How is your email received?
You may have heard the old baseball maxim “pitching wins championships.” A starting pitcher has the most touches on the ball of any player on the baseball diamond and is largely responsible for the team’s success.
As it is easy to get distracted by the pitch, many of us overlook the receiving of the ball. To a large degree, the catcher is the most important playmaker – they are the only player with a view of the entire field.
Read MoreTopics: Email Deliverability, Artificial Intelligence, Email
Five years ago when MPULL was founded, we were seen as innovative for setting up marketing automation that was simply a series of “smart emails” sent after someone downloaded an ebook.
We’ve learnt a fair amount about what works, and what doesn’t. Here are our findings:
Read MoreTopics: Email, Email Marketing, marketing automation
As an entrepreneur with a vested interested in email, not so long ago I’d argue with anyone that email marketing wasn’t a commodity. A recent conversation with an industry colleague changed my perspective. Looking at Merriam-Webster, a commodity is a ‘mass-produced unspecialized product’. By that definition, the sending of old-fashioned email blasts is clearly a commodity. Everybody can (and likely does) do it.
Topics: Email Deliverability, Email, Email Marketing
How do you woo your cherished customers? Choose the perfect profile picture. Craft the perfect, unassuming yet eye-catching description of your life and what you have to offer. And maybe, just maybe, they’ll swipe right.
This is the culture we live in, and in many ways, it is the marketing world we live in. With a million options swirling around them, customers of every kind hold control over the buying process. Even in the B2B realm, customers are used to having a multitude of choices and the ability to take their time in choosing.
Read MoreTopics: CRM, HubSpot, Inbound Marketing
I have heard often that sales people are the easiest people to sell to. I never thought I fell into this camp until a recent experience reminded me how important the buyer's journey is. In this case, I was the eager buyer. And by the end of my journey, I was reminded of a profane yet still memorable axiom taught to me by one of my best mentors on how a seller should treat a buyer:
Read MoreTopics: HubSpot, Sales, Sales Process
You can’t get to your final destination if you don’t know where you are. Every leadership team knows they have to keep an eye on important KPIs like ad performance, email engagement, leads, conversions, etc. Depending on how many different programs and platforms you use, tracking your metrics can be very challenging — your numbers are all in different locations.
Read MoreTopics: Email, HubSpot, Databox, Business Intelligence
To my bretheren in outside sales, I absolutely urge you to take a look at HubSpot's CRM (it's free by the way!).
We all move from job to job, no matter our success over our career (we get bored, not challenged, unachievable quotas - yes, read that sales leaders, etc.) and one thing we always seem to bring with us is the elusive PST file. I can't tell you how many friends have asked me over the past year, "How do I get a PST on a MAC and I'm using Google as our email service provider?".
Read MoreTopics: CRM, HubSpot Sales, HubSpot GrowthStack
While a world in which computers are sentient beings may still be a long way off, artificial intelligence has developed at a rocket-fast pace in the last several years. We can now do things with the help of collective intelligence that we would never have thought possible. And that power is being applied to everything from the HIV pandemic to. . . email.
With the help of artificial intelligence, you can now know what content individual subscribers will find valuable, know exactly where they are in the buying/customer journey, and know when each subscriber is most likely to open and engage with your email. This is not only the future of email marketing, it’s happening now. And your competitors are using it to reel in prospects and keep customers loyal, so you might want to get on board!
Topics: Artificial Intelligence, Email
B2B companies have been doing account based marketing for over a decade (ITSMA coined the phrase in 2004), but in the last couple of years it’s gained popularity as B2B buyers increasingly demand a customized approach. Account based marketing gets marketing and sales working together to examine important business issues facing the target prospect, mapping them to individuals, and tailoring campaigns to address those issues.
While there are many techniques and tactics involved in account based marketing, nearly all of them involve email—whether a salesperson is sending a white paper that will be of interest to a prospect or the marketing team is sending a series of followup emails from a retargeted ad promoting a customized offer.
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When working on some more advanced workflows within HubSpot, I realized that you can only re-enroll contacts based on specific criteria. Then it dawned me that I could use a Seventh Sense webhook to re-enroll a contact based on any criteria or property I desired.
To provide some more context, I was trying to have contacts re-enroll based on when a custom property had been met. Learning that this was not possible, I banged my head against the wall for some time trying to figure out how I accomplish this. The answer was quite simple and was in front of me the whole time.
Read MoreTopics: HubSpot Workflows, Reenrollment criteria
