I went to quite a few conferences this year and listened to a lot of speakers talk about the future. But one of the most interesting sessions I caught was how HubSpot is actually working to “future-proof” its marketing.
So what does “future-proofing” your marketing even mean?
In the session “Adventures in Emerging Channels: What we learned from a year with Medium, Podcasting, and Live Streaming” at Inbound 2017, Meghan Keaney Anderson, HubSpot’s VP of marketing, explained that HubSpot dedicated resources to looking a what changes in the environment could derail its very successful marketing engine. (These notes and slides come from that presentation.)