{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Game Shape","title":"Trends Heard at UNBOUND","html":"","width":"100%","height":180,"duration":934,"description":"Buyers forget the pitch, they only remember how the booth made them feel.\n\nJosh Rasmussen and Eric Salvo sit down live from HubSpot’s UNBOUND, one of the biggest marketing events of the year. After a morning of street interviews and booth conversations, they share what buyers keep telling them. Plenty of teams tried to build their own AI tools and hit a wall. Now they are deciding whether to buy, with budget season only a few months out.\n\nThey also get into what it takes to stop a stranger in a hall of 13,000 people. Josh shares what his first tool purchase taught him about how buyers decide, and Eric explains why timing matters more than most reps admit. The episode wraps with a clear case for sending your most fun people to every event.\n\nKey takeaways:\nBuild the brand before the need. Pain creates demand, but a buyer with no memory of you won’t call when that pain shows up. A memorable activation today is what puts your name on the shortlist months later.\nTreat executives like regular people. A CRO title on LinkedIn feels intimidating. Face to face, it’s someone with a coffee, a dog, and kids at home, and that same mindset makes the next cold call easier to dial.\nPut BDRs in live conversations. Early career reps get real-time feedback at a booth that a cold call rarely gives them. Stumbles turn into on-the-spot coaching moments, and confidence builds fast.\n\nJump to the conversation:\n(00:00) What sales reps learned at a marketing conference\n(01:06) Why buyers are torn between building and buying AI tools\n(02:29) The AI fluency gap between small and large companies\n(03:38) How budget season shapes the build versus buy decision\n(04:32) What buying a tool taught a seller about closing deals\n(05:15) The three Ts that decide whether you hit quota\n(05:49) How to grab attention on a crowded expo floor\n(07:23) Why buyers remember the experience more than the product\n(08:09) Pain creates demand, but brand has to come first\n(10:19) Throwing early career BDRs into live...","thumbnail_url":"https://img.transistorcdn.com/tM5Qkjm51_SJvRbHfRUCmh67kDjE0dctVwh6WHiHdM0/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9jYTZm/YjU4MmI2NDI5ODg5/OTQ4NmE1YTllMzVj/YmExYi5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}