The Whole Brain Group http://www.thewholebraingroup.com Smart Web Design & Inbound Marketing Strategies Fri, 01 Jul 2016 18:10:51 +0000 en-US hourly 1 http://www.thewholebraingroup.com/home/wp-content/uploads/2015/09/cropped-WBG_150x1501-32x32.png The Whole Brain Group http://www.thewholebraingroup.com 32 32 Making Sense of Lead Scoring in HubSpot http://www.thewholebraingroup.com/blog/making-sense-of-lead-scoring-in-hubspot/ Fri, 01 Jul 2016 16:25:32 +0000 http://www.thewholebraingroup.com/blog/making-sense-of-lead-scoring-in-hubspot/ Recently at our Ann Arbor HubSpot User Group mixer, I was asked about the Lead Scoring feature in HubSpot: What’s the optimum lead score? It’s a good question, because lead scoring is a bit of a mystery to a lot of marketers. How does it work, how do you know what the right numbers are, […]

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Making Sense Of Lead Scoring In HubSpot

Recently at our Ann Arbor HubSpot User Group mixer, I was asked about the Lead Scoring feature in HubSpot: What’s the optimum lead score?

It’s a good question, because lead scoring is a bit of a mystery to a lot of marketers. How does it work, how do you know what the right numbers are, and what should you be aiming for?

What Is Lead Scoring?

Lead scoring is a way of ranking leads by their likelihood of buying. Lead scoring can be a huge benefit to your sales team because it helps you quickly identify your best qualified leads.

HubSpot marketing automation supports lead scoring by collecting your contacts and automatically scoring them based on their actions and behaviors, level of engagement over a period of time, their profile and demographics, etc. Each behavior has a pre-assigned point value that you have determined. As your contact progresses through the buyer’s journey, their score is updated. Once a contact crosses the lead scoring threshold, they become a qualified lead and your sales team is notified.

Lead scoring is persona-based, so be sure to set up personas in HubSpot, and to include persona fields in your forms, so that each contact gets scored correctly for the right persona.

Improving Your Lead Quality

If you’re like most companies, you’re hearing these most frequent complaints from the sales team about the low quality of leads:

  • No defined timeline to make a purchase decision
  • Not a decision maker
  • No interest in product/service offered
  • Not qualified based on agreed criteria

But lead scoring helps guarantee that you’ll always provide a list of highly qualified leads to your sales team.

Assigning Lead Scoring Values

An awesome feature about HubSpot is being able to flip between the marketing side and the CRM sales side of the tool—particularly helpful if you’re trying to figure out the criteria for a good lead.

screenshot of the HubSpot CRM with filtered timeline

In the HubSpot CRM, take a look at some successful deals or closed sales. The timeline shares the contact’s history, which might provide you with some obvious signs of what a qualified lead looks like in conjunction with your SLA (link).

You should also speak with your sales team and review closed deals together. This will help you understand their criteria for a serious sales lead and what doesn’t make the cut.

Look for trends. Identify the most common steps that lead to a closed sale and use that to determine the top performing MQL types of conversion points: downloading a white paper, attending a webinar, requesting a demo or quote. Which of those resulted in the highest dollar value in sales revenue?

Assigning Point Values

The point values you assign to each behavior and to your threshold lead score are somewhat arbitrary. They’re based upon a wide range of custom needs.

Begin with identifying the basic criteria that make sense for your business:

  • Persona/role and job title
  • Company size/number of employees
  • Company type/industry
  • Geography/location

Score for types of interest:

  • Requested a demo or specific information
  • Viewed a certain type of product page
  • Top-of-the funnel interests (e.g., content downloads like ebooks and webinars) vs. more qualified middle-of-the-funnel interests (e.g., product content like pricing pages or a free trial)

Consider the activity level:

  • Number of web pages viewed
  • Activities within a specified time period (90 days depending on sales cycle)
  • Number of forms completed (content downloaded or inquiries made)

Grant the lead more points to the highest performing activities and behaviors. For example, the persona or job title required might get 20 points and the wrong persona or job title would get negative points. The same goes for your other criteria. Adding up all of the points gets you to your lead score.

After a few months of using lead scoring in HubSpot, go into the data and make some tweaks to fine tune your scoring. Ask these questions:

  • Did the top prospects have the best score?
  • Does the lead score threshold still hold true?
  • Have you added any new marketing activities that need to be assigned a score?

Remember to set up alerts based on your custom lead score to notify your sales team when leads have reached that critical score that makes them sales-ready. Be sure to meet with the sales team monthly to review the results and refine your lead scoring.

Next Steps

Take Off With Inbound Marketing

Featured image credit: Mr. Littlehand, via Flickr

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Inbound Marketing Strategy Helps EOS Worldwide Grow With Impressive Results http://www.thewholebraingroup.com/blog/inbound-marketing-strategy-helps-eos-worldwide-grow-with-impressive-results/ Wed, 29 Jun 2016 11:34:07 +0000 http://www.thewholebraingroup.com/blog/inbound-marketing-strategy-helps-eos-worldwide-grow-with-impressive-results/ EOS Worldwide is a growing organization of entrepreneurs who are passionate about helping other business leaders succeed. These entrepreneurs use the Entrepreneurial Operating System® (EOS®) to power their companies with a set of simple, practical, real-world tools designed to improve accountability, focus, and results. With over 16 years of history and more than 16,800 companies […]

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Inbound Marketing Strategy Helps EOS Worldwide Grow With Impressive Results

EOS Worldwide is a growing organization of entrepreneurs who are passionate about helping other business leaders succeed. These entrepreneurs use the Entrepreneurial Operating System® (EOS®) to power their companies with a set of simple, practical, real-world tools designed to improve accountability, focus, and results. With over 16 years of history and more than 16,800 companies currently using the tools, EOS is a proven system that consistently helps companies achieve more revenue, growth and profit while delivering a better balance of life to business owners and leaders.

The Challenge

Image of the Book "Traction" by Gino WickmanThe Entrepreneurial Operating System became popular in the small business community after creator Gino Wickman published his book Traction in 2007. As demand grew for the EOS Process™ and Tools, more and more business owners began to turn to professionally-trained EOS Implementers for guidance on how to implement the Entrepreneurial Operating System effectively in their organizations.

To keep up with increasing demand, EOS Worldwide needed to:

  • Attract more qualified business coaches to be trained as professional EOS Implementers.
  • Continue spreading the word to business owners and leadership teams who would benefit from using the Entrepreneurial Operating System model, process, and tools.

EOS Worldwide came to The Whole Brain Group with the goal of developing a scalable marketing infrastructure that would enable them to work efficiently and drive powerful results. As a long-time user of the Entrepreneurial Operating System in our own agency, the Whole Brain team was a natural fit to help EOS Worldwide achieve their goals.

Inbound Strategy with Whole Brain Goodness

First, we worked with EOS Worldwide to develop an inbound marketing strategy that would complement their relationship-driven culture and support their long-term growth goals. We started by aligning our teams to develop a shared 1-year vision for smarketing success. We then created detailed buyer personas, audited their existing content, and developed a plan to attract more traffic from ideal customers, improve conversion rates, and deliver personalized content tailored to the buyer’s journey.

Preview image of EOS Worldwide's websiteNext, we collaborated with another great Michigan-based agency, Loftopia, to launch a new website and blog built in the HubSpot COS that was integrated with EOS Worldwide’s existing learning management system and online store.

The new site, launched in August of 2015, featured a revamped structure with content tailored to the two primary personas, supported by an inbound infrastructure that automates repetitive tasks, delivers personalized content through nurturing workflows, and regularly engages the EOS community with fresh content. 

It’s impossible to document all of the improvements that have been made in a short blog post, so here are a few highlights:

  • Optimized all site pages for SEO using the HubSpot Page Performance tool
  • Restructured site architecture and rewrote all site content tailored to buyer personas
  • Migrated blog subscription from MailChimp to HubSpot blog notices
  • Implemented nuturing workflows to engage qualified prospects with fresh content
  • Leveraged GoToWebinar integration to automate webinar follow-up
  • Leveraged HotJar integration to identify opportunities for improving usability and conversion rates

Today, we provide marketing strategy and support on an ongoing basis, seamlessly integrating our Inbound Marketing methodology and team with the EOS Process™ to achieve marketing traction.

Delightful Marketing Results

Since engaging with The Whole Brain Group, EOS Worldwide has experienced a number of impressive results year over year:

 90% year-over-year increase in monthly website visits. 50% year-over-year increase in monthly emails collected. 98% year-over-year increase in webinar registrations. 72% year-over-year increase in monthly blog views. 100% year-over-year increase in sales qualified leads (SQLs). 90% increase in fans and followers on LinkedIn, Facebook, and Twitter

This year, EOS Worldwide is on track to meet or exceed all of its 2016 annual marketing goals, and expects to train 80% more Professional EOS Implementers than in 2015.

“The Whole Brain Group team has delivered great results for EOS Worldwide – from webinar registrations to traffic and leads, our scorecard numbers are up across the board. They truly understand our company vision, and have been able to focus our marketing strategy on the activities that bring us the most value, while simultaneously helping us build processes and systems that will scale as we grow.”Don Tinney, Integrator at EOS Worldwide

The Secret of Our Success

Similar to the EOS Process™, The Whole Brain Group Smarketing Process is designed to establish and maintain alignment between our teams so we can function cohesively with the client’s company. Each year, we develop and document a shared one- and three-year vision for success to make sure everyone is on the same page before executing our plans. We then select three to five priorities each quarter to focus on—aligning our activities and budget to support these priorities. Finally, we meet regularly to monitor results, report on progress, and remove obstacles that are standing in the way of reaching our goals.

Following this process helps us establish an environment of transparency and accountability between our teams so we can address issues when they arise, and minimize waste due to miscommunication or misaligned priorities.

What’s Next for EOS Worldwide

When you have this kind of success, it creates new problems—but they’re good problems to have!

To manage increased lead volume without increasing headcount on the sales team, we are now working on a Sales Enablement project to help EOS Worldwide streamline their lead follow-up process using the HubSpot Sales Tools. We’re also in the midst of developing an internationalization and localization strategy leveraging HubSpot Enterprise features to support the company’s expansion into global markets.

“It’s exciting to watch momentum build in the market, and to witness the powerful impact EOS has on the businesses who implement it. We’re proud to collaborate with such a great organization and to work together to help even more business owners achieve their dreams!” – Marisa Smith, Head Brainiac at The Whole Brain Group

Next Steps

Take Off With Inbound Marketing

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Seamless Collaboration Results in Seamless Security: Access Control and Custom Bullet-Resistant Doors http://www.thewholebraingroup.com/blog/seamless-collaboration-results-in-seamless-security-access-control-and-custom-bullet-resistant-doors/ Wed, 09 Mar 2016 15:09:54 +0000 http://www.thewholebraingroup.com/blog/seamless-collaboration-results-in-seamless-security-access-control-and-custom-bullet-resistant-doors/ Building a good bullet resistant barrier systems with access control requires seamless collaboration between vendors.  This doesn’t just reduce stress and lower cost (although it always does the former and almost invariably the latter)—it also results in systems with a tighter fit, smoother look, and altogether better performance.  Seamless collaboration is the only way to […]

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Building a good bullet resistant barrier systems with access control requires seamless collaboration between vendors.  This doesn’t just reduce stress and lower cost (although it always does the former and almost invariably the latter)—it also results in systems with a tighter fit, smoother look, and altogether better performance.  Seamless collaboration is the only way to get a seamless system: One that operates smoothly, consistently, and doesn’t tip off possible attackers.

Access Control is a System

In contrast to traditional door locks—which are interchangeable stand-alone pieces that can be easily swapped out—a modern access control system is just that: A system, relying on dedicated software.  While the initial installation and configuration is more complicated than just having a locksmith come in, the resulting functionality is an order of magnitude simpler to deal with and more useful.

For example, key management is traditionally a nightmare—staff turnover, new hires, lost and stolen keys, special access needs, contract maintenance teams, security staff, etc. With an access control system, adding or removing access is just a matter of keystrokes. If someone looses an RFID fob or keycard, issuing a new one is significantly cheaper and easier than having a new key cut (or, in the worst-case scenario, having to re-key all the doors accessed with a given key). In a building-wide system, each individual user can have customized access to different spaces without having to carry an entire ring of keys, and can be granted access on a temporary or conditional basis (e.g., only on weekdays, only between 8am and 5pm, only after business hours, etc.).  A system can have 100,000 users or just 10, it can be accessed via keypad, card, card and PIN, RFID tag, biometrics, and so on.  Additionally, the system can log users as they come (and go), or pass between building sectors.

“These are really incredibly flexible systems,” Eric Malzahn, a Total Security Solutions project manager, explains.  “So, before an architect or facility owner starts talking to any vendors, what’s most important is to really take a look at the end-users’ daily operations, how they are functioning every single day, so that the system can be designed around that.”

Secure Access Demands Collaboration

Eric notes, “With such powerful systems, it’s really important to get all the details right, all the parts meshing.  What separates TSS is that we’re willing to work with other security vendors as equals.  Other companies in our industry really shy away from that. They don’t understand access control, so they don’t want to deal with it. We’re not scared of these types of challenges.  We’ll customize our systems to make it work however the end-user wants.  We always take the time to research it and work with others to make it happen.”

Such collaborations can be very straightforward.  It might take nothing more than a few quick phone calls, and then supplying doors prepped for specific hardware.  TSS can also design and fabricate bullet resistant barrier systems around the access control system, which can include integrating power supplies feeding the appropriate voltage, installing electric strikes and electrified hinges, and so on, so that the access control system can be easily wired up once the barrier is installed.  “We’ve done full-blown access control systems with everything: key cards, electric strikes, Aiphone, the works—much of it buried in the door or frame, so you don’t have external wires and ‘after-market add-ons’ showing.”

This isn’t limited to new construction or entirely new systems.  “For example, we were working with a client in Florida who had an Aiphone system in place.This brand of audio/video intercom system is especially popular with schools.  “We came in, took measurements, investigated what we need to do to keep their existing access control system while improving on their security by seamlessly integrate access control with a fully rated door.”

A Security System is Only as Good as its Doors

Instead of bulk-purchasing mass-produced pre-fab doors, TSS fabricates all of their doors entirely in-house.  In part, this is simply a matter of practicality:  A pre-fab door is never going to be a perfect fit. If you want a system that looks good and works smoothly, you need a custom-tailored door.  By building their own doors, TSS can be sure that any hardware the end-user wants will be perfectly fitted to the door, and that the door can be properly prepped for seamless integration with any access control scheme.

But for TSS CEO Jim Richards, custom bullet resistant doors are about more than just being practical. “We always want our work to be a cut above,” he explains.  As an example, he shares these 100% custom interior double doors, built for a sensitive corporate facility.  “This is the kind of custom work we can do on a one-off.  No one in our industry has ever done doors like these.”

DSC01411

At first glance, they seem like standard vestibule doors.

“But those door lites aren’t individual panes—each door has a single-piece of monolithic acrylic, visually divided by false muntins that we built from scratch, precisely blended to the surface of the door”—which is backed with bullet resistant fiberglass, and also conceals access control devices integrated with the building-wide system.”

In most cases a buyer will order a door either veneered, or simply primed to be painted on site.  For this particular job, they needed a quick, quiet, clean installation.  The client also wanted to assure durability, so TSS handled a custom paint job, as well as all of the brass hardware, perfectly matching every other piece in the building.

The result: security-rated doors and advanced access control systems, seamless integrated to fade into the background.

NEXT STEPS:

Make or Break Project

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Your First Bullet Proof System: Planning, Production, and Installation http://www.thewholebraingroup.com/blog/your-first-bullet-proof-system-planning-production-and-installation/ Wed, 02 Mar 2016 22:00:51 +0000 http://www.thewholebraingroup.com/blog/your-first-bullet-proof-system-planning-production-and-installation/ According to Jim Richards, CEO of Total Security Solutions, people worry too much about bulletproof barrier installation:“They get really focused on what it’ll take to get a system installed, and it’s hard to persuade them that this isn’t that big a deal. The real challenge is in the initial planning, which comes weeks and months […]

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bulletproof glass barrier in business setting

According to Jim Richards, CEO of Total Security Solutions, people worry too much about bulletproof barrier installation:
“They get really focused on what it’ll take to get a system installed, and it’s hard to persuade them that this isn’t that big a deal. The real challenge is in the initial planning, which comes weeks and months before anything ships. That’s the tricky part, the part we’re really eager to carefully guide them through. The installation? Heck, we get that done overnight. That’s a piece of cake.”

Planning for a Great Bullet Proof Barrier System

There are five questions you’ll need to think through before calling a bullet proofing consultant:

1) What sort of threat do you need to protect against? It takes different levels of ballistic material to stop a .9mm and an AK-47. Likewise, it takes different styles of systems to deter an ideologically driven sniper and a smash-and-grab bandit.
2) What area of your building do you need to secure? Different materials and designs work better in indoor and outdoor applications. The number of access points, the height of ceilings and lengths of counters, the materials of the walls, all have an impact on system design.
3) What sort of business do you need to get done through the barrier? A barrier with high traffic–many transactions, many deliveries, many visitors, a loud and bustling lobby–poses different challenges than a barrier mounted at the end of a quiet hall with only the occasional visitor turning in paperwork.
4) What are your aesthetic goals? Some businesses want unobtrusive bullet proof reception windows and bullet resistant doors that blend in with every other door in the building; others want the system to clearly announce itself and act as major a deterrent.
5) What limitations are there to the delivery and installation? Your system arrives in a semi-truck strapped to pallets that need to be moved with a forklift. Installing on a second floor with narrow halls in a building at the end of an alley is challenging–knowing about that early will give TSS time to find solutions.

Getting the Details of Your Project Right is the First Step

Once you have these details clear in your head, then you will have a very productive conversation with a TSS consultant. That consultant will walk you through the options that suit your space and application, arrange to get accurate measurements, have drawings prepared as you work through the approval process, and so on.
It surprises most new customers to learn that the trickiest aspect of any bullet proof system is the doors. Any member of Jim’s team can recall countless occasions when a customer has been absolutely confident that they need a door hinged on the right and swinging into the secured area, only to take one look at the drawings and realize that’s impossible because of the furniture layout, or the way two halls come together, or fire code, or one of a million other tiny details.
“Doors get people all the time,” Jim notes. “It’s why we made this bullet proof door checklist, to help people think through it before they commit.”
It may seem like a simple matter, but TSS bulletproof doors are entirely custom made–which is how they can get a seamless fit and smoothly integrate your your preferred hardware, from standard keyed locks and panic bars to multi-entry computer-controlled electric strike access systems. Changing the direction of swing or how the door is hung often necessitates redesigning the door from scratch.

Smooth Production and Installation Preparation

Once the plan is squared away and approved in writing, the process rolls very smoothly. All TSS bullet resistant barrier systems and components are fabricated on-site). In order to assure tight tolerances among all of a barrier’s components, TSS relies on a highly tech-driven engineering workflow. Because of the job batching process, many projects go into production immediately upon receiving your approval. This is great for delivery times, but bad for last minute changes; always double check all drawings carefully prior to approval.
While your system components are being fabricated, there are a few things you can take care of to be ready for installation. The most important of these are:
1) Establish a single point of contact within your organization to answer any questions about the system, delivery, or installation. Having a single point of contact assures faster turnarounds and fewer miscommunications.
2) Prepare for installation: Make arrangements within your organization to receive shipments, clear out spaces, grant after-hours access to installers, and so on.

Keeping Installation Easy

The installation itself is a breeze, rarely taking more than a single evening. Even complex systems can be installed over a weekend. While some buyers may elect to do their own installation–especially with a “single-site” or “single element” installation, like putting in a simple transaction window–Jim is quick to point out that it’s easy to bite off more than you can chew.
“These are unfamiliar materials to most people,” he explains. “What you’ve got to keep in mind is that these materials can’t be treated the same way as regular building materials. First off, they’re heavy. It’s very easy to damage your drywall or framing by leaning a large ballistic acrylic window against it. A bullet proof door, if leaned against a wall, can actually deform under its own weight. Also, some of the materials–especially the transparency–can be badly marred by things like paint thinner or lacquer thinner, which are no problem for regular window glass.”

NEXT STEPS:

Bulletproof Glass History

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Hero or Outlaw? How to Use Archetypes in Marketing Your Brand http://www.thewholebraingroup.com/blog/hero-or-outlaw-how-to-use-archetypes-in-marketing-your-brand/ Thu, 30 Apr 2015 20:03:59 +0000 http://new.thewholebraingroup.com/?p=396 If someone asks you what your archetype is, don’t worry—it’s not a cheesy pickup line. Archetypes are an ideal model of a type or group, like a personality type or a typecast character. Think of Darth Vader as the archetypal Bad Guy, or Dorothy Gale as the archetypal Innocent. Archetypal images represent fundamental human desires. […]

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If someone asks you what your archetype is, don’t worry—it’s not a cheesy pickup line.

Archetypes are an ideal model of a type or group, like a personality type or a typecast character. Think of Darth Vader as the archetypal Bad Guy, or Dorothy Gale as the archetypal Innocent. Archetypal images represent fundamental human desires. In literature and art, they connect with readers and viewers at deep emotional levels.

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7 Ways You’re Ruining Your Calls to Action http://www.thewholebraingroup.com/blog/7-ways-youre-ruining-your-calls-to-action/ Thu, 30 Apr 2015 20:02:51 +0000 http://new.thewholebraingroup.com/?p=394 Let’s face it. You spend more time combing through stock photos than you do crafting your calls to action. CTAs are easy, right? Just tell your lead to sign up or download. Simple!

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Let’s face it. You spend more time combing through stock photos than you do crafting your calls to action. CTAs are easy, right? Just tell your lead to sign up or download. Simple!

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