Enableocity sales enablement-as-a-service Blog



5 min read

HubSpot 5 Year Review - The Best Keeps Getting Better.

By Mark Gibson on Tue, Jan 28, 2014

December 2013 marked the end of our 5th year as HubSpot customers and 4th year as HubSpot partners.  

You can read prior reviews here:
HubSpot Review Year 1
HubSpot Review Year 2
HubSpot Review Year 3 
HubSpot Review Year 4

I realize now that we were very early adopters of an important new paradigm in marketing and one from which there is no turning back, once the journey is begun.
2013 marked the year that inbound marketing “crossed-the-chasm” from the realm of the early adopter into the early majority in the cycle of adoption of discontinuous technology.
HubSpot, in 2008 had a few hundred customers and the product compared to today was crude and limited in function.

It was basic and unsophisticated, but perfectly functional for content creation and inbound marketing as it was then.  

Today HubSpot is a company of more than 400 employees, 10,000+ customers and more than 1000 partners. The product is unrecognizable from its early beginnings and leads the industry in functionality and usability.
In short, the product is a complete integrated tool-set for inbound marketing, which if used in conjunction with the HubSpot methodology will produce predictable and measurable results, a high ROI and a content legacy that will produce traffic and leads for years to come. 

There are no short-cuts to inbound marketing success. The product and the methodology works as advertised. The results are tangible, progress is visible – or otherwise.  

The chart shows our traffic and leads and sources for the past 5 years.

In May 2013, I began a marketing consulting with a sales and marketing messaging alignment project WittyParrot, an exciting new Bay Area technology company. You can download my new eBook Sales and Marketing Alignment, Content Capture and Reuse which is a result of that engagement on their new website; one of the first on the new Enterprise Hubspot COS, which went live in late October.

Most of my effort is now going into WittyParrot in the role of VP Marketing, which explains the drop in traffic on Admarco.

The first 100 days with WittyParrot have been astonishing and I will write about that in a different article.

Crossing the Chasm into an Avalanche of Content

5 years ago it was relatively easy to rank for long tail keywords, with search volumes less than 200 per month.
You didn’t have to be a rocket scientist to create optimized on-page SEO with HubSpot, it was common sense (and still is) with a well though-out set of keywords. We never spent a day building back-links, we bought into the quality content creation strategy and decided to let this drive our success.

If you wrote a solid article every week, followed the HubSpot methodology, it got read, tweeted and shared on LinkedIn and it was not unusual for a small business like ours to get 200-300 visits for an article and to rank for important keywords in a few weeks or months.
Publishing a new eBook or white paper could produce hundreds of downloads in a day.  

Five years later it is much harder to create content that ranks in Google.

It’s much harder to get people to read your stuff and download your Top of Funnel offers.

People are buried under an avalanche of content and most of its mediocre.

Quality is King

Content is no longer king, it’s suffocating me and I want to turn the volume off, or at least way down. 

Dr Mani’s brilliant article, published on the WittyParrot website, “whittle down and tune-in” highlights the problem and a solution.

Counter-intuitively, Dr. Mani suggests that smaller is better than big when it comes to social networks. 

That is you have to reduce the size of your social network to improve the quality of your interactions.  

I’m much more selective who I follow and what I read because there is so much of it coming past every day. 

I have no time for spammy email, I only read a few LinkedIn group postings and I’m very selective about the email open.
On content that I create, I strive to write original and thought provoking content and after 500 blog posts I’m getting better at writing.  

Quality is everything.
But this is old news.

Inbound Sales = Content + Context

HubSpot is leading the inbound sales movement in the same way they led the inbound marketing movement.
Buyers are most likely to be receptive to a conversation with a vendor/supplier when they are on your Website, when they are viewing a video or reading your content.   

Would you prefer, an in-context conversation with an informed salesperson who is offering help when you are actively engaged in exploring options? 

Or would you rather take a call from a sales closer who is trying to make their number this month, a week after you downloaded a white paper?  

Or perhaps an endless stream of canned email that someone has spent a lot of time in a marketing automation and designed for your “persona” hoping it will strike a chord? 
Download the guide to building highly responsive sales teams to find out more.

Real-time Signals
Responsive engagement in real-time in the buyer’s context seems intuitively to be a better strategy for engaging and facilitating buyers vs. programmatic canned responses.  

Signals is a new product incubated within HubSpot that facilitates real-time engagement, which is integrated with HubSpot, but is available as a stand-alone product.  

I tried Signals when it was released – and I could immediately see in real-time when someone opened my email or clicked on a link and watched a video or downloaded something.  

I was hooked on the product after a one-month free trial and gladly pay the $10 per month for the premium version.  

New Content Optimization System.

Hooray for the new CMS. The old one was a dog. I have not fully mastered the new COS yet, but its powerful, fast and positions HubSpot as a leader in terms of function and modularity and adaptive output… and did anyone mention it’s the fastest CMS out there?  

The Future

No doubt the content avalanche will continue and get bigger, but not better.  
HubSpot will continue to deliver tools that anticipate solutions to the problems and give us finer control over who and what we tune into.
I’m hoping to see the excellent HubSpot contacts system evolve more CRM functionality so that I can switch off Salesforce.com system as it adds marginal value to HubSpot.  

The future belongs to the innovators who combine Responsiveness with Context and where their sales and marketing organizations deliver insight.  

HubSpot is setting a brisk pace for innovation and leading the transformation of the marketing industry.

The future is very bright for HubSpot and I’m glad to be a part of it.
Topics: inbound marketing hubspot inbound sales
2 min read

Big Changes for Mark Gibson & an Exciting Breakthrough

By Mark Gibson on Fri, Oct 25, 2013

I'm writing this blog because I want to update you on my current activity and share some very exciting news.

I have recently joined new Silicon Valley software company WittyParrot, as VP Marketing.

The new WittyParrot Website went live on the new HubSpot Enterprise COS last week... a great product!

Our HubSpot partnership and consulting business focusing on inbound marketing and sales and marketing messaging alignment will continue, delivering messaging alignment projects using the WittyParrot platform.

You have to see a short demo video of WittyParrot to understand what WittyParrot is and what it does, as it's quite disruptive.

WittyParrot has exciting potential for physically aligning marketing and sales messaging and to help companies speak with one voice. 
  • WittyParrot helps you collaboratively capture and maintain your Buyer Persona and Value Proposition in a Messaging Architecture hosted in WittyParrot.
  • WittyParrot enables marketers and sales enablement teams to share messaging chunks of any size or type and enrich it in sales ready messaging.
  • Crucially, WittyParrot enables salespeople to find the content they need in a couple of clicks and to simply drag and drop it into their application, email, or document to use it.
  • It has potential to free-up an hour a day of marketers and salespeople's time spent searching for and editing information to use in email and customer communication.
  • WittyParrot protects and amplifies the brand message as everyone shares and uses the same underlying messaging chunks.
  • It provides salespeople the supporting information they need for inbound sales to respond to inbound marketing leads in real-time and to enable responsive follow-up, so their emails will get read and acted on.
Download the eBook Building Highly Responsive Sales Teams

Please connect with me on LinkedIN and join our LinkedIn Responsive Sales Enablement group.
Ebook CTA 
Topics: wittyparrot inbound sales responsive sales
3 min read

An Architecture for Responsive Sales Enablement

By Mark Gibson on Mon, Sep 16, 2013

Responsive Sales Enablement 

The Inbound Marketing model pioneered by HubSpot has been proven by nearly 10,000 companies to efficiently lower the cost of acquiring new customers. The next logical steps in this evolution, articulated by HubSpot CTO and co-founder Dharmesh Shah at the recent #Inbound13 event in Boston, are Inbound Sales and Inbound Service.

The idea of flipping the sales model of calling cold, or even warm prospect lists on its head, to real-time engagement, while or within a few minutes of prospects visiting your Website or opening your email is a smart approach to facilitating buyers who start their journey as an inbound lead.  

Think about it, would you rather be contacted by a vendor salesperson to ask if you need help, two days after your visit to their Website, when you are in the middle of something else - or within 10 minutes of being on their Website? 
I would rather get that call while it’s still fresh in my mind… whether I decide to take action or not.



Context is required for a meaningful conversation with prospective customers, based on their buyer's progress in the IMPACT buying cycle. The HubSpot Contacts system provides excellent context to facilitate this conversation in the form of prior behavior and precise details of interactions. 

Responsive Sales Enablement

A responsive sales enablement system is required to quickly provide salespeople with the information they need to have a meaningful conversation with a prospect when they receive a  Signal that a contact is on their Website or has opened an email. The ability to follow-up the conversation immediately with an email with links and resources the buyer can use, while the conversation is still fresh in the buyer’s mind is an under-developed opportunity in most companies.

What is WittyParrot? 

WittyParrot is a responsive sales enablement platform.
WittyParrot helps you find, assemble, share and track digital information and makes it available in a widget that sits on your computer desktop, tablet or phone, whether you are on-line or off-line. 

WittyParrot is like iTunes for information. It enables you to quickly find and share content by simply dragging and dropping it into the target application, email tool or document. And like iTunes it keeps track of what gets used and what's relevant in your context.  

In a couple of clicks, you can find, drag content chunks from the widget into email, letters, documents, and web pages.  This solves a universal problem – consistent communication.

Through a unique combination of sales and marketing messaging alignment, inbound marketing tools, real-time Signals, and sales enablement support, facilitated by WittyParrot, this vision has become a reality. (Full disclosure, I am an investor in and marketing adviser to WittyParrot).  

Having an always-on, searchable desktop Widget, populated with most-used sales enablement material provides the context that salespeople need to have relevant conversations with prospective buyers and to immediately follow-up the call with a relevant note and resources. 

WittyParrot enables salespeople to instantly access appropriate stories and other supporting material (scripts, presentations, pdf’s, buyer personas, capabilities, website links, videos, pricing) from a Desktop Widget and drag and drop them onto the desktop for use in phone conversations, or into email, Word docs, or PowerPoint presentations for follow-up. 

We are working with a number of innovative technology companies to prove the Inbound Sales/ Responsive Sales Enablement concept and while it's too early to declare victory, early results are promising and interest from enablement professionals and thought leaders in marketing is very high.

Advanced Marketing Concepts is now delivering responsive sales engagement solutions for our B2B clients. We create the aligned sales and marketing messaging within WittyParrot and share the atomized messaging elements, content creation templates and sales ready messaging to sales, marketing and enablement teams. WittyParrot is an enabling technology to make sales and marketing alignment a reality 

Opt-in to keep abreast of this responsive sales enablement thread, find out more about WittyParrot and get early access to WittyParrot product.
Topics: wittyparrot inbound sales responsive sales enablement