Shannon Howard

How to Create an Awesome Lead Nurture Sequence That Converts

How to Create an Awesome Lead Nurture Sequence That Converts

When you hear that lead nurturing creates 50% more sales-ready leads than lead generation alone, it’s no wonder creating a lead nurture sequence is such a hot topic in the marketing world these days. Lead Nurture vs. Drip Campaigns Lead nurture is a close cousin to our friend drip campaign, but they’re not quite the same thing (although you may hear the terms used interchangeably). Drip campaigns are automatic campaigns that go out based on when a lead first opted in to receive marketing communications from you. Think: Day 1…

7 Sales Automation Workflows You Need to Be Using

7 Sales Automation Workflows You Need to Be Using

Forbes surveyed almost 1,000 sales reps, and the results were pretty shocking. Salespeople spend just 35% of their time selling. I know what you’re thinking:  Um. Hold up. Wait a minute. Selling is their JOB. How can they only spend 35% of their time doing their JOB? Relax, it’s not that you have apathetic salespeople. The reality is that your sales team is doing a lot of manual work — data entry, researching leads, writing emails from scratch. The list goes on and on, but the fact of the matter…

How to Build Momentum Between Campaigns

How to Build Momentum Between Campaigns

We all have that awkward time between campaigns. Whether you’re between product launches, school years, legislative sessions, or seasonal services, there’s a lull period, where there’s not much communication happening. It’s hard to know what to say during those times. Sometimes you’re restricted in what you can say. Other times it’s just hard to pick something when you don’t have a focus or a theme to build upon. In this blog, we’re going to talk about how to build momentum during the off-season and what you should be saying during…

Increase Revenue by Using Sales Enablement

Increase Revenue by Using Sales Enablement

It’s pretty common for marketing and sales to function as two completely different departments. After all, our objectives appear to be very different:  marketing generates leads, sales closes them. One is responsible for bringing in the bodies, the other for converting them into customers. But what might it look like if your marketing and sales teams worked together, rather than separately? Studies have shown that 50% of sales time is wasted on poor prospects. And that’s frustrating for both parties, because it’s hard to pinpoint why that’s happening. Is sales…

5 Steps to Starting Your Podcast

5 Steps to Starting Your Podcast

In the final session of the day, we heard from Podcast Guy and Creative Director of Abrupt Audio, Ant McGinley. To say that Ant is an engaging and dynamic speaker would be an understatement. He used the entire audience to create a podcast on the fly. (We named it I Scream Ice Cream, and we basically all shouted our favorite ice cream flavors into his phone. But I digress…) Here are some actionable tips you can take from The Ant Man about creating a podcast (which conveniently spell the acronym…

Smash the Funnel:  Rethinking Sales and Marketing by Using the New Science of Revenue

Smash the Funnel: Rethinking Sales and Marketing by Using the New Science of Revenue

In this session, we’re hearing from CEO and Chief Revenue Scientist Mike Lieberman of Square 2 Marketing. Mike starts the session by asking the audience to stand up, then sit down if they haven’t met their revenue goals (not “I had a good year”, but hitting the actual GOALS you set) for 2017, Q1 of this year, Q2 of this year, and Q3 of this year. By Q3, only about 15% of the audience is left standing. So we see that, even in a room full of people interested in…

12 Principles for Creating Viral Content

12 Principles for Creating Viral Content

This blog’s coming at ya from the brain of possibly the coolest person at Inbound – Nadya Khoja. I mean, seriously, I want to be that cool when I grow up. But I’m OK if it doesn’t happen. Nadya talked about a topic that’s hot for social media marketers and content marketers alike – viral content. First off, let’s talk about what viral means. Viral content is something that gets a lot of engagement and shares. Not more than your usual content kind of sharing, but like the whole internet…

How to Supercharge Your Marketing Automation Using Audience Research and User Data

How to Supercharge Your Marketing Automation Using Audience Research and User Data

This morning was my personal favorite breakout thus far:  How to Supercharge Your Marketing Automation Using Audience Research and User Data. In case you haven’t noticed yet, I’m Overit’s marketing automation specialist. Which means I get to work with a lot of our clients to find creative ways to help them streamline and automate their marketing and sales funnels, so they can spend more time on the things that require human interaction (because machines can’t do everything!). This particular breakout was hosted by Element Three’s Dustin Clark – a funny…

How to Get Started with Artificial Intelligence in Inbound Marketing

How to Get Started with Artificial Intelligence in Inbound Marketing

This afternoon we heard from PR 20/20 CEO Paul Roetzer. Artificial intelligence (AI) is a pretty heady subject, so I want to start with two disclaimers: The content of this talk and this blog are meant to be more high level – what’s happening with AI, where it’s trending, and how it’s being integrated into marketing and sales. AI is still in the early adoption stage. Even though we’ve been watching sci-fi movies with AI for years, most of that AI has not been created yet. We’re still in the…

8 Steps to Running a Successful A/B Test

8 Steps to Running a Successful A/B Test

This morning we heard from HubSpot’s Director of Marketing, Rachel Leister. A pint-sized powerhouse, Rachel is full of incredible insights and information. In this presentation, she’s talking about how to grow and manage your growth marketing team. In her talk, she shares the keys to running a successful marketing experiment. As marketers, we know that part of growing is testing and optimizing our content, landing pages, copy, emails, and pretty much anything else our audience interacts with so we can improve conversions at each point of the marketing funnel. Rachel…

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