Stori Pemberton
By Stori Pemberton on May 23, 2022

Alex Meade our VP of Sales & Marketing, and Sabina Hahn, our Lead Content Strategist here at Beacons Point invited Rebecca Devaney and Kate Babcock of Culture Theory to talk about why emotional intelligence in the workplace is important. Culture Theory is a business consulting firm that focuses on bringing emotional intelligence to your workplace.

Stori Pemberton
By Stori Pemberton on May 04, 2022

In our digital world, webinars have become one of the most efficient ways for companies to further their brand. These low-CTA forums enable companies to position themselves as industry thought-leaders, collect leads, and move prospective clients further down the funnel — but they're only as effective as the engagement they create.

If companies want to make the most of these online summits, they need to evaluate how they plan to maximize webinar attendance and foster as much participation as possible. That means thinking through broader goals like timing, planning, and deck layout (strategy) as well as specific means of implementation like deliverables, recordings, and repurposing content (tactics). We'll take a look at both in this article, and show you where to go after your webinar is complete.

Stori Pemberton
By Stori Pemberton on April 26, 2022

Quality content has the ability to take your SEO game to the next level. Search engines are looking for original, optimized content that includes links, keywords, and overall strong content. Quality and SEO are both crucial for search success. Read more to understand why. 

Stori Pemberton
By Stori Pemberton on April 22, 2022

HubSpot is a great tool for inbound marketing and sales, but sometimes it can get a little messy, especially when you’ve had your account for a long time. Accounts may switch hands or multiple people may be using the same account.

Without regular database hygiene practices, it can easily become unmanageable. In some cases, you may find you are sending out irrelevant content to contacts and actually hurting your marketing, sales, and service efforts. However, you may now know it’s happening until one of your contacts lets you know.

Alex Meade
By Alex Meade on April 12, 2022

Alex Meade, our VP of Sales and Marketing at Beacons Point was able to interview Ashley Lawson, our Vendor Manager. Ashley provides insight into why vendor management is necessary and how she does her job so well.

Stori Pemberton
By Stori Pemberton on April 01, 2022

Vendor management does not have to be complicated; by following our best practices, understanding the process, and knowing what you plan to achieve by hiring a sales or marketing vendor, you can have a stress-free vendor management experience. 

Ross Nelson
By Ross Nelson on March 18, 2022

Potential buyers will always be skeptical about your product or service until you've satisfactorily convinced them. So while it's wise to perfect your marketing strategies and craft engaging brand awareness content, testimonials are the most effective way to build trust with new customers. Research shows that business websites that regularly use word of mouth from delighted customers have the potential of generating 62% more revenue from each of their customers on every visit. Although you can use written reviews, video testimonials are more engaging.

Alex Meade
By Alex Meade on March 17, 2022

Alex Meade, VP of Sales and Marketing at Beacons Point, sits down with Ken Lundin, president of Ken Lundin & Associates and RevHeat, to discuss the new era of sales on The B2B Growth Marketer Podcast.

Alex Meade
By Alex Meade on March 16, 2022

Adding videos to your website can drastically improve your SEO ranking. Video marketing has become an increasingly popular tool for savvy digital markets. Today, more than 87% of marketers incorporate video into their digital marketing strategy. What makes video marketing compelling is that it can break down complex topics, which drives more people to your website and boosts your SEO ranking.

Sabina Hahn
By Sabina Hahn on March 08, 2022

A strong brand voice will help you stand out from other companies and deliver a unique message to your customers. Having an inconsistent voice will hurt your brand by weakening the message you are trying to send to your potential customers. Your business may be at risk by not creating a relatable voice that your target audience can easily identify with. The following are a few ways a weak voice can hurt your brand.

Alex Meade
By Alex Meade on February 28, 2022

Alex Meade, VP of Sales and Marketing at Beacons Point, sits down with Jeff Coyle, Co-founder, Chief Strategy Officer at MarketMuse, to discuss how to make SEO work for you in 2022 on The B2B Growth Marketer Podcast.

Sabina Hahn
By Sabina Hahn on February 24, 2022

Interviews are vital for helping businesses scale content, grow their network, and boost company contributions. However, unless you’re in a field that traditionally requires interviewing, most people haven’t been taught how to conduct interviews. Here are the 10 essential do's and don'ts of conducting interviews that will help you refine your interviewing skills and create better content all around.

Alex Meade
By Alex Meade on February 16, 2022

It's hardly a secret that videos are a pillar element of successful marketing campaigns. With almost 90% of consumers asking to see more videos from their favorite brands, marketers work hard to meet these demands but often hit roadblocks.

Alex Meade
By Alex Meade on January 27, 2022

While keyword research is the backbone of your SEO strategy, it doesn't have to be expensive. If you are stretching your marketing budget to accommodate a variety of tactics, it's possible to save on keyword research.

Sabina Hahn
By Sabina Hahn on December 21, 2021

Podcasts have been around since 2004 when MTV video jockey Adam Curry, and software developer Dave Winer, found a way to download online radio broadcasts to an iPod. Thanks to Curry and Winer, listeners gained a way to store radio broadcast files on their portable players.

Alex Meade
By Alex Meade on December 16, 2021

The fact that you're here means you understand how important video marketing is. Whereas previously, brands could rely solely on images and written content to market their products or services, those days are gone. The present-day consumer's inundation with interactive 360 videos, augmented reality, and live streaming has resulted in video marketing strategy being a key determinant of how successful a given brand's marketing efforts are.

Alex Meade
By Alex Meade on December 06, 2021

The world of sales and marketing is a rapidly evolving landscape. As technology and tools grow more sophisticated, a successful sales process will change according to new standards and best practices. When organizations don't recognize and address this fluidity, the underperforming sales may not fall entirely on the shoulders of the sales team.

Providing the right resources to promote healthy sales requires creating a culture and infrastructure that adapts to new challenges and executes a cohesive strategy throughout your entire sales process. This process is called sales enablement. You can utilize many tools to streamline your process and deliver more inbound sales with better sales enablement, but it all starts with the right content.

Alex Meade
By Alex Meade on November 22, 2021

With 93% of marketers believing that video is an important part of their marketing strategy, implementing it into yours is a must. To stay ahead of the competition, you need to know when, how, and where to take advantage of your video content.

Ashley Lawson
By Ashley Lawson on November 03, 2021

HubSpot workflows are a powerful tool to automate much of your marketing process to achieve greater efficiency. You can use workflows to automate your email campaigns, score and nurture leads, move leads to sales, track data, and more.

However, like most software, many users only scratch the surface with what they can do. This blog will focus on how you can get more out of your HubSpot workflows and optimize their impact.

Alex Meade
By Alex Meade on August 06, 2021

In 2017 we made a big decision that changed the course of Beacons Point.

Sabina Hahn
By Sabina Hahn on July 30, 2021

TLDR; You can use interviews for more than vetting prospective hires. When you integrate informational interviews into your content process, you can:

Alex Meade
By Alex Meade on February 09, 2021

2020 was a challenging year for most businesses and marketers. But, where there are challenges, there are also opportunities.

Alex Meade
By Alex Meade on January 05, 2021

2020 was tough. I was often close to losing it and breaking down. The stress of the pandemic, the company, and my family’s health and happiness certainly took a toll. 

Sabina Hahn
By Sabina Hahn on December 03, 2020

As we come up on the end of what’s been a particularly difficult year, I think it’s fair to say we’ve been through a lot as a global community. And while it has been a challenging year, I think it’s offered a lot of us an opportunity to reflect on all of the things we have to be thankful for.

Brian Serocke
By Brian Serocke on November 05, 2020

Marketing results are only as good as the goals you set. Without a clear objective, the campaign turns into a random set of tactics to no defined end.

Alex Meade
By Alex Meade on November 04, 2020

I have to admit something. I am a complete nerd. Star Wars, Star Trek (anything space, really), and Harry Potter are just a few of my favorites. So much so that I have read the Harry Potter books twice now. You know this and can now make a personal connection, a personalized outreach to connect. Even if I don’t know you, I will most likely open the email or read an article if you tap into my nerdom.

Max Reinhardt
By Max Reinhardt on October 06, 2020

If the “content police” showed up at your office asking to see your content plan, would you be able to show them one? 

Now, content jail may not be a real thing, but the effects of patchwork and poorly planned content strategy on your business can be criminal short and long-term.

Max Reinhardt
By Max Reinhardt on October 05, 2020

Adapt to the new ways of doing business through persona research and strategic goal setting

Business was already in flux heading into the infamous year 2020. Trends in communication emerged and shifted the marketing, sales, and service departments’ goals in almost every industry. Video-first communication, the rise of B2B podcasts, and the growing emphasis on personalized messaging are only a few examples.

Sabina Hahn
By Sabina Hahn on September 30, 2020

Writing content without a plan is like building a house without a blueprint. You can come up with a stellar-looking wall that everyone loves, but it wouldn't do you any good without a foundation.

Max Reinhardt
By Max Reinhardt on September 29, 2020

B2B marketing is not easy. You work in a competitive, complex industry, and your customers demand informative and persuasive information. Because so many B2B deals are viewed as “partnerships,” as opposed to pure “transactions,” marketers and salespeople are under immense pressure to develop trust and relationships with target customers long before they sign a deal. 

Max Reinhardt
By Max Reinhardt on September 25, 2020

Topic clusters are revolutionizing SEO and content marketing strategies all over the internet. Their goal is to please Google algorithms while providing a seamless experience for the target audience.

Alex Meade
By Alex Meade on September 23, 2020

If you are building an inbound marketing strategy for your company, you probably know about HubSpot. The platform offers a wide variety of useful tools for your sales and marketing efforts along with an impressive knowledge base and Academy.

Sabina Hahn
By Sabina Hahn on September 15, 2020

The internet runs on content — relatable and engaging content the public can easily find, understand, and apply. In today’s information age, consumers have endless information at their fingertips 24/7/365. They expect more from companies than ever before, and rightfully so.

Sabina Hahn
By Sabina Hahn on September 11, 2020

Baseball cards. Such a simple concept. Or so that’s what many (sane) people think of them. How many kids like me feverishly collected baseball cards decades ago and have them collecting dust in the basement of their parent’s house today? 

Ashley Lawson
By Ashley Lawson on September 08, 2020

The key to a successful content campaign is the ability to measure the results. You’ll have no real idea of how well or poorly your campaigns are doing if you can’t understand how it’s performing. You must know which key metrics you’re tracking and how to evaluate them to help you improve your content to maximize conversions.

Brian Serocke
By Brian Serocke on September 04, 2020

When you develop a plan for new content, envisioning how each piece will work together to turn strangers into eventual customers is paramount. The traditional marketing funnel is an easy, familiar way to visualize a particular lead or prospect’s progress. 

Ross Nelson
By Ross Nelson on September 01, 2020

We’ve talked a lot about personas lately and understanding your customers. That’s because we believe it gets to the core of how we successfully help our customers.

Ross Nelson
By Ross Nelson on September 01, 2020

Creating content is difficult, but aligning a content strategy might be a more significant challenge. Should you focus on gated or ungated pieces? Should you emphasize video? Should you start a podcast?

Alex Meade
By Alex Meade on August 21, 2020

If ramping up content production is your goal, a thriving blog has to be a top priority for your marketing team. If you aren't utilizing your blog the way you should, you could be missing out on an opportunity to comment on industry “hot topics”  and establish your position as an authority in your space. Regular blogging increases traffic, improves your credibility online, and supplements your website to improve conversions and sales in the long term.

Ross Nelson
By Ross Nelson on August 17, 2020

You can write all of the content and cover every topic possible in your industry to build a complete content strategy, but that content won't get you anywhere if it isn't engaging. Even if you do everything you can to implement a reliable SEO strategy across your website, you won't get the results you want if Google sees that people aren't interacting with your content.

Alex Meade
By Alex Meade on August 11, 2020

These are the opening thoughts from the first issue of our new newsletter, The Basecamp. If you want to see us in your inbox every month, sign up here! 

Alex Meade
By Alex Meade on August 11, 2020

Alex Meade, VP of Sales and Marketing at Beacons Point, sits down with Darren Reinke, founder of Group Sixty Executive Coaching, to discuss communication and its importance especially with the global shift to remote work.

Brian Serocke
By Brian Serocke on August 10, 2020

What is a buyer persona? A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

Brian Serocke
By Brian Serocke on August 07, 2020

Undergoing your first buyer persona research cycle can seem a daunting task. You have to contend with scheduling interviews, sourcing quality research, dedicating internal resources to planning and executing a persona report, and then following up on tracking personas throughout an inbound marketing campaign. There will be some experimentation involved to determine how to approach the development of personas, but with the right guidance you can skip over common persona pitfalls.

Alex Meade
By Alex Meade on August 05, 2020

After you've built your buyer personas and are eager to start unveiling powerful content to them, it can be challenging to determine which persona you should target first. It can be particularly difficult if you've developed multiple personas based on a variety of ideal customers. The key is determining which persona is the most valuable starting point. You can prioritize your personas in a variety of ways and yield optimal results from your marketing efforts.

Alex Meade
By Alex Meade on August 03, 2020

The very first step when starting a buyer persona build is deciding which customers and prospects are important to the sustainability and growth of your business. With that in mind, it’s crucial for the marketer or businessperson leading the initiative to involve their sales executives in the process. 

Alex Meade
By Alex Meade on July 29, 2020

Detailed, in-depth buyer personas provide a foundational understanding of your prospective customers' wants, needs, and personalities. You should know how to share your buyer personas properly with the different departments whose work affects customer experiences.

Alex Meade
By Alex Meade on June 17, 2020

Buyer personas already make up the backbone of your outreach strategy, whether you’ve been relying on formal personas or not. Think about it. If you are an ophthalmologist marketing Lasik packages to an older demographic, would you choose to run ads for those services on Snapchat or TikTok? Probably not. Common sense dictates your audience won’t be found there. But what about the rest of the consumer story? The details within the details that paint the picture of how your customers operate are what unearth insights that have huge impacts on your business. 

Sabina Hahn
By Sabina Hahn on June 15, 2020

As you developed buyer personas in an attempt to better understand your customers, you probably conducted hours of interviews, performed ample research on buying behavior, and gained a clear, full picture of your ideal customers. You've done your best to empathize with your target audience and identify their pain points, their favorite online hangouts, their likes and dislikes, and general attitudes.

Alex Meade
By Alex Meade on June 11, 2020

Before taking on your first buyer persona interview, it’s necessary to understand not only the top-line questions to which you need answers but also how to reach the answers appropriately. In this blog, we’ll break down the five top-line questions you can’t build your personas without, including demographics, goals, challenges, research habits, and values.

Alex Meade
By Alex Meade on June 01, 2020

Thanks to HubSpot, buyer personas have become synonymous with inbound and content marketing. Few companies, however, actually spend the time to research, develop, and document their personas. 

Alex Meade
By Alex Meade on May 29, 2020

There is no easy way around it. The Coronavirus has hit many industries hard and some will have to fight hard to bounce back.

Alex Meade
By Alex Meade on November 26, 2019

Video inbound marketing utilizes the buyer’s journey to create valuable, helpful, and meaningful video content to attract, convert, and delight your customers.

Alex Meade
By Alex Meade on November 12, 2019

Grab your mallow, graham and chocolate, and have a seat for this week's Around the Campfire! You may be thinking to yourself, "I didn't know Beacons Point sends out awesome newsletters with helpful inbound marketing and sales content." Well, you are right! This is our first of many, so sit tight and enjoy the content.

Alex Meade
By Alex Meade on November 07, 2019

The age of “Always be Closing” is over. No, I am serious, it’s no longer about closing. So, what is it about? Providing value and being helpful. One of the ways to do this is by using 1:1 sales videos to personalize your sales process.

Ross Nelson
By Ross Nelson on October 28, 2019

The buyer’s journey really is unique to every business according to what you offer, your customer types or personas, and the time it takes your customers to weigh all the options before making a purchasing decision. It’s important to understand videos aren’t one-size-fits-all, and you can’t expect to just put out a video and watch the new customers start rolling in.

Brian Serocke
By Brian Serocke on November 27, 2018

Over the past few weeks California has experienced some of the worst fires in state history. The recent fires scorched over 245,000 acres and claimed 88 lives with over 250 people still unaccounted for

As a company we knew that we wanted to do something to help the firefighters and first responders to express our gratitude for their bravery and relentless efforts to keep our communities safe. 

Alex Meade
By Alex Meade on September 26, 2018

Like many of you, I set some personal and professional goals at the beginning of the year. One of mine was to feel more confident and be a better public speaker. I wanted to feel better talking with prospects over the phone, feel more confident giving talks or presentations on inbound marketing, and overall public communication.

Ross Nelson
By Ross Nelson on September 11, 2018

One of the biggest mistakes people can make when using video is trying to make one video serve too many purposes. That doesn’t mean one video can’t serve two or three audiences at the same time. However, you have to keep in mind that folks are at different stages of the buyers journey. Taking them through each stage of the buyer's journey requires a different type of video. We’ll start from the top and work our way down with how to attract, convert, close and delight.

Brian Serocke
By Brian Serocke on August 26, 2018

 A brand voice is essential when starting a business. A good brand voice will encourage customers to engage with your company and motivate them to use your services and products. Your brand voice is what people associate your company with and makes them stay or come back to your content. With a strong brand voice, you’ll be able to create a successful and memorable business.

Alex Meade
By Alex Meade on August 23, 2018

Raise of hands, how many of you “love” cold calling? I am guessing not many of you.

Ross Nelson
By Ross Nelson on August 09, 2018

Video is key to a successful inbound marketing campaign. With a predicted 80% growth of people watching videos online by 2019, video marketing is crucial to driving traffic to your business. If you’re new to video marketing, you may be wondering where to begin. Thankfully, there are many apps, tools and platforms available to help you produce, edit and leverage your video content in your inbound marketing efforts. Here are some of the top tools and apps available for those just starting out with video marketing.

Alex Meade
By Alex Meade on July 30, 2018

Documenting your brand’s guidelines has several benefits for your company. Not only will you be able to always deliver a uniform message to your customers, but it will also help your team members as they create new content. A style guide will assist team members in staying consistent because they will understand all the rules that your brand voice follows. In addition, you’ll have a stronger connection to your target audience and higher engagement with potential and returning consumers.

Alex Meade
By Alex Meade on July 14, 2018

Having a brand voice helps your audience remember your company and what you are known for. Being consistent with your language, staying uniform with your brand’s core values, and engaging with your consumers will help people become interested and stay interested in what your business has to offer. There are several key factors that help to create a successful brand voice:

Alex Meade
By Alex Meade on June 21, 2018

Sales has changed. High pressure closing tactics are a thing of the past. The power has shifted from the sales person to the buyer and therefore we must change our strategy.

Alex Meade
By Alex Meade on June 11, 2018

Asking a stranger to connect with you on Linkedin can feel like a daunting task. At times, it may even feel down right intrusive, but when done right, you can form a connection that will grow and be beneficial for both people involved.

Alex Meade
By Alex Meade on June 05, 2018

I'll be honest...the last 12 months have been AWESOME. We have worked with great clients and produced fantastic work, the Beacons Point family grew by two, we moved into a bigger office in Carlsbad, and became a HubSpot Gold partner agency. While there are many factors as to why these past 12 months have been so great, I want to focus on one tool that has helped Beacons Point succeed the most.

Alex Meade
By Alex Meade on May 16, 2018

This may seem like a no brainer. Being nice to people makes a better impression than if you are a jerk. You have at least a 90% chance of a smile back if you smile and say “hello” to a stranger walking down the street or in the grocery store. We try to be nice to our neighbors (unless their dog never stops barking) to create a happy and comfortable community in which we live. So, why don’t we do this more in business? Sure, we talk about our weekend plans at the water cooler in the office and we’re polite in meetings, but I’m talking about being a person others actually want to be around.

Alex Meade
By Alex Meade on March 12, 2018

 If you’ve ever struggled to navigate a website due to poor usability, you can imagine how much more difficult this would be for someone with a disability. Close to 1 billion people across the globe have some type of disability. If you fail to design your website with these users in mind, your message will likely never reach a great portion of your audience.

Alex Meade
By Alex Meade on January 30, 2018

 

With more content hitting the Internet at an increasing rate, it becomes more difficult to gain attention for your blogs with each passing day. If you want to attract your audience, you need to focus on headlines. Without an intriguing headline, no one will bother to check out your post — and the engaging content that you created will go to waste. Lucky for you, there are proven strategies for creating headlines that you can use to make sure all your blog posts receive plenty of clicks.

Alex Meade
By Alex Meade on January 23, 2018

Before you can even think about gaining sales, you need to be driving traffic to your website. This can be particularly difficult for new businesses, as with many marketing tactics, however effective they are in the long term, you need to wait to see results. SEO is a great example, as Google favors websites that have a long history online and backlog of content.

Alex Meade
By Alex Meade on January 18, 2018

 Every content marketing strategy has the same goals: to make your target audience aware of your brand and to convert users into customers. Content marketing can be very effective but often simplified to just creating content. No matter how interesting, unique or useful the content is, it can be considered virtually useless if you’re audience is not engaging with it.

Alex Meade
By Alex Meade on December 18, 2017

Let’s get personal… with our email marketing. The data shows that when you personalize your emails, you get higher open rates, click rates and increase ROI. We have laid out 5 simple ways to make your emails more personal.

Alex Meade
By Alex Meade on December 13, 2017
The average Internet user receives dozens of emails every day. To make matters worse, emails are just one type of content competing for attention. To stand out, marketers need to take action to ensure that their emails are the ones being read. Much of this comes down to creating an effective email subject line. Of course, it always starts with your buyer persona and what will appeal to them, but here are some additional tips.


 

Alex Meade
By Alex Meade on December 11, 2017

 

Businesses that practice the video marketing automation techniques get up to a whopping 43% conversion rate! That’s HUGE!

Alex Meade
By Alex Meade on November 30, 2017

Marketers and business owners have come to accept that it takes 8 to 12 “touches” or interactions with a company before a prospect converts into a buyer. More and more, content is the vehicle that’s providing those touches in today's online world. A combination of lead magnets, social media posts, email content and blogs posts (text or video) synergize to win that conversion. All of these aspects are content.

Alex Meade
By Alex Meade on November 19, 2017

Like most people and businesses, we took some time at the turn of this year to look back and reflect on 2016. Well, 2016 was an interesting year, to say the least. Don’t get us wrong, we had some fun, did some great work for awesome clients, and met some new friends along the way. We even got to see our very own Brian get married to his wonderful wife, Jessica. But, like most, we had our ups and downs as well.

Dillion Eddie
By Dillion Eddie on November 16, 2017

If you’re unsure what outfit to wear or which new Netflix show to binge on, Instagram has officially introduced a new interactive tool for your friends and followers to weigh in on your tough decisions. For marketers, this is a great new addition to be able to interact and engage with your followers in real time.

Alex Meade
By Alex Meade on November 13, 2017

We get asked all the time, "How do I get more people to engage with my content and brand?" Engaging content - everybody wants it, but few are actually able to offer content that gets people's attention and ‘engaged’ with it.