Episode 09 - The Inbound Revolution with Dan Tyre and Todd Hockenberry

Inbound or outbound? One of the questions you may be confronted with when it comes to marketing is whether you should have an inbound or an outbound strategy. This is especially important considering the investment required when implementing these marketing strategies over a period of time.  At the end of the day, what you need is an effective technique that does not only attract potential customers but also helps build trust that will lay the foundation for a long-term relationship with them. Inbound marketing could be a good fit for your company. But beyond marketing, an inbound revolution has been taking place - making inbound a philosophy to guide and direct your whole organization and business toward success. Discover the principles of Inbound Organization in this episode of The Digital Slice Podcast and learn how to live it and breathe it in your business. Dan Tyre is one of the original team members of Hubspot. Dan is a recognized authority in inbound marketing as well as sales. He is also a senior level software executive, writer, speaker, investor, mentor and coach for inbound success. His expertise is in inbound sales, inbound marketing, and inbound service. Todd Hockenberry is the owner of Top Line Results, LLC specializing in leading revenue growth in small to medium-sized companies and focusing on capital equipment, technology, and manufacturing. Todd is a published author for industry and technology trends specifically in magazines such as Photonics Online, The Fabricator, Modern Application News, Industrial Laser Solutions to name a few. He is also a sought-after speaker in trade shows and tech conferences.  In this Episode: How Todd started to unknowingly use inbound principles while working with an industrial company How effective quality content, SEO, and email campaigns are in engaging customers as Todd discovered in 2002 How Todd founded Top Line Results, partnered with HubSpot, and agreed with Dan to write a book on Inbound Organization How inbound has evolved into a philosophy that can be applied to the rest of your organization and your whole business How Todd and Dan synergized to the writing of the book, Inbound Organization How HubSpot and its leadership team lent support in the writing of the book How decision-making and buying power has been turned over from the sales person to the buyer How change has to start within the organization first in order to grow as a business How being helpful from end to end is central to an Inbound mindset and strategy Why transforming into an Inbound Organization is relevant today How leadership is critical to the transformation to an Inbound Organization How sales and marketing has to work together to create a satisfying customer experience How referrals are still the best source of leads making the customer journey critically important How the MSPOT or Mission, Strategy, Plans, Omissions, and Targets is a helpful tool for focus and execution How to create the buyer persona from a behavior standpoint more than demographics How Gary Vaynerchuk is right about the importance of content How helping and establishing a relationship with potential customers is the key to selling  How to make the Inbound Operating System work for your organization from hiring, to cultivating a company culture, to the customer experience How transparency should work in an Inbound Organization as a core value