5 Sales and Marketing Takeaways from HYPERGROWTH 2019
Written by Natasha Hemmings
Jun 11 2019
What priorities are emerging in B2B sales and marketing in 2019? We outline our key takeaways and trends from Drift's 2019 HYPERGROWTH conference.
This year, for the first time, Drift’s Hypergrowth conference came to London and brought with it a range of excellent speakers, from the inspirational Victoria Pendleton to HubSpot CEO Brian Halligan.
As Drift partners, the Strategic IC team braved the summer rain and headed to the conference for a full day of insight, innovation and awe-inspiring keynotes on topics from Account-Based Marketing to personal growth.
Here are some of our top takeaways:
Key Takeaways from HYPERGROWTH 2019
1. Marketers Need to Foster Human Connections for Long Term Relationship Building
In a world where attention is one of the most valuable commodities, communication is key to foster long-term relationships with clients. Charlotte Pearce, CEO of InkPact (a tool that brings technology and people together, by delivering hand-crafted, personalised direct mail notes) likened fostering client relationships to dating; putting love, connection, and trust at the heart of business is the only way to inspire loyalty. Customers are inputs, not outputs - so treating them with care and kindness can help to transform your customers into your best marketing asset.
HubSpot’s CEO, Brian Halligan, already unveiled their flywheel model at INBOUND 2018, also highlighting the value of a customer-centric business model to drive organisational growth - and making the wheel spin faster.
2. Storytelling is a Fundamental Marketing Skill
We already know that storytelling is an essential element of any successful messaging strategy. However, both Harrods CMO Amanda Hill and Digitalmarketer.com’s CEO Ryan Deiss focused on the power of listening in their presentations. Only by listening to customers can we really understand how to tell the right story, and connect with customers on an emotional level.
Having empathy for your customers and understanding what truly makes them tick is essential to building stories that are human, authentic and powerful. It is also crucial to take away the guesswork by stepping outside of your existing bias, turning assumptions into understanding by speaking to your customers frequently.
Marketo CMO, Sarah Kennedy, emphasised the importance of reporting customer feedback right to the top of the organisation in order to bring about truly transformational change.
3. Create a Delightful Experience - This is the Only Way to Differentiate Your Brand
Focusing on your user experience is the only way to be disruptive in an over-saturated marketplace. Brian Halligan highlighted that while other firms may be able to catch up with your product differentiator, building your customer experience into something truly unique will set you apart and inspire long-term loyalty.
Using tools such as NPS to assess your customer satisfaction can ensure that you are delighting your customers at every stage, and will identify any weak points in your overall customer experience.
4. Reach Your Prospects at the Start of their Journey With ABM
Although traditional targeting was based solely on persona demographics such as job title or function, marketers are now able to target the buying unit more directly. ABM has evolved to a point where we are now able to combine context, relevance and timing to drive value using intent data. However, it’s crucial to reach organisations who are displaying the earliest signs of interest. In other words, ensure you are getting your message in front of this audience when they are at the beginning of their buyer’s journey.
Much of the research that leads to a purchase actually takes place in the first three months of the buyer’s journey, even if it then drops off, so getting in front of your target audience early on is key. According to Demandbase CMO Peter Isaacs, the main KPIs for modern advertising include reach, engagement and efficiency.
5. Video is Now Essential for B2B Marketing
Using video for B2B marketing is not a new concept, especially given that by next year, 80% of internet traffic will be video traffic. However, Drift’s new product - Drift Video - combines video with chat to build trust at scale.
Drift CEO, David Cancel unveiled the new product for the first time at this year’s Hypergrowth conference and explained how they are already seeing the benefits of B2B video, including capturing their audience’s attention, increased customer retention of information, 4 times the response rate, and ultimately increased revenue. Allowing users to record, share, track and chat directly from the video, this product is definitely an easy way to start conversations and remove obstacles, making it easier for customers to buy.
From HYPRGROWTH 2019, we can clearly see that tactics which promote personalisation, and marketing to your accounts and prospects as real humans (rather than anonymous profiles), is a trend set to continue. Here, B2B approaches such as Account-Based Marketing, and incorporating intent data into your sales and marketing mix are poised to reap great reward, as we work towards more personalised, better targeted and more timely customer engagement.