#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 | 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 | 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 | 6 Comments

#6. Marketing Automation: Reviewing Results And Applying Your Learning

By Bob Hebeisen


multitasking-pixabayPart 6 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

When multitasking marketers are juggling too many balls at the same time, usually the first thing that falls to the floor is analyzing results.  Marketing Automation helps in two ways. Continue reading

Posted in Hubspot, Marketing Automation | 6 Comments

#7. Marketing Automation: Taking A Moment To Celebrate Your Successes

By Bob Hebeisen


multitasking-pixabayPart 7 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

Marketing is a tough job because there are few opportunities to be the hero and lots of opportunities to be the goat. Continue reading

Posted in Hubspot, Marketing Automation | 6 Comments

3 Things An Indie Rocker Can Teach Us About Content Marketing

Gawker.com: Gotye Uses Fan Interpretations of ‘Somebody That I Used to Know’ to Create the Ultimate Cover

Gawker.com: Gotye Uses Fan Interpretations of ‘Somebody That I Used to Know’ to Create the Ultimate Cover

By Bob Hebeisen

I clicked to a great post today on Gawker.com entitled “Gotye Uses Fan Interpretations of ‘Somebody That I Used to Know’ to Create the Ultimate Cover.”

Gotye (aka Wouter “Wally” De Backer) is the musician/singer/song-writer responsible for the popular indie rock hit “Somebody That I Used To Know.”  When he published his music video on YouTube, his fans loved it so much that many of them published “responses” to his video where the fans sang and/or played their own interpretations of Gotye’s song.

What Gotye did that was so brilliant is he then took a bunch of those interpretations, sampled them, and spliced them together into what Gawker is calling “the ultimate cover” version of the popular song.  And it really is quite amazing!

It struck me that there are a number of content marketing best practices at play here:

1. Re-tread existing content to freshen up stale subject matter

The original song is terrific, sort of the the 2011 equivalent to Human League’s “Don’t You Want Me.”  I loved it when it first came out.  But to be honest with you, the original song and the popular dance radio remix have gotten so much radio play that I am kind of sick of it now.  I often find myself changing channels when it comes on the radio.  But I took a chance and clicked the play button on the Gawker article, and I’m glad I did because I really couldn’t keep my eyes off it once it started playing.

In the marketing world, you can re-tread existing content to use it in many different ways.  For example…

  • Conduct a live webinar.  Promote the webinar and drive leads by asking viewers to register.
  • Post the webinar slide presentation on SlideShare.
  • Record the webinar and post it on your YouTube channel.
  • Be sure to type up a transcript of the webinar and post it on your website and in the YouTube description for maximum SEO value.
  • Put a landing page on your website with a lead capture form in front of the recorded webinar and then do lead generation email marketing and social media marketing to drive people to the landing page.
  • Blog about the webinar you conducted. Maybe do a series of blog posts one for each major point you made in the webinar.
  • Take the same webinar content and presentation deck and use it to create a white paper or e-book.
  • Create a landing page with a form and then do lead generation activities to promote the white paper or e-book.

Re-treading your content — publishing it in many different formats as described above — allows you to extend the life of the content you create, just like re-treading a tire allows you to extend the life of tires that are worn out.  It also provides massive SEO value, and gives your prospects the opportunity to consume your information in whatever format they prefer.

2. Distribute the burden of content creation

Content creation is hard (even if you are epically creative like Gotye).  Don’t go it alone.  What Gotye has done here is essentially he has leveraged content created by others and published it as something unique and interesting.

You can apply this concept in the Marketing world in a couple of ways.  First, get as many people in your organization as possible involved in content creation.  Look at how many different authors there are on the HubSpot and ConstantContact blogs.  They’ve done a great job of mobilizing everyone in their organization into an army of content creators.  This ensures they have a steady volume of blog posts, infographics, e-books, tweets, etc.  And it also gives employees the opportunity to be the stars, to showcase their knowledge, and to build their own personal brands.

Another way to distribute the burden of content creation is through content curation.  Source the best articles on a particular subject matter created by others, and put them together in a magazine-style blog post.  Here’s an example of content curation I created recently: Boston Marketers Digest.

3. Thank and acknowledge your followers and fans

Gotye provided full credits for the content he used to create his mash-up on his own blog.  Imagine how thrilled his fans must be to see their own tributes to Gotye used like this by the artist they love!  This is a great example of what I call social media currency at work.  We all want to see our content acknowledged with comments, likes, shares, retweets, etc.  And it is an exercise in reciprocation: do unto others as you would have them do unto you.

So please go ahead and share this blog post, and I will be sure to thank you for it and I will reciprocate if I can!

Posted in Blog, Content Curation, Content Marketing, Lead Generation, Search Engine Marketing, Webinar Marketing | Leave a comment

BostonMarketers Digest 2012-07-25

BostonMarketersBy Bob Hebeisen

Some of the smartest marketers on the planet hail from right here in New England.

Top stories in this issue from Ryan Pinkham of Constant Contact, Danielle Laurion of Overdrive Interactive, Altaf Shaikh of ListEngage, Harbal Singh of Tubifi, HubSpot, Percussion Software, and NEDMA.

Subscribe to the BostonMarketers Twitter list I’ve curated.

Click to view this issue Boston Marketers Digest

I used a content curation tool called scoop.it to create this issue, let me know what you think.

Posted in BostonMarketers, Content Curation, Email Marketing, Facebook, Hubspot, LinkedIn, Marketing Automation, Twitter, Video Marketing | 1 Comment