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Your Go-To-Market is Killing Your Business, and You Don't Even Know It

HubSpot
HubSpot
HubSpotMarketing um HubSpot

Modern customers expect that it will be easy to learn about your product and buy it, but most of our go-to-markets do the opposite. We ask people to fill out long forms, we build complex qualification rules, we make it tough for prospects to talk to someone right now. In short, we put up barriers that solve for our companies instead of solving for our customers. At HubSpot, we’re mid-way through transforming our go-to-market to be customer centric. Learn what’s worked for us, what hasn’t, and what we’re building. --- Jon is VP of Marketing at HubSpot, helping to transform how companies market and sell. Prior to this, Jon led Marketing at Trunk Club, the personalized shopping service for men and women, and was the Head of Marketing for Klout, the social media influence measurement company. Jon has a background in improvised comedy and earned his MBA from the Harvard Business School. This is Jon Dick's #INBOUND18 presentation.

Your Go-To-Market is Killing Your Business, and You Don't Even Know It

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J O N D I C K
( @ J O N D I C K )
@jondick#INBOUND18
@jondick#INBOUND18
The Wolf
@jondick#INBOUND18
Death by Wolf
When you become so deaf
to warnings of change,
that you ignore a big, bad one
when it actually arrives.
Consumers want to communicate with
companies through 13 different channels
How consumers want to engage with companies, by customer journey stage
83%
45% 37%
28% 23% 21% 20% 19%
4%
Website Videos Email Blog Facebook
Messenger
Twitter Live chat Download
Content
Other
53%
39% 34% 33% 30%
18%
3%
Website Phone Contact Us
Form
Live Chat Self Service Facebook
Messenger
Other
62%
48% 42% 36%
21%
10% 5% 1%
Email Phone Live Chat Contact Us
Form
Facebook
Messenger
Twitter Slack Other
SALESMARKETINGSERVICE

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