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#INBOUND14 
It’s Not About YOU. 
Influence, Relationships and 
Customer-Centric Growth 
Laura “@Pistachio” Fitton 
Evangelist, HubSpot
LAURA 
FITTON 
@pistachio 
Deeply silly. 
Fiercely optimistic. 
Makes things happen 
from scratch.
Image: http://inay.org #INBOUND14
#INBOUND14 
1 Influence 
- Attract and Serve 
- 5 Quick Tips
#INBOUND14 
#INBOUND14 
“Do what 
you love in 
the service 
of those 
who love 
what you 
do.” 
http://www.stevefarber.com/
Influence (was) 
Attract attention to yourself
Influence (is) 
Provide attention & value to others
To grow ANY network… 
Take Good AMAZING 
Care of the Network You 
Already Have 
Photo: http://www.flickr.com/photos/harmishhk/
Be 
Useful.
Listen. 
Learn. 
Care. 
Serve.
Be 
generous. 
35 
• the more you give, the more you get 
• build trust, credibility, & goodwill
#INBOUND14
Our guiding 
goal is 
delighting 
customers.
Influence: 5 Quick Tips 
1 DON’T @Tweet Me, Maybe? 
2 Ask NOT What Influencers Can Do for You… 
3 Don’t touch that RT button! 
4 Credit Where Credit’s Due 
5 Stay Classy
#INBOUND14 
DON’T @Tweet Me, Maybe? 
Are you @Spamming?
#INBOUND14
Ask Not What Influencers Can 
Do For You… 
(Please tell me you know the next line!?) 
#INBOUND14
It's Not About You: Influence, Relationships, and Customer-Centric Growth
Don’t Touch That RT Button! 
There’s a much better way to share 
#INBOUND14
PAY COMPLIMENTS: 
RT right! 
1. copy/paste 
2. cleanup 
3. edit 
4. append 
http://bit.ly/RTright
Is actually extremely good for you 
#INBOUND14 
Credit Where Credit’s Due
for heaven’s sake, when 
you get mentioned, 
@mention the reporter 
who wrote it. 
THANK THE 
@REPORTER
#INBOUND14 
Stay Classy 
Support, don’t stalk
#INBOUND14 
Don’t cross the 
line between 
OUTREACH 
and 
STALKING!
#INBOUND14 
Why @Tweet When You Can @Connect? 
DON’T: 
• @Spam 
• Beg for attention 
• Ask for 
… a followback 
… a RT or share 
… an @mention 
… help 
…“feedback” “check out” 
DO: 
• Find their contact info 
• Earn attention 
• Give value and attention 
Follow 
RT their stuff 
Answer their questions 
Provide help 
Show what’s in it for their audience
The Message is 
the Influencer. 
http://twitpic.com/135xa by @JKrums
Image: http://inay.org #INBOUND14
#INBOUND14 
2 Relationships 
- Nurture and develop 
- Tell your story through the stories of others
build relationships
Any 
to 
Many
6.8 
BILLION.
It's Not About You: Influence, Relationships, and Customer-Centric Growth
Tweet Quote! 
“ Make the customer 
the hero of your 
story. 
Ann Handley 
Chief Content Officer 
MarketingProfs 
Image Credit: Fotographia Guerilla
#INBOUND14 
“The Art 
of Telling 
Someone 
Else’s 
Story” 
http://bit.ly/someonesstory
#INBOUND14
#INBOUND14
#INBOUND14 
http://www.hubspot.com/customers
#INBOUND14
#INBOUND14
Image: http://inay.org #INBOUND14
#INBOUND14 
3 Customer Centric Growth 
- Put the customer in the center of everything. 
- Only Connect.
“Bet you 
can’t eat 
just one!”
“Because you’re worth it.”
(you should…)
(you should…)
(have you…)
“Melts in your mouth…” 
“…not in your hands”
#INBOUND14
#INBOUND14 
“Only Connect.” 
- E.M. Forster
It's Not About You: Influence, Relationships, and Customer-Centric Growth
#INBOUND14
Image: http://inay.org #INBOUND14
#INBOUND14 
Thank you.
Image: http://inay.org #INBOUND14 
Laura Fitton 
@Pistachio 
Pistachio@HubSpot.com

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