After selling HubSpot and advising so many clients on it, I was inspired to put pen to paper, and share what I’ve learned, to guide others who are thinking about or currently using HubSpot. There’s a lot of ground to cover, but to start, the first question I want to help you answer is how to know if HubSpot is right for you and your business.
Whether you’re a marketer or not, being able to clearly express your views, or your company's message, through writing is a skill worth developing. Every one of us is, in fact, a writer, so you better get used to it.
As a wine eCommerce platform, VineSpring stemmed out of the tight-knit beverage alcohol industry with a heavy reliance on word-of-mouth marketing. As they grew, so did their marketing needs. As a small and hardworking team, VineSpring didn’t have the capacity to or expertise to build out a multi-channel marketing strategy. Think Better offered the know-how and flexibility that they needed.
To embrace our team value to always be curious and think creatively, we started a book club. We are continually looking for new opportunities to learn and as a team of self-proclaimed bookworms, a bookclub was the natural way for us to continue to grow, learn, and explore.
I’ve been thinking and talking a lot about the current B2B buying process this year.
The B2B buying journey is longer and more complex than it’s ever been and sellers have less ability to influence customer decisions directly. Buyers collect information when they are looking for a new vendor, in all kinds of places and ways that aren’t owned by you, the seller.
Since search engine algorithms regularly change, it’s a good idea to regularly update your search engine optimization (SEO) tactics and keep your site current. What might have been successful for your site a few years ago could be irrelevant today.
Plus, SEO isn’t a one-time task, it’s an ongoing process and something you should be constantly thinking about as you add new content and update your site.
Your website is often the first impression a person gets of your business, and it needs to be a positive one. In just a few short seconds, you’ll need to encourage engagement, explain your product and its value, and make the path to convert clear and friction free. The best websites capture the attention of a prospect, no matter where they are in the buyer's journey, the moment they hit the homepage.
Content marketing — it’s definitely a buzzword and though the term may be overused, the concept shouldn’t be overlooked. At the heart of it, content marketers are recognizing that the buying journey has changed, and they are responding to those changes. Prospects don’t sit back and wait for companies and brands to tell them what they need. With the onslaught of information and access these days, they will tell us what they need and when they need it.
Last week I attended the Business of Software conference in Cambridge, England. BoS is a conference that takes place in both the US and the UK each year and draws software professionals with its promise of “bringing together the world’s smartest software entrepreneurs for learning, listening, and networking.”
As we enter Q2, do you have your marketing team in place to tackle the rest of the year? Job descriptions are important, and sure there are tactical things that your team needs to be able to accomplish, but we have found that the most critical elements to a successful hire lie within the person and not always the credentials.
What are the basics for B2B email marketing? We’ve listed our six best practices for you to use as a guideline, but don’t stop there. It’s going to take some testing on your end to figure out what’s perfect for your specific audience and industry.
I've been devouring podcasts lately and many of them are hosted and/or produced by inspiring women. Two of my favorites are Nora McInerny of Terrible Thanks for Asking and Hillary Kerr of Second Life. Let me explain why.
In honor of Women’s History Month (and a belated International Women’s Day) the Think Better team is reflecting on the women who inspire us. When I started to think about the women who inspire me, I was overwhelmed. I am inspired every single day by the incredible women that are out in the world.
The focus on “more leads” can be a trap that many B2B businesses fall into. The smaller budgets and business demands often create a culture of short-term priorities that over time degrade brand reputation. The primary focus on just acquiring more leads—which I find are often just thought of as email addresses—creates unattainable goals for marketing, feeds tension between marketing and sales, and sometimes incentivizes the wrong strategies.
At Think Better, we’re all huge fan of podcasts so we were excited when Amy Metherell, host of Inbound Back Office, invited Think Better founder, Andrea Steffes-Tuttle, to be a guest on her podcast. They got together to talk about a topic that we have a lot of experience in; account-based marketing.
Online reviews are essential to any product. With the internet at our fingertips, we now innately tend to research and learn about any (and almost every) product, before we purchase it. This is particularly apparent when making a large purchase.
The act of publishing great content to your site and social channels does not build an audience on its own. A network of publishers and distributors of your content are a critical piece of any successful online presence and content marketing strategy.
Social norms don't disappear when someone goes online. When you are introduced to a new person, there is usually a process of discovery and connection before either person shares their phone number or email.
Brands with effective social profiles are consistent, easily identifiable, regularly updated, and show the human side of a company. As a result these Brands typically have more followers and engagement than those that do not.
Our team has been experimenting with personalized messages through video in Think Better's business and in prospecting programs for our clients. More specifically, we’ve started leveraging video in email and LinkedIn messages to prospects. Instead of sending a text-based message, we’re sending a short, targeted video message. And it seems to be working quite well.
Understanding your companies customer journey map helps to align teams and improve overall customer experience because it cross-functionally helps to identify areas of weakness that one team might not see over the other.
As marketers in B2B have embraced the Inbound methodology, the funnel has been a standard framework that sales and marketing organization have operated within. The funnel has become a triaging tool to manage prospects and has incited cries all over the world for “more leads!” But the funnel is ultimately broken.
In this week’s roundup, we explore pillar pages and how they can improve your content, the best marketing podcasts out there, the insane amount of data produced in a minute, and tips for growing your company’s LinkedIn page.