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5 Copywriting Secrets, Backed by Psychology, That Tripled HubSpot Sales Revenue

Posted by Carrie Koos on Nov 8, 2017 12:00:00 PM

 

 

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How do you break through the noise to capture your customers' attention? 

In this month's HUG, we learned copywriting secrets from Scott Tousley, Senior Growth Marketer at HubSpot, who helped grow HubSpot Sales Products revenue by 243%. Yes, you read that right: TWO HUNDRED FORTY-THREE PERCENT. 

Scott and his team at HubSpot leveraged psychological research to understand the behaviors of their customers. In his presentation, Scott shared his research and results with us (all within the bounds of HubSpot Legal, of course), and armed us all with copywriting frameworks to help generate more leads, nurture leads into customers, and turn customers into promoters.

5 Copywriting Secrets Backed by Pshycology:

  • The Pareto Law of Copywriting: the 80/20 rule- 80% of the output comes from 20% of the input. How can we spend less time selling while still closing more deals?
  • The Zeigarnik Effect: it's psychologically uncomfortable to not finish something we've started. (a.k.a. why we spend hours binge watching Netflix)
  • FOMO: Fear Of Missing Out. How can you leverage FOMO with your offers?
  • The Auto Prospector: less searching, more talking. How can marketing and sales work together to write effective emails?
  • ...and you'll have to check out Scott's presentation to find out number 5 (see, that's the Zeigarnick Effect in action!)

Check out Scott's presentation below:

 

Scott also shared some of his favorite copywriting resources with us:

  • Kopywriting Kourse, a blog from Neville Medhora, a copywriter from our very own violet crown, Austin, Texas. 
  • Ca$hvertising by Drew Eric Whitman- despite its ultra salesy name, this books dives into the powerful influence of proven scientific principles of advertising psychology.
  • The Boron Letters by Gary C. Halbert- While in prison, Halbert wrote letters of advice and wisdom to his son, Boron, that contain actionable insights on copywriting, sales, and life.
  • The Robert Collier Letter Book by Robert Collier- want to learn how to write a sales email that improves your company's bottom line? Read expert advice from copywriting mastermind Robert Collier. 
  • The Call to Action copywriting course from Rami Sethi, New York Times bestselling author and founder of GrowthLab.com.

You can also check out the persona template Scott and his team use to do persona interviews following the Dreams, Pains, and Barriers format mentioned in the presentation above. Next time you're interviewing your customers and developing personas, try using this template. 

 

A huge thanks to Scott for sharing his copywriting and psychology secrets with us!

 

Reminders:

  • Be on the lookout for our Austin HUG end-of-year survey coming to your inbox next month.
  • Our next Austin HUG meetup will be January 18, 2018. See you there!

 

 

Topics: Meeting Recap, Sales, Email Marketing

Tune Up Your Sales and Marketing Goals

Posted by Carrie Koos on Aug 25, 2017 11:00:00 AM

 

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Marketing and sales alignment is a common problem businesses face. How do you achieve marketing and sales alignment goals for your business? Once you reach those goals, how do you maintain a healthy relationship betweens those teams in a growing company? 

 

Adam Singh, Online Marketing Manager at ShipStation, has helped multiple companies work toward marketing and sales alignment. At this month's HubSpot User Group, Adam shared his experience and tips for implementing a marketing and sales alignment plan from what's he learned along the way.

 

Some tips Adam shared include:

 

Make a data dictionary

A big part of the disconnect between sales and marketing comes from miscommunication. Let's say your marketing team defines a subscriber as someone who provides an email address or subscribes to the blog, but sales defines a subscriber as someone who signs up for your service. Those are two very different things. Without having a company-wide definition, you're going to have some issues understanding where someone is in the funnel.
 
To combat this, Adam recommends making a data dictionary. Go through every stage your prospects go through—from first touch with your company to becoming a customer. Define what happens and 'who" they are when that happens (Marketing Qualified Lead, Subscriber, etc). 
 

Conduct customer interviews

You want to understand your personas, and you've probably put a lot of effort into finding out about their pain points, preffered methods of communication, and more. If you want to know more about potential customers, you have a great resource available to you: your current customers.
 
Reach out to your customers for interviews. Ask where and how they found your company, what motivated them to take an action like try a free trial, and what made them decide to be a paying customer.  
 

Pro tip:

Adam's team at ShipStation pooled together the most common questions people have before signing up for a free trial with ShipStation. They took these questions and answers and put them in an FAQ on a landing page. Having the FAQs alongside the free trial sign-up form helped prospects overcome objections to the trial—and they saw a big increase in conversions!
 

Check out the deck below for the full presentation!

 

 

Q&A

Some of the questions after Adam's presentation:
 
How often would you recommend revisiting the SLA? 
That depends on what kind of growth your company is experiencing. 
 
What is the top metric your marketing and sales teams care about? We want to know where our paid customers are coming from—paid social? Organic? We look for information that tells us where we need to invest time and money in order to get paying customers. 
 
Are there any common areas of cultural disagreements that you see in the different companies you've worked with for sales and marketing alignment? It varies by company. The most important thing is to take the initiative and build relationships. Show the teams you're interested in helping them hit their goals. If you're taking their time, that's time away from them working on goals. You need to show you're invested in them as people and their time. 
 

Coming up next for the Austin HUG:

  • Inbound2017 is September 25-28, 2017. See you in Boston!
  • October HUG Meeting: The Best of Inbound on October 26, 2017 at the Flying Saucer
 
Austin HubSpot User Group Events
 

Topics: Meeting Recap, sales and marketing alignment

How to Build a Reliable Email List and Increase Sales

Posted by Carrie Koos on Jun 23, 2017 10:00:00 AM

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This month, at the Austin HUG meetup, guest speaker Jenna Fortunato of Justuno shared with us how to build a reliable email list and increse sales. Most businesses today spend a lot of money on brand awareness and acquistion. But when it comes time for conversions, companies aren't always looking to spend more money. Why spend all that money and effort on acquisition if you're not working on conversions? Jenna shared some tips and best practices for conversion rate optimization, and how using tools like HubSpot's Lead Flows can increase conversion rates on your website. 

 

See Jenna's full presentation deck here:

 

 

Austin HUG upcoming events:

  • No meeting in July. Enjoy some sweet Austin summertime!
  • August 24: How to Create Sales and Marketing Alignment with Adam Singh of ShipStation
  • September 25-28: Inbound Conference in Boston. In keeping with tradition, we will have an all-Texas HUG happy hour in Boston. Be on the lookout for more details coming soon!

 

Topics: Meeting Recap, Inbound, Email Marketing

How to Hire Top Inbound Marketing Talent

Posted by Carrie Koos on May 19, 2017 9:45:00 AM

 

 

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What's a top challenge for executing effective inbound campaigns? Technology, time, and budget may all come to mind, but there's a major road block to successful inbound campaigns that every company faces: finding (and keeping) the right talent.

 

This month, we had guest speaker Brad Voeller of Digital Creative Institute teach us how how to grow our inbound marketing teams by recruiting, hiring, and developing top inbound marketing talent. In his presentation, Brad went through the process to build an inbound recruiting funnel, rigorously vet candidates, and proactively develop key skills for your employees. 


Digital Creative Institute is a transformative 12-month digital marketing apprenticeship program. DCI focuses on giving recent college graduates the necessary skills to thrive in the workforce and providing local businesses in San Antonio and Austin with highly qualified and productive talent. Since the DCI team is already in HubSpot daily for marketing automation, they took advantage of its many functions and now utilize the software as an applicant tracking system too. 

 

Learn more about the hiring and training funnel and framework helping digital marketing teams grow with qualified, engaged talent. See Brad's presentation from the May 2017 HUG below:

 

 
 

Looking for great inbound marketing talent? Let us know!

Let us know about openings for inbound marketing or sales positions at your company. Complete the form on this page, and we will send the details to our Austin HUG community to help you find the talent you need. 

 

Win an Amazon Dot! 

Your attendance at the April, May, and June HubSpot User Group events enters you into our contest to win an Amazon Dot! With each attendance, your name is entered into the contest. We will draw a winner at the June HUG meeting on June 22, 2017. 
 

Topics: Meeting Recap, Inbound Hiring

Facebook Ads: Your Inbound Program's Secret Weapon

Posted by Carrie Koos on Apr 28, 2017 10:00:00 AM

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Ads: can they really be a part of an inbound marketing program? 

In this month's HubSpot User Group meeting, Parker Short of Jaxzen Marketing Strategies shed some light on how social advertising, particularly Facebook ads, fits into the inbound methodology and how you can use these ads to help engage customers at every stage of the buyer's journey. 

 

Learn more from Parker's presentation below:

  

Read more about using Facebook ads in your inbound marketing program:

 

Upcoming Events

  • May 18: “How to recruit, hire, and develop top inbound talent” with Brad Voeller of Digital Creative Institute
  • June 22: Building your email list with Jenna Fortunato of JustUno

Amazon Dot Contest

We’re giving away an Amazon Dot for some of our most regular attendees! You’ll be entered into the contest once for every meeting you attend between the April, May, and June HUG meetings. We’ll draw a name after the June meeting. See you there!

Austin HubSpot User Group Events

Topics: Meeting Recap, Inbound, Social Advertising