25% of INBOUND Sessions Are About Sales: Maybe Marketing *Does* Love Sales?
Like 20K other marketers, I'm starting to prep for INBOUND 2016. I'm lucky enough to be presenting Siftrock on stage during the startup pitch competition. As a data geek, I've been studying sessions, reading Tweets, and trying to understand what will be hot at INBOUND this year. There's one thing that really struck me in the data...
"Sales" shows up in 25% of session titles, making it the #1 most common topic across all INBOUND sessions.
This chart shows the top 20 most common keywords.
Sales leads the pack at a marketing conference!? The data shows that "Sales" or "Selling" shows up more than "Content," "Social," and "SEO" combined. Why is this happening? I see this as a microcosm of the growing focus in B2B marketing to align with sales. Whether you're doing Inbound, Account-Based Marketing (ABM), or a combination, the focus is shifting to think more about pipeline and revenue than MQLs. This is driving marketers to think more deeply about sales, and based on session titles, we can expect that conversation to be front and center at INBOUND 2016.
We can also look at Twitter to see if the social conversation has a similar dynamic. It's still early, INBOUND hasn't kicked off yet, but analysis of the ~10K Tweets over the last 6 weeks shows that sales is already rising to the top. This chart shows the top keywords and hashtags within the pre-event #INBOUND16 Tweets to date. Sales ranks number 3 on this list.
It was also interesting to see who is driving this conversation. I wanted to know who I should follow to keep track of this while in Boston. Check out this list of the most active people talking sales in the #INBOUND16 Twitter stream:
- @SolangeMessier (73 Tweets)
- @ChrisDiStaulo_ (73 Tweets)
- @brandomoore (73 Tweets)
- @christinacodes (73 Tweets)
- @David_Skuy (72 Tweets)
- @KellyDuval_ (71 Tweets)
- @Rinaldeens (71 Tweets)
- @sales_hub (71 Tweets)
- @IanMcIlWain_ (70 Tweets)
- @sarenacbrown (68 Tweets)
- @ItsTylerAbbott (67 Tweets)
- @MattCookSales (28 Tweets)
- @BuzzSaffa (16 Tweets)
- @WalesBuzz (12 Tweets)
- @DanGalante (10 Tweets)
For even more, try this list of the most followed people talking sales in the #INBOUND Twitter stream.
- @larrykim (484,864 Followers)
- @Timothy_Hughes (158,575 Followers)
- @Pistachio (141,483 Followers)
- @DavidHoffeld (101,959 Followers)
- @oc_tel (69,077 Followers)
- @OlivaresMerlos (67189 Followers)
- @Impactbnd (60,040 Followers)
- @MattCookSales (43,882 Followers)
- @BobRuffolo (42,431 Followers)
- @ItsTylerAbbott (40,974 Followers)
- @CurationSuite (38,503 Followers)
- @brandomoore (37,484 Followers)
- @sales_hub (35,717 Followers)
- @jill_rowley (33,899 Followers)
- @MarketEmpowered (31,586 Followers)
The attention to marketing and sales alignment is exciting to see. The ABM movement has pushed a lot of this thinking, but it's clear that the core concept applies to all B2B marketing strategies. Marketers thinking more about sales and sales teams thinking more about marketing should be good for everyone. At the end of the day, it's about these two teams being on same page, working to win deals together.
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