3 min read

Episode 10: Marketing Industry Trends for 2016

Welcome to Episode 10 of HubShots!

Recorded: Tuesday 08 December 2015

In this episode we cover:


Our first podcast recording in the same location (usually it is all via Skype)

Shot 1: Inbound Thought of the Week

Inbound lives on because we are getting emails notifying us of new Inbound talks that were recorded at the conference being made available on the site.
eg: Don't Feed the Racists: Merredith Branscombe: http://www.inbound.com/blog/merredith-branscombe-bold-talks

Shot 2: HubSpot feature/tip of the Week

Understand how HubSpot buckets together traffic in the sources report: http://knowledge.hubspot.com/articles/KCS_Article/Reports/How-does-HubSpot-categorize-visits-contacts-and-customers-in-the-Sources-Report#detailed_rules

e.g. be careful when setting the ute parameters from paid search e.g. if you use banner or cpm (instead of cpc or ppc) as the medium they will get bucketed into Other instead of Paid Search

Shot 3: Challenge of the Week

Setting up for this recording

Shot 4: Opinion of the Week

Marketing Industry Trends

We look at the trends highlighted from three main industry leaders:

1:  http://www.forbes.com/sites/jenniferrooney/2015/11/20/the-five-marketing-trends-cmos-can-no-longer-ignore-in-2016

Jim Lecinski, VP Americas Customer Solutions at Google, curated a list of the five top trends he is seeing from his vantage point, trends that will strengthen next year and beyond.

Lecinski identified the trends based on these important criteria: They assist CMOs in their mission of driving growth; they are trends that are now big enough to matter; they are relevant across all industries; they are relevant not just in the United States but globally; and they are actionable—trends CMOs shouldn’t just be watching but acting on now:

  • IoT
  • Mobile first
  • VR - Ian’s example
  • Disruptive Competition
  • Rise of AdTech

Example by Ian about Google Trusted photographers

The Internet of Things (IoT) is the network of physical objects or "things" embedded with electronics, software, sensors, and network connectivity, which enables these objects to collect and exchange data. - from wikipedia

More on IoT but kinda vague:

Health (e.g. fitbit) and safety (nest thermometer) are key examples (e.g. self-diagnosing car), but still these examples are vague - not many examples that are relatable for marketing managers in B2B companies. Some retail examples could work.

Remember Growth Driven Design: https://hubshots.com/episode-1/

2: Interesting predictions: http://news.microsoft.com/features/from-ai-and-data-science-to-cryptography-microsoft-researchers-offer-16-predictions-for-16/

Lili Cheng
Distinguished Engineer & General Manager, Microsoft Research NExT

How would you complete this sentence: 2016 will be the year that…
"'More kids’ first jobs will be virtual rather than in a physical place. Over time, this will cause us to rethink the way we work, and the way we design our physical cities, neighborhoods and local communities."

Action items: Marketing managers need to be prepared to use remote resources in the future


Justin Cutroni: Author, Analytics Evangelist at Google

"I think the one thing that really excites me is the continued convergence of data. Businesses are merging more first- and third-party data sets to draw deeper insights about existing customers, attract new customers and, ultimately, increase revenue."

HubSpot CRM is a very simple example of this - pulling in 3rd party data to enrich your own data.

Google Analytics can import offline data sets into analytics, but make sure the data is not personally identifiable: https://support.google.com/analytics/answer/2838984?hl=en&utm_id=ad

Look-alike audiences is another example of your own data being used with 3rd party data to provide access to more potential customers: https://www.facebook.com/business/help/164749007013531

Our own observations on 'trends':

1: Marketing managers are using personas and workflows more - they've known the concept for a while, but the trend is that they are now actually spending the time to craft and act on them.

2: Trend - marketing is acquiring or keeping a customer, not just leads - end to end visibility

3: The push for ROI trend

4: Finally, brace yourself for the ‘content marketing is dead’ trend eg: http://www.inc.com/yoav-vilner/content-marketing-is-dead-long-live-interactive-content-marketing.html

Shot 5: General Tip of the Week

Think about what your going to do about 2016.

Take away: think about what worked and how you can multiply that effect in 2016.

Shot 6: State of Inbound Item Week

Impress your boss: http://www.hubspot.com/marketing-statistics

"The average click-through rate for paid search in 2010 (worldwide) was 2%. (Convario, January 2011)"

Shot 7: Resource of the Week

Getting your marketing plan in place for 2016: http://blog.hubspot.com/marketing/content-marketing-plan