are you leveraging every contact to help engage your alumni donors? schools have long recognized the development potential of alumni reunions. they dedicate considerable resources to encourage participation (and associated giving). there is no reason, however, why other events to which alumni are invited cannot also become cultivation opportunities. Continue reading
hubspot is preparing for an initial public offering and with it, corporate validation of its inbound marketing philosophy. hubspot’s talking heads and their adherents condemn traditional marketing tactics, like advertising, telemarketing, and campaigns built on mailing lists, as “interruption marketing.”
now, however, critics are calling out the marketing automation firm for failing to walk the inbound walk with its own marketing. critics are asking the wrong question when they ask if inbound marketing can be profitable or why hubspot doesn’t rely solely on inbound tactics to build its business.
the real question:
does inbound marketing generate better leads?
headlines about the ROI of this or that marketing effort disguise the reality that marketing is not a question of profitability, but one of efficiency. marketing only gets prospects to the door. I am sure there are product categories where “getting found” is all it takes. I don’t know any offhand, and I know for sure I’ve never worked on one. For most of us, especially in the business-to-business arena, there’s a courtship dance of varying duration and complexity. that dance determines profitability.
want to evaluate inbound marketing?
ask these questions:
- do inbound tactics attract more leads than traditional methods
- do more of those leads close
- do they make the sales process easier
- do they result in an easier sale and/or higher price point
responsive design is hot lately, and justly so. making your website or email more accessible for visitors, however, can have negative consequences. visual content is not necessarily responsive visual content. how can we adapt our beautiful content for a responsive internet?
responsive design and visual content are both intended to increase the effectiveness of communications by making content more accessible. historically, however, visual presentation has optimized content for understanding in a single, static format. responsive design, on the other hand, uses multiple formats to accommodate the ways users access that content. companies like lemon.ly and tools like chartist are starting to provide ways to ensure all your content is effective on any screen size. Continue reading
from the hubspot forums, a query about why we’re not supposed to pitch visitors on the page of arrival. “why not put a form right on the initial landing page with the related content?” why indeed.
first, think about why visitors arrive at a certain page. the tenets of inbound marketing hold that visitors seek information – content that answers a question. how many arrive hoping to get a sales pitch right out of the gate? and how soon is too soon to give our guest a little shove down the funnel?
hubspot makes it easy to add social sharing links to emails, blog posts and webpages so readers can pass your content on to their peeps. it’s a great way to expand your marketing reach beyond your immediate network. it’s also even more incentive to make your content worth sharing! make your sharable content work even harder with an easy tweak that will get your message in front of even more of the people you most want to reach, whether the fan of your content has ten followers or 10,000. insert hashtags in your hubspot social sharing links. Continue reading
b2c email has one purpose – to elicit an action. effective email content facilitates that action. It might be a promotion alert. It might be news about a related product or service. it might be obvious like a supermarket flyer, or more subtle, like a company newsletter. whatever – just make it easy for email recipients to do what you want, and more of them will do it. sounds simple, right?
exec summ: bugs in hubspot’s unsubscribe process can result in hubspot ineligible customers who cannot receive any email if you also use their system for non-promotional communications. here’s how to determine the extent of the issue with your client base, as well as some ways to reduce the number of lost sheep…er, disconnected customers. update: I spoke with the guy who developed hubspot’s email product, who confirmed he built the service specifically for marketing. he acknowledged the existing customer issue and hinted at changes coming soon. I have been a huge fan of inbound and hubspot for years. I inherited a lovely (but mostly unused) hubspot setup when i started my current job, and the reality is even better than i imagined. I plan on several posts on how I do things with the system that aren’t in the manual. In my last post, I identified an issue with hubspot’s email manager that had the potential to block important messages to existing customers. it took a few weeks of scrambling and several hundred calls to hubspot’s amazing support line, but I identified some ways to reduce the number of customers who may be accidentally opting out of any communications. Continue reading
exec summ: many of your hard-won customers are not receiving important communications if you are using hubspot‘s email manager tool for customer relationship management (crm). (note: to be fair, this may be the case with other email service providers, as well.) the main reason for this appears to be an overzealous interpretation of anti-spam legislation. here’s what happens and why. in my next post I’ll get into diagnosis and treatment.
let me begin by saying I love hubspot. hubspot is wonderful for helping attract and nurture prospective customers. I have been a big fan of the concept of inbound marketing since crm was plain old drip, and the reality as a hubspot customer has been even better. “permission-based” email is a critical element of the hubspot system – emails are only sent in response to an explicit or implicit request. in theory, this means that any communication is welcomed as part of an ongoing conversation. in practice, however, there is one aspect of hubspot’s permission-based koolaid that sticks in my throat. Continue reading
who controls what you see when someone views your linkedin profile? surfing google plus this morning, I came across this minirant from the normally sunny-side-up john haydon:
one commenter placed the blame on revenue hungry linkedin, implying that paying reid hoffman (or whoever’s running the show over there now) for a premium account would pull back the curtain and unmask your shy visitor. another commenter took the opportunity to wonder if seeing any information at all consituted a privacy violation. there’s no doubt that linkedin is as money hungry as the rest of us, but in this case they are respecting the wishes of visitors to your linkedin profile. yes, you control what shows up about you to other linkedin users on whom you’ve come to call.