Notes from the Wilderness

Eric Seiberling's Notes from INBOUND14 and Other Marketing Misadventures.

[ericseiberling]

INBOUND14 Notes by Rosemary Grabowski

Personas breakout session

Includes:

Behavior-roles challenges goals

Demographics - age income education

Persona development session

Did interview style - does two per week with customers and deeper sales input They reside on Google share docs and are living personas so if someone learned more about this persona they can add comments and then Jodi adds these to the formal personas

In Hubspot they then self-select who they are. They have a catch all also - I wear many hats- it automatically builds lists

Plenary with Brian Halligan & Dharmesh Shah Inbound Marketing authors and Hubspot owners

Growth Perspective -no magic. Need to plan. Should include exceptional growth. Websites are these islands waiting to be found. Buying your way in is not the way to grow. To drive x-growth you need leverage. Inbound marketing gives you leverage. It Should be about pulling people in. Marketing should be about attracting, not interrupting. One investment in creating content and a lifetime of leverage. Can't out spend so out think, outsmart! Make it empathetic, about the other person

People - you need to have people to make the plays. Uses sports play book analogy. People create thing that create leverage. Marketers create things that get leveraged. Massive asymmetry for marketing stars.

Culture code - published by hubspot.

Platform - CMS SEO tools, Marketing automation Franklin - systems. The monster stops working for you and you start working for the monster.

Growth is a team sport (shown the numbered jerseys on hangers) Inbound.org - help marketing connect learn and grow. 36k Members Social inbox. - in just 20 min per day COS - content optimization system Anonymous personalization.

Also promoted Hub spot academy: training people to so social mrktg.

How inbound marketing meets inbound sales by David Merman Scott.

Frame. Antarctica - building a trip to Antarctica.

Blogs videos and info graphics

Open cycle company. Uses both inbound marketing and sales Biggest barrier - fear

Malcolm Gladwell

Transformation - skills, resources and ATTITUDE: MALCOLM MCLEAN. Born 1913 First to use diesel First to create standardized routes Created containerized shipping. Costs from 5.58 vs 0.15 / ton 1956 

Three lessons

First lesson: Attitude courage - many failed before. These entrepreneurs don't need recognition for others. Open/ creative, contentious, Disagreeable. Don’t care what others think. Tune out the nay Sayers Example IKEA I am going to ship furniture flat and make it in Poland ( great furniture and cheap labor.)

Second lesson: imagination. re-frame the problem. No longer in the trucking rail or shipping business we are moving stuff from one point to the other. reimagine every single stage in the process. RCA - they sold radios. Sarnoff. Idea - broadcast the biggest boxing match of the time with a 1.7M purse on the radio. First broadcasting event. Result: radios sales take off! An 8 minute broadcast transforms this business. He reframed the problem. It is about bringing the world into your living room not just the news. They were engineers sitting in an old frame threatened by the new thinking. They created amazing technology not in the entertainment business!

Third lesson - urgency! The reframing gives him the luxury of opening up the possibilities. Ordered a crane to be delivered in 90 days that can lift 40k lbs. co who makes cranes for ships said no way. So he rethinks it and goes to Washington state to people who makes cranes for lumber. They said YES XEROX PARK - Steve jobs visits and sees the mouse/personal computer. We are going to use the Graphical user interface. There I is born the Macintosh. Xerox park invented it. Steve jobs stole it. He wasn’t smarter but he had urgency

Transformation starts at the heart

[ericseiberling]

What TED Talks Can Teach You About the Future of Marketing - Tamsen Webster (Thursday 10:30am at INBOUND14)

There is a structure of TED talks -> there is a process. Anyone can do it.

Shake & Fold - Concordia TEDx

simple -> one theme

stick

one message

Right content in right sequence in right engagement

How do you get the right content? Design for action for someone to do or think differently. start from action and design backwards.

KNOW - BELIEVE - DO.  The way people consumer process information to do something different.

DO = One paper towel

BELIEVE = Possible for you to use one paper towel. Makes a difference.

KNOW = What you want to convey and learn

Ask question ->

what do I want them to do as an immediate result of the communication? (ACTION)

What do they have to believe to do that thing? (INSIGHT)

What do they have to know in order to believe to do that thing? (EVIDENCE)

You have to understand right sequence for that content. Pay attention to the audience sequence. What they want you to answer when you ask the question? Can I only use one paper towel? Can I do that? Show me.

Answer the question in the room.

Run of Insights Workship. First insight, First Translation, Second Insight, Second Insight and so on.

How do we make it stick? (SWITCH by Heath Brothers)

Left Brain -> analysis, Right Brain -> Synthesis. 

Need to cross hemispheres. Say happy birthday (not sing). Hum Happy Birthday. each touch one person of brain.

Bill Gates - Malaria

Stats first -> left

Release mosquitos -> right

Tell is on left brain. Show is on right.

-------------------------------------- What is the process:

Content

Sequence

Script

Visuals/handouts (can't have visuals for every point)

Rehearse (again and again) => best real is carefully rehearsed. If it doesn't sound real, it has not been rehearsed enough.

Deliver

Same with written too. keep doing until it sounds real.

right content, right sequence, right engagement.

------------------------------------- For corporate communications -

Think about the sequence of actions first to build series of actions. The action has to have meaning for the audience. What actual problem does it solve for the audience?

Hospital bed that raises up -> easier for nurses to turn patients -> high incidents of back injury in nurses from too low of beds -> lower workers comp claims. START WITH THE LOWER WORKERS COMP AND TELL CUSTOMER STORY AS EVIDENCE

Three macro tools for presenters - narrative, visuals, handout. They are not the same thing. Don't use all of them that way.

Visuals

No bullets

Must be essential to make your point. (ON BIGGEST IDEAS)

[ericseiberling]

The Future of Storytelling - Panel Discussion (Thursday 11:45am at INBOUND14)

Panel discussion by Ben Grossman, Chad O'Connor, Jenna Lebel, Mike Faber

How do stories play?

stories are about emotion

stories help people learn and empower

people have limited attention spans and don't want to listen to ads for low involvement categories.

people trust people, not TV ads, etc.  #1 family and friend; #2 strangers

What makes a good story a good story?

ministry of supply - shows mindset of brand and start up

redemption story and hope...RISE for Liberty Mutual with comeback stories.  Olympian was comeback story, linked to brand and how insurance helps the comeback.

How important is who is telling the story?

how do have a human telling the story vs. the corporate collective.  One human voice vs. mishmash.

how do we make it authentic?  Sponsor the story vs. corp as protagonist.

How do you align lots of employees?

create opportunities to tell stories.  Have people vote for fav bank by taking pic with Samsung phone at battle of bands.

Created stories

society of grownups - ran contest, moving stories and corp curated it.

be careful #McD - asked for stories about McDonalds and things went terribly wrong.  Only do this if users have good experiences.

The future of stories

stop intruding into stories of which you don't belong. Resist it.

tell compelling stories.  Self-centered does not work.  Work all formats

facilitate conversation vs. control.

[ericseiberling]

The process for visual storytelling by Leslie Bradshaw (Wednesday 1:45pm at INBOUND14)

[ericseiberling]

DIY Graphic Design for FREE - Angela Hicks (Wednesday 11:45am at INBOUND14)

Three types:  1) color, 2) typography and 3) imagery

Color.

Humans see color to understand emotion. (Researchers) color is powerful and can make statements. Subconscious decisions are made in 90 sec or less.  62-90 percent is made on color alone,

Colorzilla.com - eye dropper color pick tool and gradient builder. And builds CSS code. Webpage color analyzer to pull all colors on page so you can drive consistency.

ColourLovers.com - color palette with CSS, custom twitter themes, pattern maker.  Community builds palettes for grinds. Can print on own fabric.

Choose wisely.  Understand color psychology.

Typography

if can't read it, we don't remember it.

Google.com/fonts = large font collection! CSS! and good loading time.

afterthedeadline plugin : spell check (wordpress), style and grammar check.

iconography

icoMoon.io - first custom icon font builder.  3000+ icons.

Imagery

Infogr.am. Build infographics.  Have I million infographics that are are ready to use.  Going to video soon,  can animate infographics soon.

canva.com - drag and drop.  Simple.  Best out there. Allows real time collaboration.  Premium assets are a buck.

imcreator.com/free - Curated photos for commercial use.  Layouts and icons.

Other stock photo sites:

gratisography.com

unsplash.com

picography.co

compfight.com

[ericseiberling]

The art and science of content promotion - Kieran Flanagan (Wednesday 10:30am at INBOUND14)

Slides can be found here

Can't just build content.  Need to promote it.  27mm pieces of content shared every day. Can't just "do content" everybody doing it but don't believe they are effective.

Content is good...but need to market it.  Need to excel to promote it.

The science

define the goal and built metrics to measure it.  The tactics you will use are different.

If want 200 qualified leads -> means in browsing part of journey, landing page, 10% of leads are qualified.  So need 200 downloads, 50% conversion from landing page, so 4000 views, and open rate is xx% so you can work backwards for all metrics.

So...think about

Distribution channels (blog, email, fb, twitter, co-promote) = available audience

Engagement rate - optimize by channel. Click thru rate (ctr)

Engaged audience - total size of people who will view.

This will give you to clear plan and success rates. Look at Analytics by channel and baseline.

Now can move to ART

If we spend 10 hours creating a piece, spend 10 hours to promote it.

Prior to launch - optimize full campaign

Week of launch - lives or dies

Ongoing - optimize and curate

#1. Prior to launch

Must have good content (who is target, why will they love it, what action do I want them to take, how will they find it, why will they share it).  Gather insights to make your content better

 Tools to help:

Socialcrawlytics. Competitors websites

Buzzsumo - popular content by keywords and alerts Open site explorer - what content from competitors getting linked to.

Quota - question and answer site.  Look for topics and questions with best engagement.

Send to experts and ask for insights/quotes.  Include it.  Improved shares Include unique data in content.

Co create content with experts.  Give value to all.  Similar audience and don't compete, you are a well established brand, you have unique data that you can share.

Create outreach lists well in advance of launch. Split bloggers and experts into tiers (twitter followers, etc)

Create Promotion pack for high priority bloggers with a couple days exclusivity.

Email templates by tiers

#2. Week of launch - where content campaigns live or die

do a soft launch of content.  Hit high pri people and give them time

Email still matters.  Consistent branding. Clear value prop.

Make it shareable.

make it personal. 

Activities the week of Launch 

Facebook:  Only launch once on Facebook. Short post, big image.

LinkedIn key. 277% more effective than twitter and fb. Now has blogging engine. Groups highly effective. 

Twitter needs repromoted.  Lifespan is 18 min.  Use followerwonk to know when to schedule tweets. 17% increase in retweets with stats. 

Do blog post.  Include in blogs that can retweet.  Same with quotes.

 Paid content amplification helps

visuals in tweets...pics, stats, and people will share paid tweet.  experiment with your targeting.

Facebook needs a lot of testing. right column for retargeting. Newsfeed for content amplification. 

LinkedIn...keep targeting very tight.  Refresh ads every week.

Blog each week and amp it.

  #3 ongoing

show love for content after the first week. (Create content leaderboard)

update popular content. Revamp and relaunch. (Keep best content fresh per quarter)

optimize historical content

[ericseiberling]

David and Golaith - Malcolm Gladwell (Wednesday 8am keynote at INBOUND#14)

David Meerman Scott Intro

Winner is one with best content and most engaged (quark expeditions / Antarctica)

What holds us back - fear

Inbound marketing is meeting inbound sales Be consistent Put personality in it.

Malcolm Gladwell - David and Goliath. (Transformation)

It is not about the skills, technology and resources, it is about the people's attitude and habits of mind.

Learn from one overlooked innovator named Malcolm McLean - born 1913 in NC.  innovator in trucking industry.  Highly competitive. Can't sit still.  Docks were great bottleneck.  Load/unload took as long as to sail between NYC and London.  Docks were 50% of cost. Theft. Too hard.  Came up with shipping container concept. $5.58 a ton vs. 15 cents per ton in 1950s.  Modernized world shipping.

Lesson #1 courage

Courage to think different than herd and explore ideas. Many fortunes lost trying to do it.  Lack of standardization, longshoreman did not know how to do it, 25% of weight was container, EVERYONE FAILED.  he persists.  He was a highly disagreeable person (meaning did not require approval of peers to do something that was correct.). It is the courage to be independent.

Massively open to new ideas (creative)

Extremely conscientious (see it through and execute)

Disagreeableness.  (Willingness to tune out naysayers)

Kampart - IKEA - was all three.

source of cost of furniture was assembly and bulky shipping

sold it unassembled.

made in Poland after Swedish boycott of furniture makers. (1961 outsourced)

It is hard to be open, conscientious and disagreeable.  (Hard to be as a human being as social).  World doesn't want to embrace you. It takes courage to do it.

 Lesson #2 imagination to reframe problem.

Leave own business model.  Cannot tweak own model.  Start with problem and reimagine solution end to end. Every step of the way needs to be reimagined. 

Mclean...Loading truck; standardize across trucks, ships and trains; attached in an easy way to detach; special movable cranes; reinforce pier; ship design; manage union; sales and logistics people change so it works.  Not in truck or shipping business.  Now moving things from A to B.  Now can rethink the whole problem.

RCA - not in radio selling business.  We are in the business of delivering the world events (sports, news, entertainment) live into your house.. (1921 prize fight).  Steals transmitter from army. Sales team put sets in pool halls, bars, etc. first live sportscast.  Pivotal moment for radio. 8 min broadcast unleashed transformation.  From news to bringing the world live into your house.  Now entertainment company.

Cannot revel in the images of yourself (old identity). Reframing is scary because you lose your identity.  All shipping companies from 1950s gone.

Lesson #3. Urgency

McLean just launched ideal X ship.  Newark Dock went on strike.  McLean used it to refit ships. Needed cranes.  Shipping crane makers can't do it.  Since reframed and looked for it in 90 days...said who moves heavy stuff. Lumber cranes could do it.

Urgency drives focus and action.  The story of Xerox vs. Apple

Xerox park in 1970s packed with geniuses and allowed reimagine the office.  Everything in computer revolution came from there...mice, Mac OS interface, Ethernet, etc.  alta PC. 

Steve Jobs saw alta pc and graphical user interface, mouse.  Prototypes GUI And mouse...and the Mac was born.  Burning desire to get something done.

Transformation comes from attitudes and not intelligence or wisdom.  It is from the heart.

[ericseiberling]

How to Map Content to Buyer's Journey and the Marketer's Funnel - Julie (Spatola) Kykesh (Wednesday 7am - INBOUND14)

Link to slides from 2013 presentation (to help show the steps) 

 1. Buyer's journey

awareness, consideration, decision stage -> buyer's research process (behavior, needs, thought process)

maps to first 3 elements customer experience journey

3 steps:

awareness -> recognition of a problem

consideration -> looks at all ways to solve problem.  Review all options and deselection of alternatives.

decision -> review of specific alternatives and specific solution consideration and selection.

Persona is a static representation of a buyer.  56% of u.s. EMail in u.s. unsubscribe due to irrelevant content.  Delivery right content to right person at right stage.

2. Content mapping methodology

Three steps: user behavior, content type, relevant keywords or terms.

3. Map individual content offer

Keywords by buyers journey stage.  Offer title and abstract, landing page, cta, email copy and subj line.

DOWNLOAD BUYERS JOURNEY FROM HUBSPOT

4. Map entire content library - content offer inventory CONTENT INVENTORY WORKSHEET

5. Content matrix

analyze inventory.  By stage, by persona, by topic.  % by stage.

align to one stage and have it fit into a better stage (title revision or break it up if too big or trying to do too much).

make sure you have sufficient content.

don't water down content by bridging multiple personas.

also look at it by topic (package vs. shelf, 3d shape vs. spec mgt). Research what buyers care about and cover that.

6. Content roadmap and editorial calendar

create the plan and execute

make sure you create the editorial calendar for drum beat.  Be realistic.

7. Customize for persona

8. Use what you have in your inbound mkt

weight lead scoring by where they are in buyers journey.

on thank you pages, offer up relevant content to phase in buyer's journey.  Personalize to avoid what they have already downloaded.

ask AND USE key questions to determine where at buyers journey

[ericseiberling]

How to Sell the Modern Buyers - Jill Rowley (Tuesday 5:15pm at INBOUND14)

Video:  socialnomics 2014

Switch from selling to helping.  Help the customer buy.  78% salesperson using social networks outsell peers. (Identity + relationship = who influence them).  Should follow buyers based on their comments after sale.

Customers expect companies feel personal and authentic. Adapt or die.  By 2025, 75 percent will be millennials.  The millenial buying profile mandates this behavior or you will be out in the cold.

Become more human through unedited voices and personalities.  92% of b2b start search online. Modern buyers best friend. 57% buying process before engaging sales.  Marketers manage more of the buying process. Buyer to company 33%, buyer to buyer 92%

Become credible and influencer in process.  Social selling key and need to be seen as expert.   B2b = twitter and linkedin

Social selling is using social to Research to be relevant to build relationships that drive revenue.

resume to digital rep

always be connecting

use content to engage

social listen to leads

measure meaningful metrics

Need to be info concierge.  Use Little Bird to id smarty pants people in industry and serves up content they are sharing.  411 = 4 piece non company content, 1 company, 1 humanizing piece (Ted talks, kids, etc.)

  Specific Soclal Media Tools

LinkedIn.  fix profile.  Headline how help vs. title. First person. Tell a story vs. resume.  Recommendations key.   Use their words on your invite. Groups key.  Find alumni. 

Twitter - hashtags. Create lists, linkedin URL, clean it up.

Facebook?  At its core...research.  Accompani = startup on private beta.   Be careful so you do not appear creepy.

[ericseiberling]

Hubspot Keynote - Brian Halligan and Dharmesh Shaw (Tuesday 3pm - INBOUND14)

There are 3 buckets to look at things: perspective, people and platform.

Perspective

Growth does not magically happen.  It must be planned.

Every plan needs a goal. BHAG.

I write things that interest people.  Whole job is how do you get found.

Old school marketing is an arms race for attention.  Pay attention = you pay with attention.  Buying your way in doesn't work.  To drive x growth you need leverage.  This is way inbound works.  Pull them in with something useful.  Attract vs. interrupt. One time investment of content, lifetime of value.

New play book. Attract, connect, influence

People

Exceptional growth requires exceptional people

Hire people to create leverage

content marketers will get high in demand (industry + tech + content + social)

Culture matters. Culturecode.com

Product is to marketing as culture is to culture.  Peers > beers.  Get amazing people via crazy goals.  Try new things

Platform

How do you implement market at a start up?

Lots of tools and someone brilliant needs to wire it together.  Science project turns into frakensystem. Monster stops working for you and you start working for the monster.  Hub spot built it all from ground up.  Also needs ecosystem.  (Do are var partners got religion?)

Growth is a team sport.

Build tool to create campaigns. Walks through process. Need a coordinating calendar.  Blog, email, recurring email, landing page, social, task.

inbound.org. New community site. It's hard to get x-growth without tapping into social media. Hubspot already has smart social media context in inbox.  Can manage inbox in 20 min a day.

you get what you measure.  Links to assets and attribution.

website. Content management system.  Speed matters.

out of the box personalization, including first time visitors.

marketing automation too.  Easy branching logic, etc.

www.hubspot.com/new

You want them to love you and what you do vs. like you.

  Biran Halligan - Hubspot CEO

sumo frame = we want you to get leverage by attacking.

churn in fortune 1000

shopping process is radically changing.

 Sales perspective = prospect has power

failing school system for b2b sellers, forester November 22 2013

information asymmetry, now info parity.  Prospect vs. sales rep has power.

it is a yelpified buying process.  G2crowd, chrome store,

Sales people

always be closing -> always be helping

sharp minds

ambiverted

transparent

highly motivated (consistent)

Sales platform

Hubspot uses Salesforce.com.  Works for vp of sales but 3 gaps.  1) creates work for rep vs. makes it easier; 2) missing context of new buyer to sell/help; 3) doesn't help prospect. So sales guys stop using CRM.  NEW TOOL COMING OUT = SIDEKICK.  Look alikes, activity with marketing, front end of CRM so sales rep doesn't need to open it.  Freemium pricing.

hubspot CRM.  Well connected to social and knock down research projects.  Freemium pricing model.

www.Hubspot.com/sales

[ericseiberling]

The Art of the Perfect Post - Guy Kawasaki and Peg Fitzpatrick (Tuesday 11:45am at INBOUND14)

It takes a team effort to keep make it look like Guy Kawasaki is posting 50 times a day. Here is how they build posts that drive interest and momentum in what they are evangelizing (In this case, Canva.com)

1. Pass the reshare test. - Everything you do should have users want to reshare it to their followers.  Is your content worthy of resharing?  Is it that good they are willing to risk their reputation by sharing it?  GOOGLE+ ripples.  Twitter Analytics.

2. Be valuable.  Information, analysis, assistance, entertainment.  Mix it up and balance it.  The npr model.  Provide value.  Hold telethon once and a while but not constantly.  Even in promotion mode, still mix in others.  Look at canva to find examples.  Balance of curate and create content.

3. Be bold. We have the right to be bold and take a stand. Be careful about the brand but do not be afraid to stand for something.  It makes you more interest and authentic.  You should be pissing someone off.  Block trolls.  It is my swimming pool.  You pee'd in it.  You get kicked out.

4. Be brief.  Fifty character headline. Three sentence body. Active voice. Use bullet points or numbered lists to break up text.  Add 1 hashtag on twitter, up to 3 on others. Create sections.  That is why I use top 10 lists.  Shows organization vs. stream of conscious bullshit. Big picture, short post.

5. Credit your source.  Give the person a mention especially when curate content.  It builds relationships with other bloggers.  This works very well. Top 10 of Facebook engagement....list 1 and then say click here to read the other 9.  Tactical tip...highlight person who created content. Sometimes do both.

6. Add drama.  Every post should have visual content. Picture, video, etc. canva graphics.  Create large pinable item on Pinterest and the pin it back and credit source.  Look at Pat Fitzpatrick Pinterest account.  75% higher interest on tweets with pics.  Post pic as part of it so it shows up big.  Get really big picture or use canva.  Every single one.  Holykaw.com. Wordpress blog, auto tweet 4x (once every 8 hours). Does not add pic.  Can add 4 pics per tweet. Can tag photo without counting vs. 140 characters.

7. Embrace hashtags.  It ties all content together with other people's content. Check the hashtag before using it.  Hashtags on fb (use 2), twitter (use 1).  Create list of key hashtags for your industry.  Instagram is hashtag heaven, (up to 30)....use 2 in original post.  Link into comments.  Create hashtag list in Evernote.  For google plus, it will add one additional hashtag, look it up and see what Google thinks it is and if it is radically different...fix it.

8. Schedule and spread out posts.  Need to schedule posts for optimal number of views.  Use bitly to track.  Send out 4 times eight hours apart. Guy - buffer, pat - scrapsocial.  Buffer hits twitter, fb, LinkedIn, Google+,  (no repeat). Sproutsocial - allows repeat. 

9. Keep calm and post often.  Some people will complain.  They volunteered to following you.  UFM - unfollow me.  Take the heat and keep going.

10. Crosspost. Share content on all platforms that you are present.

11.  Check with an "incognito" page. Check profiles and posts.

12. Pull content and use tools.  Key services highlighted by Guy and Pat include:  Buffer, Social Bro, Sprout Social, Tailwind and TweetDeck to help you manage your social media activities.  .For content, suggested sites include Alltop, Feedly, Holy Kaw!, NPR, Pinterest and StumbleUpon.

[ericseiberling]

Digital Business Mastery - Chris Brogan (Tuesday at 10:30am at INBOUND14)

DIGITAL BUSINESS MASTERY: HOW TO USE CONTENT MARKETING AND SOCIAL NETWORKS TO DRIVE SALES AND RUN A WORLD CLASS BUSINESS

Content marketing is weaponized storytelling

Top companies in an industry and top thought leaders in a subject engage with people in social and make them part of the tribe.

They do the following:

solve people's problems

provide recipes

encourage action (encourage action that makes everything else better and it creates opp)

apply hooks

Social Media can drive Sales if you solve people's problems.  One way is to ask people what problem they are trying to solve.  Ask them to send in questions via email and create a short video to show a quick answer.  The goal is to create compelling content to attract people.  Create that list and sell.

For example:  Create a 20 buck webinar and then sell $500 product. Continue to follow up. 80 percent of sales come from 5 to 11 contact while only 20 percent will buy the $500 product right away.  You must be warm and personal at all times or you will turn them off.

Provide recipes that helps others with our without you.  It cannot be able trying to sell them all the time.  Be helpful

Encourage action while being personable.  It is a nice balancing act. Sometimes, people cannot buy right away.  Just keep giving them good content and they will buy eventually or they will stop listening.

The Rise of Podcasting.  Podcasting is growing and growing and growing with the proliferation of smartphones and even cars being able to download podcasts.  Podcasters need to have a great take and use format that works. Podcasts need to be targeted, relevant and ask their listeners to take an action.

Focus on lowering the friction between buyers and marketers.  Always think about ways to provide valuable content to move people along in the buyer's journey and ultimately close the sale.

Go where the money is. Select tactics based on ROI.  If you do not know the ROI.  Test it for a period of time and then Keep or cut it depending on how well it works.

You live or die by your email list.  That is the key.  Bad marketers hate email because they suck at it.  Need to track response to sales and constantly focus on how to cultivate your lists and improve how you reach out to them.

Marketing and sales alignment.  Focus on both driving awareness and have a lead generation plan to nurture and follow up on the leads that you get.  It may take 5-11 follow-ups to get a true buying response. Use CRM to understand what people are interested in, provide content that matters to them and then use an integrated CRM is key to show thread of sales for initial awareness to final sale.

How do you get people on board.  Use pilots to try new approaches and then the impact on sales (and hopefully the revenue bump.)  Start small and then continue to build. Showing case studies from other companies don't work and people are often not convinced (because everyone believes their situation is unique.)

How do you stay personable to your audience with small team? Do not be too generic.  Focus on little communities that your team can handle and then grow your reach through ambassadors and bloggers that you befriend.  It is better off to focus on a small community and do it well vs. spread your actions too thin and not accomplish much in the end.

How do you engage the CEO list (CEO built email list)?  Invite them to hear guest at webinar, thank them and then ask them to join. This takes a long cultivation so be patient and offer both messages that are relevant and other attendees that they want to connect with.

One tool:  Rapleaf - back end tool to find info on people.  Now towerdata. http://intelligence.towerdata.com

[ericseiberling]

10 Lessons from Steve Jobs - Guy Kawasaki (Monday Keynote at INBOUND14)

1. Experts are clueless. Can only predict existing products. Can't predict future. Listen to experts and resist them.  Bozos = bozosity. IBM, western union = telephone

2. Customers cannot tell you what they need.  Better apple 2 vs. Mac, can evolve product not leap

3. Action occurs on next curve and not the current one. Ice cutter, ice factory, refrigerator, (ice factory did not create refrigerator.  Define themselves that way vs. value for customers)

4. Challenge big.  Apple welcome letter for IBM.  Orwellian 1984 spot.

5. Design counts. It counts for enough people.  People with big black plastic ugly laptop vs. Mac air.  PC owners are oppressed.

6. Use big graphics and big fonts for presentations.  Give them just enough anchor to follow

7. Changing mind is a sign of intelligence.  iPhone 2007...Safari plugin to keep secure.  2008 opening via SDK. OPEN ENVIRONMENT.  Willing to change

8. Value not equal price.  Full experience including support, training, stability. Fight on value vs. price.

9. A players hire a+ players.  B player hire c players, and so on.  Bozo explosion. Hire people who are better than you.

10. Marketing is about creating unique value.  Uniqueness vs. value.  Role of marketer

2x2 matrix;  Y-axis is Uniqueness and X-axis is Value 

Fairy tale/stupid         Apple (change market, make history)

Bonehead/.com.        Commodity

Example:  iPod= legal, 99 cent, easy carry music

  Bonus:   Some things need to believed to be seen.   You an make it come true.

Don't let bozos grind you down. Stay foolish. Stay hungry.

BUT, WAIT...THERE'S MORE!!! 

Offer. Got to Canva.com to help create art for social medial  Create a piece and send to [email protected] for a free eBook.

[ericseiberling]

Leader's Eat Last - Simon Sinek (Tuesday Morning Keynote Notes #INBOUND14)

Environment makes people willing to sacrifice.  Good people in bad environment go bad.  Bad people in good environment become good.  It is the social dynamic.

Danger create tribes. Tribes that we trust make us safe.  Lack of trust breaks the tribe.

Leadership creates the condition of the tribe.  It is based on emotions and not rules.  Cya emails show unsafe environment.  Fear manifests bad behavior.  Southwest Airlines do not fear leadership and delight customers.

We need to create circle of safety to feel safe.  Our actions determine where we protect one another or scatter when dangers come and home that it eats someone else.. 

SELFISH CHEMICALS

endorphins (mask pain), human built for endorphins, laughing hurts, etc. runners high. When we push through pain we get the endorphins going.

dopamine (find something looking for), win game, cross something off list, eating.  Stay fixed on goal and get there.  Feel progress.  Yes.  We made it.metrics show us we make progress toward vision.  Need it to be specific so we can see it.  Need mile markers. It is highly addictive.  Gambling.  Slots.  See edges of 7 or get one 7.  Tricks us into making progress.  Addicted to email because we make progress and knock them out.  Unhealthy cultures are only driven by metrics.  We are addicts trying to get a hit. 

SOCIAL CHEMICALS

seratonin (when we get recognized in public within our tribe, pride, self confidence).  College graduation as example.  Helps us bond together as team.  Willing to sacrifice for one another and make it worth it. We want to be with people that are willing to sacrifice for us.  Leaders go first.  This is the leadership chemical.  Up until recently, communities were up to 150.  Hierarchies. Alpha and beta. We are used to it. Their perks don't bother us. The cost of leadership is self-interest.  When a leader is not willing to rush into danger, it breaks down org.  Financial CEO sacrificing people to save bonus and not vice versa.  It is not the number.  It is the willingness to "eat last" officers never go hungry.  People sacrifice back.

Oxytocin (love, friendship, trust and warmth). Unicorn chemical.  Sit next to people we like. We get it through physical touch.  Business is about getting humans together to feel safe.  If don't shake hands at end of contract, will not trust one another.  Acts of kindness for others. Money does not count.  Work counts.  Email is too easy.  Handwritten note feels better.  Takes time and energy.  Both...not one.  Doing act, receiving act and witnessing act all release oxytocin.  People with oxytocin live longer and makes use smarter (activates frontal lobe)

Cortisol (stress and early warning system.  Fight or flight). One spooks, all spook, and people are ready to fight or flight.  Start looking for it.  Start amping us up.  Makes us paranoid and look for danger.  Unsafe work environments = massive stress drip.  "Dread pirate Roberts" companies.    Cortisol makes us unbelievably selfish and inhibits oxytocin.  turns off unneeded systems.  growth, immune systems, etc.  leaders determine stress levels. 

WHAT DOES THIS MEAN FOR LEADERS

Leaders are responsible for people.  People run the business.  Leaders protect people in times of danger. They will reward you back and they will protect one another.

This includes the big things and the little things.  How to we praise in public and coach in private.  How do we give people our full attention when they come into the office?  We need to put the phone away and do things which build up the tribe and it starts and ends with the leader.

ONE SIMPLE QUESTION:  How do we inject social chemicals in our daily work...especially when remote?