3.2 Video: Hubspot (2022) “Inbound Marketing Fundamentals”

Many marketers have adopted the metaphor of “the hero’s journey” for the buyer’s journey, to guide the teams involved in go-to-market strategy in their roles as helpful advisors.  You will see this metaphor in the first of these two videos from the “Inbound Marketing Fundamentals” in Hubspot’s Inbound Marketing Certification.  This certification for marketers is a companion to the Inbound Sales Certification you have already seen.

Watch two of the three videos from this introductory Hubspot module to see how Hubspot defines the role of marketers in an organization’s go-to-market strategy, key tasks that marketers will be doing in an aligned interaction strategy, and key technical tools that support that integrated effort.    The third video, with examples of inbound marketing in practice, is optional.

0:00 The marketer’s role in the buying journey 1:05 Inbound marketing in the aligned go-to-market process 4:24 Task 1: Researching customers and buyer journeys 6:10 Task 2: Researching customer engagement preferences 7:00 Task 3: Segmenting, personalizing, creating and automating content 8:35:Task 4: Running marketing attribution reports to close the loop 9:25 The value of a strong inbound marketing foundation

0:16 CRM: Customer Relationship Management tool 1:33 Defining a martech stack 2:06 Examples of martech tools for SEO, content, social and ads 3:32 Value of an automation tool, with examples 5:00 Reporting tools 5:50 Collaboration tools 6:30 Project management tools