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What is the Right Product Marketing Fit for Your Business Growth

By Rajesh Jhamb
September 28, 2017

Using our own experiences, as well as that of successful organizations, one thing has become clear over time for us – if there is a constant struggle to generate interest in selling your product, it’s probably because of an incorrect product-market fit. Of course, it could also mean that the problem lies with your product itself, or maybe the market itself is not defined well. In that case, you need to focus on the product – market fit. We believe that one of the best ways to enhance real demand for your offerings is to look closely at your what target audience really needs or wants.

#1. How can you know that the product/market fit is not working?

You can figure out when the fit is not happening once you notice that customers are simply not just not getting any value off of the product. The overall usage is not as per your predictions. Despite extensive efforts, word-of-mouth is also not that effective either. The reviews are not very kind, and sales are simply not happening – though the prospects certainly look quite promising. Likewise, when the product-market fit works well, the signs are clear for all to see. Your sales efforts will be more effective than you can anticipate. Usage also grows quickly, and so does your overall revenue. You need support staff to be added to the rolls as well. Reviewers should raving about your hot new product to create hype as well. To cut a long story short, a successful product-market fit is when your customers sell for you. Once these users share their experience with other prospects out there, you can proudly claim that you know what product-market fit means.

#2. Looking at Value Hypothesis

Marketers need an answer when it comes to why customers would want to use their product, and ignore their competition. A value hypothesis tries to answer this to the best of their ability. It presents an assumption and attempts to scale the number of customers who would likely be attracted to their service or product. Recognizing a value hypothesis that is convincing enough can lead to figuring out the right product-market fit. This approach will take into consideration the features as well as the strategy of the business that could be used to attract the customer. The pricing, placement as well as the model of the business are some of the key assumptions to be validated.

#3. What do you need to do to get the product-market fit?

Everything. When we say this, what we mean is relooking at your product critically. Rewrite the product you think is near perfect, look at new markets, change your staff if they aren’t working out, get in touch with your customers with utmost honesty and always try as hard as possible to get more capital and maybe a little more. You need to get your hands dirty, get right down to it and not look at anything else that does not hold importance. Instagram, Twitter, Anyperk – all of these and many other sites have revamped their processes and obtained spectacular results. This is because they did not shy away from drastically changing their course from what was planned originally to find their product-market fit.

#4. You need to be in touch with your customers

This is one skill you need to master completely to get the right product-market fit. You need to know what your customers want, and what will make them stay or even become your salespeople. There is an inherent need to cultivate your customers and be in regular touch with them.

#5. Size it up for your own good

There is an intrinsic need to measure your product-market fit as soon as possible. This is because it will expressively influence how you run your startup. If you still haven’t even touched your ideal product-market fit, then it is extremely important to focus on improving the number of customers who are in love with your product and claim to be sad in its absence. Engage with existing users and get in-depth knowledge about what makes your product so indispensable and liked. Sometimes, it might be as easy as stressing on a wonderful attribute of your product. In other circumstances, it could require some product revisions or improvements.

#6. Product-market fit is just not the marketing team’s job

Once each and every employee in the organization understands that it is everyone’s job to achieve the near-perfect product-market fit, it becomes easier for them all. It will not be a tireless journey, nor will it fall into your lap easily. It will be like a maze where everyone will be required to negotiate their ways in and out of it. And after being lost in that maze for eons, maybe you’ll realize that you need to get back to the starting point again. All members of a particular team have pre-defined roles to play. From the ones who build the projects, to those who make decisions that matter, to those who are in touch with the customers – everyone should have a clear purpose.

#7. Like humans, markets are also quite unequal

A good market to operate in would essentially have a very large number of prospects. There would also be huge opportunities for growth in the number of potential users. But markets are simply not equal or great all the time. The right product-market fit means that you’ve not only found a product, but also a market that is need of the product. You need to gauge if the market is cheap, small or will dry up soon. So, there is a requirement of finding a good market, not just any market. A great market will let you implement your product with ease, and help you with figuring out the competitive attributes as well. You can choose some key features which help your product stand out from the rest, and then work on those extensively.

#8. Go right ahead now and scale it up

Having reached the product-market fit, you will now have to concentrate on scaling your business as well. One of the ways of doing so is with a meaningful promise. Talk about the advantages that your loyal customers swear by. Look at the predicted revenue by implementing strategies that let you profitably acquire other users. After this, you can put a process in place that will help with repeatable and scalable customer acquisition, by improving and enhancing the product.

#9. Don’t get complacent and think you have it all

Now that you think you've upped the ante and are doing really well, you need to stay aware and competitive as well. You may have a fabulous product-market fit, but there is just about no surety that it will remain that way in the coming months. Maybe a new player might enter the scene and upset the apple cart. The best example would be to take a look at the publishing industry, and how the internet has impacted their revenues. For the right product-market fit, you need to know what’s happening around you and the industry you operate in. You also need to be ready to take these challenges head-on and anticipate changes that might happen in the market.

#10. Myths surrounding Product-Market Fit

There are some common myths that come with Product market fit. But like mentioned, they are just that – myths: Once you have a good product-market fit, you don’t have to care about your competition at all. A product-market fit is almost always a super event that happens in isolated conditions. There is an obvious sign that presents itself when you figure out the optimum product-market fit. Once you achieve this product-market fit, it stays put and you don’t have to do anything about it ever again.

#11. What keeps people from trying to get the fit?

One of the primary obstacles that prevent people from even attempting to find the correct product-market fit is that they believe that they’re successful even without it. A lot of strategists call this state ‘mediocre success’. The marketers are pleased with the generation of enough sales, payment of bills on time and meeting various other expenses. But, they still haven’t generated break-out success that lets them know that this is the way to go for them. Just like it’s easy to differentiate between failure and success, it’s a tad difficult to point a finger in the direction of mediocre accomplishments. But, once you know that you deserve and need better, you should work towards getting the product-market fit even if you’re a late arrival on the scene. In a nutshell, you need to: 1) Look for repeated and organic use 2) Study implicit behaviours that may be leading to stickiness 3) Ensure the usage of latest technology in your company that enables you to find these latest market trends 4) Keep on trying till you reach the goal of achieving your market fit So, get your act together and work it out for your own good! >>Hubspot is one of the Essential tools for SaaS Companies. Know more about Hubspot.

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An Entrepreneur’s Guide to Building a Successful Digital Media Marketing Company

By Riya Arora
September 27, 2017

Starting afresh with a digital media marketing company to take care of can be quite overwhelming – even for entrepreneurs who have done well and are seasoned in the traditional set-up of offline marketing. When you’re just beginning digital marketing with a clean slate, there’s a ton of questions you need to ask – where do you begin from? What do you start with? How can you garner a sizeable following? How can you manage to connect with the right people? Should you start with something that is sure to get you noticed? Or should you play it safe? We have a fairly simple path laid out for you if you need help with your baby steps into the world of digital marketing.

#1. Clearly know your goals and identify the tools you want to use

You need to have a clear idea as to what you want to achieve. In case your digital marketing goal is to increase sales by x%, then you will have to generate 2x% more leads to your website. You also have to keep in mind about measuring your goals with tools that are accurate – it will be of immense help to you if your customers are aware of these tools as well. Check out what your competitors are doing as well – you don’t want to stray too far, after all.

#2. Develop your SEO strategy

After a while, your website will be ready. So, your next move should be to optimize it so that it becomes visible where it matters – online. You need to remember that your site should be easily found all over the internet, as well as appear on search engines. This can easily be achieved if you list your digital media business on directories that are available online. This is a huge help since your prospective customers find you easily. You will also need to know your target audience, and use a wide-ranging keyword research to gauge the audience and their preferences properly. Keyword researchers can help you know the most searched topics as well. An inbound link building campaign will also be of significant help in optimizing your site. Detailing out these technical SEO aspects will also help you in the long run with the site.

#3. Content Marketing strategy is still important

If you think a digital media marketing company can do well without proper content, you’re in for a rude shock; content is still very much around and will continue to be of immense importance in the days to come. It’s not what people perceive of you; it’s about how you make them see your services and products. Creating content that’s unique and provides value will help you make connections that will last longer and let your customers recognize your brand as well. Content – as is a proven fact – helps convert leads. The content should also let your customers relate to the personality of your brand better. Content marketing should function like a well-oiled machine that needs to be catered to if one wants to build a positive perception. Videos, articles, e-books, white papers, blogs, surveys, case studies and other diverse forms of content will take you closer to your digital marketing goals.

#4. Make yourself known on social media

This is obvious in today’s day and age. Irrespective of what your digital marketing company does, you need to have a strong presence in social media. Consumers are looking up various social media platforms to know more about brands and find out more about the products and services available. Purchase decisions are nowadays based on the brand’s social media presence. So, wait no more – make and maintain your profiles on all the important social media sites like Facebook, Google Plus, Twitter, YouTube, LinkedIn, Pinterest and Instagram. Your content strategy and your social media strategy can’t work in silos. They should be linked to your content gets shared across all available profiles. You need to put in a considerable effort as well as time to grow the following you have on social media considerably.

#5. Online influencers can be of immense importance

No matter what you do, as a lone figure, you will not be able to build a massive group of followers at all. This is where social influencers come in handy. You can get help from famous online celebrities, bloggers, online marketing gurus and popular YouTubers. Online influencers can be complete brands in themselves. Teaming up with them will help you effectively engage your prospects. If you can convince them to do a promo on Facebook or Instagram with your product as the takeaway, it’ll be even better.

#6. Get set to use that phone smartly

As an entrepreneur, you might not be at your workstation at all times. You will probably be moving around a lot to make your business and your brand is known as well. So, it makes a lot of sense to invest in the latest smartphone which offers you more than a simple peace of mind. To accept payments on your handheld, you might also need to buy a credit card swipe machine. The age of cellphone addiction is upon us, and your customers are no exception to this widespread phenomenon. It’s highly probable that they’re doing all their research on their cell phones. To cater to that aspect, you need to have a site with a design structure that’s responsive.

#7. Have a lead strategy in place

Your job is far from done if you think channelling traffic to the site is enough. You obviously want sales too, and for that, you need to convert your visitors into leads or – ideally – paying customers. You can translate your efforts into some serious cash by offering free e-books, limited-time memberships, videos about the products & services, whitepapers etc. A simple call to action with benefits can also be used. An easy opt-in form or a landing page with varied options will also aid in generating leads.

#8. Create a customer experience that is unified

Engaging and appealing content won’t do the trick alone. You will have to look for other ways to engage with your prospective customers, as well as the paying ones. If they are going to be your spokespeople, then you obviously must deal with them in a way that will be to your advantage. A recent study has shown that a lot of customers do not complain about bad customer service or products that are not up to the mark – they simply go to someone else without letting the earlier company know. Keeping this in mind, always remember to take feedback from your customers. This will also let you improve your products and services.

#9. Get your email lists ready

You can make dough out of that extensive email list. By way of email marketing, there is also segmentation of customers, profiles can be created and customized content can be delivered. Thus, e-mail becomes quite a convenient and effective medium that can be used for conversion. But you need to remember to send them valuable and engaging content, not just sales-y stuff. Strong CTAs in the emails will also add to the conversions.

#10. Measure it all and keep track

Digital media marketing practices should be measurable in nature – in fact, a lot of success in digital marketing depends on whether your progress (or lack thereof) can be measured. You need to have information coming in, and should be using the right kind of data to move ahead in the race. Analyzing data will let you know what is working for you, and what isn’t. Metrics such as conversion rates, engagement levels, inbound trends, online reach, etc. can ultimately lead to substantial results. It might not happen that in a day’s time, you’ll attain positive results for your energies expended – but using all the strategies and measuring them efficiently will let you get way ahead of your competition.

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5 Business Growth Hacks to Improve Content Marketing

By Rajesh Jhamb
September 26, 2017

Anyone who knows digital marketing is more than aware of the fact that content marketing has transformed the business scenario online. On one hand, it is more than fulfilling to see spectacular growth being generated, while on the other hand it is a lot of effort and involves dollops of sweat as well. So, if you wish to master a delectable recipe that works wonderfully for your palate as well as your teams’, you need to pick and choose the right ingredients, the best tools and add dedication as well in wholesome quantities. We have listed some growth hacks to improve your content marketing skills and help you move towards attaining a stupendous number of subscribers and traffic.

It’s time to grow your content marketing

If it has been an uphill task for you to grow in the content marketing space because of competition, you should go for something else altogether to make it work. Growth-hacking mostly means techniques and tactics that can help you and your business grow. These tools and techniques can take you on the path you wish to be on, expand your reach and elevate your content marketing business to new heights. So, pull up your socks and get set to implement the following 5 growth hacks to boost the growth of your content marketing business and campaigns. These hacks will help you know how to improve your services in engaging and exciting ways.

#1. Make your old content as good as new to boost reach

One of the most convenient and efficacious hacks for business growth is repurposing your old content. It takes hardly any time or effort to turn your old blog posts into imaginative and attractive YouTube videos. You can even convert them into social media posts by using them on Twitter or Facebook. These key points could be rehashed as well to take the shape of Slideshare presentations. By reusing your old content, you open up avenues in various places that you hadn’t thought of using or wanted to utilize at a later stage. This lets you expand your reach quickly and easily. The best part about this is that you already have the content in place; all you need to do is re-tune it and adapt it for various platforms. While talking about content, you could also consider changing it a bit by writing headlines that catch the eye. Headlines actually have the capability of making a world of difference to your content marketing campaign. When you grab your consumers’ attention with catchy headlines, it tends to stick and the users want to read on and know more. You can A/B test your headlines to optimize click-throughs. Remember to do it for each and every article you write, and make sure to analyze the results that come forth before you go ahead and publish or promote it. Use this epic growth hack tactic and witness how it propels your campaigns ahead.

#2. Increase the engagement of your users with gamification

The video game industry has been going strong and grossing billions annually without any intention of stopping, and content marketing businesses can learn a few lessons from this industry. Gamification is easy, and it’s engaging as well. It lets you turn non-gaming activities into plays and games that can appeal to potential customers. So, all you need to work on is transferring the love that users have for games into your content marketing campaigns. With the right tools and techniques such as several imaginative WordPress plugins, the gamification process becomes child’s play, and you can make your blog look fresh by gamifying it and other pieces of your content with unique user profiles, patches and achievements. If you look at popular examples, TripAdvisor makes users feel special by awarding badges and levels to them once their reviews reach a particular quantum. This tactic is sure to help you increase your users and people will want more of it once they get hooked.

#3. Go social and promote your content to relevant groups

It’s a no-brainer that you need to use social media groups to enhance your content engagement and grow your user base. Relevant social media groups can help you add value, while – at the same time – aid in the promotion of your latest content. All you have to do is participate in the conversation of the groups you join. Once users notice your presence and take your word seriously, your content will get shared like never before. Your latest videos, blogs, whitepapers etc. will get promoted with almost no effort from your end. But you need to remember that you are the only player playing this game. With the vast ocean of information that social media has to offer, it is extremely easy for your content to get lost. So, you have to be conscious of the fact that your posts need to be shared not just once but many times in the course of the day. And fear not, publishing your content at various times of the day will not put off your users or negatively impact your campaign. In fact, studies have shown that this is a wonderful way to keep your profiles visible as well as relevant.

#4. Test your CTAs to increase conversions

What good would content creation be if it was unable to generate conversions from it? All of us know that an effective tactic to achieve this is by creatively designing content pop-ups that have a distinct call-to-action. This CTA should be user-friendly and not annoying in the slightest. Also, by testing the call-to-action buttons, conversions can be increased by up to 13%. So, it obviously makes no sense to neglect this aspect, and it takes very little time to implement it. With some A/B testing, you can identify the colors that work best for you, sizes that are just right, wordings and their positions etc. You will realize sooner than later that they are eye-catching, and the visitors actually stop to notice them.

#5. Talk to the users’ emotions

By engaging your consumers in an emotional manner, you can add to the success of your content marketing campaign. If you identify what can trigger an open and sensitive response in the consumer, viewer or reader, be assured that your content will get shared. And while we are talking about sharing content, make sure that it not short and sweet – it needs to be in-depth. Write longer and more emotive posts, and you will see your users turning into your salespeople. In fact, even Google appreciates long pieces of content that are uniquely presented and are detailed. Invest your time, research well and come up with content that emotionally engages your audience if you want them to pass on your content.

Wrapping up

There are a lot more ingredients you could add on, but the ones mentioned above – if implemented well – can take your content marketing business to dizzying heights, irrespective of whether you are a new kid on the block or an old hand. So, get the combination right to maximize the flavours, optimize the blend and watch yourself grow in the content marketing area. You May Also Be Interested In

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Why SAAS need to start using HubSpot for Business

By Ritesh Singh
September 25, 2017

When you are comparatively new in the digital marketing business, a hand-holding guide like HubSpot can make life easier for you. And – given that the SaaS sector is like a new kid on the block but really wants to grow big as fast as possible – HubSpot can be of immense help to the companies out there. It is not an unusual practice for SaaS companies to work with HubSpot at reasonable budgets and get more than their desired results. They’ve managed to fare pretty well in terms of attracting a good quality of traffic to their site, converting the traffic into promising leads and eventually turning those leads into paying customers. HubSpot is a wonderful tool indeed, but the question that needs to be asked is why does it do so well for SaaS companies per se? There’s no shortage of digital marketing companies that software companies can pick and choose from, but here’s why we feel that HubSpot should top the list:

#1. More leads are generated

It’s not exactly recent news that many automation platforms can do a good job at lead tracking, lead nurturing and then ultimately converting these leads into customers. But HubSpot undertakes this job spectacularly and seamlessly integrates the top-of-the-funnel tools. Making your life blissful, your whole website can be easily built on the HubSpot CMS. So, you can go ahead and benefit from their landing pages, call-to-actions that appeal to a lot of people, SEO tools, blogging platform, social media platforms and much more. Just turn to HubSpot to turn your site into a lead generator. The company’s analytics then go on and let you monitor and see for yourself how well your marketing is doing. This can help you prioritize your leads.

#2. Segmentation can be done based on lifecycle

Identifying where a customer is in the marketing lifecycle is of vital importance for a strong inbound marketing strategy. HubSpot lets you segment your database depending on where they are in the lifecycle: if they are leads, or a customer, or even in a trial period. Based on this information, it becomes easier to personalize messages such as emails, posts in social media and website communication as well. Armed with the knowledge of where the target audience is at that precise moment, call-to-actions can be created accordingly. Messages can also be personalized as per the changing needs and desires of the clients. In case a trial was about to come to an end, it would spell an opportunity to offer the client something better in the form of an upgrade. HubSpot makes sure these actions are automated so you do not have to overthink your actions or miss any given opportunity.

#3. Centralize Marketing Reporting

It’s clear that – in the right context – customization is indispensable when it comes to making the marketing strategies stand out from the rest. But what is not really clear is the way to integrate the user and the data available from your CRMs. If there is no proper way to join the dots and connect the data, all the information garnered will go for a waste and along with it, all the opportunities to increase your revenue as well. Working in collaboration with your CRM system, HubSpot can take on the role of your marketing hub. Once you log in, you can know which of your marketing efforts are paying off and which aren’t. The enterprise package from HubSpot even provides many in-depth features that let you know the status of these revenues. It also lets you figure out which channel is generating how much revenue, and where exactly you should be investing to increase the revenue margins.

#4. Now call and record calls within the HubSpot CRM

You already know how useful HubSpot CRM is. Now, just imagine – you can also make calls to your prospects with just one click in your CRM. If that wasn’t enough, you can also record these calls as well. So, put that notepad away and say goodbye to scribbling notes while also trying to remember what to write! With this CRM replacing all your manual efforts of recording and logging the calls, all you need to do is press the replay button whenever you want to do so. HubSpot knows what it takes to make it all smooth and easy for you.

#5. Let someone else develop

If you divert your focus from your core business and try to employ your development skills when someone else can do it for you, your business and brand will feel drained. HubSpot offers the whole gamut at one place – the entire set of marketing tools is available right at your fingertips, with all the pieces firmly in place. Wouldn’t life seem wonderful if there was a single login for everything – from a blog to email, to even the testing a landing page. Why would you want to do something that has already been done for you?

#6. Co-marketing

A lot of SaaS companies join forces with other businesses by running a co-marketing campaign. This is done with a view to either complement their product offering, or because the organizations share the same mindset. The leads generated by such a collaboration are divided amongst the participating companies. By collaborating, the companies can manage to reach various audiences. Content that comes out of such collaborations is usually quite engaging and promising. This also lends itself to the generation of leads, and showcases thought leadership. HubSpot often gets together with various companies in several co-marketing campaigns, such as working in tandem with LinkedIn.

#7. The sales prowess goes up

Your sales team can be totally empowered and energized with HubSpot's lead tracking function. The sales team will get to know the source of each lead, the blogs that have been read, the website pages that have been viewed, the emails that have been clicked on and so much more. The plus side of this obviously translates into the sales teams knowing what the customers really want and holding conversations that really matter. Once these teams know that certain individuals have opened particular emails or read blogs pertaining to a specific topic, it will become easier for them to overcome certain challenges.

#8. Product trials

Wouldn’t you just love to test drive a product? Trials of products as well as services is an important lead generation source in today’s day and age. Your target audience might be someone who gets stimulated by a trial and not by speaking to your sales team members. The idea of a trial is also to facilitate self-service. You can go about doing your job with little investment, but you need to remember to make it a pleasant and a positive experience for the lead as well. One-to-one calls, automated emails, educative webinars or all three together can create this magic. HubSpot realizes the importance of people who are out to try your product. They need to be tracked carefully and are called product qualified leads (PQLs). There needs to be a balance between putting off the client totally and using short-cuts to reduce the overall cost.

#9. Retargeting

You can re-engage your leads who have left your website and drastically enhance conversion rates in the process. A lot of e-commerce sites have used retargeting by offering deals to attract their customers once again. You should – by all means – use retargeting if you want to turn your website visitors into customers who will pay up. HubSpot’s AdRoll integration lets you leverage retargeting on the company’s marketing platform. Using this tool gives your brand an opportunity to get closer to the customer, and build both trusts as well as credibility. These strategies have been tried and tested, and have helped SaaS companies become bigger and better. But, you will need to analyze and find out for yourself and your brand what works best for you and drives home profits and results that are beyond the usual figures you expect.

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Top 5 Digital Media Buying Trends for This Year

By Team #ARM Worldwide
September 21, 2017

Technology has completely changed the way we do marketing today. Marketers are shifting their marketing budgets to online marketing strategies, rather than traditional marketing methods. According to a report, digital media accounts for 33% of the global media spends. Thus, digital marketing is undoubtedly the most preferred mode of marketing today, and constant innovations are always occurring in this particular sphere. Another new trend in marketing is programmatic marketing. It refers to strategizing, buying and purchasing placements or ‘inventory’ online. More and more marketers are allocating a chunk of their marketing budgets into digital media buying, rather than buying physical inventories. And with the rise in digital advertising, programmatic advertising will only grow in the future. If you are considering to implement programmatic marketing strategy, and want to lock some inventories for display or video ads online, here are some digital media buying trends which you can follow:

#1. Increased Buying in an Open Auction

There will be an increased buying of digital inventories through open auctions by the publishers. More and more businesses are realising that they have ample customer data and just need access to premium ad inventory of some prominent websites of their specific industry. Today, advertisers are more reliant on their own customer data and are less dependent on publishers to provide their data. The biggest issue here that businesses face is that the process of getting massive amounts of quality inventory from different publishers independently is not a smooth process. Hence, publishers should find solutions to this problem and find the optimum way through which buyers can purchase multiple inventories without any difficulty.

#2. Personal Interaction Will Retain Importance

With the advancement in technology, there has been a rise in automating the buying process with an increase in programmatic ad buying. However, the importance of one-to-one interaction will not disappear anytime soon. Advertisers still find it important to interact personally with the publishers they believe is the most suitable to advertise with so that they can form an opinion about which inventory would suit them and generate the maximum amount of traffic towards their website.

#3. Video will remain the most important inventory on the web

There is no doubt that video ads have become massively popular among businesses to convey their message to their prospective buyers in an interactive way. Hence, consequently, video ads have been the most valued and in-demand inventory among advertisers in the advertising space. Advertisers will continue to focus on creating engaging, creative and meaningful video ads since it is an appealing way to deliver the ideal message to your consumers. Taking this into consideration, publishers also need to make the purchase of mobile video inventory more accessible, affordable, and lightweight for quicker loading. Also, there is a rise in the concept of native video advertising, which is in-feed and inherently non-disruptive. Hence, owing to this, advertisers would also expect their publishers to offer more native video inventory, which yields higher engagement from the users.

#4. Shift from desktop to mobile

With the unprecedented rise in the mobile phone market, mobile phones have become accessible to everyone. The impact of this effect has not left marketing also, and it can be expected that more mobile ads inventory would be brought than desktop ads inventory. This shift in trend is due to the fact that more and more consumers use mobile phones to search for every little thing in their daily lives. According to a study, mobile phones now constitute more than 50% of traffic and inventory. As more and more page views occur from mobiles rather than desktops, the mobile inventory will rise exponentially.

#5. Fraud Detection Tools Will Proliferate

The rapid advancement in technology also comes with its drawbacks, with the rise in cases of fake news and click-baiting. Hence, advertisers and publishers are taking steps to protect their customers from falling prey to such untrustworthy sites. With the rise in such fraud cases, advertisers and publishers will focus on developing practices, procedures and tools to detect such frauds and eliminate them as well.

Conclusion

With advancement in technology, there has been a shift in marketing trends as well. Today, digital media buying and planning are allotted more of the marketing spends by marketers than physical inventory. Though there are many challenges in the sphere of digital media buying, it is exciting for the marketers as well since they are tapping into the massive potential of online marketing to increase their reach to potential customers, and hence lead to the overall growth of the business.

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Must-Read Resources For INBOUND 2017 Attendees

By Anushree Bose
September 20, 2017

INBOUND’17 – HubSpot’s annual inbound marketing and sales conference – is just around the corner, and attendees are all geared up for it with their agenda already set in place. With more attendance levels than the previous years, hundreds of sessions and tons of networking opportunities, this event is surely going to stand out from one of your regular industry events and is going to provide you with a practical knowledge of all the latest trends in the corporate industry. This makes it all the more important for the attendees to do some prior research about what they can expect while they’re at the event, and plan out their sessions in advance so that they can work on an agenda for the event.

An Archive of Necessary Information Related to INBOUND’17

Review some of this information pertaining to INBOUND’17. We have worked out the key lessons from each of them so that you can make the most out of your experience at the event:

#1. 5 Awesome Reasons Why You Should Attend INBOUND'17

Get some useful insights about what you can expect from INBOUND’17 and all the reasons why it is a must-attend event for every enthusiast of the inbound movement (which includes all the marketing and sales professionals).

#2. 5 Remarkable Speakers at INBOUND’17 You Cannot Miss

Which speaker’s sessions would be the most insightful, and which ones can you not afford to miss? Learn about the 5 most remarkable speakers who would mark their presence at the INBOUND’17 stage, and whose attendance is awaited this year. It would provide you with a briefing about what useful insights you can gain from attending the session of each speaker, and what would be the key takeaways from them. Each speaker's style of delivery and area of expertise would be different, so you can expect to gain a number of diverse viewpoints on pertinent issues.

#3. Guide to INBOUND'17: For First Time Attendees

An insightful read for all those attending INBOUND’17, whether as a first-time attendee or otherwise. It provides some useful hacks which would help in your objective of pre-planning for the event and set a proper agenda for your time out at the event.

#4. How To Get the Most Out OF INBOUND'17

Attending INBOUND’17 without having any prior agenda or a goal in mind could be detrimental for you, and prevent you from experiencing everything that the event has to offer. This blog serves as a guide for every inbound attendee, elaborating on some actionable plans which will help you leverage your experience from the event to take your business to the next level with your inbound marketing strategy.

#5. Lessons Which Every Marketer Can Learn From John Cena

John Cena is one of the greatest athletes of our times and has made his place as a marketing powerhouse. His charisma, work ethics, genuine personality and dedication towards socially relevant causes is what makes him a perfect example for inspiring the inbound movement. Corporate professionals from diverse fields can unravel some useful insights from his life and work, which could pertain to their professional and/or organizational goals, and go much beyond that as well.

#6. INBOUND'17: What Inbound Marketers Can Learn From Michelle Obama

It is no doubt that the former First Lady, Michelle Obama, has been a bonafide youth and cultural icon during her tenure, and it’s a wonder how she manages to maintain that aura around her even today. This must-read blog will reveal to you how she can provide some insightful lessons for every marketer, which they can leverage to gain success with their professional commitments and their personal lives as well.

Schedule a time to meet with #ARM Worldwide at INBOUND 2017

Let’s Plan a Meetup at INBOUND’17 Are you coming to INBOUND’17? Great! This is a great opportunity to gain a lot of inspiration and some hands-on knowledge that will help you set new expectations for your business. And with all the eminent names and organizations of the industry turning up, what better opportunity is there to network? Great minds thinking together would provide a fantastic opportunity for the attendees to discuss business growth and collaborations at different levels. Our team will be there at INBOUND’17, and we would love to talk with you about how we can grow the business potential for both of us. Looking forward for an inspiring week and meeting like-minded people. See you there!

Before You Go! Meet Us at INBOUND 2017

Want to learn more about #ARM Worldwide? Contact us to meet up at INBOUND 2017! We’d love to hear a little more about your business.

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BlogDigital Marketing / Inbound Marketing

How to Get the Most Out of INBOUND’17

By Anushree Bose
September 19, 2017

HubSpot’s annual conference, known as INBOUND, is one of the most awaited and biggest events of its kind. It provides one of the finest platforms for marketing and sales professionals from every corner of the globe to come together and celebrate the spirit of the inbound movement and attain new perspectives about inbound marketing from other sources. This year, INBOUND’17 is expected to be a much grander affair, with higher attendance levels than the previous year, more keynote speakers than any of the previous years and over 250 breakout educational sessions. Corporate professionals from every designation possible are already very excited to attend the event and have planned their schedule for the same. With so many interactive sessions and speakers, it has become very important for them to carefully decide which speaker’s sessions they want to attend, and mentally be in the headspace to absorb all the inspiration and lessons which they are going to receive. Keeping their goals in mind, they should attend the sessions of those speakers whose lessons they think can help them achieve big goals. Doing this will help them implement these lessons to achieve the discussed goals as soon as they get back to work.

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We have curated a few working plans here which will help you make the most out of your experience at INBOUND, and help you understand how you can boost your personal goals to optimize the overall organization goal(s) as well:

#1. Choose Your Speakers Sessions Strategically

INBOUND presents various kinds of sessions by eminent speakers, such as keynote sessions, breakout sessions, spotlight sessions, etc. With such a tight schedule, it would be difficult for the event goers to attend each and every speaker session. The prudent thing to do here would be to plan in advance which speaker’s sessions they would like to attend. They should attend those sessions which would give them actionable insights to implement their goals, and would ultimately help them grow their business using their inbound strategy.

#2. Get an Edge Through Networking Opportunities

INBOUND’16 saw over 19,000+ attendees for the event. This year, the number is only going to increase. With so many like-minded attendees under one roof sharing the same drive and passion for the inbound movement, this event is the perfect opportunity for you to create networks like no other platform. Also, Club INBOUND organizes lots of events which provides ample space to the attendees to lounge, refuel themselves, and provide themselves with tons of networking opportunities.

#3. Finish all Your Work Commitments Before Attending

INBOUND is an event in which you have so much to do – brainstorm ideas with your fellow attendees, create networks to get to learn new ideas for incorporating in your inbound strategy, create opportunities for partnerships in the future, take down notes from the sessions you are going to attend, and so much more. The tasks to do at hand are vast and the time is limited. Hence, you need to proactively plan for the time you are going to be away from your office, and make a plan of how your projects, responsibilities and/or quotas will be managed in your absence. This will ensure that you are mentally in the headspace to take all the inspiration and get ideas which you can implement to achieve specific goals and do much more with your inbound strategy. #4. Plan your Agendas for the Event Well Beforehand INBOUND’17 sets the stage for a lot of events from which its attendees can gain inspiration and knowledge to think outside their regular inbound methodologies. There are numerous events such as keynote sessions, breakout sessions and spotlight sessions, which would give you some actionable tactics which you can use straight away. Thus, to gain the maximum ideas out of these sessions, you need to have a plan beforehand as to what are your target goals which you have to achieve and how the insights from these sessions can help you implement them. Doing this will help you to properly strategize which actionable tactic would be required to implement a particular goal, and also identify the tools that would be required to optimize it. Hence, aligning your goals with the actionable tactics you learn from these sessions would provide you with some much-needed clarity on the future course of action that should be taken to implement your goals and/or optimize your inbound tactics. These are few of the major tips which you must keep in mind before attending INBOUND’17, which will make your experience at the event all the more productive and leverage your business with your inbound strategy. However, these are not some rigid rules which must be followed strictly but can be customized according to your agendas and what your position is on the corporate ladder.

Meet up with us at Inbound

Our team will be at Inbound and we would love to meet up with you to talk about getting results for your brand or for the brands your agency works with. Fill out this form so that we can arrange a time to meet up. We’re looking forward to an inspiring week and spending time with like-minded people, see you there!

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5 Remarkable Speakers at INBOUND17 You Cannot Afford to Miss

By Ritesh Singh
September 18, 2017

INBOUND is an event which is different from all other conventional inbound or industry events. It aims to celebrate the human side of marketing and provides a platform where marketers and sales professionals from different industries can gather together and learn something from each other, inspire each other to improve their inbound skills and – ultimately – grow their connections with marketers from every industry possible. It also gives them an opportunity to attend the sessions of many remarkable speakers who are experts in their fields and helps in inspiring the inbound movement. Here, we provide you with a list of five amazing speakers which every inbound marketer should gain inspiration from to add a fresh perspective to execute their goals and leverage their inbound strategy:

#1 Steward Butterfield (CEO & Co-Founder, Slack)

Steward Butterfield is the CEO and co-founder of Slack, an enterprise software platform that connects teams with apps, services and resources for seamless communication between them. Steward has had a gratifying career as a designer, entrepreneur, and a technologist in his nearly two decade-career of working on the web. Time Magazine recognized him as one of the 100 Most Influential People in The World, and he has been ranked among BusinessWeek’s Top 50 Leaders. He was also recognized as the 2015 Technological Innovator of the Year by the Wall Street Journal, and also featured in the Vanity Fair’s New Establishment List. By attending his session at the event, marketing and sales professionals from businesses of any size and/or industry can get inspiration and obtain new ideas about the tools that can be used to administer Slack and the various marketing circumstances through which Slack can be used to scale-up their business.

#2 Rand Fishkin (Founder and Former CEO of Moz)

Rand Fishkin has been given the rather ostentatious title of “WIzard of Moz”. He’s the founder and former CEO of SEO software startup Moz, host of Whiteboard Friday and co-founder of Inbound.org. He – along with his wife Geraldine – is small investors in Backstage Capital and TechStars Seattle. Moz has grown to be one of the most popular SaaS startups that provides its users with a host of SEO tools, such as Moz Keyword Explorer, On Site Explorer, etc. What makes Rand’s sessions a must-attend for every marketing and sales professional is that they would get to know about the latest tools and trends of SEO as well.

#3 Bozoma Saint John (Chief Brand Officer, Uber)

Bozoma Saint John is the Chief Brand Officer at Uber, where her job is to make sure that people love Uber’s brand as much they like Uber’s service. During her illustrious career span, she has earned a formidable reputation as a trailblazing marketing and advertising executive. Most recently, she was the Head of Global Consumer Marketing for Apple Music and iTunes. In this role, she spearheaded campaigns geared towards growing consumer brand recognition, loyalty and equity around the world. She was very successful at the Apple’s keynote World Wide Developers Conference, where she introduced the new interface for Apple Music. Before Apple, she headed the Music and Entertainment Marketing Group at Pepsi-Cola North America, where she drove breakthrough consumer engagement plans for brands across the soda giant’s beverages portfolio by engaging tastemakers - consumers. Before working with Pepsi, she served as the VP of marketing for Ashley Stewart (a women’s fashion brand) as well as managed accounts at advertising agencies Arnold Worldwide and Spike Lee’s SpikeDDB. Inbound marketers can learn a lot from her about the importance of branding, and tips and tricks on how to build their brand’s image to gain quick recognition among their customers and earn their trust.

#4 Christopher O'Donnell (VP of Product, HubSpot)

Christopher O'Donnell is the VP of Product at HubSpot, where he drives product management, design, and user experience for HubSpot’s suite of products. Previously, he has led the product team building for the HubSpot CRM and the HubSpot Sales Pro. Upon joining HubSpot, he led the rewrite for the HubSpot Marketing product, culminating in HubSpot contacts and the release of HubSpot 3 in 2012. He has also been a startup founder, advisor, and product/UX leader. The session of Christopher O'Donnell can be beneficial for industry professionals from all walks of life, since he can inspire and guide them on various aspects of marketing and sales and also inspire CXO’S of startups from all walks of the industry.

#5 Billie Jean King (Sports Icon and Social Justice Pioneer)

Billie Jean King is a legendary tennis player and an advocate for equality and inclusiveness in the world of sports and far beyond. Throughout her career, she has been a powerful advocate for equal opportunity and equal pay for all. She has also been named one of the “100 Most Important Americans of the 20th Century” by Life magazine and a 2009 recipient of the Presidential Medal of Freedom. She is also the founder of the Billie Jean King Leadership Initiative and has long been a pioneer for social justice. Since the tech and the business grapple with the same issues she fights for, professionals from every realm of the corporate industry should take inspiration from her to become better champions of diversity, inclusiveness and equality. These are some of the most distinguished speakers whom you can expect at INBOUND’17. Through their powerful speeches, they will not only inspire you to reach great heights with your inbound strategy but also grow as an individual.

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Lessons Which Every Marketer Can Learn From John Cena

By Anushree Bose
September 14, 2017

John Cena has gained such popularity and recognition for himself that he needs no introduction. Having carved a space for himself in the world of professional wrestling throughout his career, his other feats include being a successful actor, host and entrepreneur. Having gained massive success as a WWE superstar and an actor, Cena leveraged his position to be a marketing powerhouse and a cultural icon. Cena has used his privilege and fame for good causes and has actively participated for socially relevant causes that are close to his heart. Here are some of the major initiatives taken up by him :

He is Make-A-Wish's most requested wish granter, and the only celebrity to grant 500 wishes.
He has also partnered with Susan G. Komen and raised more than $1.6 million for breast cancer research and awareness.
He is a vehement supporter of the U.S. military and was recently recognized by the USA Metro as the recipient of their 2016 Legacy of Achievement Award.
He also starred in Ad Council’s Love Has No Labels campaign “We Are America” to further the message of acceptance and love for all communities in America.

With his athleticism, charismatic personality, strong work ethic, compassion for social causes and a genuine personality, Cena sets the perfect example for modern day marketers and is perhaps one of the most awaited speakers at INBOUND’17.

Schedule a time to meet with #ARM Worldwide at INBOUND 2017

Here are some awesome reasons that make Cena the ultimate marketing powerhouse, which can reveal some insightful lessons for the marketers:

#1. Invest in Building a Strong Image For Your Brand

Over the years, Cena has emerged as the face of the WWE and has won their championship six times. This catapulted his popularity to unimaginable heights among the masses, and he quickly became the youth and cultural icon he is today. He further pushed his efforts to build a strong brand image by being a part of many notable campaigns and initiatives. He is the part of Crocs’ “Come As You Are” campaign that celebrates the uniqueness of individuals of all ages. He is the voice of “Ernie the Elephant” for Wonderful Pistachios’ biggest advertisement ever, and last year he became the ambassador for Cricket Wireless. His video, “The Unexpected John Cena Prank”, garnered more than 17 million views. These are just some of his ventures in his brand building exercise that has remained immensely popular and have instantly resonated with the audience. Marketers can take a lot of valuable lessons from Cena to invest in a robust brand building strategy. In today’s online age, where there is already a lot of tussle between brands, marketers execute every creative stunt possible to gain maximum recognition among the masses. In such a situation, it is very important for businesses to invest in a proper branding strategy to gain an instant recall value for their brands in a short period of time, and also build a relationship of trust and affinity with their customers.

#2. Strategic Use of Social Media to Optimize Content Distribution

Apart from his commitment to social causes, Cena is also a social media powerhouse. He has about 44 million fans on Facebook, making him one of the most active athletes from the U.S. on Facebook. His participation in other social media platforms is also just as impressive, with 9.5 followers on Twitter and 6.8 followers on Instagram. That makes him one of the most followed athletes in these channels. In today’s mobile and content-driven age, almost every business has cashed in on unmatched and result-driven benefits that they receive by having a robust social media presence. Cena strategically uses various social media channels and different content formats such as videos, posts and images to regularly keep his audience updated about his matches, social cause initiatives, or even his life and opinions. Inbound marketers can also leverage their social media strategy to build a strong personality for their brand, and tap into the power of content to keep their audience engaged and build a lasting relationship with them.

#3. Experimenting and Innovating With Your Work Enables Growth

Apart from wrestling, Cena has also devoted his time for many things such as supporting social causes that are close to his heart, making a mark at films by acting in many movies, hosting many shows, experimenting with rapping and much more such eventful activities. Engaging in these diverse activities has only propelled his stardom, and earned him more fans from diverse walks of life. Marketers can learn a valuable lesson here, and should not hesitate to experiment with their product offers, website design, or any other variable which would lead their business to increase their satisfaction and bring more leads. Innovation is the key to keep growing in any aspect of life, and this holds true for businesses as well. A periodical audit of all the key performance indicators (KPI’s) of your organization is critical to gauge its overall health and improve the variables which are not performing optimally. Conducting experiments such as A/B test with either one variable, or multiple variables, can be incredibly useful to gauge the taste of your audience and what works best for them.

#4. Master the Art of Storytelling

Identifying and building a character for your public image and role-playing it by weaving a story around it to keep your audience engaged is no mean feat, and it has been mastered by Cena. Be it penning his trademark rap “You Can’t See Me”, which has become synonymous with his name, his quotes – the most popular being “Hustle, Loyalty, Respect” – or his different personas as a wrestler in WWE, such as a white rapper known as the “Doctor of Thugonomics”, he has always managed to command attention from his audience by trying to tell his stories through these efforts. This has revealed the different shades of the personality of this wrestler to his audience and enabled him to gain a status of being more than just a star wrestler. In fact, this is the major secret to his success and the reason why he still continues to remain in the mind of the masses even today, more than any other WWE champion. Like Cena, inbound marketers should realise the importance of the art of storytelling, and hone it to keep their audience engaged and keep coming back for more by having something new to offer each time. The best part of storytelling lies in its versatility, and marketers have the creative freedom to package their content in a manner which can bring the maximum qualified traffic to their websites, or their various other owned channels. Indeed, Cena is a great inspiration no matter how you look at it. He is a bonafide youth and cultural icon for the masses, and it is praiseworthy how he has been able to maintain it even today. These are some of the key takeaways which inbound marketers can imbibe from the life of Cena, and implement them to make the most out of their inbound strategy and take their business to greater heights.

Meet up with us at Inbound

Our team will be at Inbound and we would love to meet up with you to talk about getting results for your brand or for the brands your agency works with. Schedule a time to meet with #ARM Worldwide at INBOUND 2017 so that we can arrange a time to meet up. We’re looking forward to an inspiring week and spending time with like-minded people, see you there!

Schedule a time to meet with #ARM Worldwide at INBOUND 2017

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Why is Inbound Marketing important for Marketing Management Organizations?

By Team #ARM Worldwide
September 13, 2017

So, are you one of those many people who think Inbound Marketing is yet another buzzword created to confound marketers? Or, do you think it is the latest trend in marketing strategy? Well, it is much more than that. Inbound marketing is an approach that aids in driving growth and generating leads in a measurable manner. It is convenient, scalable and easy to implement. Organizations that have followed or are following inbound marketing strategies have proven to be at least 4 times more effective in reaching their sales targets and driving revenues.

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What happens in Inbound Marketing

The complete antithesis of Outbound Marketing – the older style where information was doled out to the masses through a TV or a newspaper ad among other mediums – Inbound Marketing focuses on attracting traffic, converting them into leads and then taking these leads ahead and turning them into opportunities and new sales. Sounds quite easy and linear, isn’t it? But it is the sum of many small parts that need to be looked into and catered to at various stages of development. Along with ongoing strategy, inbound marketing includes constant research, creation of content, updating it regularly, promoting it as well as focusing on different facets such as email marketing, ad campaigns, social media and much more. You need to keep in mind that your prospective buyers are doing their own bit of research. And if they do not find you out there, the chances of doing business with you becomes rather slim. Here are some pointers that will help you up the ante.

#1. Make your website a pivotal point

An engaging and interactive website is the beginning of a long-lasting relationship with your customer. It is also an important cornerstone for a successful content marketing program. Simply put, your website should focus on the customer and not your organization. The mantra is to keep it simple, smart and educative. Emphasize keyword phrases and properly define your goals. If you decide to cram your site with more than all this, then you will alienate your customers who might not revisit your site. So, simplify their lives as well as your own by helping them find information they can use.

#2. Make blogging a habit

While some trade pundits might label blogging as an outdated practice, it is still the most effective way to accomplish a considerable feat such as getting traffic to your site. In order to do so, keep a calendar handy and publish content regularly. To get more results, blog every week if not more. Be unique, provide your honest opinion (even if it is controversial), ask, tell, explain and do a whole lot more with all the words you have in mind. Blog articles are here to stay and are timeless marketing assets. So keep on writing.

#3. Go for survey reports

Establish thought leadership and get noticed within the industry by creating surveys. You can include links and blogs in your surveys as well. By publishing your survey results on external websites, you can also be more visible and gain an enviable status.

#4. Lead conversion offers in the blog articles

It isn’t called ‘call to action’ for nothing. Use CTAs to drive interested buyers to dive deeper into the content. There are chances that people who have read your blog and like it might want to know more. Give them this opportunity in the form of an ebook or something similar, so that they come back for more andor go on to the landing pages to know a bit more about you.

#5. A wise mix of media should be used for content marketing

Go ahead and use slideshare presentations, videos, infographics and webinars along with your blogs and other written content. Visual media leaves an impact and can be quite effective to help you break all the clutter that’s floating around. Use affordable video production software and create videos that your audience will like and appreciate.

#6. Social media will be of great use for the promotion of your content

Your blog content as well as other content can be promoted properly if you use your social media channels effectively. Don’t go overboard and try to sell yourself hard, but create content that will be informative as well as useful for the users out there. You could also mix in content from others along with your own in your posts. Ask friends, well-wishers, vendors and customers along with some others to spread the word and help you share your content.

#7. Talk about your customers in your content

First of all, ask your customers if they are fine with being included in your content. If yes, then use their stories and case studies, talk about how you’ve worked together beautifully by solving issues together and produced a positive outcome at the end of it all. Case studies such as these are good to educate your audience. And more often than not, your customers will be happy to be portrayed in a positive light. Publishing customer interviews is also a great idea.

#8. Heighten your content marketing results with the right inbound marketing software usage

Software such as HubSpot or something else lets you figure out what is working and what’s not. Know how well your landing pages are doing and measure your website traffic accordingly. Software can help you optimize your results and let you know how to garner the most favorable business results for your organisation.

#9. Watch your competitors

Do a thorough competitive analysis. This can be accomplished by getting someone to help you with an outsider’s point of view of the industry. Try and stay a little ahead of other companies and make a mark while doing so with the knowledge acquired.

#10. Communicate with your sales team

By working in tandem with the sales team, more leads can be generated as well as closed. Knowing how the sales function works and collaborating with them can help the business grow. Once a few metrics are in place, marketing and sales can work together in harmony and lead to success.

#11. Know your numbers well

This is not a choice; not knowing your numbers isn’t an option you can avail, irrespective of whether you’re comfortable with them or not. The right software and people can help you know these numbers like the back of your hand. HubSpot can help with the analytics and aid just about anyone, even those with no numbers at all.

#12. Pay Per Click and Advertising

Let the so-called ‘wise ones’ say what they want, but online advertising is a great way to get prospects to – at the very least – visit your website and/or the landing page. It is not only measurable but also scalable, and can be repeated extensively. But, attention needs to be paid to optimize ads and messaging correctly if we wish to attract the right leads.

#13. Whitepapers

This particular element showcases your prowess, and also entails the value you could add to the user. They even aid in building trust, helping with lead generations and also demonstrate the value a consulting company can bring to a client. Acting as an important source of information, prospects could even use these whitepapers to estimate the value of your organization. So, what’s the conclusion? We think inbound marketing is truly an effective way to drive growth. Costing less than traditional means, it helps with lead generation in an effective manner. Over time, it lends itself to generating traffic to your website and/or social media pages. If the process is thought out well and designed in the right manner, this traffic will automatically get converted to more leads. By drawing prospects into the sales funnel, it helps them take informed decisions and gradually moves them into the purchase phase.

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