Inbound Success Podcast

HubSpot and Salesforce are two of the most common platforms in the revenue stack, but while they’re often used together, they’re the subject of countless complaints by frustrated marketers who can’t get them to play nicely.

Having clean data is foundational to a successful inbound marketing strategy, which means solving the HubSpot-Salesforce challenge is of top importance.

Coastal Consulting founder Lauren Kennedy has dedicated her career to helping marketers optimize their HubSpot and Salesforce instances, both on their own, and in the way they sync data and work together. In this episode of The Inbound Success Podcast, Lauren breaks down the most common challenges she sees when it comes to the HubSpot and Salesforce integration, and outlines how she solves them.

Much of the conversation in the marketing world is focused on how to acquire new customers, but Will Laurenson’s focus is on winning the second purchase.

As the founder of Customer Who Click, Will works with e-commerce brands on increasing customer lifetime value through repeat purchases, and he does it through a lens of conversion rate optimization.

While Will’s focus is on e-commerce, the strategies he uses to drive customer loyalty and retention are just as applicable to B2B businesses.

From using customer interviews, surveys and heat mapping tools to gather insights on customer behavior and preferences, to segmenting your customer list, and creating memorable onboarding or unboxing experience, Will shares the techniques he’s used to increase customer second purchases. And he explains the the principles - usability, anxiety, and motivation - that are the foundation of his approach to CRO.

There’s lot’s of good, actionable stuff here for marketers that want to maximize customer lifetime value.

Check out the full episode to hear more.

What’s the secret behind the success of brands like Harley Davidson, Jeep, State Farm, and Salesforce?

All of them have built cult-like brands with strong followings that have reduced their customer acquisition cost, driven up their valuation, and attracted new customers, employees, and fans.

Cult Collective co-founder Chris Kneeland has literally written the book on what it means to build a cult brand, and advises some of the world’s top brands (yes, Harley is a customer) on how to do it. In this week’s episode of The Inbound Success Podcast, he shares the 8 things that cult brands do, along with advice and insights that any brand - large or small - can use to build a cult like following.

While there’s no formula for making a video go viral, there IS a tried and true process for creating a funny video that will get significantly stronger business results than your typical corporate video.

Joseph Wilkins has been helping businesses make marketing and sales videos for years, but it wasn’t until he started using his 8 step process for creating humorous videos that he saw consistently strong ROI for his clients. Today, he uses that process as the foundation for his work at funnysalesvideos.com.

On this week’s episode of The Inbound Sales Podcast, Joseph breaks down the details behind each of the 8 steps in his video creation process and shares details on everything from hiring writers and actors, to using your ads budget to test different iterations and discover the right combination of opening hook, video content, format and channel.

What do billboards, car wraps, and TVs in bars have to do with inbound marketing?

They’re all part of the category of “out-of-home” - or OOH - marketing, and an incredibly powerful tool for inbound marketers to use in generating brand awareness and driving inbound interest.

On this week’s Inbound Success Podcast, Onescreen.ai CEO Sam Mallikarjunan pulls back the curtain on OOH and shares examples of where it fits within the marketing funnel, and how marketers can use it to disrupt their industry.

Want your website to rank at the top of Google’s search engine results pages?

Start paying attention to core web vitals.

In this week’s episode of The Inbound Success Podcast, Peaks Digital Marketing CEO David Finberg breaks down what Google’s core web vitals are, why they matter, and how you can optimize your site for them.

From compressing images to using a CDN, he covers all of it, in detail, with actionable information on helpful tools and systems that make it easy to improve your core web vitals.

What’s the secret behind the success of brands like Dollar Shave Club and Casper Mattress?

Postie co-founder and CEO David Fink says its about combining a mission driven brand message with deep authenticity.

In this week’s episode of The Inbound Success Podcast, David explains why it’s so important to develop a strong brand story focused on the organization’s mission. Think Simon Sinek’s “Start With Why”. But he emphasizes that this needs to come from a place of authenticity, and digs into exactly what he means by “authentic”.

This conversation includes plenty of real world examples of brands that are doing it right.

Heinz Marketing founder Matt Heinz is well known throughout the B2B marketing world for his work helping businesses to build predictable pipelines. But he’s also gained a reputation as a community builder by virtue of his involvement in creating and growing the CMO Coffee Talk group.

In this episode of the Inbound Success Podcast, Matt talks about what it takes to win with inbound marketing at a time when it seems like every brand is creating content. From how to create content that stands out and helps build a following and a reputation, to creating communities as a long term marketing investment, Matt shares lessons from his own experience, as well as examples of other brand that are doing it right.

When it comes to organic content strategies, Brad Smith really knows his stuff.

As the founder of Codeless, he’s helped well known SaaS companies like Monday.com, Chargify, and WordStream create high quality, high performing organic content at scale.

And as the CEO of Wordable, Brad and his team are making it easier for content creators and managers to transform content drafts into published articles.

In this episode of The Inbound Success Podcast, Brad breaks down the process his team uses to create content, and digs into all the nerdy details that are important to nail as part of a truly world class organic content strategy.

This week on The Inbound Success Podcast, Threefold Chief Marketing Officer Rachel Johnson talks about running marketing for 6 brands at once - with a team of herself and just one other marketer - all while raising three children under the age of 5.

If there ever was a real life super woman, Rachel just might be her!

As CMO of private equity firm Threefold, Rachel runs an in-house agency responsible for marketing all of Threefold’s portfolio companies. Some are franchise businesses, and some are independent, and there are interesting lessons to be learned from all of them.

She does all of this while also the mom of three kids under the age of 5, two of whom have special needs.

How she does it, I’ll never know!

Check out the full episode to hear Rachel’s story, and learn how she’s getting big results for Threefold’s portfolio companies.

Resources from this episode:

• Connect with Rachel on LinkedIn

• Email Rachel at [email protected]

• Visit the Threefold website