by Funky Marketing How to report on content marketing? It seems to be a question that I started to hear more and more often. There are a lot of talks these days about the importance of content marketing for B2B companies. And if you are smart enough to be reading this, you probably already very well know how important it is and you are already doing it. But what happens when itโs time to report on results? How do you show that all your effort is actually paying off? This is often missing from the conversation. And itโs not surprising.…
Go Before The Intent And be Top of Mind When itโs Time to Buy.
by Funky Marketing Thereโs a significant shift happening in the B2B world. ๐๐๐๐ฒ๐ฟ๐ ๐ฎ๐ฟ๐ฒ ๐ป๐ผ ๐น๐ผ๐ป๐ด๐ฒ๐ฟ ๐ถ๐ป๐๐ฒ๐ฟ๐ฒ๐๐๐ฒ๐ฑ ๐ถ๐ป ๐ฏ๐๐๐ถ๐ป๐ด ๐ฝ๐ฟ๐ผ๐ฑ๐๐ฐ๐๐ ๐ฎ๐ป๐ฑ ๐๐ฒ๐ฟ๐๐ถ๐ฐ๐ฒ๐ ๐๐ต๐ฒ ๐๐ฎ๐ ๐๐ต๐ฒ๐ ๐ต๐ฎ๐๐ฒ ๐ฎ๐น๐๐ฎ๐๐ ๐ฑ๐ผ๐ป๐ฒ. They want to buy in a way that is convenient for them, and that meets their specific needs. To stay ahead of the curve, you need to start developing demand for the way buyers buy now. And ok, you read this and you wanna learn more about it. Youโve never done this thing called demand whatever. You go to Google to learn about demand generation.Nope, not helpful. Itโs the old way of…
The Top Benefits of AI for Marketers [State of AI Data]
by Erin Rodrigue for HubSpot The future of marketing is undoubtedly intertwined with AI. The question now becomes: how will you fold it into your work? The HubSpot Blog surveyed 1,300+ professionals to see how they use AI in their day-to-day work and where they see the biggest benefits of this technology. We hope these insights will help you find the best areas to supercharge your marketing with AI. Let's dive in. The Top Benefits of AI for Marketers ย 1. 67% of marketers say the biggest benefit of AI is the ability to create content faster. If you're in marketing, your…
Stop Solving Problems
by SEBASTIAN CUERVO for 42 Slash Marketers love solving problems. If you spend more than 20 mins on LinkedIn or Twitter on any given day, you will notice a couple of clear story patterns that go something like this: I had a problem with this marketing process. I used this formula I developed or copied from top influencers to solve it. I found success. You can do it too. If you want to learn more, leave a comment (and chances are it becomes an endless spam sequence in your inbox). Or alternatively, you may also find the vulnerability pattern: I…
How HubSpotters Are Enhancing Their Content with AI
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…
Our messaging isn’t resonating anymore
by LIZ CHRISTO for Dear Stage 2 DEAR STAGE 2: Iโve been running marketing for early-stage software companies for the last 15 years, but this year feels different โ our message isnโt working anymore. Our inbound lead flow and outbound conversion are both declining.ย 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?ย ~Time for messaging pivot DEAR TIME FOR A MESSAGING PIVOT: I took inspiration from Kris Hartvigsen at Dooly in answering this question โWhat worked last year wonโt work this year.โ I couldnโt agree more. …
Marketing is a Probabilistic Game, Not a Deterministic Game.
by FUNKY MARKETING One of the most important things businesses have is their strategy. Without it, youโll 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. Thatโs 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.…
Should gated content be part of our marketing strategy?
by LIZ CHRISTO for Dear Stage 2 DEAR STAGE 2: Are we gating content this year?ย ~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, Donโt Say Content. Who better to weigh in on this pressing content question? Unfortunately, we canโt give you a one-size-fits-all reply here. BUT, itโs worth noting that 62% of B2B marketers are employing gated content as one pillar in…
Ad Fatigue is not always about creatives.
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);…
Dumb advice that works
by Rob Snyder for The B2B Growth Newsletter Hi all โ This week, Iโm 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 arenโt good โ 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 doesnโt know anything before I can talk to…