Marketing – Process Street

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The Power of Asking Simple Marketing Questions

Marketing Questions

“Why didn’t they see this coming?”

I had just learned of yet another company catastrophically failing to understand their audience. Who thought it would be a good idea to host an AMA after your company was involved in one of the biggest financial scandals in modern history?

Then it hit me. Every team makes silly mistakes. It’s all down to forgetting to ask yourself some basic marketing questions.

While this post was originally going to be reviewing Getting Goosebumps by Bryan Adams and Dave Hazlehurst, the examples and theories they pose in that book (which is well worth a read) are perfect for demonstrating how easy it can be to avoid marketing disasters. All you have to do is keep asking these questions to form a coherent strategy with no nasty surprises.

But enough rambling – it’s time to learn how to avoid marketing disasters!
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Email Workflows: Best Practices and Examples that Turn Leads into Sales

The following is a guest post from Josh Brown. Josh is the Content & Community Manager at Fieldboom, which provides an all-in-one lead capture and customer feedback solution to help with growing your business faster.

Alright, so your most recent marketing campaign has generated a ton of interest among your target consumers.

You’ve seen a huge spike in web traffic, mailing list subscribers, and your social media following.

But, despite all this, you still aren’t seeing much of an increase in the area that really matters:

Sales numbers.

It’s a disheartening feeling, for sure – especially considering how high your hopes were after seeing such a huge spike in traffic and engagement.

If it’s any consolation, you’re not alone.

According to data collected by HubSpot, 79% of marketing qualified leads never end up converting. In other words, nearly four of every five people who show a genuine interest in a given brand end up walking away without making a purchase from said company.

Now, one of the main reasons this number is so high is because many companies implement sub-par strategies for nurturing these qualified leads – if they implement lead-nurturing strategies at all.

On the bright side of things, this means that if you focus heavily on nurturing your qualified leads, you’ll almost definitely be doing more than your competitors are in terms of providing value to your target customers.

In this article, we’re going to focus on how to use email workflows as part of your marketing strategy to nurture leads and increase their probability of converting into paying customers.

Before we get into the best practices for creating automated email workflows, we first need to explain exactly what email workflows are, and how using them can benefit your company.

Let’s get started.

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53 Essential Business Metrics You Need to Be Tracking in 2018

business metrics

It’s impossible to run a successful business without taking the time to track your core business metrics.

If you don’t, then good luck knowing:

  • How much pure profit you’re earning
  • Where costs can be cut
  • Whether you’re selling enough
  • How much debt you have
  • Whether you’ll be bankrupt next quarter

Having said that, where do you start? There are so many metrics you could be tracking that it’s easy to get stuck tracking and recording everything rather than analyzing and acting on your data.

That’s why I’ve collected 53 core business metrics right here to get you started. Stop wasting time wondering what to track or flicking between 20 different posts going over five stats each – every metric here comes with a brief description and formula or method for easily tracking it.

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Rebranding Strategy: How 3 Big Tech Companies Dramatically Changed Their Identity

In 2016, Process Street went from using a basic Bootstrap theme to a custom-branded website, complete with a logo change and full aesthetic overhaul. We did it to avoid looking dated, and to make the site consistent with our app.

Like many startups, we focused on building a great product first, and rightfully overlooked the importance of a brand until the time was right.

A brand is the often low on the list of startup priorities. Startups develop in a fast-paced, cutthroat environment and are concerned primarily with attracting early users as beta testers, building disruptive products, and iterating based on feedback. Tech is a mercurial industry; many companies start out with a solution to a problem that could be adopted by everyone from individuals to large corporations.

Over time, by stabbing in the dark and following growth over all, a tech startup could find itself with a brand that doesn’t match its product. That’s something we grappled with in 2016, and it’s something even big tech companies come up against every couple of years.

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5 Marketing Experiments We Tried: The Winners, The Losers, and The Useless

One big thing that startups do differently to big companies is experimentation.

In reaction to the old corporate methods, startups are less like finely tuned money machines, and more like laboratories. That’s partly because of the culture of innovation, and partly because startups have less to lose by running a wrong experiment, but everything to gain if it is a success.

At Process Street, we’ve had our fair share of surprisingly positive experiments, as well as ones that were totally useless.

The more data you evaluate from other company’s experiences, the better you’ll get at running your own tests. So, in the spirit of experimentation and innovation, I’ve decided to share some of our A/B tests with you.

In this post, I’ll write up some of our growth hack results and then explore in-depth how to track and implement your own experiments so you can start improving conversions.

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Study: How 4 Highly Profitable SaaS Companies Market to Enterprises

Are you ready to market your SaaS product to enterprises? Do you know what makes or breaks a million dollar deal?

There’s a huge segment of SaaS companies that target only SMBs, and an increasingly well-funded bunch that go after the enterprise market from the outset. Some, like Dropbox, Asana, and HubSpot, have gradually scaled their products to meet the needs of enterprise customers. By looking at their enterprise-specific landing pages, we can isolate the key factors these companies have chosen to persuade enterprises, and find out what works.

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A Legal Guide for Bloggers: Copyright, the DMCA, and Fair Use Images

legal guide for bloggers fair use images - header

Can you afford to pay $8000+ for using an image in one of your blog posts?

If not (or if you’d rather use images for free) then you need to know the laws surrounding blogging.

It’s easy to fall prey to copyright and disclosure issues if you haven’t read a legal guide for bloggers, and so that’s exactly what I’ve created here.

Whether you’re a veteran blogger looking to secure yourself against surprise lawsuits or a fresh face who doesn’t want to be run out of pocket when building a blog, keep reading to find out:

  • What copyright is and how it affects your writing
  • How to secure your work legally
  • What you can and can’t use
  • How to find fair use images that are free to use

So, if you happen to like not being sued for honest (and avoidable) mistakes, keep reading.
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How We Built and Launched a Successful Microsite on Product Hunt

On August 25th, we launched a library of 1000+ real sales and emails from the top 280 SaaS companies.

The library was hosted on a microsite, Inside SaaS Sales, which allows users to browse the full sales cadences, organized in the order the message or voicemail was sent.

The launch landed us almost 800 votes on Product Hunt, 10,000+ site visits, a mention in Hiten Shah‘s SaaS Weekly, and publicity from the SaaS and VC community.

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The Ultimate Website Launch Checklist: Improve Design, SEO & Speed

Launching a website can be a huge undertaking. A successful launch requires managing many moving parts including content, design, marketing and the technical side. That’s why we have created this handy checklist for you to use on your next website launch or redesign.

And don’t forget, you can get this as an interactive checklist that you and your team can collaborate around. Just create a free account with Process Street and grab it from the examples section.

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11 Best Home Page Tips From Analyzing 100 Startups

best home page - header full size

Home pages are typically the most viewed location on a website and your main opportunity to connect with the audience as a brand. Get it wrong, and all of those views will go from potential customers to part of your bounce rate.

Your homepage is probably the most visited page on your website — in fact, for the majority of websites, it typically receives more than 50% of all visitor traffic. In light of that… you may want to start thinking of your homepage more like a landing page” – John Paul Mains, Your Homepage Is THE Landing Page

Knowing this, I decided to do something similar to our SaaS pricing pages study by analyzing 100 leading startup home pages to see what they have in common, and how you can apply these lessons to your own website.

In this post I’ll go through 11 core data-backed takeaways to give a better outline of how to make your home page, and highlight the differences you’ll need to know if you’re targeting a niche audience.

From word count and jargon usage to social proof and CTAs, keep reading to see how the top 100 startups use their home page.

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