Skill Up

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How to Create a Social Media Strategy Mar 31, 2020

Show notes

This season of Skill Up, we’re looking at social marketing. You want to always meet your customers where they already are. And it just so happens that over 30 billion users across all channels are on social, interacting with brands and communities. That’s a lot. So before you start trying to market to all of them, you need to create a social media strategy. Host Matthew Brown gives you five things to keep in mind as you start your social marketing.

How to Make Your Conversational Marketing More Human Feb 20, 2020

Show notes

What makes conversational marketing great is when it’s super relevant to any given problem and gets visitors to where they want to go. The more contextual you make it, the better the experience. HubSpot’s resident bots guru Connor Cirillo joins Anni to talk about why bots are more than just a marketing priority, how to optimize for human behavior, and why advanced targeting helps put the customer first.

How to Drive Loyalty Through Customer Marketing Feb 18, 2020

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With today’s empowered buyer, your best marketing channel is your existing customers. And when your customers succeed, it’s your best predictor for business growth. The world of marketing has shifted to word of mouth, and reviews are more important than ever before. Anni takes you through how to support your customers and advocates with an inbound marketing strategy designed for them.

Why Marketing Needs to Stop Ignoring Personalization Feb 13, 2020

Show notes

People aren’t static. They access your content from multiple devices on a number of different channels. And as their experience with your company grows, their needs and interests change. Yet most marketing still treats all these different customers exactly the same. Personalization helps contextualize your marketing for customers and potential customers. It helps people feel like your outreach is more personal and ultimately creates a more natural connection.

How Account-Based Marketing Closes Bigger Deals Faster Feb 11, 2020

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If you’re running a business and you want to increase your efficiency in closing those big ticket sales, then you should practice account-based marketing. ABM is a B2B strategy where marketing and sales work together to close big, complex deals at a discrete number of target accounts. And the higher your price point, the more likely ABM will be worth your while. Anni offers up three things to focus on when starting ABM at your company.

4 Things to Start A/B Testing Right Now Feb 06, 2020

Show notes

It can be tempting to just guess which type of content will entice visitors most and eventually convert into leads. But basing your marketing decisions off a hunch is risky business. A/B testing helps you compare two versions of something against each other to determine which one performs better. And Anni lets you in on the three things you should start A/B testing right now.

How to Run Multi-Touch Attribution Reporting Feb 04, 2020

Show notes

There’s one question that haunts every marketer: “What’s the ROI of this marketing campaign?” But with so much data to sift through, where should you start? Multi-touch attribution ties marketing actions to revenue. It tells you which interactions someone had with your brand on their journey to becoming a customer. Anni walks through the six different types of multi-touch attribution reporting and helps you decide which one is right for your company.

The Importance of AI in Marketing Jan 30, 2020

Show notes

This season, we’re looking at advanced marketing techniques. And one of the most advanced ways to market, sell, and service customers involves the use of artificial intelligence. We break down how to correct duplicate data and clean up the rest of your data efficiently using AI and machine learning. While AI might not be our sentient overlords just yet, it can help companies serve the right content, to the right customers, at the right time, right now.

Inside a HubSpot Smarketing Meeting Dec 31, 2019

Show notes

Smarketing combines sales and marketing. Great. Easy etymology. But what exactly does it mean? Smarketing is a team meeting, where your sales and marketing teams come together to collaborate on a shared project and solve problems. We go inside HubSpot headquarters with Alex Girard as he sets out to put on HubSpot’s next Smarketing. Not only have we never pulled the curtain back on this type of meeting, it’s also our first attempt at a live, remote Smarketing. As such, things don’t always go as plan

How to Create a Sales and Marketing SLA Dec 26, 2019

Show notes

Your company needs to have a clear revenue goal. But unless your teams know how to contribute to it, your goals aren’t going to do you a whole lot of good. So you'll need to help marketing and sales each understand their role in achieving that goal. And the best way to do that? Implement a service level agreement, or an SLA, between the two teams. An SLA means Marketing promises a certain number of leads to Sales, and Sales promises to contact those leads within a certain timeframe.

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