I was talking with Meghan Anderson, VP Marketing for HubSpot, about how much has changed (and how much hasn’t) over the last 10+ years since HubSpot brought us the Inbound Marketing Revolution (okay, a little blog hyperbole).
At a recent Inbound conference, Brian Halligan, HubSpot’s CEO, shared what led to the entire idea that became HubSpot. He shared that while their product was designed to enable marketers, the idea didn’t spring from focusing on the problems that marketers had.
Instead, they focused on the problems that the targets of marketers - people - had. In that exploration, they realized that things were fundamentally changing and the buyer was seizing control of their own buyer’s journey and experience. This discovery led to what Halligan and Dharmesh Shah, Brian’s co-founder, called Inbound Marketing.
In the last decade, Inbound Marketing has completed a full lifecycle. Starting as novel curiosity that only a few on the vanguard even knew about (let alone implemented), to hype that everyone talked about. Which then lead to “The Next Big Thing” through must-have status, followed by line extensions (Inbound Sales anyone?), finishing off the cycle with claims like “inbound marketing doesn’t work anymore” and “no forms.”
This fond remembrance of the birth, growth and exploitation led us to talk about what Inbound Marketing means today. My response is what led to this blog post. I replied, “Meghan, you know, to me Inbound was always more to me than inbound marketing or inbound sales were. To me, Inbound was and still is a philosophy.”
Inbound represented - and still represents - a mindset, beliefs and principles far more than any series of tactics or processes. Being Inbound is to acknowledge that the customer controls the game today and businesses need to rise to meet the demands and expectations. While the tactics (and technology) are changing at an increasingly rapid pace, Inbound, The Philosophy is as relevant today as it ever was.
Meghan then challenged me. She asked, “Doug, I love where you’re going with this. But (have you ever noticed there’s always a “but”), if it’s a philosophy how do you define it? How does it have permanence, rather than merely becoming a trite idea like create value?”
This is my answer.