Matthews on Marketing

Matthews on Marketing

Hiring for Inbound, Pretargeting, Next-Step Marketing: My Most Popular Posts of 2017

By

Another year of blogging in the books. I've covered quite a lot over these last twelve months, from hiring to demand generation to new advertising techniques. Here are the most popular. How to Hire Great Inbound Marketers: Six Key Personality Traits Inbound marketing requires certain skills – skills you may not have in your department. As it becomes an ever-larger part of the marketing mix, finding people who are good at inbound is going to become more important. But as buzzy as inbound … [Read more...]

Five Things I Wish I’d Include in The Professional Marketer

By

Surely just one minute after I hit the publish button and graduate this manuscript to a book, some new technology will emerge that promises to change the future of marketing. That's what I wrote in the afterword to The Professional Marketer. And while it may not have been one minute, it’s amazing what’s happened in marketing since 2014. Over half a billion people have Instagram accounts. Starting in 2016, more people accessed the web via smartphones than desktop or laptop computers. Just to … [Read more...]

Three Ways to Goose Conversion and Fight Churn in SaaS

By

Another excerpt from my forthcoming SaaS Marketing Handbook - TM Nurturing Nurturing is the process of moving a lead closer to a sale through continued marketing. Nurturing is not unique to SaaS marketing, but it is especially important. Prospects in your database who are not yet ready to buy need to be “nurtured” until they are ready to buy. Email marketing is the most common form of nurturing. The trick is to understand what type of content is of interest, and how many times – touches – a … [Read more...]

SaaS Marketing Maturity Survey

By

I am writing a new book called The SaaS Marketing Handbook. In the book, I am including a what I call a "SaaS marketing maturity model." The idea is to describe phases for new SaaS marketers, and give them clear guidance on what the phases are, how to know what to do in each phase, and what indicator(s) let them know they can move on to the next phase. If you are an experienced SaaS marketer, head of sales, founder or exec, I'd like to hear from you. How long did it take to get to … [Read more...]

The Virgin America Brand

By

Here's another excerpt from my forthcoming book The Professional Marketer -- TM Virgin America is a California-based airline that has a declared mission to make flying good again. Launched in 2007, the airline’s goal was to disrupt the airline industry. Though hyper-competitive, the airline industry had become sclerotic. According to the American Customer Satisfaction Index, in 2011, the American airline industry had lower customer satisfaction than the IRS and U.S. Postal Service.[i] This … [Read more...]