In this Thanksgiving weekend special edition the Story Block team suggests articles answering the big questions moving our marketing and sales strategies forward into the future like how best to use marketing automation authentically, how to practically use serverless architecture, what is the future for software as a services (SaaS), and more.
DENNIS LOMANACO CEO
by Chris Orlob, HubSpot
I love this article because far too often we look at our sales process as just that, a process. I am not trying to say that it should be something that we set standards to and measure, but what I am saying is that we should be making it more of a conversation than a process. Potential customers are not looking to feel like there are answering an online dating profile, they are trying to gauge your understanding of how and if you can help them achieve their goals. So start there. Ask them to paint a picture of what success looks like and let them talk. Check out the article for some data about asking too many qualifying questions, and it's ability to lower the chances of you closing deals.
VAL MCKAY COO
by Nicolas Darveau-Garneau and Adam Deif, Think With Google
Machine learning, and more specifically marketing automation, are essential tools for finding and retaining high-value customers in today's challenging landscape. Gone are the days of wide-net targeting. With machine learning and marketing automation, marketers can find and acquire better customers, while also cross-selling and up-selling to current customers. By focusing on quality instead of quantity, and increasing CLV over ROI, top marketers are using this technology to dramatically lift conversions.
KEEGAN BROWN CTO
by Faizan Bashir, Hackernoon
Serverless Architecture is a newer type of web application architecture that relies on a combination of third-party services, client-side logic (web or mobile), and cloud-hosted remote procedure calls (also known as Functions as a Service, or FaaS). Traditional web application architecture often bundles the Front-End Logic/server, Back-end Logic, Application Security / Authentication, and Database into a single server (or a network of servers that split traffic and load for scalability). Serverless architecture has an advantage over traditional architecture in that it is automatically scalable and billed on a per-execution basis -- the underlying FaaS platform adds more resources if functions receive heavy traffic, or it scales back those resources if the functions receive less traffic. There are many pros and cons to choosing Serverless application architecture.
KEVIN O'SULLIVAN Inbound Marketer
by Josh Barney, Einstein Marketer
Remember purple ketchup or the green Coca-Cola Life? If you do, it’s probably not a fond memory and there’s a reason they don’t exist outside of $3,000 eBay bids. It’s because the brand experimented with color and it didn’t work. And the brands that do work have absolutely mastered it. The black behind the iPhone gives it an air of sleek sophistication, the purple in hallmark is royal and genuine, the blue in Story Block is trustworthy and honest, and the orange in Amazon’s 1-click buy is a sneaky way to trigger impulse buys. Every choice in color has an impact on a buying decision, and so when we’re designing landing pages and CTAs we really need to consider the offer and what psychological response we should aim for to get more conversions. Now I think I’ll go throw orange in some landing pages.
RYAN MILLER Full Stack Developer
by John Greathouse, Forbes
There’s really no reason to keep calling modern web software solutions “SaaS" much like there’s no reason to call a hairdryer an electric hairdryer. SaaS effectively means cloud-based/cloud-provided software. That is, SaaS is software provided to you externally from another computer, usually a server by the software provider. Think about the last time you actually used a disc to install software into your computer and how uncommon that is now. If nearly all software we use is SaaS, why continue to distinguish it as SaaS and not just call it software?
Each week our team reads the latest in marketing, sales, technology and design to inspire our predictive revenue strategies and keep us up to date with new trends and tools that we can use to deliver better client success.
We quickly realized that the amalgam of information we were collecting is a treasure trove of knowledge that we can share to other marketers and businesses looking to support rapid growth and profitability.