Jeremy Knight, our energetic Host, opened with a talk about Inbound Sales. Inbound sales are far removed from traditional selling techniques, which are pushy, noisy/intrusive and generic in their approach. It’s about taking the time to find out your buyer’s behaviour and get to know their specific needs. He talked us through the process, the three stages of Awareness, Consideration and Decision. He highlighted the crucial importance of Value, a salesperson goes beyond providing product information to support a potential buyer throughout his/her journey. Using tools like HubSpot you can identify, connect and explore. Identify the customers, build a relationship, then explore what their precise needs are. When you know all this, you can then decide if the customer is a good fit for the product/service, if the buyer wants to purchase a solution now or is just looking for future reference.
On Thursday 3 November, I was delighted to attend the first Cambridge HUG (HubSpot User Group), hosted by Equinet Media. There were many friendly faces, old and new, and it was a prized opportunity to meet with fellow HubSpot customers, inbound marketers and partners from surrounding areas.
Between mouthfuls of blini, I enjoyed a lively conversation with Jamie Pennington - about cartography, of all things. I was very interested to learn of his experience in the field.
See, maps are curious things. Ultimately, their purpose is to describe the journey once made by another. A map captures the essence of travel and gives future wayfarers invaluable guidance in following that direction. They are vehicles for information; drawn to be read. They provide context and measurable checkpoints - landmarks, boundaries, paths and obstacles, all carefully observed - warning foreign feet of danger. The topology of the land is described, the scale is defined.
At the inaugural HubSpot User Group, Ian will be giving a fascinating talk about 'change', drawing from his epic experience crossing the Atlantic in a rowing boat. We join Ian's story as they leave the African coast behind...
"The first night at sea was a massive, terrifying shock. I couldn’t believe it. Giant waves smashing into the boat. Howling wind. Oar handles smashing into my shins, cutting them open. Hands blistering and tearing apart. Soaked and cold from water cascading in over the side. The boat crashing over onto her side, rearing up on the huge swells.
The idea of being invited to a HUG may seem, at first, a little surprising. Don't worry. It's not some up-close invasion of your personal space dreamt up by Marketing - physical contact is strictly optional. A HUG is actually a HubSpot User Group. It's an opportunity to meet like-minded HubSpot customers, business owners and marketing and sales professionals with a passion for growing their business through inbound marketing.