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
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 is still difficult for business leaders to see, how digitalisation can be applied in their own company”.
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.
Here comes a bare-bones list of 38 lean steps to inbound from our eBook, '38 lean steps to a game-changing inbound marketing and sales practice'. A bit like a preview.
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?
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.
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.