- Tomasz Tunguz
Creating buyer personas is an essential part of building a successful inbound marketing strategy. Buyer personas help you better understand your current and potential customers, what their pain points are, what information they need, and how you can position your offering to meet their needs.
Without documented buyer personas, essential inbound marketing tasks such as creating engaging content can be challenging.Read More
Whenever people ask for a primer on inbound marketing, I always start by talking about buyer personas. Why? Because without knowing who your ideal customers are -- their backgrounds, goals, challenges, and so on -- it's very difficult to create an effective marketing strategy to attract more of those types of people. Without understanding your ideal customers inside and out -- and integrating that research across your entire marketing funnel -- you risk stifling the growth of your business.Read More
“When you call it a marketing team, no one knows for sure what you're supposed to do. But when you call it a growth team, everyone knows exactly what the goal is and what you need to do everyday.
- Craig Miller
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. What started as just an idea when Dharmesh and I were at MIT had grown into a movement, and hearing about the impact that inbound has had on companies and customers worldwide was truly humbling.Read More
The Internet is an extraordinarily personal medium. People own or use personal devices; rarely is it a shared experience. Occasionally, something unique will come along to revolutionize the way we do things. I first heard of the Serial Podcast from my wife. On our drive from Denver to Dallas to celebrate Christmas, she asked if I’d like to listen to it.
We streamed it through our iPad and listened to it together.Read More
It's ironic, but despite knowing how to sell products and services, so many marketers have a hard time selling themselves. It can often be difficult to turn the spotlight inward, but creating a standout resume is a skill all marketers need to perfect if they want to grow their career.
If you're a marketer whose resume could use a little polish, don't worry. With just a few resources and some actionable tips from hiring managers themselves, we'll help you create a truly impressive marketing resume that's sure to stand out to recruiters.Read More
Twenty years ago, I graduated from Bentley University with a degree in Computer Information Systems. I had always thought about going for a marketing degree, but was advised that it would be too hard to find a job after college. I decided to focus my energy elsewhere.
Little did I know that I’d have a very successful career in marketing, starting my own agency and working on campaigns for clients as diverse as HBO, American Eagle Outfitters. and The Coca-Cola Company.Read More
Some presentations are better than others. Some have gorgeous designs. Some have insanely actionable takeaways. Some just give down-to-earth advice. But the best SlideShare presentations represent all three.
And if you're looking to get started making your own PowerPoint or SlideShare presentation, why not learn from the best of the best?Read More
When the gameffective team and I decided to get serious about content marketing back in June of 2014, we treaded carefully at first. The return on an investment of creativity and content creation was still somewhat of a mystery to us at that point. It was something people spoke about in guest posts, but like any team trying a new business approach, we were a little hesitant to implement it ourselves.Read More
I never used to make New Year's resolutions. They seemed like a forced, trite way to make a change in my life. If I really wanted to change, why would I wait around for January First? I figured I'd be better off just making sporadic changes throughout the year.
Well, that strategy hasn't always served me well. Waiting until I "felt ready" to change often enabled me to push aside goals that were important to me but not time-sensitive goals -- like learning photography with a new camera I was given -- in favor of more time-sensitive goals, like making next week's brunch plans with friends.Read More
Imagine walking into your favorite coffee shop. It still looks and smells the same, but something is off. As you approach the counter, ready to order the usual, it hits you – this place is being run by robots.
These particular robots don’t care that you’ve been coming there every day for the past six months, or that you’re lactose intolerant.Read More
In theory, the “tricks” to delivering awesome customer service are pretty straightforward:
Seems pretty easy, right? Just develop these three skills, and you'll be set.Read More
Many things in life and business are misunderstood and under-appreciated. Professional athletes make playing a sport look easy but you don't see the hundreds of hours of training that occurred behind the scenes. After all, it's just putting a ball in a hoop, right? Attorneys often just get a few minutes to make their case in court but no one else sees all the behind the scenes work that goes into that short presentation.
After all, it's just asking a bunch of questions, right? Building an app can look simple but if you knew how much planning and coding occurred behind the scenes it would blow your mind. After all, it's just putting a few screen together and writing a little bit of code, right?Read More
When you're first starting out with inbound, it's really easy to get carried away with all the things you want to accomplish. Blog about all the things! Build all the landing pages! Send all the emails! Schedule all the tweets!
In reality, there's one huge, super important thing you need to do before doing any of the above: You need to build buyer personas.Read More
According to Gartner, the market for SaaS (Software as a Service) applications will grow from $20 billion in 2013 to $33 billion in 2016, with a compound annual growth rate of 19.5%. A Compass study shows that SaaS is growing nearly 3X as fast as software as a whole, and that 72% of all SaaS startups are at least partially funded.
Good news for SaaS startups and growing SaaS ventures alike, but the space is getting crowded and competition is fierce. What can founders and executives do to improve the odds that their companies will get to the top of the market and stay there?
Think fast! 2014 is winding down, and you may have extra money left in your marketing budget. Don’t let it go to waste!
Here are 30 ideas for spending leftover funds in your marketing budget.Read More
When you think of the “collaborative economy,” chances are, you picture people sharing their cars, homes, and money. But that’s not the only thing people are sharing.
Now, more and more people are sharing their time. They’re sharing their time to do small projects like deliveries, or they’re helping other businesses online as contractors, or using their time to create physical goods in the maker movement.Read More
The Holiday Season. It’s a season of giving. A season of eating, drinking, and being merry. And, most importantly of all, it’s a season of buying biomorphic robots, sleeved blankets, and sexually suggestive fitness equipment.
Don’t worry, all of those references will make sense soon … I think. But the main point here is that each and every holiday season, we’re presented with a fresh array of “must-have” products, from toys and trinkets to consumer electronics.Read More
Better get another gallon of milk -- Girl Scout cookies have gone digital.
That's right: The Girl Scouts of the USA have approved a brand new platform for most scouts to sell Girl Scout cookies online and ship them across the States starting in the 2014-2015 cookie season. The program is called "Digital Cookie," and it will allow scouts to sell cookies online using their own cookie website and/or mobile application.Read More
Creating buyer personas is an important part of a successful inbound strategy.
These semifictional representations of your ideal buyers help you understand your customers better; and when you understand your customers better, you can create content better geared toward them.
And better content helps attract website visitors who may well turn into customers one day.Read More
If you're anything like me (and my apologies if you are), you like lists. And, if you also happen to work in marketing, you've probably heard of the old AdAge Power150 list -- it was a list of the top marketing blogs in the world. I use the past tense, because a few months ago AdAge said they were "powering down" the list. As the folks from Monty Python would say ... the Power150 has ceased to be. (Video link here -- you're welcome.)Read More
Goal setting is probably one of the hardest things marketers have to do. You've got to choose a goal that's lofty, but not too lofty. And it's possible you have no idea what "lofty" is anyway -- for marketers implementing brand new activities, picking the right goals (and then tackling them) can feel like a guessing game.
To help you eliminate the guesswork and set the right goals for your marketing team, HubSpot's put together a goal-setting template. This marketing goal-setting template will help you set yearly, quarterly, monthly, and even daily goals that are realistic, measurable, and help you figure out how to actually hit those goals with ... you know ... a plan.
Attracting visitors to your website is only the first step -- once they get there, you want to make sure they hang around.
What's more, you want them to click through to other pages on your website, whether that means reading a blog post, filling out a landing page form, or (hallelujah!) actually buyingRead More
You know what's really annoying? Irrelevant, untargeted banner ads. They're all over the web, barraging you to buy buy buy from a company you've never heard of while you're just trying to enjoy the few minutes a day you get to sit down and read your favorite media site.Read More
October in Boston is extraordinary. Between the crisp, dry days, vibrant fall colors, and eerie decorations covering townhouses and street lights all over town, it's easy to get caught up in the Halloween spirit.Read More
Know what's scary? Figuring out Halloween costumes for work. You've gotta strike the right mix of work appropriate and creative -- nothing that would freak out HR (or your coworkers with more delicate sensibilities).
While the stress of coming up with a costume is enough to make you just show up in your regular attire, you don't want to be the officeRead More
My boss was in Des Moines, Iowa a couple weeks ago, and sent me this message:
Subj: Zombie Burger
Bringing you the menu from that zombie burger place. Such a cool content story.Read More
When you sign into LinkedIn every morning, what do you see? You see that flag icon in the upper right-hand corner of the site (unless you’re on mobile, in which case it’s on the left-hand side), and it’s red.
But when you click through, the notifications aren't about you.Read More
If you're in business, you need to know how to create captivating presentations. Whether you're trying to convince your boss to support a new campaign, talking with a prospect to close a deal, or building a new piece of marketing collateral, you need to know how craft a presentation that won't put people to sleep.Read More
We're excited about the recent launch of HubSpot's first ever U.K. edition of the State of Inbound: Inbound Insights U.K. – 2014, and we just can't wait to share with you some of the data we uncovered.
For our report, we surveyed marketing professionals across the United Kingdom, both leaders and practitioners, to find out the currentRead More
Imagine that you’ve been invited to the birthday party of a distant cousin you haven’t seen in over a decade. You know her age, gender and what she does for a living, but not much more than that.
With this information, how will you go about buying the perfect birthday present for her?Read More
My gym is located next to a Walgreens and across the street from a CVS. When I need headache medication, more shampoo, or a pair of scissors, I always plan my trips to the pharmacy after a sweat session. Which pharmacy do you think I go to?
You might think that I'd go right next door, as Walgreens sometimes has lower prices and it's a more convenient location.Read More
Content marketing alone won’t deliver organic traffic. Content marketing employed strategically will deliver the organic traffic you want and need.
But how do you create that refined content strategy? If your goal is to drive organic traffic, what specific, strategic methods should you employ to build the right amount of organic traffic?Read More
When I asked about the importance of her call channel for inbound marketing activities, the CMO of a mid-sized software company told me recently: “We don’t put our number prominently on our website or on our marketing materials, because if we did, we’d get a lot of unqualified calls that waste our salespeople’s time.”Read More
The human mind is an amazing instrument, but it certainly has its quirks and flaws.
The technical term for these flaws? Cognitive biases, which means irrational thought patterns -- trade-offs of the human brain that worked well for us as cavemen, but don’t always work in our favor today.
These brain quirks can seriously limit your marketing efforts, and even cause them toRead More
Okay, I’ll admit it. INBOUND can be overwhelming. 10,000 people, 180 sessions, dozens of food trucks, and four packed days are exhausting for even the most energetic extroverts, and with all the speakers, seminars, and social events, you’re bound to have missed out on a nugget of wisdom to inspire you on a rainy day in your marketing or sales department.
Well, we’re here to help! We rounded up the mostRead More
A lot's happened in the marketing world in the last few years. Social networks have gone even more mainstream, Vine's become a thing, Twitter's made analytics available for everyone, Google's algorithm has changed (several times ... no surprise there), and we've watched the prevalence of inbound marketing grow and grow.Read More
Years ago, when Brian and I started HubSpot, we were on a singular mission. We wanted to help companies get off of the sidelines and into the game. The internet had changed everything, and too many businesses were missing out on the massive potential this created.Read More
The businesses that build valuable relationships with leads, prospects, and customers are the ones that have an inspired sales and marketing strategy. It's one thing to follow rules and best practices, but creating brand interactions that are thoughtful, memorable, and unique is how companies like Apple have built a community of evangelists.Read More
Though people know that creativity can help them get ahead in business, creativity often feels elusive. Maybe they don't know how; maybe they don't allow themselves the time or freedom; maybe they just feel stuck. Regardless, it often isn't part of people's everyday routine.Read More
A lot of things can change in five years.
You could get a new haircut. You could move into a new house. You could start a new job. You could get a whole new set of friends (who then become old friends). You could watch your child, sibling, friend, or relative graduate high school, graduate college, and start their career.Read More
Take a moment and think about your career. Think about the success you've achieved.
I'd say we all define success in our own way -- success could mean being a stay-at-home parent who is raising their kids. Success could mean being an employee who consistently does their job as expected.Read More
When your job is to generate and nurture new leads like it is for pretty much every marketer and salesperson, it can be all too easy to think of every new lead as just another number on a waterfall report or just another name on a call list.
But never forget that behind every ebook download form and every demo request, thereRead More
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