4 Secrets to B2B SaaS Growth

shutterstock_613464041.jpgB2B SaaS growth can be an intricate puzzle. Growth requires going beyond customer acquisition — though that’s an important element of success. It requires communication, retention, teamwork, alignment, and so much more. But that doesn’t mean it’s a puzzle you can’t solve. Today, we’re going to dive into some of the secrets of growth that fall outside the normal discourse of lead generation and team alignment. Read this post and you’ll be ready to start putting together the pieces.

1. Understand Your Niche

Ready-to-use SaaS products service a specific need — they’re more enticing than creating software or purchasing an in-house product, and versatile enough to offer a comprehensive solution but still specialized enough to provide a unique value proposition. For these reasons, SaaS products, when correctly marketed and sold, can be in extremely high demand. And it’s hard to be successful as a SaaS company if you spread yourself too thin. In other words, if you try to offer a wide range of basic functions rather than a limited range of exceptional functions, you may overextend.

For every SaaS company, there’s a balancing act that needs to occur in order to be successful. To find your niche, consider the level of competition in your target segment, how penetrable the market is and if your product offers anything new (or addresses a different audience). Constantly re-evaluating your market and your product’s position within that market is key to growing in the right direction.

2. Nurture a Strong Partner Network

Nurturing strong relationships with businesses that leverage your product is a great way to increase revenue without spending more money upfront. But cultivating strong partnerships requires time and energy, so it’s important to focus your efforts in the right place.

First, determine the traits you’re looking for in a co-marketing partner. How many customers does your ideal client have? What size is their company? What industries do they serve? You should also ask yourself what types of partnerships you want to avoid. Learn more about what potential partners do and how best to approach them. For any partnership to be successful, it must be viable and mutually beneficial — whether that means revenue sharing or some other indirect benefit. If you identify possible challenges upfront, it will be easier to adapt your model accordingly. Partnerships can be either low-touch or high-touch; advocate partners require less interfacing than do strategic partners who are working with you to achieve a common goal — though both types of partnerships offer unique value.

While no other business is going to do all of your promotion and selling for you, it may significantly extend your reach and customer network. Kissmetrics’ partner network helped them increase their user base by 1,000 percent in six months. They transformed from a small B2B startup into a recognizable industry player and name.

Download The Definitive Guide to SaaS Marketing to learn actionable ways to  grow your business.

3. Connect key Business Metrics to Product Development

One of the best ways to ensure that you’re keeping your customers satisfied and creating the best product for your target market is through agile development in small increments. The beauty of cloud-based SaaS products is the ability to perpetually update and test out new features on an active customer base. This ability allows you to solve for challenges in real-time, as long as you keep careful tabs on the evolving needs and pain points of your customers.

Tracking key business metrics can give you a better sense of whether your product is being used as intended. What functions are used most frequently and what features aren’t gaining traction? What are possible reasons for this experiential gap? Customer satisfaction surveys and outreach are also great ways to evaluate the effectiveness of your product in order to make the most essential improvements. They key with metric and feedback driven growth is constant testing and reevaluation: customer needs are perpetually changing, and the best tech responds to those changes in real time.

4. Teach Prospects How to Succeed

SaaS products are meant to be easy to use and efficient, which, in business, equates to time and money saved for your customer. In order to ensure widespread adoption of your product, it’s important to teach customers how to use it to the greatest effect — whether that’s through consultation services, in-product chat features, blog posts, new feature tutorials, training videos, email workflows or certification courses.

These customer support services should focus on delighting and empowering customers, but should offer more value than simple operating instructions. The most effective and “sticky” educational features teach prospects how to be better at their jobs, in addition to teaching them how to use your software platform successfully. After all, even the most innovative software isn’t a cure-all— it’s a tool intended to accentuate strengths and enable users, but it cannot stand in for talent and industry expertise. What better way to ensure customer loyalty than to offer your customers all the tools and information they need to succeed in their position? Drawing the link from your product to real strategies and human processes gives it greater staying power and relevance.

For example, Hubspot offers a “Hubspot Academy” feature, a section of their SaaS platform devoted to helping customers grow and become more savvy, successful marketers.

As you can see, there are a multitude of ways to grow your SaaS business, from sales and marketing alignment strategies to KPI creation and connection with the product. With the secrets outlined above on your side, you’ll be a step ahead of your competition right out of the gate.

saas-marketing-guide

 

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4 Major Building Blocks of Account-Based Marketing Strategy

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Today’s marketers are constantly looking to adapt on the fly, remain data driven, and learn not only the most cutting-edge techniques, but also the most effective ones. Account-based marketing can help you achieve all three goals. If you’re a marketer looking to implement account-based marketing within your organization, and aren’t sure what you might need structurally in order to move in that direction, we’re here to help.

Inbound marketing can be the demand generation engine behind your revenue team, but implementing an account-based approach can drive that machine to run at the next level. We’re not saying one methodology is better than the other, but if you can run your inbound AND account-based efforts in tandem, you’ll be running one powerful system.

We won’t discuss how to execute ABM’s famously creative, “land and expand” style campaigns in this post, but we will set you up for success when looking to add ABM to your marketing strategy.

This is not an exhaustive list, but here are four critical items to be mindful of:

  1. Your ideal customer profile
  2. Organizational account-based mindset
  3. Clean and aligned CRM data
  4. Reporting infrastructure

The Profile (NOT Persona)

The ideal customer profile can unequivocally be called the cornerstone of ABM. It’s different than a buyer persona, and is built on firmographics. But how do you get there?

Analyze your current customer base. Which accounts have been your most loyal and have the highest lifetime value? What makes them so profitable for you? Examine the trends. Most companies have a general, qualitative idea of what makes an account a great fit for them, but we suggest taking this idea to the next level of granularity. Is your organization effective at closing startups? Do your products/services lend themselves to serving customers in the health care space?

Once you identify where your key accounts are by examining patterns in your customers, use those data points to create a list of criteria that define what your ideal accounts are. Here’s an example:

  • Company size: 1 – 30
  • Industry: Health care
  • Website tools: Google Analytics
  • Marketing automation: HubSpot

Download the CMO's Guide to B2B Marketing Attribution

The Mindset

No matter where your marketing and sales teams stand currently, you’ll be faced with some adversity in driving adoption of an account-based approach. Establish a mindset across your company that focuses on firmographics (demographics about a particular company) rather than exclusively on persona-based pain points. Certainly don’t neglect where your leads are feeling pain — we still want to help them with those pains! Nevertheless, when adding ABM to your programs, direct focus toward customer profile realities like industry, company size, etc. from the earliest stages of the marketing process to help drive alignment.

Are your business development reps targeting particular job roles in their outreach? Are they segmenting their leads by persona? If so, they’re not too far from having the mindset they need for ABM. Segment their leads by criteria that you’ll find in your ideal customer profile!

Define the ideal customer profile and distribute this profile in writing to the sales AND marketing teams. Be sure to take their feedback on this profile and give your teams a voice in the process. Transparency breeds cooperation as well as alignment. After all, both teams are focused on the same thing: bringing in new customers!

The Data

You may end up realizing that your CRM simply doesn’t have these critical firmographic data points right now. Perhaps your team hasn’t been quite as vigilant as you might’ve hoped…

Don’t fret! These are data points that you can have your team go out and get via LinkedIn and other online sources. Make the effort twofold: yes, you should be getting account data to create your ideal customer profile, but you should also be thinking about adjusting your marketing and sales processes. Your goal is to be able to continue to get this information — and report on it — going forward.

Running inbound in tandem with ABM poses some database challenges. One such example is when a contact moves lifecycle stages. You’ll need to ensure that the company lifecycle stage moves in parallel and then pushes out that same stage to all related contacts on that account.

Tying your contacts to the appropriate account, and, more critically, to the right opportunity/deal, is critical in order to follow the touchpoints that marketing has hit on a given account.

The Reports

In the end, every executive team wants to see ROI. Keep a close hand on marketing spend when utilizing an ABM campaign, or you won’t be able to see the impact your marketing team has on actual revenue.

Measuring marketing attribution during ABM campaigns can seem like a difficult hoop to jump through as well. Defining what type of attribution model you’d like to follow from the get-go is crucial. Choose from the following:

  • First-touch
  • Last-touch
  • Multi-touch (U-shaped, W-shaped, Full path, etc.)

Fortunately for marketers everywhere, we don’t have to do attribution alone. Our friends over at Bizible provide the insights into the multi-touch models that many demand generation professionals desire — all while tracking to revenue.

ABM doesn’t only impact your marketing team. When you implement ABM, keep an eye on your sales team’s close rates and sales-cycle length. Is the sales cycle slowing down because of targeted accounts making it down the funnel? Are you closing more deals because the account-based approach is more targeted? These metrics will provide justification for your account-based efforts, and further align marketing and sales teams who have clear, transparent and shared definitions of the ideal customer profile.

Implementing ABM can seem rife with obstacles — especially if you’re integrating ABM with inbound. But it’s not all challenge after challenge. By addressing the four building blocks in this post, you’ll set your teams off on the right course, and you’ll be able to continue to diversify your marketing strategy while practicing organizational agility.

CMO guide to B2B attribution modeling

 

How to Implement Facebook Lead Ads in Your Inbound Strategy

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Facebook Lead Ads allow you to serve gated content to a target audience and collect information in an efficient and secure way. Like website-based gated content offers, lead ads offer value in exchange for certain information (name, business, contact info, etc.), but they differ from gated web content in a few key ways.

Advanced Audience Targeting

First, serving gated content on Facebook allows you to expand your reach beyond your existing marketing channels. Facebook represents a massive, far-reaching and diverse data source. Its users span continents, cultures and demographics — and Facebook’s advanced data collecting and filtering capabilities allow marketers to define the parameters of their target audience.

Autofill Form Options

Our phones have become one of the primary ways we connect, share and access information. Today, most people expect to be able to view and browse web content seamlessly from their smartphones — but logistically, this has made it more difficult for businesses who are looking to inspire greater engagement and collect information from leads via mobile. Form fields have historically deterred greater engagement from leads who are accessing sites via their mobile device. After all, clicking into separate text boxes and manually inputting information from a mobile phone can quickly become a hassle. Furthermore, the likelihood of a lead submitting a form with typographical errors is significantly greater when they’re using a mobile device (especially when you factor in autocorrect).

When a user clicks, Facebook Lead Ads will autofill the appropriate form fields with thei contact information, increasing the likelihood that they’ll follow through with the offer and ensuring greater accuracy of data collected. Leads are still given the option to edit their information before submitting it, so privacy is maintained without sacrificing ease and efficiency.

Setting Up Lead Ads

The best way to collect information via Facebook Lead Ads is to sync them with your business’s CRM solution. Hubspot’s CRM directly integrates with Facebook, allowing users to set up lead ads from within their own HubSpot portal. Syncing lead ads with your CRM will allow you to collect and view information in real time, so you can quickly respond to leads and make changes to ad offers when necessary.

Facebook allows you to dictate what form fields a given lead ad will request and what content you’ll offer, and lets you define the scope of your target audience. The plethora of data Facebook collects from its users enables you to be specific as you want in your targeting efforts. For any lead ad, you can build your target audience by demographic filters (education, financial standing, life events, political affiliations, relationships), interests (business, entertainment, fitness, sports, hobbies, technology) and behaviors (anniversary, B2B, consumer classification, digital activities, purchase behavior, travel, job role, etc.). Not only does this let you target specific buyer personas, but it also provides a way for you to gain greater insight into those personas. What ads and offers do they respond to? What audience engages most with an offer? Evaluating how different target audiences respond can help inform your lead ad strategy (and overall marketing strategy) moving forward.

Though Facebook Lead Ads never lead away from the Facebook site, they do generate an inline thank you message and provide a link to your website as a CTA following form submission.

Best Practices

As with all gated content offers, it’s important to make sure that the value offered is proportionate to the value requested in the form. Even with autofill options in place, asking for a large amount of information in exchange for a one-page ebook creates a sense of incongruity that can start a relationship off on the wrong foot.

Like other digital marketing campaigns, Facebook Lead Ads allow you the flexibility to conduct A/B testing. You can serve the same ad to different sets of audiences and measure their subsequent engagement to determine which offers resonate with each audience. Conversely, you could serve different lead ads to the same audience to determine which offer gets the highest response. The nature of A/B testing dictates that you should run each ad for a set period of time and focus on manipulating only one variable at a time to get the most accurate insight into cause/effect. If you’ve never run Facebook Lead Ads, it’s best to start with a smaller budget ($500 or less) and run ads for a fixed interval of somewhere between two and four weeks. Social advertising is similar to display network advertising in that a small budget can go a long way — a budget of $500 over a four-week period should — at the very least — provide you an adequate sample size from which to draw insight.

How To Effectively Leverage Video Content in Your Marketing and Sales Strategy

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We’ve said it once and we’ll say it again: creating video content is no longer an option — it’s a necessity. Consumers are demanding high quality video at an ever-increasing rate. If you haven’t started producing video yet, it’s time to start. Yes, making video takes time and money, but the returns far outweigh the costs. Though creating video is in by no means an easy feat, this an exciting opportunity for inbound marketers because video content can be effectively leveraged at every stage of the marketing and sales funnel.

What sets video apart from text-based pieces of content is its unmatched ability to produce valuable insights. Because video is streamed media, you can harness comprehensive data about your users’ behavior that you can’t get with only images and text. No longer are you limited to interpreting just page views and click-throughs. With video, you can see if a user clicked play, how long they watched, if they skipped around, if there were parts they replayed, or if they watched it multiple times. Having access to this kind of data will help you better optimize and interpret the behaviors of those viewing your video content. Video insights offer an in-depth measure of user intent that blog posts, ebooks and whitepapers just can’t provide.

Video for Sales

Traditionally, we see video content being used exclusively for lead generation, but it shouldn’t stop there. Video is a great way to nurture leads through the marketing and sales funnel and convert them into customers. Sales professionals can use video to enrich their sales conversations and establish meaningful personal connections. Instead of reaching out to a lead with a boring email template or leaving a scripted voicemail, sales professionals can easily use their webcam to a record a personalized video message.

Providing leads with the ability to actually see the person who is trying to sell to them establishes a valuable personal connection that a phone call just can’t compete with. We all know that personalized content resonates with consumers, so imagine their reaction when they receive a custom video message directly from their point of contact at your company, specifically addressing their goals or pain points. That level of personalization can’t be ignored. Even better, it’ll take your sales team practically no time to create. A quick, five-minute webcam video is all it takes to establish that personal connection and show a lead that you are eager to help.

Download: Free Video Strategy Workbook

Once that personal connection has been successfully established, sales professionals can continue to use video content to effectively supplement their sales conversations. Rather than sending your lead a dull data sheet or lengthy case study that they’ll likely only skim over, show them why your brand is the best choice. Provide them with compelling video content to illustrate how your product can be an effective solution to their problem. Arm your sales team with high quality, educational video content to enhance the way they engage with leads and drive conversion.

Aligning Video Content with Your Marketing and Sales Funnel

Top-of-funnel video content is going to be the quickest and easiest to create because it complements the very first stage of the buyer’s journey, the awareness stage. Create educational video content that can help the buyer in their research process. “Explainers” and “how-to” videos are excellent examples of great top-of-funnel video content.

Case studies, testimonial videos and product webinars are perfect for your middle-of-funnel efforts. At this stage of the buyer’s journey, the buyer is evaluating all of the potential solutions to their problem. Make sure your video content clearly conveys the value of your product and how it can be used as an effective solution to your buyer’s problem.

Bottom-of-funnel video content is going to be the most time consuming to create, but it will boast the highest returns. Product demos and interactive live streams are perfect for urging the buyer through the final stage of the buyer’s journey and closing them as a customer. Being that this is the most crucial part of the sales process, it is essential to make sure your video content mirrors the significance of this stage. Provide the buyer with the essential information they need to make that final purchasing decision.

Video is highly effective for boosting engagement in today’s attention poor economy. It’s becoming harder and harder to get people to take notice. With the enormous surplus of information constantly being presented to them, it’s hard for consumers to delegate their time and attention. Overcome this barrier by creating compelling video content. It can help you stand out among competitors, establish a personal connection with viewers, and convey your message clearly and effectively.

If you don’t have much experience creating video, it can be tough to know where to start, let alone how to integrate it into your content strategy. But creating excellent video content doesn’t have to be hard. Start small and work your way toward more complex pieces of content. Video can be seamlessly folded into your existing inbound marketing and sales strategy, as long as you follow video production best practices.

simple video strategy guide

 

Why creating Great website content requires Professional Copy

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There’s nothing quite like a great piece of writing. Truly excellent copy compels you; it moves you to take action. Great writing can consume you, teach you, change you. And bad writing? Well, that can have the opposite effects. It can bore you, conceal meaning, and — perhaps the worst outcome of all — leave you feeling utterly indifferent.

In the age of words on screens, writing is more present in our lives than ever. We use copy to understand what we buy: how we’ll use it, if it matters, why it matters. We devour it to make sense of a simultaneously shrinking and expanding world. In business, great copy fuels purchases. Advertisements, blogs and websites act as the draw for your future customers, giving them all the insight they need about what matters most to your company, and about how they can find value in what you do or make. That’s why it’s up to you to ensure your site copy is flawless — emotionally compelling, conversion-focused, and detailed but true to your brand. Anything less simply isn’t good enough.

Here are six reasons why professional content is a must.

Professional Site Content: Your First Requirement

It’s easy to enumerate the elements of a site redesign or improvement: you need development, you need design, and you need content. Development and design usually go straight to an outsourced group of professionals; after all, a new site demands resources and technical capabilities within given software that your team may not possess. But all of you know your business, and all of you know English and how to type; naturally, copy and content are often left off the list of outsourcing requirements.

No more! Reason number one? It takes a lot more time than you might be anticipating.

1. Your People are Great at Their Jobs

And they should do those jobs! Just imagine if you asked one person on your team to tackle the task of site copy. For a 30-page site, they would need to audit, write and edit for about 70 hours — potentially more, depending on the design and development process you’ve established. That’s almost a full two weeks of not performing the important roles they take on to keep your business running well and your customers happy. And because site projects usually don’t last just one week, the very ideas behind the project can consume your employee for a month or more, limiting productivity elsewhere.

Download our free eBook to learn the 10 essential elements of a successful  website redesign.

2. Spelling Mistakes Cost Millions

No, seriously. According to a web analysis by Charles Duncombe, and reported by BBC in 2011, spelling mistakes deter buyers through fueling loss of credibility, costing the UK millions. This theory makes sense; after all, do you trust companies that make blatant errors in their site copy? It shows a lack of care, which consumers might reasonably expect to extend to product quality and experience.

We aren’t saying your employees can’t spell. But we are saying that you have a much better shot at catching typos and errors if you’ve got a professional, trained writer or editor on hand.

3. Conversion is an Art

Web copy should never just convey information (though it should do that, too — and clearly). It should move your visitors, shape and define their experiences, guide them and teach them. Importantly, it should also benefit your business.

Conversion copy is a particular skill. Like conversion-focused design, it requires practice and keen awareness of your users and their desires and pains. Done correctly by a conversion professional, site copy will increase traffic, increase conversions and bring home the ROI.

4. Your Competitors Have It

It’s possible that some of your competitors have cruddy garbage bunk for copy. But the ones that know their worth will opt for professional services and focus on conversion, giving them the edge in the online marketplace.

Don’t allow cruddy garbage bunk copy to creep onto your website. Your business should accurately and adequately reflect its value on every channel, lest you fall behind your competitors who are doing copy right.

5. SEO Still Matters

Not every content creator is versed in SEO. But every good website and conversion content creator should be. If your site doesn’t have the right strategy and execution to appeal to search engines, you could miss out on qualified and interested visitors who simply can’t find you in a sea of options. You can’t stuff keywords onto the page and into the information and hope for the best. It just doesn’t work anymore. Instead, detailed research on your personas‘ desires and an expertise in using search-friendly language naturally and effectively are required.

6. Site Projects are Content Projects

When it comes down to it, every site project is a content project. Period. Your best site — the site that reflects your brand, responds to your prospects’ needs, and acts as your number one salesperson — can only be created through a careful content analysis and conversion mapping process. Content is the cake and copy is the frosting. And your customers are demanding both.

To learn more about site projects and how you can grow your business with a robust, eloquent and conversion-focused web presence, download the ebook below.

 

download guide to redesigning your website

​Key Takeaways from INBOUND 2017​

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INBOUND 2017 has officially come to an end. It was an amazing four days full of learning, networking with awesome people and discovering innovative content. While the 21,000 marketing and sales professionals who attended offered their own valuable insights, there were three key recurring themes: video, artificial intelligence and Facebook. Here are the top takeaways from INBOUND 2017 and what they mean for the future of marketing and sales innovation.

Messaging Channels and Chatbot Technology

Messaging platforms are proving to be a promising emergent media channel for inbound marketers everywhere. Messaging technology will allow marketers to reach users where they’re already spending the majority their time. Facebook Messenger sees upwards of 70 million users every single day; we would all be crazy not to take advantage of this rising channel.

With chatbot technology, users can interact with your business at a high level without ever having to leave their chosen messaging platform. For some marketers, this might be a scary idea, but it shouldn’t be. Nobody wants to be dragged out of their browsing session and taken to an outside website! It’s disruptive at worst and inconvenient at best. By allowing prospects to interact with your brand from the comfort of their favorite platform, you can enhance their user experience and consequently drive conversion.

Download our Ultimate Guide to Inbound Marketing to learn how to build a  successful, optimized strategy.

Chatbots can provide the user with valuable information to help urge them down the sales funnel nearly instantly. Rather than searching around your site or waiting for a sales representative to get in contact with them, users can interact directly with your chatbot to receive essential information on the spot. By streamlining the buyer’s journey using a chatbot, you’ll be able to help your users quickly access the information they need within the platform they prefer.

Building a chatbot sounds like a daunting feat, but it doesn’t have to be. With HubSpot’s recent acquisition of Motion.ai, building a chatbot is going to be easier than ever before — no programming required. Through the use of Motion.ai, HubSpot is already implementing chatbot technology on their Facebook page, and it’s pretty awesome. Even better, HubSpot is currently in the process of integrating Motion.ai technology into its marketing platform, so you too can create a personalized chatbot in the near future.

The takeaway: The chatbot train is here. All aboard. 

Video

B2B consumers are getting bored of white papers, ebooks, templates and guides. It’s time to give them what they want: digestible, intriguing video content. As many marketers have begun to notice, there is an ever-increasing demand for video. Consumers can easily stream high quality video on any device, no matter where they are. With this increased accessibility to video content, it’s no surprise that users overwhelmingly prefer to consume media in this form.

This preference poses a huge problem for marketers: good video is costly and time consuming to produce. It also poses a huge opportunity: video content can be effectively leveraged at  every stage of the funnelExplainers and “how-to” videos make perfect top-of-funnel content, case studies and testimonial videos are perfect for your middle-of-funnel efforts, and demos or interactive live streams are great for the bottom of the funnel.

If you’re producing video, it’s essential to make sure you are following video production best practices. Don’t be afraid to outsource your video efforts if necessary. Paying to produce high quality video will be well worth the money, especially considering the current trends.

The takeaway: Video is an expense, but a worthwhile one — and it’s getting easier to create.

Facebook and Lead Ads

B2B marketers often make the mistake of dismissing Facebook as a viable platform because they assume their target personas are spending their time on more business-oriented channels like LinkedIn or Google+. What they’re forgetting is that decision makers are people too. CEOs use Facebook to share photos of their pets, like memes and keep in touch with friends and family — just like everyone else does.

This may come as a shock to many, but Facebook is the preferred social platform for consumers worldwide, business decision makers included. The question is, how do we effectively transition a platform traditionally used for personal use and B2C conversions into a platform that can be effectively used for B2B conversion? Through Facebook Lead Ads, that’s how.

Facebook Lead Ads are here and they’re going to be revolutionary for B2B social media conversion. As normal, users are served your ad, which allows them to sign up for more info or request something from your business. But here’s where it gets exciting: Facebook has created a way to streamline the worst part about lead generation: filling out tedious forms.

When they click on your lead ad, users will be taken to a form that has been auto-filled with information from their Facebook profile — such as their name, number or email. From here, the user simply hits “submit” to complete the form and become your newest lead. With Lead Ads, users can convert on your form in less than two clicks. Of course, you can customize your Facebook Lead Ad and add fields as you’d like, but the essential contact information will be covered by Facebook, making the process a whole lot simpler for your new potential customer.

To make things even easier, you can now seamlessly integrate Facebook Lead Ads with your HubSpot portal. Once your prospect hits submit, their information is automatically imported into your HubSpot CRM. You can even build smart lists or set up a remarketing audience.

The takeaway: Your ads need a presence on Facebook, but you still need to generate leads. Now you can have both. 

If you’re ready to get started on using some of the new tactics highlighted here, or just feel ready to dive deep into inbound marketing like we did last week, start by reading our guide. 

 

Free Blogging Editorial Calendar Template

Must See INBOUND 2017 Sessions for Inbound Marketing Tips, Tricks and Hacks

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We are less than a week from HubSpot’s INBOUND 2017 and we could not be more excited. We are big proponents of planning out your sessions in advance so you can get the most out of your INBOUND 2017 experience. Pick and choose sessions based on your interests, goals and challenges. Making a schedule of sessions to attend will set you up for educational and networking success.

As marketers, we’re always looking for new ways to streamline and optimize our processes. Check out our selection of top sessions for useful inbound marketing tips, tricks and hacks.

Schedule a time to meet with New Breed at INBOUND 2017

Tuesday 9/26

26 Words & Copy Constructs that Instantly Make You More Persuasive | Tuesday, Sep 26, 4:15 PM – 5:00 PM | Register Here

Whether you want someone to open your email, click on your ad, consume your content or contact your company, words matter. Why? Because in-market tests and scientific research both confirm that certain words wield more power. And how you word something determines how people respond to it. Nancy Harhut, CEO of HBT Marketing, reveals eye magnet words, compliance triggers and 24 other secrets (one for each letter of the alphabet) that’ll make you an instant master of persuasion.

4 Steps to Creating Explosive Success with Content Marketing on LinkedIn | Tuesday, Sep 26, 11:45 AM – 12:30 PM | Register Here


Viveka von Rosen, co-founder and chief visibility officer at Vengreso, covers the blueprint needed for LinkedIn content marketing success. By the end of the session you will walk away with:

• A better understanding of the relationship between your current marketing and LinkedIn publisher strategies
• A blueprint to amplify your content marketing presence
• The ability to drive more traffic and business to your own media platforms: blog, podcast, website and video channels

Top 10 Types of Video for Every Stage of the Buyer’s Journey | Tuesday, Sep 26, 1:00 PM – 1:45 PM | Register Here

In this session, Jeremy Pryor, CEO of Epipheo, will cover the 10 essential types of videos you need to create to ensure your prospects turn into profitable customers — including The Demand Generator video, the Social Cyclone video and the Tipping Point video that turns the curious into customers. You’ll also learn when to implement a thought leadership campaign,

Wednesday 9/27

47 Tips (Yes 47!) for Better Videos | Wednesday, Sep 27, 11:45 AM – 12:30 PM | Register Here


Video is undeniably huge right now. You can work with partners or agencies to create video content, but it will cost a good amount. If you want to develop your own video content, what do you need to know? In this practical and high energy session, Matthew Pierce, learning and video ambassador at TechSmith Corporation, brings 47 practical tips that you can use today to start creating your own video content.

A/B Negative: Succeeding with A/B Tests That Don’t Seem to Work | Wednesday, Sep 27, 1:00 PM – 1:45 PM | Register Here


Daniel James, manager of content marketing at Rakuten Marketing, delves into the world of A/B testing. Learn how to make A/B tests work for you by discovering how to identify what your inconclusive results tell you about your group, how you can improve your own tests from the failures you experience and more. 


The Top 10 Facebook and Twitter Content Promotion Hacks of 2017 | Wednesday, Sep 27, 3:30 PM – 4:15 PM |
 Register Here

Larry Kim, founder of WordStream, Inc., will be sharing unusual tips, strategies and processes for getting 10-100x more value from paid ad campaigns on Facebook, Twitter, Taboola, Pinterest and other networks. He’ll teach you how to drive exponentially more traffic to your content and convert 3-5x more of those clicks into leads and sales — for less than $50 per campaign.

 

Thursday 9/28

How to Create Epic Social Media Visuals | Thursday, Sep 28, 1:00 PM – 1:45 PM | Register Here

Nadya Khoja, VP of marketing at Venngage, will teach attendees how to create engaging images for Twitter, Facebook, LinkedIn and Instagram. You’ll learn how to identify your top performing content and maximize social reach by leveraging the help of social media influencers.

How to Scale Marketing 200% with No Budget | Thursday, Sep 28, 10:30 AM – 11:15 AM | Register Here

Ryan MacInnis, director of marketing at Voysis, goes over strategy and tactics on how to execute on a marketing plan that can take your business to the next level. You don’t have to be a startup to think and grow like one.


The SEO Traffic Secret: How to Target Non-Branded Keywords | Thursday, Sep 28, 10:30 AM – 11:15 AM |
 Register Here


Susan Wiker, Associate Director of SEO at Huge, will teach attendees how to parse search intent and anticipate sequential queries that can lead to better brand awareness and more conversions, regardless of your marketing budget.

See You at INBOUND 2017!

Be sure to catch some of these awesome, growth-hacking sessions and don’t forget to stop by the New Breed booth in between!

Book a Meeting with New Breed