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Featuring Aaron Fulkerson, the CEO of MindTouch, andSarah Bedrick, a Customer Edu Leader at Hubspot
An Influencer Webinar
Sarah BedrickCustomer Edu Leader, HubSpot
What Is HubSpot?
HubSpot is inbound marketing and sales software that helps companies attract visitors, convert leads, and close customers.
Meet The Speakers
Aaron FulkersonCEO, MindTouch
What Is MindTouch?
MindTouch is a cloud-based software that helps companies take the product content they already produce & turn it into a customer engagement channel that educates buyers and creates product experts to grow revenue.
“Inbound” = Creating A Company (And Content) That People Love
Content Creation at
Traditional Value-Driven
✓Focus: How to bring people into the business?
✓Focus: How to ensure customers are successful (and finding value) with the product?
Content Types: It’s About Lowering The Waterline To Expose More (Goal-Driven) Content
Technical sales and marketing materials Product guides
User manuals Getting started
Training materials Best practices and tutorials Knowledge bases and FAQs
In-product help and walk-throughs Release notes and specifications
Product announcements Product videos
Workflows and technical use cases Implementation documentation
Partner information Feature documentation
MARKETING
THE MOST EN G A G I N G CON TEN T PRE /POST SA LE I S BELOW THE SURFA CE
Technical sales and marketing materials Product guides
User manuals Getting started
Training materials Best practices and tutorials Knowledge bases and FAQs
In-product help and walk-throughs Release notes and specifications
Product announcements Product videos
Workflows and technical use cases Implementation documentation
Partner information Feature documentation
I N C R E A S E R E V E N U E B Y U T I L I Z I N G Y O U R H I G H E S T VA L U E C O N T E N T
MARKETING
Content Creation Strategy
• Identify Your Goal:
• What Are You Trying To Achieve?
• Where Can You Make The Biggest Impact In Your Funnel?
• Attracting Strangers To Your Site? • Converting Visitors Into Leads? • Closing Those Leads Into Customers? • Delighting Customers Into Promoters?
Is Your Content Successful?
• NPS: Would You Recommend This Piece Of Content To A Friend Or Co-Worker?
• Jobs To Be Done: Did The Piece Of Content Help You Accomplish The Job / Project That You Needed?
After a customer or prospect reads a piece of content (or download a particular resource), ask them:
SMART CONTENT I S AVA I LABLE THROUGHOUT THE ENT IRE CUSTOMER JOURNEY
IN PRODUCT/ CONTEXTUAL HELP
SUPPORT CHANNELS BUYER & CUSTOMER INTELLIGENCE
GOOGLE SEARCH/SEO SALES/CRM
M A R K E T I N G S A L E S S U C C E S S / S U P P O R T
COMMERCE
Tips & Action Items
Create A Listening Tour
• Make informed decisions by listening to other people. Particularly their pain points, problems, goals, etc
• Then focus on understanding & integrating into their processes
THANKS FOR ATTENDING!