Archive June 15, 2023

How HubSpotters Are Enhancing Their Content with AI

By in Artificial Intelligence and Machine Learning, Content Marketing, Marketing Tag , , ,

by Caroline Forsey for HubSpot AI has undoubtedly upended the way professionals across the organization work. And content creation is no exception. Advances in artificial intelligence (AI) are offering new ways for marketers to create more effective and engaging content. From automating content creation to improving personalized recommendations, AI is reshaping the content marketing landscape. But if you're unsure how to leverage AI to create better content, you're not alone. At HubSpot, we've been exploring the fine line between using AI to enhance our content without relying too heavily on it. Here, let's explore some of the ways HubSpotters across…

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Our messaging isn’t resonating anymore

By in Marketing Tag , , ,

by LIZ CHRISTO for Dear Stage 2 DEAR STAGE 2: I’ve been running marketing for early-stage software companies for the last 15 years, but this year feels different — our message isn’t working anymore. Our inbound lead flow and outbound conversion are both declining.  I am currently trying to convince our exec team to make a big pivot in messaging. What are other companies doing right now? Are you seeing any trends? ~Time for messaging pivot DEAR TIME FOR A MESSAGING PIVOT: I took inspiration from Kris Hartvigsen at Dooly in answering this question “What worked last year won’t work this year.” I couldn’t agree more. …

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Marketing is a Probabilistic Game, Not a Deterministic Game.

By in Marketing Tag , , ,

by FUNKY MARKETING One of the most important things businesses have is their strategy. Without it, you’ll never be able to grow your business and reach your full potential. Companies are the ones that have a high-level strategy and agencies are the ones that do the work and handle things like design and execution. That’s a standard. When starting Funky Marketing, I said that we need to be involved in creating the strategy. The strategy sets the tone for how you present yourself and allows the company to stand out. Companies and agencies should work together to get a better results.…

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Should gated content be part of our marketing strategy?

By in Content Marketing, Lead Generation, Marketing Tag , ,

by LIZ CHRISTO for Dear Stage 2 DEAR STAGE 2: Are we gating content this year? ~Asking for a friend DEAR ASKING FOR A FRIEND: To gate or not to gate, that is the question. I called on a friend, Margaret Kelsey, to help tackle this question. You might know her from her work at Invision, Appcues, and OpenView or as the co-host of new marketing podcast, Don’t Say Content. Who better to weigh in on this pressing content question? Unfortunately, we can’t give you a one-size-fits-all reply here. BUT, it’s worth noting that 62% of B2B marketers are employing gated content as one pillar in…

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Ad Fatigue is not always about creatives.

By in Email Marketing, Marketing Tag , ,

by CARLOS for 42 Slash One of our clients updated all Facebook placements with a single creative that had the objective of positioning their new brand + converting. After seven months of them adopting the new brand (and a few weeks with us onboard), we noticed the results weren't great.  The ad frequency was under 3 for the last 30 days, not a great indicator, and if we filtered by the previous couple of weeks, it was under 2. It is easy to correlate these results to the usual ad fatigue scenario. The ads had been running long (seven months);…

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Dumb advice that works

By in Work Tag

by Rob Snyder for The B2B Growth Newsletter Hi all — This week, I’m reflecting on a conversation I have with *literally* every founder. What do your buyers want to buy? Very few buyers want to buy software. Why? They already have a lot of software Most of their software sucks They associate software with a lot of things that aren’t good → There are a billion different software companies with virtually identical websites, how the hell am I supposed to decide? Why do I have to talk to a 22-year-old who doesn’t know anything before I can talk to…

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SaaS content marketing: From 0 to 500k visitors a month

By in Content Marketing, Information Technology, Marketing, SaaS Tag , ,

by Omid G for marketermilk I grew a SaaS company’s SEO traffic from 25k visitors/month to 500k visitors/month from content marketing. That’s a 1,900% increase. I’m going to lay out exactly how I did it in this post so you don’t have to go through years of struggling to figure it out like I did. This will be one of those articles that you read and refer to often. We are about to go over what content to create, how to create it, how to think about distribution, how to track ROI, how to find outsourced writers, and more. I…

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Help with time management?!

By in Human Resources, Self Improvement Tag , , , , , ,

by LIZ CHRISTO for Dear Stage 2 DEAR STAGE 2: I was recently promoted into a sales manager role. I had a great routine when I was an AE, but am struggling to adjust to this new schedule —there are a lot more meetings and more people who need my time. I get to the end of each day and still have a full inbox and a long to do list. What advice do you have for someone making this transition? ~When do I actually do work? DEAR WHEN DO I ACTUALLY DO WORK?: Welcome to sales management! Your time is no…

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Find & accelerate your marketing advantages to grow much faster

By in Marketing Tag , , , , ,

by MKT1 Newsletter A great product, team, and market have become table stakes requirements for startups to succeed. With the proliferation of B2B startups and the lower barriers to building great products, marketing is now the differentiator.  To succeed at startup marketing, a company needs 3 things: Founders who approach marketing as a strategic lever, not as a service organization to sales. Founders need to value and enable marketing as they do other teams in the organization. As the company scales, it is critical that all leaders see marketing on equal footing with other teams. A team with go-to-market skillsets & storytelling ability. Early…

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How one-click buy buttons boost sales

By in Revenue, Sales Tag , , , , ,

by THOMAS MCKINLAY for Aryih Almost 70% of items people place into their online carts are abandoned and never bought (according to Baymard Institute, 2022).  The top reason is a long and complicated customer check-out.  So what happens when you simplify it to the max? Enter: One-click buying. Here are the effects, according to scientific research from Cornell and Amazon. Previous insight: Boost conversions with more white space (more insights here) One-click buy buttons boost sales without increasing returns Channels: Ecommerce | Customer experience | Website | Customer journey | UX | UIFor: B2C. Can be tested for B2BResearch date: February 2023 📈…

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