Recently, our team had the pleasure of attending HubSpot’s INBOUND 2024 Conference in Boston. As one of just 20 North American members of HubSpot’s Partner Advisory Council, we were eager to gain new insights from some of the biggest names in marketing. Here are some of our biggest takeaways from the INBOUND Conference:

1. Data-Driven Isn’t the Future, It’s the Present

Customer data has always been a critical part of any marketing strategy. But are you truly leveraging it? If not, your brand may already be behind. One of the biggest takeaways from INBOUND 2024 is that the focus has shifted to personalized, data-driven marketing where every campaign is tailored to the individual.

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2. Is TikTok the Next Lead Gen Machine?

With social media becoming an ever-growing tool for brands, platforms like TikTok are beginning to stand out. At the INBOUND Conference, our team learned that TikTok has emerged as a powerful tool for lead generation, challenging traditional methods and driving authentic engagement. The platform even features a HubSpot integration, which can help your brand optimize lead generation.

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3. AI Continues to Shine

HubSpot’s Breeze AI is something to keep your eyes on. It has the power to transform how we operate within the platform, streamlining tasks such as report generation, content creation, and contact insights. This could significantly elevate how teams interact with and leverage their HubSpot ecosystem.

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4. Human Connection Still Matters—Big Time

Following up on the rise of AI, HubSpot’s INBOUND 2024 Conference made sure to stress the importance of human experiences in marketing. AI and data are only tools, after all. Consumers still crave authentic human connections, and brands that can balance tech with heart will give themselves a big advantage in the long run.

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5. Content Alone Isn’t Enough

Content is a crucial part of every marketing strategy, but a focus on omnichannel media and smart content distribution can be a game changer for any brand. For example, websites that consistently post blogs see a 75.29% increase in organic traffic and 194.58% more organic social reach. And that’s just one piece of the data puzzle we learned about at the INBOUND Conference. 15% of searches on Google are new, never seen before searches. So, how can your brand stand out in a world where 4.6 billion pieces of content are created daily? Create content that is backed by a dynamic ecosystem: interactive, visual, and backed by AI.

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6. SEO is Evolving Beyond Traditional Search Engines

While SEO still stands for “Search Engine Optimization”, we may have to rethink that. The INBOUND Digital Marketing Conference suggested it should now stand for “Search Everywhere Optimization”. Why is this? Its reach now extends beyond traditional platforms such as Google. While your website and blog are still important, focus on leveraging social media, chatbots, and other platforms to shape your content strategy.

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7. Give Your Audience a Full Funnel Experience

The “set it and forget it” marketing strategies of old are no longer effective. At the INBOUND Conference, our team learned about the importance of a full-funnel approach. Today, the customer journey is more complex than ever, and success depends on engaging at every stage of the funnel. If you’re only focusing on the top, you’re missing out. It’s time to shift gears and think full-funnel strategies.

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8. Turn Customer Support Into Marketing Gold

Leveraging customer support data could help your brand unlock powerful marketing insights to drive your new and existing campaigns. Acquiring new customers is up to 25x more expensive than retaining existing ones, making retention strategies essential for profitability.

The first step is to unify your data. While only 35% of CX leaders say their data is fully integrated with their tools, those who do experience 225% more personalized interactions. On top of this, brands should turn customer pain points into compelling messages OR identify their brand champions to leverage positive reviews in marketing materials.

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9. Email Marketing is Enduring  

Another major takeaway we took from the INBOUND Conference is that people will always be open to receiving emails. As a result, email marketing can be a valuable tool to leverage, even in our new age of AI. Now, it is important to consider that your email list will have to be cleaned up depending on who is or isn’t engaging with your content. While this may result in a smaller list of potential customers, it is ok if you’re targeting high-interest individuals.

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10. Podcasting is the Next Frontier

Finally, one of our team’s favorite takeaways from the INBOUND Conference is that podcasting could represent an exciting opportunity for brands to generate more awareness. As it currently stands, there is much less competition in the podcasting space than other content mediums. This offers marketers a ripe opportunity to stand out from their competitors through advertisements on shows or original podcasts of their own.

In conclusion, HubSpot’s INBOUND 2024 Conference provided many actionable insights for the marketing industry to take advantage of. As the marketing and sales industries continue to evolve, embracing AI tools, rethinking content strategies, and integrating CRM insights into your campaigns can set you apart from the competition. By adopting these takeaways, you can refine your approach and thrive in today’s fast-paced digital landscape.