Smart Marketing Blog

Trends: Web Form Fields That Convert

High quality content is key to lead generation. While we know scientists and engineers seek accurate, research-based content, we know they are skeptical of trusting online content and filling out lead forms to get to it. So what fields - and how many - should we prioritize?

How to Create a B2B Marketing Plan that Drives Results

There is a great saying many marketers use, “If you don’t know where you’re going, any road will take you there.” Without a plan, how do you know what you need to do, in priority order, to get there? In busy times, it is difficult to take a pause from everyday work to stop, breathe, focus, and plan. Instead, many rush down any road that looks promising at the moment. Unfortunately, these unplanned roads lead to mediocre results and higher costs – in time, money, stress, and frustration.

Make Your Marketing Smarter: Contextual Marketing Strategy

This is a part two of our contextual marketing series. If you missed part one, start with our introduction to contextual marketing instead. You know what contextual marketing is and why you should use it, but how do you get started? And more importantly, how do you use contextual marketing to build long-term success?

HubSpot INBOUND 2018 Product Releases

INBOUND, HubSpot's annual conference, kicked off today, and TREW team members Lee Chapman and Erin Gleeson are in Boston attending. Read on to learn more about HubSpot's latest platform announcements and how they apply to you.

Make Your Marketing Smarter: An Introduction to Contextual Marketing

According to the Evergage 2018 Trends in Personalization study, 92 percent of marketers are using contextual marketing in some way, primarily in email and on websites. You’re most likely included in this group. Think of the last email you sent out using marketing automation- did you include a first name token in the body copy? If so, you’re using contextual marketing via personalization to better speak to your audience. But wait- there’s a lot more to contextual marketing as a whole than just populating a first name in an email template.

Infographic: Know YOUR Audience: The Basics of A/B Testing

Most engineers and scientists swear by testing, testing, and more testing. And marketers are the same. In fact, Steelhouse proved that “using correct targeting and testing methods can increase conversion rates up to 300 percent.” A/B testing is one of the best – and most used - techniques to learn what content performs best with your audience, but it can be hard to know how to start the process and choose the right elements. With A/B testing, you create two or more versions of one marketing element, such as a subject line of an email or CTA button, then put it in front of two randomly selected audiences to see which performs better. The best part of A/B testing is that you are testing two segments of your audience, not relying on industry standards. Your contacts are the judges, and the outcome can significantly affect your conversion rates and, ultimately, your bottom line. The Importance of A/B Testing Marketers still struggle to prove the ROI of digital marketing, inbound marketing and content marketing. A/B testing is the simplest and easiest way to find out whether marketing efforts work or not.

The Plain and the Glamorous

At least once a year, someone somewhere in the marketing world declares that email is dead. Usually this is followed by exposition on the new technology that has overtaken email. It’s a catchy phrase, for sure, and there are many sexy technologies out there that are more fun to play with. The fact remains, however, that email has been and will remain the workhorse of marketing – no matter what new technology pops up on the horizon.   Here's a look at the history of email. 

5 Signs that You Need Marketing Automation

You've probably heard about marketing automation, but you might not be sure your business needs it. In order to determine if you should make the investment, we should clear up what marketing automation is and is not.

Creating a Workflow: a How-to Guide

You want to create a workflow, so you open up your marketing automation tool, navigate to the workflows section, and start plugging in actions. But wait- if you haven’t taken the time to set a goal, carefully choose an audience and frame out strategy, your workflow can quickly go off the rails. Workflows are an advanced feature of marketing automation and can be intimidating. However, if you follow these 7 steps, you’ll soon find yourself with a well thought-out workflow that works for you.

Introducing: The HubSpot Service Hub

Today, HubSpot released the HubSpot Service Hub, a tool designed to help companies manage customer relations and keep conversations with a contact from marketing, sales and customer support all in one place.

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