Shane Murphy-Reuter, Senior Vice President of Marketing at Intercom, interviews Brian Halligan, CEO and Co-Founder of HubSpot, about the importance of conversational relationships and how they can drive business growth. Strong customer relationships are more important than ever to Latest Mailing Database Latest Mailing Database business success, but the old ways of communicating and building relationships with customers are broken. Old communication tools, like email and forms, just don't fit the way modern customers want to talk, connect, and receive help. Businesses today need a modern way to deliver fast, personal, real-time communication to their customers. HubSpot CEO and co-founder Brian Halligan says conversational relationships — building relationships with customers through personalized, messaging-based experiences — is the answer.
A conversational approach not only helps businesses meet rising customer expectations, but is also a distinct competitive advantage. Brian says: "If people come to Latest Mailing Database your website or use your products or want help and you don't have a chat, you're at a disadvantage today. That's just the way people want to talk. "Intercom's Senior Vice President of Marketing, Shane Murphy - Reuter , recently sat down with Brian to talk about the importance of conversational relationships and how they can drive exponential business growth. Brian also shares HubSpot's strategy to create an industry-defining category that has helped over 86,000 customers in over 120 countries transition from unwanted outbound marketing to permission - based inbound marketing. Listen to the full episode above or check out Brian's main takeaways below.
Foster connection and growth through conversational relationships Back in business school, Brian worked at a venture capital firm, helping companies think about growth when he had an “aha” moment. He noticed that virtually every company used spray-and-pray tactics of cold calling, mass emails and generic advertising. They all had the same playbook, but there was one problem – it wasn't designed for the modern human. Back then, the advent of modern technology, like caller ID, spam protection software and ad blockers, offered a way to finally dodge brands' relentless bidding for consumer appeal. 'Warning. Customers who were tired of receiving unsolicited communications quickly armed themselves with these new “protection” tools. Brian says: "My 'aha' was that it was impossible to sell to Latest Mailing Database a modern human, they were getting good at blocking it. "One thing was clear: it was time to throw away the old playbook.