Is INBOUND the right conference for startups to attend?
So I’m currently somewhere in between Frankfurt and Leipzig on an Inter-City Express (ICE) train on my way home from the 2018 edition of INBOUND. I’m fighting falling asleep on this train so I can get my biological clock back into European time as soon as possible, so I figured it was an opportune time to write a blog article ;-). And with that, I wanted to take a moment to talk to you guys about INBOUND.
Wait, wtf is INBOUND? I thought people only said that when TIE fighters are approaching the rebels in Star Wars?
Well, you’re not wrong. INBOUND is certainly that as well, but it is also so much more. In a nutshell, INBOUND represents two things:
- It alludes to the term Inbound Marketing. Which is a distinct style of marketing that centers around having all of your digital channels providing answers and information pertaining to the problems your product or service sells, thus helping you get found by prospects who are actively pursuing something you offer. This style of marketing was really made popular in the late 2000’s by HubSpot Co-Founders Dharmesh Shah & Brian Halligan, they literally wrote the book on Inbound Marketing.
- It is the name of the conference that was the result of this marketing movement gaining such a devout following. Literally, all the fans, followers, evangelists, and interested parties alike gather annually in Boston (right over the river from where HubSpot is based) to learn all about the latest happenings and trends with INBOUND, and to network with other like-minded folks.
If you’ve met me in any sort of professional context, you know that I used to work at HubSpot, so I’m an Inbound Marketing Fanatic. In my personal and professional opinion, I really don’t see why companies in 2018, ESPECIALLY STARTUPS, are still wasting time, energy, and effort planning outbound marketing campaigns. (Just for the sake of quickly re-capping, outbound marketing is everything you’ve seen to date: radio ads, tv ads, cold emailing, telephone marketing, etc).
I really don’t see why companies in 2018, ESPECIALLY STARTUPS, are still wasting time, energy, and effort planning outbound marketing campaigns.
That being said, the answer to the title of this article is a resounding YES! But here’s some context that is specific to startups.
Quick note, while INBOUND can be considered the love child of HubSpot, INBOUND is certainly not all about HubSpot, and it has evolved into its own brand. While HubSpot is certainly present and abound, it is not an event where you will have HubSpot sales and products shoved down your throat the entire time, not at all.
7 great reasons why INBOUND is a great conference for startups
1. This method of marketing really is the future.
Outbound marketing is getting harder and harder to execute and measure. Another distinct disadvantage of outbound marketing for startups, is that it is also getting more and more expensive. We all know budgets are very important for startups in the beginning, so throwing away money in the early phases on dated techniques is not the way to go. SPAM filters are getting smarter, algorithms are getting better at showing people ads they actually want to see (in theory), and the user has a lot more control nowadays about how they take in data online. Small, early-phase startups with limited resources and budgets are, for the most part, not going to able to have an impact with traditional outbound marketing techniques.
Secondly, outbound marketing is starting to become borderline illegal if you’re an entity in the EU, or if you deal with clients in the EU. Remember The Great Demise of Marketers in 2018 -> May 25th, 2018? AKA The day GDPR officially went into effect in the European Union? Yep, European Nations stepped up their privacy game this year, and really cracked down on people who were exploiting data. I’m no lawyer, and I’m not looking to get into legal intricacies of the GDPR, but in a nutshell companies doing business in the EU need to be careful with how they are treating data, or they could receive heavy fines as punishment. Do I hate the GDPR? Yes, I do with a passion, but not for the reasons you may think. It brought me a ton of extra work that had to be done, whilst juggling my normal work-rodeo, so yes personally it brought on some extra annoyances for me, but as a whole, I believe in, and fully support, the GDPR.
But as a whole, I believe in, and fully support, the GDPR.
I mean that truthfully, because if your company follows a pure inbound marketing strategy, GDPR probably didn’t change too much of what you do everyday, because you only collect data from people who want to be actively giving their data to you. Sure, you probably had to update a bunch of legal jargon and privacy policies on the site, but compared to people who have been doing marketing the wrong way, you were way ahead of the power curve. Furthermore I am tired of seeing people trying to “cheat” marketing. Don’t insult your customers’ intelligence. Good marketing takes time, building trust takes time, there are no hacks around this, and if you believe that you can hack customer trust, then you rightfully deserve any penalty the GDPR may bestow upon you one day.
Back on theme, INBOUND is a gathering of people from all industries, all backgrounds, from around the entire world, who are passionate about it, and it’s a great place to trade ideas on the topics, and figure out how to implement the methodology into your startup. It doesn’t matter if you’re a business or a tech head, you’ll find someone who speaks your language, both literally and figuratively. It’s the perfect place to get on the INBOUND bandwagon, and if you’re already on it, it’s the perfect place to expand your knowledge on the topic.
2. INBOUND is big, but not too big.
I have mixed feelings about conferences, sometimes I feel like they are extremely enlightening, and sometimes I feel like they are just too massive that they don’t really yield any real benefit. INBOUND 2018 was about 24000 attendees from around the globe in total, definitely a respectable number, but when you compare that to Web Summit 2017, Europe’s biggest (possibly the world’s biggest as well) annual tech conference in Lisbon, (as of writing this, the 2018 edition of Web Summit has not yet happened) which yields on average 90,000 yearly attendees, there is a clear disparity there. Furthermore, many companies that have participated in our startup accelerator program have expressed that gaining anything out of the bigger conferences are the world is extremely difficult.
I’m not bashing or hating on the Web Summit by any means. The sessions I attended at the Web Summit in 2017 were worthwhile and insightful, and they always have an impressive speaker lineup, but for my own personal tastes, it was too much. You waited in massive lines for EVERYTHING. Want a cup of coffee? Goodbye 15 minutes. Want to talk to that startup at that booth? Goodbye 20 minutes. Need the toilet? Goodbye 30 minutes. Hungry for lunch in the middle of the lunch rush? Well, you’re just out of luck. This amount of chaos really detracts the overall value of the conference for me, and I’m certain there are a lot of people there who feel the same way. So hey, if you dig bigger is better, by all means hit up some of the giants of the conference world and have at it. If a medium-sized conference with a central theme, and modest lines is more your thing, then INBOUND won’t disappoint here.
3. The INBOUND mobile app is perfection
A weird thing to be on this list, but the INBOUND app that comes out every year is a true marvel of modern times. As a startup founder, you could learn a lot from it, for example:
- Proper UX Design. For any startups out there doing anything with a mobile app, the INBOUND app can provide more valuable lessons than any lecture in a university hall. It is intuitive, it is responsive, it is all encompassing, it is fast, and it is beautiful all at the same time. Above all, it gives all of the information it needs to give, very reliably and seamlessly.
- It’s a powerful marketing tool. The INBOUND marketing team really nails this, the app really flourishes at fostering a sense of community both within the app with an activity stream and a direct messaging feature, it also directly incorporates all relevant social media happenings right in the app.