One landing page does not fit all. Today we do have the technology and knowledge to build four types of landing pages, one for each major type of customer and their buying process. A/B/C/D tests can show you which ones pull better for your site. Here are a few short clues for each type [...]
Early on I passed the tough Hubspot Partner inbound marketing knowledge test with a 95. Although I"m not an active partner (as of July 2020), it occurred to me that others might benefit from my notes. I'm certain the courses have changed but these notes and ideas are still applicable for a successful inbound marketing [...]
If you have read or are reading The Lean Startup, here is a quick outline of the concepts, suggestions and thoughts. This is a starter list, an MVP. You can copy it to build it out and make it your own. The most interesting point? Design the product so that it meets the definition of [...]
I read The Presentation Secrets of Steve Jobs by Carmine Gallo and came away with this outline, which I've applied to a sales presentation with great results. The key is to write a script first and hone your ideas into groups of three. Then, break up the script so that one idea is on each slide. [...]
This is a proven key account strategy for a software company that incorporates buying style, although it could apply to any company. Identify key accounts. This means create a list of the top companies you want to sell to – a good starting list are the 273 companies from this report on the most productive [...]
Companies scored the most poorly in two capabilities: 1) detecting insights about customers and 2) designing solutions based on the insight. A new research report published by Temkin Group, The State of Voice of the Customer Programs analyzes data from 192 companies with $500 million or more in annual revenues. These companies use voice of [...]
Is your sales and marketing taking into account one of the most basic components of human nature: are your prospects extroverts or introverts? What changes can you make to tune your marketing to this aspect of your prospects and customers? Marketing to the Introvert: Energy from Ideas Introverts get their energy from ideas. All they [...]
Good salespeople can motivate prospects to become customers – that is changing the behavior of people you meet. Good marketers can change the behavior of people they haven’t met, and may never meet. How exactly is that done? Here is how to write a direct marketing letter that will accomplish that elusive goal. I start [...]
The top five behaviors in startups that reduce the effectiveness of marketing: 1. Edit the marketing to death until you are perfectly happy with it. This the fastest way to create yes-man marketing that jumps, jumps, jumps to your demands yet brings few breakthrough ideas to the marketing process. The result is marketing that is [...]
Just because someone is an expert on one side of a marketing transaction doesn’t mean they have learned anything about being on the other side. Whether that person is the president of a startup or a consumer, I keep seeing examples of this. Let’s start with the consumer. How many times have you seen a [...]
