6 Ways to Leverage and Empower Brand Ambassadors

When leveraged properly, your customers can be the greatest marketing asset you have. Here are six tactics to recruit them as brand ambassadors.

 6 Ways to Leverage Brand Ambassadors | OpenView Labs

Many successful B2B software companies leverage customer-led events and campaigns to build and grow their brand. Two big ones that immediately come to mind are Salesforce.com and Rackspace. So why then are many startups hesitant to follow suit? One reason is that startup executive teams are typically preoccupied with the fear of asking too much of their customers and driving them away. They allow that fear to distract them from seeing the bigger picture. And that’s a big mistake.

More

photo by:

How to Do Video Marketing Like Wistia: Tips from Co-Founder Chris Savage

What does it take to be a video marketing pro? Wistia CEO Chris Savage answers the biggest questions about getting it right.

How to Do Video Marketing Like Wistia: Tips from Co-Founder Chris Savage

By now, you know the stats. Not only is video rapidly becoming the dominant form of online content (according to Cisco, video will account for 79% of all consumer internet traffic by 2018), it’s also proving itself as an extremely effective marketing tool (quick example, emails with videos receive a 2x-3x increase in click-through rates).

You know you need to start incorporating more video into your marketing, but if you’re like many B2B marketers, you’re not exactly sure where to begin (especially if you’re on a tight budget).

More

The 5 Must-Have Elements of a Modern B2B Website

Robert Mohns, Lead Strategist at iMarc, and Allison Boyajian, Marketing Coordinator at iMarc explain the most important components of successful B2B website design.

B2B Website Design: 5 Must-Have Elements | OpenView Labs

So you’re a B2B company and you’re redoing your website. What’s most important? Here are five critical elements that will ensure your website gets clicks.

More

Expert Tips on Boosting Free Trial Conversions

KISSmetrics co-founder Hiten Shah and Totango co-founder Guy Nirpaz share their tips for optimizing your free trials and converting more prospects.

Free Trial Conversion Optimization | OpenView Labs

We recently invited industry experts Hiten Shah, co-founder of analytics companies KISSmetrics and CrazyEgg, and Guy Nirpaz, CEO and co-founder of Totango, to discuss trial conversion optimization strategy and tactics with the marketing leaders from our portfolio.

More

How to Conduct CRM Data Analysis, Part 2

What’s the make-or-break secret to conducting successful CRM data analysis? Mapping out your game plan first.

 How to Conduct CRM Data Analysis, Part 2 | OpenView Labs

I hope you are still with me after that arduous step of getting your data pulled together and set up for the big analysis. You’re closer to uncovering a hidden treasure trove of customer insights, but before you dive in you still need to develop your game plan first. In fact, that’s the true secret of high-impact data analysis work — mapping out your results before you even do the work.

More

Should You Fire Your Worst Customers?

Putting the axe to incoming revenue may seem like a bad idea, but the truth is the costs of maintaining bad customers and ensuring that they are happy can grossly outweigh the benefits of keeping them around.

Customer Segmentation: Fire Your Worst Customers | OpenView Labs

Is firing your worst customers actually a good idea? In many instances, the answer is an unequivocal yes. Yes, turning away revenue can hurt, but the truth of the matter is there are always costs associated with onboarding and servicing customers, and the ones who are unhappy or who aren’t a good fit in the first place can quickly become more trouble than they’re worth.

More

photo by:

B2B Marketing Lessons from a B2C Startup: Q&A with Greatist Founder Derek Flanzraich

Greatist founder Derek Flanzraich talks about the content philosophy that’s helping his health and wellness media startup achieve incredible growth, and what B2B marketers can learn from B2C brands like Red Bull and GoPro.

Q&A with Greatist Founder Derek Flanzraich | OpenView Labs

When Derek Flanzraich graduated from Harvard in 2010, he wasn’t exactly sure what he wanted to be. Out of college, Flanzraich took a job with Clicker Media (which was subsequently acquired by CBS), but the self-proclaimed lifelong builder says he couldn’t resist the entrepreneurial bug. So, in 2011 Flanzraich decided to follow his passion for health and brand building by founding Greatist, an Internet media startup designed to deliver high-quality fitness, health, and happiness content.

More

The Customer Data Mother Lode: How to Conduct CRM Data Analysis

Over the next few weeks, I will be writing about the process of structuring and executing a CRM data analysis that can help expansion-stage startups uncover invaluable insights based on their history of interactions with their customers.

The Customer Data Mother Lode: How to Conduct CRM Data Analysis

As I have written in my previous introductory post, CRM data stores contain extremely rich, multi-faceted, and interconnected datasets that are invaluable sources of information on a company’s markets, customers, and sales and marketing operations. These latent treasure troves of data just need to be teased out with the appropriate analyses, but it is extremely important that these analyses be set up as correctly and as optimally as possible from the start.

More