The Whole Brain Group http://www.thewholebraingroup.com Smart Web Design & Inbound Marketing Strategies Thu, 21 Jul 2016 18:40:56 +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 Use Data to Make Clients Fall in Love with You http://www.thewholebraingroup.com/blog/use-data-to-make-clients-fall-in-love-with-you/ Thu, 21 Jul 2016 14:00:00 +0000 http://www.thewholebraingroup.com/blog/use-data-to-make-clients-fall-in-love-with-you/ Quick quiz: How much does repeat business contribute to a professional service’s and B2B enterprise’s marketing and sales? If you said “80 percent,” you’d be right. You more than likely guessed correctly, didn’t you? After all, it’s pretty well understood that the cost of retaining customers is less expensive than getting new ones (although the “fact” that it […]

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Use Data To Make Clients Fall In Love With You

Quick quiz: How much does repeat business contribute to a professional service’s and B2B enterprise’s marketing and sales?

If you said “80 percent,” you’d be right.

You more than likely guessed correctly, didn’t you? After all, it’s pretty well understood that the cost of retaining customers is less expensive than getting new ones (although the “fact” that it costs five times more to acquire a new customer is, some experts believe, bunk).

So once you get the customer, how can you ensure you keep them? By providing great products and services coupled with terrific customer service, of course. But there’s more to it than just a great widget or service.

Customers want to be heard, understood, and have a relationship with you. It’s pretty much a one-way relationship, though, with you providing all the attention, all the service, all the solutions, and the customer letting you know that he loves it – or doesn’t. (How many of us only hear from customers when they’re not happy?) 

Use Technology and Data to Show Customers You “Get” Them

Great relationships with your customers start before they ever become a client. HubSpot allows you to dig deep into data that shows you who is buying from you and why. These are your ideal customers and your task now is to target them – and pretty much only them.

You create personas for these perfect customers and then you create content for them that gives the information they’re looking for to solve the problems you know they have.

Creating Personas Using Actual User Data: There’s a Program for That

HubSpot’s software platform actually helps you create these personas. Even better, it ties the work of creating those personas to actual user data, allowing you to know exactly what your ideal customers want, and when and where they want it so that you can give it to them.

What does this have to do with retention? Everything.

Once a prospect is a customer, you don’t stop delivering the great content. You continue to send them informative ebooks, videos, infographics, etc., customized with exactly the information they want. Keep providing them with great products and services and keep sending them content they want, and you’ll not only have a happy customer: you’ll have a delighted customer. Customers tend to stay put when they are over-the-moon happy with you.

HubSpot and Personas: You’re So Happy When They’re Together

HubSpot would work wonders even if it didn’t offer its personas tied to actual user data. Without personas – and the exceptional specific data used to create them – HubSpot wouldn’t be able to help you wow and win over leads.

In other words, HubSpot is sweet; personas are critical. Put them together by using HubSpot and you can have a deep understanding regarding what data is relevant and actionable, helping you find and win new customers…and keep the ones you’ve worked so hard to land.

Next Steps

Take Off With Inbound Marketing

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4 Essentials to Analyze Your Sales and Marketing Success http://www.thewholebraingroup.com/blog/4-essentials-to-analyze-your-sales-and-marketing-success/ Tue, 19 Jul 2016 18:46:35 +0000 http://www.thewholebraingroup.com/blog/4-essentials-to-analyze-your-sales-and-marketing-success/   You’re a big fan of HubSpot’s marketing software.  You’re taking—or have taken—its training programs. You’ve even become HubSpot Certified. You’re going to work the platform yourself: you’ve GOT this! So you start working the system. You’ve figured out who your personas are and you’ve discovered their pain points and goals. You’re providing engaging and useful content […]

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4 Essentials To Analyze Your Sales And Marketing Success 

You’re a big fan of HubSpot’s marketing software.  You’re takingor have takenits training programs. You’ve even become HubSpot Certified. You’re going to work the platform yourself: you’ve GOT this!

So you start working the system. You’ve figured out who your personas are and you’ve discovered their pain points and goals. You’re providing engaging and useful content that your target market wants. You get prospects’ contact information when they download some select content from your website and you continue to wow them with your expertise as you send them newsletters packed with great information (and more free downloads).

But how do you know this is working? As in, REALLY WORKING?

Reading the Pulse of Your Marketing Efforts

You’re checking HubSpot’s analytics and studying them carefully, but you’re still not sure if your marketing and sales efforts are actually bringing in qualified leads. Be honest: are you saying to yourself, “We don’t really know what is or isn’t workingwe’re just guessing”?

HubSpot’s analytics tools can give you some great insight, but they don’t analyze everything you need to ensure you’re performing inbound marketing with incredible ROI

4 Tools to Ensure Inbound Works

Want a more complete understanding of your marketing success? Use these four tools in combination to see a complete ROI on your inbound efforts.

1) A Service Level Agreement (SLA)

When it comes to tracking and measuring your marketing and sales funnel, you already know that you have to decide what you want to track/measure before you ever start.

Yet in many companies the marketing team has one set of KPIs it tracks while the sales department has another list—and they usually aren’t in alignment.

Enter the SLA.

The SLA is a simple agreement (no more than two pages long) created by both teams together that establishes and defines what a qualified lead really looks like. It then sets down what to do with qualified leads, and who will do what.

The SLA has six sections:

  • Sales/marketing goals for the quarter
  • Definition of exactly what a marketing-qualified lead (MQL) is and how to rank it
  • Quarterly goal for MQLs and how they’ll be tracked
  • Description of how leads will be handed off to sales and at what point in the sales funnel
  • Specific actions that the sales team will do when a lead becomes a sales qualified lead
  • Track methods for MQL-to-SQL performance. Review how many MQLs became SQLs, how many MQLs became customers, and which of your inbound campaigns brought the best leads.

2) Hotjar

When you want to know why a page performs well, HotJar provides excellent information on site visitor behavior. Heatmaps, for example, show where your visitors are clicking on a page, even how far they scroll on the page (if at all). The tool also lets you put polls and surveys together so that your visitors themselves can tell you how to create a better site and user experience.

Hotjar-heatmap-short.jpg

3) Google Analytics

Google Analytics can work well with HubSpot, allowing each tool to fill in the other’s gaps. Google Analytics lets you create reports that show the different ways your users view your site, and it provides insightful information on SEO analytics. 

4) HubSpot

Of course we had to include HubSpot on this list! We’re a HubSpot-Certified Platinum Agency because we’re excited about the power of the HubSpot platform to revolutionize a company’s marketing success. HubSpot has terrific tools for competitor research/analytics and keyword research, and it can help you come up with content ideas for your target audience. HubSpot’s tools can track specific leads and visitors to your site and can identify where they’re coming from (all the way down to the IP address used), allowing you to customize a user’s experience with you, depending where they are in their buyer’s journey.

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.”

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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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