# Be Careful With the Internet: How B2B Inbound Marketing Exploded w/ Brian Signorelli

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2020-09-01
- Length: 35m
- Episode: 12
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-01-be-careful-with-the-internet-how-b2b-inbound-marketing-exploded-w-brian-signorel
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-19658f3e-8806-443d-9a19-971b9a8ed076

## Summary

Brian Signorelli, Senior Director of Partner Acquisition at HubSpot, discusses the evolution of inbound marketing and his book, Inbound Selling. He explains how the shift of power from sellers to buyers via Google necessitates a content-driven approach where businesses act as guides rather than heroes, a concept he attributes to the StoryBrand framework. Signorelli outlines three future trends for B2B marketing: conducting original primary research, marketing with audiences through co-created content, and leveraging existing customers as promoters to drive growth.

## Chapters

- [0:52](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-01-be-careful-with-the-internet-how-b2b-inbound-marketing-exploded-w-brian-signorel#t=52) Introduction: Brian Signorelli and HubSpot's History
- [7:33](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-01-be-careful-with-the-internet-how-b2b-inbound-marketing-exploded-w-brian-signorel#t=453) The Shift from Outbound to Inbound Marketing
- [16:13](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-01-be-careful-with-the-internet-how-b2b-inbound-marketing-exploded-w-brian-signorel#t=973) Applying StoryBrand: The Customer as Hero
- [19:58](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-01-be-careful-with-the-internet-how-b2b-inbound-marketing-exploded-w-brian-signorel#t=1198) Content Strategy: Answering Prospect Questions
- [23:47](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-01-be-careful-with-the-internet-how-b2b-inbound-marketing-exploded-w-brian-signorel#t=1427) Inbound Selling: Aligning Sales with Marketing
- [27:53](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-01-be-careful-with-the-internet-how-b2b-inbound-marketing-exploded-w-brian-signorel#t=1673) Future Trends: Research, Co-creation, and Advocacy

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

large enterprises

## Mentioned

- HubSpot (company)
- Inbound Selling (product)
- StoryBrand (other)
- Gibson Tech (company)

## Related episodes from other shows

- [Marketing That’s Seen, Heard, and Felt | Sales & Marketing Game Changers Mini-Series | Ep. 1 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-11-marketing-thats-seen-heard-and-felt-sales-marketing-game-changers-mini-series-ep) (Manufacturing Happy Hour)
- [Live From The HIBT Summit: Gary Vaynerchuk](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-08-05-live-from-the-hibt-summit-gary-vaynerchuk) (How I Built This)
- [Using Content to Create a Digital Twin of Your Sales Team with Winbound's Greg Mischio](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-03-09-using-content-to-create-a-digital-twin-of-your-sales-team-with-winbounds-greg-mi) (Manufacturing Happy Hour)
- [175: The Evolution of Industrial Marketing, Live from the 2024 Industrial Marketing Summit](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-03-05-175-the-evolution-of-industrial-marketing-live-from-the-2024-industrial-marketin) (Manufacturing Happy Hour)
- [Building an Industrial Marketing Roadmap with Joe Sullivan](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan) (Manufacturing Happy Hour)

## Citing this page

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