Love is underrated

A while back, I came across a Venn diagram on Saku Tuominen’s Facebook timeline illustrating rather compellingly how a person might go about finding their professional calling.

It showed three partly overlapping circles representing (1) what you’d love to do most, (2) what you are the very best at doing, and (3) where there is most demand for your output. The sweet spot, the thing you should be looking for, obviously, is where all three overlap. Read more

Does your C-suite need to know how to ‘do’ digitalisation?

Wow. I didn’t see that one coming. It was a remark by someone (I don’t wish to put anyone on the spot) in the audience at a business panel in Mikkeli last month *1). They basically said – and I’m paraphrasing from Finnish:

“Well, a company’s leadership doesn’t need to know *how* to carry out digitalisation. That’s for their staff to know.”

As it happened, I had just been ‘spontaneously volunteered’ to the panel and asked to respond to the thesis on this slide:

It reads:

“It is still difficult for business leaders to see, how digitalisation can be applied in their own company”.

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How to hack ‘born global’ marketing? #Slush16

Slush is not primarily about growth marketing.

Correct me if I’m wrong, but as far as I know, there is no export hacking, international marketing or digital sales track at Slush Helsinki. Maybe it’s time for the ‘born global’ startup community to have a conversation about allbound growth marketing.

The reason I take an allbound perspective is because I believe that in many cases, a combination of content strategy, inbound marketing & sales, and paid media offers the best chances of success.

This country is in dire need of export growth as it is still struggling to compensate for Nokia’s demise. Read more

Stay on top of Helsinki #Slush16 with Twitter lists and Nuzzel feeds

Here’s an idea that may help in curating Slush16, or the social news and information coming out of Slush Helsinki this week.

Step 1: If you will attend Slush16, send the following tweet:

@slushdotblog #attendingslush16 #slush16

Like so:

and your twitter handle will be added to the public Twitter list

Step 2: If you will be on stage at Slush Helsinki this week, send the following tweet: Read more

How to create and publish an eBook the inbound way

As of this week, a beta version 0.02 of our eBook ‘Lean steps to inbound’ is available from Cluetail’s website. It’s meant for companies and marketing & sales organisations - big and small - who are interested in, or ready to embrace the inbound marketing and sales methodology.

Inside the eBook, step 1 currently reads: "1. Download and start reading this eBook." Well, In order for you to be able to take that first step, I had to jump to step 33, “Create and publish your first eBook”. That’s what I’ve been focusing on this week. FWIW, I thought I’d offer a little summary here of how I went about it.

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What you should (and shouldn’t) expect from Cluetail, now that I’m inbound certified

On July 9, 2016, I received the Inbound Certification from the HubSpot Academy. This means that I have a “proven proficiency of the Inbound Methodology” as taught by HubSpot. The certification will be valid until August 2017. In this blog post I will explain how this certification affects what service customers should and shouldn’t expect from Cluetail and me. But first... you may ask: What is inbound? Who is HubSpot?

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Statistics on the efficacy of inbound marketing

Statistics provided not only by HubSpot but other marketing solution providers and research organisations as well, suggest that inbound - if done well - is significantly more cost-effective than outbound, or at least outbound alone. Selected stats from Impact Branding & Design, SmartBug Media, as well as some of my own. Categorized by (1) Inbound versus outbound, (2) Buyer preferences and behavior, (3) The impact of content, and (4) Marketing automation.

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Inbound marketing unpacked

The terms 'inbound marketing' (coined by Brian Halligan) and 'permission marketing' (coined by Seth Godin) refer to various practices that brands can apply to build positive relationships with their intended audiences, particularly on-line. The term 'content marketing' is also very closely related, although it may have a slightly stronger connotation with off-line content, like customer magazines.

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