Go Inbound Marketing 2015 Recap

By: Felicia Savage

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On Monday, June 22nd, the great folks at Element Three hosted their annual Go Inbound Marketing conference at the J.W. Marriott in beautiful downtown Indianapolis. Now, aside from the opportunity to introduce yourself to some of the coolest folks in Indianapolis’ tech community (and beyond), it was just an all around great conference. Every single one of the speakers shared thoughtful advice and insights that both educated and inspired.


It would be a massive understatement to just say that the “keynotes were great.” The brilliant folks who took center stage that day set the tone for each portion of the conference – which allowed for attendees to both react and think! Here’s a recap of this year’s Go Inbound keynote speakers:


Scott Brinker (@chiefmartec)


The first keynote speaker of the day was Scott Brinker, editor of Chiefmartec.om and co-founder and CTO of Ion Interactive, Inc.

As you’re probably very aware, marketing technology can be downright convoluted. There are over 2,000 platforms in the marketing technology landscape today, and software is constantly inserting itself into every aspect of the buyer’s journey. In his keynote, Scott explained to marketers how to better navigate the in’s and out’s of marketing technology through altered workflows that better accommodate throughout all the complexities. To do this, Scott advocated the use of agile marketing (sprint planning) in order to make adjustments more easily through feedback and to reap the benefits of small deliverables. In a nutshell, marketing hasn’t become more complicated. It’s become more COMPLEX.


Johnny Earle of Johnny Cupcakes (@JohnnyCupcakes)

IMG_1302 The 2nd keynote speaker of the day was Johnny Earle, founder of Johnny Cupcakes, a Massachusetts-based t-shirt “bakery” that has since developed a cult-like following over the past 14 years. In his keynote session, Johnny gave a brief overview of his life growing up, his entrepreneurial passions and what eventually inspired him to open his first t-shirt shop back in 2002. Along the way, Johnny provided invaluable nuggets of advice like: provide new, exceptional experiences to people because they’ll thrive off of them and, “Strange is good. Strange is very important.” Overall, the ultimate message was to try new, fun things and take wild risks that would help boost engagement between the customer and the brand. And more importantly, do what you love!


Luke Sullivan (@heywhipple):

IMG_1329The last keynote speaker was the incomparable Luke Sullivan, chair of the advertising department at the Savannah College of Art & Design and author of “Hey Whipple, Squeeze This.” In his session, Luke enlightens everyone about the importance of creativity in advertising. While Luke admits that this isn’t always the equation for a brilliant ad, he explains that “conflict” draws people in because it’s energetic and interesting. It’s just human nature. People like to see problematic drama because it immediately creates a story — and people want to see the END of that story. Good, positive ads often don’t possess a beginning, middle and end; but a solution with no problem to be resolved. An ad stating that bananas are filled with potassium is what it is. There’s no conflict and no problem to be solved; so how then do you keep people hooked? Luke presented his own, granted, horrifying version with a tarantula on top of the bananas. It said “All the potassium. None of the tarantulas.” While this might not entice folks to get bananas (heck, it might deter them), it’s dynamic, interested and people are paying attention. They’re reacting!



Just like the 3 years prior, this year’s Go Inbound Marketing conference didn’t disappoint, and they’ll be so much more next year! At the end of the conference, Tiffany Sauder took to the stage to announce that they had rebranded Go Inbound as And, a Marketing Conference, which will be held on June 13, 2016. The most exciting news, of course, was when Tiffany announced that THE Rand Fishkin (Founder and mastermind behind Moz) will be joining the And 2016 line-up as the year’s first keynote speaker! How exciting is that?



Following the conference, all the attendees made their way to High Velocity for the Go Inbound after-party (sponsored by yours truly). But in order to get their tickets, attendees had to visit one of our FATWIN kiosks or visit our microsite via our text-to-enter option.


If you didn’t get a chance to experience FATWIN at Go Inbound, you still can! Visit perq.com/tryfatwin to experience it for yourself!