Hi there, my name is Stefan Kollenberg and I’m the founder of Backpack Content Marketing.
I’m a passionate marketer and entrepreneur, and always enjoy sharing my opinions and experience with others. Below you’ll find a few highlights of my thoughts so far, with much more to come!
If you’d like to get in touch and hear my opinion on all things marketing and entrepreneurship, don’t hesitate to reach out: email@example.com
Dakarai and Malick have been doing an incredible job building up the MAD MIX, a platform for young professionals and students to openly engage and initiate discussions about the world in terms of pop-culture, sports, and current events from a marketing perspective.
In 2018 they’ve placed a new priority on video, so we sat down and chatted about the founding of Backpack Content Marketing, my thoughts on LinkedIn as a marketing tool, and content marketing.
Zachary Yuzdepski, put together an excellent piece hosted on Vendasta, highlighted many great marketing minds. We had connected on LinkedIn and I shared my thoughts about why it’s so important for marketers to work with their sales team. Here are my thoughts:
As with any marketing, the key is understanding your audience – especially in an enterprise sale. Marketers should work side by side with the sales team to understand the buying journey and various influencers/champions that are involved along the way to reach the decision maker. Once the marketer understands this journey, they should create content that fits along this process.
As for inbound lead gen, my opinion is that the most effective way to do this is by creating content that either: helps the reader do their job, saves the reader time during their job, or entertains the reader. This content should then be pushed out through the most relevant channels (dependent on who the champion and DM are).
To figure out what is driving engagement and ultimately new customers, Kevin Kononenko from Databox asked 33 social media marketers which sites and tactics are still working for them. My thoughts on LinkedIn and Content Marketing were featured as a lesson in this piece.
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One Consistent Activity: The most important part of LinkedIn is staying engaged with your network. For me this includes sharing articles of interest through my own posts, engaging with the posts of others, and building relationships through the instant messenger.
Impact on My Business: Not only does this help me stay connected with my network, but in the past it has led to new business inquiries. By staying active I am strengthening my personal brand and connecting with new startups who may need my services.
In another great round-up, Kevin Kononenko from Databox asked 35 marketers and salespeople to share the free software tools that they use to eliminate manual work and spend more time making progress to goals. Here are my thoughts:
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Favorite Free Tool: Hubspot CRM
Why I Like It: The HubSpot CRM is a fantastic free tool for early-stage startup founders, freelancers, and if you’re the only salesperson on the team. It tracks all of your customer interactions, allows for some minor automation, email template creation, meeting scheduling and many other useful features!
They have a monthly limit on some of these features but most early-stage teams will be fine. If you do need more, they have the premium version at a 90% discount for startups so it’s still affordable ($5/month/user). I set this up at my last job to manage our enterprise sales funnel and currently use it to track my leads as a freelance consultant – both times proving to be very easy to use and helpful! Another note about HubSpot – they have a ton of very high-quality content on their blog that I highly recommend taking a look at.
What I Previously Did: Before the Hubspot CRM I tried a few different paid systems and structured excel spreadsheets but there wasn’t anything else up to the quality of HubSpot available.