| | |

ME Network Ep 43: Interview with a Smarketer – HubSpot’s Dan Tyre

It’s not often that you get to sit down with a man, a myth, and a legend all at the same time.

But that’s what we got to do recently with Dan Tyre, Sales Director at HubSpot.

Dan is a different kind of horse. The bridge between the old school and the new school. The 30 year sales veteran has seen everything from old school pushy tactics, to the dawn of inbound marketing. In this video, he shares tons of things he’s picked up a lot along the way.

What resulted is a wide-ranging conversation on successful marketing, where the term “Smarketing” comes from, ways to delight your customers with content and much more.

Dan believes that content has to help people. It has to inform & educate. When people say they don’t know how to blog — Dan thinks that’s just plain “dopey”.

Instead, think about your customer. Think about their problems. Then write content that teaches your customers how to solve those problems.

If you do that, they’ll like it. They’ll read it. And they’ll “get it” so when they’re interested in buying a product, they’ll think of you. As Dan put it, you’re in their lizard brain.

We also covered what Dan sees as key traits of a successful content marketer:

1. Know your personas. You must, above all, know who you are talking to. If you know that person, you can speak to that person much more easily.

2. You have to be interesting. No one wants to read average content. There’s a huge difference between top content and cog content.

3. Be concise. Recognize that people move fast, and design your content with that in mind.

If you’re creating great content that’s provocative, the sales team will have tons of great leads. And because they really only have to handle 15% of the sales process, they’ll be able to close those leads.

DanTyrefistbump

The new approach is using all the great insights you get from marketing automation and other platforms to zero into what your customer wants. Then, creating valuable content that’s based on your experience that leads the conversation. From there, sit back and let your customer do what the customer wants to do. No more pushy kind of stuff.

Or as Dan put it, don’t be schwarmy. Nobody likes schwarmy.

1 Comment

  1. dantyre on February 4, 2016 at 11:09 pm

    Big energy – This was so fun! Justin, I will do an interview with you anytime – thanks for posting this

Leave a Comment





Want more? Here's some related content

Most Valuable Industries by City

Most Valuable Industries by City | LeadMD

Most Valuable Industries by City Cities are complicated systems that thrive on a network of...
Carlos Hidalgo, Author "The UnAmerican Dream"

Balancing Entrepreneurship and Family | Interview with Carlos Hidalgo

Special guest, Carlos Hidalgo,  joins LeadMD CEO, Justin Gray, on this premiere episode of the Catalyst Podcast. Carlos,...
Jennifer Wong, Head of Marketing at Convoy

First Marketing Hire at Convoy | Interview with Jennifer Wong, Head of Marketing

LeadMD CMO, Andrea Lechner-Becker, sits down with Jennifer Wong on this premiere episode of the Catalyst...
Clate Mask Founder Infusionsoft

Rebranding and Entrepreneurship Challenges with Infusionsoft Founder, Clate Mask

On this premiere episode of the Catalyst Podcast, LeadMD CEO, Justin Gray, welcomes Clate Mask...
sales and marketing alignment

Sales and Marketing Alignment: Create a Better Interpersonal Relationship

Alignment Beyond Metrics A lot of people talk about sales and marketing alignment. Often, the...
How to Become a CMO

How to Become a Chief Marketing Officer (CMO)

How to Become a Chief Marketing Officer (CMO) If you are passionate about the field...
gardenofeden

A Story of Business: Trust in the Garden of Eden

As I was allowing a 60 year old Italian man to straight shave my neck...
Demand Generation Drives Revenue

Demand Generation Drives Revenue, But Only When Aligned to Corporate KPIs

The Right Demand Generation Mindset With great visibility, comes great responsibility. In marketing, when this power...