What Makes a Good Top-of-the-Funnel (TOFU) Content Offer?

Through the use of marketing automation software (like HubSpot) or Google Analytics, we, as marketers, can track how many people come to our websites. We can even determine how this traffic found our website:

  • Organic search
  • Social media
  • Referrals – links from other sites
  • Email marketing
  • Direct traffic
  • Marketing campaigns

While this information does have some value, it does not provide us with any data that we can use to begin to segment, nurture, and engage with this website traffic. This is where the top-of-the-funnel (TOFU) offer comes in to play.

The purpose of TOFU offer is to entice an anonymous website visitor to give up some of their contact information in exchange for access to the content offer.

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Oct 6, 2015 11:48:22 AM

The 5 Best Email Templates In the HubSpot Marketplace


If you are anything like me, finding the time in the day to write blogs, build landing pages, design CTAs, review analytics, and create email designs is virtually impossible.

If you are trying to promote your content using email marketing, a common approach is to buy pre-made templates rather than designing one yourself. The problem is that most email templates are HTML gobbledygook, which you probably prefer to avoid.

Luckily, the HubSpot Email Template Marketplace is filled with easy-to-use templates; and they’re great if you’re looking to save time, or don’t have the design skills (or interest) to create snazzy and effective emails that will put your best content in the hands of prospective new customers for your business.

The problem is that—as of this publication—there are 458 templates to choose from on the HubSpot Marketplace. You're probably thinking, "This doesn’t save me time at all. How the heck do I choose a single template from among these 458?"

Today is your lucky day! So you don’t have to, I went through the marketplace myself, and chose the five that I felt were most suitable for promoting your inbound marketing content, such as blog articles, white papers, infographics, and web guides.

For each template, I will explain what I like about it, what I don’t like about it, if multiple styles are included, and how much it costs.

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Oct 1, 2015 6:00:00 PM

3 Tips for Getting More Sales Qualified Leads Right Now

Sales qualified leads. This is what inbound marketing is all about, right? Leads that ask for sales to call them because they’ve decided that your company is the one they will buy from. I mean that’s the goal, right?

Recently I wrote about lead scoring strategies. The goal of every one of those strategies is to identify those bottom-of-the funnel, sales qualified leads and it’s every agency’s goal to generate more of them for every client—faster, please.

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Sep 29, 2015 4:22:35 PM

One or Two Spaces After a Period: Which is Right for Inbound Marketers?

Has it been a while since you had to worry about any of the rules of writing?

For many business owners and marketers, the giddiness of discovering the revenue-growing, lead-generating, online reach-enhancing power of inbound marketing is tempered somewhat by the realization that you’re going to have to dredge up writing skills that you happily left behind you in college composition class.

If you’re just getting back into writing after years of focusing on other things—like building your business—here’s the first thing you’ll have to come to terms with: A lot has changed since college.

You’re no longer writing for that demanding but lovable old English prof. You’re writing for an online audience that is quick to judge, easily distracted, and busy with a million other things.

This online audience has certain expectations, among them, a single space after a period (or question mark, or any other end-of-sentence punctuation).

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Sep 29, 2015 8:30:00 AM

Millennials Are IgnoringYour School’s Marketing; Strategies to Reach Them

What do your school’s campaigns for attracting qualified applicants look like? If you’re like most higher education marketing and admissions teams, your strategy is thin and your campaigns look something like this: 

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Sep 27, 2015 1:30:33 PM

5 Reasons Your Business Stopped Blogging (and How to Get Back on Track)

Check the date on your business’s most recent blog publication. Does it end in “4”? If it does, you’re hardly unique. The Internet is littered with abandoned business blogs.

Spurred on by promises of pumped-up page views and can’t-miss leads attracted through content marketing—and maybe looking to justify hefty HubSpot subscription fees—countless businesses over the past few years have launched blogging efforts with enthusiasm and good faith only to see them peter out over the course of a few months, weeks, or even days.

Publishing regular, self-produced blog content on your business website is neither impossible nor is it pointless. Content marketing works, but it does take a bit of work to gain momentum and it is fairly easy to derail, especially in the early days.

If your business’s blog is frozen in 2014 (or earlier), it’s probably because of one of these five reasons:

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Sep 22, 2015 8:30:00 AM

3 Ways to Sell Inbound Marketing to Your CFO

Last week was a special one for those of us that call ourselves inbound marketers. The Boston Convention Center was home to Inbound 2015, where nearly 15,000 marketers gathered to learn more about inbound marketing. The event featured an impressive lineup of speakers, but I thought one talk provided valuable insight into how we as marketers should pitch any investment in inbound marketing to our CFOs. The session was called “Bringing the CFO &CMO Together: Strategies for Success” and was delivered by JD Sherman, President and Chief Operating Officer of HubSpot.

As a former CFO myself, I found the following to be one of the key takeaways:

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Sep 17, 2015 7:54:00 AM

Hubspot Inbound Conference 2015: The 3 Best Product Updates Unveiled

Ross here, and I’m writing from the yearly conference (The Inbound Conference) put on by HubSpot. First of all, it’s incredible! 14,000 people, over 200 breakout sessions, keynotes from Seth Godin and Aziz Anzari, and a release of a whole batch of new products and features! It’s the final day, so I figure all of you would love to get the scoop.

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Sep 11, 2015 12:30:00 PM

6 Inbound 2015 Sessions That Might Help You Write Better Content

As I read through the agenda for Hubspot’s Inbound 2015 conference (which starts today but really gets going tomorrow, Sept. 9), I’m not surprised that so many of the sessions have to do with content, specifically, writing it: how to write better content, how to write more content, what to write about, who should write it, and so on.

In my experience, one of the most common reasons businesses lose interest in inbound marketing is because they find out that writing content—and writing consistently—is a lot harder than they expected. Judging from the many content-related talks at Inbound 2015, I suspect HubSpot has come to the same conclusion.

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Sep 8, 2015 1:06:47 PM

How to Find Quality Leads on LinkedIn in Three Steps Using Only Excel


One of the most common scenarios I encounter as a consultant is when businesses dip their toes into social selling on LinkedIn, don’t see any initial success, and pull the plug. Nine times out of ten I can guarantee why: They aren’t pitching to the right people.

The scenario usually goes something like this:

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Sep 3, 2015 5:47:00 PM

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