Inbound Marketing + Sales Blog

December 6, 2014

Weekend Wind Down: Vol. II

Written by: Olivia Perek  |  Share:

Weekend_wind_downTwo weeks ago we debuted the newest edition to our blog, New Breeds' Weekend Wind Down. Each Saturday we'll be bringing you the most intriguing, informative, educational and newsworthy blog posts revolving around marketing, sales, customer success and software. Now you don't have the search around for the best content out there.

I initially began this as just a running note in my Evernote, adding links as I found them throughout the week and didn't have time to read, but I quickly realized that it wasn't really fair keeping all those links to myself. Plus, as it turned out others in the office were doing the exact same thing.

So we passed them around the office and decided that we should share this awesome knowledge with you. This series is a great way to stay on top of the marketing + sales industry without cutting into your work day. As this week has come and gone, I personally have had very little time to read, but thanks to my amazing team, I'll be able to catch up this weekend on everything from innovative sales tactics and revolutionary marketing strategies. 

Now it's time for you to catch up:

Weekend Wind Down: Vol. II

1. Be intentional about your content and SEO goals

Rand Fishkin, co-founder of Moz, has created an amazing Friday series titles, Whiteboard Friday. The New Breed team is a big fan of Rand and always finds his blogs and content to be thought-provoking and cutting edge. Last Whiteboard Friday has been a constant theme for our content creators at New Breed this week. While more and more companies are investing in content marketing, many of them are putting less thought than they should into the specific goals behind the content produced. Ultimately, in order to be successful with your content marketing, you need to create the right expectations for each kind of content in which you are investing in.

2. Negative churn is a powerful growth mechanism

Recently, we've been shifting our focus from overall B2B to SaaS-specific companies. In that, our team has been broadening the influencers in which they read. One of our new favorites is Redpoint VC, Tomasz Tunguz. He published a post at the end of last week that focused on negative churn. Negative churn is extremely attractive for SaaS companies because it means that customer accounts are like high-yield savings accounts - more money comes in each month with little effort. 

3. Going beyond an SLA to unify marketing + sales

At New Breed we're extremely focused on effectively unifying marketing and sales departments for increased efficiency and growth. Usually, we preach the use of an SLA or service-level agreement, which helps define the roles and responsibilities of the marketing and sales teams, individually, in the sales funnel. But what we don't mention enough is creating a streamlined process of lead scoring and lead nurturing. This way the guesswork is removed by processing each lead through a standardized system. 

4. Making your business brand iconic

"A truly great brand goes beyond a great logo and color palette. A great brand has a singular idea behind it, a sense of purpose that drives everything that the company does." Branding can easily be misconstrued as solely the design elements and facets of your company but in reality it is much more than that. By creating a brand, you're creating a story about where you came from and where you're going. Doing so give a voice to your company and all the content created. 

5. Dynamic content is becoming synonomous with inbound marketing

Dynamic content is all about reaching the right people at the right time with the right message...sounds like inbound, right? For all you HubSpotters reading this, the use of dynamic content is like utilizing the personalization AND smart elements for your emails, landing pages, website and more. That way you can suggest an action for your prospect, opportunity or customer take based on past behavior, present location or buying behavior. This siginificantly increases qualified leads. We're avid users of smart, personalized content!


What are your thoughts on this week's blog posts? Comment below - we'd love to hear from you!



Topics: Demand Generation

About The Author

Olivia is a Principle Inbound Strategist who focuses on lead generation and marketing + sales alignment. She excels at helping clients identify, build and execute scalable demand generation strategies using the HubSpot ecosystem. Her results-driven approach helps clients move the needle on key initiatives while accurately tracking campaign performance to optimize and evolve their marketing strategy as they grow.

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