More than 60 delegates attended an event hosted by Cognition at the iconic Cube Building in Birmingham, featuring speakers from Cognition, HubSpot and an entrepreneur turned intrepid polar explorer.
Under the title ‘Inbound Marketing and Sales Lessons from HubSpot’, each of the four speakers had a different take on what this meant for them.
The line up (pictured from left to right) John Berry - Cognition Chairman, Aidan O'Leary - HubSpot, Dr Neil Counihan - Medical entrepreneur, Aidan Cassidy - HubSpot, Dr Peter Hughes - Psychologist, Tim Witcherley - Managing Director, Cognition.
The first speaker, Aidan Cassidy, UK Channel manager, HubSpot EMEA,
spoke about the shift within HubSpot away from the tradition model of a sales and marketing funnel to a flywheel model designed to create frictionless interactions with prospects and customers.
He was followed by Dr. Peter Hughes, co-founder of Cognition,
who spoke about the importance of integrating psychology and behavioural science into any software implementation or digital transformation project, to ensure successful engagement. This approach is crucial to getting value out of HubSpot.
After lunch, Dr. Neil Counihan, an orthodontist and medical entrepreneur,
worked with Cognition and HubSpot to help develop a business he sold this year to BUPA in a multi-million pound deal. While he covered that success during his talk, his main focus was on what he learned about team building and endurance during an expedition to the North Pole and how those lessons can be applied in a personal and business context.
Finally, Aidan O’Leary, Head of Channel Sales, HubSpot UKI, MENA and Italy,
spoke about the changing buyer/seller relationship and how HubSpot can help businesses adapt to these changes.
The day ended with a collective ‘Ask the Experts’ panel where topics ranged from the impact of machine learning and AI on marketing and sales, and the specific ways in which automation technologies are changing the practical and psychological demands made of sales teams.
Feedback from the event was extremely positive with many delegates requesting further, in-depth training on HubSpot which Cognition are currently providing to businesses in the UK, Europe, the Americas, Asia and Russia.
There was also a high demand for notification about future Cognition events, the first of which will be held in October 2019. You can be notified of these events by signing up for webinar alerts.
You may also be interested in our ebook on Technology, Psychology and the Future of Digital Transformation.
If you’d like to know the practicalities of getting value out of HubSpot call Nicola on +44 (0) 121 7253966, email firstname.lastname@example.org, or simply fill in the contact form on this page.
by Tim Witcherley May 30, 2019
As the Managing Director of Cognition, Tim's drive is to ensure every Cognition client gets tangible, commercial outcomes. In increasingly complex marketing and sales environments, his relentless focus on delivering value, quickly and simply, is one of the main reasons why Cognition is now one of the UK's leading digital agencies.