5 Can’t-Miss Sessions at #INBOUND17


It’s that time of year again, Inbounders!

Between September 25 and 28, marketers of all walks will descend on Boston for HubSpot’s annual celebration of “the human, helpful side of business.” This year’s INBOUND keynotes promise to be unbelievable (again), with speakers as wide ranging as former First Lady Michelle Obama and WWE star John Cena.

inbound 2017 wordstream sponsor 

In addition to the inspiration and insight shared by the bevy of engaging speakers, there are more than 300 breakout sessions (including one from our founder, Larry Kim).

While you might already have your week planned, we figured it couldn’t hurt to pull together a short list of paid search and social themed sessions. Oh, and don’t forget to stop by the WordStream booth and say hello between sessions (more on that at the end of the post)!

#1: Data-Driven Remarketing: 3 Funnel Flipping Insights for Targeting Your Personas

Michael Bartholow is slated to deliver the only AdWords-centric session at Inbound, and it’s a must-attend.

inbound 2017 sales funnel tactics 

Getting prospects to click your ads once is hard enough; this makes remarketing part art part science, but 100% necessary if you want to maximize the value of AdWords. Michael will walk you through how to create custom audiences that target your site visitors with key messaging. Strategies for CVR-optimization through remarketing will include Customer Match, Custom Audience Segments and RLSA.

They’re calling this one a high-level session, so have your pen and paper ready.

Data-Driven Remarketing: 3 Funnel Flipping Insights for Targeting Your Personas

#2: How to Win at B2B Facebook Marketing

B2B Facebook marketing looks to be a tough nut to crack. Even if you’re skilled in the ways of audience creation, organic presence, and advertising, it can still take a lot of work to convince clients that Facebook is a viable advertising channel. Michael Hard, owner of Aquaspresso, will present “a step by step approach on how all B2B can start using Facebook effectively to generate leads and sales for their business.”

inbound 2017 breakout session facebook ads 

Whether you’re in-house or work at an agency, this could be a great way to pick up tips on selling your boss or client on a new strategy (note that there will be an encore of this session: there’s no excuse not to check it out).

How to Win at B2B Facebook Marketing

#3: The Top 10 Facebook and Twitter Content Promotion Hacks of 2017

The man needs no introduction.

Larry will present 10 ways you can amplify your reach on Facebook without spending an arm and a leg. With a combination of ingenious audience-creation insights and content promotion tactics, he’ll help your SMB or agency ball on a budget.

inbound 2017 larry kim breakout session 

The best part? Every hack makes use of some feature added to Facebook within the last year. Expect actionable advice and unicorns for days (this one’s got an encore scheduled as well)

The Top 10 Facebook and Twitter Content Promotion Hacks of 2017

#4: What I’ve Learned About Paid Ads from Spending Millions on Facebook

While you might not have millions to spend of Facebook advertising, you can learn a ton from the folks who can. Take advantage of this opportunity to hear from a veteran who has spent more than $50 million on behalf of Inbound’s organizer, HubSpot.

inbound 2017 facebook big spender breakout 

Paid Acquisition manager Rex Gleb will dish on what’s worked (and, more importantly, what hasn’t), arming attendees with enough knowledge to leave his session ready to make the world’s most popular social network sing.

What I’ve Learned About Paid Ads from Spending Millions on Facebook

#5: Get More Leads from Content with Facebook Lead Ads

Facebook’s Louis Moynihan and HubSpot’s Lars Osterberg will be speaking about something near and dear to my heart: Facebook lead ads.

inbound 2017 facebook lead ads breakout 

While it seems the primary focus of this breakout session will be to highlight HubSpot’s new-ish Facebook integration, it won’t hurt to hear about lead ads straight from the horse’s mouth. If you’re struggling to increase lead quality and improve ROI with Facebook ads, this session is for you.

Get More Leads from Content with Facebook Lead Ads

Where to Find WordStream at Inbound

If you’re looking to improves your AdWords account, get started with Facebook ads, or simply say hello, just look for the WordStream logo near the center lounge.

A small army of WordStreamers wearing great shirts will be at booth S22 ready and waiting to share insights talk PPC.

wordstream booth s22 inbound 2017 

And if you’re looking for something to do in the Seaport after your first full day at Inbound…

Tuesday Happy Hour at Papagayo

Love networking with fellow marketers and sipping margaritas? Let us buy you a drink.

wordstream event inbound 2017 papagayo 

WordStream, G2Crowd, & SnapApp are sponsoring a FIESTA for attendees on Tuesday, 9/26 at 6:30 PM. 

Papagayo is just a short walk from the Boston Convention and Exhibition Center (the address is 282 Summer Street). If you plan to attend, please register here!

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Book in a Box Passes $11.3m in Revenue, 500+ Authors


In Episode #790, Nathan interviews JT McCormick. He’s an American businessman, author and speaker. Most recently, he served as President of Technology company HeadSpring before his current role as president & CEO at Book in a Box.

Famous Five:

  • Favorite Book? – Cyrus the Great
  • What CEO do you follow? – Jeff Bezos
  • Favorite online tool? — Slack
  • How many hours of sleep do you get?— 4.5
  • If you could let your 20-year old self, know one thing, what would it be? – It’s not about the high school diploma. It’s about the work ethic and the sacrifice you’re willing to put in to achieve greatness

Time Stamped Show Notes:

  • 01:47 – Nathan introduces JT to the show
  • 02:08 – It is possible to buy a bestseller from Book in a Box
    • 02:23 – The cost will depend on many factors
  • 02:40 – One of Nathan’s friends spent almost $250K on Book in a Box because he wanted to put out a book and increase his speaking fee
    • 03:15 – There are many people who paid more than $250K to get a book out
  • 03:21 – Nathan read his friend’s book and thought it was trash, but his friend’s speaking fee increased
    • 03:33 – It’s still a positive ROI
  • 04:02 – Book in a Box specializes in ensuring the books are filled with valuable and meaningful content
  • 05:11 – Book in a Box has made it possible for authors to publish their book
  • 05:27 – JT just met a professional speaker who has been in the business for 22 years, but never had a book
    • 05:34 – He never got the time to write a book
    • 05:41 – Book in a Box will just interview him and write the book for him
    • 05:52 – “Your book written in your tone, your voice”
  • 06:09 – Nathan shares how Book in a Box makes you spill the beans
  • 06:41 – Cost is $25K which is $5K a month for five months
  • 06:58 – The quality of the books are the same as the ones from Barnes and Noble
  • 07:13 – Nathan got a deal from Portfolio Random House
  • 07:37 – Book in a Box provides proposals and manuscripts for their clients to bring to publishing houses
  • 08:00 – Book in a Box has worked with a total of 500 authors
  • 08:31 – Book in a Box launched in 2015
  • 09:00 – Book in a Box is one of the unicorn companies in the startup world
  • 09:13 – “We, as Book in a Box, have no debt, no private equity, no VC money and we are extremely profitable”
  • 09:27 – Book in a Box has changed pricing a couple of times
    • 09:38 – When JT met Tucker and Zach, the co-founders, he was actually looking for someone to write his book
    • 10:14 – Tucker offered JT three pricing models, $10K, $18K and $30K and JT chose the latter because he wanted a high-quality book
    • 10:51 – JT explained how the pricing turned out to be just one pricing model which is $25K
  • 11:33 – Total revenue since 2015 is $11.3M
  • 12:07 – Book in a Box currently averages 25-30 books a month which has continuously grown to 50-75 a month
  • 12:29 – Team size is 30 full-timers with over 100 freelancers
  • 13:13 – “We’re a relationship company”
  • 14:17 – Book in a Box treats their freelancers with respect and pays them on time
  • 15:05 – Book in a Box helps with marketing and book sales
    • 15:14 – Customers go to Book in a Box for one of three reasons; credibility, thought leadership or lead generation
    • 15:48 – Book in a Box created Thought Leader Media
      • 16:01 – Pricing starts at $15K to up to $75K yearly
      • 16:17 – The pricing varies depending on the author needs
      • 16:51 – Thought Leader Media just rolled out in Q1
      • 16:58 – 35 out of 250 published books are in Thought Leader Media
    • 17:10 – Total book sales from Book in a Box authors
    • 18:50 – The Famous Five

3 Key Points:

  1. Those who want to have a book written, but can’t manage to start can simply utilize companies such as Book in a Box.
  2. Pricing is crucial in every business—it’s either you make it big or lose everything.
  3. Respect and an excellent work ethic are keys to success.

Resources Mentioned:

  • Simplero – The easiest way to launch your own membership course like the big influencers do but at 1/10th the cost.
  • The Top Inbox – The site Nathan uses to schedule emails to be sent later, set reminders in inbox, track opens, and follow-up with email sequences
  • GetLatka – Database of all B2B SaaS companies who have been on my show including their revenue, CAC, churn, ARPU and more
  • Klipfolio – Track your business performance across all departments for FREE
  • Hotjar – Nathan uses Hotjar to track what you’re doing on this site. He gets a video of each user visit like where they clicked and scrolled to make the site a better experience
  • Acuity Scheduling – Nathan uses Acuity to schedule his podcast interviews and appointments
  • Host Gator– The site Nathan uses to buy his domain names and hosting for the cheapest price possible
  • Audible– Nathan uses Audible when he’s driving from Austin to San Antonio (1.5-hour drive) to listen to audio books
  • Show Notes provided by Mallard Creatives

The post Book in a Box Passes $11.3m in Revenue, 500+ Authors appeared first on Nathan Latka.

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