B2B Marketing Blog

John Doe

Architect & Engineer

We love that guy

Googles Knowledge Panel 101- Whats it all about in 2022


This article is part of a limited series that will cover more actionable steps that you can take in order to enter Google’s Knowledge Graph and thus obtain a Knowledge Panel.

Knowledge Panel is a product developed by Google that’s usually presented as an information box. It will appear once an entity (people, places, organizations, things) has entered Google’s Knowledge Graph thanks to information extracted from a series of trustable online sources such as Wikipedia, and many more. You’ve probably seen a ton of them already.

Don’t panic.

I’ll explain everything in the following lines.

What is the purpose of a Knowledge Panel, and how does it work?

For starters, on a Google search engine results page (SERP) for desktop, it’s on the right side.

Let’s take a look at Bold’s very own General Manager, Noa Eshed’s, search engine result page. On the right side, we can see her Knowledge Panel consisting of a quick snapshot with information about her professional life.

What this means is that Google has relevant information about her from trustable sources such as Crunchbase, Twitter, Facebook. There are other sources that Google probably used but has chosen not to show on her Knowledge Panel.

Therefore, we can safely assume that “Noa Eshed” is a clear entity in Google’s Knowledge Graph, its knowledge base. Google uses this database in order to enhance search results and to deliver a quicker answer to a user query.

A short recap: an entity (people, places, organizations, things) must be part of Google’s Knowledge Graph so that Google can create a Knowledge Panel based on information extracted from a series of trustable online sources.

Why should I care about having a Knowledge Panel?

In today’s battle for market share, everyone fights for attention and wants to be perceived as an authority in their field.

Working towards achieving or improving a Knowledge Panel will increase your brand’s expertise, recognition, trustworthiness, and authority. Thus it’s an incredibly powerful tool if you want to stand out from the crowd and deliver the message you want to your audience, on a global scale.

Also, entering Google’s Knowledge Graph and eventually receiving a Knowledge Panel translates into Google knowing who you are, what you do, who your audience is, and much more.

A Knowledge Panel can assist consumers to find your website by helping to distinguish your brand in search results (and away from competing for search results or other ads showing for your brand terms).

Is Google My Business a Knowledge Panel?

Short answer: no, it’s not a Knowledge Panel. Although it’s on the right side like the Knowledge Panel, it’s a totally different story.

A core feature of the Knowledge Panel is that the information behind it comes from sources independent from the entity itself. When Google has fully understood a fact, is extremely confident in that information, and believes it will be valuable to the user in the context of the search they conducted, it will display a Knowledge Panel instead of a standard result.

For Google My Business, all the content comes directly from the company so it can’t be presented as factual. However, a Google MyBusiness profile will help more from a business point of view. A Knowledge Panel means you are an established authority in your field.

Think of huge players such as Nike, Hubspot, McCann, etc. They don’t need a GMB, people already know 100% what they are about. Nevertheless, smaller, newer, or simply put not-so-established businesses will greatly benefit from a GMB instead of a Knowledge Panel.

All in all, it’s complicated, and it seems like Google wants to keep it that way.

What’s so useful about having a GMB is that your users can interact with your business using important features such as Directions, Save, Call, and can even convert better if your Google Reviews are in check.

So, having a Google MyBusiness profile is sometimes a better outcome. It all comes down to the type of business you own.

On rare occasions, we come across hybrid discoveries that blend the two. Google is working on integrating them, but it won’t be ready until 2023 or later.

What information can I find in a Knowledge Panel?

From a personal Knowledge Panel to one for a business, there is a wide range of information available. You can have a short description, name, born or founding date, founders, HQ, subsidiaries, salaries, social profiles, and the official website.

The set of information and the amount Google displays relies solely on the entity type and how much Google has learned about it.

However, Google is constantly running tests and implementing new features, so really the sky is the limit. As long as the information comes from high-authority websites, you never know what Google might choose to present as facts about your brand.

What are some of the sources Google uses for Knowledge Panels?

One of the most common sources of information is, you’ve guessed it, Wikipedia. A study shows that more than 50% of citations in Knowledge Panels for corporations in the U.S. are attributed to Wikipedia. It makes total sense since Google is interested in providing factual information about a specific entity.

If a Wikipedia profile is not an option, you can research WikiData. It’s similar to Wikipedia, but with a slightly permissive moderation policy.

Other low-hanging fruits are social media and business directory profiles such as LinkedIn, Facebook, Crunchbase, Twitter, Instagram, Pinterest, etc.

Besides Wikipedia, capable of sending powerful signals to Google are high-authority websites – general or niched. You can never go wrong with a dedicated piece of content published on TechCrunch, Forbes, CNN, or Bloomberg about your brand.

Read More

John Doe

Architect & Engineer

We love that guy

Want to become a revenue-first marketer_ Measure these 5 marketing metrics


B2B marketers are obsessed with measuring metrics.

I get it because I’m in your shoes. We want to track our progress, optimize our campaigns, and show that our marketing programs work.

But this pursuit of metrics can also lead to focusing on the wrong ones.

For example, measuring vanity metrics can make you feel good, but they don’t help you figure out what to do next.

To answer your question, vanity metrics include the likes of social content, social followers, the total number of website visitors (with no reference to traffic sources or relevancy), and the list goes on.

Ego is a hard thing to feed.

So, what are the metrics you need to live by?

It all comes down to being a revenue-first marketer.

That is how you prove your marketing team’s value to your company – by showing how marketing contributes to the bottom line.

And I know many CMOs struggle to find the right metrics that will earn them credibility, especially when 80% of CEOs don’t trust the efforts of their marketing teams.

Optimizing for revenue-related metrics will help you move away from the outdated lead generation playbook and adapt to the way people create meaningful relationships and ultimately buy B2B products/services today.

Measure the metrics that really matter

By focusing on demand generation and brand marketing (rather than lead generation), you’ll improve all the five revenue-related metrics you have to measure.

So, let’s dive into them now.

1. Direct-sourced revenue

Revenue generated as a result of marketing activities (in this context, marketing-influenced revenue should be your secondary metric).

In your attribution reports, you can analyze the revenue source and identify the inbound marketing opportunities that converted into paying customers (and compare it to the total revenue generated).

2. Qualified pipeline generated / SQOs (Sales Qualified Opportunities)

Your marketing-sourced pipeline refers to the qualified opportunities with a probability greater than 20% of becoming customers.

Similar to the direct-sourced revenue, you can see the number of marketing-sourced SQLs that have converted into qualified pipeline and calculate the conversion rate from SQLs to SQOs.

3. Sales win rate

This rate is the percentage of opportunities that closed and became customers, divided by the total number of opportunities in your pipeline.

4. Sales cycle length

The time it takes for leads to move through the sales pipeline until they become customers.

You will experience a shorter sales cycle if your marketing efforts are geared in the right direction.

5. CAC (Customer Acquisition Cost)

Your CAC is the total sales and marketing costs required to acquire a new customer over a specific time period.

In order to calculate it, you have to figure out your average marketing/sales cycle.

Change your marketing mindset

Optimizing for metrics that matter will make you a better marketer.

Here’s why.

Most B2B companies don’t have the patience to do the actual marketing and force marketers to hit leads/MQLs quotas.

So they focus on collecting as many leads as possible, resulting in low-quality leads with low or no buying intent. The thing is that marketers can easily manipulate these numbers as their company sets a higher number of leads bar.

But these leads don’t drive business results.

Simply put, lead generation prioritizes quantity over quality and negatively impacts your revenue-related metrics.

Instead, you want to build your brand (your reputation), establish trust, and create demand by educating your audiences at scale about the problem you solve, the product/solution you offer, and your strategic narrative, so they’ll consider you when the time is right.

With this buyer-centric mindset, quality leads will be a natural outcome and not an end goal, and your revenue-related metrics will shine.

Don’t let attribution reports trick you

When you create demand in awareness channels, many of the touchpoints with your audiences that lead to B2B purchases can’t be measured: organic social, podcasts, online events, community, word of mouth, earned PR, Youtube videos, etc.

In turn, these efforts will increase direct traffic (a traffic source that is overlooked as a marketing win) and organic traffic (in particular branded search terms), and bring in new customers.

Yes, your attribution reports will NOT show these efforts in awareness channels as revenue sources, but they’ll show up as direct or organic channels-sourced revenue.

But as marketers, we have to do the things that are most effective, bearing in mind the causation even if we can’t show the direct correlation.

Now is the time…

…to change your marketing mindset and step into the demand generation and brand marketing game to drive real business results.

If you rely only on lead generation, you’ve already lost the battle to companies that adapt their marketing to how buyers buy B2B products/services.

When your marketing efforts are geared toward demand generation and brand marketing, rather than lead generation, you will see higher revenue contribution, increased SQOs and sales win rates, shorter sales cycles, and lower CAC.

And think about this: as long as you hit your numbers, you’ll gain more trust and credibility and be able to do more of the brand marketing.

Life is too short for doing marketing that isn’t making an impact on revenue.

Read More

John Doe

Architect & Engineer

We love that guy

Publishing events in 2021 - the full list


I’ll keep it brief, took the liberty of mapping out all core publisher events happening throughout  2021, both online and offline, plus all the essential information you’ll need in order to make the most out of them – you’re welcome and stay safe!

Without further ado, here is the full list of the most important 2021 events designed for publishers:

Name Date Location Description Target audience Opportunities Tickets
Digiday Programmatic Marketing Summit LIVE May 17-19 Virtual At the Digiday Programmatic Marketing Summit LIVE, we’ll bring together senior leaders from top agencies and brands online for a candid discussion on where they’re investing across platforms and the tools and strategies they’re using to do it more efficiently. Agency & Brand Leaders Sponsor
Buy Tickets
Digiday Media CMO Summit LIVE July 18-20 Virtual Please join us at our Digiday Media CMO Summit LIVE this summer where we will be joined by over two dozen of the top Chief Marketing Officers in the industry as we dive into some of the biggest shifts across media and marketing, striving for an honest take on post-Covid strategies. From customer acquisition to brand safety, we will be tackling the biggest challenges CMOs are facing as we move into the back half of 2021. CMOs Sponsor
Buy Tickets
Digiday Publishing Summit September 27-29 Miami, FL At the Digiday Publishing Summit, we’ll discuss how publishers from around the world have emerged from the last year — of multiple crises — leaner, more agile and laser-focused on profit-driving business lines. We’ll offer insight into what lies ahead for publishers, including tackling retention, to redesigning the office space and driving up addressable audiences. Global publishing executives Sponsor
Buy Tickets
Digiday Media Buying Summit October 19-21 Miami, FL At the Digiday Media Buying Summit, we’ll explore how agencies are changing the way they operate while adjusting to new norms, as social platforms tumble and as regulations and client requests get stronger. From the ins and outs of brand safety to new technologies to working across platforms, join us for a look at the challenges and opportunities ahead. Agency & Brand Leaders Sponsor
Buy Tickets
Digiday Publishing Summit Europe October 25-27 Barcelona, Spain At the Digiday Publishing Summit Europe, we’ll discuss how publishers from around the world have emerged from the last year — of multiple crises — leaner, more agile and laser-focused on profit-driving business lines. We’ll offer insight into what lies ahead for publishers, including tackling retention, to redesigning the office space and driving up addressable audiences. Global publishing executives Sponsor
Buy Tickets
Digiday Programmatic Marketing Summit November 8-10 Scottsdale, AZ At the Digiday Programmatic Marketing Summit, we’ll bring together senior leaders from top agencies and brands online for a candid discussion on where they’re investing across platforms and the tools and strategies they’re using to do it more efficiently. Agency & Brand Leaders Sponsor
Buy Tickets
The Publishing Show June 22-23 London, UK We’re curating our conference with the help and guidance from the superstars in our 2020 Advisory Board to bring fresh ideas and insights from leading minds in the executive support community. Publishing professionals Speaker Buy Tickets
Digital Media Europe November 9-10 Virtual We’re committed to continuing the Digital Media Europe conference tradition — bringing together the brightest media minds from around the world! #DME21 will cover two main topics over two days: Subscription Marketing and Premium Advertising. This includes a special focus on local media. Marketers and Advertisers
IAB NewFronts 2021 May 3-6 Virtual IAB NewFronts is the world’s largest digital content marketplace that gives media buyers a first look at the latest digital content from the biggest names in media and entertainment. This must-attend showcase brings together thousands of brands, agencies, and media buyers for a week full of digital content presentations and celebrity talent, while kickstarting discussions about issues critical to the future of the media industry. Brands, Agencies, and Media Buyers Sponsor Request Invite
IAB Podcast Upfront May 11-13 Virtual IAB Podcast Upfront 2021 is a special marketplace designed for brands, agencies, and media buyers to preview the latest in innovative podcast programming. Leading audio and podcast companies will showcase the power of podcasts and announce brand new shows and content opportunities for advertisers to align with their brand. Brands, Agencies, and Media Buyers Sponsor Request Invite
Digital Enterprise Show May 18-20 Madrid, Spain Digital Enterprise Show enables digital business transformation to happen, gathering cutting edge technologies and top-notch speakers to meet delegates´ objectives, challenges and needs. It is a high potential B2B platform to generate business, elevate the brand, strengthen thought leadership and reinforce business relationships with relevant stakeholders. C-Level Executives and Purchase Decision-makers Exhibit Buy Tickets
ATS London 2021 November 3-4 London, UK The marketing industry is standing at a crossroads. The deprecation of third-party cookies, restrictions on the use of identifiers, and the passing of strict privacy legislation into law, means that the industry has to rethink how it markets to consumers. Big Tech platforms are set to thrive in this first-party world, but does this mean the end of the open internet and independent AdTech? No. This is the industry’s golden opportunity to reimagine how to measure and target, from a privacy-first, consumer-centric position. Publishers and Advertisers Sponsor Buy Tickets
Programmatic Pioneers Summit May 25-27 Virtual Accelerate your in-house programmatic journey to gain more control and cost effectively deliver a winning marketing strategy. Digitalise first party data to better segment and target your consumers with more personalised messages across all online channels. Innovate your TV and mobile advertising strategy to better target specific groups in a trusted environment at a scale. Brands, Agencies and Publishers Speaker Free and Paid Tickets
Advertising Week Europe May 10-13 Virtual Historically an event focused on the who and the where, bringing a-list names to iconic venues throughout London, AWEurope is adapting in 2021. And while you can still expect rockstars in the form of thought leaders and virtual destinations that inspire, this year we’re focused on the how and the why. We’ll convene to answer these questions together – offering solutions to help you elevate your career, grow your brand, and prepare for the greatest challenges ahead. Publishers and Advertisers Buy Tickets
Digital Book World West July 12-14 Seattle, WA Digital Book World 2021 will take place Sept 13-15 in person in Nashville, TN, while the brand-new DBW West will take place July 12-14 in Seattle, Washington. Recognizing that companies will be seeking to convene in person for the first time in perhaps over a year, Digital Book World now offers a Company Pass for both of these in-person events. For $5,000, companies can send as many people as desired (from among full-time employees and staff) to attend. Educators, Students, Librarians Buy Tickets
Digital Book World 2021 September 13-15 Nashville, TN Digital Book World 2021 will take place Sept 13-15 in person in Nashville, TN, while the brand-new DBW West will take place July 12-14 in Seattle, Washington. Recognizing that companies will be seeking to convene in person for the first time in perhaps over a year, Digital Book World now offers a Company Pass for both of these in-person events. For $5,000, companies can send as many people as desired (from among full-time employees and staff) to attend. Educators, Students, Librarians Buy Tickets
DBW Global 2021 September 16-17 Virtual This virtual conference, coming on the heels of the in-person Digital Book World 2021 (Sept 13-15, Nashville TN), will feature best practices and thought leadership from across the entire planet, spanning every type of publishing in existence: trade, scholarly, independent, educational, corporate, and much more. Educators, Students, Librarians Buy Tickets
PROGRAMMATIC I/O October 25-26 New York, NY PROGRAMMATIC I/O brings elite speakers, attendees, and sponsors together with the common goal of educating marketers, publishers and agencies on the latest in data-driven marketing. Marketers, Publishers and Agencies Buy Tickets
Technology for Marketing September 29-30 London, UK Technology for Marketing brings together marketers and decision‐makers with the newest marketing technologies. It’s the UK’s only event dedicated to martech. One space for marketers to nurture their next big Idea. A space to gather actionable inspiration from marketing gurus who’ll share their glimpse of the future. Marketers, Publishers and Agencies Sponsor N/A
Content Marketing World Conference and Expo September 28 – October 1 Cleveland, OH You’ll be part of the one event where attendees learn from the best in the content marketing industry and also have an opportunity to spend four days with the CMWorld community. Are you ready to grow your business and inspire your audience? Join us at CMWorld and gain materials and knowledge you need to take a content marketing strategy back to your team. Marketers, Publishers and Agencies Sponsor Buy Tickets

Let us know in the comments below if and what conferences are you planning to attend in 2021!

Read More

John Doe

Architect & Engineer

We love that guy


Google released their yearly “search on” video. And it’s awesome.

TLDW: AI advancements are happening around the clock.

⁃ videos are being scanned and tags are rolled out as chapters, enabling people to land directly on the part relevant to their search intent

How Google understands specific terms and key words in YouTube videos

⁃ Searches with spelling mistakes will be adjusted at a much more accurate scale

⁃ Specific searches will be answered more accurately due to the ability to understand the semantics a page is about and provide better long-tail results

⁃ Broad searches – same as above

⁃ Google lens will enable adding an image of a text and then listening to it

⁃ AR advancements are taking a leap, empowering education as well as maps

⁃ Journalists studio is getting a boost via a new tool called pinpoint enabling searching resources efficiently with some strong tier-1 publishers taking part

⁃ Searching for images of things you want to buy will soon become second nature as the visual search engine continues to improve

⁃ Bonus awesome feature “hum to search” – find that song stuck in your head

What does this mean for businesses? Keep investing in quality content.

Google are constantly evolving their ability to identify what your content is truly about and just how helpful and relevant it is to what people are searching for.

The better your content, the higher you’ll rank in results. It’s becoming as simple as that.


Schedule a FREE consultation

Read More

John Doe

Architect & Engineer

We love that guy

Creating a startup mission statement - the two core steps header


You may think that coming up with a mission statement is a waste of time, that it’s BS, or fluff. I think it isn’t. In fact, it is critical for your startup as it helps you deeply figure out what you’re truly about, and fine tune your company’s compass. It’ll help you define and understand your holistic goals, sets your company apart from the competition, and assists in focusing your activities toward fulfilling your vision.

As Robert Greene, the author of Mastery says “having a sense of purpose and direction gives energy to every single thing that you do. Go back and realize who you are that makes you unique.”

Two weeks ago, I talked to Yoel Israel from WadiDigital for the company’s LinkedIn page, and this interview made me reflect on the subject, hence this blog post.



Noa Eshed's Guide for Creating a Mission statement discussion with Yoel Israel

Here are the two key steps:

1. Start the discussion internally.

Sit down with the team (or “Zoom down”) and talk about it

Your mission statement doesn’t necessarily have to start with your product. It can start with you and your team because a startup is very much about the people that make it, in the same amount as, if not even more than, your product. Pivoting is not a rare thing in the world of startups, and even when pivoting, a mission statement can still hold true. Therefore, you should sit down together and make an actual list of everything you care about and what you want to do, and through this, hone a mission statement that you feel positive about.

Discuss the following:

  • What’s our purpose? Purpose has to be
    • personally meaningful to you
    • Bigger than you
    • Future oriented – you have to work towards it
  • What do we care about?
  • What are our shared values?
  • What is it that we deliver and how does it reflect the above?
  • What is it that we do differently?

Your mission statement doesn’t necessarily have to start with your product. It can start with you and your team because a startup is very much about the people that make it, in the same amount as, if not even more than, your product. Pivoting is not a rare thing in the world of startups, and even when pivoting, a mission statement can still hold true. Therefore, you should sit down together and make an actual list of everything you care about and what you want to do, and through this, hone a mission statement that you feel positive about.

This statement doesn’t necessarily need to be set in stone. I believe that it doesn’t have to stay the same and entirely unchanged with a startup for life. It can be flexible and changeable. After all, many large companies have changed their mission statements and it didn’t have a negative effect on them.

Apple’s old mission statement was “a computer in the hands of everyday people” (Entrepreneur) and it was changed to “bringing the best user experience to its customers through innovative hardware, software, and services” (Apple). Microsoft’s original mission statement was “a computer on every desk and in every home” (Business Insider) but it was replaced by “empower every person and every organization on the planet to achieve more” (Microsoft). Google has so far gone with its mission statement “to organize the world’s information and make it universally accessible and useful” (Google) but its co-founder Larry Page said in 2014 that the company had outgrown this mission statement and that they were trying to work that out (Financial Times).

It’s okay to change your mission to move with the times and the changing business environment.

Once you have a statement,

2. tie it down to the outside world – gather feedback from customers, friends, and family.

It’s important to see that your statement resonates and that the outer world responds well to it. Start gathering feedback from your current customers, assuming there are such. If there aren’t any, go social, talk to your friends and family, try to get as much feedback as possible, and observe how they react.

If the statement doesn’t sound like who you are as a startup, then something was left unclear and it’s just a matter of communicating it clearly. If the feedback you get is that you’re being a hypocrite and your words are hollow – don’t correlate with how your company operates – that’s priceless feedback. Where is the gap between what you believe you’re conveying and waking up in the morning for – and reality. Can you change it?

Once you have a mission statement that meets reality, you’ll be able to align your actions messaging and goals around it. That’s pretty meaningful, if you ask me. And the reason I’m confident that a strong mission statement is a foundation and guiding principle of any successful startup

Wrapping up with a dosage of inspiration from the legendary Steve Jobs and his famous here’s to the crazy one’s speech:


Hopefully, this quick post has given you some useful insights to assist you in getting clarity and honing the most accurate mission statement for you. Good luck!


Schedule a FREE consultation

Read More

John Doe

Architect & Engineer

We love that guy



Last week HubSpot launched a new Account Based Marketing (ABM) solution, it’s a natural step that ties down all aspects of inbound sales. This should be used in addition to the sales pipeline to help organize and better manage communication with key accounts.

This release is a good reason to stop and evaluate ABM, as well as get the basics on how to get started on HubSpot.

First things first, who is ABM relevant to?

You should consider an ABM approach if:

  • Your product/service is expensive
  • Purchasing from you requires multiple decision-makers
  • You have a finite number of prospects – if your target audience is either a very specific niche or only tier-1 companies

Where should you start?

Identify target accounts: What companies out there would you like to be doing business with?

  • Map out specific companies you’d like to attract and engage.
  • Within those companies map out specific people –  these should be the position holders who are part of the “buying committee” deciding whether or not to proceed and make a deal with you. Detail their role within the “committee”:
    • Decision maker
    • Champion
    • Budget holder
    • Influencer
    • Blocker
    • Legal and compliance
    • Executive sponsor
    • End user
  • Make a list of how you’re going to get under their radar both via outbound and inbound methods
    • what content will you need? This could be:
      • Repurposed content from your inbound efforts
      • Personalized web pages
      • An industry event
      • Swag
    • Where do they hang out online
    • What platforms should you directly connect with them on

Make sure your company has a solid representation where your target accounts are present. This could be:

  • Conferences
  • Industry newsletters
  • Review sites and indexes such as product hunt, clutch, capterra, appsumo
  • Industry influencers
  • Sponsored Ads
  • And of course – social media (LI, Twitter, Reddit, Quora, Slack and more)

Once you have an understanding of who you want to target, and how, use HubSpot to execute your ABM strategy. Basically the new dashboard will enable an easier way to manage those relationships and efforts. It’s important to note – this doesn’t replace the regular sales pipeline – it goes hand in hand with it. I know many companies who use the sales pipeline for managing communications with companies who are not yet deals because it answers a need of having all the info in one place.

So deal stages such as “first outreach” “second outreach” etc start emerging on the pipeline and it’s just wrong. While the AMB dashboard isn’t aimed at covering all outreach efforts, it’s a good middle ground. Instead of adding companies who aren’t yet deals to the pipeline – use the ABM dashboard and maybe even manage an excel file for the rest of your cold outreach efforts who arent target accounts. Or – add all cold outreach efforts to your ABM dashboard but mark as low priorty companies who aren’t target accounts (why are you reaching out to none target accounts in the first place?)

How to get started on HubSpot?

First, add contacts and companies that you’ve mapped out when strategizing as new contacts and companies on HubSpot

Activate the ABM features in your HubSpot account by navigating to:

  • Contacts > Target Accounts.
  • Click Get started.

Next, select companies you’d like to focus on as target accounts.

The dashboard will then be uncovered – it’s your central command. It will provide you with an overview of each of your accounts, you’ll be able to see the contacts within those accounts, your engagement with them, how they’re engaging with your content and the overall status. In addition, you’ll be able to create ABM lists and reports that will help you slice, dice and make data-based decisions. .

Update the contact property: buying role

Edit this property to identify the role of the contacts associated with the target account. A contact can have more than one role (for example a decision maker and an influencer). By the way. the target accounts dashboard will detail accounts that don’t have buying roles associated with them.

Viewing account overviews can be done in your target accounts home in the right panel of a company record;

The overview displays:


After activating ABM, HubSpot automatically creates contact lists based on ABM contact and company properties. This is helpful for segmenting contacts for smart content, newsletters, marketing emails, and ad audiences.


You can create workflows to automatically assign a tier to target accounts (referring you back to the point I made earlier about managing priorities outside the sales pipeline). HubSpot provide a default template but I strongly advise customizing it based on your own criteria. Here’s how to find it:

  • navigate to Automation > Workflows.
  • Create workflow.
  • click the Templates tab.
  • In the Type dropdown menu select Companies.
  • Select “Sort companies by ideal customer profile fit template”


HubSpot added a new set of helpful ABM reports. Here’s how to set them up:

  • navigate to Reports > Dashboards.
  • click Create dashboard.
  • Choose Target accounts
  • Select a dashboard and set it up

That just about wraps up the basics, if you’d like to learn more I recommend HubSpot’s guide to ABM, If you have any questions don’t hesitate to reach out to me! Happy selling!

Schedule a FREE consultation

Read More

John Doe

Architect & Engineer

We love that guy

INBOUND 2019 Recap header


Inbound 2019 was incredible. It’s was a chance to take a 3 day break, learn, develop and get inspired by and from like-minded people. So much was going on. Elizabeth Gilbert was there, talking about the importance of relaxing, setting priorities, setting boundaries and having a visceral knowledge that “it’s all going to be alright”. Alex Ohanian, co-founder of Reddit spoke of the importance of gender equality, the struggles of combining motherhood and career and his vision of implementing paid maternity lives for dads in corporate culture (I think his wife Serena Williams should at least get some credit for this feministic approach). Jennifer Garner and John Foraker from once upon a farm spoke about leading a startup that’s a purpose driven company.

There were talks and breakout sessions and networking events, HubSpot as always proved they’re the kings of content.

While it’s still fresh in my head, I’m sharing the highlights from the 6 talks that left the highest impact on me. Here goes.

1. Marcus Sheridan –  Magical content: 7 secrets to content that generates the greatest results, ROI and lasting impact


Marcus Sheridan is the author of the bestselling book “They asked you answer”. The book became known as the bible of inbound marketing. He’s also partner of Marcus Sheridan international and of the global marketing agency IMPACT.

Marcus spoke about how most content fails to generate real results and ROI. The reason, as he sees it is companies’ lack of willingness to address their buyer’s most basic questions.

He detailed “the big five” – the subjects that move every buying decision, in every industry:

  1. Cost – when you’re not sharing the cost of your product or service on your website, you’re making the buyer feel frustrated and that you’re wasting their time. Most companies feel uncomfortable sharing their pricing. Common excuses are:
    • Excuse: They don’t want their competitors to find out. Answer: everyone knows their competitor’s pricing so it’s not really a secret worth protecting
    • Excuse: They don’t have one size fits all costs. Answer: no problem – write a range
  2. Problems  – openly talk about the problems with your service/product. This is the greatest way to build trust. Your content should feel unbiased – the most effective way is to discuss who your product or service is NOT for.
  3. vs/comparisons – your potential buyers are doing comparisons anyway – make it easier for them
  4. Reviews – Be outrageously honest. Explain the pros and cons, so people can decide which is the best choice for them.
  5. Best – Your content should have a singular obsession with the customer (and no one else). It should never try to sound smart – that deters people. Be real, create content that resonates. Address their obvious fear and reservations.  For example, when filling out a form on a site there are fears of getting interrupted. Create a video that addressed their fears and is titled “see exactly what will happen if you fill out the form”.

  1. A very awesome example of such video

This was a very practical talk that I plan on implementing ASAP. I’m also excited to say that Marcus will be interviewing on my podcast so stay tuned.

2. Larry Kim –  3 growth marketing principles for creating your unicorn

Larry is the founder and former CTO of WordStream that was acquired by USA Today, for $150 million in July, 2018. He’s currently the founder and CEO of MobileMonkey a Facebook Messenger marketing platform. Larry is all about building unicorns and in a fascinating talk he shared actionable tips on how to do just that:

  1. Be somewhat delusional – big ideas = big results. the power of projection. This works because you get the right people around you. The people who are inspired by your crazy plan. They can make your dream a reality.  It helps force epic change.
  2. Epic change – You need a completely different and better product. Create a unicorn growth hack to create unicorn conversion rates. For example, in WordStream they used a grading tool for lead collection instead of asking people to fill out a form.

Here’s how he broke down unicorn conversion rates vs “donkey” ones:

unicorn conversion rates vs “donkey” ones

Typically a small percent of our work generates the largest percentage of our results. In every blog, a small number of stories (10%) generate most of the traffic to the blog (60%). The same goes for social media, and for email marketing, once in a while, you have something that performs much better than the average.

Larry Kim top email subject lines last quarter

Example of one email that outperforms the rest dramaticall

And once you hit jackpot, what should you do? Make unicorn babies! once you find a growth hack, clone it and get leverage off your successful ideas.

Gotta love unicorns. I’m excited to say that Larry too will be coming on my podcast.

Those swings are a myth. Not once did I get a chance to sit on one. Always occupied. 


helping you navigate your startup to marketing stardom

3. Brian Halligan – New type of disruptors.

Co-Founder of HubSpot Brian Halligan spoke about a new wave of massive disruption that’s happening these days.

Disruption as a business concept is talked about in the book “the innovators’ dilemma” by Clayton Christensen, and is being overused these days.

Nowadays there are companies that are experience disruptors. How they sell is why they win.

Those companies share 5 things:

  1. Focus on “experience market fit” (rather than product-market fit). Example: the company Carvana – they took the cringe-worthy process of buying a car and provided a great experience.
  2. Frictionless. “Dollars flow where the friction is low”. These companies are good at pulling the friction out of the flywheel to get it to really spin. Example: Atlassian – a B2B SaaS. Their marketing department focuses on generating active users and not leads. They removed negotiations from the sales process.
  3. Personalization. They all have a hospitality approach. Example: Netflix. They avoid buyer personas. They replaced personas with data to personalize the experience.
  4. Selling through customers. Not just to customers. Example Glossier: good at encouraging customers to create content.
  5. They’re business model busters. They rethink the old business model. Example: Chewy, they have an amazing return policy – “keep the wrong size, give it to a friend we’ll send you a new one with the right size”.

All disruptive founders embrace unconventional wisdom. They’re about adding value. How they sell so why they win.

Love it.

4. Darmesh Shah – Facing fears: Growing better by growing bolder

Darmesh, the other co-founder of HubSpot, spoke about the five fears that you need to face on the path to growing better:

  1. Fear of commitment – a hesitation to commit often stems from wanting to hedge your bets. When you commit to nothing you compromise everything. Commitment is crucial.
  2. Fear of differences – the best possible time to build a diverse team is right away. Being different is not just ok. It’s better.
  3. Fear of change – the future of work is about flexibility

  1. HubSpot have over 200 remote employees. Remote is a sought after feature. You can open up the pool of talent when you recruit remote employees.
  2. Fear of disappointing – it’s ok to disappoint some people by focusing on specific products and ditching other products. Too much choice is friction. Don’t be afraid to disappoint a few in order to delight many.
  3. Fear of inferiority – build trust, deliver the experience, all the experience and nothing but it. You’ll always have competition, maintain trust and you’ll win.

5. Marc Ensign – Stop “standing out” and start getting paid: how to build a personal brand they can’t ignore

Marc is a speaker and advisor who specializes in leadership and personal branding. He says standing out means nothing unless you are chosen (examples are Elon Musk, Gary Varynerchuc, Oprah, Tony Robbins etc). Marc’s core message is that there are 3 foundations for building a personal brand:

  1. Identity – you are able to clearly define who you are and what your brand stands for in a way that’s inline with your authentic self. People want to know that you got here but that you went to hell and back to get here. Questions to ask yourself:
    • Who am I here to save? (vs who is my target market)
    • What is keeping them up at night? (vs what problems do they have)
    • How can I help them in a way that’s unlike anyone else? (vs how can I solve their problems)“You can’t leave behind someone else’s fingerprints when building a legacy”
  2. Visability – the ability to command attention by visually communicating your identity in a way that’s consistent in everything you do. Look at everything that you’re doing through the lens of your identity.
  3. Authority – you are the clear leader within your industry and you have the credibility and evidence to prove it. The hard part is deciding what to do, where to be present. The answer: pick what’s most comfortable to you. When you’re uncomfortable people sense it. Build relationships and be generous – put your stuff out there with blind faith that if you’re out there and sincerely want to help people, it will show in everything you do and people will relate and respond. Get to a place where people love you.

6. Dan Gingiss – Don’t just create content, create experiences!

Dan is the author of the book “Winning at social customer care: How top brands, create engaging experiences on social media”, the host of the Experience This! Podcast and a regular contributor to Forbes.

The competition for content is super hard. Dan suggests to focus on existing customers, when creating a remarkable experience for them, you win. Nobody shares an average experience. People share things that they love and that they can’t stand.

30% of customers say that after a bad experience they’ll post a negative review online. 50% (!) say they’d post a positive review. Nowadays the customer experience bar is on the floor. That’s an opportunity to step over the bar and stand out.

The wise approach – Witty Immersive Sharable and Extraordinary

  • Witty – being clever and a little bit different. Sometimes changing a word can make a world of a difference “we’re probably the lowest price in the city”
  • Immersive – get customers to feel your brand in their bones. Example: a startup called imperfect produce – they sell fruit that have a distorted shape and so can’t be sold at grocery stores. They track individually how much produce you’ve saved and helped the environment. They send customers the info.
  • Sharable – example: punkpost.com – a hand created thank-you card service. When people receive the card they hang it in their office as it’s a piece of art.
  • Sometimes it’s enough to add a hashtag to your collateral.
  • Extraordinary – the best way to be extraordinary is to reduce customer effort. Reduce friction. Example: Hilton hotels have a floor light that turns on with a sensor when people step down from bed to go to the bathroom.
    Another example: Chewy (twice mentioned in this context in one conference). A customer gave a negative reviewed and they:

    • issued her a refund though she never asked for one.
    • suggested four other kinds of products that the customer might prefer
    • sent their love to the customer’s cat
    • asked her to send a pic of her cat to the hall of fame they have at their office.
      Even though she left a negative review – where would she go next time she needs to shop for her cat? That’s extraordinary.

In order to be WISEr, once you’ve created all of these great experiences – be Responsive. If someone compliments your brand in public and essentially write you a commercial – you should at least write back to them. You wouldn’t ignore a compliment in real life, don’t do it on social media. Not responding causes 15% churn.

Example of responsiveness from Southwest Airlines

Example of responsiveness from Southwest Airlines

To practice what he preaches Dan handed out cards that invite people to give him feedback for the talk and inviting to an invitation only webinar if they fill out the feedback on the day of the talk.

Final thoughts,

I’ve learned a lot these past few days. I make it a habit to read industry blogs and stay up-to-date, on a daily basis, which makes me wonder why conferences with good content are beneficial. But they are. There’s always something different about taking entire days off for sheer learning. I’m off to implement. You’re welcome to join me.

Read More

John Doe

Architect & Engineer

We love that guy

What’s SimilarTech?

SimilarTech is a leading Israeli startup with branches in Silicon Valley, Brazil and Japan. Their SaaS product is a SIP (Sales Insights Platform) that tracks technology adoption and usage analytics in real-time.

SimilarTech’s technology and analysis tool provides business insights through website crawling. Their technology allows users to spot trends, research the market, generate leads and prospects by providing information like technologies used on a particular website, revealing a specific technology’s use throughout various websites, or tracking and listing an entire category of web technologies.

The challenge

SimilarTech is the ultimate tool for sales VPs and Sales ops who are selling tech products as using SimilarTech they can:

  • Fill their pipeline with relevant prospects by finding out what tech they’re currently using
  • View correlating technologies that are typically used in their vertical. This can help them unlock and explore greenfield opportunities that they might not have considered in their initial market research
  • Find the leading industries in their vertical to tap into new markets
  • And more

We wanted to get as many relevant sales VPs an Sales ops to experience SimilarTech and see the potential for themselves. But how?

The plan

We conducted a thorough research to map out the core challenges that sales managers are dealing with on a daily basis (we mapped out a few sales audiences, in this project we focused on startups as the type of company).

Based on what we’ve learned, we created the “No BS guidebook to winning startup sales” – a comprehensive guide to establishing a winning sales strategy. The guidebook focused on helping startups learn how to drive tangible, long-lasting growth, avoid startup-thirsty killers (such as burning through budget) and building relationship and trust with prospects.


We set the guidebook up as gated content whereby in order to download it, sales managers had to provide us with their name, email and industry.

The last field was the golden ticket.

Based on the industry they’ve provided, alongside with the guidebook, we let sales managers know that we’ve taken the liberty to sign them up as free SimilarTech users. All they had to do was confirm and pass through a few clicks to finalize the sign up process. We made sure the benefit of what they’d be receiving would be crystal clear.

We then started sending them emails with personalized SimilarTech reports aimed at helping them with their daily challenges. This was the ultimate way of introducing them to SimilarTech at a stage where they’re most interested in solving their challenges.

Getting the word out there

We now had to make sure sales managers are aware of the guidebook. We used paid advertising, inbound marketing methods and social methods to spread the word.

Chen, SimilarTech’s CEO, published a LinkedIn post telling sales managers all about the guidebook and inviting them to download it.

In no time hundreds of sales managers were exposed to the guidebook and invited to download it.

The results

During one month:

82.66% 196 104 67% 104
Increase in website sessions Sales managers asked to download the ebook New accounts opened Email open rates Marketing Qualified leads transferred over to sales


Schedule a FREE consultation

Read More

John Doe

Architect & Engineer

We love that guy

5 must watch TED talks for Inbound Marketing header

I love talks. They inspire, they tell a story, they emerge you in a journey. The best of these are TED Talks. I love how freely available they are to watch online on YouTube or directly from TED. I have been following TED Talks for quite some time now, I even read the book by Chris Anderson on how to give a TED Talk. The talks are like a time capsule where you can learn from the very best. A lot of it is evergreen content too, so what they spoke about then is just as relevant today. It’s like listening to Mozart but exactly how Mozart played it and how he intended it and everyone still loves Mozart in 2018! In this post I have collected my 5 must see TED Talks for inbound marketing which I find most insightful for marketing today.

1. Simon Sinek: Great Leaders Inspire

This is one of the greatest marketing talks not just for companies but for us as individuals as well. In it we learn how everything should start with “Why”. Once you know this, then you can get your customers, your staff, and suppliers to believe in what you believe. For me this tops everything else an organization is trying to do. You can provide a bad service, you can provide a bad product, but if you have a great “Why” then customers will forgive you, at least in the short to medium term. Virgin counted on this when they launched Virgin planes. The product was poor, but people believe in Branson and his vision to eventually deliver something of value for the people, and that’s why people put up with it in its early days and in doing so helped it to become the huge success it is today. The customers reward, a market leading product a few years later. We talk a lot in inbound marketing about personalization, nurturing, and communicating better with customers. If you can get your “Why” correct you are over half way there. Join the 40 million others and watch the full video here:

2. Renny Gleeson: The story of a page not found

This short story is a small gem about the problem of the page not found. By having a great 404 page it can mean a lot to any business. The 404 page is about fixing a broken relationship between your customers and your website. It’s about using 404 to build your brand, removing the frustration of a customer arriving at the page in error, and instead making it a positive experience for them to send them on their way again to another page on your website. 404 is content, it should feel personal and it’s a great opportunity to showcase your inbound content. Renny gives a very succinct explanation of best practice and how important a 404 is and how it can help build your brand. Watch it here:


3. Seth Godin: How to get your ideas to spread

Great insights into how to get your company and products out there. Some great examples about the 15 year failure of sliced bread that no one wanted encapsulates the idea that you can have the best product in the world but without the right content marketing you get nowhere. You can talk about TV advertising or paid media, but interrupting adverts don’t work as well as it used to.

Although the talk happened in 2003 some 15 years ago, the points are all very relevant today. To go slightly further than Seth, interrupting ads don’t work because they are too general, people want a personalised message for their bespoke problem. Also you now need to be found by customers through searching and not through interrupting such as on TV. Seth talks about marketing to the geeks and not the majority. The geeks are the ones with questions, and searching for new solutions. What is important is they then tell everyone what they found. The majority on the other hand just wants to ignore you.

The next step is once you talk to the early adopters (geeks) you need to be remarkable and to do this you need to find out what people want and give it to them. Sounds familiar? This is what inbound marketing is. Giving people something of value, something they want to try or learn, then they will tell others.

Join 6M other viewers and watch the full talk here:

4. Dan Cobley: What physics taught me about marketing

This talk’s about Newton’s law and Heisenberg’s uncertainty principle and how it relates to marketing, but what is the most interesting thing is what comes at 4 minutes into the talk. Dan calls it “The Scientific Method”. This basically says that you can’t use stats and data to prove a theory, you can only use it to disprove it.

What makes this so useful to inbound marketing is it means you can spend a lot of time with SEO and content marketing telling everyone how great you are and how you solve a problem for them, but it only takes one bad week and one mistake to disprove that theory for your customers which can quickly unravel all your hard work.

This means two things, firstly don’t make mistakes, and secondly plan ahead for how you can resolve and fix those mistakes as quickly as you can. Think about what mistakes can happen in advance when everything is calm and focused, and work out all your options for when mistakes happen and what the scale of those mistakes might be. If you know there is a flaw in your product, don’t just hope it won’t be discovered, plan for it, and focus on personalised solutions to delight customers. This will make it a positive experience. If all else fails, align your organisation around the “why” as Simon Sinek says in his Ted Talk mentioned above and customers may be more forgiving.

Having this crisis management strategy in place before the mistake occurs means you can act swiftly and correctly to keep your inbound marketing on track even if you have a bad week and your product or service is slightly disproved.

You can watch Dan’s full talk here:

5. Will Stephen: How to sound smart in your TEDx Talk

This is one of my favorite talks. Watch it, listen to every word and learn nothing. There are no useful facts, no insightful stories, in fact after you watch it, I doubt you will remember anything in it. So why is it a TED Talk and why is it so important for inbound marketing?

When you watch it you will see that value can be given in many ways. In this talk value is given by it being interesting, fun, different, entertaining, but most of all it’s about how you say things rather than what you say.

If the content you write is boring, if its too complicated, it doesn’t matter what value you think it offers it will be lost and render the content useless. The key to providing value in your content is not just informing people, it is also how you talk to them and about branding. Every word, every sentence, and the style you write, conveys your brands image and makes a big impact on your customers perception of what your brand is. A serious blog post, means your company is serious. A funny blog post means your company is funny. A complicated blog post, means well your product is complicated and you probably won’t get how to use it either.

While Will does a great job in his TED Talk, I will spell out exactly what it means for inbound marketing. Don’t let the content, the stats, the solving the problem be the entirety of what you write about. How you tell the message is most important. So before you write any new piece of content, think about how you want to talk to your customers in terms of layout, jargon, length etc. and then write it down and use it for every post going forward so that all your content is based on these parameters.

To watch the full talk from Will and help increase the views beyond the 6M it currently has watch it here:


Wrap up

There is a lot you can learn from TED Talks. The ones mentioned here provides great insights and different viewpoints for inbound marketing. From understanding the why, to 404 (page not found), to physics, this is just the start. Inbound is all about creating something of value, making it personal, with the intention to create relationships. I hope these talks gives you new ways to think about your inbound marketing efforts. The only thing left is to ask yourself which insights are you going to act on first and which TED Talk is next on your list?


Read More

John Doe

Architect & Engineer

We love that guy

How to Write a Killer Blog Post

Every businesses and entrepreneur dreams of writing great content that engages, inspires, and activates readers to do, try or learn something new. In an inbound marketing world, getting this right can put you on the fast track to organically driving up your traffic volumes to your website, as well as driving increased awareness of your brand and in turn more sales. It can also position you and your brand as a thought leader strengthening your credibility in what you do or offer.

This works wonders for speeding up your nurturing process to help your potential customers through their personal buyer’s journey as quickly and safely as possible from awareness, consideration and then decision.

The only problem is while many try to write content that is great, not everyone succeeds. To help put you on the right track here is our style guide for creating what we like to call a “Killer blog post”.


You need to provide content that is Interesting, Valuable and Focused. This is what we call the “I, V, F” for your blog baby. To begin this process, the best tip I can give you is to start by creating an outline. You have your title, and an idea of what you want to say, now map out the structure with clear headings and short bullet points. You should aim for it to be about half a page in length. The outline will help you pin point the exact areas you want to talk about and exactly what you think your audience will want to read more of. Spend time creating this as it will pay huge dividends when you come to write it by keeping you on the IVF path.

To help you build the structure, make sure you research your topic area for any gaps in knowledge you might not be aware of. If you know your topic area well, one great approach is to write the structure first, then google around your topic/title to see if there is anything you may have missed and then add these in. This is a great way to keep your post well informed and original.

If you don’t know your topic area well, it can be difficult to write any outline at first, so the more you can read about it before you write or plan anything, the better. Also keep notes of any external content you found interesting by writing down web links so you can find it later if you need to.



Capture, engage, excite, intrigue and amaze. These are all the effects your introduction should have on your audience. The introduction should only be a few lines with the sole purpose of giving a brief insight into the benefits and value your post will bring to your audience. It’s not going to be easy to write a great intro, it’s an art, and the more you focus and try, the better and easier it will be to write one in future.

If your struggling to understand exactly what a killer introduction means, or maybe you know but don’t know how to write one, watch TED talks. The first 30 seconds of any TED talk is your blueprint of how to captivate an audience.

Here are some of the best intros ever on TED

Content Marketing



This is what keeps your audience reading. Your blog needs to tell a story. The flow is you holding your audiences hand as they read through your blog. If you let go of the flow, your letting go of your audience and they will leave.

So what is flow? It’s all about sentence and paragraph structure. That A leads to B, which leads succinctly to C. This flow happens within paragraphs and within topics. First of all I am going to tell you the what, then I am going to tell you the why, then I am going to tell you the how. This is an example.

Think of Flow as the sixth sense that you must have when writing. In fact lets focus on exactly that for a moment. A great way to understand flow is by watching the movie “The Sixth Sense”. Watch it very carefully and see how everything is completely connected in more ways than you think. Ask yourself one question each time there is a new scene… “if this scene was removed would the story still make sense”, i.e. does the scene add value or could it be removed. What you will find remarkable is that every single scene matters and without it the story wouldn’t work. The Sixth Sense is actually the greatest example of this than any movie I have ever seen. Watch it again and see it in action.

Here is a great clip that explains this:

This is how your flow in your blog should work too. Read every line of your blog and then ask yourself, “Does this sentence or paragraph or section help in telling my story?”. Ask yourself, “If it wasn’t there, would it still make sense, would the value still be there?”. If not it should it be moved somewhere else or just deleted. Perfect the flow and your audience will be kept focused and with you to the end of your blog.


For inbound marketing, examples can be king and can really engage your audience and create that personal conversation, making the reader feel you are talking directly to them. Examples help make the content as relatable as possible. Stats, quotes, short case studies, infographics, data, videos, and pictures are all great elements to include in your post to emphasise, clarify and support your key points. Try to keep them to a minimal, not every point or heading needs one. If used correctly it will really add a lot of power to your post.

Make sure any external source are attributed to their creator with a link to their page. It substantiates your work even more and offers the reader an extra resource for any further information or clarification they may seek. It can also help build relationships with other thought leaders and they will thank you for helping them with SEO with a link to their site from your page. Maybe they will return the favour next time. Always give credit where credit is due and make sure any pictural examples are free from copyright. If your not sure, check.

Takeaways and Action Points:

You blog should follow the three “I’s”. It should create interest, then inform, and then ignite an action. To ignite, you need to provide your audience with easy to follow action points. Think of it as the Ikea of your ideas. Your packing it up in an easy way for your audience to build themselves. To do this, each section should try to have clear and actionable points or considerations. It should be concise and easy to follow. You can have your takeaways as the concluding sentence or label it with a bullet point.

Words to include and exclude:

The two main spheres for content writing are scare or inspire. This can depend on the brand messaging so make sure you chose the one that fits for your business. If your goal is to scare people to think or act differently, or grab someone’s attention feel free to make it dramatic but don’t go too over the top or you may lose credibility.

If you want to inspire people to think or act differently, keep to positive language. Instead of using “but”, use “and”. Instead of writing “don’t” or “shouldn’t” replace this with “if” and “try”. Your aim here is to encourage and make everything possible, not to preach or make thing seem difficult or complicated.

Words to include and exclude


The best conclusions you can write for your blog post is one that takes you right back to the start, making the post take a full circle. Conclusions are the last thing visitors are going to read, and the one thing that they will remember. If done correctly it will leave your reader thinking about your post for a long time after they have left it. It will also make them wanting to read more.

To write a killer conclusion, the best place to start is right back at the beginning with the introduction. Read your introduction several times, stick it in your head, then use your conclusion to answer any questions you might have raised in the intro.

Follow this by summarising the three key points from the rest of your post, before finally giving your readers something to think about. You can do this by asking an intriguing question about themselves relating to your post’s topic, by giving your thoughts about the future in your topic area, or by giving users a final direction in your topic area to think about.

If you need any inspiration for this, turn to TED once more and watch the last minute of these videos to give you some ideas.
Here is one of our favourites:

Final Thoughts:

Writing a killer blog post takes a little time and practice to refine and is something anyone can do. It starts with research to build a great outline, a captivating intro, a smooth story, positive wording, examples to add depth to your points, takeaways to inspire and ignite your readers, before finally, a killer conclusion that leaves your readers with a lingering thought and wanting more.

Fundamentally it’s all about providing valuable and interesting content. If you ever need inspiration for this, watch as many TED talks as you can.

Still dreaming of writing great content or ready to make it a reality? Try our top tips with your next blog post and see the difference. Remember though content is just one theme of a killer blog post, StrategySEO and Style are the next crucial elements for you to consider.

Read More

Go to Top