The PR 20/20 Blog

Why do visitors come to your website? And what do they want when they get there? The answer to these questions should be the heart of website design.

It’s easy to get caught up in visuals, such as the interactive elements that can make you feel like your website is living in 2118 when everyone else’s is in 2018.

But when it comes down to it, your website needs to make it as easy as possible for visitors to find what they’re looking for. In fact, 76% of survey respondents said the most important aspect of a website’s design is that it makes it easy for them to find what they want.

This post originally appeared on the Cleveland HubSpot User Group (HUG) blog.

Unlike the traditional marketplace, modern corporations cannot survive on brand and historical relevancy alone. In fact, research from Innosight estimates that 75% of today’s corporations on the S&P 500 index will be replaced by 2027.

You must constantly fight complacency to change the status quo. 

This forces marketers to answer a vital question. Should you continue traditional marketing efforts to face inevitable irrelevancy? Or, should you adapt and align your technology, talent and strategy to effectively reach consumers in this shifting marketplace? 

This changing landscape can be intimidating and overwhelming, but the decision to go digital and embrace inbound is clear. 

Learn from organizational change agents who challenged their businesses to think differently and are seeing the return.

At the latest Cleveland HubSpot User Group (HUG) event, PR 20/20 founder and CEO Paul Roetzer (@paulroetzer) led a panel of inbound marketing champions who discussed their role as organizational change agents. Panel members featured include:

• Jorge Solorio (@JorgeLubrizol), the Americas Industrial Business Manager at Lubrizol.
• Chris Schmitt (@ChrisSchmittEsq), the Global Marketing Director at Pentair (formerly ERICO).
• Evan Dean (@InBoundEvan), a Principal Channel Consultant at HubSpot, who works with organizations to activate the HubSpot platform and helps advocates prove the value of inbound marketing. 

Read on to learn four key insights from these business leaders, all of who made a case and won company-wide support for inbound marketing implementation.