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10 Common Copywriting Templates to Use in Marketing

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Ask any marketer responsible for copywriting about their writing process. You’ll quickly find out there’s no specific process to follow and little to no copywriting templates to guide you.

Additionally, copywriting varies depending on your audience, purpose, and format. Copywriting for an Instagram post, for instance, is entirely different from copywriting for a blog post.

→ Download Now: 6 Free Blog Post Templates

At HubSpot, we know the struggle. Copywriting demands creativity, inspiration, and hard work, and it can be difficult to find all three, day-in and day-out.

To help with writer’s block, we’ve put together a list of copywriting templates you might use for any of your marketing efforts, including blogging, social media, email marketing, and even internal memos.

Let’s dive in.

10 Copywriting Templates to Use in Marketing

1. Email Marketing

First, you’ll need to determine what type of email you’re writing to ensure you’re speaking to the right audience. Coordinate with your team to see if this is a one-off marketing email like a monthly newsletter or if you’re being asked to write for a series of emails, like a nurturing campaign.

As you’re drafting your copy, consider how your email will encourage the reader to take the desired action, like clicking a link to purchase or scheduling a call with a sales rep to learn more about your services.

You may not be aiming for the reader to take a specific action and instead just want to send a general update, like a company announcement. You’ll want the copy to easily and clearly communicate the core of your message to your reader.

Here’s an example of a template you might use to welcome new subscribers to your newsletter:

Hi [First Name],

Thank you for signing up for [include what someone just signed up for, like a blog subscription, newsletter subscription, company services, etc.]

At [Company Name], we’re working to [list a few of your company’s core goals or include your mission statement]. We highly encourage you to check out [suggest a few recommendations so the reader can continue learning more about your company].

If you ever have any questions, please feel free to contact us at [Contact information].

Thank you,

[Company Name, or individual sender’s name]

Featured Resource: 15 Email Templates for Marketing and Sales

We’ve considered the types of emails marketers and salespeople are likely to send repeatedly and crafted templates that can help eliminate that time.template for an email pitch to a company

Download These Templates

2. Blogging

Blogs give copywriters a chance to dive deeper into topics in a way that isn’t captured through emails, ads, or social media posts. There are so many different types of blogs you might write, so be sure to develop your blog strategy to keep a close eye on what types of blog posts and topics perform best for your business.

Since blogs tend to be longer than other types of copy, you want to make sure you’re keeping your audience engaged. Consider what your readers may want from your post, and focus on answering the topic-related questions they’ll most likely ask.

This blog post template is an example of a product or service review.

Title

Introduction

[Introduce the product/service you’re reviewing and relevant background information about the company and the product/service. Clearly state what the reader will gain from reading the post.]

Subheading

[Write a brief using keywords. Use headings throughout the post to break up the key sections of your post]

Body

[A few paragraphs will cover the bulk of the review here. If there are multiple features to the product/service, section them separately as you review. Be detailed and answer the questions you think your audience may have about the product or service.]

  • How much did it cost?
  • What is the functionality?
  • How was the customer service?
  • Are you recommending the product/service?
  • Who would benefit from using the product/service?

Conclusion

[Wrap up your post with final thoughts and a CTA if you want readers to check out the product/service.]

Featured Resource: 6 Free Blog Post Templates

We’ve put together six essential blog post templates every marketer needs — from how-to posts to listicles.

image of hubspot's free blog post templates

Download These Templates

3. Social Media

Writing copy for social media depends on the social platform. If you’re writing for Twitter, you have a strict character count, so the copy has to be brief but still appealing enough to get the attention of someone scrolling.

Similar to Twitter, Instagram is known for catchy captions. Character count isn’t as much of a concern on Instagram. However, since the social media powerhouse is visually oriented, you’ll want to write a caption that echoes the image or video in a post.

Overall, the primary goal when copywriting for social media is to thoroughly understand the key differences among the social media platforms. Here’s an example of an outreach template you could use for another major social media platform, LinkedIn.

Hi [First Name

], I just finished [reading/watching your post, reading/watching a post you shared, reading a comment you left on a post, etc.]. I found it interesting that [include a few brief vital points you found interesting, or anything that you feel showcases some common ground]. I also noticed that we share a few mutual connections, like [list mutual connections].

Let’s connect and keep sharing great content with each other!

Featured Resource: Social Media Templates

social media template

Download These Templates

4. Website Copy

Copywriting for websites is about staying true to the business’ overall brand while making it easy for users to navigate the site. The copy that makes it to a site plays a huge role in setting the tone for a brand’s voice. When writing website copy, then, it’s critical you collaborate with key decision-makers for feedback to ensure your copy is on-brand.

There are so many different website components, so start with clarifying what type of page you’re writing for on the site. This may include, but is not limited to, the following:

  • Home page
  • About Us page
  • Contact page
  • Product or Service category page(s)
  • FAQ page
  • Blog page

Let’s take a look at one of the most necessary pages to include on your site, the About Us page:

[Company name] was founded in [Year] by [Founder’s name]. When [Founder’s name] began building [Company name] [he/she/they was/were] determined to [help, build, create] a company that offers [include the solution that the company problem solves for].

[Include as much or as little about the founders of your company. Sharing personable stories about how your company was founded is a great way to connect with readers and provide more insight into the people behind your brand.]

[Company name] helps people with [identified pain points of your buyer persona(s)]. To give our customers the best [product or service] we focus on [value proposition #1], [value proposition #2], and [value proposition #3].

[Company name] takes pride in working with people like you to provide quality [product/s or service/s] and exceptional customer service. We look forward to having you as a valued customer.

[Closing Signature]

Featured Resource: About Us Pages Guide + Lookbook

Get inspired by these awesome About Us page examples and learn how to make yours great, too.

about-cover-1

Download These Templates

5. Ebooks

Ebooks are one of the most common types of content copywriters can create. Since they are meant to contain extensive information, it’s best to take the drafting process one section at a time.

Here’s an example of a general ebook template.

Cover/Title Page

[In addition to including the title of your ebook, you’ll also include your cover image. If this is a company resource, also add your company’s logo. If it’s a resource coming directly from an individual contributor, include the author’s name.]

Table of Contents

[The table of contents should clearly include a list of all the chapters or sections in the ebook, with the corresponding page numbers.]

Introduction

[Introduce the ebook topic with relevant background information and clearly state what the reader will gain from reading the ebook.]

Chapter/Section Pages

[This is the best part of your ebook because it’s where the core of your information will be for your readers. Break the writing into digestible paragraphs for better readability, and include relevant images to help break up the copy and fill excessive white space.]

Conclusion Page

[This is the closing of your ebook. The goal of your conclusion should emphasize what the reader has gained and any actionable steps they can use to put their new knowledge to good use.]

Optional pages may include:

About the Author Page

[This page helps readers learn more about the author. The background information can vary depending on the author’s level of comfort, but overall the tone should be personable. This is also an opportunity to speak to the author’s credibility of the ebook topic.]

Interactive Pages

[Interactive pages can help keep your readers engaged. These pages may include quizzes, worksheets, checklists, etc. Including an interactive page in each chapter or section can help your reader feel they’re actively learning as they read.]

Resources Page

[You’ve most likely referenced tons of sources to help you get the final version of your ebook. Include the most important resources on this page for readers that may want to do further exploration on their own.]

Featured Resource: Ebook Templates

Let us take care of the design for you. We’ve created six free ebook design templates — available for PowerPoint, Google Slides, and InDesign — for a total of 18 templates.

Ebook-Templates-2-2

Download These Templates

6. Crisis Communications

If you’ve been tasked with writing for a crisis, you’ll need to be especially attentive, since this type of content usually addresses serious or sensitive matters.

Developing clear messaging for crisis communications requires a special level of detail. You’ll want to convey an empathetic tone that appropriately addresses the crisis. It’s a good idea to collaborate with team members to ensure the overall message is properly aligned with your company’s brand.

You may end up creating several pieces of content for a crisis, including blog posts, social media posts, emails, an announcement from the CEO, a newsletter, etc. The following template is an overview of what to address:

An Overview of the Crisis

[Clearly identify the crisis and share detailed background information on what has occurred. If you’re addressing something that includes individuals, use discretion. Check with your company’s legal team to ensure all documents follow proper protocol.]

Plan of Action and Timeline

[Create a plan that includes a timeline of how the events have developed and how your team will be addressing the issue(s) at hand. Consider the types of questions media outlets could ask and write prepared statements the company, leadership, and general team members can use to respond.]

Contact Information

[Share the best contact information people can use to learn more about what’s happening and ask any additional questions. This could be your company’s PR team or agency or an internal customer service or support team.]

Featured Resource: Crisis Management and Communication Kit

The templates in this crisis communication kit will help your management team prepare for how to handle a crisis and respond to the media during a difficult time. Having clear lanes allows your team to operate effectively during times of crisis.

cover image of hubspot's crisis management and communications kit

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7. Customer Communications

Customer service is an essential part of any business. Writing to better understand and communicate with your customers is necessary to foster stronger connections. Creating buyer personas is one of the best ways to better understand your customers. Buyer personas are semi-fictional representations of your ideal customers based on data and research.

Use this template outline to begin developing your buyer personas.

Background

[Create a background for your persona that best exemplifies the types of customers you have. This can include their job title, career path, and family life.]

Demographics

[Include age, gender, salary range, location, and anything else that best represents your customer persona.]

Identifiers

[Identifiers can include your persona’s general demeanor or communication preferences. This type of information is vital because it helps businesses build a more curated approach for their customers.]

Featured Resource: 17 Templates to Help You Put the Customer First

To help you foster better relationships with delighted customers, we put together this collection of templates — buyer persona templates, email templates, and survey templates — that put the customer first.

image of hubspot's templates to help readers put the customer first

Download These Templates

8. Case Studies

Potential customers often turn to case studies when researching a product or service they’re interested in buying. Case studies provide evidence of how a product or service has helped customers by identifying a pain point and providing a solution. They’re great resources for copywriters to show off their interview skills and boast strong statistics.

The key components of a case study are listed in the following template:

Executive Summary

[Provide a mini headline to grab your reader’s attention. Then, underneath this headline, write two to four sentences (under 50 words) summarizing the whole story, making sure to include the most relevant points of the case study.]

About the Client

[Share a brief description of the company you’re featuring in the case study. This should include the company’s name, when the company was founded, what the company does, and any other relevant information you think would be helpful for readers.]

The Challenges

[Write two to three short paragraphs describing the pain points your client was experiencing before they bought from you, the challenges this presented, and/or the goals you were trying to achieve.]

The Solution

[Write two to three

short paragraphs describing how your company worked with your customer to find a solution to their challenges and implement a winning strategy. Use this space to describe how they are now using your product or service to solve their challenges from the previous section.]

Results

[Write a two- to three-paragraph conclusion to prove that your product/service impacted the customer’s business and helped them achieve their goals, especially if they’ve been able to quantify or speak to the ROI of their investment.]

Call-to-Action

[Use your CTA to lead your prospect to a landing page or a contact form. This will give you more information on who’s reading your case study and who’s interested in your company.]

Featured Resource: Case Study Template

Need help getting your first case study off the ground? Look no further. We’ve put together a comprehensive guide, complete with templates, designed to make the process a whole lot easier.

Case-Study-Cover

Download This Template

9. Call to Action

A call to action (CTA) is an image or line of text that’s included in different types of content to encourage leads and customers to take action. In short, you want someone to click your CTA to carry out the desired action.

Add CTAs to blogs, emails, ebooks, and anywhere else you want a lead to complete a certain action to push them to the next stage of the buyer’s journey.

Featured Resource: CTA Templates

These resources will empower you to create an impressive CTA strategy by helping you understand how they work across different mediums, while also providing you with the means to create them for your own website.

image of hubspot cta templates

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10. Memos

A memorandum, or memo, is used to address internal communications within an organization. Think about the type of message you want to communicate. A memo is likely a good idea if you’re sharing minutes from a meeting, detailing new policies and procedures, or communicating anything people may need to reference.

Memos tend to be longer and more formal than emails (although you may attach a memo to an announcement ema

il) and may be formatted according to your company’s style guidelines.

Use this general memo template to get started.

Memo: [Memo Title]

Date: [Date of sending]

Memo To: [Individual(s), Department(s), or Organization(s) the memo is being sent to]

From: [Your Name, or the Name of the Department on whose behalf the memo is being sent]

Subject: [Enter a brief, 5-to-10-word subject line to describe the purpose’s memo]

Introduction

Provide an executive summary of this memo in one to two paragraphs, highlighting the change that’s happening, when it’s effective, and what the key takeaways are for the memo recipient.

Background

Explain the background for this organizational change in one-two paragraphs. Some questions to answer in this section might be:

  • Why was this idea pursued in the first place?
  • What data, research, or background information informed this decision?
  • What are the intended results of this organizational change?

Overview and Timeline

Describe the organizational change in clear, direct language. Specify the following:

  • What will be changing?
  • Who will be responsible for driving the change?
  • When will the changes go into effect?

Closing

Close things out with a final note on:

  • Why employees should feel excited and motivated about this change.
  • Where and when employees should submit questions, comments, and/or concerns.

Featured Resource: 4 Free Memo Templates

We’ve drafted up four free memo templates for general, organizational, financial, and problem-solving updates. We’ve also included a best practices checklist for you to review before sending your memo out.

image of hubspot's memo templates

Download These Templates

Adding these templates to your marketing arsenal can help you save time during your drafting process. Copywriters are shifting gears from blogs to case studies to emails all the time.

Should you use copywriting templates?

When you’re a copywriter, it’s your job to find the most compelling way to present information. This information might be seen in an email, on a webpage, or as an article headline. Often, you might find that you’re sharing the same information, but how do you share it without sounding repetitive?

Copywriting templates and formulas are an effective tool for writing equally effective copy. These templates enable you to create direct, appealing messages for readers. While the goal is the same, the way you get there changes.

Not only do copywriting templates give you the tools to share information in a fresh way, but they allow you to save time. With easy formulas to follow, you can quickly edit each template to work for your purpose. However, it is crucial to customize them and make them your own to avoid sounding like you’re following a formula, even though you are. Don’t worry — we won’t tell.

Best Copywriting Templates

Imagine a slide. You’re sitting at the top, and once you push off, there’s no stopping. This is how copywriting is described — like a slippery slope. Assume every potential reader is sitting at the top of the slide, and it’s your job to get them down. This likely starts with the first line of copy meant to gain their attention or interest. While the first step is often the same, there are many ways to get them to the final destination in copywriting.

Below, you will find four of the best copywriting templates for creating any piece of content.

BAB Formula

In copywriting, the BAB formula is a popular tool. The acronym stands for before-after-bridge. It’s a device used to appeal to the wants and needs of your audience. While this tactic is particularly effective in email marketing, it has its place in every avenue of copywriting.

To start, you want to focus on the before. This section is typically used to highlight problems or pain points for your audience. Your goal is to make them see themselves in the scenario. Immediately following this, you want to highlight the after. Use this section to craft what life will look and feel like once you resolve their issue.

Lastly, introduce the bridge. You’ve shown your audience a problem. You’ve demonstrated what it will look like when it’s fixed. Now, how will you get there? The bridge should merge your before and after. Typically, this is when a company would introduce its products or services. However, if you’re focused on creating a piece of content, you might use this section to propose an idea or advice.

AIDA Formula

Another popular formula used by copywriters and marketers is AIDA. The acronym is for: Attention, Interest, Desire, Action.

First, you want to get your a

udience’s attention. This will typically be done with a headline. Make a compelling statement. “What Never to Eat on an Airplane” and “Why You’ll Never Be a Millionaire” are two examples.

Once you get their attention, you have to keep their interest. Goldfish are said to have an attention span of nine seconds — pretend you’re writing for a goldfish. In this section, you might start by describing an interesting story. As you build out the copy, make sure this section is easily digestible for the high percentage of readers who will scan the information instead of reading it word-for-word.

Next in the AIDA formula is desire. This section is all about the details. Focus on the pain points of your reader. Are they missing a product or service to make their lives easier? Are they missing the information they need? As you develop desire in your reader, include any features for a product or service. Mention benefits or a solution if you create a blog post or article. It would also be beneficial to add any testimonials if available. Your copy should emphasize how your reader’s life will positively change with this product or information.

Lastly, the AIDA formula wants to drive your reader to act. It calls for you to end your copy with a CTA. Common CTAs are “BUY NOW” or “SIGN UP HERE!” For a blog post, your CTA might direct them to comment on the post or share it with their peers.

PAS Formula

You’ve likely heard the quote, “When life hands you lemons, make lemonade.” Now, imagine the lemons bringing a swarm of fruit flies because you have nowhere to store them. After, you learn you can make lemonade. That’s what the PAS copywriting formula is.

PAS stands for Problem, Agitation, Solution. First, present the problem. During this step, you want to empat

hize with your reader. Put yourself in their position and present the issue as if you’re experiencing it yourself. Once they are aware of it, make it worse.

Step two of the PAS formula is to agitate the problem. Think of how your reader’s problem could worsen, and tell them. Make it so they want to solve the situation now before it gets worse.

The final step in this formula is to present the solution. Give them a way out. This is when you introduce your products, services, or advice.

The 4Ps Formula

In this approach, you’ll have to promise, picture, prove, and push. This method calls you to grab your reader’s attention by making them a promise. You could easily alienate your target audience by making false claims, so ensure your promise is accurate. It is a promise you will have to keep.

Once you give the promise, paint a picture. You might want to throw a million adjectives around, but descriptions have different meanings to different individuals. “Exceptional craftsmanship” might mean one thing to you and another to me. Instead, use specific details that demonstrate the craftsmanship. Using details and examples helps create a clearer image for your audience.

Now, it’s time to prove yourself. You made a promise and created an image in your reader’s head. How do they know it’s true? In this section of the 4Ps formula, present your evidence. When selling a product or service, show customer testimonials or before-and-after images. For other content types, include data and statistics to bolster your claim. Once you’ve painted the picture in your reader’s head, the proof will solidify it.

At this stage, you’re ready to introduce your reader to your CTA. Tell them exactly what you want them to do. Download this PDF. Sign up for a free trial. Once you have made a promise, painted a picture, and proved your claim, push your reader to act.

“A” plus “B” equals copywriting.

Copywriting is more than a little complex. If you’re responsible for writing amazing copy for different types of content, you have the never-ending task of discovering new ways to present the same information. Luckily, copywriting templates and formulas make the job a little easier. When you can’t get your creative juices flowing, use this article as a resource to get your process going.

Editor’s note: This post was originally published in December 2020 and has been updated for comprehensiveness.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

(more…)

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

​​

via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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