Inbound Marketing is actually just a myth…

The Product Coalition

I have traditionally been a believer that any form of marketing other than what is classified as, “Inbound” is typically a waste of money and time. As I think about it however, I actually think that this idea of, “Inbound marketing” is actually a bit ridiculous. HubSpot defines inbound marketing this way: “Since 2006, inbound marketing has been the most effective marketing method for doing business online.

A New Inbound Approach To Customer Success

Gainsight

If you’re familiar with HubSpot, then the word that probably comes to mind is “inbound.”. Inbound marketing was the concept upon which we founded HubSpot: that outbound, interruption-based marketing was going extinct, and instead of interrupting people to get their attention, you needed to start attracting an engaged audience to grow bigger and better. In 2018, based on a new set of observations, we decided to update one of the core concepts of inbound marketing.

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The Phenomenal Product Manager: Product Marketing versus Product Management

280 Group

We’ll be using the term Product Manager to refer to both Product Managers and Product Marketers. The easiest way to think about the difference between these two is to think of them as inbound and outbound. Inbound (Product Management) spends most of their time with engineering teams and customers, making critical decisions and ensuring that everything gets done to bring customer-focused products to market. Customer and Market Research. Product Marketing.

The ultimate marketing technology stack for 2019

Inside Intercom

Known as the Martech 5000 — nicknamed after the 5,000 companies that were competing in the global marketing technology space in 2017, it’s said to be the most frequently shared slide of all time. By early 2018, Brinker had updated it with almost 2,000 more vendors — that’s nearly 7,000 marketing software companies fighting for the same buyers’ attention. – lie beyond the realms of this article but one thing is clear: this market is HUGE.

What 14 startup investors and advisors taught us about chasing (and finding) product-market fit

Mixpanel

Table of Contents The problem with defining product-market fit In search of quantitative indicators of product-market fit 6 things about measuring product-market fit 1. With that in mind, product-market fit is a spectrum 4. The problem with defining product-market fit.

The SaaS Marketing Playbook for Exceptional Growth in 2021

Userpilot

Like any playbook in sports, your marketing playbook is only as good as the coach who wrote it. That is why we asked some of the best SaaS marketing practitioners for their best plays with the highest win percentage. SaaS Marketing Playbook Table of Contents. Content Marketing.

What is Product Marketing? A Data-Backed Definition

The Product Coalition

An insight into Product Marketing roles, responsibilities and KPIs after interviewing dozens of Product Marketing Managers. The New Age of Product Marketing The evolution of Product Marketing is one of the newest and most important trends in software marketing today, so it’s important to understand it and know how to apply it for your career or company. What is Product Marketing? How Product Marketing got here ?? What is Product Marketing?

Spendesk’s Nicolas Marchais on evolving with your market

Inside Intercom

Creating a new product category also creates a plethora of challenges – from spotting the right market niche to convincing customers that yours is a service they need. As Head of Sales for Spendesk, Nico was initially inspired by the vision of founder Rodolphe Ardant who had spotted a gap for ‘spend management’ in the B2B market based on personal banking trends. “How can I push my message while still capturing existing intent from the market?”

Dear Strategy: 058 SEO, SEM, and Other Marketing Strategy Trends

Dear Strategy

Dear Strategy: “Can you talk about some of the newer trends in marketing that should be considered when putting together a marketing strategy?”. . Finally – a question about marketing strategy!!! But when I founded my training business, Strategy Generation Company, earlier this year, I decided to focus the programs that we offer on the areas of product, business, and marketing strategy. Business, Product, and Marketing Strategies.

7 Principles To Mastering Growth Marketing

Brian Balfour

Hacktics, the tips, tricks, hacks, tools, and secrets that promise to solve our growth problems. As a result, marketers now get the majority of their “learning” through this hack-tic based content. As addictive as they are, prescription-based tactics and tools won’t solve your problem, and most importantly, help you become an elite marketer. It is such a popular question that it was asked on Inbound. It also has nothing to do with a set of tools.

How do market researchers add experimentation to drive better business outcomes?

AlphaHQ

Look no further than Amazon – in a 2017 letter to shareholders , CEO Jeff Bezos, credited a decision-making model for the company’s ability to deliver value to the market faster: “Most decisions should probably be made with somewhere around 70% of the information you wish you had. Whereas many organizations have deep and meaningful expertise doing large-scale market research, their findings are hitting critical limitations.

8 B2B SaaS Marketing Tactics to Try in 2021 [Ft. Hubspot, Neil Patel, Kontentino & More!]

Userpilot

The B2B SaaS marketing space can feel a lot like an echo chamber. SaaS marketers need to move fast and break things, but rather than jumping from one ‘shiny new growth hack’ to another, stick to a few tried and tested tactics first. What do SaaS Companies spend on B2B Marketing?

Why Most Companies Fail At Moving Up or Down Market

Brian Balfour

The difference between these two are not the common mantras of build a great product, product market fit is the only thing that matters, or growth hacking. In part two, I talked about why we should think about Product Market Fit as Market Product Fit , how to lay out your Market and Product hypotheses, and how understanding whether you have Market Product Fit comes down to Qualitative, Quantitative, and Intuitive indicators.

A comprehensive guide to A/B testing

Userzoom

A/B testing can be used to compare the performance of a webpage, app, email, or advert by pitting a control, ‘A’, against a test variant, ‘B’ A/B testing works by randomly splitting your inbound traffic equally between the two versions. The data we capture from each group and their interaction with the variant can help you to make informed, evidence-based decisions about marketing, design, and user experience.

How do market researchers add experimentation to drive better business outcomes?

AlphaHQ

Look no further than Amazon – in a 2017 letter to shareholders , CEO Jeff Bezos, credited a decision-making model for the company’s ability to deliver value to the market faster: “Most decisions should probably be made with somewhere around 70% of the information you wish you had. Whereas many organizations have deep and meaningful expertise doing large-scale market research, their findings are hitting critical limitations.

How do market researchers add experimentation to drive better business outcomes?

AlphaHQ

Look no further than Amazon – in a 2017 letter to shareholders , CEO Jeff Bezos, credited a decision-making model for the company’s ability to deliver value to the market faster: “Most decisions should probably be made with somewhere around 70% of the information you wish you had. Whereas many organizations have deep and meaningful expertise doing large-scale market research, their findings are hitting critical limitations.

A comprehensive guide to A/B testing

Userzoom

A/B testing can be used to compare the performance of a webpage, app, email, or advert by pitting a control, ‘A’, against a test variant, ‘B’ A/B testing works by randomly splitting your inbound traffic equally between the two versions. The data we capture from each group and their interaction with the variant can help you to make informed, evidence-based decisions about marketing, design, and user experience.

Product Management Roles: Whose Job is it? [+Webinar]

280 Group

The two groups your Product Managers are likely to work with most closely are your engineering/development and sales and marketing teams… Cue the role confusion. Sales and Marketing teams. You can think of the differentiation as “inbound” vs. “outbound.”.

Getting conversational: HubSpot’s CEO on a new species of disruptor

Inside Intercom

Old communication tools, like email and forms, simply don’t match the ways modern customers want to talk, connect, and receive help. Customers who had enough of receiving unsolicited communication quickly armoured up with these new “protection” tools.

How live chat can warm up your cold outbound leads

Inside Intercom

So we began using our live chat tool – typically viewed as a tool for responding to website visitors – to continue engaging cold email leads. As sales trainer John Barrows once told us , our job is to create context around the content that marketing creates. From outbound to inbound. This new approach to live chat as a part of cold outreach has turned outbound emails into inbound conversations.

HubSpot’s Kieran Flanagan on product-led growth

Inside Intercom

Though he’s now HubSpot’s VP of Marketing and Growth, Kieran has seen it all. From there, he created HubSpot’s freemium, go-to-market product, before moving into his current role. You’re probably familiar with product-market fit (determining the group of people who will become your customers). We have a suite of tools that help marketers, sales, customer service people, and grow companies. Kieran: Yeah, I’m interested in all types of marketing.

Reorganizing Product Teams

Mironov Consulting

Changing how a product management team divides its work – and how it interacts with development/design/marketing groups – is as much about change management as org charts. No need for market validation, ROI calculators, competitive analysis, per-seat pricing models, or multi-release roadmaps.

How to Get Your Next 1,000 Customers without Breaking Your Bank

The Product Coalition

After all, who doesn’t want more market share and revenue growth? Nevertheless not all businesses understand how to leverage on technology to break out of the ad-spend rat race nor harnessing it to help marketing and sales teams to be more effective. A tool ?

Build a growth stack, not a tech stack

Inside Intercom

Tech stacks are the backbone of modern sales and marketing operations. But, too often sales and marketing tech stacks are cobbled together from existing tools and workflows that have organically developed over time. When adding new tools to the stack, systems teams consider how tools will interact with one another, but ignore the more fundamental question: can this tool propel the business to the next stage of growth and open a gateway to more revenue?

From first touch to qualified lead: building a sales funnel for live chat

Inside Intercom

By betting on live chat for sales, we’ve increased our conversion rate from marketing-qualified lead (MQL) to closed deals by over 20%, and our Sales Development Reps (SDRs) have been more productive than ever. For many years, B2B companies have executed their inbound sales funnel in a similar manner: Much like the word “funnel” suggests, it’s based on the idea to filter out the visitors and leads that aren’t ready to buy or aren’t qualified.

MadKudu’s Liam Boogar-Azoulay on building apps to expand your product’s reach

Inside Intercom

I invited Liam Boogar-Azoulay who heads up marketing at MadKudu to share his experience. A predictive lead scoring tool for B2B SaaS companies, MadKudu’s strategy is all about integrating with other platforms – including Intercom – to link customer intelligence and customer engagement. If a customer asks for a tool they haven’t integrated before, they consider whether it’s repeatable. Can you augment those tools with integrations? Marketing

How to achieve 2,500% revenue growth: 5 lessons from Paddle’s Ed Fry

Inside Intercom

“The reason why businesses grow is they’re in a great market” It’s this approach to scaling their business that has enabled Paddle to achieve 2475% revenue growth over the last four years. Product, marketing, and sales are table stakes for growth. What tools are they using?

Optimizing internal product communications

Folding Burritos

This happens naturally, because our role is at the center of the process that figures out what to build, builds it, and then gets it to market. Create internal dashboards, docs or wiki pages, only to realize that’s where information goes to die, because people can’t find it, don’t understand the tool or forget to go there. Think about it as either inbound or outbound comms. A lot of our time as PMs is spent communicating with other people in our organization.

Aligning sales and marketing, with Intercom’s Brian Kotlyar and Jeff Serlin

Inside Intercom

Marketing and sales may employ different tactics, but their goal should be singular: help the company sell its product. They can be difficult to diagnose, and if sales and marketing don’t have a healthy relationship, things can devolve into pointing fingers instead of working together to find solutions. A successful sales and marketing partnership is based on a mutual understanding that we’re all manufacturing the same thing — revenue for the business.

Get context on live chat conversations fast

Inside Intercom

With lots of inbound leads, you’ll need to prioritize which ones need a response first, and it’s not always as easy as you might expect to make this judgment call. We’ve outlined our top tips for getting context on your live chat conversations quickly: Use tools to establish who you’re talking to. Lots of sales focused tools will have an integration that can give you important context on who you’re talking to.

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Customer Support is being turned upside down. Here’s what you need to do about it.

Inside Intercom

The internet is moving more businesses and people online, and driving a huge increase in inbound support volume. Future facing businesses are investing in much better customer experiences, moving beyond traditional support tools that are built around deflection as the solution to scale.

Product adoption: how to get customers to embrace your product

Inside Intercom

But these metrics taken in isolation don’t reflect whether users are successfully incorporating your product into their daily routine, adding it to their lineup of business tools or embracing it as something they can’t do without. With the right marketing and product tactics, you can make all four of those forces work in your favor. Their marketing taps into key emotions of frustration and relief to drive urgency and a desire for change. Marketing

License to sell: 5 strategies to hit your sales quota

Inside Intercom

As an Inbound Sales Development Rep, I face the challenge of not having any control over the leads that get passed to me. If you’re an outbound SDR , you may not know if the phone number you have is going to connect you to the right person or if that person you’re calling is in the market for what you’re selling. Here at Intercom, we use live chat to qualify our inbound leads. Here at Intercom, we leverage multiple tools to stay on top of our leads.

Recap – Atlassian Team ’21: Improving Teamwork

Modus Create

Improving the human element within their tools. With all these improvements, the Atlassian tools now have more human elements to help you show much more than just the data. Team Central: Team Central is a tool to track every update from project progress to goal tracking to team health.

Avoid the land of no decision: 6 critical questions for every discovery call

Inside Intercom

Whether you’re dealing with an inbound or outbound lead, this is a softball question that helps uncover your prospect’s motivations for checking out your product. For inbound leads I tailor the question to ask, “What drove you to request a demo?” For instance, if the prospect is just “browsing” the latest tools on the market, that tells me they’re unlikely to move forward in the sales process and even if they do, it’s going to be dragged out.

Don’t be afraid to use live chat for sales

Inside Intercom

A frontline rep for inbound leads would spend most of their time triaging a ton of messages received through various channels. Sometimes this means you need to loop in an engineer or marketer. Ultimately, having gone from a cool extra tool to consider for sales teams, live chat has quickly become an essential solution for capturing, qualifying and converting leads. Sales & Marketing capture and convert conversion customer success live chat sales

The Activities of a Strategic Product Manager

ProductPlan

The roadmap needs to communicate the big picture to the organization — the initiatives that move the needle, expand markets, address competition, and create customer value. Common inbound effort activities include: Setting the vision. Market research.

Customer care in a crisis: How support teams are navigating shifts in volume, wait times, and CSAT

Inside Intercom

Below, we share how the outbreak has impacted three key support metrics – inbound volume, wait times, and CSAT scores – and advice from respected leaders on how to continue caring for your customers in a crisis. Inbound volume is spiking for half of support teams.

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Reflecting on the Intercom journey – Karen Peacock and Des Traynor in conversation

Inside Intercom

I never had any plans to be at one company for that long, but I just kept doing new and different things there – I started in product management and then did a combination of product management and marketing and design.

Single Grain’s Eric Siu on using content to grow your business

Inside Intercom

Eric is the CEO of digital marketing agency Single Grain. He also hosts two podcasts: Marketing School with Neil Patel and Growth Everywhere , an entrepreneurial podcast where he dissects growth levers that help businesses scale. The interesting thing is that the way we get our clients right now is strictly around content marketing, inbound and SEO. Adam: All your clients today are inbound. It’s an answer you’d expect us to give – content marketing.