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Using Quizzes to Generate Leads and Increase Engagement

Posted by Hannah Rose

Aug 19, 2019 4:00:00 PM

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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Topics: Lead Generation, Demand Generation, Marketing, Content

What Hansel & Gretel Can Teach Sales & Marketing Executives About Content Strategy

Posted by Doug Davidoff

Jul 22, 2019 2:00:00 PM

breadcrumbsIn 2010, we made a critical decision at Imagine. We decided that we needed to move beyond our focus on sales and support the entire customer acquisition & success process. This led to the creation of lead generation services, which led to becoming a HubSpot partner, enabling our clients to successfully implement inbound and content marketing.

I don’t often share the (real) reason that we made this shift. I remember the culminating event as if it were yesterday. I was debriefing with one of my sales coaches about the progress with a customer, and let’s just say that the progress wasn’t very good. 

The sales team we were working with wasn’t embracing the approaches we were hired to implement and was struggling overall. In the debrief, I was being informed of the obstacles and objections the sales team were confronting, and further, why those objections meant our approach wouldn’t work.

I have to admit that was one of the most frustrating days of my career. I thought to myself, “Why is this so damn hard for them? I’ve been selling for decades and I’ve never had these problems, and while - yeah, sure I’m good - I’m not so good that I’m immune from common obstacles and objections.

It was in that moment I was struck with a BFO - blinding flash of the obvious. I realized the one element that I’ve always had everywhere I’ve ever sold (or led sales teams) that this team did not have. That element was content. I’d always had content to support my efforts because I’d always created content if the content I wanted wasn’t already there.

I realize this observation from today’s perspective isn’t so enlightening. Today, content is a given. The problem is that as content has proliferated, its impact has decreased (which has further fueled the proliferation of content). A lot of people claim that the reason for this is that quality decreased. While I can’t argue with that observation, I’m certain that’s not the cause.

The cause is that people are doing content wrong.

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Topics: Marketing, Sales, Content, Sales Genius Network

The 3 Jobs Content Must Perform + Your Guide to Giving Your Content A Performance Review

Posted by Doug Davidoff

Jul 15, 2019 2:00:00 PM

Rain DelayI had the entire client services team together this week for two days. (Check out the awesome picture of the rain delay/postponement we all enjoyed Tuesday night.)

As we worked through the agenda for our get-together I posed a question to each person on the team. Here’s what I asked, “The CEO of one of our clients calls you up directly and asks you, ‘How are we doing with content?’ How do you answer their question?”

We then proceeded to have a conversation that I’m certain is remarkably similar to conversations that take place weekly at growth advisories and agencies like Imagine and within marketing and demand generation teams at most companies. Each person answered the question with a noticeable connection to their area of expertise. There were a lot of “it depends” and a variety of data points like traffic, growth, conversion, bounce rates, time on page, and more.

Like I said, the same conversation that takes place everywhere. The same conversation that has led to the exponential increase in content that has caused a precipitous increase in lead and customer acquisition costs, with little to no impact on outcomes. Many advisors argue, with some legitimacy, that content marketing in general and inbound marketing specifically is no longer worth the cost and effort.

I was not satisfied with these answers. They give no one insight and they end up creating a lot of noise. I’m a big fan of finding the signal and I believe that if you measure something, you best be able to identify that signal and create some scoring mechanism to guide you to where you want to go. So we proceeded with the conversation.

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Topics: Performance, Demand Generation, Sales Enablement, Content

5 Elements of a Strong Conversion Page

Posted by Hannah Rose

Jun 25, 2019 2:00:00 PM

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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Topics: Demand Generation, Marketing, Content

The Role of Content In An Account-Based Marketing Strategy

Posted by Doug Davidoff

May 27, 2019 2:00:00 PM

content-marketingFew things are as misunderstood as content. In many ways content, and by extension content marketing, experienced a rebirth with the creation and mainstreaming of Inbound Marketing and the growth of marketing automation. As an executive shared with me many years ago, “Don’t spend money on marketing automation if you don’t spend a multiple of that on the content to use with your automation.”

In an Inbound Marketing context, content is a critical linchpin for the dominant Inbound tactic - search engine optimization (SEO). Content, laced with keywords, enabled people to find you. The more (good) content you created the more traffic you gain and the more leads you’d generate (at least that’s what the theory says). In a world where SEO is important, identifying the most important role for content generation and utilization is pretty easy.

In our work with companies that work in more highly defined industries/verticals selling fairly large ACV solutions, we’ve noticed that their approach to content is still being driven by the same guideline and expectations. But, it’s not effective.
Here’s why:

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Topics: Marketing, Sales Enablement, Content

5 Pieces of an Effective Conversational Marketing Strategy

Posted by Doug Davidoff

Mar 8, 2019 7:09:12 PM

Conversational-MarketingConversational Marketing is a hot topic today. Whether you’re in a book store,  in Times Square, following a bunch of marketers in a Twitter feed, or discussing with forward-leaning demand generation teams about where they’re focused today, conversational is sure to come up early.

I will freely admit that I’m still a bit cynical about whether “conversational” is truly an emerging strategy or just another buzzword designed to make something simple and natural seem complex and difficult so the companies spreading the message can more easily sell their products and/or services (see branding).

I am increasingly being won over that conversation is a worthy topic of focus for growth-focused executives. I believe this for 3 reasons:

  • Demand generation, sales, and marketing are losing their plot and seem to be forgetting their fundamental purpose

  • Buyers continue to change their expectations and desires, and sellers must keep up and create alignment with the buyer

  • The growing focus and capabilities of technology seem to be having the unintended effect of disconnecting

To be clear, (capital C) Conversational Marketing must be viewed through a larger context than “chat,” chat applications, and chatbots. It must be viewed through the holistic prism of corporate strategy. Simply put, the time has come for your company to become a Conversational Company.

This blog post is focused on the key elements necessary to develop and execute such a strategy. It is not focused on the tactical/execution elements. If you’re looking for a great guide to implementing some of the tactics of around Conversational Marketing, I encourage you to download the resource that Drift just released designing The Conversational Blueprint. It’s a great resource and thinking document to guide how you approach conversations in your DemandGen process.

Serendipitously, as I began writing this post, Mark Kilens, Drift’s VP of Content & Community (and before that the leader of HubSpot Academy) tweeted this about conversations:

Conversational marketing The job of a Conversational Strategy is to design and execute the structure to generate “friendly games of catch” purposefully, predictably and repeatably.

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Topics: Demand Generation, Content, Strategic Planning

Just Say No To Shitty Emails: 5 Tips To Revitalize Your Emails

Posted by Doug Davidoff

Jan 25, 2019 11:00:00 AM

jsn-emailsWelcome to the first in our series of Just Say No to Shitty Sales & Marketing videos. Today, we're tackling shitty emails. There's probably no tactic that creates more anxiety among marketers, salespeople, and sales executives alike than the topic of email.

Email is a critical linchpin to managing relationships. If we don't have access to our target prospects’ or leads’ inbox, then we're going to be at a significant disadvantage to be able to connect, influence, or generate any type of action. We have to remember that email is a push communication tactic in a pull communication world. We can't do email the way we've always done it.

We have to realize how our target prospects and leads engage with email. How do they manage things so that we can position ourselves to be successful with our email communications?

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Topics: Content, Strategic Planning, Email, Just Say No To Shitty Sales & Marketing

The Five Must-Have Elements of Revenue-Producing Content

Posted by Fiona Taylor

Apr 19, 2018 4:00:00 PM

 revenue-producing-contentA good rule of thumb for a blog post is to always lead with an introduction. So, while this may not be the kind of introduction you were expecting, I’m Fiona, Imagine’s new Director of Content. I’m thrilled to be here! Since I’ll be sharing my thoughts on content from time to time, here’s a little of background: I’m a writer and editor with extensive experience developing content and marketing strategies for Fortune 500 companies. On that note, let’s kick off my first bog post by talking about what makes content great!

We’re all barraged with content every day. If you’re like me, you have twenty browser tabs open because you truly intend to read all those articles and blog posts. You know, the ones that promise to make you a giant in your field. The problem is, there’s just so much noise.

There’s content constantly coming in from every direction—via email, social media, and the interwebz. 

This means you have to have some mental filtering system in place. Your time is limited and precious, so you need to know that you’re not wasting it by reading a piece that over-promises and under-delivers. You can only choose content that you reasonably believe will make your life better.

Which brings us to the question….

How do you make someone read your content?

As we all probably already know, engaging content results in reads and shares. It builds a relationship. It offers the reader something of value, which creates trust and increases your credibility. All of this moves a potential customer further down the path to purchase – moving them from indifference to emotional engagement.

So how does this mysterious and magical process happen? Every piece of content is different, but you can’t go wrong if you incorporate the following five elements:

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Topics: Inbound Marketing, Content