Skill Up

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Featured snippets are taking over search results and creating new competition to rank in position zero. In this episode, Jorie and Matt explain what featured snippets are, why they matter, and how to create content that’s optimized for them. They also talk about the ripple effect featured snippets have had on how the web works and what it means for the future of SEO.
Mastering international SEO can seem like an insurmountable task. There are a lot of options to consider and the best advice is tailored to your specific site. In this episode, Matt and Jorie do some fact-checking and break down the options for creating an international site structure and marketing plan. Plus, Matt explains how to begin building authority, in whatever language or region you’re looking to break into.
This season, we’re looking at how to develop a marketing-driven sales enablement strategy for your company. And the first thing you might be asking yourself is, ‘What exactly is sales enablement?” Well, great start. Sales enablement is the processes, content, and technology that helps sales teams sell efficiently and at a higher velocity. You can think of sales enablement as a cohesive unit, between your sales and marketing teams, with its own shared language and goals.
Twitter’s audience, more than almost any platform, can feel like it’s all over the place. So how can you not only drive more meaningful conversations but also and build community with existing and potential customers? HubSpot’s Krystal Wu talks through how you can find like-minded audiences and add valuable discussion. Because it can all get overwhelming quickly. So you need to know when to keep it simple. And breathe.
If you’re running a business and you want to increase your efficiency in closing those big ticket sales, then you should practice account-based marketing. ABM is a B2B strategy where marketing and sales work together to close big, complex deals at a discrete number of target accounts. And the higher your price point, the more likely ABM will be worth your while. Anni offers up three things to focus on when starting ABM at your company.
This season, we’re looking at advanced marketing techniques. And one of the most advanced ways to market, sell, and service customers involves the use of artificial intelligence. AI can learn, reason, and act for itself, and make decisions in the same way that humans can.  We break down how to correct duplicate data and clean up the rest of your data efficiently. While AI might not be our sentient overlords just yet, it can help companies serve the right content, to the right customers, at the right time, right now.
Your company needs to have a clear revenue goal. But unless your teams know how to contribute to it, your goals aren’t going to do you a whole lot of good.  So you'll need to help marketing and sales each understand their role in achieving that goal. And the best way to do that? Implement a service level agreement, or an SLA, between the two teams. An SLA means Marketing promises a certain number of leads to Sales, and Sales promises to contact those leads within a certain timeframe.
The internet was built on links, and link building is still an incredibly important aspect of a successful SEO strategy. But it’s not as easy as it once was, and there are no quick wins in improving your site’s authority. In today’s episode, Matt and Jorie go through the history of backlinks in SEO and explain how you can create content people want to link to.
There are a lot of marketers working off decade-old advice for SEO and optimization. With more competition and more distractions online, you need a new playbook to get the biggest return for your content marketing. In this episode, Jorie and Matt talk about how to update your content strategy and drive more organic traffic for the keywords that matter most to your business.
Marketing qualified leads, or MQLs, are leads that are both a good fit for your offering and are ready to have a sales conversation. But what about hand-raisers, or good fit but unready sales leads, or poor fit leads?  We’ll set up a lead qualification matrix to help you sort through good fit and poor fit leads, based on sales readiness. That way, you can send the best leads to sales, and leave the rest for marketing to continue nurturing.
Marketers have gone from optimizing for desktops, mobile, and now … it’s all about voice. Matt and Jorie talk about the rise of voice search, how it will change your content strategy, and what you can expect to to come in the world of content and SEO.
Marketers can’t just focus on ranking for text-based content anymore. Today, search engine results pages are more diverse than ever — from images to video to knowledge boxes and more. In our first episode of Skill Up, Jorie and Matt dig into all of the different ways Google is serving up different content types and how searcher intent should inform your SEO strategy.
Marcus Sheridan was burnt out. Each day, he was waking up early, driving two to three hours, sitting at a sales appointment for two to three hours, and driving home for two to three more hours. He didn't get to see his wife. He didn't get to see my kids.  What was eating away at his time? Not getting to work with more qualified buyers. So to solve that, Marcus redefined his content strategy and starting selling at an 80 percent close rate.
What’s actually involved in making a sales enablement strategy? We break out the three key elements -- a clear goal, a target buyer, and a content strategy -- to help get you on your way to implementing a successful sales enablement strategy at your company.
When it comes to content, you can’t just set it and forget it. You need to create a system for checking on the health of your content, identifying what’s the core issue causing a dip in traffic, and figuring out how to fix the problem. In this episode, Matt and Jorie, talk about how to use your existing library of content to get better results.
This season of Skill Up, we’re looking at social marketing. You want to always meet your customers where they already are. And it just so happens that over 30 billion users across all channels are on social, interacting with brands and communities. That’s a lot. So before you start trying to market to all of them, you need to create a social media strategy. Host Matthew Brown gives you five things to keep in mind as you start your social marketing.
Employer branding is a lot of things.It’s photos on a website. It’s what people read about you from a quick Google search. It’s Glassdoor reviews. But creating a great employer brand is all about how you position your company as an amazing place to work. Hannah Fleishman joins host Matthew Brown to talk about why LinkedIn is the best place to start investing in your employer brand, and how you can empower your employees to publish content about your company.
People aren’t static. They access your content from multiple devices on a number of different channels. And as their experience with your company grows, their needs and interests change. Yet most marketing still treats all these different customers exactly the same.  Personalization helps contextualize your marketing for customers and potential customers. It helps people feel like your outreach is more personal and ultimately creates a more natural connection.
The internet has completely changed the way we sell. Buyers are more informed and now hold all the power in the sales process. Sales enablement is all about bringing marketing and sales together to keep up with today's empowered buyers. Your sales team needs processes and high-performing content, and marketing is just the department to give it to you. But first, you need to align both teams.
What makes conversational marketing great is when it’s super relevant to any given problem and gets visitors to where they want to go. The more contextual you make it, the better the experience. HubSpot’s resident bots guru Connor Cirillo joins Anni to talk about why bots are more than just a marketing priority, how to optimize for human behavior, and why advanced targeting helps put the customer first.
Smarketing combines sales and marketing. Great. Easy etymology. But what exactly does it mean? Smarketing is a team meeting, where your sales and marketing teams come together to collaborate on a shared project and solve problems. We go inside HubSpot headquarters with Alex Girard as he sets out to put on HubSpot’s next Smarketing. Not only have we never pulled the curtain back on this type of meeting, it’s also our first attempt at a live, remote Smarketing. As such, things don’t always go as planned.
It can be tempting to just guess which type of content will entice visitors most and eventually convert into leads. But basing your marketing decisions off a hunch is risky business. A/B testing helps you compare two versions of something against each other to determine which one performs better. Anni lets you in on the three things you should start A/B testing right now.
Social media moves quickly. Trends come and go. But the question that always needs answering is simple: What makes a piece of content compelling? You need to create content that gets people talking, without losing sight of your company’s values. Kelsi Yamada joins Matt to talk about how HubSpot thinks about social content and explains why data might not always give you the answers you’re looking for.
With today’s empowered buyer, you need to be in the mindset that your best marketing channel is actually going to be your existing customers. And when your customers succeed, it’s your best predictor for business growth.  The world of marketing has shifted to word of mouth, and reviews are more important than ever before. Anni takes you through how to support your customers and advocates with an inbound marketing strategy designed for them.
We’d all like to believe that everyone’s a good fit for what we’re selling. But that type of thinking will only end up wasting countless hours and angering countless more prospects. You need to qualify which leads are a good fit and which ones are a poor fit. This episode, we walkthrough how you can align marketing and sales in pipeline creation and create an ideal customer profile.
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Podcast Details

Jul 26th, 2018
Latest Episode
Mar 31st, 2020
Release Period
No. of Episodes
Avg. Episode Length
21 minutes

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