2023 – Page 30 – i4Lead – Clever Digital Agency

The world has made small but mighty strides towards inclusivity, and language plays a big part in that.

We’ve become rightfully aware of the importance of not labeling people, as everyone has the right to self-identify as they please and use validating pronouns.

Whether you want to brush up on your knowledge or are new to adopting them, this piece is your guide to gender neutral pronouns and how to use them.

Table of Contents

The list above are common gender-neutral pronouns.

While she and he are considered gendered, some nonbinary people use them because they don’t feel attached to the gender typically associated with them.

Someone will typically share their own pronouns but, when it doubt, you can simply refer to someone by their name.

how to use gender neutral pronouns

How to Use Gender Neutral Pronouns

In English, “He” is often used as an automatic fill-in for generic individuals.

“He” and “she” are also two extreme binaries that don’t leave room for other gender identities, which can be hurtful for transgender, nonbinary, and gender queer communities.

Ultimately, you probably don’t want to make incorrect or hurtful assumptions about someone’s gender — they could be agender, nonbinary, or uncomfortable identifying with “he” or “she.”

Gender-neutral language ensures your sentences are inclusive of everyone. But, when in doubt, refer to someone by their name rather than “him” or “her.”

“They” is one of the more common gender-neutral pronouns, and it’s easy to incorporate into your daily conversations. Here are some examples of how to use it:

“I spoke to the marketing director and they said they’d get back to me.”
“I think someone left their laptop behind.”
“Who’s in charge of that campaign? I’ll email them.”

Let’s go over some examples of how you’d use other pronouns in conversation.

Ze/hir/hirs

“Where did ze go?”
“This pencil belongs to hir.”
“Ze would rather do it hirself.”

Xe/xem/Xirs

“I think xe is nice.”
“Tell xem I say hello.”
“That sandwich is xirs.”

Ver/vir/Vis

“I think ver is nice.”
“I borrowed vis pencil.”
“I went to the store with vir.”

Te/tem/ter

“Te went to the store.”
“I borrowed it from tem.”
“That’s ter dog.”

Ey/em/eir

“Ey wrote me a note.”
“That belongs to em.”
“I asked to borrow eir pencil.”

Gender Neutral Pronoun Considerations

1. How to Learn Someone’s Pronouns

Upon first meeting someone, most people agree it’s best not to outright ask for pronouns because someone may feel like you’re assuming their gender identity. In some cases, it may put someone in a situation where they have to out themselves but don’t want to or aren’t ready to.

Instead, introduce yourself with your pronouns: “Hi, I’m Caroline, and my pronouns are she/her.” With this, you’re allowing the other person to share theirs, but not forcing them to.

If you do ask, there are ways to do so respectfully. For example, in a work meeting, you could say, “Before we start, I’d like to go around and share our names and pronouns if you’re comfortable sharing.” Then, people have the option to share or not to share.

During a one-on-one conversation, you could introduce yourself and share your pronouns first or say, “What are your pronouns?” or “Can you remind me of your pronouns?”

You could also include your pronouns in an email signature, social media profiles, or professional pages.

If you don’t ask for pronouns, it’s best to default to addressing someone by name. While many people consider they/them to be a gender-neutral option, some people may feel misgendered by it.

Featured Read: Why We Ask Each Other Our Pronouns

2. Aim to shy away from saying “preferred pronouns.”

Despite the popularity of the term “preferred pronouns,” it can be alienating as it can imply someone’s gender is a preference.

As mentioned, you don’t always want to ask someone about their pronouns and can instead share yours first. But, if you are asking, you can say any of the following instead of “preferred pronouns”:

“What are your pronouns?”
How would you like me to refer to you?
How would you like to be addressed?

Featured Read: Gender Census 2023 Worldwide Report

3. What if someone uses multiple pronouns?

People might use multiple pronouns, like she/they or they/hirs. If someone shares that with you, they might also say they’re more comfortable with one over the other, or they’d like you to vary the pronouns you use in conversation.

That may seem challenging, but you’ve likely already done it before. For example, “He was late to work yesterday, so she had to lead the meeting.”

An example of how this would look in a conversation with someone using multiple pronouns is, “She went to the doctor because their cough hadn’t gone away for a few days.”

Featured Read: How To Affirm the People in Your Life Who Use Multiple Sets of Pronouns

4. How do you use gender neutral pronouns with titles and honorifics?

An honorific or title describes someone’s position in life or professional settings. Mrs., Mr., and Sir are examples of common honorifics, and there are gender neutral variations of them that someone might use:

Mx. (the most common gender neutral honorific)
Pr. (derived from person)
Msr. (a mix of miss and sir)
Misc. (miscellaneous)

Not everyone chooses a gender neutral honorific, so it’s best to follow their lead. If they share one, use it; if they don’t, you can avoid using one entirely.

Featured Read: Gender Neutral Titles and Why They Matter

5. Should I correct other people who make a mistake?

Some people won’t want to call attention to someone making a mistake, but others will appreciate you correcting people for them. If you have more of a relationship with the person who is misgendered, you can ask them directly what they’d like you to do, or you can say something like: “[Persons name] uses [pronoun],” and then continue the conversation.

If you don’t know someone’s preference and still want to support them, you can make sure you use the right pronouns if you talk about them. For example, if someone says, “He made an excellent point,” you could say, “I agree ze did make a good point.”

6. You don’t have to ask everyone for their pronouns.

There are some cases where there is no need to ask for pronouns at all. For example, a brief encounter with a server at a restaurant doesn’t necessarily require knowing their pronouns, which is why defaulting to calling someone by their name is considered a best practice.

Featured Read: This Is Why Singular ‘They’ Is Such a Controversial Subject

7. Be open to continuous learning.

Everyone makes mistakes, and this holds true for pronouns. If you slip up, the best thing to do is acknowledge it immediately, say, “Sorry, I meant to say [pronoun],” and move on. If you realize after the fact, you can do the same thing but still keep it brief and move on.

On the other hand, making a mistake and then continuing to bring it up or say that it’s hard to remember can make someone feel awkward and like they’re a burden for having pronouns you’re not familiar with.

Be okay with making a mistake and committing to learning from it.

Featured Resource: Practice with Pronouns

B2B

Barbenheimer: The Stark Marketing Differences Between This Summer’s Biggest Blockbusters

i4lead Jul 6, 2023

It’s shaping up to be a big month at the box office as the highly anticipated films Barbie and Oppenheimer gear up for release on July 21.

When the initial Barbie trailer dropped this spring, we covered why the film’s online selfie generator was a nod to nostalgia marketing.

As we get closer to the release date, the film’s marketing engine has gone into overdrive leaning heavily into partnerships and experiential marketing. Here are just a few (yes, a few) of the tactics deployed by the Barbie marketing team:

A “DreamHouse” in Malibu hosted by Ken on Airbnb
A giveaway for a Barbie-themed XBOX console complete with controllers and a Dreamhouse
Barbie’s Dream Car added to the Forza Horizon 5 game
A Barbie x ALDO shoe and accessories collection
A Barbie-themed ad for Progressive car insurance
A rug collection with Ruggable
A Barbie-inspired frozen yogurt flavor at Pinkberry
A “Dreamhouse” scented Homesick candle
Branded beauty collabs with OPI nail polish and NYX Cosmetics
A “World of Barbie” activation in Los Angeles
A Barbie boat cruise in Boston
Barbie-pink luggage collection by BEIS Travel

The co-branded collaborations have been so extensive they’ve inspired some funny memes on Twitter.

barbie-partnerships-tweet Image Source

Mattel, the company behind the film and iconic doll has good reason to invest so heavily in the film’s success.

The live-action film is the first major content release backed by Mattel, and its success at the box office could provide a boost to Mattel’s stock and bottom line. It’s a crucial time for the company that is looking to overcome last year’s profit slump that was driven by inflation.

Meanwhile, the marketing team behind the biopic Oppenheimer has taken a more low-key approach to marketing the film.

Oppenheimer’s marketing efforts began in 2022 with a teaser trailer and an online countdown that leads to July 16 — the 78th anniversary of the first nuclear explosion. The film’s official trailer dropped in May 2023 and has since been shared on social media by the film’s cast.

It’s worth noting that many users on Twitter are alluding to seeing both films on the same day (which is quite the vibe shift).

barbie-oppenheimer-order Image Source

We’ll see how audiences turn out later this month when the films go head-to-head at the box office.

B2B

Using Customer Intent to Hone Your Business

i4lead Jul 5, 2023

Do you want to know why some companies are up to 59% more likely to get their customers engaged? I will give you a hint: it’s not about the price.

It’s about the ability to understand customer intent and then offer relevant and highly personalized content.

In this article, I’ll explain what customer intent is, and how to identify it and improve your marketing efforts.

What is Customer Intent?

Customer intent, also known as buyer-level intent, is what drives a customer or lead towards a specific call-to-action, like making a purchase or signing up for your email list.

It’s an important marketing concept since it provides insight into what a prospect or customer is likely to do next, based on their behavior patterns, underlying motivations, search queries, or expressed interests. When you understand the intent behind a specific action, you can then tailor your content and communications to meet prospects and customers where they are.

Let’s imagine a hypothetical situation. You are a first-time parent with a formula-fed baby. Since you enjoy hiking, you would love to take your baby out in the wild, but you’re unsure how to have a ready-to-go formula while you’re out.

You open your laptop and type “how to make formulas while traveling,” and, voila, you already have dozens of articles advising you on how to prepare it on the go.

You dig deeper, and you discover there is something called a bottle warmer, a simple device you can use to keep your newborn fed, while you’re doing what you love.

So, what is the customer’s intent to buy?

People usually confuse customer preferences with customer intent. However, these two things aren’t the same. Customer preferences include the preferred variables of a certain shopper, and while they influence purchasing habits, customers can still make unpredictable decisions.

But, why is customer intent so important?

To put it simply: customer intent is important because it allows businesses to cater their sales and marketing strategy to meet prospects and customers where they are currently. This typically means shorter sales cycles and more closed-won deals.

Going back to the baby example, Google found that around 40% of baby product purchases are made by households without children. If we assume that people with children are the only ones who’re buying such items, we’re missing out on a huge percentage of potential customers.

Based on this example we see how demographics and intent don’t go hand in hand always. So, it is a good idea to not rule out potential customers simply because they don’t fit previous buyer personas.

What are the stages of customer intent?

Here are the six stages of customer intent.

Awareness

The first stage of customer intent is awareness, and we define it as the moment when customers first hear about your brand.

For instance, let’s imagine we have an operations manager at a manufacturing company, who recently opened up its 5th warehouse. And it is the first one in this particular state. They stumble upon a piece of content from a brand documenting the most common plumbing quality issues for large businesses in this state.

Interest

In this stage, customers become aware of a potential problem. Then, they are either educating themselves or learning more about these issues.

To continue with the previous example, this person just discovered there’s an issue with hard water at the new warehouse. Besides the mineral buildup on plumbing fixtures’ that downgrades their lifespan and look, hard water can be considered a potential health hazard. So, they are now reading different articles on hard water, the problems it creates, and how to solve it.

Consideration

The third phase in a customer intent journey is consideration. In this stage, customers know about different solutions for the problem and consider which one to go with.

Going back to our hard water problem, this prospect realizes this might be an issue in more than one of their warehouses and is starting to look for software and services to solve this issue.

Intent

In this stage, the person is fully aware of the problem and is searching for solutions to fix it.

Going back to the hard water problem, they are now actively evaluating a handful of plumbing quality software that specializes in working with large-scale suppliers.

Evaluation

During this stage, the person is evaluating different potential solutions. They may be comparing features, pricing, etc.

For instance, going back to the hard water problem, they might turn to comparison guides, check out reviews, and seek out customers for references.

Purchase

Once an individual has reached this point, the person is ready to buy their product or service

It’s important to mention this is not the last stage in the customer intent journey. Brands still need to focus on customer experience and customer retention, if they want to drive word-of-mouth referrals and/or repeat sales.

How do you identify customer intent?

Now, that we know the stages of the customer intent journey, here’s how marketers can start to identify customer intent.

Leverage first-party data

When we’re talking about first-party data, we’re referring to info that users knowingly give us.

A direct example would be if requested a piece of content from NetLine. To access the asset, you’d fill out a form with your name, title, email, industry, and a good deal more. That’s a conscious action you’re taking to share some details about yourself.

As we move to a cookieless world, first-party data becomes even more valuable. This applies to both business-to-consumer (B2C) and business-to-business (B2B) data. At NetLine, when we collect first-party data, we’re not just interested in who the person is. We’re digging deeper to understand the person’s role at work, including their job area and level. This can also include info about the company, the industry they in, and more. .

Use social listening tools

By monitoring conversations, keywords, and hashtags, social listening tools can help marketers determine which platforms their ideal customers use the most, what their likes and dislikes are, and uncover their pain points.

Furthermore, these tools can help marketers capture demand by allowing them to be in front of prospects and customers at the right time to respond to questions related to their product or service.

For instance, these tools can help marketers discover when a competitor just raised prices. They can then respond to the customers complaining and sell them on why their solution is better.

Do keyword research

Conducting keyword research, using tools like Ahrefs or Semrush, allow marketers to get better insights into customer intent, as you can learn what problems your ideal customers are trying to solve, how they are going about currently solving it, and the type of solutions they are looking for.

For marketers who are conducting keyword research for the first time, we recommend starting with bottom-of-funnel keywords (BOFU) first. These are the keywords or phrases that indicate your ideal customer is already problem and solution aware, and likely will be the easiest to close.

For instance, an ERP software might go after a BOFU keyword like “NetSuite vs. SAP Business One, since it indicates that the person is likely looking for a new ERP and is actively checking out two of the market leaders.

Conduct customer interviews

Whether you are conducting your own customer interviews or using a framework, like Jobs-To-Be-Done, the goal of these interviews is to understand the underlying motivations, goals, and pain points that your ideal customers have.

When you understand what they are trying to achieve and the “job” that they are using your product or service for, you can leverage that in the messaging you create.

For instance, if the problem is neck pain from sitting at a desk all day, companies should think about all the ways their product can solve this problem and advertise based on these features.

Use AI-powered tools

The exponential growth of AI tools, like ChatGPT, paved the way for a better understanding of consumer needs. These powerful tools can summarize a transcript, analyze sentiment, and help you pinpoint specific motivations or pain points faster.

For instance, you can feed the transcript of your latest customer interview into ChatGPT. Then, ask it to analyze the sentiment and summarize the key takeaways. Repeat that many more times and you can have a rudimentary buyer persona that can inform your overall content strategy.

How to use customer intent to grow your business

By understanding customer behavior and user intent, you can create and map out different customer journeys for all of your ideal customer personas. So, you can deliver an exceptional user experience from the moment they first hear about your brand.

Create content that meets prospects where they are at

Understanding customer intent goes hand-in-hand with understanding their motivations and pain points that have driven them to your company in the first place. Then, your content marketing strategy should reflect that by serving up the right content at the right times.

Surface compelling offers at the right times

Data shows that, on average, brands see a 20% increase in sales when using personalized offers, and 80% of customers are more likely to buy from a company that offers personalized experiences.

One way to surface more compelling offers is through retargeting.

In fact, retargeted customers are 70% more likely to purchase the product and that CTR is 10x higher on them, we understand how important it is to understand customer intent in advertising.

Once businesses detect leads with these intent indicators, they should serve retargeting ads or emails based on what they last looked at on your site.

Display social proof

Businesses can use customer reviews, testimonials, and case studies to show how their product or service solves a specific pain point that their ideal customers have.

Why is customer intention important?

Understanding customer intention is crucial for making the most of your sales and marketing campaigns, including:

Allows for greater personalization.
Drives down customer acquisition costs.
Makes your marketing efforts more profitable and efficient.
Improve open, click-through, and email conversion rates

Top tips for understanding and researching consumer intent

Whether it is from first-party or third-party data, here are some tips to gain a deeper understanding of customer intent within their target accounts, allowing them to personalize their outreach, create tailored content, and drive successful ABM campaign

Create buyer personas – Building customer personas that accurately depict your target accounts, including their objectives, challenges, pain points, and factors that influence their decision-making can help you tailor your messaging to close more deals.
Leverage intent data platforms – Using an intent-driven data platform identifies signals of intent from your target accounts, such as content consumption and search activity. NetLine’s INTENTIVE, for example, delivers real-time insights into “who” is actively expressing intent in an account, “what” actions that person is taking, “when” those actions took place, and uniquely “where” those actions occurred.
Analyze website analytics – Study your website data to gain insights into prospects and customers’ browsing and engagement patterns.
Engage in social listening – Keep a close eye on the social media activities of your target accounts, looking for mentions, discussions, and relevant hashtags that indicate consumer intent.
Collaborate regularly with sales – When sales and marketing are working together, it will make it easier to gather insights and close more deals.
Leverage predictive analytics – Utilize predictive analytics to identify patterns and trends within your target accounts’ behavior, enabling you to anticipate their needs and align your strategies accordingly.
Continuously refine and iterate – Regularly analyze and refine your understanding of customer intent based on data and feedback, adjusting your ABM strategies to better align with their evolving needs.

Bottom line

Understanding customer intent provides marketers with valuable insights into their target customers’ desires, requirements, and challenges, enabling them to develop effective solutions that meet their customers’ needs. Additionally, getting better at understanding customer intent enables companies to better prioritize their deal flow and concentrate on the strategic accounts that are most likely to close.

B2B

13 YouTube Description Templates That Have Helped Our Videos Go Viral

i4lead Jul 4, 2023

As the second-largest search engine, with over 2 billion users per month, YouTube is an undeniably important channel for your marketing efforts. Knowing how to optimize your YouTube channel can help you increase your chances of discoverability and reach more people.

One of the most important tactics for optimizing your YouTube channel is to create engaging YouTube descriptions. Here, we’ll discuss how to create compelling descriptions for your YouTube channel and videos.

youtube channel description example

YouTube Channel Descriptions

A YouTube channel description is similar to the About Page of a website. It appears under the “About” tab of your channel’s YouTube page.

The YouTube channel description conveys to potential viewers what your content will cover, including the issues you tackle and the communities you serve. You’ll be able to add this when setting up your YouTube channel.

As a YouTube creator, your primary goal is to attract viewers and turn them into subscribers, often using your channel description. With that in mind, be sure to use keywords that your intended audience would use to search for your content.

YouTube Video Descriptions

Every YouTube video includes a description that can be found under the viewport of the video.

Additionally, every video needs a unique description to increase the likelihood of your video being found when someone is searching for a particular topic.

A YouTube content creator’s video description attracts and converts an audience. Therefore, it’s crucial that you optimize your video descriptions for SEO.

If you’re unsure how to start crafting compelling YouTube descriptions, keep reading. We’ll explore various tactics you can employ and provide templates to ensure you have everything you need to excel on YouTube.

1. Use YouTube description templates. [Free Prompts]

HubSpot compiled seven YouTube video description templates to help your business provide context to your viewers, rank better in search, organize your team, and link to relevant web pages on your site.

Download These Templates for Free

2. Explain your content.

To explore the best tactics for writing YouTube descriptions, I spoke with Eric Peters, a Senior Growth Product Manager on HubSpot’s Academy team. He said, “[YouTube descriptions] are one of the primary ways YouTube knows what your video is about. Include links, additional resources, links to other videos and playlists, etc. Make sure the description box is easy to read.”

Peters explained that your YouTube video description and closed captioning should incorporate keywords into your description. It also helps with accessibility for people who are deaf or hard-of-hearing. Hence, adding closed captioning to your videos is an absolute must for accessibility.

For instance, take a look at one of HubSpot Marketing’s YouTube video descriptions:

youtube video description example: hubspot

A YouTube description differs from a web page meta description. In a YouTube description, content creators explain what your entire video is about and even link to external resources.

Peters told me, “You get 5,000 characters total, so make use of it. YouTube creators use asterisks or all-caps to differentiate titles from body copy because it’s all plain text. Consider writing up a text version of the key points from the video, or even copying the transcription of the video and paste it into the description.”

3. Include a call-to-action (CTA).

Your YouTube description is a fantastic opportunity to ask viewers to continue to engage with your channel or find additional resources that will help them learn more about a topic of interest.

For instance, let’s say you create a brief “How to Add Filters to Instagram” YouTube video, but you also have an in-depth “How to Use Instagram for Marketing” blog post. Why not link it in the description? Most likely, anyone watching your Instagram video on YouTube would be equally grateful for the opportunity to learn more through a blog post.

Perhaps you simply want to ask viewers to subscribe, turn on notifications, or share your content with their networks. These are all acceptable CTA’s for your description.

You must format your description to ensure you put the most important information first. Peters advises, “The first 200 characters are above the ‘more’ fold on the description box, so if you want your CTA/link to be seen by most people, keep it within the first 200 characters.”

Collapsed YouTube Video Description With Show More Box Highlighted

After the first 200 characters, your text will be cut off, and viewers will need to click “Show more” to see the rest. Therefore, you must make your first 200 characters count.

4. Add your personality.

A YouTube description should be fun and demonstrate your brand’s personality with a unique voice. Unlike traditional forms of advertising, this is an opportunity for you to instill creativity and humor into your content.

Brian Dean’s YouTube channel is a great example of this. His YouTube descriptions often mirror the way he speaks. The descriptions are candid and casual, and he makes it feel like he’s writing to a friend.

Brian Dean YouTube Video Description

To learn more about using YouTube for marketing purposes, consider checking out HubSpot Academy’s comprehensive YouTube Marketing course.

5. Use timestamps to make videos scannable.

Including timestamps in your video description can make your video more user-friendly and help your content rank well on search engines.

YouTube video timestamps appear within search results, improving user retention by directing users to the most relevant portions of videos from SERPs.

Users can search for keywords that appear in your video’s description and click on a thumbnail on the SERP to view the portion of your video that answers their search query.

youtube description examples: timestamps

Image Source

Unbox Therapy‘s YouTube channel description states the channel’s tagline, gives an overview of the channel’s content, and provides a contact email for business inquiries.

Why We Love It

This simple channel description piques viewers’ interest with a captivating tagline and a straightforward explanation of the channel’s content. It also includes an email that allows viewers to contact the creators to inquire about the business and ask professional questions about the channel.

YouTube Channel Description Templates

Now that we’ve covered the basics, take a look at a few templates you can use to craft a compelling YouTube description.

1. Playful YouTube Channel Description Template

You might create a playful, easy-going channel ‘About Me’ description, like this one:

Hi, I’m [Name]. This is my channel about increasing your sales, effectively targeting your audience, and growing an email list that you can use to grow your business.

If you’re a marketer who wants to learn marketing strategies to get [result, i.e., more traffic to your site], subscribe to my channel.

My channel publishes videos that focus on storytelling content that connects X, shows you how to infuse your authenticity in your brand, and gives you a marketing strategy that feels organic. If that sounds like it could be helpful for you, please join me!

2. Third-Person YouTube Channel Description Template

Alternatively, you can craft a YouTube description that describes what your company does from a third-person point of view, like this one:

[Company] is the worldwide leader in X, Y, and Z. Since [year], [Company] has been on a mission to [insert company vision or purpose here].

To learn more about [Company], its values, and its [company offering], subscribe to our channel to stay informed.

3. Niche YouTube Channel Description Template

Let your subscribers know what you’re all about and describe your niche when writing your YouTube channel description.

[Name] and [Name] have nuanced discussions about dating, their lifestyle, and relationships. They discuss current topics that affect modern dating and how to maneuver relationship patterns. You can purchase [Name] and [Name]’s [product] to learn more about improving your knowledge of relationships.

4. Inviting YouTube Channel Description Template

Building a relationship with your followers is one of the most important things you can do as a content creator. Use this template to invite them to join you on your journey as you grow your brand.

This channel gives everything you need to know about gaming, including the latest equipment reviews, new game reviews, and once-a-week live streams. Watch as I, [name], try to beat my high score in the latest release of [insert game name here].

5. Personal YouTube Channel Description Template

Don’t be afraid to be vulnerable with your audience. Adding personal touches in your YouTube channel description, like the template below, can help you come across as more authentic.

A YouTube video description is descriptive text that includes but is not limited to keywords, themes, and special concepts/guests that the content creator wants their viewers to know. The YouTube video description increases visibility through SEO, views, and subscriptions. In each video description, the content creator will encourage their viewers to “Like,” “Share,” and “Subscribe” to their content. An effective video description will be persuasive and informative, and prompt the audience to tune in regularly.

1. Simple YouTube Video Description Template

Rather than writing a lengthy summary of your video, keep your video descriptions detailed enough to let the viewer know what to expect, yet concise enough so they don’t lose interest.

Listen to how our CEO explains the difference between X and Y, and learn best practices for implementing your own strategy.

Learn more about X and Y in our course: [course link].

2. Social Media YouTube Video Description Template

You can use a YouTube channel description like this one to help new viewers connect with you on your other channels and social media platforms:

Hi there! New to [name of channel]? If so, here’s what you need to know: I like [interests related to channel] a LOT, so I use this channel to explore X, Y, and Z, to help you [desired result for viewer].

Where else you can find me:

INSTAGRAM: http://instagram.com/[accountname]

TWITTER: http://twitter.com/[accountname]

LIFESTYLE CHANNEL: http://www.youtube.com/[accountname]

Join our growing community for new videos every Tuesday and Friday!

BUSINESS INQUIRIES

Please contact [PR representative] at [email or phone number].

3. Search-Friendly YouTube Video Description Template

YouTube increases visibility within keyword searches and relevant content. As a result, videos should have buzzwords in video and channel descriptions.

If you want to craft a description that explains what your video is about and incorporates a keyword description, try this:

Hey there! This lesson is part of a free online course. Take the full course here: www.company.com/course1.

Some people are unsure what X is — at its most basic, X is [brief definition of keyword]. In this video, you’ll learn how to X, Y, and Z, to ensure you’re able to grow your brand online.

In addition, we’ll explain how you can avoid doing A. Sometimes, A is all it takes to lose a customer.

4. Teaser YouTube Video Description Template.

Use your video descriptions as an opportunity to let your viewers know when to expect new content from you, like this template:

Join the “musical nerds” on a mission to improve our musical understanding. We upload every Wednesday and Thursday. We will have Q & A sessions to answer all of your beginner questions on Wednesdays, starting next week.

5. Transparent YouTube Video Description Template

Transparency is key to gaining the trust of your audience. This template is a great example of how to let your viewers know when you are using affiliate links in your descriptions.

What’s up, guys? In this video, we’ll talk about an everyday makeup look you can do in 10 minutes. I’m not an early riser, but just like anyone, I still want to look good for the day. I’ll list the products I used in this video.

Please subscribe if you are feeling my vibe. I post content weekly, and you can always find me on Insta! I’ll drop my social media handles below.

**All opinions are my own. This video isn’t sponsored. I’m sent products for my consideration, and I earn a small percentage from sales through affiliated links. Clicking on affiliated links doesn’t cost you anything.**

6. Engaging YouTube Video Description Template

Engaging with your audience is essential for building community with them. Here, this description encourages viewers to leave suggestions in the comments section for the chance to be featured in future videos.

Hi, everyone! We’re the Science Kidz! Today we are experimenting to find out which popcorn brand leaves behind the least number of kernels. Will it be Orville Redenbacher’s or Act II?

Every week, we do a new experiment as part of our initiative to highlight STEM careers in Savannah, Georgia. If you have an experiment you want to see The Science Kidz try, leave a comment below. You never know — we could pick yours!

Follow me on Instagram for more experiment ideas, and tag us in some of the experiments you do with your friends!

7. Sponsored YouTube Video Description Templates

Disclosing paid sponsorships or product placements doesn’t have to be super jargon-heavy. Using a template like this one can help you be candid with your audience without straying from your brand’s voice and sounding like a robot.

Hey, y’all! Today, we’ll be rebuilding a 454 Chevy Big Block motor. We’ll be adding 200 horses to bring the motor up to 680 horsepower. I hope y’all are ready to dive into business with Motor Boyz.

This episode is sponsored by Husky tools, and we’ll be using their latest impact and driver tools to rebuild the 454. We would like to thank Anderson Auto for donating the 1972 C10 to be our frame once the motor is rebuilt and completed.

1. Use templates.

Once you have your brand voice down, create a template to use in your video descriptions to help save you time when uploading. If you’re having trouble creating a template on your own, use HubSpot’s YouTube templates to get some inspiration.

2. Be clear and concise.

When writing a description for a YouTube video, you should aim for simplicity. Make sure all the essential information is above the fold. That way, you can ensure potential viewers know what your video is about as they search for what they need.

3. Connect with subscribers.

Use your YouTube descriptions to help new viewers connect with you on your other channels and social media platforms. In doing this, you can increase your cross-promote content more easily and boost engagement and discoverability. Just make sure to put your social media links toward the end of your descriptions, since there are more important details to keep above the fold.

4. Create a niche.

Whether you’re writing a description for your channel or a video, you’ll want to define your niche. Start by introducing yourself or your brand, then highlight what you have to offer and what makes you unique. Be sure to incorporate relevant keywords that are used to search for content in your niche so your target audience has a better chance at finding you.

5. Show your journey.

You may want to create a channel description that asks viewers to join you on a journey that you document on your YouTube channel. For instance, if your YouTube channel focuses on streaming video game content, you may invite your subscribers to watch you as you attempt to win the game. Therefore, mentioning a goal for your channel can help you gain new subscribers eager to come along for the ride as you pursue a goal.

6. Be more personal.

Create a sense of community with your channel by being more personal with your audience. When writing your descriptions, consider including personal touches, such as telling a story, using relatable language, or speaking directly to the viewer. By offering an emotional appeal, you and your content will come off as more authentic, helping you create a stronger connection with your subscribers.

7. Create anticipation for new content.

A content creator needs to build excitement for the next video — a sense of urgency and anticipation for their audience. A YouTuber can create giveaways, conduct polls, and invite special guests to participate in the videos to maintain the channel’s success.

8. Make it search-friendly.

We have all done it: Having parts of an idea and hoping Google will fill in the blanks by completing the search with the rest of our thought. As a content creator, you need to own each of the video’s related tags, including misspellings, to help refine the content under your channel. The YouTube videos need to be centered around keywords, maximizing your SEO for Google and YouTube searches.

9. Lead viewers to other resources.

When crafting your descriptions, consider linking to related content that viewers might find interesting or helpful. For example, if you have a blog, you can link to a blog post that goes more in-depth on the topic you’re discussing. Not only will this help provide additional context to the viewer, but bring more traffic to your website.

10. Incorporate keywords.

Use keywords in your descriptions to increase the visibility of your YouTube channel and videos. In order to determine which keywords you should target, you’ll need to conduct keyword research. When crafting your description, don’t repeat the same keywords too much. Instead, insert them in a way that sounds natural. This will keep it easy to read and help you avoid keyword stuffing.

11. Tease a new initiative.

A new video is upcoming, and you need to send a teaser to your audience that will create buzz leading up to the release of the new content. A video teaser can be uploaded to YouTube Shorts to increase anticipation.

12. Be transparent.

Authenticity sells. Viewers know when you aren’t being transparent with them, so just be real. If you have affiliate partners, gifted products, or sponsorships, don’t try to hide it. Be honest with your viewers and write a disclaimer in your description.

As a YouTuber, it is essential to engage with your audience and build their trust. If you lose that trust, it can be hard to win it back.

13. Maintain engagement.

Keeping your audience engaged is crucial for getting them to return for more content. When writing your video description, use a strong hook that grabs your audience’s attention and makes them want to watch. Be sure to break down the video into sections and include timestamps for each one. This allows viewers to jump to specific parts of the video, so they remain interested.

14. Plug your products.

Any time you mention or use one of your products or services in a video, you should always include a link in your description. By doing this, you prompt the audience to try your product or service for themselves. Offering a discount code may also encourage potential customers to take the leap.

15. Test out different formats.

If your videos aren’t getting the reach you expect, try experimenting with different description formats and templates. Maybe your descriptions are too long and they get cut off on certain devices, or perhaps there are better keywords you can optimize for. Testing out different descriptions will help give you a better idea of what works best for your brand.

Download these YouTube description templates, and help your video go viral.

These must-have YouTube video and channel description templates can help you reduce the time it takes to upload and optimize your YouTube videos, getting them out to your audience quickly and with less effort. Be sure to customize the text to enhance the reading experience because you want to be as helpful as possible for your audience.

Editor’s note: This post was originally published in March 2019 and has been updated for comprehensiveness.

B2B

Email Marketing: The Ultimate Guide (+ Expert Tips)

i4lead Jul 1, 2023

Done correctly, email marketing can be as powerful as any other tactic today. Research has repeatedly found that the ROI for email is consistently high. In 2022, Litmus found that the return could be as high as $36 for every dollar invested.

With that in mind, let’s review the best ways to leverage email marketing. We’ll also cover benefits and statistics that show the importance of email, just in case you need extra convincing. Let’s dig in.

What is email marketing?

Getting Started with Email Marketing

How to Send Marketing Emails

Email Regulations You Should Know

Email Marketing Tips

Marketers have been using email as a channel for almost as long as they’ve been using the internet. The first marketing email was sent in 1978, resulting in $13 million in sales.

Email has been one of the most highly used marketing channels ever since.

This is because email is a flexible yet cost-effective way to reach many people relatively quickly. You can also personalize your message to target specific audiences and generate leads.

Email marketing can take many different forms. These campaigns can include a single email announcing new content, an ongoing newsletter delivered regularly, or contacting customers about product updates.

Email isn’t as shiny as newer channels, like messaging and social. However, email is an effective way to build an audience that gets results.

“One of my favorite parts about email marketing is its intimacy,” says Rob Litterst, head of strategy and operations for HubSpot’s Newsletter Network.

“Access to someone’s inbox is sacred, and for a person to welcome you in, there’s already a certain level of trust that you just can’t achieve with other platforms,” he says.

Master the fundamentals of email marketing with a free online course.

When to Use Email Marketing

Email marketing remains a powerful tactic to:

Build relationships. Build connections through personalized engagement.
Boost brand awareness. Keep your company and your services top-of-mind for the moment when your prospects are ready to engage.
Promote your content. Use email to share relevant blog content or valuable assets with your prospects.
Generate leads. Entice subscribers to provide their personal information in exchange for an asset that they’d find valuable.
Market your products. Promote your products and services.
Nurture leads. Delight your customers with content that can help them succeed in their goals.

Email Marketing Benefits

There are over 4.3 billion email users worldwide, so if you’re looking for a way to reach your customers, email is the perfect place to find them.
As of 2022, email generates $36 for every dollar spent.
51% of marketers say email marketing is the most effective marketing channel, according to our Marketing Trends survey.
53% of marketers are continuing to invest in email marketing in 2023.
33% are increasing their investment in email marketing in 2023.
33% of marketers send weekly emails, and 26% send emails multiple times monthly.

Beyond just the statistics, perhaps the best reason to use email marketing is that you own the channel. Outside of compliance regulations, no external entity can impact how, when, or why you reach out to your subscribers.

Time and time again, email proves to be an unsung hero in marketing.

While it’s the third most-used marketing channel (beat by social media and websites), a whopping 95% of email marketers call it practical,” says Pamela Bump, head of content growth at HubSpot.

“For HubSpot — and our blog team — we’ve deeply leveraged email and even catered blog posts to our very subscribers,” she says. “Over the years, this has driven high ROI, millions of page views, countless conversions, and even customers.”

Email Marketing Stats by Industry

Email marketing rules change based on your industry and who you’re marketing to. Below are some email marketing trends for B2B, B2C, e-commerce, and real estate companies that can inform your email marketing strategy.

Email Marketing Stats for B2B

Email is the third-highest owned-media platform B2B marketers used to distribute content in the last 12 months.
44% of B2B marketers say email marketing is the most effective marketing channel.
B2B marketers say email engagement is the fourth most insightful metric when evaluating performance over the past year, more than social media, search rankings, and lead quality.

Email Marketing Stats for B2C

50% of B2C marketers say growing their email list is one of the biggest challenges in their role.
37% of B2C marketers send daily marketing emails to their subscribers.

Email Marketing Stats for Ecommerce

57.2% of marketers say the e-commerce brands they manage have 1,000 to 10,000 contacts on their email lists.
85.7% of e-commerce marketers say the primary business objective of their email strategy is increasing brand awareness.
Roughly 72% of e-commerce marketers say the biggest challenge they face with email is low open rates.

Getting Started with Email Marketing

Before you get overwhelmed with the vast possibilities of email marketing, let’s break down a few key steps to get you started building a solid email campaign that will delight your customers.

You can think of these steps as creating a successful email marketing strategy.

1. Create an Email Marketing Strategy

You can learn how to build an effective email strategy and send emails that people actually want to read. It just takes a plan (one that can be broken down into a few key steps).

Think of the following five steps as an outline for your email strategy. We’ll dive deeper into some of these in a moment.

Featured Resource

Email Marketing Planning Template

1. Define your audience.

Effective emails, whether a campaign or a one-off, start with understanding your audience.

Like everything else in marketing, start with your buyer persona, understand what pain points they’re dealing with, and tailor your email campaign to your audience’s needs.

2. Establish your goals.

Before you come up with your campaign goals, gather some context.

You’ll want to know the average email stats for your industry and use them as benchmarks for your goals.

email marketing stats broken down by industry

As you can see, these benchmarks vary greatly. Using this guide will help you create realistic goals for your team.

3. Build your email list.

You need people to email, right? An email list (we’ll cover how to build your email list in the next section) is a group of users who have permitted you to send them relevant content.

To build that list, you need several ways for prospects to opt-in to receive your emails which we’ll cover in another section in just a moment.

Don’t be discouraged if you only have a few people on your list. It can take some time to build. In the meantime, treat every subscriber and lead like gold, and you’ll start seeing your email list grow organically.

4. Choose an email campaign type.

Email campaigns vary, and trying to decide between them can be overwhelming. Do you send a weekly newsletter? Should you send out new product announcements? Which blog posts are worth sharing?

The answer is subjective.

You can start by learning about the types of email campaigns, then decide which is best for your audience.

You should also set up different lists for different types of emails, so customers and prospects can sign up for only the emails that are relevant to them.

5. Make a schedule.

Decide how often you plan to contact your list and inform your audience upfront.

This way, they’ll know exactly what to expect ahead of time. Forgetting this can lead to high unsubscribe lists and even get you in their spam.

In addition, once you set a schedule, be consistent. It will build trust and ensure you stay top of mind for your audience.

6. Measure your results.

This should come as no surprise. As marketers, we measure everything. Being meticulous about every key metric will help you make small changes to your emails, yielding large results.

We’re going to touch on the exact KPIs to monitor in a bit (or you can jump ahead).

Now that you understand the steps to creating an email marketing strategy, we’ll look at what’s involved in building your email list.

2. Choose an email marketing platform.

An email marketing provider (ESP) is an excellent resource if you’re looking any support while fine-tuning your email marketing efforts.

For example, HubSpot’s Email Marketing tool allows you to efficiently create, personalize, and optimize marketing emails that feel and look professional without designers or IT.

There are a variety of features to help you create the best email marketing campaigns and support all of your email marketing goals.

Additionally, you can analyze the success of your email marketing so you can share the data that matters most to your business with your team. The best part? You can use HubSpot’s Email Marketing service for free.

Here are examples of features services like HubSpot offer to consider when choosing an email service provider:

CRM platform with segmentation capabilities
Good standing with Internet Service Providers
A positive reputation as an email service provider (ESP)
Easy-to-build forms, landing pages, and CTAs
Automation
Simple ways to comply with email regulations
Ability to split test your emails
Built-in analytics
Downloadable reports

3. Build Your Email List

Now to the fun part: filling your email list with eager prospects excited to hear from you.

There are many creative ways to build your email list (and, no, purchasing emails ain’t one).

Tactically speaking, list building comes down to two key elements that work cohesively to grow your subscriber numbers: lead magnets and opt-in forms.

Featured Resources

Here’s how to get started building and growing your email list.

3. Use lead magnets.

Your lead magnet is exactly as it sounds: It attracts prospects to your email list, usually as a free offer.

The offer can take many formats, should be valuable to your prospects, and is given away for free in exchange for an email address.

There’s just one problem: People have become hyper-protective of their personal information. You can’t expect to receive an email address without exchanging it for something valuable.

Think about a lead magnet that is relevant, useful, and makes your prospects’ lives easier.

Here are a few types of lead magnets you could create:

Ebooks.
Whitepapers.
Infographics.
Reports or studies.
Checklists.
Templates.
Webinars or courses.
Tools.

If you’re short on resources, you can even repurpour existing content to create lead magnets.

4. Create an enticing opt-in form.

Your opt-in form is how you get a prospect’s information to add them to your list. It’s the gate between your future leads and the incredible asset you created with them in mind.

Here are some tips for creating an enticing opt-in form:

Create an attractive design and attention-grabbing header.

Your form should be branded, stand out from the page, and entice people to sign up. You want to excite readers with the offer.

Make the copy relevant to the offer.

While your goal is to get people to enter their information, it isn’t to deceive them. Any information on your form should be a truthful representation of the offer.

Keep the form simple.

This could be one of your first interactions with your prospect. Don’t scare them away with a long long-form several fields.

Ask for only the most essential information: first name and email is a good place to start.

Set your opt-in form for double confirmation.

It may seem counterproductive to ask your subscribers to opt into your emails twice, but some research on open rates suggests that customers may prefer a confirmed opt-in (COI) email more than a welcome email.

Ensure that the flow works.

Take yourself through the user experience before you go live. Double-check that the form works as intended, the thank you page is live, and your offer is delivered as promised.

This is one of your first impressions of your new lead — make it a professional and positive one.

Next, let’s take a moment to cover some universally-accepted email marketing best practices regarding how to send marketing emails.

List snippet

If all goes well, you’ll have built a robust list of subscribers and leads waiting to hear from you. But you can’t start emailing just yet unless you want to end up in a spam folder, or worse, a blocked list.

Here are a few important things to remember before you start emailing your list.

1. Implement email segmentation.

Once you’ve added people to your list, you must break them down into different segments.

That way, instead of having a monolithic email list of everybody, you’ll have easier-to-manage subcategories that pertain to your subscribers’ unique characteristics, interests, and preferences.

Our subscribers are humans, after all, and we should do our best to treat them as such. That means not sending generic email blasts.

Why should you segment your email list?

Each person who signs up to receive your emails is at a different level of readiness to convert into a customer (which is the ultimate goal of all this).

If you send a discount coupon for your product to subscribers that don’t even know how to diagnose their problem, you’ll probably lose them. That’s because you’re skipping the part where you build trust and develop the relationship.

Every email you send should treat your subscribers like humans you want to connect with, as opposed to a herd of leads you’re trying to corral into a one-size-fits-all box.

The more you segment your list, the more trust you build with your leads, and the easier it’ll be to convert them later.

How to Segment Email Lists

The first step in segmentation is creating separate lead magnets and opt-in forms for each part of the buyer’s journey. That way, your contacts are automatically divided into separate lists.

Beyond that, email marketing platforms allow you to segment your email list by contact data and behavior to help you send the right emails to the right people.

Here are some ways you could break up your list:

Geographical location.
Lifecycle stage.
Awareness, consideration, and decision stage.
Industry.
Previous engagement with your brand.
Language.
Job Title.

In reality, you can segment your list any way that you want. Just make sure to be as exclusive as possible when sending emails to each subgroup.

2. A/B test your marketing emails.

Not all email lists are created equal. Some audiences prefer personalization, and others will think it’s spammy. Some audiences will like bright, eye-catching CTA buttons. Others will prefer a more subtle call-to-action.

You’ll never know what type of people make up your email list until you test the variables. That’s where A/B testing comes in handy.

“If you’re considering making any structural or content alterations to your email marketing, A/B testing is an excellent way to determine if the changes will be successful or worthwhile before they’re implemented on a larger scale,” says Madison Zoey Vettorino, marketing manager and SEO content writer for HubSpot’s Website Blog.

Surprisingly, not many brands leverage it. A 2021 Litmus study found that 44% of marketers rarely A/B or multivariate test their emails. Only 19% do it often or always.

A/B testing, or split testing, is a way to see what type of email performs best with your audience by analyzing the results of email A against email B. This can be especially helpful when working with templates.

“Since emails often have the same template, A/B testing is smart because you can usually control variables outside of the test and get a solid signal on what performs better,” HubSpot’s Litterst says.

Here’s the step-by-step process for A/B testing your emails:

Select one variable to test at a time, e.g., subject line, CTA, images.
Create two versions of the email: one with and one without the variable.
Allow your emails to be sent out simultaneously for a period of time.
Analyze your results and keep only the version that performed better.
Test a new variable and repeat the process.

Most email service providers will have A/B testing built into their software, which will make it easy for you to compare email results without much manual work.

When conducting an A/B test, consider these tips:

Test one element at a time.

“For example, try the same email with a different subject line. Or the same email and same subject line with a different CTA,” says Curtis del Principe, a user acquisition program lead and content strategist at HubSpot.

“It might be tempting to make several changes at once, but that makes it harder to pinpoint the true cause of your wins or losses,” he says.

Don’t try to “eyeball” an A/B test.

A/B test should be run with intention. Making quick changes and approaching results unscientifically can lead to incorrect conclusions.

“You might be tempted to run an informal A/B test by making a change and then casually paying attention to the responses that you get. This unscientific method can easily be skewed by factors outside your control (like seasonality or deliverability),” says del Principe. “It also leaves out a ton of valuable data, like open rate, click-through rate, unsubscribe rate, or sharing/forwarding rate.”

Instead, use an email marketing tool, like Marketing Hub or BuzzStream, to help you get a broader and more accurate understanding of your email performance.

Featured Resource

The Complete Guide to A/B Testing

3. Analyze your email marketing performance.

Once you’ve got your first few campaigns, it’s time to see how they’re performing.

By diving into your email marketing analytics, you’ll be able to make better decisions that will help your business’s bottom line, resonate with your subscribers, readers, and customers, and justify your work to the rest of your company.

Here are the best ways to analyze the effectiveness of your email marketing campaigns.

4. Set email marketing KPIs.

There are four key metrics to pay attention to when evaluating the effectiveness of your email marketing campaign.

Deliverability measures the rate at which emails reach your intended subscribers’ inboxes.
Open rate is the percentage of people that open your email once it reaches their inbox.
Clickthrough rate (CTR) is the percentage of people that click on your CTAs.
Unsubscribes measures the number of people who opt out of your email list once they receive your email.

5. Adjust email components to improve results.

Many factors impact your KPIs, and it will take some experimentation and guesswork to figure out which tweaks to your emails will yield the biggest significance.

If you aren’t getting the desired numbers, try playing with these variables to improve your email results.

Deliverability

Ensure that you’re following best practices regarding spam filters.
Remove inactive people from your email list to keep only engaged subscribers.
Check which emails have bounced and remove those email addresses from your list.

Open Rate

Play with the language in your subject line to entice people to click on your email.
Adjust the time and day that you send your email to see what works best.

Clickthrough Rate (CTR)

Evaluate your offer to ensure that it provides value to your segmented list.
Rewrite your copy to make sure that it’s clear what you want the reader to do.
Try different CTAs, e.g., graphic versus Inline copy, bold versus subtle.

Unsubscribes

First, consider if this is a blessing in disguise, as uninterested parties are removing themselves from your list.
Regularly send an email to inactive subscribers on your list asking if they still want to be a part of it
Evaluate whether the email you sent is aligned with your brand.
Ensure you haven’t performed a bait-and-switch by promising one thing and delivering another.
Make sure your emails are providing value to your audience before trying to upsell.

6. Use an email marketing report template.

Once you’ve got some campaigns under your belt, it’s time to look at how they performed. Your data does no good if you can’t report it in an organized fashion.

An email marketing report is a spreadsheet where you can record your results in one place to help you make inferences from your KPIs and take action to improve them.

Here’s how you should organize your report.

Metrics

Total number of emails sent
Number of emails delivered
Deliverability Rate
Bounce Rate
Open Rate
Clickthrough Rate (CTR)
Click-to-open Rate (CTOR)
Unsubscribe Rate

Data

Subject line
Length of the email body
Offer
CTA (inline or graphic)
List segment(s)

Questions To Ask:

Was your deliverability rate high in comparison to previous periods?
How did your CTR compare to your open rate?
Were your unsubscribe numbers consistent with other emails?
Did a certain subject line perform better than others?
Does the length of the email make a difference in CTR?
Could another style of CTA perform better?
Was the offer appropriate for the list segment?

Email Regulations You Should Know

Email regulations are important to follow as they regulate and protect consumers’ desires to know how and why their information is being used.

If there’s anything we care about, it’s complying with what our customers—or potential customers—want.

There are a few key ones that you should understand:

1. CAN-SPAM Compliance

Technically, CAN-SPAM is an acronym for Controlling the Assault of Non-Solicited Pornography and Marketing (because sometimes the two go together).

In practice, it’s a way to protect your subscribers’ right to only receive emails that they’ve requested.

The law was passed in 2003 and applies to any commercial emails used for business purposes.

Here are the ways to ensure that your emails are CAN-SPAM compliant:

Include your company name and address in every email.
Place visible unsubscribe links within your emails.
Use real email addresses in the “From” and “Reply to” fields.
Write subject lines that indicate the contents of the email.

Please note: This is not to be confused with legal advice. See the FTC’s site for more specific legal information regarding CAN-SPAM laws.

2. GDPR Compliance

While some may view these newly implemented email regulations as burdensome and unnecessary, General Data Protection Regulation (GDPR) moves us closer to building long-lasting, trusting customer relationships.

GDPR is about giving your customers the right to choose. They choose your emails. They decide to hear from you. They choose your products. And that is exactly what inbound marketing is about.

It is important to note that GDPR only applies to businesses operating in the European Union and businesses that market to EU citizens.

Noncompliance will result in significant fees that aren’t worth the risk, so make sure to read the GDPR guidelines entirely.

Here’s an overview of how you can comply with GDPR laws:

Use precise language when requesting consent to store personal information.
Only collect contact data that is necessary for and relevant to your business.
Store contact data securely and only use it for the agreed-upon purpose.
Retain data for justifiable business purposes only.
Delete contact data on request.
Make it easy for contacts to unsubscribe from your list or update their preferences.
Comply promptly with a contact’s request for access to their data.
Keep company records to prove GDPR compliance.

These regulations will be taken seriously (as they should), so it’s a good idea to create a GDPR strategy for your business before sending emails.

3. Avoid Spam Filters

You spend time creating the perfect email and adhering to regulations, so the last thing you want is to end up in a spam folder.

You’ll want to avoid the spam folder because:

It hurts your deliverability rates across the board.
Your contacts will likely miss all of your emails.
You won’t be able to measure your email marketing effectiveness accurately.
Your analytics will be skewed.

You can avoid being deduced to spam with the following.

Get whitelisted.

A whitelist is a list of approved senders that can reach the subscriber’s inbox. The easiest way to accomplish this is to have your new subscriber add your email address to their address book.

Include directions on how to do this in your welcome email.

Mind your copy.

Avoid using all caps and multiple exclamation points, as well as spam trigger words, like “opt-in,” “click below,” and “order,” that are easily detected and marked down by Internet Service Providers (ISPs).

Use a reliable email service provider.

Your email service provider’s reputation affects your deliverability, so stick to established, well-known companies.

Implement a double opt-in.

Once someone opts in to your email list, send an email asking them to confirm. This ensures that your new subscriber is genuinely interested in your emails and will likely be more engaged.

(Check out more ways you can avoid the spam filter.)

And last but certainly not least, you need to consistently measure the success of your email marketing efforts. There are a number of options you can choose from when it comes to your business’s email marketing analytics.

Email Marketing Tips

While you probably don’t think twice about the formatting or subject line of an email you send to a friend, email marketing requires a lot more consideration.

Everything from the time you send your email to the devices on which your email could be opened matters.

Your goal with every email is to generate more leads, which makes crafting a marketing email a more involved process than other emails you’ve written.

Let’s touch on the components of a successful marketing email:

Copy: The copy in the body of your email should be consistent with your voice and stick to only one topic.

Images: Choose images that are optimized for all devices, eye-catching, and relevant.

CTA: Your call-to-action should lead to a relevant offer and stand out from the rest of the email.

Timing: Based on a study that observed response rates of 20 million emails, Tuesday at 11 AM ET is the best day and time to send your email.

Responsiveness: 55% of emails are opened on mobile. Your email should, therefore, be optimized for this as well as all other devices.

Personalization: Write every email like you’re sending it to a friend. Be personable and address your reader in a familiar tone.

Subject Line: Use clear, actionable, enticing language that is personalized and aligned with the body of the email.

Featured Resource

100 Email Subject Lines We Actually Clicked

Personalize your email marketing.

“Personalization isn’t just about adding a contact’s name to the subject line anymore but is all about creating personalized experiences that demonstrate you understand them and have insider knowledge about how they can use your products to succeed,” Aleia Walker, growth marketing manager at HubSpot.

Now that you know who you’re emailing and what’s important to them, sending emails with personalized touches will be much easier.

Sure, you’re speaking to 100+ people at one time, but your leads don’t need to know it.

A 2021 report by Litmus revealed that 80% of customers are more likely to make a purchase from a brand that provides personalized experiences.

To really drive this point home, consider this: Personalized emails have higher open rates. In addition, 83% of customers are willing to share their data to create a more personalized experience.

You’ve gathered all this unique data. Your email marketing software allows for personalization tokens. You have no excuse for sending generic emails that don’t make your leads feel special.

“It’s more impactful to base email personalization on two or three factors instead of just what a contact is engaging with on your side,” Walker says.

Walker suggests, “Consider personalizing emails based on what you know about your contact, such as their location, industry, employee size, etc., alongside how they engage with your content.”

Here are a few ways to personalize your emails:

Add a first name field in your subject line and/or greeting.
Include region-specific information when appropriate.
Send content that is relevant to your lead’s lifecycle stage.
Only send emails that pertain to the last engagement a lead has had with your brand.
Write about relevant and/or personal events, like region-specific holidays or birthdays.
End your emails with a personal signature from a human (not your company).
Use a relevant call-to-action to an offer that the reader will find useful.

6. Use email marketing templates.

Email marketing templates — like these ones from HubSpot — are another great resource to help you with your email marketing.

Unless you’re a designer and developer, on top of being a skilled marketer, templates will save you a ton of time — they take the design, coding, and UX-definition work out of crafting your emails.

Just one caveat: when making your selection, choose email templates that are proven to be effective.

The highest-quality templates come from the most reputable ESPs that have tested them against thousands of alternatives. So, stick with the professionals.

If you’re struggling with the above tips, HubSpot offers e-mail marketing tools to help personalize your marketing emails, optimize your emails with A/B testing, and create aesthetically pleasing emails using templates.

Furthermore, HubSpot’s Campaign Assistant uses AI technology to generate copy for marketing emails.

Beginning Email Marketing

While there are many rules to sending a marketing email, the most important is this: Treat the reader on the other end like you’re writing to a friend.

You can achieve all of your email marketing goals if you keep this golden rule top of mind in every autoresponder, lead magnet, and subject line.

And remember, the more you help your subscribers, the more they will want to hear from you and look forward to opening emails that you send.

Editor’s note: This post was originally published in 2019 and has been updated for comprehensiveness.

B2B

16 Grants for LGBTQ+ Owned Businesses and Entrepreneurs

i4lead Jun 28, 2023

Welcome to Breaking the Blueprint — a blog series that dives into the unique business challenges and opportunities of underrepresented business owners and entrepreneurs. Learn how they’ve grown or scaled their businesses, explored entrepreneurial ventures within their companies, or created side hustles, and how their stories can inspire and inform your own success.

Small businesses are the lifeblood of America, and those owned by LGBTQ+ entrepreneurs make a hugely positive impact. According to a 2022 report by the NLGCC, National LGBT Chamber of Commerce, LGBTQ-owned businesses contribute over $1.7 trillion to the U.S. economy and support over 33,000 jobs annually.

But as any entrepreneur knows, starting and growing a small business is not just hard work, but it can be expensive. Startup and growth costs are especially challenging for business owners in marginalized populations, such as the LGBTQ+ community, who face higher levels of financial insecurity and fewer resources than their peers.

Fortunately, LGBTQ+ entrepreneurs can apply for grants specific to their community, or grants that are known to be inclusive of them. If you want to fund your LGBTQ+ small business with a grant, check out the list below.

Grants for LGBTQ+ Owned Businesses and Entrepreneurs

Small business owners commonly fund their ventures with loans, credit cards, lines of credit, and/or investors, but all require repayment, potentially with steep interest fees. While grants are harder to obtain, they’re coveted since the money is gifted and doesn’t have to be repaid.

Grants are offered by a range of entities, including the government, nonprofit organizations, philanthropic foundations, and corporations. They each have their criteria for awarding grants to a select number of businesses or organizations.

1. StartOut

While not quite a typical grant, this membership organization is for LGBTQ entrepreneurs. They offer exclusive networking opportunities, skills training, and mentorship. Members also get access to an investor portal with over 500 investors looking to help finance LGBTQ business owners.

Start Out also has a growth lab, described as the country’s only dedicated LGBTQ accelerator program. StartOut hosts many events, online and in person, and their annual Equity Summit features sessions on funding your business with grants.

Due Date: June 30th, 2023

2. TRANSFORM Business Grant

The TRANSFORM Business grant supports individuals in systematically oppressed groups making a social impact. It’s a microgrant of $1,000 and also includes a customized, year-long business strategy and development program, and preference is given to those in financial need.

Due Date: July – August 2023

3. Queer to Stay

Queer to Stay uplifts LGBTQ+ small businesses and provides the resources they need to operate and continue making an impact. It offers 65+ grants to small, LGBTQ+-owned businesses across the U.S.

Due Date: August 31st, 2023

4. Astraea Foundation

Most grants this foundation awards focus on supporting non-profit and community organizations created by lesbian, trans, intersex, and LGBTQI groups.

Its U.S. fund is a yearly program that supports projects that further the liberation of LGBTQ+ individuals. It accepts proposals from organizations supporting climate justice and disaster resilience for queer, trans, and intersex communities in the U.S. and organizations looking to create long-term, affordable, and sustainable housing for BIPOC LGBTQ+ people in the U.S. South.

Due Date: Accepting proposals as of June 2023

5. Ford Foundation

The Ford Foundation gives out around 1,500 grants annually to support social justice and address inequality in all forms, including a focus area on gender, racial, and ethnic justice.

The foundation identifies most recipients themselves, but they do welcome proposals. A quick search for “LGBTQ” under their recent grantees shows many recipients working in the community, and their website emphasizes supporting the LGBTQ+ population. It’s currently running two grants programs:

JustFilms: Supports film and media storytelling projects that explore different aspects of inequality.
Good Neighbor Committee: Supports New York-based organizations that contribute to improving and uplifting local communities.

Due Date: Accepting proposals as of June 2023

6. National Pride Grant

Founders First CDC, which doles out various grants, launched its inaugural Pride Grant for LGBTQIA+ Small Businesses in 2023 to increase businesses led by diverse founders; the grant will give $25,000 in grant packages each to 25 LGBTQ-led US businesses.

Due Date: Check back for the 2024 deadline

7. NLGCC Community Impact Grant Program

The National LGBT Chamber of Commerce partners with food delivery business Grubhub for an annual grant program. It offers grants between $10,000 to $25,000 for LGBTQ-owned or allied businesses in the food and beverage industry.

Due Date: Check back for the 2024 deadline

8. Borealis Philanthropy

Borealis Philanthropy manages several funds that give grants, two geared toward the LGBTQ+ community. The Fund for Trans Generations supports leaders and organizations working to improve all aspects of life for trans and nonbinary people, and funding is available year-round. It also has the Emerging LGBTQ+ Leaders of Color grant, which funds queer and trans leaders of color under age 40 in inclusivity and social justice work.

Due Date: Check back for the 2024 deadline

9. SoGal Black Founder Startup Grant

Black business founders who self-identify as women or non-binary can apply for these grants to remove barriers to capital. Grants range between $5,000 and $10,000 and are given to legally registered businesses to help them scale. Applications are accepted on a rolling basis.

Due Date: Check back for the 2024 deadline

General Business Grants

There are loads of other small business grants available that aren’t exclusive to the LGBTQ+ community, but may be a good fit. Here are a few to get you started:

Grants.gov is the central hub for federal grants. Thousands of grant programs are listed in the website’s database, and you can search by keyword. You’ll be able to find grants specifically for those in minority communities, or those that are open to anyone but put a preference on minority applicants. Make sure when searching grants that you check eligibility requirements carefully, as some are only for non-profit or government organizations.
The Comcast Rise Grant program originally focused on small business owners of color or women in designated US cities. It’s now open to all small businesses, but their emphasis remains on supporting diversity, equity and inclusion, so LGBTQ+ entrepreneurs — especially those with intersectionalities in other minority groups — may have a better shot.
Women Who Tech gives out grants to female-founded or women-focused startups. They have several programs and challenges that grant funding for innovation in technology, so LGBTQ+ business owners who identify as female may want to apply for their grants.

Many businesses are also dedicated to helping LGTBQ+ business owners find the capital they need. Here are some examples:

iFundWomen offers coaching, networking, and training. It also offers crowdfunding focused on queer-owned businesses and their campaigns.
Pipeline Angels is an angel investor firm that supports transgender women, cisgender women, nonbinary, two-spirit, and GNC founders.
Loud Capital is a venture capital firm of diverse founders that invests in businesses owned by diverse founders.
Gaingels facilitates venture capital investing through an ecosystem of investors who offer capital to startups and companies run by LGBTQ+ entrepreneurs.

Over to You

Starting and scaling a successful small business can be incredibly rewarding, but the reality is that it’s often exhausting and expensive — especially for LGBTQ entrepreneurs, who already face challenges such as discrimination and wage gaps. As you explore your funding options, make sure to include grants in the mix — the fact that they don’t require repayment can save you heaps of money.

B2B

How to Perfect Your Resume Headline (+Examples)

i4lead Jun 28, 2023

Picture this: A busy hiring manager is sifting through dozens, if not hundreds, of resumes. How can you make yours stand out in a sea of sameness? Enter the resume headline, your secret weapon to grab their attention and keep them hooked.

In this comprehensive guide, we’ll share everything you need to know about resume headlines, from what they are to how to craft the perfect one. We’ll also discuss 25+ examples and dive into what makes each shine.

Whether you’re a fresh-faced graduate or a seasoned expert, this step-by-step guide will help you create a winning headline that sets you apart from the competition. So, buckle up and get ready to elevate your job search with the best resume headlines.

Table of Contents

What are resume headlines?

A resume headline, or a resume title or summary, is a brief, eye-catching phrase placed at the top of your resume, right below your name and contact information.

It serves as a powerful introduction to your resume, highlighting your most relevant skills, experiences, and accomplishments concisely. Think of it as your personal tagline or an elevator pitch that quickly and effectively communicates your unique value proposition to potential employers.

Resume headlines play a crucial role in capturing the attention of hiring managers and setting the tone for the rest of your resume. A good resume headline entices the reader to learn more about you, ultimately increasing the chances of securing an interview.

In a competitive job market, having a strong and memorable one-liner as a resume headline can make all the difference in setting you apart from other candidates.

Not sure how to get started with crafting your resume? Check out our collection of resume templates.

Why Resume Headlines Matter

In today’s fast-paced job market, hiring managers often take only six to seven seconds to scan each resume before deciding whether to move forward with a candidate.

That’s where resume headlines come in, making a powerful first impression and conveying your most valuable qualifications right off the bat.

They can even stand out from the pile of resumes within a company’s applicant tracking system, which about 75% of companies use.

After perfecting your headline, it’s time to write your full resume. Ready to get started? Check out our resume tips to help you land that job, with advice directly from experienced recruiters.

Benefits of Resume Headlines

Here are some key benefits of using a resume headline.

Resume Headline Benefits. Headlines grab attention. Headlines showcase your unique value. Headlines save time for the hiring manager. Headlines set you apart from other candidates. Headlines increase your resume's effectiveness.

1. Headlines grab attention.

A well-written resume headline immediately catches the eye of a hiring manager, setting the stage for the rest of your resume.

Clearly stating your value proposition encourages the reader to explore your resume in greater detail.

2. Headlines showcase your unique value.

Your resume headline allows you to highlight your most relevant skills, experiences, and accomplishments tailored to the specific job you’re applying for.

This targeted approach demonstrates that you’ve carefully considered the employer’s needs and how you can address them.

3. Headlines save time for the hiring manager.

With a concise and compelling resume headline, you make it easy for hiring managers to quickly identify your strengths and qualifications.

This efficiency is crucial when they have limited time to review a large volume of resumes.

4. Headlines set you apart from other candidates.

A well-crafted resume headline distinguishes you from other applicants by showcasing your unique selling points.

In a competitive job market, standing out from the crowd is essential to securing interviews and ultimately landing the job.

5. Headlines increase your resume’s effectiveness.

With such a short window of opportunity, an impactful resume headline can significantly increase the chances of your resume being noticed and retained in the hiring manager’s mind.

How to Write a Resume Headline

Crafting the perfect resume headline requires a thoughtful and targeted approach.

By following these steps, you’ll be well on your way to creating a compelling and attention-grabbing headline that sets you apart from the competition.

Writing a Resume Headline. Understand the job requirements. Identify your unique selling points. Be concise and specific. Use keywords and strong action verbs. Edit and refine.

Understand the job requirements.

Before writing your resume headline, carefully review the job description and list the most important skills, qualifications, and experiences required for the position.

This will help you tailor your headline to the employer’s specific needs and demonstrate that you’re the right fit for the job.

Identify your unique selling points.

Take a moment to reflect on your professional background and identify your key strengths, accomplishments, and relevant experiences to the job.

Consider what makes you stand out from other candidates and how your unique selling points align with the employer’s needs.

Be concise and specific.

Aim to keep your resume headline brief, ideally between 5 to 15 words. Focus on the most relevant and impactful information, and avoid using cliches or generic phrases.

Specificity is key — use numbers, percentages, or other concrete details to quantify your achievements whenever possible.

Use keywords and strong action verbs.

Begin your resume headline with a strong action verb that highlights your skills and accomplishments, such as “managed,” “developed,” or “achieved.”

Incorporate relevant keywords from the job description to showcase your familiarity with the industry and the specific role.

Edit and refine.

Once you’ve drafted your resume headline, take a step back and review it with a critical eye. Edit and refine your headline to ensure it’s concise, clear, and free of any spelling or grammatical errors.

Ask for feedback from a trusted friend or colleague to ensure your headline effectively conveys your unique value proposition.

Resume Headline Examples

Now that you have a solid understanding of how to write a resume headline, let’s explore real-life examples that showcase the principles we’ve discussed.

These examples of resume headlines span industries and levels of experience, and they all do a great job of grabbing the hiring manager’s attention.

Note how each headline is tailored to the job and emphasizes the candidate’s strengths, accomplishments, and work experience.

Entry-level Resume Headline Examples

1. Enthusiastic Marketing Graduate with a Strong Academic Background in Digital Advertising

Best for: Marketing graduates seeking entry-level roles

What we like: A few vivid adjectives ending with a focus on the applicant’s background make this headline upbeat.

2. Detail-Oriented Finance Major with Internship Experience at Top Investment Firm

Best for: Finance students pursuing roles in the financial sector

What we like: This headline captures a key characteristic of the applicant and highlights their most important experience to date.

3. Driven Sales Associate with Proven Track Record in Customer Satisfaction and Retention

Best for: Recent graduates pursuing sales roles

What we like: The claim to a “proven track record” directs hiring managers to scan the rest of the resume to find said track record.

Mid-level Professional Resume Headline Examples

4. Experienced Project Manager with a 90% On-Time Delivery Record

Best for: Professionals with project management experience seeking a leadership role

What we like: Including the record percentage provides a concrete metric for hiring managers to consider.

5. Certified Software Engineer Specializing in Full Stack Development and Agile Methodologies

Best for: Software engineers looking to showcase their technical expertise

What we like: This headline names specific areas of specialization, highlighting exactly what this candidate offers.

6. Bilingual HR Specialist with Expertise in Recruitment and Talent Management

Best for: HR professionals targeting roles in multicultural organizations

What we like: Naming a special skill, like being bilingual, immediately sets this candidate apart.

Senior-level Professional Resume Headline Examples

7. Visionary CMO with 10+ Years of Experience Driving Brand Growth and Revenue

Best for: Senior marketing professionals seeking executive roles

What we like: This headline specifies the number of years of experience, immediately giving the candidate credibility as a leader.

8. Award-Winning Sales Director with a History of Consistently Exceeding Sales Targets

Best for: Goal-oriented sales executives looking to showcase their achievements

What we like: These are big claims in the headline — and a great option if you can support them with evidence in the rest of your resume.

9. Innovative Product Manager with a Track Record of Successful Product Launches

Best for: Product managers with experience in bringing new products to the market

What we like: The adjective at the beginning, “innovative,” pairs nicely with the action of “successful product launches.”

Technology and Engineering Resume Headline Examples

10. Certified Data Analyst with Expertise in SQL, Python, and Tableau

Best for: Data analysts seeking roles in data-driven organizations

What we like: Naming the candidate’s specific expertise immediately lets recruiters know if the candidate is fit for the job.

11. Civil Engineer Specializing in Infrastructure Development and Sustainable Design

Best for: Civil engineers targeting roles in environmentally-conscious firms

What we like: Highlighting specific areas allows the recruiter to know whether they want to keep reading or not.

12. Cybersecurity Expert with 5+ Years of Experience Protecting Enterprise Networks

Best for: IT professionals focusing on cybersecurity

What we like: This headline emphasizes the candidate’s area of experience, likely because they’re looking for another job with an enterprise network.

Healthcare and Sciences Resume Headline Examples

13. Registered Nurse with 7 Years of Experience in Critical Care and Emergency Medicine

Best for: Experienced nurses targeting specialized healthcare roles

What we like: Putting the number of years in the headline saves the recruiter the time of calculating years of experience based on the dates listed in the resume.

14. Pharmaceutical Sales Representative with a Proven Record of Increasing Market Share

Best for: Sales professionals in the pharmaceutical industry

What we like: This headline is simple and direct.

15. Environmental Scientist Specializing in Climate Change Mitigation and Policy Development

Best for: Scientists pursuing roles in environmental research and policy

What we like: The word “specializing” can be used for candidates with experience in their area or those who are just starting out but focused their studies on that particular topic.

Education and Training Resume Headline Examples

16. Passionate Elementary School Teacher with 10 Years of Experience Fostering Student Success

Best for: Educators seeking roles in primary education

What we like: “Student success” is a great general phrase that captures what good teachers do best, which can be elaborated on in the resume below.

17. Corporate Trainer with a Focus on Leadership Development and Employee Engagement

Best for: Professionals in organizational development and training

What we like: Providing the focus gives the hiring agent a better idea of the candidate’s experience than simply the job title.

18. Instructional Designer with a Track Record of Creating Engaging eLearning Content

Best for: Instructional designers targeting roles in online learning

What we like: This headline focuses on the accomplishments of the candidate.

Creative and Media Resume Headline Examples

19. Art Director with a Portfolio of Award-Winning Campaigns for Global Brands

Best for: Creative professionals in advertising and design

What we like: “Award-winning” and “global brands” are attention-grabbing words that are sure to intrigue a hiring manager to read on.

20. Social Media Strategist with a History of Boosting Brand Awareness and Engagement

Best for: Social media specialists targeting roles in marketing

What we like: Modest and to the point, this headline simply states what the candidate has accomplished and implies what they can do in their next job.

21. Seasoned Journalist with a Passion for Investigative Reporting and Multimedia Storytelling

Best for: Journalists seeking roles in news organizations

What we like: “Seasoned” nicely implies experience without listing the number of years, while the two stated passions strongly describe this candidate.

Business and Finance Resume Headline Examples

22. Certified Public Accountant with a Strong Background in Financial Analysis and Reporting

Best for: Accounting professionals targeting roles in finance

What we like: This headline succinctly lists the candidate’s qualifications and background.

23. Operations Manager with 8 Years of Experience in Streamlining Processes and Reducing Costs

Best for: Professionals with operations management experience seeking leadership roles

What we like: Operations managers do lots of things, so emphasizing two key areas helps recruiters get to know this candidate better quickly.

24. Supply Chain Expert with a Track Record of Improving Efficiency and Reducing Lead Times

Best for: Professionals in logistics and supply chain management

What we like: Improving efficiency and reducing lead times are essential parts of this job, so listing them upfront is a good idea.

Customer Service and Retail Resume Headline Examples

25. Customer Service Manager Committed to Enhancing the Customer Experience and Building Loyalty

Best for: Customer service professionals targeting managerial roles

What we like: “Committed” is another flexible word that a seasoned or aspiring manager can use to share their values in their headline.

26. Retail Store Manager with a History of Increasing Sales and Reducing Employee Turnover

Best for: Retail professionals seeking store management positions

What we like: You’d expect a successful retail manager to increase sales, but this headline also shares another important achievement: reducing employee turnover. Be sure to highlight what you have done and what you can do in your next position.

27. Hospitality Professional with 5+ Years of Experience in Event Planning and Coordination

Best for: Professionals in the hospitality industry targeting event planning roles

What we like: Years of experience make this headline stand out.

Sealing the Deal With an Effective Resume Headline

In a competitive job market, the power of a captivating resume headline can’t be overstated. By following this step-by-step guide, you’ll be well-equipped to create a headline that grabs attention and highlight your unique strengths.

Remember to tailor your headline to the specific job requirements, showcase your unique selling points, and maintain a concise, clear, and impactful style.

With a winning resume headline, you’ll capture the interest of hiring managers and increase your chances of securing your dream job.

So, go ahead and perfect that headline — your future self will thank you!

B2B

B2B Lead Generation: The Best Campaigns for Every Channel

i4lead Jun 28, 2023

19% of marketers say generating leads is their top goal in 2023.

However, building an effective lead generation strategy is often easier said than done. To do it right, you need an in-depth understanding of tried-and-tested channels.

In this post, you’ll gain insights into each major channel for B2B lead generation, including social media, PPC, blogging, and email. Best of all, you’ll learn effective strategies and impressive real-world examples for each.

Let’s dive in.

What is B2B lead generation?

B2B lead generation is the process of bringing prospective customers to your organization. These leads should be potential buyers who would benefit from your business’ product or service.

The types of leads generated vary by campaign and marketing platform. Disciplined B2B marketers understand the different dynamics, budgets, and expectations typical of each lead generation channel.

Learn more about B2B lead generation in the video below.

Social Media Marketing Strategies

Social media is a critical component of B2B marketing. In fact, 36% of B2B marketers determine which social media platforms to leverage based on their lead generation potential.

Here are the most popular social media channels for B2B marketers:

Social media b2b lead gen

Here’s how your team can perfect your social media strategy.

What is the conversion rate of social media?

While there’s no single answer for B2B social media conversion rates, there are some calculated assumptions you can use to gauge efficacy. For B2B companies, social media conversion rates fall around 1.55% on average, according to 2021 research from Ruler Analytics.

Best B2B Lead Generation Strategies Rule Analytics Conversion Rates

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While social media is an important means of generating leads, these platforms have a lower conversion rate compared to other B2B digital channels. Ruler Analytics found that social media had the lowest average conversion rate for B2B companies when compared to paid marketing, organic search, email marketing, and referrals.

Remember: Social media is an important channel for top-of-the-funnel awareness. Even if you see higher conversion rates elsewhere, social media can keep your brand top-of-mind for potential buyers.

To increase conversion rates, focus on promoting helpful content behind lead capture forms. For example, you might promote a downloadable ebook to capture quality leads with an initial offer.

There are two main channels you should focus on:

LinkedIn Ads.
Facebook Lead Ad.

Let’s dive into each of these primary B2B social media channels now.

LinkedIn Ads

It’s no surprise that LinkedIn, the go-to B2B social network, has above-the-board figures when it comes to social media conversion. In fact, 38% of B2B marketers leverage LinkedIn.

B2b lead gen LinkedIn (1)

However, investing your energy in a channel with high engagement rates doesn’t automatically guarantee success. On LinkedIn, you must:

Target your audience based on buyer persona.
Make sure your ads have a newsworthy, topical angle.
Continuously test CTAs, images, and copy.

Pro tip: LinkedIn can be a helpful platform to display social proof. Consider sharing testimonials or case studies. Potential customers can then see which brands in their network you’ve already helped with your offering.

You can learn more about the nitty-gritty of LinkedIn Ad strategies from this LinkedIn-HubSpot 2-week free course.

Facebook Lead Ads

More than half (58%) of B2B marketers leverage Facebook. Using Facebook lead ads in your marketing strategy can help you navigate the shift to mobile.

Facebook lead ads allow your prospects to sign up for offers inside a mobile interface. These ads also allow you to generate leads generation inside the world’s largest social media channel.

Designed to be both targeted to your audience and highly customizable, Meta launched this service in 2015. Customers can now sign up for your offer in just two taps, without leaving the social network.

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Remember: Facebook lead ads aren’t designed to replace your landing pages. While Facebook Lead Ad helps you capture leads inside Facebook, your landing pages are still necessary for capturing leads from organic search and PPC.

For more details, check out this step-by-step procedure on how to create Facebook Lead Ads.

Tip for Running Great Social Media Lead Generation Campaigns

Case 1. Using Scarcity and Exclusivity

When we believe something is in short supply, we’re willing to pay a premium for it. This is known as the scarcity principle.

Virgin Active South Africa used scarcity (a limited-time offer) to increase the value of their offer. Their slogan — “Is summer ready for you?” — rings of seasonality. The question, along with the related offer, is only for the summer season.

What we like: In addition to seasonal messaging, the accompanying image emphasizes summer fun. The key messages and CTAs are also clearly highlighted.

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Case 2. Giving Before You Get

DigitalMarketer doesn’t sell — it gives something valuable away for free. That’s a compelling deal. By creating a clear value proposition, leads are more likely to share information with DigitalMarketer.

Their image amplifies the message and the CTA is clear but subtle. DigitalMarketer hooks leads through the law of reciprocity, which makes users feel they should return the favor through a later engagement.

DigitalMarketer Top Performing Facebook Lead Ad B2B Lead Generation Best Practices

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What we love: Digital Marketer’s copy emphasizes how templates can both save time and generate sales. Find ways to demonstrate your value ad to entice leads to your offering.

Case 3. Finding the Right CTA

Your call-to-action should be enticing and tell readers exactly what will happen when they click. The phrase “Book Now” creates a sense of urgency. The viewer feels like they should book their ticket for the Van Gogh event before time runs out.

best b2b lead generation example, Van Gogh Sacramento

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What we love: This ad describes the art installation in the text and shows the experience visually. The viewer can picture the experience in their head when they click “Book Now.”

PPC Lead Generation Strategies

Pay-per-click (PPC) lead generation campaigns focus on a wide range of paid advertising platforms — the most popular being Google AdWords and Display Network. However, you’ll find a wide range of PPC lead generation options outside of Google, including:

B2B review directories or comparison sites.
Trade media display ads.
Social media advertising.
Affiliate marketing.

What is the conversion rate in PPC lead generation?

Adwords conversion rates fall around 2.41% for B2B companies, according to 2021 data from WordStream. Meanwhile, display conversion is averaged at 0.77%. However, rates vary depending on your industry.

It’s important to know your industry benchmarks. A good starting point is to ask each PPC vendor for their average conversion ratio across the board. This lets you evaluate your campaign results better.

Should PPC replace organic marketing? No — they complement each other. For instance, many high-value keyword searches have only PPC ads above the fold like this.

B2B lead generation best practices Google search for “best small business accounting software”

In other words, even if you have a good organic ranking, it may be buried under PPC ads.

An Example of an Efficient PPC Lead Generation Channel

Among the PPC platforms mentioned above, B2B review directories and comparison sites can provide a uniquely fresh lead source. Other PPC channels are likely already saturated by big players in your space, the ones with deep pockets.

For instance, in SaaS, a highly competitive industry across verticals, AdWords bidding is highly competitive. To win, you’ll need to target a lot of relevant keywords. Sometimes competitors even bid for keywords against your own brand — like this example, where Netsuite ranks higher for “Intuit Accounting.”

B2B lead generation best practices Google search for “intuit accounting”

For many SaaS startups and SMBs, having another lead source like B2B review sites provides the option to meet and even surpass monthly lead quotas.

Let’s take a closer look at which popular marketing tools are used for lead generation by such sites. For example, here’s what FinancesOnline, one of the top software review platforms, offers:

Lead generation campaigns: The review site can link directly to a vendor’s sign-up landing page, encouraging people who read your review to try out your free trial next. These campaigns can generate as much as a 24 % conversion rate.
Premium placement: In an increasingly commodified SaaS category, like a CRM where features are more standardized than unique, being included in a premium placement can make or break your sales opportunity. You have a much higher chance of attracting new leads if you’re listed among the most popular solutions, as prospects will usually only try out a few products. Make sure you get on such a list, because your competitors are probably already there.
Industry awards: When buyers are comparing your product to your closest competitors, having your product stand out thanks to a featured quality award can have a critical impact on your sales. FinancesOnline, like many other review platforms, can give your product an edge with such awards.

B2B lead generation best practices FinancesOnline SaaS directory help desk software

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Look for a third-party online marketplace in your industry, and get in touch with these intermediaries to ensure your product is listed.

Blogging Lead Generation Strategies

Blogging is at the core of content marketing. This strategy focuses on creating content that is interesting or valuable to your defined audience. The goal is to attract and sustain online engagement for leads down the road.

A lot has been said about the benefits of business blogging. Let’s reiterate the major benefits.

You can drive traffic to your website. With the right SEO planning, your blog gives you search presence, linking you to keywords relevant to prospects. Every blog post you write is one additional indexed page that helps get your content on Google.
You can convert traffic to leads. A well-placed CTA in a compelling blog post can direct prospects to your landing page for leads.
You can gain repeat business. A blog can delight existing customers with fresh content for repeat business or referrals.

Blogging also establishes niche authority and places prospects within your sphere of influence. Blogging is a large part of the HubSpot Strategy. Just search “inbound marketing” or its derivatives, and you’ll come across HubSpot consistently.

B2B lead generation best practices Google search “what is inbound marketing”

How effective is blogging in the long run? At HubSpot, about 90% of the leads our marketing team generates each month come from blog posts that were published many months — or sometimes years — ago.

Which content types drive lead generation?

If you’re planning on just writing a blog or only working with video, you’re out of luck. Robust content marketing strategies use a variety of formats to engage their audiences. Video, blogs, and images are among the top media that marketers use.

Best B2B lead generation, top media formats marketers use

When building your content marketing strategy, consider including the following content.

Authoritative posts are blog posts about subjects you’re an expert in. Readers should leave understanding with a better understanding of the topic at hand.
Solid opinion pieces can help you spread brand awareness. However, this shouldn’t just be your ideas and thoughts. Persuading option pieces are backed by data and research.
Original research is commissioned for industry consumption. Focus on questions that have yet to be answered or data sets that need a refresh.
How-tos provide tips and tutorials to address prospects’ problems. By the end, they’ll have their issue resolved and you to thank.
Trending content can help you capitalize on popular topics. Have any headlines and trends been related to your business? Consider a blog post that connects the dots.
Infographics turn information into digestible visual bits for easy consumption. Encourage your audience to share these images where applicable.
Videos on the upswing in content marketing. In fact, 72% of prospects prefer to watch a video over reading about a product. If your company does not have video talent in-house, consider contracting a team to help you produce this content.

Remember: These content types are most effective when they align with your marketing goals. In short, the hard work is still on you — you have to develop topics that are lead magnets to your audience.

Examples of Great B2B Blogging Campaigns

Case 1: Running Your Blog Like a Media Pro

HubSpot is influential when it comes to inbound marketing. But it didn’t happen by accident — HubSpot’s marketing team works hard to run its blog as a media site with a full editorial calendar.

HubSpot’s blog publishes tips, listicles, ideas, inspiration, insights, reports, ebooks, white papers, videos, and more. All of this content relates to inbound methodology across its niche segments in marketing, sales, website, and service. The blog even outperforms entrenched business media like Forbes and CNN Money in SERPs about inbound marketing.

B2B lead generation best practices HubSpot blog

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Case 2: Knowing Your Audience

FreshBooks is clear about its target audience. In fact, the first step to having great content is to know your audience (your “Ideal Customer” personas). For FreshBooks, this means delivering “actionable insights into all aspects of running a small business.”

B2B lead generation best practices FreshBooks blog

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Case 3: Leveraging Thought Leaders

Have any die-hard supporters or thought leaders in your base? Have them put their insights and opinions about your industry in your blog posts.

Your thought leader should be writing regular posts to leverage SEO and brand association, both of which can result in more leads down the road.

Email Marketing Lead Generation Strategies

A staggering 90% of B2B marketers say email marketing is either very effective or somewhat effective for reaching their goals, according to 2022 HubSpot Blogs report.

Email is often the bridge between marketing automation and CRM, two cloud solutions most widely used by marketers today. The email opt-in is still the starting point of lead generation and email marketing is the core of lead nurturing.

The advent of automated lead scoring, predictive analytics, and AI algorithms only reinforces email marketing with laser-focused, personalized touches, and real-time delivery.

For instance, HubSpot users can automate their email campaigns and move their prospects further down the funnel to generate more leads. This doesn’t require any coding skills — in fact, it’s as simple as setting up certain triggers that will send your emails to the right leads at the right time. Take a look at the video below:

In short, email marketing is still one of your best tools to engage intent signals, distribute content, and deliver pitches.

What is the conversion rate of email marketing?

You’re looking at two variables when it comes to email marketing:

Open rate.
Click-through rate (CTR).

A GetResponse study puts the overall email open rate average at 82.20% and CTR at 21.69%. The report further divided the figures by location, with North America at a 23.53% open rate and 3.86% CTR.

By industry, internet marketing has a 14.97% open rate and 1.66% CTR, as of 2022.

Meanwhile, Marketing Insider Group puts email marketing conversion into another perspective: You earn $44 for every dollar spent on email marketing. The consensus is, yes, email marketing has one of the highest conversion rates, corroborating the DemandWave findings above.

Which factors influence email marketing conversion?

It takes creativity to brainstorm your content or offer, but with that aside, email marketing is more of a science. You can measure it, analyze it, and improve it. Here are the key factors that affect your email marketing conversion rates:

Value offers. You must have a lead magnet to attract email sign-ups, whether it’s value content, freebies, deals, or anything that is interesting to your audience.
Landing pages. Optimize these pages by having a clear offer of your lead magnet, compelling CTA, permission, and appealing visuals.
Email subject lines. Keep your subjects short, crisp, and compelling with clear benefits to the recipient.
Segmentation. Split your list into sublists for more targeted messages, which will allow you to increase your open and click-through rates.
Analytics. Run analytics to do regular clean-up of your lists and update it as necessary based on past recipient actions.

Examples of Great B2B Email Marketing Campaigns

Case 1: Storytelling

At its core, email marketing is about your message, and here’s where your skill in storytelling can weave magic into a bland topic like a business workshop, captivating the prospect’s interest.

Perry Marshall, the best-selling author of Ultimate Guide to Google AdWords, is a master of storytelling. He can hook seemingly unrelated subjects together, all leading to his value offer.

Perry Marshall good and bad habits, b2b lead generation storytelling best practices

Case 2: Use of Humor/Allegory

Email marketing favors the clever, and this message from Grammarly is a great example. To emphasize the benefit of spell-checking software, the email visually alludes to the alphabet. By turning the “A” into rocket exhaust, the brand emphasizes the importance and adventure of your grammar journey. Grammarly is witty and helps engage readers for those few critical seconds.

grammarly level up your writing email b2b best practices lead generation

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Remember: The use of humor is tricky and can backfire if executed poorly. Make sure any humor or allegory is something everyone can understand.

Case #3: Housekeeping

Email marketing isn’t all about the welcome — some goodbyes are in order, too. Cleaning up your list is one step toward qualifying leads for higher conversions down the funnel.

Framebridge makes sure its list is updated by sorting out inactive subscribers.

ReEngageEmailSubscribers b2b lead generation best practices

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Pro tip: Breakup emails like the one above are a great way to reengage folks on your list and clean out inactive emails.

The 10 Best Lead Generation Strategies

In this post, we’ve shared best practices for different types of lead generation. Below are best practices that work across channels. Put these best practices into action, and maximize your lead generation.

1. Target the right audience.

Know your buyer personas. In B2B, your audience could be different people in different departments. Often, you don’t have a single audience, but micro-audiences with varying interests and pain points.

2. Create lead magnets.

Develop content or offers that pique the interest of your target audience. The best lead magnets use NLP techniques in marketing, such as, clear, tangible benefit, urgency, exclusivity, social proof, authority, and immediate gratification.

3. Explore new lead channels.

Search, social media, and top media sites are unsurprisingly crowded with high-value sponsorships. You can, however, discover unique PPC channels and similar third-party marketplaces for your industry. Because these sites cater to your customers, they tend to have higher conversion rates and dominate high-value general organic search keywords.

4. Capture the right information.

The rule of thumb is to get only the most basic customer data at the initial stage (e.g., name and email address) and, as you work the lead down the pipeline, ask for a little more data.

5. Score, sort, and segment leads.

Not all leads are valuable and not all have the same value. Based on your metrics, run a lead scoring tool to sort leads into proper segments. This will let you target your micro-audiences with personalized messages and offers. Today’s marketing automation software, like HubSpot, are very powerful and can automate this important process.

6. Blog consistently.

Regularly posting content improves your SEO, authority, brand awareness, industry stickiness, and, generally, your web presence.

7. Integrate organic and PPC.

These two marketing channels complement each other. When executed together, they can fill in the gaps. For example, you can run paid search for any organic keywords for which you’re not ranking highly.

8. Benchmark your conversion rates.

Don’t be content with seeing your rates improve month-to-month or year-to-year. Compare them with the competition. That’s the true picture of your business’ competitiveness.

9. Automate.

The best marketing automation will put your lead generation into a workflow. The software can then capture leads from your campaign, score them, nurture them throughout the lead pipeline, and qualify them. Then, your leads will be ready for your sales team.

10. Go mobile.

Mobile marketing is the next battlefield for B2B leads. More business buyers are using their smartphones in the purchase journey. Make sure your forms, emails, websites, and ads are optimized for mobile.

Those are some of the best B2B lead generation campaigns and techniques at your fingertips. Apply or reapply these time-tested techniques and share with us how much they improve your lead volume.

B2B

10 How-To Videos That Really Work (And Why)

i4lead Jun 28, 2023

How-to videos are an especially compelling way to learn how to do something online because the video shows you exactly how to do it.

We found that of the 91.9% of internet users who enjoy watching videos, 31.3% want how-to videos, and 29.8% want educational videos.

In this post, we’ll explain why how-to videos are so popular and include 10 examples to inspire your next video marketing campaign.

How-to Video Searches Are Popular

How-to Video Examples

Best How-to Videos

How-To Video Searches Are Popular

As mentioned, how-to videos are popular because they visually show users how to complete tasks. However, it’s not just consumers who benefit from how-to videos.

How-to videos are an excellent way to establish your brand as an expert in its industry, and they can demonstrate the unique features of your product or service.

According to WyzOwl’s 2023 Video Marketing Statistics Report, 96% of video marketers say video has increased users’ understanding of their product or service.

Furthermore, 87% of video marketers say that video has increased traffic to their website, and 80% say video has directly increased sales.

How-to Video Examples

Below are five great how-to videos, and you can apply these to your own videos.

1. How to Do Push-Ups

If you’re anything like me and lack upper body strength, you’ve likely struggled to do a push-up. Fortunately, Hybrid Calisthnecis posts videos showing how viewers can work up to different exercises, including push-ups.

This how-to video breaks down the different ways to work up to a push-up and provides solutions to some of the issues viewers may face, such as wrist pain.

When creating a how-to video for your brand, be proactive and consider the different struggles consumers may encounter when learning to do something. Make sure your video provides solutions.

Another takeaway from this video is its title, “You CAN do pushups, my friend!” When naming your videos, you don’t have to stick to the traditional “How to ___” format.

Be bold and think outside the box while still formatting your videos to be SEO-friendly.

2. How to Prep Your Skin for Non-Cakey Foundation Application

Remember, how-to videos are exceptional at providing information about your product or service.

For example, makeup brand Fenty Beauty posts videos showing viewers how their products can achieve different looks or solve common problems.

For example, cakey foundation application is a typical concern for many makeup users. The video below shows viewers how to prep their skin to avoid the problem with Fenty products.

Think of a problem your audience may often face. Create a how-to video showing your audience how products or services solve the issue.

3. How to Learn Python Fast with ChatGPT

This video by data scientist Sundas Khalid shows viewers how to learn coding language using ChatGPT.

The main takeaway from this video is how Sundas uses very plain, easy-to-follow language to describe something that may initially sound daunting and complicated.

She also uses emojis, stock images, and screen recordings of her using ChatGPT to help viewers further visualize the task.

When creating a how-to video, avoid using jargon or complex language — and use imagery to illustrate your point better.

4. How to Grow on Instagram from 0

In this how-to video, content creator Jade Beason explains how to grow your Instagram channel from scratch, going from zero followers to 10,000.

This video is excellent for people early in their Instagram marketing or creator journey and provides comprehensive steps to reaching their goals.

In your how-to video, think of consumers new to your niche who have no idea where to start. Think about creating a how-to video for them and how you can break down the task into simple steps they can follow.

5. How to Increase Your Reels Views

Again, you don’t have to be married to the “How to ____” title format. In fact, it can be helpful for your viewers to know they’ll get the information they need in a few tips or steps. Take the video below as an example.

Content creator Modern Millie gives five tips on increasing your Reels’ views.

Best How-to Videos

Below are some of the best how-to videos to think about in your marketing campaign.

6. How to Make Chocolate Ice Cream Bars

You Suck at Cooking is a channel that shows people how to cook different meals and snacks in a very unconventional way. Its videos feature absurd humor, random skits, funny musical breaks, and the creator’s unique personality.

Your how-to videos don’t always have to be clinical and boring. Don’t be afraid to add personality and humor to make them stand out.

7. How to Finger Tap on Guitar

The video above features award-winning guitarist Yvette Young teaching viewers how to two-hand tap on the guitar. The video is for the musical instrument company Sweetwater.

The company often posts videos to its channel showing musicians of all levels how to perfect their craft.

This video is especially interesting because guitar enthusiasts often reference Yvette Young when trying to learn specific techniques — particularly her two-hand tapping technique, which is common in her style of music.

Consider an influential person in your niche whom your audience may be interested in emulating. Try posting a how-to video showing your audience how they can achieve that person’s accomplishments, style, or look.

8. How to Draw Stitch from ‘Lilo and Stitch’

Art for Kids Hub is a YouTube channel that posts new art tutorials for children every week. The channel’s target audience is families and children. Rob Jensen and his children host its how-to videos to reach their target audience.

Consider having someone connected to your target audience to host your how-to videos. For example, if you’re a sports equipment company, you might want your videos hosted by an athlete or coach.

9. How to Wake Up Earlier

Unless you’re a morning person, you’ll likely agree that waking up early can be unpleasant but necessary. This video taps into that relatable feeling of struggling to wake up early and create a consistent routine.

The video host, Maya Lee, shares her struggles with waking up and how she feels when she doesn’t sleep enough. Her experience makes the tips and tricks she shares seem more genuine.

When creating a how-to video, try to be relatable to your audience and their struggles so you can build credibility in your content.

10. How to Learn the Full Splits

Speaking of relatability, the above video teaches viewers how to do a full split by documenting the journey of creator Henry Vo. The video shows how he went from being unable to do a split to doing it in 30 days.

Consider showing someone’s journey of learning the task in your how-to video. Even better, include a specific time frame, like 30 days, to show viewers that they can achieve their goal with the proper amount of time.

How-to videos help build brand awareness, explain your products or services, and establish credibility with your audience.

Now that you have these examples of great how-to videos, you’re ready to add the video format to your next marketing campaign.

B2B

How AI Will Revolutionize Product Development, and How to Prepare [Insights from AWS’ Senior Advisor to Startups]

i4lead Jun 27, 2023

As any business owner knows, product-market fit is one of the most challenging aspects of starting a business.

Predicting the right product to build – and investing in building prototypes, experimenting, and testing — is an exhaustingly long and expensive process, and oftentimes, business owners run out of money before they’re even able to test their products.

Fortunately, as AWS Senior Advisor to Startups and AI expert Deepam Mishra told me, “This process is about to be turned on its head with the newest advances in AI.”

I sat down with Mishra to discuss how AI will revolutionize every aspect of the product development process, and how startups and SMBs should prepare for it.

How AI Will Revolutionize Product Development, According to AWS’ Senior Advisor to Startups

1. Product-market fit predictions will be more accurate.

From Mishra’s experience, he’s seen many startups fail due to poor product-market fit.

This corresponds with wider trends. A whopping 35% of SMBs and startups fail due to no market need.

Fortunately, AI can help solve for this. AI-fueled data analysis can help startups collect a more accurate, well-rounded view of the quantitative and qualitative data they‘ll need to determine whether their product actually meets their customers’ needs — or whether they’ve even selected the right audience in the first place.

Leveraging AI when collecting and analyzing data can also help teams understand their customers on a deeper level.

As Mishra told me, “AI can make it easier to understand the real customer needs hiding behind known problems. Often engineers start building prototypes without a deep understanding of the quantitative and qualitative customer needs. Before generative AI there were less capable tools to analyze such information.”

2. AI will greatly enhance speed of iteration and time to market.

Creating mockups and prototypes of a product you want to test is one of the most time-consuming aspects of the product development lifecycle. It typically takes four to 12 weeks to create an electronics prototype, and one to four weeks for a 3D printed mockup.

“The time it takes to generate a physical incarnation — or even a 3D or visual incarnation of a product — requires some real physics behind it,” Mishra explains.

“It’s a fairly long process for product managers, designers, and software engineers to build a product into a three-dimensional model.”

In other words: All that time and money you put into creating and testing a prototype could end up costing you your business.

Imagine the power, then, of a world in which AI can help you create mockups and prototypes in just a few hours.

This speed is more than just convenient: It could be life-saving for SMBs and startups that don‘t have the time or resources to waste on product features that won’t yield strong returns.

For Mishra, it’s one of the most exciting areas of opportunity in the product space.

As he puts it, “The fact that you can create content from scratch with such rapid speed, and hit a higher level of accuracy, is one of the most exciting components of all this.”

Leadership Post AWS_300-02

3. AI will change how you collect customer feedback.

Once you have a prototype, or even a minimum viable product, you can‘t stop iterating there. You’ll need to test it with prospective or current customers to learn how to improve or iterate upon it next.

And, until now, product analytics has been largely restricted to structured or numerical data.

But structured data has its limitations.

Mishra told me, “Most enterprise information is unstructured, as it sits in the forms of documents and emails and social media chatter. I would guess that less than 20% of a business’ data is structured data. So there’s a huge opportunity cost in not analyzing that 70% to 80% of information.”

In other words, there aren’t many scalable solutions to collecting and analyzing quantitative data to analyze how customers are responding to your product.

For now, many product teams rely on focus groups to collect feedback, but focus groups aren’t always accurate representations of customer sentiment, which leaves your product team vulnerable to potentially creating a product that doesn’t actually serve your customers.

Fortunately, “Generative AI can help convert customer feedback into data for your business,” Mishra explains. “Let’s say you get a lot of social media feedback or product usage comments or chatter on customer forums. Now, you can convert that information into charts and trend lines and analyze it in the same way you’ve always analyzed structured data.”

He adds, “Essentially, you can figure out which features your customers are talking about the most. Or, what emotions customers have when it comes to particular product features. This helps you determine product-market fit, or even which features to add or remove from your product.”

The potential impact of being able to convert quantitative feedback into actionable data points is enormous.

With the help of AI, your team can feel more confident that you’re truly investing time and energy into product features that matter most to your customers.

4. AI will redefine how engineers and product managers interact with software.

Beyond developing a product, AI can also innovate the teams developing it.

Up until now, we‘ve had entire roles defined around getting people trained on a particular product suite. They’ve become the experts on a given software, and understand how each piece works.

In the future, we’ll begin to see how AI can help your team ramp up new employees without necessarily needing these software experts to host trainings.

Perhaps you have a junior programmer on your team with limited experience. To ensure she adheres to your company’s particular discipline of software coding, you can have a lot of it pre-programmed and systematized through AI code generation tools.

For more intensive processes, like prototyping, Mishra explains that some training duties could even be replaced by chat-based AI. “We have moved to realizing that more natural chat-type interfaces can substitute very complex ways of asking for help from software and hardware tools.”

Let’s say your company needs to design a widget. Rather than spending time and resources on mocking up a prototype, you could ask a chatbot to produce some design examples and provide constraints.

“You don’t need to even know what machine learning tools are being used,” Mishra adds, “you just talk to a chat interface, and maybe there are five different products behind the chat. But as humans, we care less about the tool and more about the outputs.”

5. AI will lift human creativity in the product space.

Machine learning has been around for almost two decades, and has already been leveraged for a long time in the product development space.

But it’s about to change drastically.

As Mishra explained to me, the old machine learning algorithms could learn patterns of transforming inputs to outputs, and could then apply that pattern to unseen data.

But the new generative machine models take this process a step further: They can still apply patterns to unseen data, but they can also get a deeper understanding of the thinking behind the creative process.

Leadership Post AWS_300-03

“They can understand how a software programmer creates software, or how a designer creates a design, or how an artist creates art,” Mishra told me.

He adds, “These models are beginning to understand the thinking behind the creation, which is both an exciting and scary part of it. But where this applies to pretty much all stages of product development is that you can now supercharge the human creativity component.”

In other words: AI will become any product manager, engineer, or designer’s co-pilot as they navigate a new terrain, in which rote, repeatable actions will be replaced by time spent designing and iterating on better, more powerful products.

Eventually, AI Will Change the Customer Experience Entirely

There’s a separate, deeper conversation to be had about the long-term ramifications of AI and the product space.

For now, product leadership has largely focused on how they can effectively enhance their products by adding AI into their existing features.

As Mishra puts it, “Most leaders right now are saying, ‘Let me swap what I had with generative AI.’ So you might think of these products as version 2.0 of a previous model.”

“But,” he continues,“the next generation of solutions, which some of the more ambitious innovators are starting to work on, are completely reimagining the customer experience. They’re not just saying, ‘We are adding AI to a product,’ but instead, they’re saying, ‘Let’s reimagine the entire product itself, with AI as its foundation.’ They’ll reimagine the interfaces between human and technology.”

Leadership Post AWS_300-01

Right now, consumers choose between a variety of streaming services, such as Netflix or Amazon Prime, and then the streaming service provides AI-based recommendations based on prior user behavior.

As Mishra explains, “The first wave of startups will say, ‘Okay, let’s make those predictions better.’ But the second wave of startups or innovators will say, ‘Wait a second … Why do you even need to be worried about just one platform? Why not think bigger?’”

“So we’ll have companies that say, ‘Let me generate content on various platforms depending on your mood and 10,000 other behaviors, versus the three genres I know you like.”

How does this fit into the current product development process? It doesn’t.

Instead, it flips it entirely upside down. And that’s both terrifying and thrilling.

Mishra suggests, “How do you reimagine the product experience? I think that’s where human creativity is going to be applied.”

How to Get Started with AI and Product Development

1. Start experimenting.

Mishra acknowledges that as much as it‘s an exciting time in the product space, it’s also a challenging time, and plenty of SMBs and startups are questioning whether they should even invest in AI at all.

Change is happening quickly, and it can be difficult to determine which aspects of AI you should invest in, or how you should approach implementing it into your current processes.

Mishra‘s advice? “Start experimenting, because you’ll find it a lot easier once you get started. And there are a couple of areas which will give you value regardless of whether you put AI into production or not, including analyzing customer information and feedback, or doing things like enterprise search — you’ll start to see eye-opening value from these experiments, which will guide you down the right path.”

Fortunately, you don‘t need to hire your own machine learning engineer to create something from scratch. Instead, you might consider tools like Amazon’s recently released Bedrock, which provides pre-built generative AI models that you can add to an existing application with an API. This enables you to forgo any AI training and limit the data breach risks, and be up and running in minutes.

2. Identify where AI can help your team.

Mishra recommends figuring out the right use cases that will have a positive ROI for your business.

Ultimately, it’s critical you take the time to determine which areas of the business could get the highest value from AI, and start there.

For instance, he suggests, “I’m seeing a lot of work in the areas of customer-facing activities because that drives revenue, so that’s potentially high-value.”

If you‘re unsure where to get started on your own team, there’s no need to reinvent the wheel. Consider reaching out to cloud experts or startups that can walk you through some common solutions already being explored by other companies.

3. Get stakeholder buy-in.

There’s another equally-vital requirement to experimentation: Stakeholder and leadership buy-in.

Mishra says, “I think cultural alignment and stakeholder alignment is an important area that companies need to start working on. If the top leadership is fearful for the wrong reasons, that could inhibit their growth.”

There are certainly privacy and data leakage concerns when it comes to AI. Plus, AI isn‘t perfect: It can hallucinate or provide inaccurate or biased information when it’s providing results.

Which means, when convincing leadership to invest in AI, it‘s critical that you emphasize that AI will not be steering the ship. Instead, it will be your team’s trusted co-pilot.

It‘s also important to note — if leadership feels it’s risky to invest in AI, they should also be considering the risks of not investing in it.

As Mishra puts it, “This is a seminal moment, and you can get left behind as other startups and enterprise companies begin to move faster in their product innovation cycles.”

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Yearly Archives: 2023

How to Use Gender Neutral Pronouns

Ze/hir/hirs

Xe/xem/Xirs

Ver/vir/Vis

Te/tem/ter

Ey/em/eir

Gender Neutral Pronoun Considerations

1. How to Learn Someone’s Pronouns

2. Aim to shy away from saying “preferred pronouns.”

3. What if someone uses multiple pronouns?

4. How do you use gender neutral pronouns with titles and honorifics?

5. Should I correct other people who make a mistake?

6. You don’t have to ask everyone for their pronouns.

7. Be open to continuous learning.

What is Customer Intent?

So, what is the customer’s intent to buy?

But, why is customer intent so important?

What are the stages of customer intent?

Awareness

Interest

Consideration

Intent

Evaluation

Purchase

How do you identify customer intent?

Leverage first-party data

Use social listening tools

Do keyword research

Conduct customer interviews

Use AI-powered tools

How to use customer intent to grow your business

Create content that meets prospects where they are at

Surface compelling offers at the right times

Display social proof

Why is customer intention important?

Top tips for understanding and researching consumer intent

Bottom line

YouTube Channel Descriptions

YouTube Video Descriptions

1. Use YouTube description templates. [Free Prompts]

2. Explain your content.

3. Include a call-to-action (CTA).

4. Add your personality.

5. Use timestamps to make videos scannable.

YouTube Channel Description Examples

1. Wes McDowell

Why We Love It

2. Yoga With Adriene

Why We Love It

3. Wild Wonderful Off-Grid

Why We Love It

4. The Pals

Why We Love It

5. Florian Gadsby

Why We Love It

6. SciShow

Why We Love It

7. Unbox Therapy

Why We Love It

YouTube Channel Description Templates

1. Playful YouTube Channel Description Template

2. Third-Person YouTube Channel Description Template

3. Niche YouTube Channel Description Template

4. Inviting YouTube Channel Description Template

5. Personal YouTube Channel Description Template

6. Straight-Forward YouTube Channel Description Template

YouTube Video Description Examples

1. “5 Best Coding Languages for Beginners 2021” by nicole . young

Why We Love It

“How to Write Counterpoint – Music Composition” by Music Matters

Why We Love It

“How to Create a 90 Day Plan for your Business (+ Free Workbook)” by Anna Clark

Why We Love It

“How To Create An Email Sales Funnel” by Wishpond

Why We Love It

“How to Outline Your Novel – Part 2” by Writing with Jenna Moreci

Why We Love It

“Microgreens Growing: Materials and Beginner’s Guide” by Epic Gardening

Why We Love It