Buyer Persona Case Study: CFO On-Call

Notes from HubSpot's Inbound Certification Video Class 3: What Does Inbound Look Like?

Buyer Persona Case Study

HubSpot’s Inbound Certification Video Class 3: “What Does Inbound Look Like?” shares how a real-world company successfully practices inbound marketing. This is a valuable class as a real-world, spot-on buyer persona case study.

This buyer persona case study proves how well-crafted buyer personas can:

  • Drive inbound marketing strategy and tactics
  • Link together content marketing and SEO choices
  • Support a company’s sales and revenue goals

Here’s what to expect from this blog post on these inbound marketing best practices (and future blog posts) as I prepare for the inbound marketing certification exam:

  • Open Sharing. I’ll publish my study notes on this blog as I review each video in the twelve (12) classes.
  • Detail. My notes will be very detailed. Many of the slides in the video classes state the learning or take-home-message perfectly. If I think that’s the best way to state the learning, I’ll record the learning in my notes verbatim from the respective slide.
  • Context. I’ll provide my context whenever it may help us better understand the inbound marketing and sales concept(s).

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4 Inbound Marketing Best Practices

Inbound Certification Video Class 2: What Are The Fundamentals of Inbound Success?

inbound marketing best practices

This post focuses on the four (4) inbound marketing best practices shared in HubSpot’s Inbound Certification Video Class 2: What Are The Fundamentals of Inbound Success?:

  • Use Buyer Personas
  • Use The Buyer’s Journey
  • Create Remarkable Content
  • Leverage Your Content Via Distribution Platforms

Here’s what to expect from this blog post on these inbound marketing best practices (and future blog posts) as I prepare for the inbound marketing certification exam:

  • Open Sharing. I’ll publish my study notes on this blog as I review each video in the twelve (12) classes.
  • Detail. My notes will be very detailed. Many of the slides in the video classes state the learning or take-home-message perfectly. If I think that’s the best way to state the learning, I’ll record the learning in my notes verbatim from the respective slide.
  • Context. I’ll provide my context whenever it  may help us better understand the inbound marketing and sales concept(s).

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Inbound Marketing Certification Journey

Notes from HubSpot Video Class 1: Why Inbound?

inbound marketing certification journey hiking
HubSpot’s Inbound Marketing Certification Course remains one of my favorite learning marketing resources. I remember the joy (and relief) after taking the test and earning the inbound marketing certification. Back then, it was a scrappy, privately held startup taking on the marketing world. Now, Hubspot’s a thriving public company.

The marketing world changes constantly. To HubSpot’s credit, its HubSpot Academy continuously updates its inbound marketing certification course (and other courses open to the public).

It’s time to refresh my certification. Over the course of the next several weeks, here’s what to expect from the next several blog posts as I prepare for the certification exam:

  • Open Sharing. I’ll publish my study notes on this blog as I review each video in the twelve (12) classes.
  • Detail. My notes will be very detailed. Many of the slides in the video classes state the learning or take-home-message perfectly. If I think that’s the best way to state the learning, I’ll record the learning in my notes verbatim from the respective slide.
  • Context. I’ll provide my context whenever it  may help us better understand the inbound marketing and sales concept(s).

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LinkedIn Mobile App Update: Personalized Invitations Are Here

Personalized invitations in LinkedIn Mobile App went live December 17, 2015

LinkedIn Mobile App Prompt Personalize Invitation

Photo Credit: by Tony Faustino

 

Personalized invitations in LinkedIn’s Mobile App became available on iOS and Android smartphones on December 17, 2015. Yay!

A hat tip and Thank You to Stuart Rosenthal for tweeting me and Imrich Tatiersky when this important LinkedIn Mobile App feature went live!

Tweet Stuart Rosenthal Personalizing LinkedIn Invitations

Tweet From Stuart Rosenthal on LinkedIn’s Mobile App

 

Here are step-by-step instructions for iOS / iPhones when personalizing our LinkedIn Invitations with the latest version of LinkedIn’s Mobile App.

 

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Don’t Invite Reid Hoffman To Connect With LinkedIn’s Mobile App

Latest LinkedIn Mobile App Release Doesn't Allow For Customized Invitations. Yet.

Reid Hoffman LinkedIn App Profile Pic

Photo Credit: Tony Faustino

 

IMPORTANT UPDATE (01/08/16): LinkedIn’s mobile app made personalized invitations available in mid-December 2016.

LinkedIn’s mobile app is much improved.  But, we can’t personalize LinkedIn Invitations in the latest release. Yet.

Didn’t my last post describe step-by-step instructions on personalizing our LinkedIn Connection Requests with LinkedIn’s Mobile App? Yes.

Those instructions are no longer valid. Here’s what I learned from a failed experiment.

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LinkedIn Mobile App Hack: 5 Easy Steps To Personal Connection Requests

How to customize LinkedIn Invitations with LinkedIn's Mobile App

LinkedIn Mobile App CUSTOMIZE INVITE prompt

Photo Credit: by Tony Faustino

 

Around six (6) weeks ago, I published this post criticizing LinkedIn for not updating its Project Voyager Mobile App so LinkedIn members can customize or personalize their LinkedIn Connection Requests / LinkedIn Invitations.

I Made A Mistake. We can customize or personalize our LinkedIn Connection Requests / LinkedIn Invitations from our mobile phones.

Here are step-by-step instructions and screenshots for personalizing our LinkedIn Invitations from LinkedIn’s Mobile App.

 

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Unemployed Attorneys Should Build Online Platforms Not Sue Their Law Schools

Content marketing strategy and tactics for lawyers and law school graduates seeking jobs

Lawyer Shingle

Photo Credit: by Wesley Fryer via flickr

 

Sara Randazzo, a Wall Street Journal reporter, published this article, Jobless Graduates Who Sued Law Schools Find Little Success in Court.

She shares how Law School Class of 2011 and 2012 J.D.’s from New York Law School, Florida Coastal School of Law, Hofstra Law, Cooley Law School, IIT Chicago-Kent College of Law, DePaul University College of Law, Widener University School of Law, Thomas Jefferson School of Law, and others filed class action lawsuits against their their alma maters for consumer fraud.

These unhappy graduates claimed their law schools mislead them about their post-graduation employment prospects (direct article quotes):

Disgruntled law-school graduates who filed suits accusing their alma maters of deceiving them about their chances of landing a well-paying job haven’t had much success in court.

More than a dozen class actions were filed in 2011 and 2012, but courts across the country have knocked out the lawsuits one by one, including a recent dismissal in Florida. Only a few remain.

 

I sense this frustration because the jobless recovery is realStatistical analysis and employment research proves white collar jobs for undergraduates and graduate program students started disappearing in 2002.

There’s Good News. I see opportunity for these unemployed attorneys. I see solo entrepreneurs with legal expertise to offer clients. Here are three (3) online platform ideas so unemployed lawyers as well as practicing ones can land their own clients and market themselves.

 

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40,000 Reasons LinkedIn Is Now A B2B Company

Is the company shifting its priorities from individual members to enterprises?

LinkedIn Flag

Photo Credit: by Antigo Coletivo Mambembe via flickr

 

I think I pissed off The Wall Street Journal Technology Team. Last night, I unsuccessfully published a comment to Deepa Seetharaman‘s great article, LinkedIn Gets Boost From Mobile, Overseas Users.

Google Chrome issues continue rearing its ugly head whenever I comment on blog posts or articles in The WSJ, LinkedIn, or Medium. Great. Now, I’m blacklisted as a spammer for multiple publishing attempts.

Here’s the comment I intended to post at The Wall Street Journal. The following quote contains modifications because I’m exceeding the 1000 character limit in WSJ’s commenting system:

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Mark Zuckerberg and Facebook Gun For Twitter’s and Google’s Hearts and Souls

Latest strategic choice: Personalize competitors' strengths into Facebook's closed ecosystem

Mark Zuckerberg Facebook Conference Pic

Photo Credit: TechCrunch via flickr

The Wall Street Journal’s Deepa Seetharaman published this great article: Facebook Takes Aim at Search Again. Take time to read Deepa’s article because she delivers important insight on Mark Zuckerberg’s unrelenting competitiveness and strategic genius.

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For Our Children: Humans Are Underrated By Geoff Colvin

My book review of Humans Are Underrated: What High Achievers Know That Brilliant Machines Never Will

Geoff Colvin Humans Are UnderratedHumans Are Underrated: What High Achievers Know That Brilliant Machines Never Will by Geoff Colvin is an inspiring book about how and what we can individually do to prepare ourselves and our children for the 21st century workplace revolution happening before our eyes.

White Collar Middle Management Ranks Will Continue Disappearing At An Accelerated Rate. Geoff’s detailed, fact-based research is sobering. Continuous advances in software design, machine learning, and artificial intelligence results in the need for fewer, white collar workers.

Remember, white collar workforces? MBA-types, MD-types, JD-types, aka the left-brain masters of the universe?

Cognitive, analytical work is on an accelerated chopping block. Increasing automation and computing power means replacing humans isn’t isolated to blue collar Americans.

A Phenomenon Extending Beyond Decades-Old Outsourcing. Why? Because machines do old-school, cognitive, and analytical work better than humans. That prowess IS EXACTLY what machines do better.

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