A Founder’s #1 Job (Don’t Even Think about Leveraging Customer Data Until You Do This)

Businesses today have an incredible asset at their fingertips — customer data. But as UnboundID CEO Steve Shoaff explains below, in order to properly leverage it founders need to do one thing first. 

A Founder's #1 Job: Earning Customer Trust

Many businesses today say that customers are the center of their universe and the key to their business value. Yet, not all companies actually back those statements up by developing their IT systems in ways that put their customers’ interests first, says UnboundID founder and CEO Steve Shoaff.

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Founder’s Corner: How Hiring Changes from Employee 5 to 500

After transitioning his business from a small, tight knit unit to a large-scale business, UnboundID CEO Steve Shoaff has learned a thing or two about how that growth can impact a company’s hiring strategy.

SteveShoaff_hiring 5 to 500

When it comes to running a successful business, few decisions are more important than those first early hires.

Making sure your initial core group is aligned around the same vision, values, and goals is absolutely crucial. As you grow, however, your hiring needs and focus begin to change. While that initial emphasis on cultural fit and technical competency is still important, expansion brings with it a need to branch out and fill new roles required to develop organizational structure and processes, and to operate the growing company on a day-to-day basis.

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Segmenting Your Marketing Content: How To Determine What Will Resonate with Who

If you’re selling a B2B solution, chances are you’re dealing with a complex buying process with several levels of stakeholders involved. No one piece of content is going to appeal to everyone involved. Senior Marketing Manager Christy Weymouth explains how ExactTarget segments its marketing content to speak specifically to each of the company’s personas and their needs.

content segmentation

If real estate is all about location, location, location, then marketing is all about relevance, relevance, relevance. It doesn’t matter how shiny and new your marketing materials are, if they don’t apply directly to your target’s issues or needs, then they’re going to be ignored. Join Christy Weymouth, a Senior Marketing Manager at ExactTarget, on a walk-through with valuable insight into how she and her team segments their marketing content effectively.

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Incorporating Customer Success into Your Organization

When using a freemium model, having a customer success team plays an integral part in keeping your customers happy and improving your bottom line.

A freemium business model isn’t exactly the typical way to run your company. So naturally, it requires some unique processes and personnel to make it work. One of the most important steps you’ll need to take in order to increase user adoption and drive renewals and upsells is to establish a customer success team. Dan Rodrigues, CEO of Kareo, explains how this hybrid team is a critical component for any company that chooses freemium.

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Setting a Career Path for Lead Generation Reps

Even more so than previous generations, it’s vital to set up a clearly defined career path for millennials who come on board as lead generation reps.  

It’s no real secret that lead generation isn’t a field anyone plans to retire from. That’s why your team is almost certainly filled with recent college grads or employees in their early to mid twenties. So if you want to keep your best reps around for the long haul, you better work towards establishing a career path for your lead generation reps, says Steve Richard, co-founder of Vorsight.

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Why Caching is Key to Optimizing Software Performance

There’s little doubt that performance matters to software buyers today. In this video, AKF Partners co-founders Marty Abbott and Mike Fisher explain how companies can use caching and other tactics to drive performance improvements.

Almost all growing technology companies would love to do more to improve the performance and deliverability of their software. One of the simplest ways to do that, explains AKF Partners co-founders Marty Abbott and Mike Fisher in the video above, is to cache everywhere you can.

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Keys to Successful Lead Generation and Sales Alignment

To create one big, happy sales organization that’s striving for the same goals, it’s important to put in the time to develop alignment between your lead generation reps and sales reps.

The left hand of lead generation and the right hand of sales have their similarities and their differences. But because they’re driven by the same brain (or at least the same desire to drive revenue), they can do remarkable things when working together. That is why Christy Weymouth, who founded the lead generation team at ExactTarget, recommends bringing the two together as much as possible in order to achieve lead generation and sales alignment.

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Freemium Upsell Tactics: How to Hook Your Users & Drive More Business

Enticing hooks and ease of use — discover some of the key freemium upsell tactics Kareo founder and CEO Dan Rodrigues recommends for SaaS companies.

It’s going to be hard for your customers to turn down a free product. If you’re a SaaS vendor operating on a freemium model, the trick is to make it even harder for them to turn down your upsells once they’ve gotten a taste of your service. In other words, it’s up to you to make sure they’re hooked. Dan Rodrigues, founder and CEO of Kareo, shares a few freemium upsell tactics and discusses the strategy behind converting your users to paying customers.

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