Hubspot’s Marketing Predictions for 2013

Hubspot has once again outdone itself and has put together a list of 20 marketing trends and overall predictions for 2013.  I won’t go over all of them but I do urge you to download the white paper.  Here are my 5 favorite predictions and tips:

1. Campaigns Fade Out…: “The notion of campaigns have been around since the golden age of advertising. Campaigns are a defined series of activities, tactics and channels that often revolve around a common theme. And yes, campaigns have been good to us. But here’s the problem; their structure is often times rigid and can’t keep up with changing customer behaviors and rapidly changing technology. Campaigns are generally short-lived and not triggered based upon real-time actions or data, which can put the marketer at a disadvantage.”

2. Marketing Becomes More Accountable for Revenue Generation: “A recent Fournaise Marketing Group study found that 73% of executives don’t believe that marketing drives demand and revenue. Ouch.  In 2013, that will start to change. Marketing will play a more critical role in contributing to revenue generation. Marketing activities will not only be measured on traffic and lead generation, but will further optimize processes that directly impact sales growth. And to do that, key performance indicators (KPIs) under the marketing department will change.”

3. Be Mobile or Fall Behind: “In 2013, marketers will finally list mobile as a major line item on their marketing strategy. Not only will there be continued investment in mobile optimized websites and email, but we’ll see mobile take a more important role when integrating with marketing campaigns. By the end of the year, mobile will become a more strategic and must-have channel for many businesses.”

4. Social and Content Impact SEO Even More: “Over the years, good search engine optimization (SEO) was all about knowing the tricks of the trade. The SEO of  tomorrow will be less about having the right H1 tag or the right keywords on the page and more about creating really good, original content that is socially consumed and shared.”

5. Inbound, Not Automation, Becomes Priority: “Just a few, short years ago, marketing automation was the ‘must-have’ on every marketers wish list. Unfortunately, the ‘set-it and forget-it’ mentality of automation, while nice sounding, resulted in an unhealthy process of churning a database of email through a set “nurturing” process until they were spammed to death. The promise of marketing automation starts to fail because it is not supported by a solid inbound marketing foundation. Essentially, not enough leads enter the funnel to keep the automated machine running…In 2013, CMOs and senior executives will allocate more resources to creating a strong inbound engine – generating interest, traffic, leads, and conversions – to support the demand generation engine.”

BONUS PREDICTIONS: Content Curation & the Importance of Context

“Content is king, whether you like it or not. Creating more and more content will be among the top priorities for marketing teams in 2013. In addition to the increase in allocating budget to content creation, we’ll find increasingly more curation services and “content marketplaces” that will help marketers deliver more in a content-heavy world.”

“To do marketing better in 2013, marketers will need to go beyond simply creating content to creating a personalized experience for their target customer that’s seamless across multiple interactions. These experiences will leverage context to make a company’s marketing jive with the searcher’s proclivities – the things you’ve learned about your leads over months and years of talking with them. The things they do, the things they say, the sites they like, the products they purchase, their happiness level with your company – all to have deeper and more meaningful relationships and better results.”

Thank you Hubspot for driving home the importance of Inbound Marketing!

What did you do today?  Did you read Hubspot’s white paper?

P.S. This post got mentioned in Hubspot’s list of mentions.


No Paper Resumes Please. The new social norm?

A friend forwarded me and a number of her girlfriends an interesting job opportunity in New Hampshire.  Now, I’m not looking for a job but I couldn’t resist writing this blog post about it.  As the company website for Enterasys states, they were named as one of the best places to work as well as one of the top ten coolest companies to work for. 

Jump on this opportunity my pretties, but remember, they will not accept a paper resume, all applications must come in via Twitter!

Here are some guidelines to follow:

1. Recruitment for this job is between February 18th and March 18th.

2. All interested candidates should apply via Twitter to @ValaAfshar and use the hashtag #socialCV.  You can also DM and provide your LinkedIn url.

3. A minimum klout score above 60 is required.

4. A minimum Kred influence score of 725 and outreach of 8 or more is also required.

5. Applicants must have more than 1,000 active Twitter followers.

6. Enterasys will use Google and/or other available public profiles to search for publicly available data.

7. Marketing experience must be demonstrated via web content – i.e. blogs, community involvement, news articles and other searchable publications.

8. IT and enterprise technology background preferred but not required.

9. This is a Boston based position, working out of our headquarters location in Salem, NH.

10. The salary range for this position is $70,000 to $100,000+ depending on the skills and experience of the candidate.

So I ask you, is this going to become the new norm for Social Media job postings?

What did you do today?

Read more about the job and then go to Enterasys’ careers page to find out even more.  Hiring a Social Marketer – Enterasys

February 14th

Happy Valentine’s Day readers!

Valentine Day

Management & Leadership

I am a new manager, I admit it.  Now, I think we can all say, “I have managed before.”  “I have managed teams through a project.” “I have managed a project.”  The list goes on.

But, managing direct reports is something entirely different.  You are now in charge of not only getting your work done, but also ensuring that the people reporting to you are happy, well-rounded, want to come to work everyday, oh and of course get their work done as well.

I found it particularly interesting when a potential candidate we were interviewing asked me what kind of manager I am.  I had to admit what I admitted to you in the beginning.  I am new at this game.  However, I am striving to be a good manager.  I want people to be able to rely on me, be honest with me, but also respect and back me up me when I push them in a certain direction that may have a tight deadline.  As I have done with everything, I’m not sitting back and hoping I get it right.  Luckily, my company provides all kinds of great leadership and mentoring opportunities.  I am particularly interested in those that ask for anonymous feedback from my peers and direct reports as I don’t want to go in to the “Dark Side of Leadership.”

So now I ask you, what courses or measures are you taking to continue to strive to be the best at not only what you do, but also at how you lead while doing it?

What did you do today?

P.S. Recently it was this blog’s THREE year anniversary!  I can’t even believe it.  Thank you all for reading and thank you to those who comment and leave their own advice and thoughts behind.  You’ve certainly allowed me to grow and I hope I have helped some of you along the way too.

P.P.S.  Here are some great resources for management training:
AMA – American Management Training
Business Management Courses by Learning Tree
National Seminars for First Time Managers–>I will be blogging about this one toward the end of this month!
Talent Management & Leadership Development group on LinkedIn
Manager Tools – Podcast
Manager Tools – LinkedIn Group

Are Skills the Best Thing to Focus on with Potential Candidates?

I am going to piggy back on last week’s posting by talking more about Lou Adler’s webinar on the Most Important Question to Ask During an Interview.  If you haven’t read the article on LinkedIn, you should.

In his webinar he elaborated on his article but also focused on the entire interview process, from creating a job description to hiring a new candidate.  He explained that most of the time, hiring managers and recruiters focus on the wrong things when looking at potential candidates, they first of all don’t fully understand what the functions of the job are and hence focus on what is it that the candidate has in terms of their strengths and skills rather than what can they do overall. 

Job descriptions are more often than not written in a manner that explains exactly the skills that are needed, rather than what the job entails.  This is why more often than not, not only do hiring managers disregard potentially great candidates but great candidates disregard the job because they see that 10 years of experience is needed and they might only have 5.  But perhaps that candidate has done more in those 5 years than someone else in 10.

Essentially, the primary focus should be the candidate’s performance profile, rather than how they fit into the job description with specific skills, academics, competencies, etc.  Now, this can’t always work as there are certain things you need to have done in your career to get certain jobs. You can’t just graduate and expect to be a manager.  So take this with a grain of salt and apply the concepts in the best way that they work for you. 

But keep in mind, ability and motivation to do the work are the keys to the hiring process!  Thank you to Lou Adler for a fantastic webinar and don’t forget to buy his book!

What did you do today?

P.S. Check out Lou’s website for recruiters!

P.P.S. Are you looking for a new show to watch?  Tune in to The Job on CBS on Friday’s at 9pm eastern time.