The buyer is in control, but we’re still marketing as if that’s not true…
He had been with HubSpot since he was their fifth employee. Volpe helped scale the company from 12 beta users to 1,000 employees generating $150M in revenue with a successful IPO leading to a $1.78 market cap.
Today, they’re valued at over $883M.
How did they do it? In part, they created content to attract and add value to their ideal client marketing companies.
Mike focused on creating content to help other marketers be successful.
By teaching potential customers how to be impactful in their messaging and marketing strategies, HubSpot became a tool, or resource, for best marketing practices taught by HubSpot.
The focused on teaching over selling.
“You don’t want to interrupt the content that people are trying to consume but be that content they want to consume. The buyer is in control, but you’re still marketing as if that’s not true.”
– Mike Volpe
Buyers Consume Information. Give It to Them!
If you weren’t reading this right now, you would be consuming information somewhere else.
Do you know how much time the average person is consuming information online today? Over 11 hours each day — that’s how much time.
US adults are spending more than 11 hours a day on average, or about two-thirds of their waking time, consuming media information.
Peter Katsingris, who led the report at Nielsen, attributed the rise of online streaming services due to the fact that it made it easier for consumers to tune in anywhere.
People don’t want to buy from us. They want information to make their lives more enjoyable.
Attention is what we want, and it’s certainly true that it’s becoming more difficult to get noticed.
Customers now have a new level of control over how, when, and where we’re permitted to attract their attention.
Why it Pays to Create Content For Your Business
Companies that put out 16 or more posts a month receive 3.5 times more traffic to their website than companies that post four or fewer posts per month.
According to the Content Marketing Institute, content marketing attracts three times the number of leads than outbound marketing and costs 62% less.
Small businesses with blogs get 126% more lead growth than businesses without them.
But 94% of B2B companies are doing some form of content marketing and yet ONLY 9% rate their efforts as highly successful.
The truth is marketers have become more fixated on HOW to promote than WHAT consumers actually want or care about.
Ask most people what they think about marketing, and they will tell you it’s an ad or some form of promotion.
In the real-world, marketing is just the process of building relationships and satisfying customers. Customers who understand their buying power know they have many options.
The brands who win more customers are the ones who put their customers’ needs ahead of their desire to sell more stuff.
Promoting ads that don’t have a customer acquisition strategy is like throwing good money out the window.
Once we’ve nailed our audience’s interests there’s no shortage of tools to reach them.