9:00am - 9:45am
A New Species of Disruptor: How You Sell is Why You'll Win
Kat Warboys, Head of Marketing, ANZ at HubSpot
In the past, the most successful companies in the world used technology to get ahead of their competitors -- they were technology disruptors, and they won by making their product 10x better than the competition.
But over the past few years, a new species of disruptor has emerged: the experience disruptor. These companies are rewriting the playbook for how they sell to their customers, and they're doing it by reinventing the customer experience across every touchpoint.
In this opening keynote, Kat Warboys uncovers what makes a consumer experience disruptive by looking at some best-in-class examples, leaving you with a fresh perspective and new ideas for improving your company's experience across marketing, sales, and customer service.
9:45am - 10:15am
The 4 Unexpected Marketing Strategies That Transformed HubSpot’s Growth
Meghan Keaney Anderson, Vice President of Marketing at HubSpot
If you don't have a few "wait! we're doing it all wrong!" moments in your career, well... you're doing it all wrong. As HubSpot grew larger, some of our most reliable marketing tactics began to fail -- that's a scary realisation when the size of your company is entering into enterprise level territory. We had to act fast, and adapt our approach as we scaled, or risk slowing the incredible growth trajectory we'd worked so hard to achieve.
In this session, Meghan Keaney Anderson, VP of Marketing at HubSpot, will talk through a series of realisations the HubSpot marketing team had that went against common marketing practices, and the impact that inverting their approach made on the company's growth trajectory. In this session, you’ll learn from our mistakes, and hear how our discoveries can be your shortcuts.