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4D Pipeline - trends & breaking news in Visualization, Virtual Reality, Augmented Reality, 3D, Mobile, and CAD.
Follow on twitter @4Dpipeline - Insights in product strategy and emerging technology for Mobile, 3D, VR, Augmented Reality, Visualization, CAD, PLM, AEC, BIM, and downstream 3D. 4D Pipeline - We Help You Make Digital Experiences Customers Love.
Curated by Jed Fisher
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Scary Smart - High Quality Content With A Purpose

Scary Smart - High Quality Content With A Purpose | 4D Pipeline - trends & breaking news in Visualization, Virtual Reality, Augmented Reality, 3D, Mobile, and CAD. | Scoop.it

Inbound marketing, a term coined by Hubspot with credit attributed to the company’s co-founder and CEO Brian Halligan, is essential to keep in mind when following modern best business practices. It’s also an increasingly important tool to use in today’s business landscape and technology driven climate when it comes to designing websites and campaigns.

Basically, inbound content marketing, a combination of “inbound marketing” and “content marketing” — it’s a relationship where you can’t have quality inbound marketing without quality content. The strength of content marketing is only as good as its content. And strong content should be a main focus to achieve effective inbound marketing, which heavily relies on using quality content to more naturally attract people to your company, its website, and fundamentally its products/services. 

Jed Fisher's insight:

I started my career as a software engineer and now shamefully recall early on in my career having little respect for marketing. Silly me. 

Little did i know that marketing is in many ways very similar to engineering. It should never be thought of as just hoping and "seeing what works". Marketing is all about measuring, measuring, measuring. It's about being as scientific and analytical as we can be to target and bring potential customers through the sales pipeline. 

This is a great overview article and if you are not working like this today - you should be. Contact me for a hand - jed (at) 4Dpipeline (dot)com

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How HubSpot Runs Its Marketing Team [Inside Look]

How HubSpot Runs Its Marketing Team [Inside Look] | 4D Pipeline - trends & breaking news in Visualization, Virtual Reality, Augmented Reality, 3D, Mobile, and CAD. | Scoop.it
Learn how HubSpot hires, structures and measures it's own marketing team.
Jed Fisher's insight:

Marketing is so often looked at as a "mystery" or something that just happens or is quick and easy to do. It's anything but this.. 

Hubspot is a fantastic company with a great product offering, this article gives an inside look into how they structure and build out their marketing and related teams and what they look for when hiring marketing people. 

The D.A.R.C. qualities outlined provide a great summary/focus for what to look for with marketing hires. Very helpful.

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9 More Reasons to Invest in Inbound Marketing

9 More Reasons to Invest in Inbound Marketing | 4D Pipeline - trends & breaking news in Visualization, Virtual Reality, Augmented Reality, 3D, Mobile, and CAD. | Scoop.it

What is Inbound Marketing?

Inbound marketing (wikipedia) is a term that can mean different things to different people. At HubSpot, we've created the inbound marketing methodology, which is what inbound marketing means to us. For the last year or two, I've explained it in 5 steps.

Attract trafficConvert visitors into leadsConvert leads into salesRetain, upsell and cross-sell to existing customers.Analyze each activity for continuous improvement.

And here's the current official explanation of the inbound marketing methodology:

Jed Fisher's insight:

I hear the terms guerrilla marketing and social marketing a lot. Very few people are specific with what this is and how it works.

It's taken me a long time to "get it" and I'm still learning a lot on this area. Hubspot not only make a great platform for helping Inbound Marketing but  they also practice what they preach and do a damn fine job at it. 

If you followed this article from start to finish you will almost certainly improve the profitability of your business. 

Marketing can often seem like witchcraft, it shouldnt be like this. What I love about the principles outlined in this article is that they are based on solid facts and evidence based information 

1. Inbound Marketing is *Predictable*.

2. Inbound Marketing is *Trackable*.

3. Inbound Marketing Efforts Can Be *Directly* Attributed to Revenue.

4. Inbound Marketing Only Requires Small Bets that Can Each Generate Big Returns.

5. Inbound Marketing Creates the Foundation for Generating a *Measurable* ROI from Advertising.

6. Inbound Marketing Creates Content That Will Have a Positive Impact on Your Business Long into the Future.

7. Inbound Marketing Attracts a *Global* Audience.

8. Inbound Marketing Analytics Enable Improvement Over Time.

9. Inbound Marketing Results are *Cumulative & Compounding*.

Finally, be sure to look at the newspaper diagram and the final diagram in this article. 

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ComplexInsight's curator insight, February 12, 2013 12:07 PM

Great catch from Jed Fisher at 4D Pipeline. In bound marketing is how you atttract people to your site and how you convert them to customers, subscribers etc. Its a process orientd flow and is best done when measured. Jed scooped a great article from HubSpot - seriously worth the the time to read if you are looking to increase the number of people who read your blog, research or convert to to online customers through your site. Click on title to learn more and if you want to learn more on product management visit 4Dpipeline.com. 

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SuperMac War Story 7: Rabbits Out of the Hat - Product Line Extensions

SuperMac War Story 7:  Rabbits Out of the Hat - Product Line Extensions | 4D Pipeline - trends & breaking news in Visualization, Virtual Reality, Augmented Reality, 3D, Mobile, and CAD. | Scoop.it

A year after we started repositioning the company, Engineering, which had been working on a family of new products literally for years, came to deliver some good news and bad news....


First, what we proposed is that we take our world class, ten-times-faster-than-anyone board and build an entire product family around it, by slowing it down.  We wanted nine boards, each differing in performance by 10%.  The only real difference between them would be the addition of “wait states” or “slow down” instructions on a chip.  Our entire new product family would be an identical board. 

Jed Fisher's insight:

Outstanding Steve Blank, excellent insight into product management, pricing, and packaging. As he often writes, price around value, not costs. Package for your the target market(s). 

And design outward in, not inward out.

Lots of lessons in this article. Week by week i deal with similar examples when helping customers, it's not usually as simple as this example but then again - it is ;-)

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Brand Storytelling: 10 Steps to Start Your Content Marketing Hero’s Journey

Brand Storytelling: 10 Steps to Start Your Content Marketing Hero’s Journey | 4D Pipeline - trends & breaking news in Visualization, Virtual Reality, Augmented Reality, 3D, Mobile, and CAD. | Scoop.it

There are no hard-and-fast rules for brand storytelling, but the classics can guide you. The structure is meant to provide a platform to help you to develop a way to tell your story, or maybe to discover what’s missing from your existing story. It’s not a template for the story — this is an important distinction, because your story will be unique to you, your brand, and the experience you are trying to create.

 

Read the full article to find out how to use these 10 steps (shown in the image above) to start your content marketing hero's journey.


Via Kim Zinke (aka Gimli Goose), Harpal S.sandhu
Jed Fisher's insight:

"What If"is a powerful concept

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