You don't want your prospects to need these to make your site experience better!
The first "first impression" happens when a visitor finds you online. More often than not the first impression your company makes takes place far from any representatives of your business. Not that long ago you could control your first impression — a perfectly staged trade show booth, a well researched phone call, an amazing sales pitch. Nowadays you still have opportunities to make great impressions, but more often than not the first impression happens without you even knowing it.
Back in my days as an EVP Sales & Marketing at a manufacturing company, we always tried our best to get requested test samples back to a prospect as fast as possible. We were a small company playing with some big competitors and we figured if we got our stuff back to them first, we would set the table for everyone else.
If our samples were high quality, correct to the specifications, and the first in the door, then we had the upper hand. Everyone else was now measured against our quick response and quality work. Whenever we conducted a win analysis with our customers, this first impression was often cited as a critical reason why our company was chosen.
That was few short years ago and while the idea of making the first impression still holds, it now relates to what your prospects see before they ever call you.
For you manufacturers and industrial B2B companies out there, I am talking to you.
There are a lot of examples of great websites, but so often industrial and manufacturing companies websites are examples of what not to do. I've seen many manufacturing websites that look like a glorified business card or catalog, but in today's business climate that just doesn't cut it anymore.
Your buyers are turning to the Internet for answers long before they reach out to you. Between online directories, social media, and stellar web content — it's no wonder that the first place consumers turn for a solution is a search engine. Inbound marketing principles are gaining traction, content marketing is becoming a standard marketing activity, and more and more companies are spending their money on building great sites that attract the best prospects.
Making the First Impression Count
If the first thing that your prospects are going to see about you is your website, you need to make it count. To make sure our clients' sites are packing a punch, we start with a simple checklist to make sure the basics are covered. Once you've nailed down the basics you can worry about the details.
1) Great Images - people are visual and becoming more so every day. Make all of your images top quality, focused on your solutions, and please stop using those stock images (see the lady with the headset on supposedly depicting someone's customer service).
2) Statement of Value - who are you, what do you do, and who do you do it for. Do not use marketing mumbo jumbo words like 'world class' or 'top quality.' Say what you do plainly and clearly. This makes a strong first impression and sets the tone for the rest of your interactions with a visitor.
3) Compelling Offer - give way your knowledge, show that you care about them and now what issues are relevant to them by sharing something of value to them, not to you (your catalog does not count as interesting or valuable).
4) Call To Action (CTA) and Landing Pages - put high quality offers behind landing pages and attract visitors to them by using compelling calls to action. This step alone has generated an outsized level of value for our clients by taking existing content assets and requiring a conversion on a landing page to get them.
5) Sharing Options - make it easy for your site visitors to share your awesomeness with others. Enough said.
6) Easy Ways to Connect - e-mail, blog updates, social media, phone calls. Give your visitors as many ways to connect with you as possible.
7) Reasons to Dig Deeper - add interest to your site by having a varied approach to content so that the first impression is of a company that has something to say and is worth investigating further.
The first "first impression" is the one you do not even know you are making or when it will happen. Make sure you set your company apart by leaving an impression that keeps them coming back for more.
Beer Goggles Image Credit: Guardian UK
Are you a small business trying to make sense of all this social media? Blogging SEO, landing page, blah, blah, blah? Are you confused about how Twitter, Google+ and Facebook will help you grow your business?
Let's face it, digital marketing, with all its bells and whistles, is evolving at lightning speed, making it difficult for most of us to keep pace, let alone stay ahead of the curve. And, the result of all these advancements is that most marketers are overwhelmed. Regardless of the rate of change, it's incredibly important to recognize that simply having a website is not enough.
In today's world, marketers must adapt to new marketing strategies and leverage the available tools. To achieve optimum leverage with your website, you need to turn it into an inbound marketing machine
. That's a lofty goal! So, your website will need to wear many hats. A website needs to perform
and not just exist
. Your site needs to attract visitors, educate them and convince them to buy.
In most cases, the traffic you drive to your website from blogs, social media sites, as well as organic and paid searches ends up converting into leads or sales. Without your website acting as an online "home base," it would be difficult to attract new business. This is why having an effective website is so crucial – and why it's so important that it contains powerful key elements to drive more traffic, leads and sales.
Whether you're just getting started with internet marketing or want to brush up on basics, our latest eBook "Small Business Inbound Marketing Starter Kit
" is an essential step-by-step guide to setting up and implementing a successful internet marketing strategy.
The Small Business Inbound Marketing Starter Kit covers the following four essential "must haves" to achieve internet marketing success: 1.) Findability
Let's face it, it's not going to be much of a website if no one visits. Therefore, your first mission is to get found online, covering the very top of your inbound marketing strategy funnel. Building inbound links, discovering the secrets to on page SEO and how to create effective meta tags are all essential ingredients. 2.) Design and Usability
Let's assume you're really gaining traction–– getting found online. Your next focus is to get that traffic to stay and not stray.
Remember, you only have one chance to make a good first impression. Make sure your website reflects your brand and positions your company as trusworthy and credible. Don't underestimate the power of good design, including: navigation, fonts, colours, images and branding consitency. 3.) Content
With the rise of inbound marketing, content has become front and center in the minds of marketers. It is what search engines and potential customers are looking for. It's what drives visitors to your site and turns prospects into leads. There is no disputing that content is king. However, while search engines are getting smarter and smarter and buyers are becoming more and more selective, quality content is king. 4.) Conversion
Now that you've increased traffic to your website, it's time to convert prospects to leads. Don't let visitors leave your website without providing them with valuable information or you'll lose the opportunity to nurture them until they are ready to buy. Landing pages are one of the most important elements of effective lead generation. Building powerful landing pages allows you to direct your website visitors to targeted information, present them with robust calls-to-action and capture leads at a much higher rate.
If your business is struggling to adapt to new marketing strategies or, you simply haven't been able to generate a profound impact in your niche market, it may be time to conduct a marketing audit.
The other day I was at our local watering hole, enjoying its regular "Happy Hour 2-for-1 Special," when it occurred to me that the recent social marketing campaign we helped develop with West Bend Insurance to "Avoid Distracted Driving" was a super mega "3-for-1 special". Because when companies like West Bend support worthy causes, they create this "3-for-1" effect — with values and benefits that are passed along to:
- The Cause
- The Company
- Their Customers (or the general public)
One of West Bend's core principles is to give back to the communities it serves—its employees are very active in the community, so this campaign supported its culture and brand. At Stream, we believe in supporting like-minded companies such as West Bend, so to be a part of a program that offers this kind of value is personally rewarding. And it doesn't hurt that having a "meaningful brand" makes a brand stronger, more engaging and 120% more valuable, according to a study done by Havas Media.
This 5-week campaign, launched through the West Bend Cares program, featured the following content elements:
West Bend received a lot of positive feedback from their associates, customers and independent agents network. After 5 weeks, the results of the campaign elements listed above have garnered:
- 1,200+ Page Views
- 200+ Leads
- 700+ requests for bracelets
- 220+ Facebook Likes
- 65+ LinkedIn Shares
- 40+ Tweets
This campaign also caught the attention of a national safety organization that will be featuring West Bend and their commitment to promoting safety, recognizing West Bend as a thought leader in this area.
Businesses should continually look for ways to align their personal passions and company message platforms. In short, find a cause you believe in to support! If you don't currently have one, ask your employees — surely, they'll have one that is near and dear to their heart.
The benefits of social marketing can be:
- Increased brand awareness/PR
- Increased trust for your company, showing the personal side of your business
- A boost in company morale (team-building at its best)
- Positioning your firm as a thought leader
- A warm fuzzy feeling deep within your soul knowing that you made a difference (and that my friends, is priceless)
In closing, do some good. Leave the world a better place and "Happy Hour" will lead to many Happy Hours for you, your company and your cause.
What causes do you support? How have your efforts resulted in a 3-for-1 special?
About the Author: Jeff Coon is a partner and creative director at Stream Creative, a certified HubSpot partner and full service digital marketing and design firm specializing in inbound marketing, web design and development, and social media.
Beetle Plastics, founded in the 1950s, designs and manufactures custom fiberglass pipe, large diameter fiberglass ductwork, fiberglass tanks, fiberglass vessels, other equipment and services relating to fiberglass products.
Beetle Plastics is a subsidiary of Midwest Towers, Inc., a world-class manufacturer of evaporative water cooling towers. Beetle Plastics' operations include its headquarters and plant facilities in Ardmore, Oklahoma, and a nationwide network of sales and representative offices.
As a part of Midwest Towers, it was content for many years supplying the components for cooling tower projects sold by the parent company. President Larry Brown knew the firm needed to branch out and find more direct customers for Beetle Plastics. So when he read an article in Composites magazine about inbound marketing, he was confident that he now had a method to help him do just that.
In early July 2012, Beetle signed up for HubSpot and hired Top Line Results to guide their inbound marketing efforts. The initial goal was simple—work with Beetle professionals assisting them to translate their fiberglass expertise in to web content that would attract high-quality prospects and help to convert them into happy customers.
Our plan was simple, we focused on three keys things:
- Optimize the web site for long tail keywords
- Create calls to action and landing pages for existing content to drive conversions
- Create new content targeting ideal prospects
During the first 30 days of the project we developed keyword sets based on end products, vertical markets, and specific solutions. By using this format, we were able to speak very directly to site visitors. Previously Beetle Plastics, as well as all of their competitors, were using high level, general keywords like:
The end results was that there was significant competition for these keywords as well as no differentiation in the searches. A search for 'fiberglass tanks' would yield results for small tank for animals all the way up to large industrial tanks. By narrowing the keyword focus, we were sure that the quality and quantity of traffic would increase.
Our new keyword sets came out as:
Next, we took existing content bundled it up as valuable downloads and created calls to action, landing pages, and thank you pages. However we were still facing two major obstacles with respect to quantifiable results. Number one, the site was generating a low level of visits and number two, it was not producing any leads.
Potential leads were visiting the site, but very few were converting. This was primarily due to a lack of conversion opportunities. For example, potential customers only were given the option to ‘contact us' or ‘request a quote.' Using existing content, we created an engineering catalog targeting top of the funnel visitors looking for information on using custom fiberglass as a building material.
Finally, we embarked on a multi-faceted, aggressive content creation campaign. The campaign was tailored to address the needs of a variety of vertical industries and a large line of custom solutions. We developed technical stories relating to chemicals and fiberglass resins. Most importantly, we wanted to incorporate the benefits of Beetle’s end products and how fiberglass construction materials and custom products solve difficult industrial problems like chemical handling and storage harsh environments.
The intent was to position Beetle Plastics in the composites fabrication world as a thought leader and progressive thinking company. Content ranged from regular blog posts to case studies to whitepapers.
Our goals for the marketing projects were to:
- Significantly increase traffic from the <10 visits per day starting point
- Drive leads from ideal target prospects
- Increase the credibility of Beetle Plastics and assist in driving leads through the buying process
- Contribute to a significant increase in sales
After almost one year the results are clear:
Credibility can be tough to measure, but in August of 2012 Beetle Plastics landed a very large project from a South American firm and using HubSpot we were able to see how often the engineers and decision makers from this company were using and interacting with the web site. "Our salespeople closed the business but our web site was certainly a huge help in building our case and enhancing our credibility with the customer and in winning the business" says Mr. Brown.
Beetle Plastics' use of inbound marketing is steadily expanding their reach into end users of fiberglass products and, more importantly, engineering and design firms that design, specify, and oversee construction materials purchase and large construction projects. "We are opening doors for our engineers and team of experts that traditional sales approaches would not open. By focusing on the builders' needs and solutions they are looking for, we are more often seen as the experts in our field and are being sought out as the expert. Our solution-based content is very attractive to our target engineer prospect and our website and the inbound marketing methodology give us the tools to be there when they are looking online" says Mr. Brown.
Was the investment worth it?
"We grew Beetle Plastics by over 20% since we started our inbound marketing project and we feel like we are just getting started," states Mr. Brown.
You already know you should be offering content marketing services to your clients, as well as heavily producing your own ebooks, guides and blogs. Content marketing increases brand awareness, generates new leads and nurtures those leads into customers. But something we have not quite figured out yet is how to gauge its effectiveness. Wouldn't it be smart to measure the type, frequency and interactivity of our content to measure its effectiveness as a function of outcomes and to keep ourselves on track for achieving performance goals? We think so.
Here, we discuss several content marketing KPIs you should be measuring to do just that.
Let's keep track of how often we publish content, our authorship (a new key for Google), and what kind of content we publish on a regular basis. Consider these content marketing KPIs:
- Number of blog posts published (per month)
- Number of distinct authors (per month)
- Number of guest bloggers (per month)
- Number of syndicated blog posts (per month)
- Number of blog comments (by us - per month)
- Number of social media posts (per month)
- Number of downloads published (ebooks/whitepapers) per quarter
- Number of videos published (per quarter)
- Number of webinars hosted (per quarter)
- Number of press releases (per month)
Now let's measure how good (and conversation-inspiring) our content really is, as indicated by searches, views, likes, shares, comments and links:
- Blog post views (per month)
- Blog subscriptions (per month)
- Blog post comments (other than ours - per month)
- Blog post inbound links (per month)
- Blog post visits from organic search (per month)
- Social media shares (other than ours - per month)
- Social media likes (per month)
- Social media +1s (per month)
- Social media comments (per month)
Finally, let's specifically measure the impact of our content marketing on lead generation (and ultimately on revenue generation):
- Leads from blog post CTAs (per month)
- Leads from blog post links (per month)
- Leads from blog page CTAs (per month)
- Leads from social media posts (not ads - per month)
- Leads from press releases (per month)
- Leads from all downloads (per month)
- Leads from webinars (per month)
- Number of lead nurturing downloads (per month)
- Conversion rates on all types of landing pages (blog CTAs, social media, etc.)
- Number of customers whose first touch was content (per month)
- Number of customers whose last touch (before purchase) was content
- Revenue sourced from all content marketing activities (per month)
How to Measure Content Marketing KPIs
Some of these are straightforward to measure if you have marketing automation in place or even basic blogging tools, such as Wordpress plug-ins. Others will require some digging, for example isolating the number of customers whose first or last touch was content. Some tools are better than others for putting this data together, and in a future post, we will examine specific methods for tracking these metrics. Ideally, every digital marketing department should have one or more data analysts whose mission (and passion) is figuring out how to glean KPIs from all of the marketing big data you collect.
For now, I would recommend starting with measuring your own output. How often do you blog and create offers for lead generation? Staying accountable for regular production and publication is one of the bastions of inbound marketing success. Tracking those efforts keeps you moving forward and lets your management team know that you are spending those content marketing dollars consistently and following your plan. Measuring the interactivity of your content and some of the conversion KPIs will give them at least some idea of how effective your content marketing program is becoming and help to justify your budget.
With over 30 years of business and marketing experience, John loves to blog about ideas and trends that challenge inbound marketers and sales and marketing executives. John has a unique way of blending truth with sarcasm and passion with wit. You can connect with John via Twitter, LinkedIn or Google Plus.
Wolf Paving, an asphalt paving and manufacturing company located in Milwaukee and Madison, Wisconsin, has seen the real benefits of committing to an inbound marketing plan. What has success looked like for Wolf Paving? Here's a quick overview:
- 44% increase in the number of calls for quotes compared to the same time last year
- 92% increase in online quote requests compared to the same time last year
- Improved search rankings for terms - “Milwaukee Paving Companies” & “Madison Paving Companies”
- Increased media coverage
- Recognition from peers and industry trade publications
With the help of Stream Creative, Wolf Paving has been successfully practicing inbound marketing for over 2 years - blogging weekly, developing case studies, creating eBooks, landing pages, calls-to-action, etc.
If you take a look at the graphs below, you'll see the consistent growth that Wolf Paving has had. Organic traffic has increased by 172% since 2011 and online requests for quotes has increased by 140%.
Looking to make an even bigger impact this year during "quoting season", Stream Creative and Wolf Paving decided to add some traditional and paid media to the marketing plan.
Mary Jo Preston, Stream Creative's Senior Marketing Consultant and Media Planner/Buyer, worked with Wolf Paving and local and national media outlets to put together a very strategic plan that not only supported the existing inbound marketing plan but was also VERY targeted at Wolf Paving's market.
The results of these efforts, as outlined in the graph below, were a 44% increase in the number of phone calls received (compared to the same time frame the year before), as well as a 92% increase in the number of visitors requesting a quote online.
In addition to the increased lead volume, Wolf Paving has also been recognized as a thought leader by industry trade publications and has received media coverage from local TV stations, most recently being featured for a story on pothole repair.
When asked why the TV Station chose Wolf Paving, the station admitted that they found them via online search. When arriving at Wolf Paving's website, it looked like Wolf Paving was the right company to talk to.
Wolf Paving has received similar inquiries regarding other services, such as porous asphalt paving. A contractor contacted Wolf because, in his words, "Wolf Paving is clearly the expert on this topic."
When is outbound marketing effective?
When it's part of a bigger inbound marketing plan. The boost in visibility is most effective when you have the credibility and foundational elements in place that help convert new website visitors into potential new customers.
What outbound or paid media techniques have you found to be successful? Do you think they'd be as effective without an inbound marketing plan already in place?
About the Author: Jeff Coon is a partner and creative director at Stream Creative, a certified HubSpot partner and full service digital marketing and design firm specializing in inbound marketing, web design and development, and social media.
The other day, I posted about how I've stayed true to a helpful sales philosophy. It's not about me selling something. It's about me figuring out whether I can help someone or not. Sometimes, helping them involves them buying my solution. Sometimes, it doesn't.
Here's a bit more about my sales philosophy that I wrote in email to one of my sales reps:
I imagine you know this, but I am a hard ass about qualifying (and disqualifying) prospects. The way I see it is that I think sales is all about helping people... who want and need my help. Therefore, I don't want to waste time trying to sell someone who I don't think I can help, or who doesn't want my help. I would rather spend that time helping someone else who wants and needs my help. So, I'm particular about who I spend time with. I would much rather rule someone out (respectfully) so that I can spend more time putting someone else in my funnel.
The only thing that a salesperson truly controls is whether they've put enough opportunities into their funnel. Best way to ensure they do that is to spend as much time doing that, and be careful to avoid wasting time with people who don't want or need their help.
Therefore, whenever I approach a sale, my goal is to answer the question, "Can I actually help this person/company or not?" I'm trying to make my own conclusion. I don't care if the answer is yes or no. It just has to be one or the other and I want to answer the question as soon as possible.
Some prospects think they can figure out whether I can help them better than I can figure it out. They're wrong. They have no clue how I help people no matter how much they've read about me, my company or my product. I am much better at quickly figuring out if I can help someone because I've done this 1,000s of times. I've diagnosed company's sales and marketing practices 1,000s of times. I've seen it all. I can diagnose it quickly with a series of questions.
This philosophy can be really hard for a salesperson to embrace. Salespeople are afraid of disqualifying prospects. Salespeople are afraid to ask tough questions to figure out whether a prospect really needs, wants and can take advantage of their product. Salespeople can make sales by giving unqualified pitches.
But, as a salesperson, I know that I won't convince someone to buy my product unless they need it and want it. I can get lucky and pitch the right person. But, more often than not, salespeople who give unqualified pitches are not going to close the deal. As a market gets more competitive or they have less demand, these salespeople will really struggle.
How do you qualify or disqualify a prospect? How much time are you spending making unqualified pitches and chasing prospects who don't want your help? How much of that time could you be spending talking to more people who do want and need your help?
We've been HubSpot partners for over three years now and have on boarded over 40 customers as well as consulted with a few dozen others. But something happened today that has never happened to me before—I got a rousing round of applause from a client.
We recently were retained to help a regulatory consulting company re-design their website and launch them on a full blown inbound marketing campaign. The owner knew she needed a new website and she knew she needed outside help to get it done. The company culture feared change, feared online marketing, feared competition, and had no idea of how to take the steps needed to overcome these fears and build a website that attracted prospects using valuable content.
This company knew they needed to change, but needed a framework to work by and a nudge in the right direction. So when the owner was referred to me and we hit it off she hired us and we started down this road of inbound marketing. Many of you already moving on that path would recognize what we did as a straight forward, basic plan.
That is what it looked like to me. What it looked like to them was totally different.
Here is what the employees of this company saw:
- An opportunity to share their expertise to the world
- Proof that management was progressive and concerned about the future
- An outlet for creativity in a pretty un-creative world - telecom regulation
- New sales opportunities in a stagnant market
- A new enthusiasm for the expertise they have
- A new appreciation for how much they help their clients and how important they are to them
- A new energy to find ways to add more value and be even better at what they do
This company came to understand how they can translate what they do every day into content and how that content is used to attract new prospects and they are excited about it! They see that buying is changing and they need to change to meet the expectations of new prospects.
In short, a simple website re-design turned into a new sales and marketing strategy. This project created a new energy and enthusiasm for the business, their customers, their market place, and their jobs. They were thrilled to be moving ahead and excited about the opportunities this new website and the thinking that goes with it will bring.
So when I was asked to attend a meeting this morning to review the project with the team I expected to meet with 5 or 6 key people. Instead I met with the entire company and walked them through the site and answered their questions.
And at the end of the meeting they gave me a round of applause for helping them change.
Remember, it's not just a new website, it's a new way of thinking.
In the early days of website analytics, businesses measured page hits, site visits and unique visitors. And while most companies still do, these basic metrics fail to show how inbound marketing contributes to the organization’s bottom line. Because marketers are now being held accountable for proving return on investment (ROI) for their efforts, new ways to reach data-driven decisions must be developed. However, significant gaps between desire and execution still exist.
The 2012 BRITE-NYAMA Marketing in Transition Study revealed several common challenges marketers face in the collection of and reporting on the data necessary to effectively prove ROI within their organizations. According to the study, 51 percent of survey participants stated a lack of sharing customer data within their organizations as a barrier to effectively measuring their marketing ROI. About 65 percent of respondents said comparing the effectiveness of marketing across different digital media is a “major challenge" for their businesses. To help you get started measuring your marketing efforts, here are five tips:
Step 1: Define What Marketing ROI Means for Your Organization
Before you can effectively measure success, you must define what your key performance metrics will be, and agree upon the definition of “success.” The definition of success is not only unique to an organization, but often to each stakeholder, as well. For example, content marketing managers will be interested in the number of blog posts and downloads published, while your CMO will be interested in cost-per-lead and number of new leads at each phase of the sales funnel. For examples of additional digital marketing KPIs, check out John McTigue’s blog post, Top 10 Inbound Marketing KPIs – The View From the Top.
Step 2: Set Realistic and Measurable Goals
Once your KPIs are defined and agreed upon, the next step is to establish appropriate metrics. This may be a bit tricky, especially when you are first starting out. Chances are good you will need to make adjustments to your goals as you dig deeper into the data over time. Whether your goals were too aggressive or too conservative, be willing to adjust accordingly. At this point, you may also consider establishing guidelines for how the data will be presented. As a general rule, keep things simple. At a quick glance, your C-level executives should be able to tell if the goal was met or not. If using a spreadsheet, consider a simple color coding system—perhaps green if the goal was met and red if it was missed.
Step 3: Gather the Right Data Needed
As previously mentioned, one of the primary concerns of marketers who participated in the study was the lack of sharing customer data within their organizations. If you are like most organizations and data is collected and managed in multiple databases, establish a system for collecting the data needed from each department. First and foremost, work with your sales and IT departments to create a closed-loop process through your marketing automation platform. This integration will provide you with timely feedback from sales on the impact of your various activities in driving revenue.
Step 4: Monitor Your Goals Frequently
Don’t wait until the end of the month to evaluate your performance. Rather, monitor your KPIs on a weekly, if not daily, basis. For example, at Kuno, if we notice our number of new leads is below target at any point during the month, we have a plan in place to publish and promote new content (among other tactics).
Step 5: Use Your Data to Make Better Decisions
The days of “this just feels right” are long gone and collecting simple data just doesn’t cut it. Successful marketers understand the importance of using data to make decisions and justify budget requests to their bosses.
Please share your tips for showing marketing success in the comments section below!
Shannon Fuldauer, a senior consultant at Kuno Creative, has a B2B and B2C eCommerce Marketing background including roles as Vice President of Marketing & Sales Support, and subsequently Vice President of Public Relations & SEO Services, for CareerBoard.com. She has expertise in digital marketing and advanced email communications.
I was reading some of my old blog posts today and stumbled across this one called, "Networking Isn't About Favors." In it, I talked about my sales philosophy,
[At some point in my sales process] most of my prospects ask me "how they can hire me". Meaning: they are already sold. It's just a matter of fitting the right solution to solve their lead generation problems. In order to do this, I interview them about their business, discover their goals and budget, and then make a budget and goal appropriate recommendation. Then they say "yes" or "no". Most of the ones that get that far, say "yes". I usually rule most of the "no's" out before we get to a recommendation. As a result, I don't waste my time or my prospect's time if there isn't a good fit. And I help a lot of people along the way, creating a lot of good will - that always results in more opportunities for me and my clients."
That was written in October 2007, the month before I joined HubSpot. For those that don't know, before I joined HubSpot, I sold online and email marketing services for events and small business owners. But, when I joined HubSpot, I applied this same sales philosophy to selling HubSpot's software. I've had the opportunity to train 10s of salespeople directly, impact the way other teams at HubSpot sell, and help 100s of agencies realize how they can sell in the same way. The other day, I was in a meeting with Brad Coffey and he told me that a vendor asked him a sales question. When he laughed and said, "That's a great question.", they said "We learned from your agency sales training." The funny thing is that they are neither a partner or an agency.
It feels pretty good to reflect and realize that I've stayed true to this philosophy and have compelled so many other people to follow along. Together, we're doing a lot of good, helping a lot of people now. Thanks to those who taught me and those who helped spread the messages along the way. You know who you are.