Weekly Roundup: Strategies to Improve Your Email Click-Through Rate, How to Sell on Video + More

HubSpot for Sales: The Top Questions We Hear from Sales Managers Answered [VIDEO]

Email marketers spend a lot of time optimizing delivery and open rates with the goal of getting clicks, and ultimately conversions.

But besides the clicks themselves, there are a number of factors that will determine your aggregate email click-through-rate.

Such as:

• How engaged is your list?

• How frequently do you send emails to that list?

• What time of day are you sending the email?

While most teams would say they have a handle on these factors, it’s actually a bit tricky to understand things like engagement, send time, and frequency at the subscriber level.

That’s why Databox teamed up with Seventh Sense, an automated send time and frequency optimization tool for email, in order to conduct some qualitative research. >>>READ MORE

How to Sell on Video: tips for Pre-Recorded Video and Virtual Sales Calls – HubSpot

When YouTube launched in 2005, the world of video changed. Previously, video content was only created by professionals and viewed on live TV (unless you count the old-school camcorders that documented your childhood if you grew up in the ’80s and ’90s).

Suddenly, videos were shorter, easier to create, and more accessible than ever. As technology evolves, we are all relying on video more and more personally and professionally.

And if you aren’t specifically including video in your sales process you could be leaving revenue on the table. >>>READ MORE

In April, U.S. Sen. Catherine Cortez Masto of Nevada released a report calling for more legislative and regulatory reforms to protect small franchise owners. While reading the key takeaways, I realized there are striking parallels between her findings — that multinational corporations must better prepare franchise business owners for success — and my observations of the B2B marketing space. 

Today, every marketer can regurgitate the “content is king” mantra — that’s why you’ll see a blog section on virtually every website (albeit an often outdated or sparsely populated one). However, in the B2B industry, I’ve noticed that content marketing frequently ends at the lead generation step of the sales funnel. This always surprises me. Sure, it’s important for brands to create downloadable e-books as lead magnets and craft SEO keyword articles to boost search traffic, but I think that’s falling short of what content marketing can and should be. >>>READ MORE