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Product Marketing Best Practices: Web Ink Now

Optimizing the Past: Content Lessons from the HubSpot Blog TeamOpen in a New Window

Content drives action.

Content is the best way to reach buyers.

Content is King. (And President and Pope and Queen as well).

So how do you create great content? How do you understand your buyers, create compelling content that educates, informs, and entertains them, and then how does that content drive action and grow business? And what are the implications for ROI?

 

The Sales and Service DisconnectOpen in a New Window

Here’s something curious: Many companies have completely different cultures and procedures for their customers depending upon which department is interacting with them.

The manner in which salespeople engage potential new customers when trying to win new business is often light-years removed from how these same customers are serviced by the company only months later.

 

Charity: water Changes the Rules of Nonprofit Fundraising While Also Changing the WorldOpen in a New Window

All organizations must start with an authentic and compelling story and communicate that to customers. This strategy is essential for companies, educational institutions, individuals, and yes, nonprofits too.

 

The Secret Weapon of Business GrowthOpen in a New Window

Throughout the year that I had been researching and writing The New Rules of Sales and Service, I had the pleasure of interviewing hundreds of people who are involved in serving customers.

I was stunned by the number of them who revealed to me that they had turned their customer service function into a “secret weapon” of revenue growth!

 

I Was Successfully Stalked!Open in a New Window

I was “stalked” in a very polite and clever way by a team of Tufts University undergraduates who lured me to their class.

Some background: My book The New Rules of Marketing and PR is used as a text in hundreds of universities around the world. I’m frequently invited to speak to the classes who use my book. While I’d love to be able to visit each class, that’s impossible. I do visit local universities in the Boston area on a pro bono basis when I can – over the years I’ve lectured at Boston University, Bentley University, Harvard Business School, and several others near my home. I’ve managed to do a few talks when on the road such as one at HWZ University in Zurich, Switzerland. And I’ve Skyped in to others around the world when time permits.   

 

#GoVote and the power of social sharingOpen in a New Window

Today, election day in the USA, I am part of more than 300 entertainers organized by HeadCount to post a photo on their social media feeds urging people to #GoVote.

 

Reactvertising [TM] a hysterical look at Real-Time MarketingOpen in a New Window

This fantastic video from john st advertising poking fun at Real-Time Marketing and Newsjacking has got to be seen!

 

What has changed in the world of selling [video]Open in a New Window

The rules of selling have changed.

In this short video, Brian Halligan, HubSpot CEO, interviews me about the ideas in my September, 2014 book The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business.

 

My Inbound 2014 Keynote Video: The Convergence of Sales and MarketingOpen in a New Window

Today buyers dictate how they choose companies, products, and services with online content driving action.

At the HubSpot Inbound 2014 conference, I delivered a short keynote speech in front of some 10,000 people. My slot was fantastic - between a surprise appearance by the band OK Go and a keynote from celebrity author Malcolm Gladwell.

 

Grain Surfboards Builds Success by Following the Grateful DeadOpen in a New Window

Several days ago I wrote about how Grain Surfboards turned their products into an experience. Besides selling wooden surfboards, Grain Surfboards also offers classes in how to build your own board. I took the 4-day class this past long weekend.