Elise McMahon and Tammy Johnson from the SeaChange team recently returned from the INBOUND 2024 conference in Boston, hosted by HubSpot. Packed with industry insights, forward-thinking strategies, and a few memorable moments, the event left them with valuable lessons for marketing managers and directors who are gearing up to tackle growth challenges in 2025. Here’s a look at the biggest takeaways from their time in Boston.
Q&A with Elise and Tammy
Q: What were the biggest challenges that you heard marketing leaders discussing at INBOUND, and how do you recommend they approach these challenges in 2025?
Elise: AI was a HUGE theme of this year's conference, and the #1 recurring thought was how to work with AI in the future. Of course, we cannot rely 100% on AI - there needs to be human interference to ensure that information is accurate. So how do we bring this tool with us as we head into the future? One of the solutions I heard was to approach AI as a starting point and use human thoughts and creativity to fill in the gaps.
Q: How did INBOUND reshape your view on the customer journey?
Tammy: Today’s customer journey is truly a windy road. And in today’s marketplace, that journey can look different for every customer and prospect you are working to engage with. The key for marketers is to create unified, relatable, on-brand, scroll-stopping content to meet their customers wherever they are in that journey- no small feat!
Q: How can embracing technology help marketing teams achieve more in 2025?
Elise: I'm sure we've all noticed the innovation in technology over the past year, and it is definitely not slowing down. Because of this, it's important that we adapt to the changes and find new and exciting ways to utilize all these new tools. AI was a recurring theme at INBOUND this year - pretty much all the companies with booths (including HubSpot) rolled out brand-new AI products that help with lead generation, creativity, and insights. Embracing the change and transforming with it is the key to success as we head into 2025.
Tammy: I think marketing teams face multiple sets of challenges with AI, Automation and CRM Tools. AI has changed the landscape so much that marketers now need to make sure AI-generated content sounds human. Spam filters are being created that will focus on AI common keywords. Further, distilling all the tools available and finding the right mix to work for your company’s unique goals and circumstances is not easy. I spoke with a RevOps Director who was ready to give up on HubSpot and try another CRM because it wasn’t working in the way they needed. Instead, they decided to rework Hubspot and are now so much happier because their tool is working for them- not making more work.
Q: Why was it important for SeaChange to be at HubSpot’s INBOUND conference?
Tammy: Print is evolving- and SeaChange has been a leader in transforming print and embracing technology. This requires a true understanding of marketing challenges and the ability to bring traditional print and technology solutions to the table. INBOUND was a great way to hear more about the challenges facing marketers and also see how our technology solutions stack up in the marketplace. I am pleased to share that more than one person that Elise and I chatted with asked if we had a booth on the floor to demonstrate our technology solutions- validating where we fit in that space.
Elise: Our name, SeaChange, means transformation. And to us, this means we always strive to find new ways to adapt as we head into the future. INBOUND is the place to be for all things innovation! AI and other digital tools are becoming essential, and the conference was the perfect opportunity to learn more about how we can thrive with these new technologies.
Q: What’s one takeaway that marketing leaders can implement immediately?
Tammy: Slice, Dice, and Sprinkle! This approach to content marketing was reiterated multiple times. All marketers feel the need for fresh content, and taking what you have, chopping it into different segments, and repurposing it is a key strategy. Another great tip was to leverage your engagement events throughout the year. Does your company host 1 large educational webinar per year? If so, break up that content into smaller pieces and use it all year round to get more traction.
Q: What advice do you have for those attending INBOUND for the first time?
Tammy: Stay Nimble! There are lots of options and so much to digest! If a session you registered for isn’t quite what you hoped for, go try another, or hit a main stage presenter. Further, consider diving into a session that you may not be initially drawn to- that different perspective might lead to inspiration! The smaller meet up’s or chat sessions were a great way to network, and maybe grab a snack to fuel up for the next round. Also, take some time to explore the HubSpot Tools and other booths. You may find that perfect solution to the thing keeping you up at night- or simply be inspired to approach something from a new angle.
Elise: 1. Wear comfy shoes! I'm glad I went with my trusty sneakers with cushioned insoles. You are on your feet all day, buzzing around the convention center - you'll need the support. 2. Take advantage of the barista stations! Without a few double-shot cappuccinos, I'm not sure I would have made it. 3. Talk to people in lines! You'll never know who you'll meet.
Q: What was one unexpected, fun moment you experienced at INBOUND?
Tammy: One of the sessions I attended was about the Power of Women in Sales. In this session, we had to move to the right or the left of the room, based on diversity on our sales and leadership teams. I was proud to be on the right side of the room, and proud of our diversity and female leadership!
As marketing leaders look ahead to 2025, it’s clear that the landscape is evolving faster than ever. From embracing new technologies to refining customer journeys, the takeaways from INBOUND 2024 offer powerful guidance for navigating these changes. SeaChange is here to be your partner in this ever-changing world of marketing, helping you adapt, innovate, and stay ahead. With our expertise in blending technology and print, we’ll guide you through the complexities to create campaigns that resonate and drive results.
Let’s connect and explore how we can navigate the future together.
