secret to happiness and fulfillment is to keep going to the next level … and beyond.
Bold Talks
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9/9/201510:30AM11:15AMEncore - Room 104 ABCEN01Craig MillerHacks, Tips & Tricks - How Buy Buttons are Reshaping EcommerceThe "law of shitty clickthroughs" shows that you need to be on the bleeding edge of marketing, always striving to find new ways to reach potential customers. In this session, you will learn how buy buttons and the shift to discovery vs. search are changing the ecommerce landscape, and the very nature of inbound marketing. Craig Miller, CMO of Shopify, will address why mobile will become the dominant form of monetization in the next five years, and how any companies who "don't sell" can use retail campaigns as an engagement and marketing strategy. This presentation will address the nature of these changes in commerce, and provide actionable steps to leverage the opportunities they provide.Hacks Tips & Tricks
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9/9/201510:30AM11:15AMIdeas & Experiences - Room 253 ABCIE01ATodd RoweHow Google Drives a Culture of InnovationMany companies have initial success with one type of product, but struggle to continue innovating. Come learn some of the principles Google uses to drive a culture of innovation, at the product level, employee and team level, and company-wide, and how to apply them to your company.Ideas & Experiences
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9/9/201510:30AM11:15AMPartner & Agency - Room 107 ABCPT01AMike LiebermanHow To Grow The Hell Out Of Your Agency: 11.5 Steps To Do Today To Grow TomorrowGrowing your inbound agency might be the hardest task you've ever undertaken.

Clients, team members, finances, competition, pricing, tools and technology make what we do every day extremely difficult. Now add the extra task of having to explain inbound marketing to people who have no idea what you're talking about and you have a major challenge on your hands.

In this session, Mike Lieberman, founder of Square 2 Marketing will talk about how he grew his agency from 12 people to 62 people in just two years while maintaining an extremely high NPS, becoming HubSpot's first Diamond partner and doubling their net profit.
Partner Track
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9/9/201510:30AM11:15AMHacks, Tips, & Tricks - Room 153 BCHTT01BChristine PerkettPR Analytics & Measurement: A New Data FrontierThe Barcelona Principles, AVEs, impressions, owned, earned, paid media… the PR landscape is changing and with it, the ability to use data to measure success, predict winning strategies and prove bottom line business impact. Data has given PR teams the ability to move away from output reports and instead measure outcomes and impact. Learn: What the Barcelona Principles are and why you should care; How to satiate the new data-driven CMO: Why today’s leading PR firms and executives understand how to use analytics tools and human insight to present more compelling measurement reports; What a brand client should consider when reviewing a PR report; Why today, monitoring outcomes is one thing; analysis is another: analysis is crucial to help identify patterns of success to repeat what’s working and pivot from what isn’t; How to navigate the new sea of “PR measurement tools”
Hacks Tips & Tricks
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9/9/201510:30AM11:15AMBold Talks - Room 210BT01BDarren RowseSerendipitous Success: 7 Habits of Lucky PeopleMany successful entrepreneurs recount stories of serendipity as part of their entrepreneurial journey.

These 'happy accidents' are often pivotal moments that change the course of a business and the lives of those running them.

Such people are often described as 'lucky' by those looking in from the outside but is it luck or are there hidden factors at play that increase the chances of serendipitous success?

In this session Darren will identify 7 habits of lucky people and share some practical things that attendees can do to increase the chances of luck happening in their own businesses and lives.
Bold Talks
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9/9/201510:30AM11:15AMBold Talks - Room 210BT01AGretta GardnerStop Domestic Violence - The Ultimate Sales PitchThere is no good reason why I still have a robust career in 2015. My job is essentially to help criminal and civil justice systems and agencies respond effectively to domestic violence, sexual assault, stalking, and dating violence. WHY are we still combatting intimate partner violence? Can we all agree that abusing someone you love is wrong? And yet, we don't agree. That's why I have great job security. All day, every day, my job is to sell people on the concept that we all have a human right to be free of violence from our intimate partners. The data doesn't lie – Three women are murdered every day by a current or former male partner in the U.S. A woman is beaten every 9 seconds in the U.S., and 10,000,000 children are exposed to domestic violence every year. The statistics are staggering as we fail to stop this epidemic in our country. The Violence Against Women Act has been helpful in saving women's lives, but more needs to be done. The human costs and the economic costs are devastating to all of us. We can change this. We can use the data, the BIG data, to make a difference, to change the narrative. We can make our homes safer and replace power and control with equality and respect. When we end domestic violence, I will look forward to a different career...Bold Talks
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9/9/201510:30AM11:15AMGrow with HUBSPOT - Room 205 ABGWH01ABill King;Tyler RicherThe Changing Face of SEO in 2015
Being found through organic search is still one of the most effective ways to scale your business. However, SEO can be complex and challenging for many marketers. We'll discuss common 'then vs. now' misconceptions and talk about modern SEO strategies that work in today's search world.
Grow with Hubspot
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9/9/201510:30AM11:15AMHacks, Tips, & Tricks - Room 160 ABCHTT01EWill CritchlowThe Future of SearchSearch is undergoing dramatic changes which take it away from the paradigm of keywords and the focus on websites, towards implicit intent, conversational search and app indexes.

Will is going to cover the things you should be doing *now* to set your company up for success as Google uses its machine learning and artificial intelligence to reposition itself for a mobile-first world.

Hacks Tips & Tricks
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9/9/201510:30AM11:15AMHacks, Tips, & Tricks - Room 156 ABCHTT01CSonia SimoneThe Intersection of Content and Social MediaWhat happens at the intersection of content and social media -- lessons learned from Copyblogger's social presence. Sonia Simone will talk about why we left Facebook behind, and how we're using LinkedIn, Twitter, and Google+ in our content strategy. She'll also talk about our recommendations for best practices in social media marketing.
Hacks Tips & Tricks
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9/9/201510:30AM11:15AMPartner & Agency - Room 109 ABPT01BJeremy KingTrue to the Game: Four Moves to Quadruple Your Average Client SizeElement Three is a HubSpot Platinum Certified Partner Agency, recently featured in Fast Company and Harvard Business Review, listed as a "Fastest-Growing Company" by the Indianapolis Business Journal two years running and twice ranked in the Inc. 5000. Their growth has been intentional and predictable and can be largely attributed to right sizing their clients. Set to a hip hop theme, Jeremy will show four moves Element Three made that resulted in their average client size quadrupling over the last three years. This session is sure to include laughs and deep truths you can immediately employ in your agencyPartner Track
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9/9/201511:45AM12:30PMHacks, Tips, & Tricks - Room 153 BCHTT02BAlicianne Rand#META How a Content Marketing Company Does Content Marketing: Advanced Strategies To Succeed And ScaleMarketers from small business to global enterprise know the most challenging thing when it comes to creating compelling content can be scale. How do you fill so many distribution pipelines with high-quality content and keep your audiences coming back for more? In this tactical session, we'll discuss all the content options on the table: original, licensed, and user-generated, how to execute them, which works best for your brand, and what your distribution strategy should look like. We'll go through NewsCred's own content marketing case study – over 1,000 articles, 350 newsletters, and 1M+ page views – giving you all our the behind-the-scenes secrets and tactics. And, we'll share advanced strategies of our customers, including Spotify, Pepsi, Bloomberg and more.Hacks Tips & Tricks
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9/9/201511:45AM12:30PMHacks, Tips, & Tricks - Room 156 ABCHTT02CTrish Bertuzzi7 Sales Development Hacks to Jack PipelineSales Development has become the secret sauce that fuels the revenue engine. In this session Trish will share 7 SDR hacks ranging from process to technology that you can take back and implement immediately.Hacks Tips & Tricks
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9/9/201511:45AM12:30PMExecutive Talk - Room 258 ABCET02Kevin Eyres Beyond Doubt: Conscious Leadership as Fuel for InnovationSelf-doubt. Some use it, some get used by it, but we all experience it. As leaders, this internal battle all too often prevents us from driving innovation within our organizations. In this immersive program, Kevin empowers leaders to transform self-doubt from a roadblock of weakness to a powerful tool for influencing and inspiring a culture of innovation. Drawing from business trends, science and his experience at the helm of innovative hyper-growth organizations, Kevin inspires audiences to: Use doubt as fuel for creating a culture of innovation in their organizations; Cultivate the "head and heart" of leadership by responding rather than reacting, showing vulnerability at the right times, and speaking up; Recognize self-doubt as a fundamental aspect of leadership development
Executive Track
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9/9/201511:45AM12:30PMBold Talks - Room 210BT02CKai KightComposing Your WorldFulfill the opportunity for reinventing the world around you. As a classical violinist turned improvisational composer, Kai Kight uses his own transformative musical journey as a metaphor to inspire people to embrace how they too can shape their future. Listen to beautiful original music and a moving message that will inspire you to hear your world differently.
Bold Talks
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9/9/201511:45AM12:30PMIdeas & Experiences - Ballroom EastIE02CLaura FittonEarning Influence: Humility as a Multiplier of GrowthHearing lots of buzzwords like Influencer Relations, Influencer Marketing, Community, and Customer Marketing but not sure how to apply them to your business? HubSpot's Inbound Evangelist shares everything she's learned about Influencer Relations and building community. You'll learn the surprising reason way humility can become a growth multiplier.Ideas & Experiences
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9/9/201511:45AM12:30PMBold Talks - Room 210BT02AJohn BoniniEveryday Courage – The Power of Motion in Overcoming AdversityWhile each of us has our own characteristics and talents that make us unique, one thing we all have in common are our relationships with adversity. Whether it's the loss of a job or a loved one, we all have our own mountains to climb. In this inspiring Bold Talk, Bonini discusses his own journey through incredible tragedy, and what he learned about overcoming it, finding purpose, but most of all, what he learned about himself.Bold Talks
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9/9/201511:45AM12:30PMEncore - Room 104 ABCEN02Steve DeckertHacks, Tips & Tricks - Retention Marketing: The Next Ecommerce BattlegroundProven ecommerce strategies like SEO, paid ads, social media, and email marketing have been effective, but competition is growing. With this increased competition comes decreased effectiveness. Because of this, a new ecommerce strategy has emerged: retention marketing. Retention marketing is the strategy of keeping more customers actively engaged for longer, and is the new battleground on which ecommerce brands will fight. In this talk, you'll learn how to win this fight.Hacks Tips & Tricks
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9/9/201511:45AM12:30PMGrow with HUBSPOT - Room 205 CGWH02BDmitriy Peregudov;Tom SchwabHow Two HubSpot Customers Transformed Their Businesses with InboundLearn how two HubSpot customers have grown their businesses with HubSpot's inbound marketing and sales solutions. Tom Schwab has led the growth of Goodbye Crutches, a direct to patient private pay ecommerce business, from a regional player to a national leader in under 3 years. Dmitriy Peregudov has grown Giftbasketsoverseas.com rapidly, leading to its inclusion on the INC5000 list of fastest growing private companies for the last three years, and bringing the company to #1 in international gifting for the service area. In this deep dive session, Tom and Dmitriy will share how they have transformed their companies and business strategies from top to bottom to follow the inbound model.Grow with Hubspot
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9/9/201511:45AM12:30PMGrow with HUBSPOT - Room 205 ABGWH02AZack WolfsonLeveraging the Salesforce IntegrationIf your company uses Salesforce and HubSpot together, you know the integration can be complex and hard to understand. In this session, we will attempt to demystify the inner workings of the HubSpot-Salesforce integration, and walk through some best practices on syncing and reporting between the two systems.
Grow with Hubspot
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9/9/201511:45AM12:30PMBold Talks - Room 210BT02BArvell CraigMy Inglorious FeetThe feet that treat failures as stepping stones develop callouses. And with decreased sensitivity they loose their ability to feel truth.

Bold Talks
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9/9/201511:45AM12:30PMHacks, Tips, & Tricks - Room 157 ABCHTT02DJessica GioglioPushing Boundaries and Borders with Global ContentFrom booty shorts, to explicit jokes and raw honesty, marketing is done a little differently outside of the United States. Too often we default to the U.S. as the thought leader when it comes to innovative digital content and social media programming, but in this presentation, Jessica Gioglio will challenge that mentality.
Hacks Tips & Tricks
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9/9/201511:45AM12:30PMKeynotes/Spotlights - Exhibit Hall BSL01Jon RonsonSpotlightsGain a much greater understanding of an influential individual or topic. Walk away enlightened and informed.Spotlights
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9/9/201511:45AM12:30PMHacks, Tips, & Tricks - Room 153 AHTT02AOli GardnerThe Four Corners of Conversion: Understanding the Intersection of Copy, Design, Interaction & PsychologyYou can’t have copy without a design to present it. You can’t have design without a way to interact with it. And you can’t convert if you can’t persuade.

By understanding how information hierarchy impacts clarity, how the 23 principles of Attention-Driven Design impact focus, how faulty interaction models impact cognitive stress, and how the fine line between influence, persuasion and manipulation can be the difference between delight and disgust – you can make real change to your conversion rates.

In this incredibly actionable session, Oli will show you how to combine the four corners of conversion in a data-driven optimization framework that will change the way you deliver delightful and high-converting campaign experiences.
Hacks Tips & Tricks
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9/9/201511:45AM12:30PMIdeas & Experiences - Room 253 ABCIE02ADr. Carmen SimonThe Neuroscience of Memorable ContentCustomers and decision makers are constantly bombarded with requests for their attention, many of which unfortunately go ignored. Join this session to discover strategies for transforming your content into something worth noticing and remembering. To help us understand how people pay attention, remember content, and ultimately act on it, we look at the field of neuroscience, which reveals insights on how the brain processes information and tends to remember it – or, more often – forget it. Join us to learn how to convert neuroscience insights into practical guidelines you can use to craft content with lasting impact.Ideas & Experiences
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9/9/201511:45AM12:30PMPartner & Agency - Room 109 ABPT02BJami OettingThe Perils & Possibilities of Outsourcing: What Agencies Need to Know About Scaling Content Through Contractors for Client ProjectsThe subject is a source internal debate in many agencies: Should you outsource or hire someone in-house? What types of projects and skills should you outsource for? What work should you never outsource? Should you be transparent with clients about freelance practices?

In this panel discussion, Jami Oetting (editor of Agency Post) along with Susan LaPlante-Dube of Inbound Central, Kevin Jorgensen of IMR Corp, and Jeff White of Kula Partners will debate the problems with outsourcing, best practices for managing freelancers and projects, and the right approach to outsourcing so that it serves your agency’s growth goals.
Partner Track
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9/9/201511:45AM12:30PMHacks, Tips, & Tricks - Room 160 ABCHTT02ELarry KimThe Top Ten Social Media Advertising Hacks of All TimeLearn unusual tips, strategies and process for getting 10-100x more value from paid ad campaigns on Facebook, Twitter, YouTube, Linkedin & Google+, including how to drive exponentially more traffic to your content, and convert 3-5x more of those clicks into leads and sales – all for less than $50 per campaign! Attendees will gain critical insights into how the algorithms of Paid Social Media advertising REALLY work, including Relevancy Score and Quality Adjusted Bids, which govern how often your ads show and what you pay for them. A must-attend session for Content, Social Media and PPC Marketers alike.Hacks Tips & Tricks
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9/9/201511:45AM12:30PMIdeas & Experiences - Ballroom WestIE02BScott StrattenUnViral: Why Word Of Mouth Needs To ChangeContent is being produced and shared faster than ever before. To quench the never-ending thirst for content, marketers are always looking for more efficient ways to produce massive amounts to feed the beast. But when we tip toe over the line of efficient to ethics, we start going down the wrong path, one of which is almost impossible to turn back on.

Attendee takeaways:

Why the race to be first can hurt your brand.
The epidemic of Facebook Freebooting and why it’s pointless to begin with and may even break the law.
How one person got a national brand investigated for circumventing the viral system.
Ideas & Experiences
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9/9/201511:45AM12:30PMPartner & Agency - Room 107 ABCPT02ADavid C. BakerWhat the Research Shows About the Most Effective Account Service TeamsWhat are the essential elements of an elite account services team?

Join David C. Baker as he reviews the results of an agency personnel study conducted by ReCourses, Inc., that involved 13,000+ agency employees, including the specific implications for account service teams.

During this session, you’ll learn how to: Better identify the personality you are screening for; Craft the most effective job description to hire the right type of talent; Build a department that grows and just doesn’t maintain accounts
Partner Track
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9/9/201512:45PM1:30PMIdeas & Experiences - Ballroom WestIE03BPeter ShankmanAin’t No Customer Like a Zombie Customer: Using Great Service to Create Rabid FansYou might think Zombies only have to do with the undead, but when they involve loyalty, these are Zombies you WANT! Join Best-selling author and 3x Entrepreneur Peter Shankman as he discusses how the next fifty years of the economy will focus on the customer experience, and how a great customer experience given to the customers you have, will create Zombie Loyalists, who will go out of their way to bring you the new clients and customers you want.Ideas & Experiences
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9/9/201512:45PM1:30PMBold Talks - Room 210BT03BAmber CaseDesigning Calm TechnologyOur world is made of information that competes for our attention. What is needed? What is not? We cannot interact with our everyday life in the same way we interact with a desktop computer. The terms calm computing and calm technology were coined in 1995 by PARC Researchers Mark Weiser and John Seely Brown in reaction to the increasing complexities that information technologies were creating. Calm technology describes a state of technological maturity where a user’s primary task is not computing, but being human. The idea behind Calm Technology is to have smarter people, not things. Technology shouldn’t require all of our attention, just some of it, and only when necessary.

How can our devices take advantage of location, proximity and haptics to help improve our lives instead of get in the way? How can designers can make apps “ambient” while respecting privacy and security? This talk will cover how to use principles of Calm Technology to design the next generation of connected devices. We’ll look at notification styles, compressing information into other senses, and designing for the least amount of cognitive overhead.
Bold Talks
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9/9/201512:45PM1:30PMHacks, Tips, & Tricks - Room 157 ABCHTT03DPeg FitzpatrickDIY Design Hacks: How to Use Visual Marketing to Leave Your Competition in the DustImages can make or break a landing page, promotion, or social media post. They are the many faces and personalities of your brand, which is why it's so important to get them right! But how, you ask, can you make them easily, quickly, all the while ensuring their effectiveness and quality?

Join social media author and visual marketing powerhouse Peg Fitzpatrick as she uncovers the revolutionary DIY Design Hacks we've all been waiting for. Creating images doesn't have to be at the bottom of your to-do-list, and you don't have to be a pro to make them look impressive!
Hacks Tips & Tricks
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9/9/201512:45PM1:30PMHacks, Tips, & Tricks - Room 156 ABCHTT03CDan NeelyFind Your Opportunity AudienceFind your opportunity audience -- customers who are leaning in to your brand though you may not know it yet. Networked Insights CEO Dan Neely will discuss "the brain," the technology his company developed that makes data meaningful for brands as they look to connect with their opportunity audience. The brain analyzes data from across the social web to understand what's meaningful to consumers across many dimensions of their lives, giving marketers the information they need, at the moment they need it, to identify new target segments, create better content and connect through more effective media placements.
Hacks Tips & Tricks
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9/9/201512:45PM1:30PMPartner & Agency - Room 109 ABPT03BClodagh HigginsGetting Your Prospects to Pay: How to Drive Value Through Paid Services in the Pre-Sale ProcessGetting Your Prospects to Pay: How to Drive Value Through Paid Services in the Pre-Sale Process

As Inbound Agencies, we oftentimes invest a lot of time and money in the sales process before seeing any return.

What if there was a way to get paid for delivering client value during the pre-sale process, all while qualifying them further to ensure they’re a long-term fit for your agency?

Join Clodagh Higgins, Senior Channel Consultant at HubSpot as she shows you how to leverage the pre-sale process to: Get paid to qualify potential Inbound Retainer Clients; Discover the industries and companies your agency should specialize in; Find out if a prospect has the budget and time to work with you on a long term basis
Partner Track
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9/9/201512:45PM1:30PMGrow with HUBSPOT - Room 205 CGWH03BMichael GriffinHow to Effectively Use Twitter to Elevate Your Marketing StrategyTwitter is crucial to an inbound marketing strategy. You can use it to not only support your content, but also to engage with your customers and generate new leads. This session will cover the ways you can leverage the HubSpot Social Inbox to construct a Twitter strategy that doesn't let any potential customers slip through the cracks.Grow with Hubspot
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9/9/201512:45PM1:30PMIdeas & Experiences - Room 253 ABCIE03AJenifer KernHow to Get Your Sales Teams Jazzed About Inbound MarketingAny new Hubspot adopter knows that the transition to Hubspot and Inbound marketing requires a change in mindset from traditional outbound-only strategies to a new way of thinking about marketing to your customers -- both inside and outside the organization." Outbound strategies may still be working, but you know Inbound has the power to drive more qualified leads faster. You have the vision, but how do you get your leadership team on board? And the sales force? It's time to get creative and get out from behind your desks, marketers! We'll walk through some creative strategies the marketing team used at Celerity to get both Sales and Leadership totally bought into Inbound, after significant success with outbound. Remember - the skies the limit!Ideas & Experiences
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9/9/201512:45PM1:30PMHacks, Tips, & Tricks - Room 153 AHTT03ASteve McKenzieHow to Run Your Sales Team Like a Data ScientistEveryone has an opinion when it comes to B2B sales. And while these opinions are often valid and may prove to be correct, they’re still just opinions. Any idea that’s not backed up by solid data is an educated guess - not a fact. In this session, Steve McKenzie will discuss the importance of having an objective, metrics-based approach to sales management. Attendees will learn how to build consistent, data-driven sales processes, how to prioritize objective data over subjective opinions, and how to consistently integrate data into pipeline reviews and forecasting meetings in order to garner respect and trust as a leader (and to keep your sales people honest). After all, it’s only logical: data beats opinions in every instance, including on your sales team.Hacks Tips & Tricks
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9/9/201512:45PM1:30PMGrow with HUBSPOT - Room 205 ABGWH03AStephanie LussierHow to Supercharge your Marketing with AutomationMarketing automation has the power to vastly multiply the reach of your marketing team. How do you know if you're using it to its fullest potential? Come to this session to learn about best practices when using the HubSpot Workflows tool for lead nurturing and beyond.
Grow with Hubspot
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9/9/201512:45PM1:30PMHacks, Tips, & Tricks - Room 160 ABCHTT03EAmanda Iglesias;Brian McMullinInbound Customer Support - Eliminating Effort by Understanding ContextCustomer support doesn't have to be a miserable experience for your customers nor does it need to meet an impossibly abstract standard ("delight") in order to be truly help people. Creating a positive customer support experience is only possible by studying the entire end to end experience of the customer life-cycle. Once you understand how your product & service intersects with the rest of their life, you can set about designing an experience that removes the effort from the interaction. For example, by understanding context of our users' lives, we've been able to build a customer support experience that is accessible where are users "live" (in the product) and makes it easy for them to get the help they need. Hacks Tips & Tricks
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9/9/201512:45PM1:30PMIdeas & Experiences - Ballroom EastIE03CTim AshMobile Conversion StrategiesThe "year of mobile" has already happened, and you are late to the party.

In the rush to catch up, you have probably retrofitted "mobileness" belatedly onto some of your desktop experiences. Unfortunately this approach will most likely fail. Understand the pitfalls of going mobile, and why it is a fundamentally different proposition than a desktop user-experience.

You will learn a number of important perspectives on creating a compelling mobile conversion strategy: Why context (not content) is king; How multi-screening is changing where we connect with consumers; The real mobile "killer app"; The unfairness of measuring direct mobile conversion rates; Why "responsive lite" websites are not helpful; How to design the correct calls-to-action for mobile
Ideas & Experiences
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9/9/201512:45PM1:30PMPartner & Agency - Room 107 ABCPT03AKarl SakasScale to Win: How to Grow Your Agency Without BreakingGrowing faster than you can handle? This Partner session is for you! Based on Karl Sakas' research from 60+ digital marketing agencies worldwide, you'll learn how to scale your agency so you can grow without breaking. Want to grow your agency without the usual growing pains? You'll go home from INBOUND 2015 with these concrete takeaways: 3 ways to smoothly expand your services, 4 ways to structure your team to break through plateaus, a proven shortcut for picking which clients to grow vs. fire, and more. Don't reinvent the wheel! Come to this session to learn best practices and "next practices" to help you meet your personal and business goals.Partner Track
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9/9/201512:45PM1:30PMExecutive Talk - Room 258 ABCET03Tiffani BovaThe Future of Sales: The Customer Now Leads the Sales ProcessAs both prospective and existing customers take more control of their own buying journey, sales organizations are facing a different kind of disruption - one that impacts the way they engage with and sell to buyers. Improving sales performance must extend beyond traditional internal metrics and processes. Companies must rethink how they measure and manage their sales force, when and why they introduce new tools and training, and what kind of skills and organization structure will be needed in the future. In this presentation Tiffani Bova, Vice President and Distinguished Analyst at Gartner, will discuss how to build a customer driven sales organization, what kind of skills will be needed in the future, the connection between digital marketing and the sales organization and how companies should be thinking differently when they engage with customers. Executive Track
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9/9/201512:45PM1:30PMHacks, Tips, & Tricks - Room 153 BCHTT03BKyle YorkThe New SalesWalk through sales productivity tools, social selling and real time engagement. Hacks Tips & Tricks
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9/9/201512:45PM1:30PMBold Talks - Room 210BT03CAmy Jo MartinThe Renegade Factor: Evolving “Pretty” to “Pretty Damn Rad” for the next generationMy three-year-old niece recently asked me if she looked “pretty”. She’s THREE. My heart sank. As a New York Times best-selling author and female entrepreneur who started her career in the world of sports, many people ask me where I get my confidence.

In 2020 we will celebrate the 100-year anniversary of the 19th Amendment, Women’s Right to Vote. That’s just 5 years away from now. There’s a need for accelerating our progress.

How? We need to rethink the definition of confidence, address the unconscious gender bias and get men involved. Our society doesn’t realize that we’re actually Leaning Out. We need to shift “pretty” to “pretty damn rad”.
Bold Talks
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9/9/201512:45PM1:30PMBold Talks - Room 210BT03ABrian SolisX: The Spot Where Business Meets DesignExperience Architecture: Everyone is Talking About Experience But No One Really Knows What It Means

A decisive gap is growing between your brand promise and the experience your customers have and share.

Experience is the new brand and customer experience (CX) is the new marketing. The problem though is that everyone talks about experience yet no one is really looking beyond new technology to solve the gap problem.

Brian Solis finally has a new book and he’s going to share his perspective on why experience is not only the next big thing but also what it is strategists are missing to make experiences matter to digital customers.

The reality is that people are going to have an experience. The question is have you actually defined what it is and what it should look like, feel like, and how it enchants senses and sensibilities? Or do you just leave it to chance?

Brands today are their worst enemy.

Without architecture, experiences are indeed left to coincidence and there’s no need, benefit or glory in happenstance.

Brian will introduce the rise of experience architecture and reveal how to design a desired, meaningful and shareable experience that humanizes and activates your brand to shine in a digital economy.
Bold Talks
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9/9/20151:30PM2:15PMHacks, Tips, & Tricks - Room 153 BCHTT04BLyle StevensState of Influence Marketing: How New Advances Are Driving Significant ResultsUntil recently, influence marketing was plagued with achieving the scale and automation necessary to meet marketing objectives. In this session, Stevens will explore new tactics and technologies that have emerged to enable businesses to move the needle in meaningful ways with influence marketing. As part of the discussion, he will outline the step-by-step process, from choosing goals and KPIs and the right social networks to selecting the right influencers and content type, to empower marketers to drive meaningful results.Hacks Tips & Tricks
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9/9/20151:30PM2:15PMGrow with HUBSPOT - Room 205 ABGWH04AAngela DeFrancoA Better Blog: Using the HubSpot Blog ToolThe HubSpot blog tool is more than just a content editor. In this session, we will go over some of the features which set the HubSpot blog tool apart from other content management systems. With an emphasis on optimization for marketing and a flexible interface to fit your needs, the blog tool will soon help you churn out content like a machine.

Grow with Hubspot
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9/9/20151:30PM2:15PMIdeas & Experiences - Room 253 ABCIE04ANoah FlemingEvergreen - Nurturing Your Customers From First Contact to Happily Every AfterAttract, Convert, Close, Delight. It sounds simple enough, yet most of us still treat the close as the end of the race. We attempt to surprise and delight with haphazard success. What if there was a better way? In this session, Noah will show us how every customer can be a perpetual source of business, referrals, goodwill, good ideas, word-of-mouth, and market domination. But only, if you embrace the philosophy of Evergreen.Ideas & Experiences
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9/9/20151:30PM2:15PMPartner & Agency - Room 109 ABPT04BBob SandersFocus on Chemistry: How to Win New Business & Build Lasting Client RelationshipsGetting hired by a client and getting fired by a client have one thing in common: Chemistry. Whether you have an abundance of it or lack it will determine how effectively you bring on and retain new business.

But what exactly is Chemistry, and how does it work? Join Bob Sanders, President of Sanders Consulting Group to: Discover how to use “Chemistry” in new business deals, client retention, and personal relationships; Understand the natural axis of conflict that exists in many professional relationships and how to identify and avoid it; Learn how to spot potential client/agency conflicts early before things turn bad; Find a better way to work together with your internal team and clients that builds teamwork and improves productivity.

It’s all covered in this fast paced, high-impact session taught by Bob Sanders, president of Sanders Consulting Group.
Partner Track
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9/9/20151:30PM2:15PMIdeas & Experiences - Ballroom EastIE04CDanny SullivanHow To Be A Disaster On TwitterTwitter is a powerful medium that allows businesses to disappoint customers, alienate influencers and convince others to never become followers. It presents an ideal platform to create puzzling social media contests or #hashtagsthatbreakworldrecordsforlengthandconfusion. This session will cover ways that businesses can tap into Twitter and enjoy an excess of fail. #EndSarcasm.

In seriousness, the session will cover both failures and ways to avoid them and achieve success on Twitter.
Ideas & Experiences
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9/9/20151:30PM2:15PMExecutive Talk - Room 258 ABCET04Julian AldridgeLeaving Fear Behind. How Corporations of All Sizes Build the Courage Necessary to Win in Today’s MarketplaceFear. Fear of failure. Fear of ridicule. Fear of demotion. Fear of missing out. Fear in our industry tends to be very focused around results, perceptions and our careers. Fear can be crippling in its ability to block ideas from becoming actions, or, in some cases, ideas from ever even being ideated.

So, how do we master our fear? Because fear is the enemy of courage. And courage is the third vital ingredient in the activation of great ideas today.

Data + Creativity + Courage = Great work

Data and creativity we have in abundance. But how about Courage? Because, if our formulae is a three-legged stool, how do we ensure it doesn’t topple over, that courage isn’t vanquished by fear?

As my CMO, Jonathan Craig at Schwab constantly reminds me, it’s a marathon, not a sprint. And a marathon, for anyone who hasn’t run one, is not one race, it’s 26.2 races. Each one-mile long. Each mile completed builds courage.

And so it goes in marketing. Courage is built by a series of small wins. It’s an approach we call Venture Marketing. And it borrows heavily from Silicon Valley.

The adoption of a strategic portfolio approach to marketing initiatives, in the way the Venture Capital firms do with start-ups.
It assumes that many initiatives will fail, or underperform, but that a few will show the potential for massive, disproportionate and game-changing success.

Marketers today have to think like Venture Capitalists. This presentation illustrates exactly how to harness the power of Venture Marketing.
Executive Track
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9/9/20151:30PM2:15PMHacks, Tips, & Tricks - Room 156 ABCHTT04CChristopher PennMeasuring PR in the 21st Century: What Actually WorksThe world of public relations and earned media is notorious for having questionable measurement practices, from raw impression counts to the reviled Ad Value Equivalence. How can you measure real results and ROI in PR? In this session, learn from Christopher Penn, Vice President of Marketing Technology at SHIFT Communications, as he shows you how to measure PR with tools such as Google Analytics and Hubspot. You'll learn how to connect the dots to real ROI from the first and only Google Analytics Certified Partner PR firm on the planet.Hacks Tips & Tricks
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9/9/20151:30PM2:15PMPartner & Agency - Room 107 ABCPT04ACarman Pirie;Jeff WhiteMore Value, Better Clients, Bigger Budgets: Moving Beyond the Basics of InboundAs inbound agencies, we all know how to create value for our clients through traditional top of funnel ebook offers and lead nurturing. But what about alternative methods for driving client results and growing your retainers? Does your agency look for new ways to generate and close leads for your clients that are different from the norm?

We'll look at how Kula Partners identifies opportunities to add value to our retainers using custom-developed calculators, solutions finders, the HubSpot CRM, sales enablement and more. These alternatives to "traditional" inbound marketing often help drive more high-quality leads and success for our clients. Carman and Jeff will show how Kula finds these opportunities, how they're sold to our retainer clients, and the agency infrastructure needed to execute. We'll teach you how to identify potential offerings in your agency that you may not have considered selling to your clients as well as how to package them for your retainers.

Through practical examples and case studies from Kula and other innovative agencies, we will examine how these tactics drive results, increase retainer value and grow everyone's bottom line.
Partner Track
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9/9/20151:30PM2:15PMHacks, Tips, & Tricks - Room 157 ABCHTT04DMike SchneiderRight Person, Right Message, Right Time: Using Context to ‘Appticipate' User NeedsOne in four of 50 million apps downloaded each day is abandoned within 24 hours. It’s no secret that app success is incredibly difficult. You know that users want to discover and want apps that make their lives easier, while also giving them a quick path to victory. Getting to that coveted place on the home screen requires app owners to significantly differentiate by making experiences more fluid, by weaving them seamlessly into the specific lifestyles of their users to ensure they become vital.

Wow. Where do you start!? You need a formula for success: Level-Setting - Actionable Context: What is user context and how do you put it to use?; Constructing Context Around Location - it’s so much more than lat/long.; Unlock the possibilities by making semantic data useful: categorizing user behavior can give you their history to help you create and trigger actionable experiences; Designing for Place and Appticipation: We’ll examine app modes, which put the power of place to work in your app to anticipate user needs, monetize your app, and help differentiate your app experience; Case studies / Actionable Ideas for the Future: Explore real cases in forward-looking apps that demonstrate who is leveraging location today, as well as break down ideas for what top loyalty, retail, hospitality and social apps can do in the future.
Hacks Tips & Tricks
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9/9/20151:30PM2:15PMHacks, Tips, & Tricks - Room 153 AHTT04AChad PollittThe Anatomy of Tomorrow's Content Promotion Strategy Today This presentation lays a foundation for content marketers to have successful and profitable campaigns in a short amount of time, while simultaneously building a lasting audience, quickly. It looks at cutting-edge audience, media, competitor and trend research analysis and ways to grow audience by converging owned, earned and paid media strategically for content promotion.

The Internet is a crowded and noisy place for content to stand out in the crowd. And it’s only getting worse. No longer can most brands solely rely on organic search and social alone to drive the content visibility they so desire. The reasons why are explored, too.

The presentation will also look at how Relevance.com, a digital magazine dedicated to online content promotion, grew from zero subscribers to over 55K in less than 10 months using the content promotion tactics and research presented.

Interest areas explored include: The online content explosion; The broken promises of organic search and social; Content strategy powered by research; The channels, tactics and tools of content promotion; How Relevance massively expanded its audience
Hacks Tips & Tricks
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9/9/20151:30PM2:15PMGrow with HUBSPOT - Room 205 CGWH04BAndy Etemadi;Daniel Kurt;Ethan Giffin;Steve HaaseThe Intersection of Inbound Marketing and eCommerceUtilizing digital marketing strategies is a no-brainer when your entire business is run online. As a result, inbound marketing has never been more at home than with eCommerce. Looking to kickstart inbound with your eCommerce business, or for inspiration on how to take it to the next level? Come to this session to hear from some of our partners who have built diverse and robust eCommerce integrations with HubSpot. Grow with Hubspot
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9/9/20151:30PM2:15PMHacks, Tips, & Tricks - Room 160 ABCHTT04EMicha HershmanYour Blog Sucks. Now What?Some of the smartest, most creative marketers get stuck with crappy blogs. You want your blog to be the centerpiece of your inbound marketing strategy — increasing brand awareness, positioning you as a thought leader, and generating low-cost leads for your Sales team. But despite your best efforts, your blog still isn't doing some (or any) of those things. Your blog sucks.

So how do you fix it?

In this frank, high-energy session, you’ll learn how to retake control of your blog. You’ll leave with practical guidance on how to re-engineer your blog strategy, sell it to your execs, leverage existing content, score your leads, make aesthetic improvements, become a destination publisher, and rally your entire organization behind you and your (not sucky) blog.
Hacks Tips & Tricks
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9/9/20152:45PM4:15PMKeynotes/Spotlights - Exhibit Hall BKN03Brian Halligan;Dharmesh ShahKeynote: Brian Halligan & Dharmesh ShahBe inspired by the headline speakers of INBOUND 2015. These remarkable individuals will motivate, enlighten and move you.Keynotes
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9/9/20154:45PM5:30PMIdeas & Experiences - Room 253 ABCIE05AFrank EliasonBringing the Human Touch to BusinessAs social media has gained momentum with our Customer and employees, their has been a shift in control away from the message the company created to one created by Customers and employees alike. Some felt it was about Customer Service, but I will make the case that the shift is much deeper and it will change the future for all of us. It was time for the business world to change, and the fact is, we have caused it. Learn how your business is changing in ways you did not fully realize and what it means for all of us in the future.
Ideas & Experiences
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9/9/20154:45PM5:30PMBold Talks - Room 210BT05BJulia LandauerCan Nice Girls Win (Races)?In navigating the male-dominated field of racing, Julia Landauer began recognizing and grappling with stereotypes and negative assumptions about women at the early age of 10. These social and cultural norms have held women back for centuries, yet they must be tackled and overcome. Through colorful stories from her racing career, Julia addresses some of these stereotypes, how she overcame them and the greater significance this process has for women, and men who support women, everywhere. Referencing studies she read about at Stanford, Julia delivers emotional and fact-based observations and proposes various habits and mindsets that can help women succeed. Bold Talks
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9/9/20154:45PM5:30PMPartner & Agency - Room 107 ABCPT05AMarisa SmithGet Your S**t Together: Install an Agency Operating SystemMany entrepreneurs start their own businesses to escape meetings and policy manuals, but the sad truth is that anarchy doesn't really scale!

Three years ago, Marisa Smith was banging her head on the growth ceiling, and finally decided to give structure and process a try at The Whole Brain Group, now a HubSpot Gold tier Partner.

Learn how she crafted a vision of success, implemented a series of simple tools, and ended up with more flexibility, freedom, and revenue in the process.
Partner Track
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9/9/20154:45PM5:30PMHacks, Tips, & Tricks - Room 153 AHTT05AAaron StroutHow the Smartest Companies are using Big Data to Power Better Integrated Marketing and CommunicationsBig data has become the new catch phrase in the digital marketing world. Because those two words are used so loosely to mean so many different things, many marketers are more confused than ever about what "big data" is and how they can possibly use it.

During this informative session, digital pioneer and President of digital agency, WCG, Aaron Strout will share stories about how companies are tapping into the mounds of digital and social data we have at the tips of our fingers. Strout will provide examples of companies that are leading the way along with key trends to follow in the coming months.
Hacks Tips & Tricks
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9/9/20154:45PM5:30PMGrow with HUBSPOT - Room 205 ABGWH05AJon GettleHow to Use HubSpot to Win at SEOSEO is a fundamental part of the inbound methodology, and HubSpot has just the tools you need to succeed at it. In this session we will go over the different ways you can build and measure your SEO efforts. Take full advantage of HubSpot to ensure your investment in producing content pays off in your search rankings. Grow with Hubspot
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9/9/20154:45PM5:30PMBold Talks - Room 210BT05ALaShawne HollandMoney Made EasyIn a multifaceted economy that thrives on marketplace competition, there is an ominous need to ensure the retention of excellent executive employees. The ever changing climate in the corporate world forces companies to continually seek out means to retain the most competitive executive workforce. In this culture, executives are also looking for the executive edge in creating not only their own prosperous personal economies, but how to grow it and protect it. This presentation covers the many options of C-Suite executive edge strategies to attract income and influence on an expanded level. Discovering how to protect your money in the midst of corporate change is no longer optional, but an opportunity to elevate their own personal economies to be CLEAR, DEVELOPED, and PROPERLY POSITIONED in the marketplace for growth, based on who you are, where you are and what you want from the marketplace. Every executive needs an EDGE and if you’re not living on the EDGE, then you are taking up too much space.Bold Talks
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9/9/20154:45PM5:30PMGrow with HUBSPOT - Room 205 CGWH05BGabe WahhabNo-Fail Website Redesigns: How to Successfully Redesign Your Inbound Website for Massive Lead ConversionsAre you tired of seeing lead forms from spammers instead of qualified prospects? Do you cringe every time you look at your own website?
If this sounds a little too real to you, you know it’s time for a website redesign. But if you’re still putting it off because you’re afraid of failing or you just don’t know where to start, we can help.
In this session, we’ll show you what it takes to build a successful website that generates a never-ending stream of highly-qualified leads. We’ll also show you the secrets to a successful build so you avoid the common causes of failure and frustration.
This presentation is for all skill levels and you’ll walk away with at least 5 actionable strategies and tools you can implement right away.
Grow with Hubspot
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9/9/20154:45PM5:30PMExecutive Talk - Room 258 ABCET05Andrew QuinnScaling Behavior: Ignore This at Your Peril!Congratulations! You’ve figured out how to scale your business model. For your next trick you have to scale the behaviors that are going to drive your model. Wait, you thought that part would just take care of itself didn’t you. It won’t. In this session I am going to share some of the fundamental behavioral models we’ve used to effectively scale behavior at HubSpot.Executive Track
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9/9/20154:45PM5:30PMHacks, Tips, & Tricks - Room 160 ABCHTT05ETom MonaghanSeven Reasons Even Your Mom Would Ignore Your Email Email's hard. Your Mom *wants* to love you, but even she can't stand the garbage you're dropping on her inbox. Here's seven statistically proven ways to not make your Mom mad.Hacks Tips & Tricks
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9/9/20154:45PM5:30PMHacks, Tips, & Tricks - Room 157 ABCHTT05DMichael KingTechnical Marketing is Just the Price of AdmissionYou hear a lot about marketing technology and growth hacking these days, but the technical skills behind them are not a magic bullet. Instead technical marketing prowess is but the minimum starting point for the modern marketer. In this talk, Mike discusses the tools, methodologies and strategies you should be exposed to in order to do effective marketing across all channels in 2015 and beyond.Hacks Tips & Tricks
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9/9/20154:45PM5:30PMIdeas & Experiences - Ballroom WestIE05BMikkel SvaneThe New Era of Customer RelationshipsBusinesses used to treat customers like transactions. Now customers are demanding to be treated like people. They expect the right, ongoing relationship with organizations. Driving this transformation are two trends: More businesses moving to subscription models where they must constantly win their customers’ trust, and customers gaining more influence than ever before with the rise of the promoter economy. In this talk, Mikkel Svane will explore how organizations are making the transition from transactional to ongoing customer relationships and how this transformation is reshaping the future of customer service and experiences.Ideas & Experiences
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9/9/20154:45PM5:30PMPartner & Agency - Room 109 ABPT05BJason SwenkThe Perfect Proposal: How to Win High Paying Clients That Will Boost Your Agency's ProfitsA proposal can make or break any client deal. In this session Jason Swenk, Agency Consultant, will reveal the proposal process he used to attract and win clients like Lotus Cars, Hitachi and Legal Zoom. You’ll learn key tips to help improve your closing percentage, such as: The most efficient order of operations in the proposal process; What you can cut from a proposal (and what you absolutely cannot); How to build a killer marketing retainer proposal in 15 minutes

Jason will also share the exact proposal template he used to close high-paying clients and a step-by-step process for building your own.
Partner Track
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9/9/20154:45PM5:30PMHacks, Tips, & Tricks - Room 156 ABCHTT05CRobert Michael MurrayThe Power of Data, the Importance of Moments and the Future of StorytellingLearn how data will shape the way we connect with one another, create contextual moments of engagement, and enable us to share the stories of our lives in ways never once imagined from Michael Murray, a seasoned digital strategist / influencer. He will walk you through learnings from his time leading National Geographic's social media efforts. And share tips from his new work leveraging the power of data, design, and technology to create experiences that deliver more meaningful and personalized moments.Hacks Tips & Tricks
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9/9/20154:45PM5:30PMIdeas & Experiences - Ballroom EastIE05CJeffrey HayzlettThink Big, Act Bigger: The Rewards of Being RelentlessBased on the book from Jeffrey Hayzlett and Entrepreneur, comes Think Big, Act Bigger: The Rewards of Being Relentless. The book, and the program, is a take-no-prisoners, no BS, attitude adjustment for those of us who call ourselves entrepreneurs. Following the success of my prime-time show C-Suite With Jeffrey Hayzlett, companies and events always want to know what is the secret behind the success of entrepreneurs and executives who can move mountains.

Whether it is fear or doubt or something else, the most dangerous move in business is the failure to make a move: The history of business is filled with companies that no longer exist because their leaders refused to enact change when the writing was on the wall. Kodak thought it was still in the film business and ignored its own work on the digital camera. Blackberry thought its proprietary communication method could stem the need to innovate. Oldsmobile just got old with its customers and when they started to die, so did it. That’s the difference between “Thinking Big” and “Acting Bigger” and what Think Big, Act Bigger means: knowing how to tie visions to actions and getting beyond limitations, preconceived notions, structures, and differences and delivering for the future. That’s leadership. That’s what is going on in the most successful C-Suites across this country.
Ideas & Experiences
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9/9/20154:45PM5:30PMHacks, Tips, & Tricks - Room 153 BCHTT05BJeremy GoldmanUsing Analytics to Create ContentHow can you leverage your site's analytics to create stellar future content? How do you use Google Trends and other tools to predict what types of content to create? What's the best way to create real-time content as a result of data observations?Hacks Tips & Tricks
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9/9/20154:45PM5:30PMBold Talks - Room 210BT05CGustavo ReisWe are all teachersFor the past 90+ years, a number of technologies have been pointed out as the ones that would revolutionize education. There has been no concrete evidence, however, that the use of any specific media promotes increased learning. That said, the road to successful innovation in education has to consider that devices are virtually transparent to today's youth, and the focus needs to switch back from equipment to people. Mr. Reis will discuss how design, meaning and personal connections can be pivotal in a world where everyone is a teacher and a student at the same time.Bold Talks
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9/10/20159:00AM10:00AMKeynotes/Spotlights - Exhibit Hall BKN05Aziz AnsariKeynote: Aziz AnsariBe inspired by the headline speakers of INBOUND 2015. These remarkable individuals will motivate, enlighten and move you.Keynotes
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9/10/201510:30AM11:15AMExecutive Talk - Room 258 ABCET06Bill MacaitisA Fireside Chat with Slack CMO Bill MacaitisBill Macaitis knows about growth. In his two years as Zendesk’s top marketer, he helped take the company from venture-funded startup to an IPO resulting in a $1.7 billion market cap. When he led online marketing and operations at Salesforce, he helped grow revenues from $900M to $3 billion. Now, he's the CMO at Slack, a company that many are calling the fastest growing SaaS business of all time. Harvard Business Review's Sarah Green will interview Bill during this special fireside chat all about management at high growth companies.Executive Track
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9/10/201510:30AM11:15AMHacks, Tips, & Tricks - Room 153 AHTT06AKaren HartlineBehind the Curtain--50 Tips for Hosting Badass EventsAre your events badass? Are they unforgettable experiences delivering ROI, creative brand awareness and community cultivation? Karen Hartline, CEO of Reinventing Events will share her top 50 tips she has gained over the past 13 years of event production experience covering pre-planning, speakers, onsite, sponsors, food & beverage, post-production, and even some insider tips. The tips will help planners design events where the clients’ brands and personalities shine through the entire production, as well give the attendees a one-of-a-kind event experience. Hacks Tips & Tricks
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9/10/201510:30AM11:15AMBold Talks - Room 210BT06CAlexandra JamiesonBuilding A Better Female LeaderWomen and men operate differently. And the female entrepreneur or leader embodies conflicting desires and responsibilities which can lead to overwhelm and burnout.
Through vulnerability, body-centered healing, heart-centered community building, and sustainable life-style hacks, today’s female leader can become empowered to take her business to the next level via a new path: her cravings and desires. Participants will dig deep into their personal mission statement, habits, and cravings to understand their next step, and leave with a powerful framework for growth.
Bold Talks
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9/10/201510:30AM11:15AMHacks, Tips, & Tricks - Room 156 ABCHTT06CTamara McClearyCapture Market Share, Increase Brand Loyalty and Shift Company Culture by Crafting a Compelling Company StoryShow me a company’s story and I can show you its future. All organizations have a personality which can be felt internally as well as externally. This personality is constructed from the story a company has promulgated through its history and the ongoing story is perpetuated by its current leadership. The story a company projects to its employees and customers either through conscious construction, or unconscious cognition, profoundly impacts everything from company culture to productivity and sales. If employees are aligned to a singular mission and vision through a personal connection to the company’s story, there is decreased attrition, and increased productivity. A well understood and communicated story also assists in new customer acquisition and also translates to increases in customer retention and brand loyalty. Learn the signs and symptoms of an ailing company story and the keys to creating a healthy, vibrant, profoundly impactful story for your company. Learn how to harness this untapped power and potential of story and shift your story today to impact your company’s bottom-line tomorrow.Hacks Tips & Tricks
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9/10/201510:30AM11:15AMIdeas & Experiences - Room 253 ABCIE06AViveka VonRosenEffective Use of LinkedIn Groups in Your MarketingDespite frequent complaints that “Linkedin groups are spammy,” they still remain one of the most powerful engagement tools on LinkedIn. With over 3 million groups on LinkedIn (and about 8000 being created weekly), it takes a little work to become one of the (on average) 7 groups that each LinkedIn member joins!

In this presentation Viveka will show you the step by step methods you can take not only to engage powerfully in other people’s LinkedIn groups, but to create and market your own successful group to thousands.
• The best methods for engaging in other people’s groups
• Best practices in creating your own group
• How to quickly and powerfully grow your group’s following
• Engagement strategies for your group
• How to best use some of LinkedIn Group’s most powerful but “hidden” features

And how to do this in only 10-15 minutes a day!
Ideas & Experiences
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9/10/201510:30AM11:15AMHacks, Tips, & Tricks - Room 153 BCHTT06BJohn DonnellyForget The Focus Group: How Social Insights Can Help You Sell SmarterFrom initial outreach to the in-person pitch, successful salespeople rely on consumers’ needs and behavior to fuel their approach. In this customer-centric landscape, sales teams’ biggest competitive advantage is their ability to understand audiences inside and out.

One of the most effective ways to glean consumer insights is by analyzing social media conversation. Rather than shell out for a costly focus group or ask audiences to self-report on surveys, sales teams are realizing that social media is rife with information about what their prospects care about, how they consume media and what motivates their decision-making. By tapping into this data, and putting it to use, sales teams can deploy strategies that speak directly to audiences’ organic interests and needs.

In this session, John Donnelly III, SVP of global sales and marketing at Crimson Hexagon, will explain why social media data is a secret weapon for selling. He’ll share tips for how brands can use insights from social conversations to better understand the topics their prospects care about, develop the right approach and even discover new audiences to target. Throughout, John will incorporate examples from major brands that have used social insights to increase sales efficiency. Attendees will leave with a newfound understanding of how to put social insights to use for their campaigns.
Hacks Tips & Tricks
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9/10/201510:30AM11:15AMIdeas & Experiences - Ballroom WestIE06BMarcus SheridanHow to Get Inbound Marketing Buy-in and Participation from Your Entire OrganizationThe biggest frustration for marketers today is the lack of support and shared vision they receive from the rest of their organization when attempting to embrace the power of Inbound. Management often times isn't fully supportive. Sales Departments resist change and new methodologies. The list goes on and on.

In this session, popular speaker Marcus Sheridan will bring his enthusiastic style to the Inbound stage and give organizations a definitive plan for not just getting Inbound Marketing buy-in from your entire time, but also key ways you can get them excited, engaged, and eventually-- your strongest advocates.
Ideas & Experiences
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9/10/201510:30AM11:15AMPartner & Agency - Room 109 ABPT06BMark GirvanHow to Get Paid Twice as Much and Three Times Faster for Your Client WorkAll businesses share one critical thing in common: they need to get paid for their work.

However, getting paid can often be one of the most challenging parts of running a business. From tracking exactly where your hours go and where your dollars come from, to setting fair pricing and then keeping on top of your receivables, getting paid can make or break your business success.

Join Mark Girvan, VP of Sales at FreshBooks, as he shares brilliantly simple tips that you can put to use right away for building a more productive business that earns more and gets paid faster.
Partner Track
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9/10/201510:30AM11:15AMIdeas & Experiences - Ballroom EastIE06CTony AlessandraHow to Read a Person Like a BookPersonality differences: they are what make life so rich and fascinating and often so frustrating, too. Most of us never figure people out. We just ricochet through life, getting along with some people and dealing as little as possible with others because they are so different from us. Once you learn how to read people like a book, you will be able to build bridges to people of any style in any personal or business situation.Ideas & Experiences
92
9/10/201510:30AM11:15AMGrow with HUBSPOT - Room 206ABGWH06CHubSpot Marketing Office HoursHave you ever wondered how the HubSpot marketing team actually DOES marketing? Well, now you don’t have to! Come to our very first Marketing Office Hours, where you can hang out with the HubSpot marketing team and ask them all your burning marketing questions. From lead generation to sales enablement, this full funnel session is sure to be both fun and informative.Grow with Hubspot
93
9/10/201510:30AM11:15AMGrow with HUBSPOT - Room 205 CGWH06BBrian Lawrence;Chris Neumann;Dillon Compton;Elyse MeyerINBOUND 2015 Product Launch Deep DiveWhat would INBOUND be without product launches and surprises from HubSpot? Come to this deep dive session to learn more about the new products announced at this year's keynote, and even get set up using some of the new tools on the spot. Learn everything you need to know about getting your team started on these new products and see them in action. The team who built the products will also be on hand to answer any questions you may have.Grow with Hubspot
94
9/10/201510:30AM11:15AMPartner & Agency - Room 107 ABCPT06APaul RoetzerPoint Pricing: An Inside Look at PR 20/20's Value-Based Pricing ModelIn his 2012 book, The Marketing Agency Blueprint, Roetzer advocated for the end to billable hours, and the need for agencies to move to value-based pricing that directly ties activities to outcomes. This session is an inside look at his efforts the last four years to discover PR 20/20's "value metric," and build an entirely new pricing system. Roetzer will share origins of the concept, challenges faced in constructing the model, lessons learned in rolling it out to clients, and tips for how agencies can reimagine their own pricing models to drive growth and unlock profits. Partner Track
95
9/10/201510:30AM11:15AMBold Talks - Room 210BT06BChris BroganStrip Naked to Avoid the EmperorWe’re being told to do more, to look at everything, to try this or that. Gurus are running us into the ground. We buy the version 6 of something when version 4 is still working just fine. Why? Because the Emperor (and he is US) tells us to do that. Want to win? Strip naked. Bold Talks
96
9/10/201510:30AM11:15AMHacks, Tips, & Tricks - Room 160 ABCHTT06EKieran FlanaganThe Marketers Guide to Growth SpurtsHow do some businesses manage to grow and scale like rocket ships and other companies can barely get someone to share their content? This presentation will go through the key components of a growth strategy that are leveraged by some of the most successful brands online. It will discuss audience acquisition tactics that businesses of all sizes can use to ensure the work they're doing leads to continual growth spurts. Hacks Tips & Tricks
97
9/10/201510:30AM11:15AMHacks, Tips, & Tricks - Room 157 ABCHTT06DTara HuntTransform Your Strategies with Better ResearchThe magic of marketing doesn't happen after the campaign begins, it happens long before a product is even baked. Many of the best campaigns are inspired from insights that come from deep research into audience: culture, behaviors and habits, emerging trends, audience interests, and more. Many marketers talk about the importance of market research, but there are very few case studies that focus on it. This talk will reveal case studies as well as give some powerful tools and processes to help you uncover the kinds of insights that will guide you towards campaigns that work.Hacks Tips & Tricks
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9/10/201510:30AM11:15AMBold Talks - Room 210BT06ARuna MagnusdottirYour X-Factor: The Key To Success is in Front of Your Tits"Could you be looking for your success in all the wrong places?

Rúna played a leading role in Iceland’s National Assembly of 2009 where the nation collectively worked together to reinvigorate the brand called Iceland following their economic crash. The results transformed Iceland’s economy by branding their uniqueness, or their X-factor, as Rúna calls it.

Seeing first hand the immediate benefit and long-term results of a whole nation working collectively to discover who they authentically are, the outcome of this unique assembly became one of the cornerstones of her successful business and personal branding process."

Bold Talks
99
9/10/201511:45AM12:30PMExecutive Talk - Room 258 ABCET07Jeff BussgangBack to Business School with HBS: A Go-To-Market Case StudyCome see venture capitalist, author and Harvard Business School professor Jeff Bussgang lead an "HBS classroom" style case discussion of the Mattermark case, covering issues of startup strategy, go-to-market and financing.

Here's the backstory:

Danielle Morrill headed into a board meeting with much on her mind. It was January 2015. After executing a hard pivot from a previous startup, Danielle had founded Mattermark, a software company dedicated to mining and crunching data on private companies, in June 2013. Mattermark had initially focused on selling its product as a subscription offering to venture capital firms (VCs), who could use Mattermark’s proprietary data to identify promising investment targets. But the VC market was very small, and Mattermark’s founding team saw indications that their customer base could expand beyond VC to include more business development and corporate development clients. Commercial real estate and investment banks looked like good clients as well. To attract this broader set of customers, Mattermark’s product needed some substantial adjustments.

In September 2014, Danielle and her team had hired a head of sales, Brad Smith, to scale the sales operations beyond the founders. A few months later, Danielle fired Smith. He had come to Mattermark from a competing company, but had not been able to effectively lead the Mattermark team to meet its sales goals. Danielle had consulted with the sales team to solicit their input on what to do after Smith’s departure, but the path remained unclear.

In December 2014, Mattermark had raised a $6.5 million Series A round of financing led by Foundry Group and including Flybridge Capital Partners, who had also participated in a $2 million seed financing in June. The company had enough funding to move ahead, but the major question was whether to pour money into expanding the sales and marketing team and continue to penetrate the VC market, or into the product, in efforts to expand into a new market
Executive Track
100
9/10/201511:45AM12:30PMPartner & Agency - Room 109 ABPT07BDavid Tobin;Karl SkutskiGrowth through Acquisition: Should You Buy or Sell?What is the best way for you, as an agency owner, to capitalize on the rapid growth of the inbound industry?

By selling to or merging with another firm? Or by acquiring another HubSpot provider?

This presentation by Karl Skutski and David Tobin of the Tobin Group, an Exit Strategy Planning Firm, will explore the mechanics of both buy- and sell-side acquisitions.

You’ll learn about common methodologies being used to place a value on inbound firms (and why sellers and buyers need to be wary of “pie-in-the-sky” valuations), typical deal structures, earn-outs, what buyers are looking for (and what sellers expect), the negotiating process, due diligence requirements, and what you need to do to prepare your firm for sell to a third party—as well as tips for assessing the cultural compatibility between buying and selling firms.
Partner Track
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