INBOUND 2019: Experience Disruption Key To Streamlining B2B Go-To-Market Strategies, Boosting Customer Satisfaction

Featured

Innovation and disruption in the technology sector are soaring, but customer experience continues to falter. Research from B2B International shows that only 14% of large B2B companies are truly customer-centric. However, progressive companies that have seen great success over the past couple of years are focusing on disrupting the customer experience to ensure buyers control the decision-making process, have as little friction as possible and build genuine relationships with their new partners.

This was the recurring theme at HubSpot’s INBOUND 2019 event in Boston, where roughly 25,000 B2B and B2C practitioners came together to learn about how they can adapt their business strategy to disrupt their go-to-market strategies and provide genuine customer experiences.

“Disruption is at an all-time high,” said Brian Halligan, Co-Founder and CEO of HubSpot, during his keynote presentation at the event. “It is speeding up, not slowing down.”

 

View on Demand Gen Report

 

Simons went on to share six key tips for any business looking to position themselves to scale in a similar fashion:

  1. Create Durable Values: “We were just 100 people in the company when we decided to pour cement on this foundational set of beliefs and principles that could embody the company,” Simon said. “Part of building this value system was to ensure we could scale our founder’s beliefs and ensure every new hire met our needs no matter how much we grew.”
  2. ‘F&%#’ Convention: “It’s really about choosing the path less traveled. In enterprise software, it's really easy to get caught up in the patterns of the past or the status quo of how things have been done. So, we broke a bunch of different conventions that now, in 2019, might seem more common. Our whole go-to-market experience was really built off of customer orientation and empowering the customer to basically self-serve.”
  3. Create A Culture Of Openness: “You must focus on scaling trust, so that you can trust scale when you get there. I really believe that those things are related. We focus on building trust specifically through transparency and openness among our business and the employees.”
  4. Prioritize The Team Dynamic: “Companies tend to focus on what you need to improve as an individual, while spending very little time on the team dynamic,” Simon said. “About five years ago, we began to look at teams that were high-performing inside of the company to understand what makes those teams successful. We pulled out a set of attributes that were common across every team that was really successful, and we basically built a tool — called a health monitor — that allows any team to assess themselves.”
  5. Invest In Word-Of-Mouth: “One of our founding ideas was to build remark on the product. So, one user can get another user, and one part of an organization can get another part of the organization. That network effect is what propels our business.”
  6. Innovate Anywhere: “It’s important to create time for your team to scratch itches,” he said. “We have a ‘Ship It’ program where, for one whole day per quarter, the whole company dedicates time to scratching those itches and innovating parts of the product or the company.”
Tagged under