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The Demand Creator Blog

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Hannah Rose

Recent Posts

3 Ways Having A Take Can Change You As A Marketer

have-a-takeComing into the workforce, I was fresh out of college with a lot of knowledge, ready to make an impact wherever I landed. Yet, I was super nervous about not making a good first impression and failing. You see, I was the student that would know the answers to questions in class, but never felt like speaking up. I always had my opinions, but hardly ever shared them. I never wanted to feel like the “know it all” in class and I dreaded being “wrong,” so I stayed silent. I even had a professor in shock once when I took a final exam because I did well, yet never spoke in class. In his words, I was the “silent but smart” student. My point in bringing this up is that to this day, I wish I had spoken up and given out my answers/opinions because it would’ve made a huge difference to my job now.

What It Means To Have A Take

Having a take means sharing your opinion, standing up and speaking from your experience, your knowledge, and your mind. Having a take isn’t about agreeing or disagreeing with what someone else says, but making sure you’re not saying something just because it’s what everyone else wants to hear.

Putting your take out into the world means having the potential to be wrong (depending on what it is you’re having a take on). Many people don’t like the thought of being wrong or being in the wrong, but in order to be right, you have to put your take out there. You can’t be like my college self and sit silent. Change isn’t going to happen if you don’t speak up. 

How Having a Take Can Change You as a Marketer

Ever since I’ve changed my mindset and have started having a take, I’ve seen a few things happen/change with the way I do my job as the Marketing Manager of Imagine. Use these as an opportunity to influence your job, too.

1. I started providing deeper value. I’m not saying I wasn’t providing value before, but I’m now providing a more impactful value than before. This value stretches to the company (in my case, Imagine), my coworkers, and the world. If you switch your mindset and put your opinion out there, you give a whole new perspective for others to think about. I’m not saying that you have to disagree and give your perspective differently all the time, you just have to make sure you’re saying what you really feel. If all you say is what others want to hear, how much value is that truly providing? Is it getting you where you want to go with your work or your job? Probably not.

As a marketer, your job is to make sure that your customers are getting the best experience and the most value/knowledge out of what you do. If you feel like something is off with the new web page design or the way someone has worded messaging, say something -- and give your take as to why. Your perspective now gives someone something to think about. That’s how you create change. By not having a take or by holding back your take, you give up on the opportunity to make an impact for your company and/or for your customers. Speaking up is how you create forward motion to put you and your company in a better position than before.

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7 Tips to Having an Effective Remote Work Experience

Editor’s Note: As the world of business continues to evolve at an increasingly rapid pace, one often overlooked area for growth-focused companies is the changing nature of the workforce. Millenials are now entering their prime working years and are increasingly taking on executive positions. Generation Z is quickly becoming a force and the nature of work is changing. To help companies maintain alignment and reduce friction we’re adding to the focus of The Demand Creator Blog. Today’s blog is written by our Marketing Manager, Hannah Rose. She and others will be sharing their perspectives on growth, working and making their mark.

remote-workAbout a year ago, I was in the market for a full-time position right out of college. As exciting as that may sound, I was very stressed about it. You see, I was in a very different situation than most people; I didn’t have a lot of flexibility in terms of what I could do since my husband is in the military and I would be moving every few years. I wanted a marketing position, but I was worried that I wouldn’t be a fit for any job I applied for because I would have to tell them I’d be able to stick around for a little while and then have to pick up and move every couple of years. What good was I to any business with that logic? No one would want me. I had accepted my fate as not having a good job. Then I came across Imagine. Granted I’m not here with Imagine solely because of my need for flexibility; I’m here for a lot more than that. 

Remote work is up-and-coming as a highly searched term for job hunters, no doubt due to the benefits it offers. While I’m a huge fan of remote work, it isn’t easy. It takes a lot to make sure you’re excelling in your own space which is why it isn’t for everyone. It can be super-fun, flexible and exactly what you need, but it can also feel intimidating and lonely at times. It really comes down to what you decide to make out of it. 

Remote work is especially difficult for someone who is just entering the business world. The nature of college creates a structure and nudges (or forces) you into a flow. It’s rare that you don’t know what you need to do next, and when you’re in that position you just reach out to one of your classmates to find out.

If you’re currently in the market for a new job, you might want to consider working remotely. And for those of you who currently are remote workers, I’m sure you’ve struggled with getting adjusted at some point. 

So, if it isn’t as easy as it seems, why would you choose to work remotely?  

Why Choose Remote Work?

For Employees

There are a lot of reasons why you would choose to work remotely. It’s way more flexible because, in most cases, you can set up whatever hours work for you. You can also leave and come back when you need to. The biggest thing is as long as you’re getting your work done, you’re able to have that flexibility to go in early, leave late, etc. This helps if you have kids and need to be on a different schedule, and it helps with traveling because you can take it with you. That’s exactly what I did when I went on trips with my family. I just worked from wherever I was for a few days. So it’s great if you’re a traveler at heart but also want to work. And as a disclaimer, I am by no means saying solely take a remote position for these reasons, but it’s a good option if that’s your lifestyle. 

The other reason you might choose to work remotely is if that’s just how you function best. I’ve had in-office positions where people would go seclude themselves because they couldn’t get anything done if they were around others. Sometimes that environment just doesn’t work for some people and they need to have their own zen place to sit down and crank shit out. And that’s okay!

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The Core Benefits of Creating and Nurturing a B2B Online Community

B2B-online-communityOne of the biggest challenges businesses face in growing is generating attention and engagement from companies (and people) in their target markets who are not currently looking to buy something. 

They also know that generating word of mouth is the best form of marketing there is, but if you don’t have thousands of customers who regularly use your product, or your product isn’t “buzzworthy,” word-of-mouth can often feel like a distant dream. Today, especially, with the hustle and bustle of the always “on” world, it can be that much more challenging to find time to be present outside your business bubble. 

If you’re dealing with these challenges, then implementing a community marketing program may be just the recipe you need. Joining or creating an online community might just be the extra spark you need to get connected with others. If you aren’t already a part of one, you’re missing out on so many opportunities to expand who you’re talking to, reach out to a whole new audience, and expand how you help others. You’re able to add a whole new perspective to your knowledge base! And just like the saying goes, “two minds are better than one,” you too can reach a better outcome through joining or creating an online community.

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Don't Bounce! Tips & Tricks to Keep Your Website & Blog Bounce Rate Low

Dont BounceMetrics can either be your best friend or worst nightmare. When things are going well, your life is great, but what happens when they start to go against you? You start to freak out. Our world today is centered around being the top or the best in whatever we do. In business, this is especially true when it comes to websites. If I could guess, I would say one of the biggest metrics you look at when assessing your website is the bounce rate. It might not be the first or second thing you look at, but it’s up there. I could also guarantee that at some point that number has been higher than you anticipated and freaked you out. What if I told you that a higher bounce rate isn’t necessarily a bad thing? Take the opportunity to learn more about what to actually expect with bounces, and make the adjustments you think need to happen. 

What is a bounce rate? 

To put it in simple terms, a bounce rate is the percentage of people who land on your web page and then leave without traveling to another page (or blog) on your site. Most of the time this means they’ve only viewed a single page and then left. 

High Bounce Rate = Bad, Right? 

It depends. What are your website goals? What does your website look like? Usually, if you’re bringing traffic to a single page that doesn’t solicit for any other navigation or if your website is one page, then having a higher bounce rate isn’t necessarily a bad thing. The same thing goes for blogs because most people come to read that specific content piece and leave. If you have a website that includes more than one page, then a higher bounce rate could indicate something is wrong.

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Inbound 2019 - The Insights That We're Still Talking About

Inbound2019This past year at HubSpot’s Inbound 2019 conference, we were fortunate enough to fly the whole team in to Boston for the week. We were ecstatic to attend and be there for Doug’s session - The Ultimate Sales Manager: Coaching Reps to Coach Themselves. The week went by quickly, the sessions everyone attended either reinforced what we were already doing or inspired us to try something new, and we all (the Imagine team) left Inbound with some key takeaways. No two people had the same impact which meant everyone could bring something different to the table when we got back.

The Imagine Team’s Takeaways


Fiona - Head of Content

I thought one of the most interesting (and obvious in retrospect, as these things often are) tips from Inbound was from Kelsey Raymond. She recommended that content creators should sit in on a sales call at least once a month to hear first-hand what’s keeping potential clients up at night. That way, you’ll be able to keep these concerns in mind when creating content. 

I also found Daniel Waas’ session helpful because he talked a lot about his ideal framework for a webinar. As someone who writes fiction in my spare time, it struck me how much it was like a VERY simplified structure for a novel. This just reinforced that all successful content, no matter the format, has some type of story structure.

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Using Quizzes to Generate Leads and Increase Engagement

Quiz TimeEveryone creates content. If I had to guess, I’d say you’ve most likely created at least one piece of content today. Why? Because you want to create engagement. In fact, a primary objective of content is to create engagement. Yet, most content is either unidirectional (blogs, web pages, podcasts, videos, etc.) or very high effort/high cost (social media). This kind of content gets looked at once, maybe twice and then never seen again. You don’t want to bore your audience with the same kind of content over and over. Engagement is better when you can make it participative rather than passive. 

Quizzes are a great way to switch how people engage with your product. They’re often a relatively low-effort way to build participation and enhance engagement (and generate new leads). This form of content is less about reading and watching and more about impact and connection. It means more when people can do things and interact. Quizzes engage more. Your audience is able to engage more of their brain. Sometimes that means it’s more enjoyable, sometimes more memorable, and sometimes it just plants a better seed that will influence your audience at a later time.

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5 Elements of a Strong Conversion Page

Conversion Page Infographic-1-1-1We don’t have to tell you your ability to convert web traffic into qualified leads is a crucially important component of any demand generation effort. Yet, far too often we see that companies who have invested in marketing automation and in the creation of relevant content fail to pay proper attention to key conversion pages.

Conversion pages are those “critical few” pages whose primary purpose is to create a specific action. That action could be downloading a white paper, initiating a chat, requesting a demo, registering for a webinar, etc. The last thing you want is for your customer to land on your page and be confused and leave or take the wrong action. That wouldn’t only cause stress on them, but it would also cause stress on you. 

In the world of modern demand generation (and to be really, really trite) the only constant is change. However, despite the range and rate of change, there are still some things that are as true today as they were several years ago. People are still people, and if you want to capitalize on the hard work you’ve put into your content marketing, you’ll want to be sure you're following these five success factors of a conversion page. 

While there are dozens (or hundreds) of tips that can help you optimize performance, these five factors are the core attributes of performance. 

The Five Elements of a Strong Conversion Page

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