The BL[OZ]
How AI Powers Your Marketing & Sales Engine
By
Liron Ramot
, 03/10/2023
Ready to supercharge your inbound marketing game with AI? Say "Aye!" If you're a HubSpot user looking to boost your content creation and sales processes, we've got something exciting for you. Discover how AI can be your secret weapon! Curious to learn more? Click the link to unveil the full potential of HubSpot's AI tools and start revolutionizing your marketing strategy today.
min read
If you’re already using HubSpot to fuel your inbound marketing strategy and drive sales, it’s time you took AI out for a spin
Constantly writing content to fuel your inbound marketing funnel can be time-consuming and costly. While ChatGPT isn’t going to replace your talented content team anytime soon (if at all), it can prove very useful in helping your team conduct research, generate content ideas, and write basic drafts for your team to finetune — so that you can generate more content, faster. It also helps your sales teams focus on closing deals instead of being bogged down by manual tasks. As a HubSpot user, it’s all your fingertips.Say goodbye to writer’s block
Having trouble generating the volume of content you need? Call on HubSpot’s friendly Content Assistant to create or refine web copy, blogs, articles, emails, and more. Using AI, you can generate ideas, outlines, or paragraphs for your required topics. You can also generate sales emails, titles and meta descriptions for pages and posts, and social posts. Simply answer the prompt, “What’s this social post about?” review the result, and tweak until you’re satisfied the post meets your standards. Not writing in English? Set the target language for the required content. Once a language is set, any generated text will automatically be output in that language.Four ways to tweak existing content
Using the “highlight” command, you can rewrite, expand, summarize, or change the tone of the text you’ve highlighted. It’s quick and efficient. Rewrite - Generates different wording for the highlighted text Expand - Elaborates on the content of the highlighted text Summarize - Condenses the highlighted text Change tone - Rewrites the highlighted text in the selected tone: friendly, professional, witty, heartfelt, or educational Beyond using the highlight command, you can also generate headings, paragraphs, and subsections based on your existing content. Clearly describe the content you require and select the required output. Remember to be very specific, use simple language, and provide examples to clarify the context and tone of your request. If at first you don’t succeed, try, try again. Experiment with different prompts until you get the output you need.Best practices for AI-generated content
- Always proofread and edit all your content before you publish it.
- Maintain your brand's voice and style – your tone of voice must be consistent through all marketing materials.
- It’s not all or nothing — remember to balance your AI-generated content with human-generated content.
- Check, check, and check again. While HubSpot has put security measures in place, content assistant may occasionally generate inaccurate, skewed, inappropriate, or misleading information. Make sure you verify the accuracy of the output's content, particularly any statistics or facts.
Streamline your daily sales workflow with ChatSpot.ai
Another great AI tool in the HubSpot toolbox is ChatSpot.ai, which helps your sales team save time and maximizes productivity by carrying numerous daily tasks. It can assist with lead management, adding contacts and companies to HubSpot’s CRM, including specific notes, assigning tasks, and sending reminders as well as personalized follow-up emails – all through simple chat-based commands. It quickly identifies prospects based on specific criteria (such as industry, location, and size) and provides a list of high-potential leads. It’s easy to create real-time custom reports on key metrics, including website visits, lead conversions, and revenue in an easily digestible format. It also aids with forecasting, listing the deals closing within a specific timeframe, the deal stage, as well as anticipated revenues. In short: It simplifies and streamlines your team’s daily workflow, cuts down on time-consuming manual tasks, and helps your sales team do more in less time. All those ready to start using AI, say “Aye!”
Account Based Marketing (ABM) Vs. Lead Generation
By
Guy Toledano
, 17/08/2023
Are you struggling to decide between account-based marketing (ABM) and Lead Generation for your business? In this blog, we explore the key differences between the two strategies and how they can be used together to achieve optimal results. From understanding the benefits of demand generation to utilizing ABM for "land and expand" tactics. This guide provides valuable insights for marketers looking to boost their ROI. Additionally, the blog discusses how to effectively target the two main types of LinkedIn users to generate leads and increase engagement.
min read
Account-based marketing (ABM) and lead generation are two powerful strategies for generating revenue and boosting return on investment (ROI). While both approaches have their own unique benefits, it's important to understand the key differences between them and how they can be used together to achieve optimal results.
Lead generation, the core of demand generation, is a strategy that involves generating a large number of new leads for the sales team by targeting specific markets and industries. This approach is ideal for creating awareness and interest in a product or service, and can be done through various channels such as LinkedIn Campaign Manager. In contrast, account-based marketing (ABM) is a targeted approach that focuses on reaching out to specific named accounts, rather than a broad audience. ABM is designed to engage with the right accounts and create personalized content that captures their attention and drives further engagement.
One key benefit of demand generation is that it brings leads in, at the top of the funnel and nurtures them until they become an opportunity for the sales team. However, as the market becomes saturated, the time, money, and resources needed to generate leads can eventually outweigh the results, leading to diminishing returns. This is where ABM comes in. By focusing on specific named accounts, ABM allows marketers to "land and expand" by targeting bigger fish that match the ideal account profile (IAP). This allows for a more efficient use of resources and a higher return on investment.
While ABM and demand generation may seem like competing strategies, they can actually be used together to achieve optimal results. For example, demand generation can be used to create awareness and interest in a product or service, while ABM can be used to generate qualified leads and sign-up new customers.
This marketing tactic, can start with a broad-based demand generation campaign to create awareness, which will help to identify targeted leads or target market segments, which can then be used to inform a more targeted ABM campaign. An ABM activity can be used to reach out to specific named accounts with personalized content. These combined activities allow marketers to use both strategies to accelerate the buyer's journey and assist with selling.
It's also important to note that while ABM and demand generation are both outbound marketing strategies, inbound demand generation is also possible. By using inbound marketing tactics such as content marketing, SEO and other digital marketing strategies, you can drive leads and customers to your website and then use ABM to engage with them.
On LinkedIn, there are two primary types of users. The first group is known as "active users" and they exhibit a high level of engagement on the platform, such as performing searches, interacting with content, and sharing posts. These users also typically stay on top of their inbox and respond to relevant messages. These active users can be effectively targeted through an awareness campaign, followed by account-based marketing efforts.
The second main group of LinkedIn users are referred to as "basic users." These users tend to have a more limited level of activity on the platform, mostly just scrolling through their feed. They are less likely to respond to private messages. These basic users can be targeted through professional lead generation campaigns that will catch their attention while they are scrolling through their feed, with the use of an appealing message and creative content.
It is important to note that there are other types of users who fall somewhere between active and basic user, and by combining efforts of ABM with lead generation it will help in effectively reaching out to all types of users, with the right format and message.
In conclusion, account-based marketing and lead generation are both powerful strategies for generating revenue and boosting ROI. While they have their own unique benefits, it's important to understand how they can be used together to achieve optimal results. By using a targeted ABM approach in conjunction with a broad-based demand generation campaign, marketers can achieve their pipeline and revenue goals by capturing the attention of the right accounts and signing up new customers.
For more info and questions contact us.
While ABM and demand generation may seem like competing strategies, they can actually be used together to achieve optimal results. For example, demand generation can be used to create awareness and interest in a product or service, while ABM can be used to generate qualified leads and sign-up new customers.
This marketing tactic, can start with a broad-based demand generation campaign to create awareness, which will help to identify targeted leads or target market segments, which can then be used to inform a more targeted ABM campaign. An ABM activity can be used to reach out to specific named accounts with personalized content. These combined activities allow marketers to use both strategies to accelerate the buyer's journey and assist with selling.
It's also important to note that while ABM and demand generation are both outbound marketing strategies, inbound demand generation is also possible. By using inbound marketing tactics such as content marketing, SEO and other digital marketing strategies, you can drive leads and customers to your website and then use ABM to engage with them.
On LinkedIn, there are two primary types of users. The first group is known as "active users" and they exhibit a high level of engagement on the platform, such as performing searches, interacting with content, and sharing posts. These users also typically stay on top of their inbox and respond to relevant messages. These active users can be effectively targeted through an awareness campaign, followed by account-based marketing efforts.
The second main group of LinkedIn users are referred to as "basic users." These users tend to have a more limited level of activity on the platform, mostly just scrolling through their feed. They are less likely to respond to private messages. These basic users can be targeted through professional lead generation campaigns that will catch their attention while they are scrolling through their feed, with the use of an appealing message and creative content.
It is important to note that there are other types of users who fall somewhere between active and basic user, and by combining efforts of ABM with lead generation it will help in effectively reaching out to all types of users, with the right format and message.
In conclusion, account-based marketing and lead generation are both powerful strategies for generating revenue and boosting ROI. While they have their own unique benefits, it's important to understand how they can be used together to achieve optimal results. By using a targeted ABM approach in conjunction with a broad-based demand generation campaign, marketers can achieve their pipeline and revenue goals by capturing the attention of the right accounts and signing up new customers.
For more info and questions contact us.
HUG Haifa – SALES & MARKETING ALIGNMENT
By
Jonathan Cohen
, 08/08/2019
The HUG Haifa debut was a triumph. We gained insights from HubSpot's Stephen Fuery and BERMAD's Ofir Marx, which will advance our Marketing and Sales projects.
min read
The first HUG Haifa was a complete success where we learned from Stephen Fuery, principal Implementation Specialist at HubSpot and Ofir Marx, Marketing Manager at BERMAD fascinating topics that will take our Marketing and sales project to the next level.
The first part of this extraordinary event started with Stephen defining Sales & Marketing alignment (SMarketing) as the practice of bringing a company’s sales and marketing departments together to achieve better communication, greater efficiency and as a result increased profitability. This is one of the premises of most of the companies that have both departments interacting with each other on a daily basis.
But, why is aligning Marketing and Sales difficult?
Here we have some facts that can help us with these answers:
- 87% Of the terms sales & marketing use to describe each other are negative
- 20% - The amount of revenue increase companies with strong sales & marketing are able to achieve.
- I don’t know if the sales team is working my leads
- I don’t know the ROI of my marketing campaigns
- I’m getting too many leads and can’t prioritize them
- I don’t know what to do with these Marketing leads.
Service Level Agreement (SLA)
This is a commitment between Marketing & Sales to deliver on specific goals. How do you create an SLA? Glad you asked ?. Use Historical data to understand your goals, putting into consideration the common goals between the two teams. Ask yourself these questions as a roadmap to creating an SLA that serves both the marketing and sales teams:- How many MQL’s is Marketing creating?
- Are Sales working MQL’s?
- At what rate are MQL’s converting to Customers?
- What % of deals are attributed to Marketing?
Decide on future SLA’s and build reports to measure them, presenting SMART (Specific, Measurable, Actionable, Relevant, Timely) goals.
Let’s compare: Goal 1: I want more website visitors, leads and sales. But this is too general, what about? Goal 2: I need 20,000 visitors, 500 leads, 12 customers within 12 months in order to achieve our revenue goal of $600,000 from Inbound. Goal 2 is a SMART goal. It will give you a complete picture of what you want to achieve.Agree on Fit
This is a measurement of how well you could serve a lead if they were to become a customer.Segmentation:
Let’s divide segmentation into two parts:- Lifecycle stage: a way of categorizing where any given contact or company is within your marketing and sales flywheel.
- Lead Scoring: Lead scoring is a methodology used by sales and marketing to determine the worthiness of leads or potential customers by attaching values to them based on performance.
- Publishing professional blogs, case studies, and white papers
- Sending out nurturing emails to leads
- Posting on social media
- Using marketing automation to convert a lead to SQL
- Increase involvement in LinkedIn discussion groups
- Target campaigns in specific locations
- Blog in other languages
- Introduce Account Based Marketing activities.
How can the digital revolution help you extend your reach?
By
Orit Oz
, 15/05/2017
As technology rocks our world, we need to get closer to our customers, understand their customer journey, and adjust our marketing and sales accordingly.
min read
If we were to tell you that the world is in the midst of another major digital revolution, would you be surprised? We wouldn’t — because technology is seriously rocking our world, and it’s creating unprecedented disruption in its wake.
It’s completely changing our methods of doing business and transforming the business models of each and every industry. Soon, almost anyone will be able to invent new products cheaply and quickly. And to make things even more challenging, the new competition is selling directly to the end user.
So where does that leave us? We can bury our heads in the sand and rely on existing methods that have worked until now, and hope for the best. Or, we can accept the fact that we need to adjust, challenge the status quo, and take advantage of these changes to not only survive but actually boost our businesses.
But where do we start? First, it’s important to understand that the single and most important factor in this new era is the customer who actually uses your product or service. Not your product/service, or your technology, or your market — your customer! At the end of the day, your success is determined by how well you know your customers and how well you meet their needs or solve their challenges.
This means that before you do anything else, you need to identify, understand and talk to your customers.
This involves meeting customers at different points on their journey, mapping their journey and fully understanding their needs. Once you’ve done this, you can go on to define your potential buyer personas; identify how you meet their needs, motivations, pain points and challenges; create relevant offline and online content and tools to communicate with them; reallocate marketing and sales (and other) resources to match the real needs of your customers; and create collaboration between your marketing and sales (and other) teams. But first, get to know your customers! From there, the rest will follow.
Overcoming Global Borders
By
Dina Gidron
, 14/05/2017
A Case Study in Effective Online and Offline Marketing. Trends in online marketing, Microtargeting, mobile, content, Amplification and Old-school marketing
min read
A Case Study in Effective Online and Offline Marketing
Note: This is the last of a 5-part series on our annual international B2B marketing conference this past November. Read Part 4 here. As VP Strategy at Oz Branding, I decided to share our experience with Elcam Medical at the Global Marketing Challenges for B2B Companies conference, as it demonstrated the importance of combining both online and offline marketing approaches. Before delving into the Elcam Medical case study at the conference, howev er, I thought it important to remind you of five important trends in online marketing:- Microtargeting – which involves finding a specific subset of customers in your marketplace
- Mastery of mobile – Mobile will dominate your market, no matter what the industry.
- Quality content – You'll need to fill that mobile channel with quality content, not to mention all of your other channels (and differentiate between these channels).
- Amplification – You'll also want to figure out how to amplify that content so it reaches as many potential customers as possible.
- Old-school marketing – Nothing beats face-to-face interaction.
Elcam Medical– No Longer "Just" an OEM
Now that we have those trends in mind, I want to introduce you to Elcam Medical, a medical device company that is a world leader in medical stopcocks. This fluid control application is part of a larger set sold to a hospital through a multinational company. Elcam Medical, whose humble beginnings started at Kibbutz Baram, is a well-known OEM in the medical device industry. The challenge is creating awareness of the product to the end user who benefit from the patient safety and time-savings measures the device offers. Once the end users recognized the brand more, they would be able to create additional demand from the market, rather than relying solely on OEM representatives that may have a different agenda. How then could Elcam Medical go about positioning itself to be recognized more by the end users, in this case, ICU nurses in the medical device equipment industry? Oz Branding has been working with Elcam Medical for the past 4 years. In this case, we helped them devise a two-pronged strategy. The first challenge was to identify and understand their end user, a microtarget of ICU nurses, and develop channels to communicate with them. The second was to continue to strengthen its brand recognition with big multi-national companies, who are purchasers of Elcam Medical, but are familiar with it only as an OEM.
The purpose of this two-pronged strategy was to create demand with regular companies, and spark a conversation of why this product's value is high enough to justify raising its price. With increased demand generation, sales would rise.
A Risky Yet Effective Strategy
The approach Oz built with them was dramatic and involved big decisions. In truth, multi-national companies don't want suppliers talking to customers. The question became how Elcam Medical would implement its strategy without damaging customer relations. First, all project work was done with complete transparency between Elcam Medical and its customers. The customers understood Elcam Medical would not sell directly to the hospitals and since there was no conflict of interest, sales have increased as a result of this project. Secondly, the idea was to focus on a concept of concern to end-users which wouldn't affect the suppliers. Fortunately, this concept had already been thought of and built into the product and reflected in the Marvelous stopcock, specially designed to increase safety and save precious time for the critical care teams. In order to have this concept strengthen the entire brand rather than one specific product, a designated website was created to promote Elcam Medical's most important feature for the ICU nurses: patient safety.
This turned out to be the main benefit for end users. They wanted to know: How did Elcam Medical ensure patient safety? That became the agenda of the website – to position Elcam Medical as experts in insuring safety in the hospital environment, especially within the ICU.
As new products develop they will also be shown on the website. More than just a promotion of the company's latest technology, the website helps to share a lot of professional data and information among medical professionals.
In order to identify the issues and concerns Elcam Medical's end users face, 12 LinkedIn groups were identified and scoured. Blog articles were written and posted to this website addressing these topics and continue to be expanded upon. For even wider distribution and increased awareness, professional online publications are approached with these same topics, helping to position Elcam Medical as leaders in patient safety.
Online and Offline Equals 100% Success
The best approach combines online and offline marketing. Simply put: You have to get out there. In contrast to attending the usual larger medical conferences and big trade shows, Elcam Medical started to attend more targeted professional conferences of nurses, albeit with a smaller booth. Whenever possible, they tried to generate awareness by getting on the lecture panel at the conference. Of course, paid online advertising promoting these conferences helped, but at the end of the day, online activity leads to offline activity, which leads to a personal relationship. As a result of this two-pronged branding strategy, many personal relationships have developed, both between Elcam Medical and the end user, as well as between Elcam Medical and suppliers. As an example of the results generated from this type of online and offline approach, I read an email we received from a big company representative who wrote to one of Elcam Medical's representatives she had met at a critical-care nursing conference:
This email was sent just 6-8 months into the branding process, the results are still in process.
The shift is dramatic in that it has changed the rules of the game – Elcam Medical now talks to nurses directly, creating its own relationships with the end user, which in this case, resulted in a huge amount of leads from one particular nursing conference. It shouldn't be a surprise that sales increased by 35% in 2015, the same year that Oz started working with Marvelous.
As a takeaway from the conference, I believe that this combination of online marketing and the creation of offline personal connections can move many Israeli companies further into the international marketplace than they are today. As they expand and move abroad, I'd like companies to remember this combined approach when considering how to overcome global borders.
This is the last post in our series about the annual international B2B marketing conference this past November.
