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    [Work] Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 2]
    It’s a new way of working, a pivot to higher revenue. As Account-Based Marketing continues to rise in popularity among B2B companies, I decided to pick the brains of fellow industry experts and get their input on the matter. This is the question I posed: According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months.
  • HUBSPOT  |  TUESDAY, APRIL 14, 2015
    [Work] 11 Ways to Make Your Content Appealing to International Audiences
    If you really need one with words in it, alert the translator of what other types of images might work instead, so they can select another. Translators can be great advocates for their own work, especially if they have a bio or online resume that points others to examples of their work. For most of you, customers can come to you from any country in the world.
    [Work] 5 Fascinating Facebook Stats & What They Mean for B2B Marketers
    While that’s less then half, it’s promising to see and I’d venture to say that number will grow as marketers better understand how to make the platform work for their business. Every two weeks here at KoMarketing, we have a team training where we sit down as a group and discuss a specific area of online marketing. During our last training, we discussed Facebook and what recent updates and statistics mean for our clients, and B2B marketers in general.
    [Work] Consumer Brand Manufacturing Spotlight: Mobile Christmas Failure
    This IBM report serves as a sobering reminder that for all the progress marketers have made in mobile, we have much work left to do. M-commerce fared poorly on Christmas Day last month, at least according to IBM data. How bad? E-commerce sites had 288% higher conversion rates on desktop than on smartphones.
    [Work] Hey, Marketers: Shove This in Your Salesperson’s Face!
    He previously worked for the Nielsen Company, where he served as Senior VP of Digital Solutions, working with clients ranging from large-cap Fortune 100 companies to start-ups seeking funding. The key to steady deal flow. Most enterprise salespeople don’t realize that their marketing team is the key to steady deal flow, or that marketing can help them consistently deliver on the sales plan. I speak from experience.
    [Work] 3 Steps To Make Blogging A Top Priority
    Because customers want it, because it’s cheaper than other marketing tactics and because it works. Are blogs an important part of your marketing mix? More and more research is showing that if you’re not blogging, you just don’t get it. And I’m not talking about a little bit. I mean you are seriously missing the boat.
    [Work] 5 Vital Strategies for a Successful Marketing Automation Implementation
    Work with your implementation consultant to identify the technical skills and operational requirements needed to implement your new systems and processes successfully. Author: Veronica Holmes One of the biggest questions facing companies that are just starting out on their marketing automation journey is how to effectively prepare their business and teams for the changes ahead. While all marketers have the ability to use these tools effectively over time, every project has a beginning.
    [Work] A Year in Review: Why 2014 Was HubSpot's Best Year (So Far)
    Our team worked diligently to solve for the customer, successfully launching a CRM , Sidekick Sales Acceleration, and updates to our marketing platform driven entirely by customer feedback. The proudest moment of my entire career, at HubSpot and beyond, was in September 2014. Surrounded by over 10,000 people at our INBOUND conference, the impact that inbound has had on marketing, sales, and business was undeniable.
    [Work] The Power of Human Content: Virgin America’s New Safety Video
    So the next time you begin working on a piece of content – an email marketing message, a direct mail flyer, a social media update, a blog post, a video, or anything else – consider adding a human touch. Author: DJ Waldow If you are a seasoned traveler, there isn’t much more boring and mundane – and critically important – than the safety announcements at the beginning of any flight. Most of us “veteran travelers” have them memorized.
  • BIZNOLOGY  |  MONDAY, MAY 21, 2012
    [Work] Should I stay away from highly competitive keywords?
    You can always stop if it doesn’t work. Image via CrunchBase. If you’ve used Google’s Keyword Tool, you’ve probably seen the column called “Competitiveness”–low, medium, and high. The low. medium, and high are based on the competitiveness of a keyword among paid search advertisers. The more advertisers are bidding on a keyword, the higher the competitiveness.
    [Work] The Bottom Line: How Visible Experts Impact Their Firms
    However, the firms where these experts work also get a boost in visibility simply by association. This ability to command premium rates increases exponentially as the level of the expert also increases, with buyers willing to pay over 13 times more to work with a Level 5 Visible Expert. Visible Experts have the ability to help shape the firms they work for by generating additional leads and raising their firms’ visibility alongside their own.
  • PUREB2B  |  TUESDAY, JULY 12, 2016
    [Work] 15 Effective Ways to Reduce Cost Per Acquisition
    Retargeting works by adding a piece of code called retargeting tag on your website. If you’re working with a new brand or just starting to build your online presence, you might need to review your reports much more regularly compared to those who have already established a formidable online presence. Adjust the keywords you’re using based on the results, and drop keyword bids that are simply not working but rather eating up your marketing expenses.
    [Work] 8 Things Your Website Needs to Increase Traffic and Sales
    The solution: Add a scheduling button from Appointlet , an application that works with Google Calendar, to allow customers to book appointments and pay for services on your website at any time. If you’ve been scratching your head trying to understand why your website isn’t getting much traffic , keeping visitors’ attention or converting visits to actual sales, we’ve got some tips to help solve this issue.
    [Work] 7 ways to keep your subject matter experts feeding the Content Machine
    Writing content is an additional work task people are taking on, so make it a bit official by giving them additional/fun job titles like “Engineer-in-Chief” or “Geek Editor” and provide profiles on the website so audiences know a bit about the people behind the articles. Hugo has worked in numerous areas over the past years ranging from corporate governance to international development.
    [Work] Five Things to Consider Before Undergoing a Website Redesign
    These kinds of metrics can show you quantitatively that your website just isn’t working for you anymore. Chances are, you probably put a lot of time and effort into launching your website. At some point, after you’ve been up and running for a while, you’ll contemplate whether you’re in need of a redesign. To help make this decision, we’ve put together five questions to ask yourself. Your answers will help you evaluate if an update to your website is necessary.
    [Work] B2B Ads From the Past
    I always find it interesting to take a look at the work done by our predecessors in B2B marketing. Simply click on one of the categories in the Vintage Ad Browser, or type something into the search window and you will get to see some of the advertising work done by those B2B marketers that came before us in what then was called “industrial advertising.&#.
    [Work] 4 Lead Nurturing Campaigns to Run After the Sales Cycle
    I’m a classic example: 3 months ago I had a baby and wasn’t able to do much of anything else besides work and change diapers for 2 months! by Dan Pecoraro | Tweet this We often talk about lead nurturing campaigns as if they are monolithic. But with a little investigation we find that they’re not all alike. Some you might not have occurred to you. Others are for when the deal doesn’t quite make it.
    [Work] Content Marketing Personalization: Build Relationships At Scale
    He asked what line of work I was in. I know you’re wondering “what the heck is content marketing personalization?” ” I promise I will get to that. But first, I want to tell you a brief story I am pretty certain you can relate to. I went to the doctor a few weeks back. I told him I was in marketing. He said, “that’s like sales, right?” ” I told him “no.” ” That’s not what I do.
    [Work] Content marketing makes marketers the new publishers–and vice versa
    These are all consumer examples, which everyone can understand, but B2B companies often have even more to work with here. To me, if publishers don’t change their model to solve marketers’ current problems, marketers will begin hiring away the people that work for publishers, rather than sending their money to the publishers themselves. Photo credit: ShashiBellamkonda.
    [Work] HubSpot Jumps into the CRM Marketplace
    HubSpot hopes this will encourage adoption of CRM by sales reps who have rejected it because it took too much work for too little value. Hell probably didn’t freeze over today but there might have been a light frost: after years of rejecting the option, HubSpot today announced it will offer a CRM system. The news was the climax of the founders’ keynote at the company’s annual Inbound Conference, which has yet again doubled to reach 10,000 attendees.
    [Work] 7 Ways to Write Headlines that Get Clicks [+ examples]
    We all have problems: relationship problems, money problems, pet problems, family problems, work problems. We all know it’s true: headlines are the most important part of our blog posts and articles. David Ogilvy said it himself that “on the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”.
    [Work] Marketing Automation: What it is and How to Know if Your Firm Needs it
    Throughout this entire scenario, marketing automation is working behind the scenes to: Manage lead generation. Download our Email Marketing Guide for helpful hints when working on your email marketing efforts. What is marketing automation, and what can it do for your firm? Imagine this scenario: While on your firm’s website, a prospect is intrigued by the topic of a guide you offer and fills out a form to download it.
  • HUBSPOT  |  MONDAY, OCTOBER 29, 2012
    [Work] Internet Outage Crash Your Website? The Marketer's Response Plan
    Put a little effort in and work with your design team to come up with something great that represents your brand, and gets the message across. This allows you to identify those that aren't working, and focus your energy where it will make an impact. In the end, as a marketer, you probably aren't working on bringing your website or the internet back online. Internet down? Don't get caught with your pants down, too.
  • HUBSPOT  |  FRIDAY, AUGUST 5, 2011
    [Work] 5 Must-Test Internet Marketing Tactics and Metrics
    Does one tone or message work better than another? Do numbers in your headlines work well? Do certain offers work better for particular blog topics? A middle-of-the-funnel offer like a free trial or consultation might not work well on your blog, but it might work wonders on a product page! Download this free ebook for step-by-step instructions on how to make internet marketing work for your business.
  • FATHOM  |  MONDAY, FEBRUARY 22, 2016
    [Work] Insights from Google’s BrandHealth Conference: What Mountain View Says About the State of the Healthcare Industry
    If your website isn’t speaking the same language as your patients (read: they can understand it), you’ve got some work to do. Your new patients are quite possibly working harder to find you than you’re working to find them. Several of us on the Fathom Healthcare team recently had the opportunity to attend Google’s first BrandHealth conference in Chicago.
    [Work] 3 Lessons From My First 100 Days of Marketing Automation
    The idea is quite simple–the first 100 days of a President’s term in office is a critical period in which the most important work should theoretically happen. Have you ever felt like you were working for a different business than people sitting just yards away? The third and possibly most eye-opening aspect of working with marketing automation is the value it brings to customer engagement and management.
    [Work] 6 Essential Components of Top Notch Nonprofit Blogs
    Here was how charity: water told Rachel''s story -- and made donors feel connected with the nonprofit: If you don''t have the ability to use video to tell all of your stories, a touching and heartfelt post illustrated with photos works just as well. Nothing But Nets explained how it works in a recent blog post: Or, you can show the overall impact of your organization’s fundraisers.
    [Work] Lower the Cost and Boost the Productivity of B2B Sales
    I get a chance to work with many B2B sales executives, and from a marketer’s standpoint, I believe four major problems contribute to a high cost/low performing sales organization: Poor alignment between the marketing and sales functions. Last month, David Brock, president of Partners in Excellence, published an excellent article titled A Frightening Look At the Cost Of a Sales Person.
    [Work] 3 Ways Inbound Marketing Is Hurting Your Business (#3 Is the Most Surprising)
    It’s a massive opportunity for anyone willing to put in the work to ensure prompt response to leads, however they come in. Inbound marketing is all the rage. Marketers are falling all over themselves to jump on the bandwagon, convinced that inbound is the path to more leads, less cost, and better business results across the board. But there are problems with inbound marketing. It’s a strategy that can be tremendously successful, but only if done correctly.
    [Work] Start 2017 with the world’s most famous chief marketing technologist
    The strategy to make that real will include all the ingredients of a data-driven marketing organization that works in partnership with product, content, and business teams. Now that you’ve worked with a variety of different companies, including board positions with more traditional firms, are there common patterns around the technological evolution of marketing that you’ve discerned? Happy New Year, dear readers!
    [Work] Elements of a Successful Brand 2: The Tagline
    Examples: “Imagination at work.” All we do is Work" (Jackson Lewis, an employment and labor law firm). A brand is a complex organism. This is part two in a series of articles in which we examine a successful brand's component parts. Companies put an awful lot of pressure on their taglines. Many businesses endow them with colossal significance. And advertisers expect them to seal every deal like a kiss. Yet many company taglines fall flat and fail to engage us.
    [Work] On the Road Again! 4 Reasons Why Roadshows Are Your New Best Friend
    Attendees must leave work early in order to attend these events, which are commonly held on weekday evenings, so make your event worth their while! Instead, start small and work your way up—first start in your own region, then expand across the country, then go international. Author: Rachel Yarnold Roadshows. What are they and why are they so important? Roadshows, in a nutshell, are the ultimate field event: just think of them as field events on steroids.
    [Work] How Social Media Turned a Brand Into a Revolution
    I worked in marketing,&# he said. As protesters in Cairo’s Tahrir Square faced off against government forces, they were prepared with this Facebook lesson from supporters in Tunisia: “Advice to the youth of Egypt: Put vinegar or onion under your scarf for tear gas.”.
    [Work] New Guide Delivers 5 Keys to Hiring a Digital Marketing Agency
    By knowing the key areas to evaluate prospective agencies, the company can find an agency that will work with them as a team member and maximize the return-on-investment of their marketing spend. Leading B2B Marketing Agency KEO Marketing Releases Marketer’s Guide for Hiring a Highly-Effective Digital Marketing Agency.
    [Work] Social media, our voice, and the power to destroy
    These were like the conditions I have heard about from missionary doctors working in a Third World country. The ability for all of us to publish on the social web — to have a voice — is among the most profound sociological, economic, and political developments of our lifetime. It gives us the power to elevate a little boy from Canada to an international singing superstar or to unite a group of people to tear down a dictatorship.
    [Work] My Big, Mean B2B Social Conversion Machine
    Those batch and blast, spray and pray techniques won’t work for my mean machine. Not only for possible partners and joint ventures, but to allow collaboration, team work and co-operation. On my blog we have discussed various angles related to B2B social media—everything from how to simplify social ROI to the top social media skills for marketing executives to building a sustainable social strategy , and so much more.
    [Work] How To Analyze and Grow Website Visits
    Which sources of traffic should you work to increase? Editor’s note: a version of this post originally appeared on If your responsibilities including managing and optimizing website results for a small to midsized organization, chances are you’re using Google Analytics to track website traffic. Google Analytics is used on more than half of all websites.
    [Work] Integrating Awareness and Demand Generation Marketing
    I explained how this model doesn’t work especially well in digital, where the target audience is more skeptical and proactive than in traditional media. Photo credit: Wikipedia. Last month, I explained how I help executives descend a common learning curve, to get them to buy into outside-in marketing. Most executives from traditional marketing backgrounds build branding campaigns and drive eyeballs to them through advertising.
    [Work] Social Business Success Starts at the Top
    In other words, for some companies, Twitter may be for the birds but an industry-specific social network may work wonders. Twitter is not just for kids. Smart business tweeters know that the social network is a great tool in promotion, brand recognition and customer interaction. The same goes for other social media sites – ( Facebook , LinkedIn , Google+ ) the number of them growing by the day. Image: ). Someone should send the boss a memo.
  • SNAPAPP  |  MONDAY, MARCH 21, 2016
    [Work] 5 Minutes With SnapApp’s New SVP of Marketing
    While there I worked closely with the sales and product teams to reposition the product, restructure the go-to-market strategy, and rebrand the company. Though there are thousands of things to do, the question is how do we figure out which will work for us today and which will work for us tomorrow? I’m thrilled to work with this team and help take SnapApp through the next phase of its rapid growth. The team here at SnapApp has some very exciting news to share!
    [Work] At MongoDB, Scalability is Key to Smart Pipeline Growth
    The improvements worked: The company saw a 330 percent increase in leads across just two quarters. Young companies face key obstacles in growing the sales pipeline at the speed they need to succeed — like scaling campaigns far beyond what’s possible with a small staff, and quickly responding to marketplace trends. Mat Rider, global director of digital and social media at open-source database company MongoDB , faced this scenario when trying to revamp its SEO and SEM programs.
    [Work] I ? Sprout Social
    It lets me know if I’m not working hard enough! A big part of my work is following (stalking!) If you need a sanity check - on those days when you feel like you’re tweeting to no one, and need some reassurance that your social media marketing strategy is working - Sprout Social is for you. Sprout Social, the social media workflow software, asked me to publish an ‘honest review’ of their product. Here’s what I think, no holds barred!
  • ACT-ON  |  FRIDAY, JUNE 17, 2016
    [Work] Protect Yourself & Your Clients from Identity & Data Theft
    Marketers today work hard to gather detailed information on their customers, so we can find the right people inside the right accounts and target their interests with personalized content. How do data breaches work? Pssst … want to buy 25 million email addresses and passwords? How about some highly confidential financial data on your biggest competitor?
    [Work] The Yelpification of B2B Enterprise Tech: Why All Reviews Are Good Reviews
    However, yelpified sites often allow for networking and have systems of transparency that let users make connections around the products they are interested in, as well as gain a greater understanding of how the product works in similar situations. Yelpification simplifies due diligence, assisting traditional IT buyers in quickly understanding how the solution works, as well as helping less typical buyers correctly find the best solutions for their company.
    [Work] How the Most Successful People Prioritize
    If you''re tempted to work on everything because it feels less risky, just realize that you will remain unremarkable because you have not given yourself the opportunity to really excel on something that has a big impact on the business.". I''ve been a "yes"-sayer most of my life. I''m a bit of an impulse shopper, always down for an adventure, open to meeting new people or switching plans at a moment''s notice.
  • HUBSPOT  |  FRIDAY, JULY 31, 2015
    [Work] 6 Simple Ways to Tap Into the Power of Influencer Marketing
    Working your way through their social profiles will help you gain a better understanding of their interests and sharing habits. To increase the likelihood that an influencer will agree to contribute to your blog, it's a good idea to focus on limiting the amount of work they actually have to do. Did you know that just 3% of people generate 90% of the impact online ?
    [Work] 6 Easy Ways to Perfect Your Landing Pages
    Check out the many resources available to you, and try some of these tips to see if they work for your company! Author: Stacey Thornberry Landing pages may feel as second nature to a marketer as it is for Steph Curry to make a 3-point basket. But, just like Steph, sometimes you can miss the mark. So, it’s important for all of us to brush up on the latest best practices to help us continually improve our skills.
    [Work] The Break Up: It’s Not You…It’s Your Website.
    Being a part of emagine’s Business Development team, I don’t get to actually work on our client’s websites; we like to leave that to our WordPress developers and awesome designers. [This post was written by a member of our Business Development Team, Claudia Peart]. Yet, what I do get to do is view a wide variety of B2B websites as I try to connect with potential prospects. What I find from most of these enterprise-level websites is a blatant lack of passion and care for their website.
  • HUBSPOT  |  FRIDAY, APRIL 11, 2014
    [Work] Why Search Volume Doesn't Matter as Much as You Think
    Whether you''re working on a large marketing campaign or simply writing a blog post, you always need to have your buyer persona in mind. Search volume calculates the numbers of times a keyword is searched for in a particular search engine. Previously, it was the marketer''s go-to metric to figure out what keywords would be the best to optimize around. However, as we (and search engines) have become smarter about how we optimize for SEO, that has all started to change.
    [Work] Your Instagram Feed Now on the Web, and Other Marketing Stories of the Week
    How do they work, live, and play? Taking these steps will help you see much more clearly so you can determine what works, what doesn’t, and what to improve for the future. That sounds like some seriously lovable, context-based marketing, hard at work. Kenneth Noland said, “For me context is the key -- from that comes the understanding of everything.”.
    [Work] Interesting Infographics: How C-Suite Leaders Spend Every Minute of the Day
    Over 50% of leaders spend more time working with people and teams, generally between 1:50 – 3:35 pm. If you are a C-Suite level executive or your clients are executives, I think you will find this infographic both useful and interesting.
    [Work] 6 Steps to Implementing an Effective Lead Management Process
    What’s the size of the company they work for? Last but not least, continue evaluating throughout the process to identify what works (and what doesn't work) for your business and your lead management process. It will take some time for your business to work out the kinks, but ultimately, you'll end up with a seamless lead management process that generates better business results. This is a guest post written by Pam Sahota.
    [Work] 10 Science-Backed Tips for Rocking Your Next Public Speaking Opp
    Now, I'm willing to bet that this statistic is troubling for those who work in an industry where delivering presentations comes with the territory. This type of repeated exposure will help you become more comfortable in front of a crowd, and give you a chance to work out and revise any kinks before the big day. “I read a thing that actually says that speaking in front of a crowd is considered the number one fear of the average person. I found that amazing. Number two was death.
    [Work] 10 Commandments of Social Media For B2B
    The goal is to work to master each network one at a time to keep things manageable. As marketing managers, adding a new social media network to your strategy or just trying to juggle the day-to-day can easily get us bogged down in the details instead of looking at the bigger picture. Whether you are getting started with a social media plan or have been at it for years, there are some inalienable truths or “commandments” to live by to keep your content honest and your audience happy.
    [Work] Mad Libs for Content Marketers
    Once you have your _ [ADJECTIVE] audience in mind, you can get to work on your messaging. A super silly way to have fun with content marketing! We all remember the word game from when we were kids: Mad Libs. Whether it was back-seat entertainment during that never-ending road trip to Grandma’s or good, clean fun for the whole family seated around the kitchen table, Mad Libs has been teaching children the basics of grammar, sentence structure, parts of speech, and vocabulary for decades.
    [Work] 5 Lessons Content Marketers Can Take Away from the 2014 World Cup
    Relevance to content marketers: Much like ravenous supporters of World Cup teams, content marketers need to believe in, and be proud of their work. As the 2014 World Cup is officially underway, the attention of the sports world (and even those outside the sports world) has turned to Brazil, where 32 of the top teams in the world will be competing to take home the famed gold trophy.
    [Work] How to succeed in the ego-ravaged drama queen world of social media
    I realize that the emotion of rejection is grinding, hard stuff to work through. So let’s get this out on the table. Trying to make a name for yourself in this social media world can hurt. The angst of wanting to be heard felt familiar again last week when I posted the list of 70 Rising Social Media Stars. It was a strong post, a nice way to shine a light on a few worthy people.
    [Work] Interactive Video: SnapApp Announces the Next Best Thing in Interactivity
    How Does Interactive Video Work? Peanut butter and jelly. Romeo and Juliet. Dogs and cheetahs. Some things are just meant to be together. Interactive content and video are two of those things – awesome separately, but even better combined. That’s why we’re excited to announce we’ve teamed up with Brightcove to offer in-video interactive content at the click of a mouse.
  • KAPOST  |  TUESDAY, MAY 24, 2016
    [Work] How to Improve Your Lead Nurturing Program
    When it comes to lead nurturing, you’ll want to take an approach that works for your unique audience. Over time, many marketers will see a dip in their lead nurturing programs. It’s normal: prospective buyers may find other options for products or services. And at some point, your less-engaged audiences may simply churn out of your funnel. The first step to improving your lead nurturing program is to understand that this natural cleansing process is healthy for your business.
    [Work] A Free, Customizable Template to Help You Prove Marketing ROI [+ SlideShare]
    With last month''s activities all done, we need to pause for a second to examine what worked and what didn''t. It''s a brand new month, everyone! It''s a time for new beginnings. New campaigns, new landing pages, new blog posts, new emails, and new social media posts are all on the horizon. But wait. aren''t we forgetting something? And you can''t do that just by saying last month''s activities were "great". great" doesn''t pay the bills.
    [Work] The Cost of Delaying Marketing Automation
    And if you pick the right system, you can do more sophisticated work and get even more from the system as your staff grows in size and skill. “We by Jon Miller You’re not a marketer if things aren’t hectic and your organization isn’t busy. In fact, it’s likely that you’ll encounter some resistance when you’re making a business case for marketing automation , whether stakeholders push back directly or simply get distracted. But don’t let the delay go on too long.
  • HUBSPOT  |  TUESDAY, APRIL 26, 2016
    [Work] How to Do Market Research: A Step-by-Step Guide to Understanding Your Buyer's Journey
    Otherwise, you can work with your sales team to get a list of appropriate accounts from them. Describe to me how your work team is structured. A table works well so you can break groups down by persona and customer/prospect. By now, you probably know that today's buyers hold all of the power when making a purchasing decision. You're also probably aware that they're doing some of their research online.
    [Work] 3 Reasons You Should Use Website Visitor Tracking
    Web analytics provides the solid understanding of how your site is working … or not. It just takes a little bit of investigative work using visitor-tracking filters and integration with a tool such as The capabilities inherent in website visitor tracking all work together to get you the payoff. More than likely, your website plays a sizable role in your overall business success.
  • HUBSPOT  |  FRIDAY, JANUARY 17, 2014
    [Work] How to Be a Writing God
    Beth Dunn works on the User Experience (UX) team at HubSpot, specializing in writing in-app copy and customer communications. A version of this post originally appeared in the Opinion section of Inbound Hub. To read more content like this, subscribe to the Opinion section. Today, the woman behind the plethora of funny little quips and helpful bits of microcopy found in the HubSpot software shows us why writing often is the single best thing you can do to become a better writer.
  • SNAPAPP  |  MONDAY, MARCH 14, 2016
    [Work] Marketers Have Spoken! Did Your Favorite TV Show Make The Cut?
    You work hard to get your company’s name out there and get leads to fill your funnel. Over the last couple of weeks, we’ve been asking marketers an important question. No, it’s not any many qualified leads you want for sales. Nor was the question about your greatest marketing challenge (though we do want to know that too!). No, the question was much simpler than that: What’s your favorite TV show to binge watch? Marketers are leaders.
    [Work] OhioHealth Paid Search Webinar: the Top 6 Takeaways
    Even then, you’ll have to work to determine who has final ownership and push that person, or group or persons, for approval in a timely manner, even when they have pressing organizational situations on hand. Accordingly, the quickest and most effective way to heal the aforementioned issues in healthcare marketing is by educating your various stakeholders of the importance of your work as well as how your work is done.
  • ACT-ON  |  MONDAY, OCTOBER 31, 2016
    [Work] Successful Sales and Marketing Alignment, Part 2: Understand the Buyer
    Identifying the correct target buyer means both your sales and your marketing teams agree on the buyer persona(s), and then work together to design their programs and processes to attract this buyer. Once the target buyer and the buyer’s journey have been defined, it’s time to put that knowledge to work and design the kind of sales and marketing process that will attract these types of buyers.
    [Work] SEO Isn’t Dead: 10 Ways to Use It for Business
    That just doesn’t work. While it may come as a surprise to some people, SEO is still alive and kicking. magazine published click-bait piece recently with the title “ SEO is Dead. ” It promoted a “new” concept they refer to as online audience optimization (OAO). But here’s the thing. OAO isn’t anything new. In fact, it’s what smart SEOs have been doing for a really long time.
    [Work] What Sales & Marketing Can Learn From "Tommy Boy"
    Scott closed his talk with five recommendations/takeaways: Sales & Marketing need to work together and agree on ICP = Ideal Customer Profile. Those who are familiar with me and my journalistic background on sites such as Forbes know full well that I am a major proponent of infusing pop culture into pretty much everything. I have found that it helps readers make a connection between a given marketing-related topic and something completely unrelated and otherwise trivial.
  • HUBSPOT  |  FRIDAY, MAY 9, 2014
    [Work] The 6 Hallmarks of a High-Functioning "SMarketing" Relationship
    A world in which Marketing and Sales work so closely together that they never miss a beat. More often than not, we’re guessing the conversation between these two sounds a lot like this: Marketing team: “You aren’t working my leads hard enough!” Talk about what’s been working and what hasn’t. A successful Smarketing team not only understands their buyer personas, but they work together to develop them.
  • SNAPAPP  |  THURSDAY, JUNE 11, 2015
    [Work] Collect Rich Prospect Data With Interactive Video
    But modern marketers also have a lot on our plates, and before we try something new we need to know it will work. Want to see how this could work for your marketing? If you’re like most B2B marketers, you’re already using - or at least thinking about using - video in your marketing. And video can be an incredibly powerful medium for B2B. It brings our products to life, adds personality to what might be a somewhat dry topic or industry, and keeps our audience engaged.
    [Work] Why Reacting is Better Than Acting if You're a CMO
    The operative word in Akeroyd's statement is "dynamically" for as he also says in the AdWeek piece " when we capture the right data, and act on it in near real-time, it (marketing) works." George Bernard Shaw once said " The possibilities are numerous once we decide to act and not react." " He was speaking of course, in the context of life and in that context he is 100% right. It is indeed better if we act instead of reacting - for the most part.
    [Work] Are You Crushing Your Customers with Content?
    by Heather Foeh | Tweet this If you’re like me, you’re lucky to work in a company full of proactive people. But now you can work collaboratively, ensuring your customers are getting what they need, rather than what you think they need. It’s a good feeling. But proactive businesses especially need to make sure their teams are in synch. That’s because proactive companies are constantly developing customer content that addresses customer challenges.
    [Work] The Best Content Marketing of February: 7 Brands That Mean Business
    Most days, I sit at my desk writing and editing articles, working on Contently’s marketing collateral, and trying not to let our company Slack take over my life. These partnerships work because the brands wind up with much-needed artistic credibility, and the directors get paid a lot to play around. But every so often, I get to go to sales meetings to talk about the nuances of content marketing.
  • HUBSPOT  |  TUESDAY, APRIL 8, 2014
    [Work] Content ROI Is a Myth
    Understanding the return on tactics like PPC, SEO, and online advertising can be a lot easier; you can roughly work out your return for each dollar, euro, or pound spent. Working this out for content, however, isn''t so straightforward. As a profession, marketing has evolved a lot over the past 5 years. Previously, when asked to justify our marketing budgets, we used to squirm in our chairs and mutter something about “brand awareness.”
    [Work] 29 Charts & Stats on What Matters Most to Marketers Right Now
    2) 93% of inbound marketers work at companies with an annual marketing budget between $1M and $5M. The best marketers I know are curious. They''re curious about the latest social media update. They''re curious about finding solutions to the biggest problems their customers face. And they''re curious about how they''re performing -- especially in comparison to their peers. If you consider yourself a curious marketer, we''ve got a treat for you.
    [Work] 5 Ways to Maximize Google Webmaster Tools for Better SEO
    Check to make sure your images are still working, all the links are correct and even try adding a call to action into the post if you don’t have one already, to help drive sales or sign ups. . Google Webmaster Tools is a powerful resource for website owners, webmasters and SEOs alike. Once you’ve set up Google Webmaster Tools , you might be wondering what to do next. If you need basic tips, check out our Beginner’s Guide to Google Webmaster Tools.
    [Work] Facebook Fans Are Hiding Your Posts, and Other Marketing Stories of the Week
    So instead of scrambling to read through hundreds of RSS feeds before work on Tuesday, take a look at this roundup of top marketing stories of the week. So when brands and marketers don’t have an analytics dashboard to consult to see what’s working and what’s not, they feel pretty lost. Happy Columbus Day weekend, marketers! Do you have fun plans for your bonus day?
    [Work] What Baseball and Customer Marketing Programs Have in Common
    When all the channels are working together in unison, the marketer's likelihood to succeed is far greater than just having one channel alone, or multiple channels without coordination. Many marketers consider the holiday season to be their very own version of the playoffs. It takes months (sometimes even years) of preparation and it all comes down to a few critical weeks that can determine how successful you are for the entire year.
    [Work] Why Are Marketing Automation Managers So Hard to Find?
    Hire associates just out of college, pay them well, coach them, let them work really hard and they grow into experienced Marketing Automation managers within a couple of years. Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only 2-5% of B2B firms have invested in full-featured Marketing Automation. But that percentage is rapidly growing.
    [Work] 4 Ways Lead Scoring Can Reinforce Your Marketing Strategy and Grow Your Revenue [Ebook]
    You should also find ways to correlate the lead score to won revenue to reinforce to sales that scoring does work and tune up aspects of leads scoring every quarter. Author: Tanya Chu If you didn’t have much time to delve into your lead scoring this year, it’s not too late to make the business case to do so in 2017! How you structure (and restructure) your lead scoring can give you insights into how your marketing strategy is performing.
    [Work] How Marketing Visible Expert? Brad Geddes Transformed Visibility into Success
    “With partners like Microsoft, Google, and Yahoo, working on a large scale became second nature to me.” From there, Brad went to work for Google, harnessing his prior training experience to help the company’s advertiser base get up to speed on how to use AdWords. However, the question of scale, which he had learned in his days working with the large technology firms, remained with him.
  • HUBSPOT  |  TUESDAY, JUNE 26, 2012
    [Work] 7 Industries You Wouldn't Expect to Be Creative on Pinterest (But Are)
    If you ask marketers outside of the ecommerce world , Pinterest still has a lot of work to do to prove itself as a viable social media network. Another manufacturing brand making it work on their pinboards is Honda. They showcase pins of AMD products, such as the HP Envy, and the things that complement technology's presence in your life, such as computer work stations.
    [Work] B2B Marketers to Spend More on Content Marketing in 2013
    Content marketing is working. A recent study by MarketingProfs and the Content Marketing Institute shows that over half (54%) of B2B marketers plan to spend more on content marketing in 2013 than in previous years. The study is the 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America.
    [Work] Why Spending More on Your Trade Show Increases ROI
    When they get home and back to the office, their family needs attention, and they are playing catch-up with work meetings, phone calls and emails. But, spending more decreases ROI, doesn’t it? You’ve heard the adage, “To make more money, you’ve got to spend more money.” ” I believe this is true when it comes to tradeshows. You see, what most businesses do is just show up. Then they go home. They don’t plan strategically.
    [Work] Can Social Media Move You from Good to Great?
    Social media works, but only if you do it right. Social media is not a silver bullet, the be-all and end-all, a panacea. It’s just another tool to add to your marketing toolbox. In his book Good to Great , Jim Collins wrote that great companies never saw or tried to use technology as the way to greatness. Rather, technology was an accelerant, but only if the company had built a sound foundation, knew their strengths and what they stood for.
    [Work] Are You an Accidental B2B Marketer?
    You either have a marketing plan and a road map, you’re just along for the ride and hopefully it will work out. At New Incite, our tagline is “ Don’t Leave Your Marketing to Chance.” ” We’ve seen too many B2B companies fail to look at their business, industry, and competition strategically, miss major opportunities and waste precious marketing dollars.
    [Work] Fuel Your Online Marketing Machine with Dynamic Content
    And finally you can hire outsource resources to either support your efforts or do the work for you. Does your online content make your phone ring? It did mine recently – I received a call about a post I did in 2009 from an executive at a financial services company on the East Coast. He was trying to make a decision about how to launch a technology product and saw that I had written about his issue.
    [Work] 4 Ways to Find Marketing Qualified Leads on Twitter
    What are their job titles and where do they work? This week, we’re happy to welcome a guest post from Socedo’s Teena Thach, social media and marketing specialist. You already know that social media platforms like Twitter have the potential to build your client base – and your bottom line. But how do you know when you’re looking at a marketing qualified lead? When do you know there’s a good chance of generating interaction, winning a new customer and increasing your sales?
    [Work] Link Building Basics: Outreach
    Compiling a detailed outreach list will help keep you organized as you work through your outreach initiative. Working from this list during outreach will keep everything organized and help you track who you’ve contacted and how. Welcome to another edition of my ongoing series here on Biznology – link building basics. So far, we’ve learned the basics of: Conducting a niche analysis. Performing a site audit. Finding link opportunities. Vetting link prospects.
  • THE ROI GUY  |  WEDNESDAY, JULY 18, 2012
    [Work] Case Study: IBM PureFlex TCO Analysis
    IBM wanted to make it easy for customers to understand the total lifecycle cost advantages of IBM’s PureFlex versus a more traditional dedicated or virtualized IT infrastructure Alinean, the value selling and marketing tool provider of record for IBM, worked with IBM subject matter experts, leveraging the Alinean XcelLive platform, proprietary IT cost databases and TCO models to build the IBM PureFlex System TCO Analysis tool.
  • EMAGINE B2B BLOG  |  TUESDAY, MAY 14, 2013
    [Work] What eMagine Customers are Saying: Client Recommendations
    eMagine is proud to have worked with some of the best and brightest clients on Website Design, Hosting, and Online Marketing in the technology, health care, medical device and other B2B industries. Today we take a look at some client testimonials on our work with them: Faith Leonard, Director of Marketing Boston Software Systems, Inc. The staff is very witty, intelligent, and easy to work with!
    [Work] 4 Strategies to Get Your Content in Shape in 2015
    Creating healthier content habits works just like developing a new exercise routine – start small, build on existing (good) habits, make it convenient by sticking close to home, and consider setting up a buddy system. How much easier would it be to start working out if you had a full gym in your basement? Assessments may work best on your company website, while quizzes or polls are perfect for mobile and social channels.
    [Work] How to do Post-Event Sales Enablement
    Here I outline some sales enablement basics everyone working in event marketing should know. I email a spreadsheet to Sales, wish them luck, and start working on my next project. by Amy Bills | Tweet this Event marketing has taken its bruises. Yet it persists as a powerful tool not only for brand awareness but also for demand generation. It generates urgency and excitement and because the importance face-to-face contact isn’t going away.
  • HUBSPOT  |  MONDAY, JANUARY 27, 2014
    [Work] How Long Until You See Results From Blogging?
    Have a free moment at work? because it doesn’t work that way. This post originally appeared on Inbound Insiders , a new section of Inbound Hub. To read more content like this, subscribe to the Inbound Insiders section. Be honest: As a content marketer, you’re maintaining an existence that relies on instant gratification in order to gain fulfillment.
    [Work] A Buyer Persona Template for the B2B Marketer
    This won’t work in all companies, and aguably there might be some pushback to creating personas as a waste of time or it being “just a marketing thing&#. Want another good reason to start working on your buyer personas? With the new hype of content creation now making the rounds of webinars, books, and whitepapers another term has regained the spotlight: the buyer persona.
    [Work] The Science Behind the Art of the Call-to-Action: Part 2
    A/B testing – comparing the statistical performance of two variants with only one difference – is the only way to learn what works best. Contact us to learn how we can help put your website to work and turn it into a lead generating machine. In part one of this series , we looked at the rationale behind the call-to-action (CTA) and how that influences professional services buyers’ behavior. How should firms craft their CTAs for great marketing success?
  • LEANDATA  |  MONDAY, MAY 16, 2016
    [Work] Frugality, Ping-Pong Tables and Silicon Valley Startups
    Appthority instead chose a co-working space in San Francisco. Evan Liang , the chief executive officer at LeanData, worked in venture capital before becoming an entrepreneur. When tech startup Appthority was looking for new office space early last year, Domingo Guerra suffered a bad case of sticker shock. Landlords were demanding steep terms. High rents. Large security deposits. Five-year commitments.
  • HUBSPOT  |  THURSDAY, JULY 11, 2013
    [Work] Analog Values in a Digital World: Are We Moving Too Fast for Our Own Good?
    This applies also to our own work. And while maybe this means we’d produce less in the short term, in the long term we might do better work and create things with more lasting value. I''ve been thinking lately about the virtues of the analog world. This started when I came across some photographs I took in 1991 on a trip to Peru, hiking the Inca Trail. Some were in color. Some were in black and white.
    [Work] The Stories Behind 5 Social Networks That Never Caught On
    Social networks have failed because brands tried to reinvent something that was already working, or gave users extra work to do in order to participate. Instead of trying to make your audience do extra work in order to engage with you, make it easy for them to like, consume, and share your social media content. What was the first social network you ever joined?
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