Empathy, the power of social media, customer experience and the importance of data were the central themes of Inbound 2017, the HubSpot event that sets trends in the Inbound industry.
“The key to success is not trying to be what society or anyone else wants you to be, but being 100% authentic .” These are the words of Michelle Obama , former First Lady of the United States, during her recent appearance at Inbound 2017 , HubSpot’s digital marketing event, which brought together more than 21,000 professionals from around the world between September 25 and 28 in Boston (Massachusetts, United States).
Four intense days of Digital Marketing where the new trends south-africa phone number data in the sector were presented : CRM, SEO, content marketing, etc... by the best experts in their field: from Rand Fishkin (founder and CEO of Moz), Leila Janah (founder and CEO of Samasource and LXMI), Elaine Welteroth (editor-in-chief of Teen Vogue)... to Brian Halligan and Dharmesh Shah (co-founders of HubSpot).
Empathy
Keynote speakers such as John Cena (actor and WWE Superstar) and Michelle Obama focused their speeches on how to be honest and empathetic, in any facet of life. And precisely the importance of empathy and how to convey it to the client was the central theme of Inbound 2017.
There are endless stories of brands that have not been empathetic with their customers. A clear example is the recent incident at United Airlines , when a police officer literally dragged a passenger who boarded an overbooked flight because he did not want to give up his ticket, off the plane. Several travelers recorded it on video and posted it on social media, and within minutes the video went viral, with more than 1 million views.
Oscar Muñoz, CEO of the airline, issued an internal statement blaming the passenger, which also reached social media, causing even greater outrage among users.
Brands that are empathetic with their customers, and provide good experiences, manage to turn these customers into authentic evangelists of the brand, through word-of-mouth marketing . This type of marketing is 100% Inbound, completely non-interruptive and totally trustworthy - the ultimate goal of any Inbound Marketing strategy.