🎓 If you want to report on the ROI of your content marketing, you need to take this course.Director of HubSpot Training Carina Duffy has put together thisIMPACT+ Procourse on theFundamentals of ROI reporting in HubSpot. Because if you can't prove the ROI of your content efforts, you're doing it wrong.
No matter what industry you're in, the premise behindThey Ask, You Answer,content marketing, or whatever you like to call it is simple — to put the right content in front of the right people at the right time.(Whether they're ideal buyers whose business you want to win or current customers you want to delight.)
For instance, yesterday, after about five minutes of quietly muttering a string of "colorful" feelings about this week's upcoming heat wave to my iPhone weather app, I opened up a care package I had received from my friend, Elisa.
Inside the box, I found this "snuggly sweater" autumn-themed 🍁 candle:
Attached to it was a note that said,"My condolences that it's still summer. Thoughts and prayers to you during this dark time."
As soon as I read it, I laughed to myself and thought,"Man, if only marketers could be this good. This is exactly how spot-on content targeting and delivery is supposed to feel."
She zeroed her ideal audience (moi) to a tee. Also, instead of tossing a half-hearted note in the box that said,"Hey, I can smell you from here; this should help with that,"she targeted her messaging to address my most pressing concerns and pain points, just like weteach our clients.
Finally, it was delivered into my hands at the precise moment my summertime angst was beginning to take hold.
In short, she made me feel understood without me having to tell her anything. She justknewexactly what I needed, when I needed it, and I love her even more for it.(Thank you, Elisa. I heart you.)
So, take note, content marketers andrevenue teams. This is how it's done. Now, go grab a scented candle and start delighting some people.
(P.S. By the way, I know my brain immediately chanting "WORK! WORK! WORK!" in response to a thoughtful gift isn't a good look for me. I'm working on it.)
👉 "We know we need videos for our product and service website pages, but what are some great examples we can use for inspiration?" (8-minute read + video examples)
A product or service videois one of the most helpful videos inThe Selling 7. It allows you to thoroughly educate your buyer about the offering so that they can make an informed decision about it for themselves in a more dynamic way than just text or photo. This can speed up your sales process dramatically without you having to do any of the work. In fact,according toone study, “84% of consumers surveyed were convinced to buy a product or service after watching a brand’s video.”And, in this article from IMPACT video editor Megan Lang,discover seven exciting, industry-crossing product and service video examples you'll want to copy for your own company.
As sales teams revamp their sales process to stay current in the remote world they're faced with a number of challenges. New sales tools and processes can help, but how can sales teams actually use them effectively to reach their buyers? HubSpot, Vidyard, and a select group of Vidyard's agency partners have created 10 video scripts and email templates for remote selling that are proven to help reach more prospects, accelerate deal cycles, and provide the best customer experience possible throughout.Get your hands on thevideo scripts and email templates you need (for free!) right now.
👉 "What the heck is a revenue team, why do we need one, and how do revenue teams work?" (8-minute read)
Up until very recently, I've very rarely been satisfied by think pieces declaring they contain the secrets of how to solve for sales and marketing alignment. Often they'll include a half-hearted list of surface-level tactics, like:"Hey, have you considered like... not rolling your eyes in conversations with sales teams?" Then IMPACT Lead Digital Sales and Marketing Coach Chris Marr had us create something called a revenue team at IMPACT. And, since that moment, my alignment world has been rocked.In this super-tactical article from yours truly (with some key assists from Chris),get the inside scoop on what a revenue team is, why every company needs one, and how they should operate for the best results.