A value statement isn’t some kind of jargon speak for “what we think matters”. It’s a statement of what your company is, what it stands for, and what everyone can expect from it.

It’s the “soul” of your team.

“Culture is living values.

Values are written words, and your culture is how you actually live [them].” – Jeff Lawson, Articulating Company Values & Living Them Authentically: Jeff Lawson

Whether you need to unite your team around a core set of ideals, show potential recruits what to expect and how to act or resonate with your core audience, these values are an essential part of any coherent company. Without defining them everyone will be working on their own assumptions.

So, how do you create a value statement that’s effective, concise, direct and, most importantly, accurately reflects your company?

To answer that, let’s dive straight in.

Your boss has just asked you to write an email telling your customers their free trial has ended and encouraging them to upgrade to premium. But writing isn’t your thing and you could use some copywriting examples.

I mean, where do you start? What do these emails look like? If you had a swipe file, you’d have a reference point straight away.

Swipe files are collections of material kept by creatives for easy reference, consisting of great material you can learn from. If you’re just starting out, you’ll probably want to start making one and be prepared for your next assignment.

It’s best to amass your swipe file as you go, quickly adding quality copywriting examples when you see them and tagging for easy reference. Keep reading to find out how to do this using Evernote. But first, let’s look at where you can find awesome material to get started.

Swiped.co

While relatively new, Swiped is actively archiving a large selection of new and classic ads, emails, pop-ups, sales letters, direct mail examples and more.

If you’ve already got some material for your swipe file, go ahead and upload it to Swiped! It survives on user uploads and is an amazing labor of love by Mike Schauer.

It was created because archives of ads are sparse, and if you’re a copywriter or advertisers without a hefty swipe file you’ll have to rely on the rare chance that someone has uploaded the advert you want to reference somewhere on the web.

As it turns out, most people don’t really like ads that much. More often than not, you won’t find what you’re looking for.

Swiped’s collection is small, but growing quickly and has an active community of marketers uploading their finds and even making annotations to highlight the effective elements.

This is a guest post from Adam Enfroy. He writes about how to blog like a startup to 450,000 monthly readers at www.adamenfroy.com, & teaches his audience of New School Bloggers the tactics he used to scale his blog to $80k/month MRR.

As a product marketer, increasing your landing page conversion rates through optimization has a significant impact on your bottom line.

You spend most of your time running A/B tests and tracking your conversion rates because you’re trying to optimize conversions and prove the ROI of your PPC campaigns.

Nonetheless, you still can’t seem to grasp why your visitors behave the way they do.

So, what’s your solution?

Using qualitative research to understand the reasons behind your visitors’ behavior so that you optimize your landing page and skyrocket your conversion rates.

In this article, I’ll explain the ROI of qualitative research, different methods to conduct it, and how to analyze your research data within your database. I’ll also demonstrate how Process Street’s superpowered checklists can help you perform optimized qualitative user research.

To jump to a specific section of the post click the appropriate link below. Alternatively, just keep scrolling.

• The value of qualitative user research for landing page optimization
• How to analyze your qualitative user research
• Landing page optimization in action using qualitative user research
• Use qualitative user research and boost your conversion

Ready? Let’s get started.

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There’s only so many times you can read “the button is red which makes it stand out” before getting frustrated. “Yes,” I thought, “but what about everything else? Why is this call to action example where it is? Why isn’t it a circle?”

“What is this CTA designed to do, and how does it achieve this?”

I couldn’t find an easy answer to these questions, and that had to change. That’s why this post will take apart 24 CTAs in detail. No one-sentence summaries and vague details.

From landing pages to supermarket signs, you’ll see how these calls to action may play a larger part in the company’s strategy, how they are set up to achieve this, and therefore how to apply the lesson from each to your own.

Let’s begin.

According to ITSMA and Vision Edge Marketing, 74% of marketers don’t keep track of their efforts. This is problematic as it means marketing teams aren’t able to report on how their efforts impact the business as a whole.

At Process Street, we make sure our marketing operations are documented, tracked, and easy to understand, so we can stay on top of our marketing OKRs and ensure they align with top-level company goals. To do this, we utilize Process Street‘s saved view feature.

The saved view gives a summary of workflow data. You can customize these views and present the data to suit your needs. For our marketing team, this means work is tracked and can be easily correlated with internal OKRs. Saved views have helped our marketers gather data, detect patterns, and keep their work on track.

We’ll be covering:

• What are Process Street reports and saved views?
• How our marketing department uses saved views in Process Street’s reports

Let’s get started!
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Kevin Elliott is a Marketing Manager for NiceJob, a platform that helps businesses collect and share customer reviews to improve their reputation and leverage it to increase sales and drive growth. He enjoys writing about business tips, workflow management, digital marketing, and customer experience. He has a cute puppy named Karl.

SaaS businesses and B2B sellers face unique challenges across the business landscape. You have to deal with long sales cycles and supposedly fickle buyers with multiple stakeholders who need to comply with internal policies—barriers unknown to many small, B2C businesses. But it’s exactly these circumstances that make tried-and-true techniques from consumer marketing so valuable for SaaS brands.

Think about it – getting a lead to book a demo or convert on a landing page, let alone actually buy, ultimately comes down to one thing: trust. In other words, are you a trustworthy brand?

All buyers, at the end of the day, are human. B2B buyers of enterprise software carefully evaluate SaaS providers for a reason: they want to feel like they can trust you. And there’s no better indicator of trust than leveraging social proof – the act of using client data, feedback, reviews, or sentiments – to your advantage to gain the trust of leads. So it’s no surprise that social proof is incredibly valuable to B2B companies.

Clearbit – one of the world’s largest marketing-data companies – added a testimonial to their landing pages and increased conversions by 84%!

In this Process Street article, you will learn all about what social proof is, what its benefits are, and some examples of social proof for SaaS businesses to help your company take off to new heights!

• So what is “social proof” exactly?
• The benefits of social proof marketing for SaaS companies
• 4 tips to jumpstart your social proof marketing strategy

Let’s dive in!
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Hello, and welcome readers to the experience economy.

Take my hand and I’ll guide you to a place of psychic gratification. Feel your senses tingle, and your attention sharpen. You’re entering a new chapter of customer success, one that’s immersive and marks the next economic stage.

Businesses are no longer competing on a commodity level. In a digital world, with growing immersive processing power, organizations must crack the whip and adopt the experience mindset. This is a mindset that’s focused on customer success and delivering exceptional experiences instead of commodities.

In this Process Street article, we take a look at how one particular tech unicorn is succeeding in this experience economy.

You got it, I’m talking about the tech-tycoon Salesforce.

Salesforce is one of the largest tech companies to date with over 49,000 employees in 28 countries and has built the world’s most demanded CRM. Part of Salesforce’s triumph lies in the organization’s customer success capabilities. And today, you will learn how they’ve perfected customer success using principles from the experience economy.

Grab onto your seatbelts as you’re about to be blown away!

• What is the experience economy?
• 8 ways Salesforce achieves complete customer engagement in our experience economy

Here we go!
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Nahla Davies is a software developer and tech writer. Before devoting her work full time to technical writing, she managed – among other intriguing things – to serve as a lead programmer at an Inc. 5,000 experiential branding organization whose clients include Samsung, Time Warner, Netflix, and Sony.

Allocation of marketing resources is the key problem which leadership teams in marketing departments are continually trying to solve.

Often we talk about PPC vs organic, brand vs conversion, SEO vs social, or any such pairing of activities. But maybe the biggest question at the top of the decision tree is: Acquisition vs Retention.

Should you try to generate more revenue from existing customers? Should you spend more effort to develop new customers? Or is there a happy medium that will work perfectly for your business?

Based on statistics alone, your existing customers are your best bet for new revenue. It is generally easier and less costly to rely on the people you have already built relationships with. But businesses that don’t take sufficient steps to bring new blood into their base will inevitably die.

In this Process Street article, we’ll attempt to answer some questions, namely:

How involved should marketing be in retention efforts? And how do different company structures or products impact that? How do we weigh those efforts against acquisition – the primary function of marketing?

To help you through the process, we’ll be looking at:

• How other companies divide their efforts between acquisition and retention
• Why do businesses spend so much on new customer acquisition?
• How should you divide your marketing spend between acquisition and retention?
• Putting it all together with process

Let’s get rolling!
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Content marketing is definitely in the top 3 spammiest areas of marketing.

Not a day goes by where someone isn’t trying to get me to link to their dodgy looking website or sending me nonsense.

In some cases you just have to respect the hustle. I know the article I was pitched yesterday wasn’t written by “John Smith” because the use of English in the title didn’t make sense. If you’re a non-native English speaker though, you often need to take those risks. I’d do the same.

But content marketing isn’t all spam and nonsense.

Lots of places do great content that’s high quality and produces loads of value for their audience. Outreach, relationship building, and collaborations aren’t always tacky either – they can be great ways to co-create content; media content being a really useful avenue for this.

We’ve created the best process management content on the web for a good while, and people come to us as a trusted source on other areas like onboarding, HR, operations, ISO, and customer success. That stuff, we’re good at.

The second part, though, is something we’ve been working on doing better.

In this Process Street article, I’ll explain how and why we moved to a co-marketing focus to support our SEO and business goals, including:

• Why not just backlink build and guest post?
• How is our relationship management system set up?
• We’re seeing results and our flow is much smoother

Let’s jump right in!
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As your marketing team’s content manager, you want to be able to know your content engine is working for you at maximum efficiency, and have a clear overview of the important work being done.

This is perhaps easier said than done, when there can be countless systems and processes to keep track of, from marketing operations, onsite content, offsite comarketing relations, email correspondences, to SEO reporting – it can all become overwhelming.

But it doesn’t have to be!

Wouldn’t it be great if you could benefit from detailed reporting without having to bend over backwards restructuring your meetings and how you collect data?

Well, that’s more or less how we’ve set up reporting in our marketing team at Process Street. In this post I’ll briefly summarize how our marketing team saves time and effort with a nifty workflow that utilizes Automations and native integrations, and allows us to:

• Coordinate dozens of comarketing relationships while maintaining clear record of communications;
• Track the number of guest posts we’ve accepted and published;
• Highlight top priority action items;
• Quickly & easily analyze referring domains of target pages;
• Automatically push everything into Google Sheets;
• Automatically generate graphs and charts;
• Automatically post a Slack message with key marketing reporting metrics;

Specifically, this post will cover:

• Why you should consider automating your marketing operations;
• Our marketing operations reporting toolkit;
• How we automated reporting of our marketing operations;

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