Nick Sal's HubSpot Inbound Marketing and Consulting Blog

Content Strategy Implementation – A Look Under the Hood

Posted by Max Traylor

Apr 3, 2013 11:00:00 AM

blueprint for inbound marketingInbound marketing is an exploding practice. Hundreds of HubSpot vars are popping up all over the world, which causes prospects to be a bit overwhelmed when it comes time to pick an agency to work with. One competitive advantage that no one will stop you from pursuing is transparency. By showing your clients what lies behind the scenes of an inbound marketing strategy you will surely stand out from the "smoke and mirrors" out there. You will also be shocked at how smoothly things run (financially and logistically) if everything is laid out in stone up front. No secrets people... let it all hang out. Below is one strategy, complete with all the educational resources required, to attract new opportunities and nurture them to a point of sale using content and HubSpot's automated marketing software.

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Topics: Email Marketing, Inbound Marketing How-To, Blogging Strategies, Lead Generation, lead nurturing

Lead Follow Up For Busy Marketers

Posted by Rick Whittington

Mar 18, 2013 10:00:00 AM

Rick Whittington is Principal at Rick Whittington Consulting, an inbound marketing consulting firm in Richmond, Virginia.  Nick Sal often refers to Rick as an "inbound ninja" and asks him to speak frequently on his webinar panels for coaching HubSpot users on inbound lead generation and lead follow up strategy.

RWC Follow-up Email Notification
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Topics: Email Marketing, Lead Intelligence, lead nurturing

Now THIS is a good Weekly Internal Marketing Email Example [Hubspot]

Posted by Nick Salvatoriello

Mar 27, 2012 11:31:00 AM

For many of the people reading this blog post, it will come as no surprise that Hubspot's internal marketing team continues to blaze the trail on best practices for inbound marketing and how to keep a well oiled marketing machine going strong.

However, I was greatly pleased to see in my inbox this morning an email titled "This Week in Marketing" that was distributed to all of HubSpot internally. 

This email goes out to the HubSpot sales team every Monday.  They decided to expand it to the rest of the company (and smart move on their part-now they got a blog post about it!  ;) Anyways, the goal of this email is to give all of us who speak to people daily about Hubspot/inbound marketing news and updates on the latest resources that our sales & customer services team can leverage to drive deals further down the funnel. 

If you love it, feel free to reach out to Magdalena Georgieva mgeorgieva [at] hubspot [dot] com for futher questions/ideas on this email beyond what I cover below....

Screenshot of the first part of the internal marketing email I recieved from Hubspot's Marketing Department:

Weekly Marketing Email Update Example Pic 1 [HubSpot]

Breaking down the first part of the weekly internal marketing email update from Hubspot:

First of all, the email looks fantastic.  Primarily it's because I know that it was created on Hubspot's newest email marketing platform currently available in Beta to the Hubspot customer base.

It's personalized.  It comes from Maggie in our marketing department (a real person whom I know well) and it's sent directly to me and not part of a list serve/BCC list or something boot-leg like that.  Love that.  It's also addressing me by my first name (and my "nick" name at that!) in the opening of the email. 

It talks about my goals/the goals of our sales team right away.  This ensures that the message and its contents aren't just serving another department's needs, but ultimately about helping me further my own.

It clearly explains what the resources are and provides soundbytes for the sales team to use on the phone when promoting the content to prospects and following up on the content with hot leads who download it.  Both promotion and good follow up on content are equally important skills for your sales team to be practicing in inbound marketing- your sales team should be promoting lead-gen content to people they are calling - more downloads means more engagement and a stronger relationship with your leads).

Screenshot of the 2nd portion of the new "This Week in Marketing" email from Hubspot's Marketing Department:

Weekly Internal Marketing Update Email Example Pic 2 [Hubspot] resized 600Breaking down the second part of the weekly internal marketing email:

Notice at this point that our marketing department is offering and promoting and variety of content for our marketing efforts in this email.  It becomes very obvious to me that our marketing department is engaging on all fronts - both online and off - to achive our sales and marketing goals. 

Maggie has listed the content by format to make the variety of content easy to sort through.  So far we're not only seeing EBooks & Webinars listed in the email but also live events where the marketing department has learned that follow Hubspot throught leaders will be making appearances. 

Sharing a weekly run down of live events being put on by our staff allows the sales team to match leads up with events happening in their area and to drive their prospects to meet our staff in person.  This is a win win because the marketing department gets more event attendees and the sales staff can leverage the live appearance to strengthen the connection between their lead and the HubSpot team - without putting in a lot of extra work to coordinate.

Screenshot of the final portion of HubSpot's weekly internal email from the marketing department:  "This Week in Marketing"

Weekly Internal Marketing Update Email Example Pic 4 [Hubspot] resized 600

Breaking down the final portion of the internal update email:

The last section of the weekly marketing update email from Maggie & the HubSpot marketing department is highlighting key events that the sales & marketing department are collaborating on this week.  The center piece of content that the sales & marketing department are working closely on here are the group demos where multiple Hubspot prospects can join a pre-scheduled webinar and get a live demo of our product.  The sales department might already be aware of these dates, and some may not, the point is that the marketing email lists out the dates & times along with helpful soundbytes to keep these events top of mind for the rest of us and as easy and "fool-proof" as possible to promote to the people we communicate with every day.

I think that's the main reason I had to share this weekly internal email example today with you.  It's so simple, yet so powerful for marketing departments to be doing this kind of internal email marketing to foster more alignment with their peers on a weekly basis. 

3 reasons you should adopt this type of weekly internal communication for marketing:

  1. It lets me know that the marketing department is working hard to provide a variety of content to help us meet our shared goals for new business. 
  2. It lets me know that the marketing department cares about me and wants me to have an easy time promoting and sharing this quality content with others. 
  3. It also makes me very proud, and very motivated to do my part for our very active and organized inbound marketing machine we've got humming away over here!  I didn't even realize we had so many opportunities for our inbound leads/prospects to engage with us - all witin the following week!

Given all the reasons above, I had to share this email with you all to help inspire our collective efforts to get better and more effective with our email communication strategies to drive more adoption of inbound marketing among our sales staff and also more collaboration between the marketing department and the rest of your customer-facing team members so they can make the most of the content you develop week to week.

 

Your Turn:  What do you think of this weekly internal marketing department email example above?  Is it a best practice you could put in place at your firm/your client's organization?  What type of communication/collaboration strategies does your sales & marketing departments use to make the most of eachother's efforts?  Please share a bit with your fellow readers in the comments thread below....

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Topics: Hubspot Customer Consulting, Email Marketing, Inbound Marketing How-To

HubSpot's Lead Nurturing emails: Examples, best practices, resources

Posted by Nick Salvatoriello

Dec 12, 2011 8:32:00 AM

Defining Lead Nurturing as an Email Marketing Best Practice:

Lead Nurturing is a specific, targeted type of email campaign to "nurture" those leads that converted on content offers from landing pages that are early in the sales cycle.  The goal of these auto-triggered email campaigns is to move those leads that are early in the sales cycle  along to landing pages and content offers that are late in the sales cycle. This will make it more likely that your leads turn into customers because you're utilizing an email marketing method that presents the right content to your propects at the right time. 

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Topics: Email Marketing

Now THIS is a good follow up / welcome email example | Wunderlist

Posted by Nick Salvatoriello

Nov 16, 2011 8:35:00 AM

I recently attended a team training session at work about time management strategies.  During the discussion, one of my fellow Inbound Marketing Consultants mentioned a new app for getting stuff done called Wunderlist created by 6Wunderkinder (they're a German start-up and yes, they blog). 

Wunderlist Post Sign Up Welcome Email Example Pt. 1 resized 600
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Topics: Email Marketing, Inbound Marketing How-To

AboutUs.Org using email marketing to get opt-ins for more...email?!

Posted by Nick Salvatoriello

Aug 8, 2011 12:49:00 PM

Screen Cast:  Email Marketing Database Cleansing Example 

Does your marketing department have an over-grown data base of email addresses that they haven't touched in a while?  You're not alone.  Many customers I consult to have the same issue:  thousands of names and email addresses on a list, and no idea who on that list is a serious propect worth keeping in touch with, and which names are people who aren't interested anymore.  The common solution that many organizations take is simply blasting emails out to the whole list with emails/newsletters until people start unsubscribing.  There's a better way and the folks at Aboutus.Org have found it. 

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Topics: Email Marketing, Inbound Marketing How-To