Brand & Capture

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How to Achieve the Perfect CTA: Working with Your Copywriter

Kuno Creative
Posted by Kuno Creative

As more and more companies jump on the “Content is King” bandwagon, brands can no longer afford to publish a compilation of words on a page, sprinkled with keywords, and call it copywriting. In the sea of online content, prospects are going to become conversions only if the words speak directly to them, and draw them in to take that next step.

Companies just beginning the process of content creation, especially medium- to large-sized businesses, often find it easiest to create engaging content when marketing teams collaborate and work with a variety of copywriters to move campaigns along.

3 Places You Should Advertise Online Instead of Google

Dan Stasiewski
Posted by Dan Stasiewski

Remember the days when investing your online advertising dollars was as simple as finding a Google Adwords certified PPC company and letting it setup keyword-focused campaigns? With more channels for advertising available and technology enhancements making it easier to target the right buyers, ad buying is no longer that simple.

How Inbound Marketing Can Revolutionize Healthcare Recruiting Efforts

Carrie Dagenhard
Posted by Carrie Dagenhard

Imagine there are two hospitals: Hospital A and Hospital B. Both are hiring for multiple positions, and both are located in the center of culturally similar, mid-sized cities located in the same geographical region. Both are fairly new research institutions offering cutting-edge medical practices and technology. On paper, these hospitals seem identical. However, while Hospital A often struggles to locate qualified candidates, Hospital B is bursting with top talent on every floor and department.

So, what’s the difference between the two?

How One Inc. 5000 Tech Company is Killing it With Demand Generation

Stephanie Kapera
Posted by Stephanie Kapera

As you browse through the Inc. 5000 software category, you wonder: What are marketing leaders at these companies doing that I’m not? In this interview series, I try to take some of the mystery out of that question by picking the brains of some of the smartest people working in marketing today.

Next up is Letitia Rodley, Senior Director, Demand Marketing at Five9, a San Ramon, CA-based technology company that provides a full-featured, on-demand call center software product in a SaaS model. A five-time Inc. 5000 honoree, Five9 has grown rapidly year-over-year; in the past three years alone, the company has grown 228 percent. As Senior Director, Demand Marketing, Letitia brings more than 20 years of experience to Five9, where she’s heading up an increasingly sophisticated and exciting demand generation program. Read on to find out more about her approach.

How Tech Companies Can Reduce Churn By Improving Customer Retention

Annie Zelm
Posted by Annie Zelm

It's well understood that it's cheaper to keep an existing customer than acquire a new one. On average, it costs six to seven times more to acquire a new customer than to retain an existing one, according to Bain & Company.

Additionally, you're far more likley to sell to existing customers than to new prospects. This is especially true for technology companies, which tend to have higher customer acquisition costs. 

Companies seem to be well aware of this reality, yet a recent marketing report published by econsultancy revealed only 30 percent are "very committed" to one of the most effective ways to retain existing customers: relationship marketing. 

10 Myths About Lead Quality: Busted

Alex Dunner
Posted by Alex Dunner

This post was originally published on the HubSpot Marketing Blog

Your leads are the driver of your business. To grow and to gain customers you need to have quality leads that are actively engaged in your organization’s offerings—leads that are a fit for organizations strategy.

While every organization has a unique approach to categorizing its leads, there are several myths associated with lead quality many organizations fall to. Lets take a look at 10 lead quality myths and debunk them using facts derived from industry data.

Mobilegeddon: Frequently Asked Questions

John McTigue
Posted by John McTigue

The good news, if you're reading this post on April 20, 2015, you still have time to get ready for "Mobilegeddon", Google's algorithm update that will reward mobile-friendly websites and penalize everyone else. The bad news, you only have one day to get it done!

Hopefully, I'm not the one breaking this news to you, and you've been working on updating your site since Google made its announcement on February 26. Google's addition of mobile optimization to its ranking signals means you need to get busy, or your website's SEO performance is likely to suffer a hit both on search engine results ranking and organic traffic to your site. Is your site ready?

How Can Tech Companies Use Psychology to Affect Customer Decisions?

Carrie Dagenhard
Posted by Carrie Dagenhard

During your weekly trip to the grocery store, you approach a refrigerator section displaying several similarly priced containers of orange juice. In seconds, you make a selection and move along. While standing in line at the check-out, scrolling through your email on your phone, you see two separate offers from two local spas. You delete one and open the other. Minutes later, on the drive home, you spot three gas stations. You automatically pull into the second station on the left.

All day, our brains make rapid-fire, subconscious decisions. And, for decades, marketers have worked closely with psychologists and sociologists to unlock the mystery of subconscious decision-making. But, even with libraries full of books, and hours of research dedicated to better understanding consumer behaviors, many technology companies are still unsure of how to apply this knowledge to their marketing efforts.

3 Fascinating Ways Conversion Depends on Personalization

Tracy Vides
Posted by Tracy Vides

We keep hearing about all the different ways brands can work more efficiently to convert visitors to their website. Conversion optimization advice typically revolves around website design, on-page and off-page SEO ranking signals, content marketing, social media marketing and so on.

But what about that gem of a marketing tool called personalization? What happens when brands spend some time treating their target audiences like people instead of treating them as numbers in an excel sheet? This does not even have to be on your website alone. What happens when you offer some personal TLC via your brick and mortar store, your email campaign or even your mobile ads? Good things, I assure you.

Read on for insights into how personalization can be your secret weapon in the race for conversion optimization.