Category

Inbound Marketing
HubSpot's Best Features
HubSpot is at the heart of our marketing technology (martech) stack at Espresso. We started using HubSpot back in 2010 and became partners the same year. I was recently asked what was my favorite feature or capability in HubSpot. It’s a tough question, and initially I copped out by rattling off half a dozen favorite...
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A few decades back (yes, I’ve been in this business a while) the sales execs at SAP (where I worked) talked about their “golf course lead” – which usually arrived on Monday morning. Way before the days of social media and internet marketing, one of the top tactics for filling sales funnel was the cold...
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I’m often asked to give talks on digital marketing. At the beginning of each session I ask the audience to raise hands if they are delighted with their digital marketing programs. A hand or two may be seen, but not always – there are times when all hands stay down. So, I then ask for...
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buyer persona development
A while ago I ran a marketing program for a disaster recovery solution provider. These are the people who ensure your servers are up and running and your data remains secure. It was a multi-channel marketing strategy launched with a publication and promotion of an ebook. We had set a target of 150 downloads of...
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email marketing
Thinking about a Japanese garden brings images of simplicity, order and calm – a well-placed rock, a pool, a small grove of bamboo focuses the mind. To quote one authority on Japanese gardens, “The minimalist approach applies to all aspects of gardening. The overall design should have smooth, clean lines and no unnecessary flourishes… with...
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what is new in website design
“We want to redesign our website to make it look up to date. Can you help?” I’m sure that many marketing agencies hear this from time to time. We certainly do. Just like fashion, what’s considered “cool” in website design changes frequently. Apple and Salesforce were once considered trend setters with their slick, engaging sites....
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go-to-market messages
“All the great inspiring leaders and organizations in the world … all think, act and communicate in the exact same way, and it’s the complete opposite to everyone else.” So, starts a remarkable and thought-provoking TED talk given by Simon Sinek. As Sinek points out, most organizations can describe WHAT they do – the familiar...
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I was recently running  a lead nurturing workshop with a client and we were  discussing the fact that buyers today progress through a significant portion of their buying cycle without  engaging a sales person. Both CSO Insights and Sirius Decision recently found many buyers put off contacting a vendor until the latter part of the...
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What is a Website Grader? Website Grader is a great tool created by HubSpot and is available at www.websitegrader.com. It evaluates a website’s “marketing effectiveness”. HubSpot compares the website to the millions of websites that it has evaluated and generates a website grade on the spot.  The grade is between 1 and 100, with 100...
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A few years ago people noticed a fundamental shift in the way companies bought products and services. Gone are the days when cold calling to generate leads was effective. Gone too are traditional selling cycles where sales executives could orchestrate the whole process from first meeting to contract signing. The internet changed all that. Today...
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