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How to Massively Improve Non-Paid Visitation, with Kipp Bodnar (HubSpot), Vidya Peters (Marqeta) & Jillian Ryan
The SaaS Revolution Show
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You may dominate the keywords for a your category. You may have great content for it with people simply don't care where the middle of a pandemic and the kinds of issues that are top-of-mind for people may have nothing to do with the software you're selling. And so, the real Challenge from Rikers today is, how will you be relevant? What is the intersection between what people care about? And what you have? Respectfully, a point of view that you cannot tell you how are you relevant? But in a 10 x more valuable way than anybody else can be together is when you are really successful.
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Hello. I'm Jillian. And I'm happy to be here and join but this All Star Tech. Got the Amo panel with Kip and Vidya. Thank you so much both of you for joining me today or this conversation. Good to have you here. Yeah, so I know it is a tight ship and I'm going to do my best to on Earth as many insides as possible from both of you during the next 20 minutes cuz we talked about cost effective ways to engage an audience. I think it's just an interesting piece of data before we start, just because that's where I, I live in the research World, paid media is only getting more expensive. And we did see those initial dips that the start of the pandemic, but those dips have a long gone away. And we're, and we're seeing increases and there is some recent BPI media management research that actually found that this year and prices will increase in average of 3%, worldwide. And that leaves marketers in a tough spot. And, you know, our last these are just talked about
Need to drive Revenue while cutting costs and doing that is his challenging. When you're also up again, paid media increasing. So that's why we're here and talked today about organic effort and what marketers can do to drive engagement and in doing that, in the way that perhaps doesn't break the bank, not in, not an easy feat. I actually want to start off with you because Megan who just broke. I actually talked about the hotspot model and the digital watering hole. And I thought that was a good night and a good transition to add a high-level kick us off with how HubSpot really thinks about organizes and Designs. It's non-paid marketing strategy. And, and to what, end my budget. I agree with you 10% of our marketing. Mix of our marketing is coming through organic
First principle that we always start with, which is we don't make or tell any story without understanding how is going to be distributed in the world. First like distribution leads to any creation, any storytelling that we want to do. And then when you look at organic storytelling and storytelling to bring people in, we think about moving our business to being having the best in-house media company for the front office world, right? We are out there selling a CRM, platform the market or seller's in customer service professionals we want we want to tell that story and suppress it is historically been a lot about education and its education Discovery through search through our block. So we'll have tens of millions of people read our blogs every month and the big way that you do that is through the right process too many businesses. I talk to you have a Blog editor who comes up with some ideas and write those articles and they don't get much search.
Traffic. What you have to do is have an SEO analyst with it as a freelance contract, full-time person, whatever your resources allow, look at the topics in your Market that are out there. How much search traffic coming out from prioritize, those and then turn that over to a creative writer, who can create the best, educational story around those topics, and it's the magic of that analysis and that storytelling that really works in that works. Whether you're talkin about blog, YouTube, channel, and Academy. Just like Megan just talked about in the previous session. That is kind of the foundational layer, how we approach, everything that's great video. What what what do you have to add on top of that? As you think about how Marquetta approaches this
First, I just want to start with a comment on Page search, is it? This has been an unprecedented Year, and no one has been able to spend their budgets related to advance. No one's been able to spend their budget relate to out-of-home advertising as the watermark marketers doing. They're taking those dollars and putting them in paid. And that's why you're seeing the rising cost of a Pacer. But the other aspect to see the results of the market, I mean, thing me up, a tiny portion of odd dollars, but we're all a little bit Hostage to Google and and that's what rules of finding is just a flood of dollars and a very limited channels and what you can do with tape sir. And so what that really a horse's was all to do as marketers is to up our game on organic and a nerd search and to add to what Kip said.
I think with the last year that specially taught us is it content is important and Nobody Does it Better Than HubSpot. I just love the way you have slept pioneered this and it was almost the first to Market, 10 years ago to talk about the whole idea of bringing content as a way of marketing, and it was the last year's told us, if that's not enough because you may dominate the keywords. For at your category, you may have great content for it, but people simply don't care where the middle of a pandemic and the kinds of issues that are top-of-mind for people may have nothing to do with this off for yourself. And so the real Challenge from records today is, how will you be relevant? What is the intersection between what people care about? And what you have? Respectfully, a point of view that you cannot value on and I think that is where we all have to take our game up to is what is the way that you can be most relevant in the conversations today? Because I think there's a lot of different ways.
To be relevant. There's relevance to pain point and there's also relevant to, you do be specific account. If you're doing any BM strategy, there's relevant across the life cycle through. What are some ways that both HubSpot and Marketa? Think about that relevant to make sure that the content is, is educating the audience but also providing solution in a way that doesn't cross that line into over pushy sales example. Where are people? You seen the biggest search in on demand delivery. Given the pandemic, what are people doing with contactless payments? As a way to stay safe? Why is buy now pay later exploding is the space of Givens with a financial flexibility is offering to people. Those are some of the topics that were top of mine for people eyes. Digital banking right now, especially since all of the branches are closed and you can't go in.
And have tell her service and so we shifted our content strategy to be relevant to what we believe was the intersection between what people cared about and what Marketa could actually have a commendable respectful. Why do you want to put in a 10 x more valuable way than anybody else? Could be right things together as when you are really successful and started what we heard from marketers like everybody's on this called and sellers would like we just don't know what good looks like. There's no predictable. There's no bottle for how the world is behaving right now. And we said, well, we actually have a lot of data, we have chatting gauge mints, we have email open the sales engagement, feel close to put out a weekly student weekly report on how that data is trending and changing by those Key activities by industry. And it's like we were that enabled us to be exception relevant, hosted a weekly event or we can spy cam. Let's change, whatever. Allow us to build trust. And also,
Data just wasn't out there. You can't get that. Through survey data. You basically had to have a platform like ours at have a hundred thousand customers to have a big enough sample. Like we do to be actually be able to share that net. I think one example where we try to put it quickly into that relevant, but still do it in a way that was differentiated and really valuable to the audience to do this. Well, you can't add noise to the marketplace. Like you have to be adding something that that has value and end this notion of trust who I think is so important. If we're talking about you know, increasing non-paid. Visitation people aren't going to come back. If the content that they've encountered or what they what you put out, you know, is it needing that Mark? I think about relevance a lot and I think as you build relevance and Trust over time, that's when you get to community, that's when you get to that long term, Deke and Gage meant. And I wanted to talk a little bit about how you both of your companies have relief.
Worcester Community with your audience over time and how you gotten to that threshold, where you have that kind of long-term relationship with an audion. I think the key here has been a combination of synchronous and asynchronous communication, and really leaning into asynchronous. And the reason is there so much fatigued with online interaction. I know we're all in Zoom meetings, in back-to-back the entire day. Do you have to be very thoughtful on adding more even if it's for the purpose of creating community. So we lost our first customer newsletter this past year were building out our developer Community for ensuring that, we're creating more connection between our customers with other customers. Because that's who can be a resources to each other, much more than us. And we bring in some of our customers for more orderly discussion so that they can connect and talk about some of the issues that they're sitting in the market and being resources to each other more helpful to each other. So, I think is the real mix between
Synchronous and asynchronous communication to create a community Advisory Board, and we do a staff meeting every month and we hear from customers on a given topic and that's where you hear things like, oh man, because Lott Academy is changed. However, I'm bored. I'm bored my team or things like those are the signals. You need to invest and build in your community, better one to your brand and your tone two sets of how you interact with your community house was always been an inclusive welcoming educational brand and allowed people to interact with this weather be on Twitter or weather be in our own Community. Weather be in our Academy in a really different and Safeway and I think building on I think everything is good just said is correct I would add in those couple things is when you obsess about your customers and they could be the voice of the community in Naples.
The solve the problems of the community-at-large, even the folks who aren't customers on and on boarding and the training of customers. And that's a big way to, this isn't just about met new acquisition. It's about keeping the existing audience engaged. Speaking to each other, make sure that they're getting the right information that actually leads me, you know, Vidya mention launching a newsletter. And I know that HubSpot recently did Acquire, The Hustle daily newsletter that are that are paid for are skyrocketing. The Year, tell me a little bit about that acquisition in the strategy and also how it connects with everything else that were talking about. Never been a better time to be. That's not something what that means. For Brands. I think it's very different and very important, right? And I look at it, as we brands, are up Brands job is to partner acquire.
Or hire the best creators in your market and we were huge fans of the work that the salmon, the team at the hustle was doing. And so we decided to bring them into the fold and help them take our media operation, the next level. So we had we had YouTube, we had podcast kind of but now it's like we're able to watch Apple podcast Network or able to have an amazing day. I just let her that's read by millions of people every day and that was a big step up for us. I believe every SAS company, especially, will have will work to be the best media company in their industry. Because the media business model is so, for, in the SAS does, the small was so strong. But staff needs a distribution that media provide. So I think this deal for example, that we do at the hospital will just be one of many. Lucy over the next couple of years. Yeah, you know, I think sometimes when I talk to marketers there at, they have too much expertise and and they make it sound easy.
And an obviously, this this is not something easy. And we're also talking about doing this in a cost-effective way without an over-reliance on paid media, but building an immediate business. As a brand is also expect it expensive to get that flywheel running and that's why we live what will continue to attract audiences over time? So I guess I'd love to hear from you both with what some of the biggest challenges have been in terms of setting up your ecosystem and your strategy to get that engine running, I find that starting. The program is never challenging particularly. If you crowd Source content, the real challenge is ensuring that the quality bar is high and we're consistent and and that I think is where the real challenges is just one. That's why I will gets going. You'll see that quality bar completely which it can be completely devastating to the customers are serving, the prospects are trying to win the trust up and that's that is where the challenge lies is how do you do this upscale while? Ensuring that
Super high quality in the way we do it is by having a very pipe content, writing process. We ensure that the same people are reviewing the content that comes through no matter, whether it's an engineer for the digital team, we ensure that they all have a consistent voice into an Ender, on point, we have more cuz he really well as scale ring on this topic, time to value of the work that you're going to do, right? When you're building up, any type of owned media, there's a 3-6 12-month Runway until it's really scary. How do you start getting the value? And so, what I like to do is I think about paid media conversion, rate optimization and improvements in those two things to kind of help me bridge the gap and help me spend some money there to get some short-term results that come up while I'm building my own media operation, whatever channel that baby.
Take me to is really fast and instantaneous you put those dollars and you'll see the traffic like this. When should you start your earned media efforts or you earn traffic up her right now? She's already too late because it just it takes time to each of your points. To, to build up, time has flown and we only have a few minutes left, so I thought because this is such a robust topic and we can talk about it to Kidz Pointe all day. I want to do a little rapid fire and have each of you just first thing that comes to mind one-sentence explanation and why that's your answer. And that could be the way that we had to close this out. So busy, I'd like to start with you for each round. If that's okay, first question, what content type do? You think works best to engage your audience video?
Hands down. No reason. People's attention span is super small audio navigation for sure. I love it. I love the alignment there too. I think that's really interesting. The next question. Obviously we've been talking about some of the great stuff that both of your companies have done. If you can pick a favorite asset or a fever campaign on the has been really successful, which one would you name the D up to you? We have a normal, why people don't want to pay. Now they want to pay later very timely, very relevant, Benchmark data, that I talked about a few minutes ago, very timely, very relevant, very successful for us last year.
Awesome. Awesome. Spend some time talking about what you at Marquette and HubSpot have done, but I think we'd be remiss if we didn't mention some of the other great examples of organic efforts video. What's another company that you think just does a great job at it's non-paid.
I've always been a fan of hotspot do just because they were Pioneer in the space and I've been, I've been learning from the school top spot for years, and I'm not saying that, just because kids is here. I love the book, The Canada. What, what Melanie met team have done in building out? The simplest and localized language strategy for their go to market, isn't it? Yeah, I agree. All right, we have one final question that that I'd like to to hone in on before I pass it back. You know, I think emerging Trends are really important to pay attention to for marketers to know what they need to do. Next, what they need to be thinking about next soon as you think about, you know, emerging Trend that it could be in any aspect of the market, feel free to take it where you want. But what should text Mark? What's a tech Market or specifically those in the audience today be paying attention to
Emerging Technologies to add to marketing technology stack. I just learned about a new technology and old friend and colleague, Dan. Dorsey is the cheapest rocks are qualified to do the tale of experience when you come to the bus stop. So a little bit of an odd during this paddle and kiss up to you, I have my thesis is that we are going to see a patient and how people consume content across the web more applications more Landing spots with a blockchain and New Technology Innovation. You've seen that with this cord in clubhouse and everything that he doesn't look like. I think those are both that great points are very impressive rapid-fire. I'm also just impressed that we managed to get this done right on time so keep and video. Thank you so much. You know I feel like I learn
Something, I hope that our audience today, I'm an able to take away some of the tips that you shared to put it into their own tool kit and their own strategy. So, thank you so much for being here with me. Once again, I'm Gillian, Ryan from invite her intelligence, great to be here and Alex, back to you. Take that, there's a number of questions, in, in, in, in the open chat. But you know, you can't see it at the moment, which is 20% of budget. What are the percentages in each of the other top for a white bucket? So if you ain't going to answer that,
Search, it's only in-house resources development Agency, on events, we basically decimated that budget. So it's it's absolutely down to almost nothing. These last 12 months. If you prayed about it and for paid, it's probably in about 20% of our budget and I paid 20% events. Three to four percent organic is the vast majority of our budget in this kind of 60 to 70% range and then a long tail of a lot of other things from there.
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Insightful and timely. Heartfelt words of personal and intuitive wisdom. Matt speaks directly from his heart about life wisdom’s coming from experience and deep thought. I love it. Victoria Mcknight·4 likes·
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