DIY Animated Infographics, Videos, and Presentations with PowToon

By Bob Hebeisen

We wanted to spice up our marketing content with some simple videos, but didn’t want to pay through the nose for custom video creation. My boss suggested a tool called PowToon (www.powtoon.com). Their home page describes the service as “create animated videos and presentations…It’s free and it’s awesome”… and I tend to agree.

The PowToon interface is quite intuitive and easy to get used to — a mixture of PowerPoint and timeline-based video editing software:
Image Continue reading

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Posted in Content Marketing, InfoGraphic, PowToon, Video Marketing | 1 Comment

Lead Generation from Social Media Marketing

By Bob Hebeisen

Sometimes it’s hard to tell when your social media marketing efforts result in lead generation. But sometimes it is really easy.

Day 1: Share a Blog Post to a LinkedIn Group

SM1 Continue reading

Posted in Drip Marketing, Lead Generation, LinkedIn, Marketo, Social Media | Leave a comment

7 Ways Marketing Automation Makes Life Better For Multitasking Marketers

By Bob Hebeisen

multitasking-pixabay

Image courtesy of Serena Wong / Pixabay

True story: the other day I stepped on a dead bird while walking home from daycare drop-off.

I didn’t see it because I was reading my email on my smartphone.

Multitasking can be messy!

We are all living in a multitasking world.  There is really no escaping it.  Paying half attention to where you are going might be good enough for avoiding big mistakes (like walking into oncoming traffic).  But it hardly lends itself to flawless execution.

Here are 7 ways Marketing Automation helps marketers multitask more effectively:

#1. Setting Up Marketing Campaigns For Appropriate Tracking Continue reading

Posted in Hubspot, Marketing Automation, Marketing Planning | 8 Comments

#2. Marketing Automation: A/B Testing

By Bob Hebeisen


multitasking-pixabayPart 2 of 7…
Here are 7 ways Marketing Automation helps marketers multitask more effectively:
#1. Setting up marketing campaigns for appropriate tracking
#2. A/B testing
#3. Integration with CRM
#4. Lead nurturing for better lead quality
#5. Doing the little things right, automatically
#6. Reviewing results and applying your learning
#7. Taking a moment to celebrate your successes

In the example I used earlier when discussing setting up a campaign with a poorly integrated CMS and CRM, the process was difficult and convoluted for setting up even a simple campaign.  Now, imagine you wanted to do something more interesting like:

  • Track results by source (so you could determine the effectiveness of one list vs. another list)
  • Test two different offers
  • Test an email subject line variation
  • Test a landing page headline variation
  • Test a long lead capture form vs. a short form on the landing page
  • Test different segmentation options on your lists…

Continue reading

Posted in A/B Testing, Hubspot, Marketing Automation, Marketing Planning | 5 Comments

#3. Marketing Automation: Integration With CRM

By Bob Hebeisen


multitasking-pixabayPart 3 of 7…
Here are 7 ways Marketing Automation helps marketers multitask more effectively:#1. Setting up marketing campaigns for appropriate tracking
#2. A/B testing
#3. Integration with CRM
#4. Lead nurturing for better lead quality
#5. Doing the little things right, automatically
#6. Reviewing results and applying your learning
#7. Taking a moment to celebrate your successes

Have you ever generated a ton of leads, and then proudly walked down to the sales bullpen and have your sales reps tell you the leads were junk?  Well Marketing Automation can help with that too. Continue reading

Posted in Hubspot, Marketing Automation, Marketing Planning | 6 Comments

#4. Marketing Automation: Lead Nurturing For Better Lead Quality

By Bob Hebeisen


multitasking-pixabayPart 4 of 7…
Here are 7 ways Marketing Automation helps marketers multitask more effectively:#1. Setting up marketing campaigns for appropriate tracking
#2. A/B testing
#3. Integration with CRM
#4. Lead nurturing for better lead quality
#5. Doing the little things right, automatically
#6. Reviewing results and applying your learning
#7. Taking a moment to celebrate your successes

Propel prospects down the sales funnel and along “The Buyer’s Journey” by sending them a systematic sequence of offers and content.

Another way to drive higher lead quality is through lead nurturing. After the initial lead is captured, “drip” a sequence of emails to grow the relationship with the prospect and guide them down “The Buyer’s Journey.” Pass the leads to sales only after they are mature and closer to a buying decision. Continue reading

Posted in Buyer's Journey, Hubspot, Lead Nurturing, Marketing Automation, Marketing Planning | 7 Comments

#5. Marketing Automation: Doing The Little Things Right, Automatically

By Bob Hebeisen


multitasking-pixabayPart 5 of 7…
Here are 7 ways Marketing Automation helps marketers multitask more effectively:#1. Setting up marketing campaigns for appropriate tracking
#2. A/B testing
#3. Integration with CRM
#4. Lead nurturing for better lead quality
#5. Doing the little things right, automatically
#6. Reviewing results and applying your learning
#7. Taking a moment to celebrate your successes

I was reading a Harvard Business Review article the other day and the author turned the phrase “complexity traps and kills good ideas.”  He was talking about complexities in your business model, but it is equally true for marketing execution.

If a marketer’s plate is overflowing, instead of doing all the little things right, he is likely to go into triage mode and cut some corners on things that add complexity to his task list.

Here are a bunch of things Marketing Automation does right, automatically, so there is no danger of skipping them in the interest of expediency: Continue reading

Posted in Hubspot, Marketing Automation, Marketing Planning | 6 Comments