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4 Seminar Favorites from HubSpot INBOUND 2022

4 Seminar Favorites from HubSpot INBOUND 2022

This year was jam-packed with inspirational, informative speakers at the 2022 Inbound Hubspot event. From appearances by Dr. Jane Goodall to Viola Davis and President Obama, attendees were immersed in an atmosphere of fundamental growth and educational nourishment.

In addition to these enlightening fireside chats, our team at Snyder Group Inc. was fortunate enough to attend and connect with some of the most profound Marketing Industry experts of our time. Touching on new marketing trends, industry best practices, and more, we were able to virtually meet with other eager participating HubSpot Partners. 

Below, are just some of the many INBOUND speakers that we saw at last week’s Hubspot event. As an inbound marketing company attending this seminar, here are some highlights we pulled together for you! These fresh takes on building innovation are worth the read. Check it out:

1) SEO Personas: Improve SEO Content Strategy With Social Data


Rory Hope, HubSpot, Head of Content SEORory Hope, HubSpot, Head of Content SEO

Discover the 'who' behind different keyword topic clusters. Learn how to improve SEO content strategy by using social behavioral and audience intelligence data. Mr. Hope gives a modernized approach to SEO, encouraging attendees to look beyond keywords and gain a better understanding of who your audience is.

This seminar features a best practice approach to 'audience-first SEO'. This modern SEO strategy methodology helps SEO experts produce more relevant and engaging content for their SEO personas.

Find More Information & Slides Here

Key Takeaways:

  • Setup Lists for your keyword topic and SEO Personas’ Influencer Entities
  • Insights for better idea generation for SEO Topical Modelling & Digital PR
  • Take advantage of tools like Audiense Insights to improve your process

2) Designing a Personalization Strategy for Your Business


Gabe Wahhab, HubSpot, GTM Manager, CMSGabe Wahhab, HubSpot, GTM Manager, CMS 

As businesses adapt to doing more with less, personalization at a minimal level has become a necessity. Delivering true customization can seem daunting– but it doesn’t have to be. 

At least 83% of consumers are willing to share personal data to enable personalized content for them. The idea is to implement strategic tactics by starting small, setting goals, and making sure your customer database is clean and up-to-date.

It's necessary to walk through how implementing a personalized marketing strategy can draw your customers in, from customizing a website for each visitor to setting up timely and responsive lead generation campaigns. Mr. Wahhab shows us how to deliver a truly custom experience for each individual across various audiences.

Download Slides Here

Key Takeaways:

  • Working together, aligned teams can deliver high-impact marketing activities, increase sales effectiveness, and ultimately grow customer satisfaction.
  • Clean your data every 6 months at a minimum and purge data you don’t need.
  • Map out your customer journey and look at the path users are taking through your site and the touch points they encounter.

3) The Netflixization of Marketing: Turning Creativity Into Marketing Fuel

Lindsay Tjepkema, Casted, CEOLindsay Tjepkema, Casted, CEO

Content creators who get creative, authentic, and engaging will be rewarded. However, what about the ROI on that creativity? Netflix, Disney+, Hulu, and even TikTok have raised the bar on audience expectations. Whether that means creating content on behalf of an enterprise brand or a small business. It is critical to get creative and push ahead of today’s ever-growing competition. 

In this session, Ms. Tjepkema talks about amplified marketing–a tactic used to empower marketers to pursue creativity and connection, while quantifying and maximizing business impact.

Watch More on Youtube

Key Takeaways:

  • Always keep in mind these questions: Who is it for? Why are you doing it? How can you really put yourself in the shoes of the customer?
  • Brands today must provide 3 things: 1) An authentic connection 2) useful content that helps solve problems and 3) A sense of community
  • Create audio and video content, such as webinars, podcasts, live events, and customer stories, then break it into clips, transcriptions, and key takeaways

4) Getting Smart About Smart Content 

Mike K. Tatum, Athletic Greens, Director, Lifecycle MarketingMike K. Tatum, Athletic Greens, Director, Lifecycle Marketing

Smart content, or ‘personalization tokens’ as seen in HubSpot, gives the ability to dynamically customize any modules (text, images, videos, etc). Most companies have barely scratched the surface of smart content capabilities. Go beyond "Hi {}" and create experiences that stand out and help convert by hyper-personalizing your marketing platforms at a larger scale.

In this session, Mr. Tatum explores how agencies can leverage smarter content across the HubSpot Marketing Hub and CMS database to make every touchpoint feel like it was created uniquely for each individual.

Watch On-Demand

Key Takeaways:

  • Take advantage of HubSpot personalization tokens
  • Showcase your best stories, in front of the right people at the right time
  • Help people get to know you by keeping the conversation going

HubSpot INBOUND 2022 Closing Comments 

Did you know about President Barack Obama's session at INBOUND? Catch his invigorating Fireside Chat with HubSpot On-Demand. The session will only be available through tomorrow, Friday, September 16, after that it’s gone!

If you're in need of inbound marketing solutions, you've come to the right place. Through our work, clients have seen their customer base grow and their revenue increase. Learn more about the work we do at Snyder Group through our case studies available here.