Paull Young from Charity:Water presented some great principles to follow in holding a fundraising campaign. Principle #3 was to be creative, and the idea he had for his campaign was to run a half-marathon in a Speedo. Ok, I’m sure that campaign would fail for me, but I do need to come up with a creative idea for mine. I’ve got several I’m already kicking around in my head for my upcoming “Aperture Effect” campaign I run through Joetography. And Paull was gracious enough to send a Jerry can home with me for my promotions! (It’s already gotten quite a few looks in the airport.)
Thankfully, HubSpot reran their session on optimizing emails. I can see why it was packed out the first time! Sarah Goliger jammed more tips in this session than I thought was possible. Perhaps the best find was on segmenting my lists. It’s not that I’ve never heard of this, but I just wasn’t persuaded of its importance until now. That was until I found out that four out of 10 subscribers reported that they marked emails as SPAM simply because it was irrelevant. I need to do a better job of sending people what they want, not what I want them to want.
Perhaps the greatest business-related inspiration I’m taking home with me from this week is a heightened desire to build my business—meaning increase my client/prospect base to warrant the hiring of staff. It’s time for me to grow up a bit. Mike Volpe shared how he’s built and designed his HubSpot marketing team. So, if you’re looking at Keyhole Marketing for a gig in the near future, here’s your cheat sheet on what to bring to the table: (1) Be Digital: be able to speak in digital marketing terms, whether you’re a digital native or digital immigrant; (2) Be Analytical: be able to read, analyze and utilize data more than the average person in similar roles at other companies; (3) Be Gravitational: have evidence that you’ve done something to attract people to you or the work you’ve done; (4) Be Generators: In terms of producing good content, show that this is a natural experience for you and not a chore.
I was incredibly fortunate to travel to HubSpot with my friends from Fishhook—Evan and Aimee—and one of their clients—Roger. For me, they made this trip great! I’m not sure I did a great job of expressing my gratitude to them personally because I tend to get very introspective and quiet at events like this where I’m taking in so much great information. Without them, though, the trip would have been much less soul satisfying—and that’s not hyperbole. Their flexible, considerate, and relaxed natures made it seem more like a vacation sometimes than a business trip. I encourage you to bring your teams or people you know to such events. You’ll find your energy renewed and your epiphanies enforced. And if you can do it, rent an AirBnB together, like we did. Don’t hide away in conference hotels. Share bathrooms, eat breakfast and cram in cabs together!
We’ve all been to conferences that start off on a great start. The keynote gets the crowd rallied to change the marketing world! Then, three days later, zombies are stumbling through the conference halls—eyes bugged out and arms outstretched. Not so at this year’s HubSpot. Scott Harrison, Charity: Water’s CEO, closed the conference, sharing his story—but more importantly THEIR story. The stories of the lives touched by fresh water and the lives touched by raising funds for fresh water. Forget changing the marketing world…change the world. Change a life. Change someone’s inevitable condition. Thank you, Scott, for your transparency and vulnerability. It will stick with me for a long time to come.