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Using HubSpot to Segment Email Lists by Geographic Region [User Story]

by AJ Beltis

Date

October 23, 2017 at 12:00 PM

For a little over a year, I’ve been a content marketing specialist at Toast, in Boston. Toast is one of the fastest-growing SaaS companies in the US and provides an all-in-one, cloud-based point of sale solution for restaurants.

We’ve been growing our presence nationwide for the past few years, and we've started targeting specific geographic regions — most recently Austin, TX and Denver, CO.

These targeted efforts include both online webinars and in-person panels we’re inviting local restaurateurs to.

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How to Build Flexible Email Templates in HubSpot [User Story]

by Mike Rizzo

Date

October 9, 2017 at 11:00 AM

Each month, my team at AerServ sends a spotlight email campaign to feature some our customers.

The problem is that each email campaign could feature a different number of customers — from one to six.

As many email and marketing automation managers know, email template flexibility and nice design don’t often go hand in hand.

This varying quantity of email modules is typically solved in one of two ways.

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Winning Back the Inbox: How to Repair a Broken Email Program [User Story]

by Lauren Reiterman

Date

September 20, 2017 at 10:00 AM

Email was the primary marketing channel for Natera’s first-ever D2C (direct-to-consumer) service. Our multi-channel strategy was still in development and, as a result, the sales and marketing teams relied on email to do the heavy lifting.

Internally, the attitude was “more is more.” More promotions, more emails, more frequently. If people weren’t biting, send them a coupon. If the coupon didn’t work, send them a bigger coupon.

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How to Boost Underperforming Articles on Your Blog [User Story]

by Alissa Gavrilescu

Date

August 29, 2017 at 11:00 AM

Why you should write less and fix more.

As a marketer, you know professional writing comes with a level of creative conviction: Your passion for the idea, the content, and its execution.

Sometimes you know you have a great article topic — it ticks all the boxes — but despite all the evidence, it doesn't perform. At all.                                                                                      Alesia Kazantceva 

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How to Nurture Trial Leads Into Customers [Customer Story]

by Dustin Tysick

Date

August 8, 2017 at 10:00 AM

The buyer's journey has changed. In the SaaS industry, many shoppers want to try new tools before they buy them — they prefer a free trial to a call with a salesperson.

For Jostle, this trend was a problem. Our product is an internal communication tool for businesses, which means it’s meant to be used by an entire company. It’s hard to show value in a free trial that includes just one user and no pre-populated content.

So this year, we decided to change something. A whopping 80% of people reaching our demo request page were leaving without taking action. We needed to capture these lost leads and convert them into happy customers. Here's how we did it.

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