The Summing It Up Blog

Why, When and How to Choose Partner Channels

Posted by Mike Garland

Wed, Apr 23, 2014

channel-199x300Have you ever been been faced with the task of building the channel for a new offering , or a new market? Do you plan to grow your business by expanding the distribution beyond your traditional model? Is your current distribution system losing market share to new, more modern methods? Then these channel considerations are for you.

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Topics: channel partners

3 Phases of a Channel Partner Program

Posted by Larry Levenson

Tue, Apr 22, 2014

channel-partnerWe've talked with several people in the past week who are growing a VAR program, so it makes sense to blog about various aspects of a channel program and different ways you can grow participation and engagement among your channel partners.

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Topics: channel partners

Sigma Weekender for April 18, 2014

Posted by Brianna Kinsley

Fri, Apr 18, 2014

The-Sigma-Weekender

Now, time to kick back and catch up on the latest great reading from Sigma and around the web!

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How to Create Evergreen Content That You Can Keep Repurposing

Creating content that continues to be relevant months or years later is not something that can be done every day, but the effort put in will make the results worth it.

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3 Reasons I Chose to Join the Inbound Marketing Movement

There's no reason to be scared of inbound marketing anymore, what with all the resources available online and through agencies. Plus, you can be more customer-focused AND have fun doing it!

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3 Game-Changing LinkedIn Features You Don't Want to Miss

In the past couple months, LinkedIn has upgraded or introduced three new features that are nothing less than that…game changers. Here's how to cash in on them and significantly improve your bottom line.

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Inbound Marketing: Driving a Formula 1 Race Car

Inbound marketing is like learning to drive a Formula 1 race car, there's lots to learn before winning the race.

 

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Topics: The Sigma Weekender

How to Create Evergreen Content That You Can Keep Repurposing

Posted by Liz Levenson

Thu, Apr 17, 2014

TBT-LarryEvery Thursday our Facebook and Instagram feeds are covered in Throwback Thursday (or #TBT) photos of our friends and family from times gone by. Even though our hair, clothing, and camera capabilities are long outdated, these photos still hold relevancy to us and it's fun to share them with others and reminisce. (Bonus points for guessing who this dashing, young, mustachioed man is )

That's how evergreen content works: it may be older, but it still holds relevancy to the reader. The best part of evergreen content is that it can always be repurposed to bring more traffic to your website. Here are some ways to repurpose your best content:

  1. Simply repost it on your blog (after making updates)
  2. Post it to your social media channels (Cracked.com even created their own hashtag for their Facebook page, #CrackedClassic)
  3. Turn it into an infographic
  4. Turn it into a slideshow
  5. Write a new blog post commenting on the comments
  6. Create a "most popular" list of your blogs
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Topics: content creation

3 Reasons I Chose to Join the Inbound Marketing Movement

Posted by Brianna Kinsley

Wed, Apr 16, 2014

concepts-of-inbound-marketing
The world is changing faster than it ever has. Keeping up with it doesn’t have to be daunting, especially when it comes to marketing.

A month ago I was introduced to inbound marketing. I had never heard the term, but much to my surprise I had already been thinking, even dreaming about it, for projects of my own. It fits perfectly within our internet age and any business can do it.

I believe that inbound marketing is the best method for marketing. Here are my top 3 reasons why.

1.) You Don't Have to Be Scared

I’ve found that other forms of outbound marketing are just plain uncomfortable. Imagining myself making one more cold call makes me never want to pick up a phone again. People are actually paying money now to keep out the steady flow of commercials, telemarketers, and paper ads (think Netflix and Pandora Premium). Inbound marketing is not only attractive to potential customers, but is much more intuitive and natural to the marketer.

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Topics: small business marketing, content marketing

3 Game-Changing LinkedIn Features You Don't Want to Miss

Posted by Wayne Breitbarth

Tue, Apr 15, 2014

Game changer = a newly introduced element or factor that changes an existing situation or activity in a significant way (Merriam Webster Dictionary).

In the past couple months, LinkedIn has upgraded or introduced three new features that are nothing less than that…game changers.

If you haven’t already taken advantage of them, read on. I’ll show you how to cash in on them and significantly improve your bottom line.

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Topics: linkedin

Inbound Marketing: Driving a Formula 1 Race Car

Posted by Larry Levenson

Mon, Apr 14, 2014

formula1-race-car

Winning Formula 1 race car drivers aren't born. They develop from driving their souped-up Pontiac GTO 440 around town, to taking a few laps around the local track, to attending a high-performance driving school, and then adding in many years of racing experience.

It would be crazy for a racing sponsor to say to a young, inexperienced driver, "Jump in this car and go win this race!" The hapless driver would be lucky to make it around the track without crashing!

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Topics: Getting Started

Sigma Weekender for April 11, 2014

Posted by Jennifer Pavlikowski

Fri, Apr 11, 2014

The-Sigma-Weekender

Now, time to kick back and catch up on the latest great reading from Sigma and around the web!

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Essential FAQ for HubSpot's Content Optimization System

Our web team has completed over 46 COS projects and we've answered a lot of questions. Now we've gathered those questions and more, and published them all as a handy, 42-page ebook.

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Data Segmentation: How to Remove International Visitors from your HubSpot Contacts

Why keep the information in your contacts database for visitors from countries you don't serve? Clean up your database with some simple filters.

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All about Developing Buyer Personas - Part 5

Compile all the data from your interviews into a single buyer persona that represents the composite characteristics of your ideal customer.

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HubSpot COS FAQ: Going Mobile with Your Website, Blog and Email

Is HubSpot's COS really designed for mobile platforms of all sizes? The short answer is, "Yes!" The COS tools for web pages, landing pages and blog posts are based on a 12-column HTML5 grid. 

 

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Topics: The Sigma Weekender

Essential FAQ for HubSpot's Content Optimization System

Posted by Larry Levenson

Thu, Apr 10, 2014

cos-faq-ebookWe've written many posts answering questions about HubSpot's Content Optimization System, commonly called the COS. Now we've gathered those questions and more, and published them all as a handy, 42-page ebook today.

Our web team has completed over 46 COS projects, both migrations and new site designs, and we want to share what we've learned in these projects.

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Topics: hubspot cos

All about Developing Buyer Personas - Part 5

Posted by Beth Levenson

Wed, Apr 9, 2014


researchToday's post is the fifth in our series about buyer personas. (If you missed the last four posts, read Part 1Part 2, Part 3, and Part 4 here.) Today we'll talk about compiling all the data from your interviews into a single persona who represents the composite characteristics of your ideal customer.

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Topics: Buyer Personas