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PodSpot #39 - Live and direct from Inbound 2022

In this special episode of PodSpot, the UK's only HubSpot themed podcast, Karman's Head of Digital, Matt Wood, broadcasts directly from the corridors of Inbound 2022, in Boston, USA. 

Joined by HubSpot consultant Sam Turner, the pair sit down for 40 minutes, trawling over the 6 exclusive lessons they learned at this year's HubSpot event. 


(Learn more: Podspot #36 - HubSpot, the CRM for enterprise level growth with Kyle Jepson

Following an introduction from our usual PodSpot host, Ian Townshend, the conversation begins when Matt asks Sam for his top 3 insights during his time at Inbound 2022. 

For Sam, first and foremost is the scalability of HubSpot, and their continued trajectory in the market.

As an industry disrupter who now challenge the likes of Salesforce, consistently ranking no. 1 in software charts, you'd assume that HubSpot's market capitalisation would be slowing down by now... But it's quite the opposite.

Not convinced? All we have to do is compare their last quarter of revenue with HubSpot's main and largest competitor, Salesforce.

Salesforce revenue almost touched $8bn, compared to the $400mil HubSpot took home last quarter. This, paired with Brian Halligan's point around the HubSpot market plan, which aims to depart from the traditional CRM norm of acquisition, instead investing further into R&D, makes for an exciting thought exercise around their growth scope... Anything is possible! 

(Learn more: Podspot #34: HubSpot customisation: The Do's and the Don'ts

Next up, Matt gives his insight. 

On day one, Matt got himself to a deep dive SEO session. Here, Rory Hope, Head of SEO Content, outlined how digital marketers can look to mix social media data and SEO to maximise ROI.

Here's how to do it... 

First, split out your high intent keywords into topic groups. For example, we'd take "Hubspot agency" and place it in a HubSpot topic group on a spreadsheet. Then, find your main keyword competitors. For us, that's other digital service agencies, with a proposition around HubSpot.

Next then upload your keyword competitors into a software called Audiense which will create affinity audiences based on your keywords and your keyword competitors.

Using audisense or a similar tool will give you your personas, allowing you to split your target audience into different categories, like interest groups and demographics.

This will give you key insights around the content your target audience engages with. On top of this, the software will define the social media influencers in your target space and reveal what they are discussing currently.

Using this information will make for a far more targeted and sophisticated content plan.  

What else did we learn at Inbound 2022? You'll have to listen here and find out.

If you’d like to learn more about HubSpot or digital transformation, get in touch. We’re ready to help you unleash the potential of digital in your organisation.


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