Time is one of the most limited resources at a marketer’s disposal. With endless possibilities for strategy and campaigns, marketing and sales teams need to be as effective and efficient as possible. Account based marketing (ABM) aims to solve that problem. ABM is a strategic B2B marketing framework that aligns sales and marketing activities to focus on securing high value accounts. Whereas inbound marketing would be like casting a wide net in the ocean, account based marketing is like targeting the big fish with a spear. In doing so, limited resources are allocated towards high-impact new business. Although ABM can…
Organic search is an essential part of any lead generation strategy. Businesses need to be found online and SEO can make the difference between showing up on page 1 rather than page 4. The key is quality, relevance, and unique solutions. SEO is competitive. There are millions of websites and a billion blogs. The web is polluted with content, and Google only displays about 8-12 organic choices on the first page of a search. If you’re not on the first page, there’s a very good chance you’re not being seen. Small businesses may not be able to compete with high…
To fight or flight. Every business is questioning their strategy, and unfortunately, there aren’t many Harvard case studies that include a pandemic. These are unprecedented times, but business is by no means closed. Companies who fight for market share could benefit from low competition and cost-effective ad rates. Like all of us, buyers have changed. There is tremendous opportunity for businesses to capitalize on the moment by adapting their strategies to a different economy. The marketplace will continue to change after social distancing ends. Buyers will have a new set of problems and it’s our responsibility as marketers to better…
No matter who you are, good writing can make the difference between success and failure. Writing is an essential function of our businesses and daily lives. Whether you provide renewable energy services, work to find solutions for diseases, or help people achieve personal records in a marathon, your message needs to be clear as day and connect to your audience. Having a clear understanding of what you want to say and a format for saying it will make your writing powerful. Without it, your audience will lose interest, misinterpret, or just move on. How many times have…
Effective marketing reaches your prospects where, when, and how they want to be reached. The challenge is that prospect behavior changes with time, and marketers need to adapt to match the evolving consumer. Similar to investing, marketers can generate tremendous returns from accurately predicting future trends. As we enter the new decade, it is essential that we recognize these upcoming changes. In the 2010’s, we witnessed the rise of influencer marketing, social media marketing, and brand messaging focused on mission and emotion. We also saw the fruition of marketing automation platforms (MAPs) such as HubSpot, Pardot, Marketo, and niche software…
Marketing attribution is one of the hardest challenges we face as marketers. A prospect can have anywhere from one to hundreds of touch-points before making a purchasing decision. In order to optimize ROI, marketers need to identify the effectiveness of their campaigns and figure out which channels are actually driving revenue. Here we explain the premise behind attribution as well as some tips further below. What is Attribution? Attribution refers to measuring the effectiveness of the marketing interactions a prospect has with a brand. Simply put, the goal of marketing is to convert prospects into customers. The process of doing…
Taking professional, high-quality video can seem like the greatest challenge. If you are a company that would love to implement video into your practice, but can’t seem to rake up the expenses it takes to hire a videographer to do the work, here are some tips and tricks you can use to produce your own videos: Use a Tripod Whether you use an image stabilizer or think that you have the steadiest of hands, it is always wiser to stabilize your footage with a tripod. Whether you use your phone, a DSLR or a video camera to gather your shots,…
Marketing management is a complicated, multi-faceted, and highly budgeted task. There are many components to successful marketing, and it can be quite overwhelming to carry out basic operations without a full-fledged department and strong guidance. Many businesses invest thousands of dollars and hours into ineffective marketing campaigns that could have yielded greater results for half the resources. Choosing to work with an agency carries an expectation that the money saved through increased efficiency and better strategy outweighs the cost of the agency’s services. To better understand how this is the case, we’ve broken down our own services into six major…
In the past, HubSpot’s pricing model was often a sizable investment for companies, and in many cases was outright cost prohibitive - especially for small businesses or businesses with a huge database and relatively low lead value. The good news is that HubSpot has redesigned its whole pricing structure to a Freemium model with very modest paid entry points for Starter versions of its Sales, Marketing, and Service products. Fortunately, if you’re considering purchasing one of HubSpot’s Pro or Enterprise products, there are a bunch of tips and tricks on how you can save money. Get Your Onboarding Fees...
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