Brand & Capture

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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.

How to Harness Micro Moments in Your Marketing Strategy

John McTigue
Posted by John McTigue

Your everyday experience is laced with "micro moments." Google coined this term to describe the instantaneous bursts of curiosity and action that drive our decision making these days. When was the last time you contemplated jumping on your smart phone and searching for something? Right, you don't think about it, you just do it.

An idea or an emotion occurs to you, and you do the most natural thing. You Google it or you pop into Facebook, Instagram or SnapChat and post a selfie. We are driven by impulses in 2015—for knowledge, for communication or for buying. That's what governs us. So if you're a marketer, shouldn't you be playing in the micro moments sand box?

5 Unconventional Content Ideas for Technology Companies

Casey Newman
Posted by Casey Newman

As a technology marketer, you know the value of content marketing. In fact, you’ve probably been producing compelling content for your company on a regular basis. Maybe you’ve even been tasked with creating more in a shorter amount of time. According to the Content Marketing Institute (CMI), 74 percent of technology companies are creating more content than they were last year.

When brainstorming content ideas, it can be easy to stick with the tried and true — white papers, blog posts and eBooks. But there’s more to successful content marketing than these staples. You may find branching out with new forms of content helps to delight your customers and brings in new prospects.

Here are five unconventional content ideas that can help technology companies stand out from the crowd.

8 Types of Manufacturing Content Essential to Driving Sales

Annie Zelm
Posted by Annie Zelm

First, the good news: More manufacturing companies are recognizing the importance of creating great content. 

Eighty-two percent of manufacturers are incorporating content into their marketing strategy, according to the 2015 B2B Manufacturing Content Marketing trends report, recently published by the Content Marketing Institute. More than ever before, they're focused on using it not only to generate awareness, but to drive sales. 

Unfortunately, only 26 percent of manufacturers said their organization's approach to content marketing was effective; only 4 percent said it was very effective. That's a huge gap between where manufacturers see their strategy now and where they want to be. 

A Formula for Successful SaaS Website Design

John McTigue
Posted by John McTigue

The secret to a successful SaaS marketing website isn't really a secret. It's a formula born out of common sense with a strong tilt toward your customers. What do they want? You should know this because it's the essence of good product design. If you understand your customers and build your SaaS product or service to meet their needs, you're a long way down the road to success. The same follows for your website.

Design your website for them, not for you, and you can increase the odds they stick around and become paying customers. Let's take a look at the formula.