Smart Marketing Blog

10 Keys to Success as a Technical Marketing Manager

To be a successful technical marketing manager, you need to understand how to apply marketing best practices in the context of a nuanced technical audience.  If you’ve hired a technical marketing manager, pass along this information to help your new staff member understand the breadth and depth of technical marketing. Or, if you’ve just been hired as a new technical marketing manager, congratulations! Here's a jumpstart to your job: research from hundreds of engineers that shows how they search for information and how they want to interact with marketing and sales. These 10 keys – which focus on brand, positioning, website plans, content marketing strategy, and awareness and loyalty campaigns – will strengthen the skills and knowledge you need to be a successful marketing manager in a technical, B2B company:

Using Data to Guide Strategy: HubSpot Marketing Dashboard

One of the great benefits of a marketing automation tool like HubSpot is the wealth of data you get about your marketing and sales efforts. At the same time, one of the drawbacks is the sometimes overwhelming amount of data you have. How do you sift through all the information at your disposal to focus on the metrics that really matter and use them to guide strategy? HubSpot metrics can be broken into four sections: Marketing dashboard Analytics tools Reports  Tactic-specific metrics Today, we’re focusing on the marketing dashboard, covering the most impactful reports and how you can use the data in these reports to guide your strategy.

The Big News from INBOUND 2017: HubSpot Sales Professional

INBOUND 2017 was a packed four days of sessions, keynote addresses and meetings, accompanied by more than 21,000 of our closest friends and marketers. While we came away from the event with plenty of knowledge to share, we’d like to first address some announcements HubSpot made at the event about new products and functionalities. We addressed the new content strategy tool last week, so today we’ll look at a highly impactful change to an existing service: HubSpot Sales. 

HubSpot CRM vs. Salesforce CRM:  6 Comparison Criteria

An effective customer relationship managment system (CRM) separates hugely successful companies from the ones with stagnant lead and sales growth. This foundational technology allows you to gain insights into your customers and prospects, easily reach out to them, and measure conversions through their buyers journey. It also helps you to eliminate numerous manual sales tasks, freeing up your sales force to spend time in the most impactful ways. In short, CRMs are critical to improving your B2B organizations' marketing and sales performance.

How to Create a B2B Marketing Plan that Drives Results

Updated August 15, 2017 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.

HubSpot + TREW Marketing: A 5-Year Story of Transformation

There are times when a business decision appears simple and contained, but the outcome radically, fundamentally changes the organization for the better. This is the story of TREW Marketing + HubSpot.

Staying Organized in Your Marketing Automation System

This post originally ran in March 2016 and has been updated. I realize that this isn’t the most exciting topic out there. Actually, it’s probably one of the least exciting things you can discuss (unless you’re one of those people who likes this kind of thing). Unfortunately, keeping house in your marketing automation (MA) system is a necessary evil. Without an effective way of organizing your content and data, you risk not being able to find what you need when you need it.  Of course, it’s easiest to implement an organization system when you first move to an MA platform, but it’s not impossible to do if you’re already established – it just takes more time to retroactively organize everything. Below are five of the most important things you can do to keep your system organized.

5 Product Updates in HubSpot CRM and Marketing Automation Tools

HubSpot continually releases new functionality to both their CRM and marketing automation tools in order to stay competitive and up-to-date with changing technology requirements while maintaining their affordability for SMBs and start-ups.

How to Calculate Total Leads in HubSpot

For a long time, HubSpot lead reporting was the Moriarty to my Holmes. I relied on the "became a lead date" report, but the numbers never seemed to line up what I thought the total lead number should be. For example, let's say I was hosting a webinar and tracked 200 form submissions from the registration page. If I pulled the "became a lead date" report for the month in which I promoted the webinar, the number from that report was almost always significantly lower than the submissions I recorded from that form, which doesn't make sense at all, seeing as we see submissions from more than one form per month anyway.

Use It or Lose It - 6 Ideas for End-of-Year Marketing Spend

December is here and will quickly fly by. If you have marketing budget dollars to spend before the year's end, you are feeling the pressure. We've put together a list of quick, effective marketing investments for you to consider.