Resource of the Week
"Featured snippets are an organic search feature that now take significant search traffic from the search results below them. Featured snippets run on a separate algorithm than Google's traditional 200 ranking signals. To understand these signals, HubSpot’s SEO team ran a series of experiments and, together with the blog and web teams, developed a process for featured snippet optimization. The result: a clean code that allows you to capture featured snippets and a guide with best practices for optimizing your content for Google's featured snippet. "
- Brittany Chin & Padraig O'Connor , HubSpot Research
Reading time: 12 minutes
"Even if you can’t invest in custom attribution models yet, becoming comfortable with data will take your marketing much further. It’s not just about getting comfortable with reporting, but about learning how the systems work. When you know how data moves around—from your ad platforms, your application, and even a CRM—a whole new world of questions opens up. When all you know is Google Analytics, you’ll only ask Google Analytics questions. And those aren’t going to be the ones that get you to CAC nirvana.
Be clear about your marketing funnel and what each metric means. Use your storytelling superpowers to engage analysts and collaborate with them to find answers to business problems. Get technical as you lay the analytics groundwork for your company’s future growth. This combination will give you the language, the organizational connections, and ultimately the metrics your team needs to do its best work. "
- Emily Ritter, Director of Marketing at Mode Analytics
Reading time: 18 minutes
"More information, either through qualitative or quantitative data, can reduce that uncertainty (at the cost of collecting it). The best use of resources is to find the cheapest way to make an optimal decision at a certainty level you’re comfortable with. Sometimes that’s true quantitative data, such as in the case of quick and cheap A/B tests. But sometimes that’s through qualitative data (a few quick user tests is usually cheaper than building a predictive churn model). Additionally, when you’re just starting out or when you’re trying to actually create better experiences, qualitative data is really your leg to stand on. It’s what can tell you your customers’ desires, fears, hesitations, and doubts better than any Google Analytics report ever could. "
- Alex Birkett, Growth Marketing Manager at HubSpot
Reading time: 6 minutes
"Early on, you don’t need five marketing strategies,” Darrell told us. “You won’t do any of them well. You need one growth strategy that works, and you need to do it over and over and over again until it stops working or until you’re big enough that you can hire a team to do multiple things.” ConvertKit was early-stage and bootstrapped, so they had to stick to low-cost strategies. ConvertKit’s marketing strategy included more time consuming, but cost-effective tasks including content marketing and direct sales, but focused the most energy on webinars. Webinars were cheap to run, and they naturally built a community around a relatively new product. They were also the first thing Darrell found that consistently produced new signups. "
- Jera Brown, Freelance writer
Reading time: 7 minutes
"Kissmetrics also uses weekly webinars to engage customers, increase brand and product awareness, and build high-level strategic relationships with experts and influencers. Seeing as webinars are such a big part of Kissmetrics’ growth, I decided to completely break down their webinar process to see what we can learn from them. What’s more, they only have ONE person managing their webinars. Yeah, one. In fact, I was lucky enough to talk to the one and only Thue Madsen to get a behind-the-scenes look at exactly how Kissmetrics runs their webinars. Thue is Kissmetrics’ Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever he’s not trying to automate everything around him, you can find him hiking in the Sierras. "
- Lucas Johnson, Director of Marketing at Demio
Reading time: 23 minutes