The State of Inbound is out!
It's a yearly survey we do at HubSpot and it reveals the top challenges and priorities facing businesses today in the realms of marketing and sales and changing consumer habits.
The survey also looks at the future to highlight new trends and channels that will soon affect the way we all do business.
You can grab the global report here, however, I want to look at the EMEA results and share with you 17 about that you need to know now to plan the rest of your year and 2018.
To summarise it all, here's what's happening in marketing, sales and business overall and some tips.
The top priority for marketers remains the same: growing traffic and then converting those visitors into leads and customers.
However, the environment in which we're doing marketing is changing with the need to test new (and unpredictable) technologies and platforms, including video, messaging apps, AI, and more. Video is the main disruptor now and social is the constant disruptor.
If you haven't started experimenting with live video, social messaging, bots etc. now is the right time to do so to figure out what role new technology can play in your business.
Because people buy much differently than how they used to, sales reps report that prospecting is getting more and more difficult.
Sales people are now expected to be trusted advisors rather than typical hard sellers and understand the prospect's social media, product research and purchasing habits.
And in the mix of all of that comes new technology that is also expected of sales to adopt to speak the same language and use the same vehicles of communication as consumers.
Something you might want to consider is to start teaching your sales people marketing and business consulting skills to get them ready for this new type of consumers.
According to the research, executives and employees are not on the same page when it comes to how the workplace really works.
Execs think marketers should be creating YouTube videos and reps should stop calling people on the phone, individual contributors have different things on their plates, though.
Execs also believe that business operations are running much smoother than how employees see it which means that the top level is ready and eager to experiment with new things but employees are not there yet and are just trying to keep up.
The widening disconnect between Sales and Marketing is one example so you might want to look at how internal communication works within your company to fix this gap between the top and your individual contributors.
What is your key learning from the State of Inbound 2017?