Sales and Marketing Series [05/16/17]

The following series will be mostly in-person, but there is one session that will happen online.

(Session One) Inbound Marketing and Sales for Startups: How to Attract Visitors, Convert Leads, Nurture Prospects, and Close Customers
Date: May 2, 2017 - In-Person Session
Facilitator: Christian Mongillo, Startup Business Development Manager, Hubspot for Startups
Location: First Republic Bank, 160 Federal Street, Boston, MA
Time: 6pm - 8pm

How can startups can leverage inbound marketing and sales early on to build the baseline for a successful and scalable business? Many startups don't focus on these two areas, and miss out on valuable conversion and customer acquisition opportunities early on when scaling. We will dive into the methodologies behind inbound marketing and sales, and provide a detailed example of how startups can leverage these approaches to build what we call "The Growth Stack."

Participants will:
Explore inbound marketing and sales methodologies
Examine the importance of inbound marketing and sales as a foundational tool to fuel growth
Outline how to organize a CRM and sales strategy
Identify how to use inbound marketing when a startup is ready to convert more leads, acquire more customers and save you (as a founder) more time
About Organization
HubSpot is a software platform to help you generate leads, close deals, and manage your pipeline. HubSpot offers a growth stack of products for customer relationship management, marketing, and sales: powerful alone, and even better when used together. HubSpot’s free CRM aligns sales and marketing with ease, HubSpot Marketing helps you grow your traffic and convert more visitors into customers, and HubSpot Sales helps you skyrocket your productivity and close more leads with less work.

(Session Two) Partnering / Selling through Ed Service Centers, Collaboratives and BOCES
Date: May 9, 2017
Facilitator: Jane Fine, Director of School / ESA Relations, Eduporium
Location: First Republic Bank, 160 Federal Street, Boston, MA
Time: 6pm - 8pm

Partnerships are a key go-to-market strategy for young companies focused on selling to K-12. The right partner can help a company get to revenue and scale more quickly. Defining the right partner is the challenge. There are a range of partners (including some that may be new to you), as well as a process to identify the right partner. Partners include colleges/universities, educational consultants, Educational Service Agencies (ESA’s) which have different names and business models by state. For example, in NY they are called BOCES. In Massachusetts they are called Collaboratives.

(Session Three) SEO, Content Marketing and Finding the Human Element in Marketing
Date: May 16, 2017
Facilitator: Shawna Wright, Global SEO and Content Manager, and Assistant Vice President, State Street
Location: First Republic Bank, 160 Federal Street, Boston, MA
Time: 6pm - 8pm

Search engine optimization, content marketing and finding the human element in marketing can provide a huge opportunity to reach your customer base, but if not managed properly, they can quickly become a hinderance, rather than a help. That is why it is so important to be able to identify quick-win opportunities within your campaigns and create an optimization plan.

During this session, participants will:
Explore the high impact activities you should be focused on, and how to eliminate wasteful activities
Examine how to identify profitable keyword selection
Outline ideas for writing killer ads and website content
Identify methods for tracking and reporting on the success of your campaigns
(Session Four) Content Marketing 101: Driving Leads Through Data and Thought Leadership
Date: May 18, 2017
Facilitator: Dave Parro, Vice President of Edtech Practice, Walker Sands Communications & Erin Jordan, Account Director, Walker Sand Communications
Location: Online
Time: 4pm - 5pm

In a world where the options are overwhelming and budget is limited it can be difficult for decision makers to know which way to turn. Content marketing can help organizations stand out and capture data to move potential customers through the nurture stream, while also sharing deeper insights as to why a particular product or type of technology is best. Research is a great place to start for a content marketing program because it provides market insights, can be used to feed other content that speaks to buyer pain points, provides a foundation for thought leadership, and drives media coverage and leads. Still, knowing what kind of content, how to develop it and what to do with it aren't easy.

In this session, participants will:
Explore options for content marketing, from the types of recommended content to specific suggestions for different kinds of actions
Examine how to build successful content that speaks to their audience
Identify methods for content promotion
Learn the key pieces needed for a successful content marketing program
(Session Five) Customer Success - Keeping and Growing Customers to Increase Stability and Fuel Growth
Date: May 23, 2017
Facilitator: Ben Kutylo, President, Fremonth Street Fund and Former Vice President of Strategic Partnerships, eSpark Learning
Location: First Republic Bank, 160 Federal Street, Boston, MA
Time: 6pm - 8pm

We all know how hard it is to acquire new customers in education. You spend tons of time, money and thought-space to do so. Once you have them, why wouldn’t you spend equal energy ensuring your partnerships are successful and customers maintain and expand their relationship with your company? In this session, we will focus on Customer Success and how to develop a sustainable strategy to engage existing customers and ensure their success throughout their journey with your company.

Participants will:
Understand why existing customers are critical to growth
Review the customer lifecycle and what’s involved in Customer Success
Examine the key components in developing a Customer Success strategy
Outline how to begin building effective, yet sustainable Customer Success “playbooks”
Cancellation
Please note that there will be no cancellations within one week of each session.

Sales and Marketing Series

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