Content marketing is often seen as a way to bring eyeballs to a webpage, but most of the time, we think that it stops short of actually converting visitors into buyers. However, in my experience, this isn’t the case. Content can convert users. If you look at it strategically, you can build a complete funnel with content to continuously brings in customers or users. I’m not even saying that you need to go through the prototypical content strategy: write something that brings in lots of traffic, collect some percentage of email addresses, set up a drip campaign, and slowly convert some smaller percentage of these people over time. You could do that. You could also just convert visitors directly into users or customers. I’ll go through several steps that any business can use to do this, and along the way, I’ll give concrete examples and walkthroughs from projects I’ve done.
In this session from Annual 2018, MailChimp CMO Tom Klein shares his advice for how to build customer empathy by using storytelling and creativity. And in case you haven’t heard, we’re building a completely immersive experience for SaaStr Annual 2019! With 3 full days of sessions, featuring over 300 speakers from the best SaaS companies around the world, SaaStr Annual will be filled with actionable thought leadership to help grow your business. Get your tickets to the SaaS show everyone will be talking about! Announcer: Please welcome Ann‑Marie Alcántara, Tech Reporter at Adweek, and Tom Klein, CMO at MailChimp. [music] Ann‑Marie Alcántara: Hello, welcome, everyone. This is very official. Let’s start this off, Tom. Tom Klein: All righty. Ann‑Marie: Tell us about yourself, where you work, your title. Tom: Yeah, I’m Tom Klein. I am the Chief Marketing Officer of MailChimp. That Continue reading "Building Customer Empathy Through Storytelling and Creativity with MailChimp (Video + Transcript)"
Want to drive more sales? If you’re a B2B business owner, you know that’s more easily said than done. After all, your sales cycles aren’t like those of your B2C peers. You can’t show someone a Facebook ad, retarget them for a few days and have your customer buy a $10,000 piece of equipment. So, how do you manage the customer relationship for what might be a 6- or 12-month customer buying process? The answer is email. Email marketing is still the number one strategy for B2B companies to build rapport and credibility—without stealing precious hours away from your sales and marketing staff. Here’s how to create incredible B2B marketing that not only boosts sales but does so without taxing your overworked team members.
Understand What Users WantBefore anything else, you need to have a crystal-clear picture of who’s actually buying your product. This is more complex than it
Continue reading "The Ultimate Guide to B2B Email Marketing that Will Boost Your Sales"
What if I told you that you can get a 52 percent open rate on your emails, and be in your customers’ (and future customers’) ears, hearts and minds every day? And what if this could all happen organically? You would think that’s impossible and call me crazy. Right? And that’s largely because of the misconception that everyone today has a ‘fraction of a second’ attention span. But I don’t think that’s entirely true. After all, as a society, we go and watch two-hour movies, binge-watch Netflix shows, or practice one skill for hours at a time when we’re intent on honing a specific craft. So let’s stop blaming the lack of engagement we’re seeing on our audiences and their allegedly short attention spans, and start looking instead at where we might be going wrong. One of these areas is tired, overused forms of content. The old hacks of white
Continue reading "Modern Marketing Channels: Why B2B Needs to Take Advantage of Podcasts & Video"
Facebook is one of the most undervalued platforms for B2B marketing. It gets overlooked because when many people think about Facebook marketing, they tend to think about consumer products. And although it’s true that Facebook is perfect for selling directly to consumers, it can also be used in more nuanced ways to target businesses and generate leads. At the end of the day, even when you’re selling to businesses, you’re still selling to individual people in that business. Within Facebook’s 2.2 billion monthly active users, chances are that many of those people are business owners or managers. The difference is that unlike consumer products, B2B purchases don’t tend to happen after seeing one interesting video ad or promo code online in the evening. They happen during business hours after in-depth evaluation and multiple conversations. That’s why many companies still rely heavily on email marketing and more sophisticated sales
Continue reading "How to Grow Your Email List Using Facebook"
I launched the #FlipMyFunnel podcast at the beginning of this year because I was looking for a fresh way to connect with my audience and spur better engagement for my business all-around. I had no idea that when we fast-forward to the present day, I’d have capped off 100 podcast episodes since January and have incredible results to show for it (like the podcast being among the top 50 on iTunes, for example). But as exciting as metrics can be – and as a marketer, trust me, they get my engine whirring – I’ve been most excited about all the lessons I’ve learned through this process. Whether you’re interested in podcasting, or simply hungry to find new ways to build relationships with your target audience, I want to share some of my takeaways from this experience in the hopes that they help you achieve your goals, too.
Editor’s Note: This post is part two of a three part series covering global marketing expansion. You can read the first article in this series here. In part 1 of this series we discussed the benefits of centralized marketing and the reach that centralized teams can have on a global basis. In this article, we’ll discuss the tipping point for going global. Despite the effectiveness of a centralized team, at some point going local makes sense. The term “going local” is really the key term. If you are operating correctly, your company already has a strong global footprint, most likely in English, and most likely in American English. The key is to decide when to segment your marketing efforts and “go local” to serve markets that are under-represented in your revenue mix. This terminology nuance is important to note especially when dealing with internal stakeholders. Many sales organizations will not realize
Continue reading "Going Global: When do you create a local marketing presence?"
Editor’s Note: This article first appeared on the Kapost blog here. Content plays a growing role within organizations as marketers create content that’s more targeted and effective to generate new interest, nurture existing prospects, and ultimately improve conversions. Not surprisingly, Kapost’s recent Content Strategy & Operations Benchmark found that marketers’ number one marketing priority is generating new leads, followed closely by improving conversion rates. While creating a high volume of leads and pushing them down the funnel is crucial to marketing organizations, this thinking of quantity first, quality second is leading marketers to pile their funnels with as many leads as possible, leaving sales reps further down the funnel to deal with the poor-quality leads.
What are the Risks?Generating lower quality leads is problematic on multiple levels. First, if you are generating poor leads, what does that say about the quality of content and engagement that brought them in
Continue reading "Engage Your Funnel, Don’t Just Fill It: How to Attract High Quality Leads"
One of the best things about working for a scale-up company is you get an opportunity to work on many different challenges. Scale-ups become scale-ups because they’re able to find new growth engines to continue scaling the business. At HubSpot, I’ve been lucky enough to work on two of those growth engines. I initially joined HubSpot as the marketing leader for international. My role was to grow both a team and a marketing funnel of traffic, leads, and MQLs for our target regions. I next joined a small team within HubSpot who had a mission to turn a free chrome extension into a freemium business. Instead of building a marketing funnel, we created a product funnel of traffic, free users, and product qualified leads (PQLs). Freemium is now an integral part of HubSpot’s go-to-market. You can start using our CRM for free, along with features of both our marketing
Continue reading "Scale-up Lessons: HubSpot’s Journey from MQL to PQL"
Editor’s Note: This post is part one of a three part series covering global marketing expansion. As a company grows, most marketing teams expand from a centralized corporate office to placing marketers in country or at least on different continents to support growing sales organizations. The timing, goals, and implementation of this program is critical for success. In this series, we’ll examine the pressures on marketing leadership to “go global”, the key tipping points to make the shift, and some ideas on how to be successful with this move.
Global Marketing from a Central LocationThe reality is that for most high velocity, inbound sales models, marketing teams are already going global from day one. While search engine marketing, advertising and email open rates can show some differences based on time zones, a highly functioning marketing team can make significant progress in global marketing from a central location. English reach
Continue reading "Going Global: The Push for Global Marketing Resources"