Michael Kahn is one of the most successful film editors in the business. Here’s an in-depth look at his legendary career.Top Image: Steven Spielberg and Michael Kahn via Empire MagazineThe most interesting thing about legendary editor Michael Kahn isn’t that he started by editing Hogan’s Heroes, or that he became Steven Spielberg‘s go-to editor. No, the most interesting thing about Kahn is that he never really wanted to be an editor in the first place.He began his journey working in a New York mailroom and slowly moved up the ladder to become an apprentice. He advanced to assistant editor and finally head editor of the classic television series Hogan’s Heroes. From there his career shot off like a rocket.Let’s take a detailed look at his classic career, one that made Edgar Wright say:We were shown a montage of Michael Kahn’s credits. It was possibly the most epic, daunting and yet inspiring body of work I’ve seen at any awards show, technical or otherwise.The ApprenticeKahn began his career producing commercials for a New York ad agency, but soon found himself working in post-production after being offered a job at Desilu. The production company was owned and operated by the legendary television duo Desi Arnaz and Lucille Ball, but Kahn found himself being essentially the “male secretary” for editorial supervisor Dann Cahn. He became Cahn’s apprentice and was soon urged by John Woodcock to join the union.By joining Woodcock, the young Kahn would begin working on his very first television show, The Adventures of Jim Bowie. Kahn would say, “It was a wonderful time to be in the editing business because we had fourteen or sixteen shows on the air. Some were comedies and some were dramas.” Kahn would learn valuable lessons at this stage of his career, lessons such as discovering how to manipulate the film to do what he wanted it to.Video from WesternsTvCutting for TelevisionBy the 1960s, Kahn moved up from an apprentice to assistant editor and began working toward the ‘8 Year Rule.’ This was an old rule that editors followed that dictated they had to work professionally as an assistant editor for eight years before they could edit a film or television show as the main editor.A friend of mine, Jerry London, got a chance to work on Hogan’s Heroes; he did the pilot. He said, ‘If you come with me as my assistant, after the fifth or sixth show I’ll make you the editor.Jerry London was true to his word. Michael spent the next six years of his career editing over 130 episodes of the classic comedy series.Video from Manhattan Edit WorkshopFrom the success of Hogan’s Heroes, Kahn was able to garner attention which led to his move from television editing to film editing. His first film was a drama called Rage, directed by Oscar-winner George C. Scott. Kahn would utilize the techniques he learned as an apprentice (such as the use of slower cuts) to impress Scott so much that he requested to work with Kahn again on his next film The Savage is Loose. This extended collaboration would garner Kahn editing jobs on films like The Devil’s Rain, The Ultimate Warrior and The Return of a Man Called Horse.Directors started saying ‘hey, that’s an interesting idea, I didn’t think of that.’ And that sort of encouraged me on, then I tried other things – I kept trying things. And directors seemed to appreciate it – Michael Kahn, Editors GuildClose Encounters with GreatnessBy 1977, Michael Kahn was already having great success in the film industry when a young director named Steven Spielberg, fresh off the success of Jaws, came looking for an editor to cut together his sci-fi epic Close Encounters of the Third Kind. Kahn once remarked that cutting his teeth in the fast-paced environment of television set him up perfectly to work with Spielberg, who works quickly and captures a wide range of coverage.Video from Manhattan Edit WorkshopThe result of this collaboration would be multiple Oscar nominations for the film and Kahn’s very first nomination for film editing — an award that he would lose to Paul Hirsch, Marcia Lucas and Richard Chew for Star Wars.Kahn quickly picked up more work during Spielberg’s down time, editing Eyes of Laura Mars for Irvin Kershner and Ice Castles for Donald Wrye. After these two films, Kahn would see a string of hit films come to him from Steven Spielberg, as well various other directors like Robert Zemeckis, Richard Donner, Frank Marshall, and Tobe Hooper.In 1981, Kahn would score big with his editing work on Steven Spielberg’s legendary film Raiders of the Lost Ark. He would follow this win with Oscar nominations for Fatal Attraction and Empire of the Sun.Part of the Oscar EliteAfter editing some of the most revered films of the 1980s, like Poltergeist, Indiana Jones and the Temple of Doom, The Goonies and Indiana Jones and the Last Crusade, Kahn would have an amazing run over the next ten years. Starting with 1991’s Hook, directed by Steven Spielberg, Kahn would edit Jurassic Park, Twister, The Lost World: Jurassic Park, and The Haunting.Video from Manhattan Edit WorkshopKahn edited two films during this era that would give him legendary status within the editing community: 1993’s Schindler’s List and 1998’s Saving Private Ryan. Because of his ability to effectively craft a story and master the techniques of editing, Kahn would be awarded two more Oscars for both films. In the video below, Kahn talks about the process of editing the opening scene from Saving Private Ryan.Video from Manhattan Edit WorkshopFrom 2000 to 2010, Kahn wouldn’t slow down at all, editing Catch Me if You Can, Peter Pan, War of the Worlds, The Adventures of Tintin, War Horse, Munich and Lincoln. He earned Oscar nominations for the latter two films.Since 2011, Kahn has stopped editing films for filmmakers other than Spielberg, who calls Kahn his big brother. In an article from Flickering Myth, Kahn had this to say about working with some directors:Some directors don’t like you to edit until they are ready to run it with you; then what you have to say is minimal because he tells you what he wants and you sit there and type out the visuals. But that’s not editing… I want to make a contribution to the film.So far in his career, Michael has been nominated for eight Oscars, the most of any editor. His three wins tie him with other legendary editors like Thelma Schoonmaker, Daniel Mandell, and Ralph Dawson.The Editing Style of a Master CraftsmanMichael Kahn recently completed editing Bridge of Spies. He’s also slated to edit BFG and Indiana Jones 5. But his long list of credits isn’t what makes Michael Kahn so great. It’s his attention to the creative process of editing. It’s his incredible ability to know when and why you need a cut or a transition and how to blend the scenes together that made him a legend.Video from Manhattan Edit WorkshopKahn also purposefully never goes to the set to watch the production. He’s often said that he wants the film to come to him fresh without any preconceived ideas. He told Cinema Editor Magazine that he doesn’t edit the way he does because he went to school. He says it was the years working as an apprentice and assistant editor that taught him how to be a real editor.It’s not about knowledge; it’s all about feeling or intuition. Good editors or musicians or directors—what makes them special is that they feel things… Your feeling is what you’re getting paid for. It’s your ability to cinematically touch things.Get a deeper look into this master editor’s career straight from the source in this great one-on-one interview with DP/30.Video from DP/30: The Oral History Of HollywoodWhat are your thoughts on the career of Michael Kahn? What artist would you like us to spotlight next? Sound off in the comments below.
Originally published Sep 8, 2011 11:00:00 AM, updated October 20 2016 Marketing Campaigns Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Enter to win a copy of Aaron’s Book!The Evolution of Location Based Marketing”At that point [in 2007], it was really just one of these cool things. It was fun. There were some legs to it, but you couldn’t quite see the business use.”Using location based tools started out as just a cool thing to do. But in 2009, Foursquare launched with an eye toward utilizing location based tools for marketing and business. People started to realize that you can check into businesses. Businesses started setting their locations and offering incentives for check-ins.Now more companies are getting into the location based marketing game. According to Aaron, there will be more development in this area, and then more consolidation and acquisitions, but we’re really just at the beginning. Businesses are still trying to figure out how to use these tools in a beneficial way.Adopting Location Based Marketing Services”I think with the location based things, it’s not to say that if you make a mistake it won’t get some notice, but I think both customers and the press and social media in general are willing to cut you more slack if you’re going in and playing around with them.”If you’re a business, now is the perfect time to be trying out location based services because they’re still relatively small communities. If you make an error, you won’t get as much backlash as if you were just starting out with Twitter or Facebook.Building a Successful Location Based Marketing Campaign”We like to have what we call the Five Golden Rules.” Here are Aaron’s Five Golden Rules for creating a successful location based marketing campaign: 1. Go out and explore the services. Get yourself set up on Yelp, Foursquare, Gowalla, SCVNGR, and Local Response. Claim your location in those places. 2. Start embracing the influencers that are checking in. Pick one or two services that are right for you (probably Foursquare, and maybe Yelp), and do that. 3. Create your offer. Make sure your offer syncs up with what your business goals are (loyalty, engagement, increase foot traffic, increase sales, etc). 4. Test, learn, optimize, and measure. Keep tabs on what’s working and what’s not working, and make changes.5. Operationalize. Train everyone involved (from the top to the bottom) on what the offer is, how it works, and what the purpose is.Using Location Based Services to Build a Loyalty Program”I think that goes into perpetuity. Every fifth time you go, you’re getting this extra benefit, and smart companies will start to think about how do I do that.”Here are a few examples of companies who are using location based services to build up loyalty programs:Tasti D-Lite has a loyalty program where, through the swipe of a card, you can check into Foursquare, Twitter, and Facebook. Checking in earns you additional points towards free menu items.Starwood Hotels has a similar program where, when you attach your Starwood account with Foursquare, you get additional points for checking in.Hideout Theatre has it so you don’t just benefit the first time you check in or if you’re the mayor, but also during your 5th and 10th visits as well.Point-of-Purchase and Location Based Services”So I think the more you can tightly tie in some of these elements to the point of sale, the bigger retail stores will embrace this. But I don’t know if it’s going to be the end-all, be-all. It will definitely add scale. It will add comfort, I think, to a lot of these customers.”A new element that is emerging is a way for businesses to track when people have actually purchased and been inside their business. This builds on loyalty programs, but it can also be used to further relationship building and engagement.Offering Incentives for Sharing With Your Networks”The more reasons you give for someone sharing their check-in with their Facebook account or other social networks, the better.”It’s best to give the user the control on how/what they share with their networks, but the more reasons you give them to share, the better (e.g., “Get more points for sharing your check-in on Facebook.”).What Happens After Check-In”We need to think about the benefit that geo-awareness adds to any kind of transaction business data, etc.”Businesses need to figure out how they can use this information going forward. Can you build check-in information in your loyalty program? Can you add that into your communication with your customers?Digby (a mobile ecommerce company) is looking into this issue. If they can get you to check-in on an app that they’ve built, they can passively know whether you’ve been in a store or not. So then you have that data that you can work with.What Kinds of Businesses Should Use Location Based Services?”I think if you look at companies like Bravo TV, companies that are either publications or they’re consumer package goods, there are things that you can do — whether they’re educational, they can be partnerships with the actual retail locations.”Location based services aren’t just for brick-and-mortar businesses with lots of locations. Other types of businesses can partner with retail locations.For example, you can check in at the Statue of Liberty. When you do, you can pull up a particular show episode on the History Channel and historical facts. The History Channel has partnered with historical locations so that when someone checks in, they’re shown History Channel content.Measuring the Effectiveness of Location Based Marketing”This is a space that will continue to evolve. One of the things that we do have is we have a website. It’s LocationBasedMarketingForDummies.com, and that’s going to be the book site, and we’re going to keep a regular blog there. You’ll be able to find out about some of these services as they evolve, because Mike and I will keep wiki pages that will let users contribute as well — talk about all these different services that can help measure and monitor.”A lot of the platforms offer their own dashboards for tracking who’s checked in, demographics, etc.But there are also a lot of other tools that can help you measure and monitor these campaigns. Some of them are:MomentFeed: for tracking across multiple locations and multiple servicesGeotoko: for managing multiple offersValuevine: for all kinds of tracking of location based campaignsLocal Response: for mining Twitter and finding specific check-ins and making offers to themResources for Location Based Marketing Information”I have a list that I’ve actually built if someone checks out my Twitter handle, @AaronStrout. You can see my LBS Twitter stream that I’ve got.”Check out @Mr_LBS on Twitter, the Location Based Marketing Association, @JBruin on Twitter, and all of the individual services’ Twitter handles and blogs.Where to Start Your Location Based Marketing Efforts”Try it out as a consumer and check in to some places and get some ideas, and then get your company set up. Claim your location. Think about maybe a light offer that you could do.”If you’re just starting out, get set up on Foursquare. Try it as a consumer. Get some ideas. Then claim your location, and work on a light offer.Connect With Aaron OnlineYou can follow Aaron on Twitter @AaronStrout and his personal blog. Don’t forget to also check out his company blog, his book, and the Quick-n-Dirty podcast.Enter to Win a Copy of Aaron’s Book, Location Based Marketing for Dummies Topics: Aaron Strout joins us for another exciting episode of Inbound Now, HubSpot’s social media and inbound marketing podcast! Aaron is the head of location based marketing at WCG in Austin. He is the author of an upcoming book, Location Based Marketing for Dummies, he runs his own podcast called The Quick-n-Dirty Social Media Podcast on BlogTalk Radio, and he blogs over at his own site.In this episode, we chat about:The evolution of location based marketingTips on adopting location based marketing in your businessBuilding a successful location based marketing campaignUsing location based services to build a loyalty programPoint-of-purchase and location based servicesOffering incentives for sharing with your networksWhat kinds of businesses should use location based servicesMeasuring the effectiveness of location based marketingResources for location based marketing informationWhere to start your location based marketing efforts
Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Social Media Analytics Originally published Sep 14, 2011 5:30:00 PM, updated October 20 2016 This week, the media research firm Nielsen released its Q3 report on the state of social media. Unsurprisingly, social network usage is up, and the findings showed that nearly 80% of US internet users spend time on blogs and sites like Facebook and Twitter.Here were 6 of the most interesting facts from the report and what each means for marketers as they look ahead to Q4.1. 37% of consumers access their social media networks through their phone. (Tweet This Stat!)As a marketer, this means that any landing pages, blog posts, or ebooks you link to on Facebook or Twitter accounts should be optimized for mobile devices. It could mean the difference between a new lead and a lost opportunity.2. During May 2011, over 31 million people in the U.S. watched video content on social networks and blogs.(Tweet This Stat!)Providing a rich media experience for your company can increase engagement on your website. Video content is a great way to bolster your inbound marketing efforts.3. Tumblr nearly tripled its unique US audience over the last year.(Tweet This Stat!)As a marketer, it’s important to keep your eyes open to new online tools and forms of media and determine if you can use them to deliver your message. In May alone, Tumblr generated over 21,000 messages and links a day to the site. The amount of traffic you could leverage from a new medium like Tumblr should never be overlooked.4. 56% of mobile users most value the GPS capabilities of their smartphone.(Tweet This Stat!)In today’s world, geo-marketing is a powerful opportunity that both small and medium-sized businesses can leverage. Leveraging location-based applications and social media platforms can be a great way to engage with and capture a mobile audience of prospects.5. 53% of active social networkers follow a brand.(Tweet This Stat!)As a marketer, it’s important to engage with your users in social media, and make sure you’re providing them with valuable content. These active social networkers don’t just follow brands. According to the report, they’re also 60% more likely to write reviews about brands’ products or services as well.6. In May, internet users spent more time on Facebook than Yahoo, Google, AOL, and MSN combined.(Tweet This Stat!)With 53.5 billion minutes spent on Facebook, the site continues to prove the value of being “Liked.” While Google and other search engine rankings are extremely crucial for a company to get found, Facebook and other social media sites are also as important for companies to engage with their customers as well as prospects who can potentially be converted into sales.have you come across any other interesting facts from the report you think marketers should be aware of? Let us know!
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Originally published Jul 11, 2012 3:00:00 AM, updated February 01 2017 We all know there are many different strategies and tactics that can factor into generating more traffic to your website. And there are even more to consider if your business targets an audience that spans multiple countries, because you’ll need to create a global SEO strategy for your website, too!But going global can be a daunting task, and you may not know where to start. That’s why we’ve created an international SEO guide compiling all the best tips international marketers should know. That being said, it’s also important to know about the biggest global SEO mistakes international marketers typically make so you know to avoid them. So without further ado, here are the 9 worst ways to do global SEO:1. Translate All Your Content Using Google TranslateWant to make your website sound like a complete idiot and undermine your company’s credibility to an international audience? Just take all the content on your main website, run it through Google Translate, and paste that into your foreign language site. It will sound totally Google Translated — in other words, robotic, unnatural, and in many cases, completely nonsensical — to anyone who speaks the language natively. Want to avoid sounding like an idiot? Get help from someone who is fluent in the language you’re creating content for.2. Avoid Language- or Country-Specific Sites for Fear of Duplicate ContentYou might have avoided setting up a .co.uk counterpart for your .com site for fear of Google deeming this as “duplicate content,” since there’s not much of a language difference. However, Google now supports using the rel=“canonical” link element across different domains. This means you can have similar content on both the .com and .co.uk extensions of your site, and use the canonical link element to indicate the exact URL of the domain preferred for indexing. This will make duplicate content a non-issue. Also, keep in mind that this is not required when using different languages. Google does not consider foreign language translations to be duplicate content. But keep in mind that it is something to consider for multiple locale sites in the same language.3. Neglect Your Google Webmaster SettingsAccording to Trimark Solutions, many webmasters will simply keep one single sitemap for their entire website, which is not nearly as efficient to maintain and update. Google Webmaster tools allows you to submit multiple sitemaps, so you can submit one for each country or region you are targeting. Note that this is only necessary if you’re using subdirectories for each of your locale sites.In Google Webmaster tools, you can also geographically target certain websites or sections of your website to certain locations. You can find these settings by logging into your Webmaster Tools account, looking under ‘Site Configuration,’ and changing your geographic targeting in the ‘Settings’ tab.4. Assume One Keyword List Will Work for All CountriesIf you create one keyword list and assume it will serve your SEO purposes across all the countries you target, you definitely won’t be targeting your audience in those countries effectively. Different keywords may cater to different audiences depending on location, so as an international marketer, you need to identify which keywords are most popular in each country you’re targeting, and optimize the pages on that country’s section of your website accordingly. In addition, remember that even a correct and accurate translation of a keyword or term may not be what people actually use to search for a product or service locally. To help you identify international keywords for your global SEO strategy, the advanced option in Google’s free Keyword Tool enables you to choose keywords by country and/or language. Just enter one of your keywords, choose the language and/or country(ies) you wish to target, and Google will provide you with a list of keyword ideas and their associated monthly search volume.5. Make Your Different Locale Sites Hard to FindEven if you’re taking all measures possible to send website visitors to the right domain or website section, such as auto-detecting their location and redirecting them to the right web page, there will be people who are traveling, or simply slip through the cracks and end up on your main .com. So make sure your different locale sites are easy to find. If you have several versions of your site in different languages, add visual cues linking to your multilingual content in or near your top navigation. For example, you can use flag icons to link to each country or language’s site/website section. You can also add links to each country or language site in your sitewide footer.6. Add Multiple Languages to a Single Web PageGenerally speaking, you shouldn’t mix languages on the same web page. You might think that doing this will help your website visitors understand that your website caters to them even though your company is based in another country, but in reality, it will not help your website’s overall user experience. You’ll only be making your page confusing to sift through, as your visitors might not understand the content at the top of the page, leading them to immediately click the back button. Instead, refer back to #5, and use your website’s top navigation or footer to link to sections on your site dedicated solely to that country/language.7. Build Inbound Links Only to Your Main HomepageGenerating inbound links is one of the most important elements of SEO, no matter what countries you’re catering to. The more inbound links you have from external websites, the better your site will rank, and the more visibility it will have in search engines. However, when you guest blog or request inbound links, make sure your homepage isn’t the only page getting linked to. You should aim to increase inbound links to each of your locale sites from sites of the same country. In other words, get sites in the UK to link to your co.uk extension, sites in Ireland to link to your .ie extension, etc.8) Make Cultural AssumptionsAs you’re designing your website, you might think your sleek white layout will have a positive connotation for website visitors around the world. After all, in most of Europe and the Americas, white is associated with purity and marriage. But did you know that in Japan, China, and parts of Africa, white is traditionally the color of mourning? The same cultural assumptions might hinder your SEO strategy. If your business targets customers in countries foreign to yours, learn about the different countries’ cultures to understand what appeals to them versus people in your country.9) Forget to Take Local Competition Into AccountIf you’re located at your primary headquarters, you know who your local competitors are. But when doing global SEO research, don’t forget that your competitors in different regions may be different. Just because you’re an international business, doesn’t mean that all businesses abroad are also global. In other words, there might be some competition that you don’t even know about yet! Take that into consideration when you’re identifying keywords to target in each country so you can compete for search engine ranking positions local searchers may be using to find products and services like yours.Do you have anything to add to the list? Add your #10 in the comments below! SEO Strategy
Originally published Feb 22, 2013 8:30:00 AM, updated March 21 2013 Marketing Advice Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: When we started HubSpot, we set out to transform the way the world does marketing. We believed then, and still believe now, that the marketing playbook is broken and that reinventing the playbook presents a great opportunity. The approach that will win the hearts and minds of customers leverages content and context to create marketing that intersects with a customer’s lifestyle, needs, and interests. By helping companies replace interruptive marketing across outdated channels with a more simple, measurable, and lovable mindset and methodology, we’re helping our customers reap the benefits of the new playbook we affectionately call inbound marketing.We have big ambitions for ourselves and for our customers. We believe that we have a unique opportunity to be a once in a generation company, and that we are fundamentally transforming how marketing is done around the world. As a result, it’s important to reflect on the prior year to see how we’re doing toward making our vision a reality. 2012 was a great year for HubSpot, but it was an even better year for our customers: after twelve months of using HubSpot, 92% of customers increased their traffic, and 93% saw an increase in leads. We’re proud that our customers and partners are benefiting from the power of inbound marketing, and we’re humbled to be a part of their success.Below we have summarized what we believe were some of HubSpot’s key achievements in 2012, along with a SlideShare that delves a little deeper into the details of what we experienced last year. HubSpot 2012 Annual Report from HubSpot All-in-one Marketing SoftwareHubSpot Growth & Key MilestonesIn 2012, the company experienced significant growth in revenue, people, and customers. But the growth that gets us excited to come to work every day is the growth our customers experience. 8,440 customers — 2,749 of whom signed up with HubSpot in 2012 — benefit daily from the intersection of software, services, and support our team provides. 92% of HubSpot customers saw an increase in traffic, 93% saw an increase in leads, and 38% of our customers doubled their lead flow in the first twelve months. The success of our customers and partners is truly remarkable, and we’re honored to be a part of it.Dan Moyle of AmeriFirst Home Mortgage captured inbound marketing as its core when he said: “we are much more purposeful and focused when it comes to our marketing. We now measure traffic and conversions, we test everything, and we know that traditional ‘spray and pay’ shout advertising simply doesn’t work for us.” Sonia Pelia of Thermo Fisher Scientific noted that the ease and simplicity of having all of your marketing and analytics on one platform makes her team’s life significantly easier, while Concentric Marketing in the UK quadrupled their retainer-based income as a Gold HubSpot Partner. We continue to be inspired by our customers and excited by the opportunity to make inbound marketing easier, more powerful, and more effective for thousands of companies worldwide.Another exciting milestone we marked in 2012 was our mezzanine round of financing, which brought $35 million in growth capital from a number of highly respected large institutional investors. These investors join a marquis investor team that includes Google Ventures, Salesforce, General Catalyst, Matrix, Scale, and Sequoia. We believe you’re defined by the company you keep, and we’re honored to have investment partners with all-star track records not just as investors, but also as innovators. With the most recent funding, we honed our focus on operating as a public company and hit the gas on growth. Our plans for the funds included investing aggressively in software development and product improvements, recruiting and training the world’s best inbound marketing and software talent, opening up to global markets, and generally expanding the business.Although HubSpot is a private company, we value transparency. We believe our entire community — customers, employees, partners, investors, and fans — benefit from knowing the problems we are tackling, the challenges we have overcome, and the opportunities we’re pursuing for continued growth. Consistent with our belief in transparency, we release our revenue numbers each year. In 2012, HubSpot’s revenues grew to $52.5 million, an 82% increase over 2011. In addition to making our investors happy, this number is a wonderful indicator of the power of inbound marketing. We believe this is just the beginning, and that 2013 will continue to demonstrate significant growth globally.Speaking of global, 2012 also marked the announcement of our European headquarters in Ireland. By year’s end, we hired and trained more than a dozen Dublin-based employees and sent many of our top sales leaders and consultants to spread the love for inbound marketing in Europe and beyond. HubSpot customers are located in 56 countries, and we have 100 partners and 600 international customers already. We expect the international side to grow as a percentage of our overall business in 2013, and are excited about Dublin providing the gateway to HubSpot scaling globally. 1+1=3 With HubSpot 3At our first annual INBOUND conference in August, we announced the launch of HubSpot 3 to the world, with 2,857 of our closest friends hearing the news in person. HubSpot 3 gives marketers all the tools they need to create a truly personalized experience for customers, including social media, blogging, landing pages, emails, and calls-to-action. We couldn’t wait to launch HubSpot 3, because we were able to give both new and existing clients the power to attract, convert, close, and delight prospects and customers in one easy-to-use tool. The value of HubSpot 3 can be summed up simply as 1 + 1 = 3: the ability to seamlessly integrate all of your marketing tools creates value well above the sum of the parts, if you were to solve for each marketing task individually. In the end, marketers benefit from the ease of use, while the end recipients of their efforts benefit from more personalized, lovable marketing.When we surveyed our customers about how they were using HubSpot 3, one of our customers noted: “HubSpot 3 has allowed us to market BIG on a small budget.” HubSpot 3 has enabled our customers to engage 46,133,635 contacts, send 555,125,987 permission-based emails, and track almost 2.5 billion page views. 49% of HubSpot 3 users reported a higher lead-to-sale conversion rate, and 20% said HubSpot directly shortens their sales cycle. HubSpot 3 combines power, ease, and results, and launching it this year was one of our biggest accomplishments. For the Love of MarketingAt HubSpot, we have always worked to maintain a culture where people have autonomy to solve problems that interest them, flexibility to design the work schedule that optimizes their time most effectively, and transparency to truly understand the business and vision. We all do what we do for the love of marketing: HubSpot employees know they are a part of the transformation that is happening in marketing and are driven to help customers and partners navigate that change.We added 125 HubSpotters in 2012, but most importantly, we did so without sacrificing the intelligence, passion, commitment, and quirkiness that has long defined our team. Sure, we added some serious bench strength in the form of seasoned executives, but we’ve also hired master content creators who helped produce 937 blog posts this year, launched a lunch roulette program to introduce new HubSpotters to company veterans, completed a CTO Swap with Kayak.com, and been recognized once again as one of Boston’s Top Places to Work. Fun HubSpotty Facts1) Many people know that we offer free beer, but we also offer a Free (As In Beer) Books Program. Anyone in the company can request a business book, and we’ll buy it for them. HubSpot employees have requested more than 81 books from the program. The most popular items? Steve Jobs, The Challenger Sale, and Quiet: The Power of Introverts.2) The most popular free snacks in the HubSpot kitchen were bananas, followed closely by Dove chocolate3) The HubSpot Charity Auction raised $14,894 for local non-profit organizations. Auction items included a custom rap (purchased by Mike Volpe) and a trip to launch a weather balloon with a built-in camera into space (purchased by Product Manager Anand Rajaram.)Lately, given our growth trajectory, it’s no surprise that we’ve gotten a lot of questions about our competitors in the space — who we view as our greatest competition, what we think of specific marketing technologies, etc. The short answer to all of those questions is that we simply do not believe anyone in our space is doing what we are doing — delivering a truly comprehensive inbound marketing system that gives companies all the tools they need to create marketing people love. Our product solves each variable in the equation, from social media to email to analytics, while everyone else is busy helping companies solve for one component of their marketing challenges. We think, act, build, and measure differently, and we believe our customers benefit significantly from that thinking.When it comes down to it, inbound marketing isn’t a tactic, a tool, or a trend. It’s a transformative way to think about marketing, better aligning sales and marketing and creating marketing (and results) people love. Looking back at 2012, we are grateful for the HubSpot employees, customers, partners, journalists, analysts, investors, critics, competitors, and friends who made this year a huge success. We showed the world that inbound marketing is the single most powerful way to grow your business and delight your customers, and for that we are proud, grateful, and energized.
Social Media Strategy There’s been lots of talk lately about Millennials and their roles in helping nonprofits (including on this very blog). It seems people are a bit confused as to how to connect with them … and by them, I mean us. As a 24-year-old Millennial, I often get asked how others can bond with my age group. These organizations are desperate to understand exactly what makes a Millennial tick.Churches are no exception.Many twenty-somethings fall out of the habit of attending church on a regular basis. But, the newest group of Millennials is taking it to a whole new level. The Barna Group, a national research organization, found that 59% of people between the ages of 18 and 29 drop out of church after regularly attending as a teenager. While reconnecting with this demographic may seem impossible, it’s not!There are a few approaches every church — and frankly, any marketer, business owner, or organization — can take to connect (or reconnect) with Millennials.Embrace the way Millennials want to communicate.Lately, when reading about Millennials, I’ve commonly seen the phrase “understanding the communication preferences of Millennials.” In order to really understand how Millennials communicate, you have to start by understanding the way we communicate isn’t a preference.The iPhone came out in 2008 — I was 18 years old and a senior in high school. Even before then, though, cellphones were already widely popular, and I don’t even remember a time before computers.This technology, passed on by the generation before mine, is innate to how I communicate. By understanding that one concept, you have the opportunity to connect with Millennials in a whole new way.Instead of seeing the Millennials in your church as young people who choose to communicate differently from you as a way to be rebellious, you’ll see them as another group of potential members of your congregation that want to interact with your church, but in non-traditional ways.Offer programs specifically for Millennials.Let’s face it: Every generation is different from the next. Your parents’ generation had a tough time connecting with you when you were 20, too. This isn’t a new phenomenon.This feeling is extended to the churches I work with. Especially while at church, we all — Millennials included — want to feel needed, accepted, understood, and successful.So, consider asking Millennials to join in on focus groups, building projects, worship teams, or community outreach. Show the young people in your church how much you respect them by valuing their opinions and ideas.Stay current — adopt new technology.A great way to show Millennials that you value them is by investing in new technology, like iPads in your church or an interactive website or online community where this younger generation can share stories and learn from each other.This can be driven through social media channels, like Facebook or Twitter. It’s also optimal to use your blog often to connect and give the Millennials in your church a place to keep up with information. Remember that the church has been addressing new ways of communicating for centuries, and it’s okay if you communicate differently!One of my favorite things about going to church is seeing hundreds (or sometimes thousands) of people of different ages and life stages in one place. The last thing you want to do is neglect one of those groups of people.An ideal way to connect to Millennials in your congregation is to give them the option of receiving information in a different way. Instead of making all the important information only available in your Sunday bulletin, show Millennials, and other tech-savvy people in your church, that you value how they consume information by putting it on a responsive website or church app that can be accessed on mobile devices.It’s okay to start small!If you feel like you aren’t there yet, that’s okay! The first step is to just start getting content out there. Here are some easy steps you can take to start building those online relationships:If you have an event, pick a specific hashtag Millennials can use to engage online, like #sundaypray.To get your blog off the ground, start by finding a good story to tell from your next special event and share it on your blog.If your website isn’t as modern as it could be but you don’t feel ready for a website redesign, start by working on getting your information organized and up-to-date. This will help keep your audience engaged and keep your website relevant to new members.If you’re a church leader who is overwhelmed by the feeling that you are falling behind when it comes to connecting with Millennials, know this: It’s not too late. Churches are on the cusp of great opportunity.Technology is constantly changing, and it can feel difficult to keep up when your audience consists of such a wide variety of ages. But connecting with Millennials through new communication techniques today means that you are setting the stage for a connected congregation in your church’s future.After all, Millennials won’t be Millennials forever.What are some of the tactics you use to engage younger demographics and get them more involved with your religious or community institution? Topics: Originally published Jan 16, 2014 4:00:00 PM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Request information. Visit us. Apply now. Go to any education institution’s admissions page, and you’re likely to see these calls-to-action. Click one, and chances are you’ll be taken to a lengthy inquiry form where you’ll be asked to provide a litany of personal information.A Brief History of Secret Shoppers and Stealth ApplicantsAt some point in the history of online marketing in education, these conversion opportunities became industry standard. While there is nothing inherently wrong with them – if a prospective student or parent is willing to provide their information for any of these, let them! – they appeal only to the “lowest hanging fruit” in the marketing and admissions funnel. For many prospects, and especially ones who are just beginning their research process, these offers are mistimed, and not compelling enough to drive an inquiry submission. As a result, these prospects don’t click the call-to-action to fill out a form, and instead become “secret shoppers” or “stealth consumers.”When it comes to secret shoppers, the best case scenario is that they become stealth applicants – prospects who enter the funnel at the point of application. Unfortunately, these applicants have not been properly nurtured, may not have received what they need to make an informed decision about a program or institution, and often yield at lower rates than students who have had the opportunity to be properly engaged and educated. As any enrollment management professional can tell you, they also make projecting enrollment much more difficult.The worst case scenario, and often the most common one, is that these prospects will poke around for information on an institution’s website, not find what they are looking for, and leave without ever engaging with a member of an institution’s staff.Reach Prospects That Are Not Yet “Admissions Ready”Developing new content, or repurposing existing content, into appealing and appropriately timed conversion opportunities aimed at prospects who are not yet “admissions ready” can be a solution. To target students who are at the beginning of their search, this content should be informational and have broad appeal. The subjects should be aligned to an offering of the institution or program (it would not make sense for a culinary school to have content around the benefits of a career in nursing), but they should not be promotional materials either.Some examples of this type of content include:Readiness checklists“How-to” guidesSubject matter ebooksCareer guidesIndustry information…And Give Them Opportunities to ConvertWhile creating these compelling content offers is great, it is only the first step in the inquiry conversion process. Making this type of compelling content easily available to prospects, and properly gating it with informative landing pages and forms requiring an appropriate amount of personal information allows schools to grow their inquiry base by drawing would-be secret shoppers into the funnel.When delivering the content, it is important that it is not available only on lightly travelled pages, or hidden among a series of pages that can only be found through extensive site navigation. Content that appeals to prospects who are just “dipping their toe in the water” as it relates to their search should be easy to find on the pages of the site prospects frequent. This will make useful information front and center for them, and drive more inquiry conversions for admissions, allowing for appropriate nurturing activities to take place. Originally published Dec 4, 2014 11:00:00 AM, updated February 01 2017 Topics: Education Marketing
“We need more leads.” Pretty much every B2B marketer has heard this phrase from their sales team at some point in their career. And after hearing it, most marketers are left in a sticky situation: They suddenly have to do more with the same budget and the same number of hours in a week. The good news is that there are lots of things you can do to generate leads without breaking the bank or working every single weekend.Try out our free marketing tool that helps you test out various types of popup CTAs and gives you information about your site visitors. In the SlideShare presentation and post below, we’ll go over five quick and easy methods that can boost your lead flow with very little time investment. And if you want even more tried and tested tactics for lead gen, sign up to our free four-week email course Double Your Lead Flow in 30 Days.1) Use subscribe forms at the end of your blog posts.Test: To increase conversions, we tried embedding a subscribe form at the end of each blog post rather than a CTA button.Results: Conversions increased by 20%.How to do it:Don’t use a CTA button like this one:Instead, try embedding a one-field form like this one using a tool Lead Flows by HubSpot (which is free). 2) A/B test your content titles.Test: We changed the title of an ebook from “The Productivity Handbook for Busy Marketers” to “7 Apps That Will Change the Way You Do Marketing.” Result: We increased leads by 776%.How to do it: Every time you create a new piece of content, come up with 10 of the best titles you can think of.Once you have your 10 titles, get into a room with several of your peers and whittle them down to the two strongest.A/B test both titles on a smaller sample of people and then go with the winning title for your larger promotion. 3) Use Facebook dark posts.Test: Jon Loomer tested Facebook dark posts (News Feed-style ads that don’t actually get published to your Page’s News Feed) with a small budget to calculate potential ROI.Result: He saw a 35x ROI from investing the better part of his $279.96 Facebook ad investment in dark posts.How to do it: Facebook Dark Posts are a great way to get really targeted with your Facebook ads. Our partner, Duct Tape Marketing, has a really great blog here to help you get set up with your first one. You can also read Jon Loomer’s success story here. 4) Use progressive profiling on landing page forms.Test: ImageScape reduced the number of form fields to see if a client’s conversion rate would increase.Result: They improved a client’s conversion rate by 120% by reducing the number of form fields from 11 to 4.How to do it: To reduce the number of form fields on landing page while still collecting the information you need to rotate leads to Sales, you can use progressive profiling. Progressive profiling is a feature that detects whether the user has already filled out another form on your site and lets you replace previously captured fields with a new set of fields.The specific setup process will depend on the marketing software you have in place, but it will typically involve specifying which questions you want to show to your leads and in what order they should be shown. Read more on progressive profiling here.5) Test the color of your CTA buttons.Test: We tested a green CTA button against a red one to see what effect it would have on conversions. Result: The red button outperformed the green by 21%.How to do it: Use your marketing software to run the same A/B test. Test a strong, contrasting color against one that fits in the theme of your landing page — usually, the former will perform much better. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Feb 4, 2015 6:00:00 AM, updated February 27 2018 Lead Generation Topics:
4) Google Chrome: Jess TimeThe best product videos focus not on the product itself, but on the stories of the people who use it.Technology writer and NYU Professor Clay Shirky has a great chapter in his first book about the pervasiveness of communications tools in our lives. In it, he explains that technology doesn’t truly get interesting until it becomes so ingrained in our lives it turns invisible. No product video shows this “invisibility” of really good products better than Google’s “The Web is What You Make It” series.The video below demonstrates how seamlessly Google and all of its products have melded into our lives and become a part of how we interact. It’s a video about an experience, not software, and that is arguably what the company truly creates. One of the wisest things I’ve ever read about product marketing came from the writer of a children’s book.”If you want to build a ship, don’t drum up people to collect wood and don’t assign them tasks and work, teach them to long for the endless immensity of the sea,” said Antoine de Saint-Exupéry, creator of The Little Prince.The goal in crafting a perfect product video is not far off. If you want your video to resonate, it should be about more than just the product. It should be about the problem, the solution, the experience, and the larger vision of what you’re trying to build.Click here to unlock videos, templates, resources, and tips on how to get your video marketing strategy off the ground.Considering the right video can put a product on the map for the first time or reinvigorate a company that has long been stale, it’s important that marketers have a strong grasp on this. So to inspire your own efforts, we’ve collected a list of impressive product videos for marketing a product or new release.What Is a Product Video?Product Videos DefinedA product video is one that explains and visually exhibits a product’s tangible benefits. A lot of product videos tend to emphasize a product’s unique features, but one chief thing that truly differentiates a good product video is its ability to exhibit how it solves problems.What Makes a Good Product Video?As a rule, remarkable product videos encompass the following:Engaging dialogue and narrationLong enough to fully explain the product and its benefits, but short enough to keep the viewer’s attentionProfessionalism, without being “stuffy”Empathy and relatabilityWant to see how these elements are put into action? Check out the examples below.7 Promotional Product Videos That Make You Want to Buy1) Blendtec: Will it Blend?I’m digging into the archives for this one, but in the world of videos that add life to a product, few have done it better than Blendtec. The company’s CEO, Tom Dickson, became a YouTube icon back in 2006 with the introduction of his Will it Blend? series.Since then, Blendtec has expanded the tremendous success of these videos to other channels, enabling viewers to suggest things to blend on Facebook. The company even has its own Wikipedia page dedicated to the series.The success of this video comes down to two things: a clear, unwavering message and a company with a personality. In seven years, the series has never changed. The point of each video and the underpinning of the product positioning is essentially, “Why yes, it will blend.”For years, we’ve been watching this product blend everything from glow sticks to an iPhone. The videos are minimally expensive, product-focused, and garner millions of views. In a recent interview, Dickson explained the history and success of the video series:”‘Will it Blend?’ was developed accidentally by a new marketing director hired in 2006. I have always been one to try to break my blenders to find their fail points and determine how I can improve them. George, the new marketing director, discovered some of the wacky things I was doing to my blenders … With a $50 budget, George bought a Happy Meal, a rotisserie chicken, Coke cans, golf balls, and a few other items, and they made five videos. Six days later, we had six million views on YouTube. Six years, 120-plus videos, almost 200 million views later, ‘Will it Blend?’ has been named as the number one viral marketing campaign of all time [by Ad Age].”Here’s Tom blending a Facebook request: Justin Bieber. The video earned 2.8 million views (and counting) on YouTube. Originally published Oct 15, 2017 9:52:00 PM, updated July 12 2019 Video Marketing 5) Apple: The Only Thing That’s ChangedLaunch videos like the Dollar Shave Club video above have a bit of an advantage when it comes to resonating with an audience. They represent a brand new company, product, or idea. But what if your company has been around for a long time? What if the announcement you’re making is really more of a set of enhancements to an existing product than a brand new launch?This year, Apple tackled that challenge head-on with the following video. This video takes a collection of seemingly small enhancements and strings them together in a way that underscores just how advanced the total new functionality is. Take a look: Topics: 2) Dollar Shave Club: Our Blades are GreatDollar Shave Club also made waves with their first product video. I’ll warn you now: they’re not shy with the F-bombs or referring to “your handsome-ass grandfather,” so you may want to throw in the headphones before pressing play. Having said that, what’s singular about this product launch video is how well the company knows its audience and the problem it’s trying to solve.Dollar Shave Club was trying to crack into a demographic of young, professional men who habitually purchase big-brand razors at local stores. The problem they attempt to highlight is the absurdly high cost of store-bought razor cartridges. Thus, the company needed an absurdist, well-targeted product launch video to match.CEO Michael Dubin, who studied improv with the Upright Citizens Brigade, wrote the spot himself and hired a comedian friend, Lucia Aniello, to produce the video. According to reports on Quora, the video cost approximately $4,500 — and yet, it got more than 11 million views and coverage on countless media outlets. 3) Purple Feather: The Power of WordsIn tight marketing budgets, professional copywriting services are often the first to be cut. Instead of hiring professional copywriters, companies opt to take on the writing themselves, figuring it’s not all that different from other writing they do. They assume the words they choose won’t make much of a difference one way or the other. Based in Glasgow, Purple Feather is a copywriting agency that set out to prove that assumption wrong.Words matter. In fact, they can change everything. Purple Feather made that point exceptionally clear in this powerful video: 6) Google: Google, EvolvedThis year Google introduced a new logo for the company and a new parent company, Alphabet. It was the perfect moment for retrospection. So the company took to video to show not only how much Google’s products have evolved, but how much progress those products have enabled in the world around them.The brilliance of this video is that it uses others to tell the story. Whereas some companies may have pointed the camera at their own designers and developers (looking at you, Apple), Google put the focus on the users, media, and cultural leaders that have adopted and promoted the products along the way. The resulting video plays more like a historical chapter than a commercial.7) InVision: Design DisruptorsI want to end this list with a bit of an anomaly, because it pushes at the boundaries of what can be considered a product video and, as such, opens up all sorts of opportunities.InVision, a prototyping, collaboration, and workflow platform wants to empower designers — their primary users. Much of their content strategy is bent on this mission. This year, InVision will launch a documentary on the role of design in the modern business.Design Disruptors looks at how 15 top businesses prioritize design in their products and overall user experience. Unlike traditional product videos, Design Disruptors will run in theaters and on Netflix. And unlike traditional product videos, Design Disruptors never actually promotes the product. The goal is bigger than the product.”We’re trying to bring attention to the increased importance of design in a company’s success,” explains David Malpass, InVision’s vice president of marketing. “A lot of our work is based on doing things that’ll create a positive effect on the design community and that will elevate the role of the designer within their organization.”Want more tips on creating visual content? Check out this list of the best websites for finding GIFs. Don’t forget to share this post!