{
  "version": 3,
  "sources": ["ssg:https://framerusercontent.com/modules/NEd4VmDdsxM3StIUbddO/1de6WpgIbCrKkRcPfQcW/YouTube.js", "ssg:https://framerusercontent.com/modules/3E55ZUGhpJGTCQKkHJZr/SwXplECq5o4kbAsNXYUZ/zqVpqxoOR-2.js"],
  "sourcesContent": ["import{jsx as _jsx,jsxs as _jsxs}from\"react/jsx-runtime\";import{useReducer,useState}from\"react\";import{ControlType,addPropertyControls}from\"framer\";import{useIsOnCanvas,emptyStateStyle,containerStyles,defaultEvents,useRadius,borderRadiusControl}from\"https://framer.com/m/framer/default-utils.js@^0.45.0\";var PlayOptions;(function(PlayOptions){PlayOptions[\"Normal\"]=\"Off\";PlayOptions[\"Auto\"]=\"On\";PlayOptions[\"Loop\"]=\"Loop\";})(PlayOptions||(PlayOptions={}));var ThumbnailOptions;(function(ThumbnailOptions){ThumbnailOptions[\"High\"]=\"High Quality\";ThumbnailOptions[\"Medium\"]=\"Medium Quality\";ThumbnailOptions[\"Low\"]=\"Low Quality\";ThumbnailOptions[\"Off\"]=\"Off\";})(ThumbnailOptions||(ThumbnailOptions={}));var ThumbnailFormat;(function(ThumbnailFormat){ThumbnailFormat[\"WebP\"]=\"webp\";ThumbnailFormat[\"JPG\"]=\"jpg\";})(ThumbnailFormat||(ThumbnailFormat={}));/**\n * @framerIntrinsicWidth 560\n * @framerIntrinsicHeight 315\n *\n * @framerSupportedLayoutWidth fixed\n * @framerSupportedLayoutHeight fixed\n *\n * @framerComponentPresetProps isRed, borderRadius\n */export function Youtube({url,play,shouldMute,thumbnail,isRed,onClick,onMouseEnter,onMouseLeave,onMouseDown,onMouseUp,title,...props}){const onCanvas=useIsOnCanvas();const isAutoplay=play!==\"Off\";const showThumbnail=onCanvas||thumbnail!==\"Off\"&&!isAutoplay;const[isPreloading,preloadVideo]=useReducer(()=>true,false);const[showVideo,startVideo]=useReducer(()=>true,!showThumbnail);const[isHovered,setHovered]=useState(false);const borderRadius=useRadius(props);const hasBorderRadius=borderRadius!==\"0px 0px 0px 0px\"&&borderRadius!==\"0px\";if(url===\"\"){return /*#__PURE__*/_jsx(Instructions,{});}const parsedURL=parseVideoURL(url);if(parsedURL===undefined){return /*#__PURE__*/_jsx(ErrorMessage,{message:\"Invalid Youtube URL.\"});}const[videoId,embedURL]=parsedURL;// https://developers.google.com/youtube/player_parameters\nconst searchParams=embedURL.searchParams;searchParams.set(\"iv_load_policy\",\"3\");searchParams.set(\"rel\",\"0\");searchParams.set(\"modestbranding\",\"1\");searchParams.set(\"playsinline\",\"1\");if(!showVideo){// if a browser does not support `loading=lazy`, make sure the video doesn't start playing in the background\nsearchParams.set(\"autoplay\",\"0\");}else if(isAutoplay||// when there is no thumbnail, we don't want to autoplay, unless video is started\nshowThumbnail&&showVideo){searchParams.set(\"autoplay\",\"1\");}if(isAutoplay&&shouldMute){searchParams.set(\"mute\",\"1\");}if(play===\"Loop\"){searchParams.set(\"loop\",\"1\");searchParams.set(\"playlist\",videoId);}if(!isRed){searchParams.set(\"color\",\"white\");}const iframeProps={title:title||\"Youtube Video\",allow:\"presentation; fullscreen; accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\",src:embedURL.href,frameBorder:\"0\",onClick,onMouseEnter,onMouseLeave,onMouseDown,onMouseUp};return /*#__PURE__*/_jsxs(\"article\",{onPointerEnter:()=>setHovered(true),onPointerLeave:()=>setHovered(false),onPointerOver:preloadVideo,onKeyDown:startVideo,onClick:startVideo,style:{...wrapperStyle,borderRadius,transform:// Safari sometimes struggles to render border-radius:\n// - on the canvas when changing from 0 to any other value\n// - or when rendering an iframe\nhasBorderRadius&&(showVideo||onCanvas)?\"translateZ(0.000001px)\":\"unset\",cursor:\"pointer\",overflow:\"hidden\"},role:\"presentation\",children:[isPreloading&&/*#__PURE__*/_jsx(\"link\",{rel:\"preconnect\",href:\"https://www.youtube.com\"}),isPreloading&&/*#__PURE__*/_jsx(\"link\",{rel:\"preconnect\",href:\"https://www.google.com\"}),/*#__PURE__*/_jsx(\"div\",{style:{...videoStyle,background:showThumbnail?`center / cover url(${getThumbnailURL(videoId,thumbnail,getWebPSupported()?\"webp\":\"jpg\")}) no-repeat`:undefined}}),!onCanvas?/*#__PURE__*/_jsx(\"iframe\",{loading:!showVideo?\"lazy\":undefined,style:!showVideo?{...videoStyle,display:\"none\"}:videoStyle,...iframeProps}):null,showVideo?null:/*#__PURE__*/_jsx(PlayButton,{onClick:startVideo,isHovered:isHovered,isRed:isRed})]});}Youtube.displayName=\"YouTube\";addPropertyControls(Youtube,{url:{type:ControlType.String,title:\"Video\"},play:{type:ControlType.Enum,title:\"Autoplay\",options:Object.values(PlayOptions)},shouldMute:{title:\"Mute\",type:ControlType.Boolean,enabledTitle:\"Yes\",disabledTitle:\"No\",hidden(props){return props.play===\"Off\";}},thumbnail:{title:\"Thumbnail\",description:\"Showing a thumbnail improves performance.\",type:ControlType.Enum,options:Object.values(ThumbnailOptions),hidden(props){return props.play!==\"Off\";}},isRed:{title:\"Color\",type:ControlType.Boolean,enabledTitle:\"Red\",disabledTitle:\"White\"},...borderRadiusControl,...defaultEvents});const defaultProps={url:\"https://youtu.be/smPos0mJvh8\",play:\"Off\",shouldMute:true,thumbnail:\"Medium Quality\",isRed:true};Youtube.defaultProps=defaultProps;function parseVideoURL(urlString){let url;try{url=new URL(urlString);}catch{const embedURL=getEmbedURL(urlString);return[urlString,embedURL];}if(url.hostname===\"youtube.com\"||url.hostname===\"www.youtube.com\"||url.hostname===\"youtube-nocookie.com\"||url.hostname===\"www.youtube-nocookie.com\"){const pathSegments=url.pathname.slice(1).split(\"/\");// https://www.youtube.com/watch?v=Fop2oskTug8\nif(pathSegments[0]===\"watch\"){const videoId=url.searchParams.get(\"v\");const embedURL=getEmbedURL(videoId);return[videoId,embedURL];}// https://www.youtube.com/embed/Fop2oskTug8\nif(pathSegments[0]===\"embed\"){const videoId=pathSegments[1];return[videoId,url];}}// https://youtu.be/Fop2oskTug8\nif(url.hostname===\"youtu.be\"){const videoId=url.pathname.slice(1);const embedURL=getEmbedURL(videoId);return[videoId,embedURL];}}function getEmbedURL(videoId){return new URL(`https://www.youtube.com/embed/${videoId}`);}function getThumbnailURL(videoId,res,format=\"jpg\"){// https://gist.github.com/a1ip/be4514c1fd392a8c13b05e082c4da363\nconst useWebP=format===\"webp\";const pre=useWebP?\"https://i.ytimg.com/vi_webp/\":\"https://i.ytimg.com/vi/\";const ext=useWebP?\"webp\":\"jpg\";switch(res){case\"Low Quality\":return`${pre}${videoId}/hqdefault.${ext}`;case\"Medium Quality\":return`${pre}${videoId}/sddefault.${ext}`;case\"High Quality\":return`${pre}${videoId}/maxresdefault.${ext}`;default:return`${pre}${videoId}/0.${ext}`;}}let _getWebPSupported;// https://stackoverflow.com/a/27232658\nfunction getWebPSupported(){// We're going to default to webp because it's pretty widely supported by now\nif(!window){return true;}if(_getWebPSupported!==undefined){return _getWebPSupported;}const element=document.createElement(\"canvas\");if(element.getContext&&element.getContext(\"2d\")){// was able or not to get WebP representation\nreturn _getWebPSupported=element.toDataURL(\"image/webp\").indexOf(\"data:image/webp\")===0;}else{// very old browser like IE 8, canvas not supported\nreturn _getWebPSupported=false;}}// Helper components\nfunction Instructions(){return /*#__PURE__*/_jsx(\"div\",{style:{...emptyStateStyle,overflow:\"hidden\"},children:/*#__PURE__*/_jsx(\"div\",{style:centerTextStyle,children:\"To embed a Youtube video, add the URL to the properties\\xa0panel.\"})});}function ErrorMessage({message}){return /*#__PURE__*/_jsx(\"div\",{className:\"framerInternalUI-errorPlaceholder\",style:{...containerStyles,overflow:\"hidden\"},children:/*#__PURE__*/_jsxs(\"div\",{style:centerTextStyle,children:[\"Error: \",message]})});}function PlayButton({onClick,isHovered,isRed}){return /*#__PURE__*/_jsx(\"button\",{onClick:onClick,\"aria-label\":\"Play\",style:buttonStyle,children:/*#__PURE__*/_jsxs(\"svg\",{height:\"100%\",version:\"1.1\",viewBox:\"0 0 68 48\",width:\"100%\",children:[/*#__PURE__*/_jsx(\"path\",{d:\"M66.52,7.74c-0.78-2.93-2.49-5.41-5.42-6.19C55.79,.13,34,0,34,0S12.21,.13,6.9,1.55 C3.97,2.33,2.27,4.81,1.48,7.74C0.06,13.05,0,24,0,24s0.06,10.95,1.48,16.26c0.78,2.93,2.49,5.41,5.42,6.19 C12.21,47.87,34,48,34,48s21.79-0.13,27.1-1.55c2.93-0.78,4.64-3.26,5.42-6.19C67.94,34.95,68,24,68,24S67.94,13.05,66.52,7.74z\",fill:isHovered?isRed?\"#f00\":\"#000\":\"#212121\",fillOpacity:isHovered?isRed?1:.8:.8,style:{transition:\"fill .1s cubic-bezier(0.4, 0, 1, 1), fill-opacity .1s cubic-bezier(0.4, 0, 1, 1)\"}}),/*#__PURE__*/_jsx(\"path\",{d:\"M 45,24 27,14 27,34\",fill:\"#fff\"})]})});}const buttonStyle={position:\"absolute\",top:\"50%\",left:\"50%\",transform:\"translate(-50%, -50%)\",width:68,height:48,padding:0,border:\"none\",background:\"transparent\",cursor:\"pointer\"};const wrapperStyle={position:\"relative\",width:\"100%\",height:\"100%\"};const centerTextStyle={textAlign:\"center\",minWidth:140};const videoStyle={position:\"absolute\",top:0,left:0,height:\"100%\",width:\"100%\"};\nexport const __FramerMetadata__ = {\"exports\":{\"Youtube\":{\"type\":\"reactComponent\",\"name\":\"Youtube\",\"slots\":[],\"annotations\":{\"framerComponentPresetProps\":\"isRed, borderRadius\",\"framerIntrinsicHeight\":\"315\",\"framerSupportedLayoutWidth\":\"fixed\",\"framerIntrinsicWidth\":\"560\",\"framerContractVersion\":\"1\",\"framerSupportedLayoutHeight\":\"fixed\"}},\"__FramerMetadata__\":{\"type\":\"variable\"}}}\n//# sourceMappingURL=./YouTube.map", "import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import{ComponentPresetsConsumer as o,Link as n}from\"framer\";import{motion as a}from\"framer-motion\";import*as i from\"react\";import{Youtube as s}from\"https://framerusercontent.com/modules/NEd4VmDdsxM3StIUbddO/1de6WpgIbCrKkRcPfQcW/YouTube.js\";export const richText=/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Introduction\"}),/*#__PURE__*/e(\"p\",{children:\"Customer success teams are the linchpin of any thriving startup, ensuring customers are not only satisfied but also successful with your product.\"}),/*#__PURE__*/e(\"p\",{children:\"While HubSpot provides a robust CRM to manage customer relationships, integrating the right tools can supercharge your workflow. Here are six of the best HubSpot apps for customer success teams to streamline operations, boost productivity, and enhance customer satisfaction.\"}),/*#__PURE__*/e(\"h2\",{children:\"What is a HubSpot App?\"}),/*#__PURE__*/e(\"p\",{children:\"A HubSpot app is an integration available through the HubSpot App Marketplace. These apps range from simple tools, like time trackers, to advanced platforms for data management and customer engagement. They enhance HubSpot's core functionality by allowing teams to automate tasks, sync data, and create better customer experiences.\"}),/*#__PURE__*/e(\"p\",{children:\"For customer success teams, these apps can make it easier to log interactions, track key metrics, and stay proactive about customer needs.\"}),/*#__PURE__*/e(\"p\",{children:\"To simplify our list, we\u2019ve added a short summary before each tool so you can see if it\u2019s a fit for you.\"}),/*#__PURE__*/e(\"h2\",{children:\"How do I add a HubSpot app to my workspace?\"}),/*#__PURE__*/e(\"p\",{children:\"Adding a HubSpot app is straightforward:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Visit the HubSpot App Marketplace\"}),\": Navigate to \",/*#__PURE__*/e(n,{href:\"https://ecosystem.hubspot.com/marketplace\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"HubSpot\u2019s App Marketplace\"})}),\".\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Search for Your Desired App\"}),\": Use the search bar to find the app you need.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Follow the Integration Instructions\"}),\": Most apps have step-by-step guides for connecting them to your HubSpot workspace.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"With that, let\u2019s dive into the six best HubSpot apps for customer success teams.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(n,{href:{webPageId:\"augiA20Il\"},motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"whomso\"})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Best for:\"}),\" Sales and CS teams managing personalised customer interactions.\"]})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"Key Benefits:\"})})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Consolidate mutual action plans and resources in one place.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Track customer engagement with microsite analytics.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Simplify handovers between sales and CS teams.\"})})]}),/*#__PURE__*/e(\"img\",{alt:\"whomso to HubSpot screenshot\",className:\"framer-image\",height:\"1224\",src:\"https://framerusercontent.com/images/ydieLCBajIxNUFZtod2vJfwYic.jpg\",srcSet:\"https://framerusercontent.com/images/ydieLCBajIxNUFZtod2vJfwYic.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/ydieLCBajIxNUFZtod2vJfwYic.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/ydieLCBajIxNUFZtod2vJfwYic.jpg?scale-down-to=2048 2048w,https://framerusercontent.com/images/ydieLCBajIxNUFZtod2vJfwYic.jpg?scale-down-to=4096 4096w,https://framerusercontent.com/images/ydieLCBajIxNUFZtod2vJfwYic.jpg 4368w\",style:{aspectRatio:\"4368 / 2448\"},width:\"2184\"}),/*#__PURE__*/e(\"p\",{children:\"whomso is crafted specifically for HubSpot, meaning you can create tailored microsites or landing pages without ever leaving your CRM. This integration keeps all your work in one place, streamlining workflows and ensuring customer data remains centralised and easy to access.\"}),/*#__PURE__*/e(\"p\",{children:\"Getting started is effortless. whomso offers pre-designed templates that make building these microsites quick and intuitive\u2014perfect for teams looking to standardise their onboarding process. For those who need more flexibility, you can design bespoke pages that align with your workflows. Whether it\u2019s mutual action plans, milestone tracking, or curated content, these pages adapt to your team\u2019s needs.\"}),/*#__PURE__*/e(\"p\",{children:\"But the true magic of whomso lies in the experience it creates for your customers. Instead of getting bogged down in endless email threads, you can provide a single, branded hub for all onboarding materials and strategic plans. This eliminates confusion, reduces friction, and ensures everyone on the customer\u2019s team has access to the same, up-to-date information.\"}),/*#__PURE__*/e(\"p\",{children:\"For teams who want to deliver a professional, personalised experience while staying efficient, whomso is a natural fit. By simplifying customer interactions and cutting out the noise, it helps both sides focus on what really matters: making progress.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(n,{href:\"https://app.hubspot.com/portal-recommend/l?slug=ecosystem/marketplace/apps/june\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"June\"})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Best for:\"}),\" B2B teams looking to become more data driven.\"]})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"Why It Stands Out:\"})})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Provides a unified view of user engagement and commercial data.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Helps identify churn risks and calculate health scores effortlessly.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Eliminates the need for complex setups involving multiple tools and engineers.\"})})]}),/*#__PURE__*/e(\"img\",{alt:\"A product screenshot of June\",className:\"framer-image\",height:\"762\",src:\"https://framerusercontent.com/images/XYdD5OCewonVvELn3nek3Ce3xLY.png\",srcSet:\"https://framerusercontent.com/images/XYdD5OCewonVvELn3nek3Ce3xLY.png?scale-down-to=512 512w,https://framerusercontent.com/images/XYdD5OCewonVvELn3nek3Ce3xLY.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/XYdD5OCewonVvELn3nek3Ce3xLY.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/XYdD5OCewonVvELn3nek3Ce3xLY.png 2485w\",style:{aspectRatio:\"2485 / 1524\"},width:\"1242\"}),/*#__PURE__*/t(\"p\",{children:[\"On the surface, \",/*#__PURE__*/e(n,{href:\"https://june.so/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"June\"})}),\" is a product analytics tool built specifically for B2B teams. Which, in isolation, already makes it pretty helpful for CS teams who want to see what their customers have been doing in the product.\"]}),/*#__PURE__*/e(\"p\",{children:\"However, the real brilliance of June lies in its HubSpot integration. The app syncs critical product data (like number of logins, jobs completed, integrations added, etc.) and gives customer success teams a comprehensive view of user and company level interactions alongside commercial data.\"}),/*#__PURE__*/e(\"p\",{children:\"Previously, adding this kind of data into HubSpot (or any CRM for that matter) would take a whole stack of tools and a data engineer. But not with June! Adding it to your HubSpot instance allows you to start tracking properties and metrics at the company level that you can use to inform a health score or flag those at risk of churn.\"}),/*#__PURE__*/e(\"p\",{children:\"This is a product we personally recommend. It\u2019s not something we stuffed in here for the sake of SEO. If you\u2019re the kind of team who feels like you need to look in 3 or 4 places to get a sense of how engaged a customer is - well, this will solve that issue.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(n,{href:\"https://www.hubspot.com/slack\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Slack\"})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Best for:\"}),\" B2B teams who hold themselves to a high standard when it comes to customer support.\"]})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"Key Benefits:\"})})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Simplifies handling web chat without navigating HubSpot\u2019s UI.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Speeds up response times with Slack notifications.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Ensures smooth internal collaboration on customer issues.\"})})]}),/*#__PURE__*/e(\"img\",{alt:\"A clip of HubSpot's chat within Slack\",className:\"framer-image\",height:\"384\",src:\"https://framerusercontent.com/images/hcpZ41FFrwExoKd05AnHwsi2Ao.jpg\",style:{aspectRatio:\"1538 / 768\"},width:\"769\"}),/*#__PURE__*/t(\"p\",{children:[\"This one might seem extremely obvious so our apologies if you already have it up and running. But the \",/*#__PURE__*/e(n,{href:\"https://slack.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Slack\"})}),\" integration for HubSpot is a fan favourite and it wouldn\u2019t be a comprehensive list without it.\"]}),/*#__PURE__*/e(\"p\",{children:\"If you use web chat for your customer support, adding this integration means that all of the questions and queries that come through it will end up in your Slack workspace. It\u2019s great if you don\u2019t want to spend all day in the often clunky UI of HubSpot - instead, you can reply to the message as a thread on Slack just like you would any other message.\"}),/*#__PURE__*/e(\"p\",{children:\"A word of warning though. If you\u2019re a customer success team who finds themselves constantly weighed down by chat requests then it might not be all that helpful.\"}),/*#__PURE__*/t(\"p\",{children:[\"Your channels will start getting clogged and then Slack descends into chaos - it might be simpler to keep them inside HubSpot until you can use something like a knowledge base to handle the repetitive queries. If this sounds like you, check out \",/*#__PURE__*/e(n,{href:\"https://www.thena.ai/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Thena\"})}),\" further down the page!\"]}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(n,{href:\"https://www.granola.ai/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Granola\"})})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Best for:\"}),\" Busy teams who want to keep a well maintained CRM.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"What Makes It Unique:\"})})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Streamlines note-taking with AI assistance.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Focuses on contextually enriching your notes instead of transcribing everything.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Sends refined notes directly to HubSpot accounts for easy access.\"})})]}),/*#__PURE__*/e(\"img\",{alt:\"A screenshot of Granola's note taking before it goes to HubSpot\",className:\"framer-image\",height:\"659\",src:\"https://framerusercontent.com/images/jkTY9QlmbRZA13u3VKylNNtVKcw.png\",srcSet:\"https://framerusercontent.com/images/jkTY9QlmbRZA13u3VKylNNtVKcw.png?scale-down-to=512 512w,https://framerusercontent.com/images/jkTY9QlmbRZA13u3VKylNNtVKcw.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/jkTY9QlmbRZA13u3VKylNNtVKcw.png 1548w\",style:{aspectRatio:\"1548 / 1318\"},width:\"774\"}),/*#__PURE__*/e(\"p\",{children:\"Granola isn\u2019t strictly a HubSpot app per se, but it does have a HubSpot integration. Granola is an AI note taking app that offers a unique take. Instead of listening to and synthesising everything said on a call (which often leads to long and unhelpful notes), Granola lets you jot down rough notes as you go along and then uses AI to fill in the gaps.\"}),/*#__PURE__*/e(\"p\",{children:\"For example, you might only really need to take notes about which integrations your customer wants. Instead of taking down notes from the whole call, Granola will fill in details that help make sense of the rough notes you wrote down.\"}),/*#__PURE__*/e(\"p\",{children:\"Although other note taking apps like Fathom and Fireflies have a HubSpot integration as well, the notes they generate are often more generic. The benefit of Granola is that it augments what you wanted to take notes on - as opposed to everything.\"}),/*#__PURE__*/e(\"p\",{children:\"When you\u2019re done with your note, you can simply send it to HubSpot where it\u2019ll be attached to the account in question. Pretty neat!\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(n,{href:\"https://app.hubspot.com/portal-recommend/l?slug=ecosystem/marketplace/apps/thena-hubspot-plugin-1135569\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Thena\"})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Best for:\"}),\" B2B teams who want a way to scalably handle Slack customer support.\"]})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"Top Features:\"})})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Logs Slack messages as HubSpot tickets for better tracking.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Automatically captures new Slack users as HubSpot contacts.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Works with other tools like Zendesk and Intercom for multichannel support.\"})})]}),/*#__PURE__*/e(\"img\",{alt:\"A screenshot of Thena's Slack to HubSpot integration\",className:\"framer-image\",height:\"586\",src:\"https://framerusercontent.com/images/efBDJoR6Wo6Ss7Ns65zObgI0fH8.png\",srcSet:\"https://framerusercontent.com/images/efBDJoR6Wo6Ss7Ns65zObgI0fH8.png?scale-down-to=512 512w,https://framerusercontent.com/images/efBDJoR6Wo6Ss7Ns65zObgI0fH8.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/efBDJoR6Wo6Ss7Ns65zObgI0fH8.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/efBDJoR6Wo6Ss7Ns65zObgI0fH8.png 2084w\",style:{aspectRatio:\"2084 / 1172\"},width:\"1042\"}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re the kind of team who prefers to manage their customer support via Slack Connect channels, this one is a must have.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(n,{href:\"https://www.thena.ai/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Thena\"})}),\" allows you to log Slack messages and requests as tickets in HubSpot, creating an audit trail of messages to better understand customer health.\"]}),/*#__PURE__*/e(\"p\",{children:\"The issue with managing customer requests via Slack is that channels aren\u2019t very easy to keep track of - especially with threads. But Thena solves for exactly that. With their integration, every message or issue is turned into a ticket and anyone who joins the channel is logged as a contact. This is especially useful if you find yourself without a single source of truth for your account contacts.\"}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(n,{href:\"https://app.hubspot.com/portal-recommend/l?slug=ecosystem/marketplace/apps/chili-piper\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Chilli Piper\"})})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Best for:\"}),\" Teams looking to optimize meeting scheduling beyond HubSpot\u2019s native tool.\"]})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"Top Features:\"})})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Automatically assigns meeting requests to the appropriate customer success manager based on criteria like account ownership, territory, or priority.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Offers more flexibility compared to HubSpot\u2019s scheduler, allowing you to define rules and tailor the experience to your team\u2019s unique needs.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Keeps HubSpot updated with every scheduled meeting, ensuring no data is lost or duplicated.\"})})]}),/*#__PURE__*/e(\"img\",{alt:\"A screenshot of Chilli Piper and its HubSpot integration\",className:\"framer-image\",height:\"1137\",src:\"https://framerusercontent.com/images/acu3nstnTtdnJ9BjF89t0R5FIk.png\",srcSet:\"https://framerusercontent.com/images/acu3nstnTtdnJ9BjF89t0R5FIk.png?scale-down-to=512 512w,https://framerusercontent.com/images/acu3nstnTtdnJ9BjF89t0R5FIk.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/acu3nstnTtdnJ9BjF89t0R5FIk.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/acu3nstnTtdnJ9BjF89t0R5FIk.png 4044w\",style:{aspectRatio:\"4044 / 2275\"},width:\"2022\"}),/*#__PURE__*/t(\"p\",{children:[\"While HubSpot\u2019s meeting scheduler is a solid option, \",/*#__PURE__*/e(n,{href:\"https://www.chilipiper.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Chilli Piper\"})}),\" offers advanced functionality tailored for customer success teams. It goes beyond basic scheduling to ensure meetings are routed to the right person, booked faster, and seamlessly integrated into workflows.\"]}),/*#__PURE__*/e(\"p\",{children:\"For customer success managers juggling multiple accounts and striving to deliver a personalised experience, Chilli Piper reduces friction and ensures no opportunity slips through the cracks.\"}),/*#__PURE__*/e(\"h2\",{children:\"Conclusion\"}),/*#__PURE__*/e(\"p\",{children:\"The right HubSpot apps can transform how customer success teams operate, enabling them to work smarter and deliver better results. From analytics to streamlined communication, these six apps offer practical solutions to common challenges faced by CS teams. Try them out and see how they can enhance your team\u2019s efficiency and customer satisfaction.\"}),/*#__PURE__*/t(\"p\",{children:[\"Ready to get started? Head to the \",/*#__PURE__*/e(n,{href:\"https://ecosystem.hubspot.com/marketplace\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"HubSpot App Marketplace\"})}),\" and explore these integrations today.\"]})]});export const richText1=/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h3\",{children:\"Introduction\"}),/*#__PURE__*/e(\"p\",{children:\"Retention starts with onboarding. At least that's what we think! \"}),/*#__PURE__*/e(\"p\",{children:\"Getting onboarding right is incredibly important. But with commercial teams getting smaller and the startup landscape becoming increasingly competitive, it's harder than ever to ensure that customers get what they deserve. \"}),/*#__PURE__*/e(\"p\",{children:\"All is not lost! There's a heap of tooling out there to help you and your startup properly manage customer onboarding. If you're looking for a product that can help supercharge the customer success process then this list should have you covered.  \"}),/*#__PURE__*/e(\"h3\",{children:\"What is a customer onboarding tool? \"}),/*#__PURE__*/e(\"p\",{children:\"Customer onboarding software refers to any product that helps you get new customers up to speed with your offering. In many instances, this offering will be a software product but we've written this list so that you can also make use of the tools if you sell a service. \"}),/*#__PURE__*/e(\"p\",{children:\"These tools are designed to help take some of the pain out of onboarding. Because of the custom nature of onboarding, the list is quite varied in terms of what pains the tools help solve for. \"}),/*#__PURE__*/t(\"p\",{children:[\"For example, you might have lots of new customers sign up every week. In this case, you'll need something that is \",/*#__PURE__*/e(n,{href:{pathVariables:{jbx4Dx78o:\"high-touch-vs-low-touch-onboarding\"},unresolvedPathSlugs:{jbx4Dx78o:{collectionId:\"zqVpqxoOR\",collectionItemId:\"qvmMnx_fC\"}},webPageId:\"qXJTQpvwz\"},motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"low touch\"})}),\" and can handle training and onboarding at scale. \"]}),/*#__PURE__*/e(\"p\",{children:\"Alternatively, you could only sign one customer a quarter but their needs are extremely custom. You'll therefore want something that helps you design an onboarding plan to cater to these needs, and that allows you to be in contact with lots of stakeholders. \"}),/*#__PURE__*/e(\"p\",{children:\"For each tool, we've outlined which type of business it's most suited to. Hopefully it makes finding the right tool for you just a bit easier! \"}),/*#__PURE__*/e(\"h3\",{children:\"What makes them suitable for startups? \"}),/*#__PURE__*/e(\"p\",{children:\"To put it simply, price. We know that smaller teams don't have the same amount of money as big companies to put into tooling. So this list covers products that are reasonably priced and we've purposefully avoided anything that costs more than a few thousand per year. \"}),/*#__PURE__*/e(\"p\",{children:\"This list also focuses on those products that offer month to month packages. Because you're still figuring out how your processes work, it doesn't make sense to buy multi-year deals. That said, we'd recommend committing to a product for longer than a few months just to make sure that it's fully adopted. \"}),/*#__PURE__*/e(\"p\",{children:\"Now that's out the way, let's get into the list: \"}),/*#__PURE__*/t(\"h3\",{children:[/*#__PURE__*/e(n,{href:{webPageId:\"augiA20Il\"},motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"whomso\"})}),\" \uD83D\uDD17\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Best for:\"}),\" B2B teams who need to run custom or complex onboarding for each customer. \"]})}),/*#__PURE__*/e(\"p\",{children:\"For small teams, onboarding can take up huge amounts of time if each new logo needs to be handheld through the process. And more often than not, as the customer base grows the quality of these onboarding sessions goes down. \"}),/*#__PURE__*/t(\"p\",{children:[\"We built \",/*#__PURE__*/e(n,{href:{webPageId:\"lxtgAld56\"},motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"whomso\"})}),\" to tackle this. Instead of the inevitable back and forth over emails, you can create onboarding microsites that give new customers a single place to see exactly what's coming. \"]}),/*#__PURE__*/e(\"p\",{children:\"And instead of wasting your onboarding call tackling admin, you can gather it all ahead of time using mutual action plans that explain what you need to get going. \"}),/*#__PURE__*/e(\"img\",{alt:\"Screenshot of whomso onboarding\",className:\"framer-image\",height:\"864\",src:\"https://framerusercontent.com/images/cnKzAN3mk62itp0RArMVlE4vhA.png\",srcSet:\"https://framerusercontent.com/images/cnKzAN3mk62itp0RArMVlE4vhA.png?scale-down-to=512 512w,https://framerusercontent.com/images/cnKzAN3mk62itp0RArMVlE4vhA.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/cnKzAN3mk62itp0RArMVlE4vhA.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/cnKzAN3mk62itp0RArMVlE4vhA.png 3639w\",style:{aspectRatio:\"3639 / 1728\"},width:\"1819\"}),/*#__PURE__*/t(\"p\",{children:[\"We wouldn't plug our product if we didn't think it genuinely solved this issue for startups. Why do we think this? We know that startups don't want a huge stack of complicated tools. So that's why we built it to be \",/*#__PURE__*/e(n,{href:{pathVariables:{GLacWOPqT:\"how-whomso-works\"},unresolvedPathSlugs:{GLacWOPqT:{collectionId:\"aa1oQKiZU\",collectionItemId:\"MdR2FqPQt\"}},webPageId:\"Sx0zWbDdW\"},motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"HubSpot native\"})}),\" and to work without having to leave the CRM. \"]}),/*#__PURE__*/e(\"p\",{children:\"On the subject of the CRM\u2026 \"}),/*#__PURE__*/t(\"h3\",{children:[/*#__PURE__*/e(n,{href:\"https://www.hubspot.com/products/service/customer-success-management\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"HubSpot for Customer Success\"})}),\" \uD83D\uDD17\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Best for: \"}),\"B2B teams who need a way to keep track of the tasks that need doing. \"]})}),/*#__PURE__*/e(\"p\",{children:\"HubSpot isn't strictly onboarding software but it's a huge help for high touch companies who want to keep on top of the tasks that need doing and the impact they have on customers. \"}),/*#__PURE__*/t(\"p\",{children:[\"CRM's are ubiquitous at the startup level but customer success platforms like \",/*#__PURE__*/e(n,{href:\"https://churnzero.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"ChurnZero\"})}),\" and \",/*#__PURE__*/e(n,{href:\"https://www.planhat.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Planhat\"})}),\" are just that bit too much to justify for a small team. Anecdotally speaking, we've found that these products are often bought in by startups at great expense and then never implemented properly. \"]}),/*#__PURE__*/e(\"p\",{children:\"These types of customer success tools are great if you have a well staffed product team who can add all the data points for you. But if you don't have the resources to build out the infrastructure, it's not going to improve anything.\"}),/*#__PURE__*/e(\"p\",{children:\"Instead, using HubSpot as your source of truth is a great alternative. Although HubSpot doesn't offer the level of customisation that a CS platform does, their new Customer Success workspace includes features like health scoring and risk identification to ensure that onboarding and beyond is running smoothly. \"}),/*#__PURE__*/e(\"img\",{alt:\"Screenshot of HubSpot for CS\",className:\"framer-image\",height:\"1632\",src:\"https://framerusercontent.com/images/vJn5uwIsA387dXQ22YBT2MWr9o.png\",srcSet:\"https://framerusercontent.com/images/vJn5uwIsA387dXQ22YBT2MWr9o.png?scale-down-to=512 512w,https://framerusercontent.com/images/vJn5uwIsA387dXQ22YBT2MWr9o.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/vJn5uwIsA387dXQ22YBT2MWr9o.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/vJn5uwIsA387dXQ22YBT2MWr9o.png?scale-down-to=4096 4096w,https://framerusercontent.com/images/vJn5uwIsA387dXQ22YBT2MWr9o.png 5124w\",style:{aspectRatio:\"5124 / 3264\"},width:\"2562\"}),/*#__PURE__*/e(\"p\",{children:\" \"}),/*#__PURE__*/t(\"h3\",{children:[/*#__PURE__*/e(n,{href:\"https://ewebinar.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"eWebinar\"})}),\" \uD83D\uDD17\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Best for: \"}),\"B2B teams who are comfortable relying on video and webinars to onboard new customers. \"]})}),/*#__PURE__*/e(\"p\",{children:\"eWebinar is a really interesting take and offers a combination of video and webinars. In short, it's on-demand webinars which might seem like a strange concept but bear with. \"}),/*#__PURE__*/e(\"p\",{children:\"Instead of running webinars or onboarding sessions continuously, with eWebinar you can record them once and let users access them whenever they need to. It also comes with some of the functionality you'd expect from a webinar like live chat. However, instead of the chat feed like you'd get in an actual webinar, these messages come through as support notifications to your team. \"}),/*#__PURE__*/e(\"img\",{alt:\"A screenshot of ewebinar\",className:\"framer-image\",height:\"867\",src:\"https://framerusercontent.com/images/RbwneHdtd5AeueCNuiPaeekQI.png\",srcSet:\"https://framerusercontent.com/images/RbwneHdtd5AeueCNuiPaeekQI.png?scale-down-to=512 512w,https://framerusercontent.com/images/RbwneHdtd5AeueCNuiPaeekQI.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/RbwneHdtd5AeueCNuiPaeekQI.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/RbwneHdtd5AeueCNuiPaeekQI.png 2272w\",style:{aspectRatio:\"2272 / 1734\"},width:\"1136\"}),/*#__PURE__*/t(\"p\",{children:[\"If you're comfortable letting users onboard themselves using video, and reach out if they need help then we'd really recommend using \",/*#__PURE__*/e(n,{href:\"ewebinar.com\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"eWebinar\"})}),\". \"]}),/*#__PURE__*/t(\"h3\",{children:[/*#__PURE__*/e(n,{href:\"https://stonly.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Stonly\"})}),\" \uD83D\uDD17\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Best for: \"}),\"B2B teams who rely on repeatable guides or knowledge to train and onboard customers. \"]})}),/*#__PURE__*/t(\"p\",{children:[\"Once you've onboarded a few customers, you start to pick up on common questions. In this instance, it often makes sense to turn this training into a formal guide and a tool like \",/*#__PURE__*/e(n,{href:\"https://stonly.com\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Stonly\"})}),\" can help you do that. \"]}),/*#__PURE__*/e(\"p\",{children:\"Stonly frames itself as a knowledge management product but, in simpler terms, it's a product for creating intuitive and interactive guides. \"}),/*#__PURE__*/e(\"img\",{alt:\"Product screenshot for Stonly\",className:\"framer-image\",height:\"571\",src:\"https://framerusercontent.com/images/gu5cIAhhACu7jtt9HQ8zhLwxOBs.png\",srcSet:\"https://framerusercontent.com/images/gu5cIAhhACu7jtt9HQ8zhLwxOBs.png?scale-down-to=512 512w,https://framerusercontent.com/images/gu5cIAhhACu7jtt9HQ8zhLwxOBs.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/gu5cIAhhACu7jtt9HQ8zhLwxOBs.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/gu5cIAhhACu7jtt9HQ8zhLwxOBs.png 2372w\",style:{aspectRatio:\"2372 / 1142\"},width:\"1186\"}),/*#__PURE__*/e(\"p\",{children:\"These guides are an excellent way to partially automate some of the work that goes into onboarding. For example, if your product requires some form of installation (through an app or an extension), you could offer an interactive guide that gives users the correct information based on the options they select. Far simpler than walking a customer through it on a call!\"}),/*#__PURE__*/t(\"h3\",{children:[/*#__PURE__*/e(n,{href:\"https://userguiding.com\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"UserGuiding\"})}),\" \uD83D\uDD17\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Best for: \"}),\"B2B teams who have a lot of new customers each month and need to automate product training.\"]})}),/*#__PURE__*/e(\"p\",{children:\"Training is only one part of the onboarding process and UserGuiding does that really well. \"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\" \"}),\"For only a couple hundred dollars a month (it's a variable price, depending on how many active users you have. For reference, it's $160/pm for 2,500 MAUs and goes up from there) you can offer scalable product onboarding. \"]}),/*#__PURE__*/e(\"p\",{children:\"UserGuiding does this through product tours. There's lots of options like this on the market but few are this cheap. Tours are a really simple way to give users a good sense of what your product does and how they can do it themselves: \"}),/*#__PURE__*/e(\"div\",{className:\"framer-text-module\",style:{\"--aspect-ratio\":\"560 / 315\",aspectRatio:\"560 / 315\",height:\"auto\",width:\"100%\"},children:/*#__PURE__*/e(o,{componentIdentifier:\"module:NEd4VmDdsxM3StIUbddO/1de6WpgIbCrKkRcPfQcW/YouTube.js:Youtube\",children:t=>/*#__PURE__*/e(s,{...t,play:\"Off\",shouldMute:!0,thumbnail:\"Medium Quality\",url:\"https://youtu.be/LjjGnBBNiQE\"})})}),/*#__PURE__*/e(\"p\",{children:\"This type of product makes sense for those with a high throughput of customers (hundreds each month). Any less than that and you run the risk of being too general and skipping over key details that a user needs to see to properly activate.\"}),/*#__PURE__*/t(\"h3\",{children:[/*#__PURE__*/e(n,{href:\"https://typeform.com\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Typeform\"})}),\" \uD83D\uDD17\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/t(\"em\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Best for: \"}),\"Teams who sign only a few customers every month but need to gather information on them. For example, a software development agency or a product that has elements of customisation. \"]})}),/*#__PURE__*/e(\"p\",{children:\"I'm sure you've probably heard of Typeform by now but, if not, it's a product that allows you to build rather lovely forms and questionnaires. This type of product is great for onboarding if you need to get lots of information out of your customers after they sign. \"}),/*#__PURE__*/e(\"p\",{children:\"Say, for example, your product needs to be setup by an implementation team before a customer can start using it. You could gather this information on a call. However, it might be a more productive use of everyone's time to send a Typeform over to begin with, collect that data and spend the time meeting to build the relationship or discuss the answers.\"}),/*#__PURE__*/e(\"img\",{alt:\"Product screenshot for Typeform\",className:\"framer-image\",height:\"578\",src:\"https://framerusercontent.com/images/XLzge6EvEKS175Lg8Wa2Fig64.png\",srcSet:\"https://framerusercontent.com/images/XLzge6EvEKS175Lg8Wa2Fig64.png?scale-down-to=512 512w,https://framerusercontent.com/images/XLzge6EvEKS175Lg8Wa2Fig64.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/XLzge6EvEKS175Lg8Wa2Fig64.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/XLzge6EvEKS175Lg8Wa2Fig64.png 2180w\",style:{aspectRatio:\"2180 / 1156\"},width:\"1090\"}),/*#__PURE__*/t(\"p\",{children:[\"Typeform is by no means onboarding specific but it does have \",/*#__PURE__*/e(n,{href:\"https://www.typeform.com/templates/c/customer-success/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"many templates\"})}),\" to get started with. We've also personally used this tool at whomso and can attest to its value!\"]})]});export const richText2=/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h3\",{children:\"Understanding Onboarding in Customer Success\"}),/*#__PURE__*/e(\"p\",{children:\"Onboarding is crucial for customer success. It sets the stage for long-term satisfaction and ensures clients get the most from our product. A smooth onboarding process impacts the customer experience, leading to better retention and loyalty.\"}),/*#__PURE__*/e(\"p\",{children:\"High-touch and low-touch onboarding are two approaches to consider. High-touch involves personalized guidance, ideal for complex products where clients need more support. Low-touch is more automated and scalable, perfect for straightforward products with a larger user base.\"}),/*#__PURE__*/e(\"p\",{children:\"A great start leads to higher engagement and satisfaction. When customers have clear instructions and timely support, they're more likely to stick around and become advocates for our brand.\"}),/*#__PURE__*/e(\"p\",{children:\"Let's look at:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"High-Touch Onboarding\"}),\": Personal interaction, detailed support.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Low-Touch Onboarding\"}),\": Automation, efficiency, scalability.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Customer Satisfaction\"}),\": The ultimate goal of any onboarding strategy.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"These approaches help tailor onboarding to client needs.\"}),/*#__PURE__*/e(\"h3\",{children:\"High-Touch Onboarding Explained\"}),/*#__PURE__*/e(\"p\",{children:\"High-touch onboarding is all about personalized interactions and dedicated support. It focuses on building strong relationships with clients through step-by-step guidance. This method is great for complex products or services that need detailed attention.\"}),/*#__PURE__*/e(\"p\",{children:\"Clients benefit from tailored problem-solving, which boosts satisfaction. Here\u2019s how it works:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Personalized Sessions\"}),\": Offer dedicated onboarding sessions that focus on individual client needs. This ensures each client gets the attention they require, addressing specific challenges they might face.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"One-on-One Support\"}),\": Provide ongoing support through direct communication channels. This includes regular check-ins and personalized advice to help clients navigate the product effectively.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Customized Resources\"}),\": Develop resources like guides or tutorials tailored to the client\u2019s specific use case. This helps clients see immediate value and understand how to best utilize the product.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"High-touch methods emphasize understanding client goals and aligning them with the product\u2019s capabilities. This approach not only enhances customer satisfaction but also fosters long-term loyalty, as clients feel more connected and valued.\"}),/*#__PURE__*/e(\"p\",{children:\"By focusing on these elements, high-touch onboarding ensures clients not only use the product but also achieve their desired outcomes efficiently.\"}),/*#__PURE__*/e(\"img\",{alt:\"An image of two people sitting down together to do onboarding\",className:\"framer-image\",height:\"349\",src:\"https://framerusercontent.com/images/KwKGKCpidBVdDdDnXK7R2WhX2hc.jpg\",srcSet:\"https://framerusercontent.com/images/KwKGKCpidBVdDdDnXK7R2WhX2hc.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/KwKGKCpidBVdDdDnXK7R2WhX2hc.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/KwKGKCpidBVdDdDnXK7R2WhX2hc.jpg 1280w\",style:{aspectRatio:\"1280 / 698\"},width:\"640\"}),/*#__PURE__*/e(\"h3\",{children:\"Low-Touch Onboarding Strategies\"}),/*#__PURE__*/e(\"p\",{children:\"Low-touch onboarding is all about efficiency and scalability. It uses automated processes and self-service resources to help large user bases without much human interaction. This approach is perfect for straightforward products, reducing costs and effort.\"}),/*#__PURE__*/e(\"p\",{children:\"Automation plays a big role here. Automated email sequences guide users through initial steps, ensuring they know what to do next. These emails can include tips, best practices, and links to helpful resources.\"}),/*#__PURE__*/e(\"p\",{children:\"Self-paced learning modules are another key element. Users can explore these at their own speed, diving into features that interest them. This method empowers clients to learn without waiting for scheduled sessions.\"}),/*#__PURE__*/e(\"p\",{children:\"FAQs and knowledge bases provide quick answers to common questions. This empowers users to solve problems themselves, enhancing their experience and reducing support queries.\"}),/*#__PURE__*/e(\"p\",{children:\"Here's a quick look at low-touch strategies:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Automated Emails\"}),\": Guide users with step-by-step instructions.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Self-Paced Modules\"}),\": Allow users to explore features independently.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"FAQs\"}),\": Offer easy access to common solutions.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Low-touch onboarding is cost-effective and ideal for scaling. However, it may not suit users needing detailed help. Balancing automation with available support is key to successful implementation.\"}),/*#__PURE__*/e(\"img\",{alt:\"A man works on a laptop by himself\",className:\"framer-image\",height:\"349\",src:\"https://framerusercontent.com/images/oLPOYgkZNg6smQ0DQBzzqfu5kuU.jpg\",srcSet:\"https://framerusercontent.com/images/oLPOYgkZNg6smQ0DQBzzqfu5kuU.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/oLPOYgkZNg6smQ0DQBzzqfu5kuU.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/oLPOYgkZNg6smQ0DQBzzqfu5kuU.jpg 1280w\",style:{aspectRatio:\"1280 / 698\"},width:\"640\"}),/*#__PURE__*/e(\"h3\",{children:\"Choosing the Right Onboarding Approach\"}),/*#__PURE__*/e(\"p\",{children:\"Choose an onboarding approach that fits your client needs and resources. High-touch onboarding offers personalized support, ideal for complex products or clients needing extra guidance. Low-touch onboarding uses automated solutions, perfect for straightforward products and larger user bases.\"}),/*#__PURE__*/e(\"p\",{children:\"A balanced approach often works best. Here's how to find the right mix:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Assess Client Needs\"}),\": Determine if your clients need personalized attention or prefer self-service options.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Evaluate Resources\"}),\": Consider if your team can provide one-on-one support or if automation aligns better with your resources.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Combine Approaches\"}),\": Use high-touch for key clients or complex issues and low-touch for routine tasks and scalable processes.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Measure Success\"}),\": Track engagement and satisfaction to see which approach works best. Focus on user engagement rates and customer satisfaction scores.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"Integrating both strategies enhances your onboarding process. A tailored approach makes clients feel valued and builds long-term success. By combining high-touch and low-touch methods, you effectively meet diverse customer needs.\"})]});export const richText3=/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h3\",{children:\"Introduction\"}),/*#__PURE__*/e(\"p\",{children:\"In today's digital jungle, microsites and landing pages are the go-to tools for smart sellers and marketers. But what sets them apart? And when should you use each one?\"}),/*#__PURE__*/e(\"p\",{children:\"Though both aim to improve engagement and conversion rates, they differ significantly in design, function, and execution. Knowing the differences between a microsite and a landing page is important for creating a marketing strategy that aligns with target audience needs and objectives.\"}),/*#__PURE__*/e(\"p\",{children:\"In this article, we'll explore the definitions of microsites and landing pages, look at their key differences, and discuss when to use each for maximum impact.\"}),/*#__PURE__*/e(\"img\",{alt:\"A diagam showing the UI differences between a microsite and a landing page\",className:\"framer-image\",height:\"398\",src:\"https://framerusercontent.com/images/GQmp1kD7kJQar4idDj7ph5vmQ.jpg\",srcSet:\"https://framerusercontent.com/images/GQmp1kD7kJQar4idDj7ph5vmQ.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/GQmp1kD7kJQar4idDj7ph5vmQ.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/GQmp1kD7kJQar4idDj7ph5vmQ.jpg 1584w\",style:{aspectRatio:\"1584 / 797\"},width:\"792\"}),/*#__PURE__*/e(\"h3\",{children:\"What is a microsite?\"}),/*#__PURE__*/e(\"p\",{children:\"Microsites are small websites that have a particular focus. Unlike your main site, they zoom in on one product, event, or campaign. Think of them as mini-websites with a few pages, not just a single landing page.\"}),/*#__PURE__*/t(\"p\",{children:[\"The benefits of this are rooted in research. \",/*#__PURE__*/e(n,{href:\"https://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Nielsen Norman\"})}),\" says that users attention span is short (and going down!), so being concise and focused pays off.\"]}),/*#__PURE__*/e(\"p\",{children:'While landing pages push for one action (like \"Buy Now!\"), microsites tell a fuller story. They\\'re perfect for big marketing moves, giving visitors a deep dive into your brand. Use them to build buzz, grab leads, or showcase a new product inside and out.'}),/*#__PURE__*/e(\"p\",{children:\"Another crucial difference is that microsites stick around. Unlike short-lived landing pages, they keep working for you long after launch.\"}),/*#__PURE__*/e(\"h3\",{children:\"What is a microsite used for?\"}),/*#__PURE__*/e(\"p\",{children:\"Microsites serve distinct purposes in digital marketing. Here are the key use cases for a microsite, along with comparisons to landing pages:\"}),/*#__PURE__*/e(\"h4\",{children:\"B2B Sales:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Use Case: \"}),\"Sellers in the B2B world often use microsites to help get their deal over the line. In these sites (\",/*#__PURE__*/e(n,{href:\"https://whom.so/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"built by products like ours, whomso\"})}),\") sellers can create a story around their product, including case studies, testimonials, demos or tours. It's a much more immersive experience than using the main website alone.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Comparison\"}),\": Whilst a landing pages is effective for driving immediate conversions, a microsite focuses on providing a richer experience for the buyer. This is something that many sellers find useful in a world of ever-increasing competitiveness. Good buying processes matter!\"]})})]}),/*#__PURE__*/e(\"h4\",{children:\"Brand Campaigns:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Use Case\"}),\": Microsites are ideal for running specific marketing campaigns that require deeper storytelling or engagement. They can be themed around a product launch, an event, or a seasonal promotion.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Comparison\"}),\": Landing pages generally focus on a single call to action (CTA) and often provide minimal information. In contrast, microsites host multiple pages that delve into various aspects of a campaign, providing richer content and engaging storytelling.\"]})})]}),/*#__PURE__*/e(\"h4\",{children:\"Product Launches:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Use Case\"}),\": When introducing a new product, a microsite can provide comprehensive details, including features, benefits, user testimonials, and multimedia content (like videos and images) that showcase the product effectively.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Comparison\"}),\": A landing page would typically highlight one aspect of the product, such as a specific offer or promotion. A microsite allows for a more extensive exploration of the product and its unique selling propositions.\"]})})]}),/*#__PURE__*/e(\"h4\",{children:\"Event Promotions:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Use Case\"}),\": For events such as webinars, conferences, or trade shows, a microsite can serve as an informational hub where users can find details about the event, register, and access resources related to the event.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Comparison\"}),\": While a landing page might aim to drive registrations with a focused CTA, a microsite can manage event schedules, speaker bios, FAQs, and post-event content, creating a fuller experience for potential attendees.\"]})})]}),/*#__PURE__*/e(\"h4\",{children:\"Customer Engagement:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Use Case\"}),\": Microsites can be used to foster community engagement, allowing brands to create interactive experiences, such as contests, quizzes, or user-generated content platforms, which can enhance customer loyalty and brand affinity.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Comparison\"}),\": Landing pages usually lack the interactive elements and engagement opportunities that a microsite can offer, as they focus on driving conversions through a singular goal.\"]})})]}),/*#__PURE__*/e(\"h4\",{children:\"Targeted Marketing:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Use Case\"}),\": Businesses can create hyperlocal microsites tailored to specific geographic areas, promoting localized offers and content that resonates with the community, leading to increased foot traffic and sales.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Comparison\"}),\": Landing pages generally aim for a broader audience and a singular conversion goal. Microsites can target specific demographics or locations, providing tailored content and offers that address local needs and preferences.\"]})})]}),/*#__PURE__*/e(\"h3\",{children:\"What is a landing page?\"}),/*#__PURE__*/e(\"p\",{children:\"A landing page is a single, stand-alone web page specifically designed for a marketing or advertising campaign. It is the destination where a visitor 'lands' after clicking on a link from various sources such as emails, social media ads, or search engine results.\"}),/*#__PURE__*/e(\"p\",{children:\"The primary goal of a landing page is to drive visitors toward a specific action, such as signing up for a newsletter, downloading an eBook, or making a purchase.\"}),/*#__PURE__*/t(\"p\",{children:[\"Good examples of landing page builders are \",/*#__PURE__*/e(n,{href:\"https://instapage.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Instapage\"})}),\", \",/*#__PURE__*/e(n,{href:\"https://unbounce.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Unbounce\"})}),\" and \",/*#__PURE__*/e(n,{href:\"https://www.leadpages.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"LeadPages\"})}),\".\"]}),/*#__PURE__*/e(\"h3\",{children:\"What is a landing page used for?\"}),/*#__PURE__*/e(\"p\",{children:\"A landing page is a single, stand-alone web page designed specifically for a marketing or advertising campaign. Its primary purpose is to convert visitors into leads or customers by guiding them toward a specific call to action. Because landing pages are focused, they typically contain minimal distractions, which helps streamline the user experience and drive desired actions. Here are a few examples to illustrate the use of landing pages:\"}),/*#__PURE__*/e(\"h4\",{children:\"Email Marketing Campaign\"}),/*#__PURE__*/e(\"p\",{children:\"A company sends out an email newsletter promoting a new product launch. The email includes a link that directs recipients to a landing page where they can learn more about the product, view its features, and make a purchase. The page might offer a limited-time discount to encourage immediate action.\"}),/*#__PURE__*/e(\"h4\",{children:\"Social Media Promotion\"}),/*#__PURE__*/e(\"p\",{children:\"A brand runs a Facebook ad campaign directing users to a landing page designed to promote a special event, such as a webinar or a workshop. The landing page might feature a registration form where users can sign up to attend the event, along with details about what they can expect, benefits of attending, and testimonials from past attendees.\"}),/*#__PURE__*/e(\"h4\",{children:\"Lead Generation\"}),/*#__PURE__*/e(\"p\",{children:\"A digital marketing agency offers a free eBook on social media strategies. They create a landing page with a short description of the eBook\u2019s content and an opt-in form where users can enter their email addresses to download the eBook. This landing page is aimed at capturing leads while providing visitors with valuable content that demonstrates the agency's expertise.\"}),/*#__PURE__*/e(\"h4\",{children:\"Promotional Campaign\"}),/*#__PURE__*/e(\"p\",{children:'An online retailer launches a seasonal sale and creates a landing page highlighting the sale items. This page could include high-quality images, descriptions, and a clear \"Shop Now\" button, encouraging visitors to make purchases directly from the page. The limited-time nature of the sale adds urgency to the call to action.'}),/*#__PURE__*/e(\"h3\",{children:\"In Summary: The difference between microsites & landing pages\"}),/*#__PURE__*/e(\"p\",{children:'To illustrate the difference between microsites and landing pages, consider a fictional company called \"EcoBrew,\" which specializes in eco-friendly coffee products. EcoBrew decides to run a marketing campaign to promote its new single product line of biodegradable coffee pods. They create a landing page specifically for this promotion, featuring a single call-to-action that encourages visitors to sign up for a free sample. This landing page is designed with a minimalist aesthetic, has no navigation links, and focuses solely on the offer, making it easy for visitors to understand the promotion and take action.'}),/*#__PURE__*/e(\"p\",{children:\"In contrast, EcoBrew also decides to create a microsite dedicated to the broader theme of sustainability in coffee production. This microsite includes multiple pages with rich content, such as articles on eco-friendly practices, videos showing the production process, customer testimonials, and a blog that shares tips on sustainable living. It serves as an engaging platform for visitors to explore various aspects of EcoBrew's commitment to sustainability, allowing them to interact with the brand on a deeper level. While the landing page is narrowly focused on converting visitors through a specific offer, the microsite provides a comprehensive experience that enhances brand awareness and encourages engagement with multiple facets of the business.\"}),/*#__PURE__*/e(\"h3\",{children:\"When to Use a Microsite or a Landing Page\"}),/*#__PURE__*/e(\"p\",{children:\"A seller should use a landing page when the goal is to drive quick conversions through a clear and focused Call to Action (CTA), such as sign-ups, downloads, or purchases, typically tied to a specific marketing campaign and designed to facilitate immediate user action. In contrast, a microsite is more appropriate when the intent is to build brand awareness or provide in-depth information about a product, event, or campaign, allowing for richer storytelling and engagement across multiple interconnected pages. This makes microsites ideal for extensive promotions or introductions of new products that require a dedicated space to explore detailed content and foster a unique user experience, separate from the main website.\"})]});export const richText4=/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h3\",{children:\"Introduction\"}),/*#__PURE__*/e(\"p\",{children:\"So you\u2019re interested in learning about microsites? Well you\u2019ve come to the right place! We\u2019re experts in microsites - whomso lets you create microsites for prospects, customers, or partners in a flash.\"}),/*#__PURE__*/e(\"p\",{children:\"But we\u2019re not here to talk about us. Let\u2019s dive in.\"}),/*#__PURE__*/e(\"h3\",{children:\"Defining a Microsite\"}),/*#__PURE__*/e(\"p\",{children:\"A microsite is a single-use web page dedicated to a specific purpose, product, campaign or event. Microsites typically have their own unique domain name or subdomain and are designed to be simple and easy to navigate.\"}),/*#__PURE__*/e(\"p\",{children:\"For example, you\u2019re an established software company looking to acquire customers for a new product you\u2019re launching. You\u2019re a bit fearful that the main website you have could distract prospective buyers from this new line of products so you build a microsite.\"}),/*#__PURE__*/e(\"p\",{children:\"In this microsite, you drop all your most relevant materials in order to keep viewers focused. You also tailor the design and branding to the prospects you\u2019re reaching out to so that they know you\u2019re talking to them specifically.\"}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s a microsite.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s simple, yet extremely effective. The internet is awash with content and so keeping audiences focused can be a real challenge. But by distilling what you want to get across into a single microsite, you block out a lot of the noise.\"}),/*#__PURE__*/e(\"h3\",{children:\"What\u2019s the use case for a microsite?\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s a fair question. And there are a broad number of ways in which they can be used but a few of the most common use cases are:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Targeted Sales Campaigns:\"}),\" They\u2019re also great for moving along deals by including relevant examples of your past work, business cases, demos and action plans. Sellers use tools like \",/*#__PURE__*/e(n,{href:\"https://whom.so/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"whomso\"})}),\" to create a microsite that houses all of their communication with prospects, or to just personally introduce a product or feature.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Targeted Marketing Campaigns\"}),\": Microsites are excellent for promoting specific products, services, or events without the distractions of a full website. Loops have a wonderful example - \",/*#__PURE__*/e(n,{href:\"http://bounce.doctor/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"bounce.doctor\"})}),\" - that specifically shows off their expertise when it comes to email deliverability.\"]})})]}),/*#__PURE__*/e(\"img\",{alt:\"Loops Bounce Doctor\",className:\"framer-image\",height:\"699\",src:\"https://framerusercontent.com/images/6CcYYCiFutnFIencoXcrv5RxU.png\",srcSet:\"https://framerusercontent.com/images/6CcYYCiFutnFIencoXcrv5RxU.png?scale-down-to=512 512w,https://framerusercontent.com/images/6CcYYCiFutnFIencoXcrv5RxU.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/6CcYYCiFutnFIencoXcrv5RxU.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/6CcYYCiFutnFIencoXcrv5RxU.png 2384w\",style:{aspectRatio:\"2384 / 1398\"},width:\"1192\"}),/*#__PURE__*/t(\"ol\",{start:\"3\",children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Product Launches\"}),\": When launching a new product, a microsite helps keep all the necessary information in one place. Product launches are extremely hard to manage if you\u2019re an established brand and so making sure the content you share with users is clear and tailored to the problem you\u2019re solving can help drive that initial buzz and adoption.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Event Promotion\"}),\": For conferences, webinars, or other events, microsites offer a dedicated space for information and registration. \",/*#__PURE__*/e(n,{href:\"https://lu.ma/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Luma\"})}),\" offers a great way to create these types of microsites - check out this example by \",/*#__PURE__*/e(n,{href:\"https://lu.ma/readingrhythms-manhattan\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Reading Rhythms\"})}),\", a reading party based in NYC.\"]})})]}),/*#__PURE__*/e(\"img\",{alt:\"Reading Rhythms on Luma\",className:\"framer-image\",height:\"707\",src:\"https://framerusercontent.com/images/TBFRwVhksGZOIkhuFf6VWjosg2A.png\",srcSet:\"https://framerusercontent.com/images/TBFRwVhksGZOIkhuFf6VWjosg2A.png?scale-down-to=512 512w,https://framerusercontent.com/images/TBFRwVhksGZOIkhuFf6VWjosg2A.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/TBFRwVhksGZOIkhuFf6VWjosg2A.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/TBFRwVhksGZOIkhuFf6VWjosg2A.png 2144w\",style:{aspectRatio:\"2144 / 1414\"},width:\"1072\"}),/*#__PURE__*/e(\"ol\",{start:\"5\",children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Educational Resources\"}),\": Companies can use microsites to provide in-depth information on specific topics related to their industry. Great examples of this are \",/*#__PURE__*/e(n,{href:\"https://color.adobe.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Adobe\u2019s Colour Palette Generator\"})}),\" and \",/*#__PURE__*/e(n,{href:\"https://trailhead.salesforce.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Salesforce\u2019s Trailhead\"})}),\" site - both of which provide knowledge that\u2019s complementary to their main products.\"]})})}),/*#__PURE__*/e(\"img\",{alt:\"Salesforce trailhead\",className:\"framer-image\",height:\"641\",src:\"https://framerusercontent.com/images/LLtuzsascTmAofD5f5JJNYrq6Fw.png\",srcSet:\"https://framerusercontent.com/images/LLtuzsascTmAofD5f5JJNYrq6Fw.png?scale-down-to=512 512w,https://framerusercontent.com/images/LLtuzsascTmAofD5f5JJNYrq6Fw.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/LLtuzsascTmAofD5f5JJNYrq6Fw.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/LLtuzsascTmAofD5f5JJNYrq6Fw.png 2704w\",style:{aspectRatio:\"2704 / 1282\"},width:\"1352\"}),/*#__PURE__*/e(\"ol\",{start:\"6\",children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Partner Recruitment:\"}),\" Microsites can simplify the process of explaining why a partner or reseller should join your programme. By detailing the benefits in one place, they make it easier for potential partners to understand the value proposition and make informed decisions. Moreover, it can often be confusing for direct customers if this sort of information is on your main website so it\u2019s usually a sensible decision to keep your partner programme out of the spotlight.\"]})})}),/*#__PURE__*/e(\"h3\",{children:\"How do microsites differ from main websites?\"}),/*#__PURE__*/e(\"p\",{children:\"Couldn\u2019t all of these things be added as separate pages onto a main website? Sure, but the benefits of having these as microsites cannot be understated:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Audience\"}),\": Microsites target a specific segment of the audience, whereas main websites should cater to a broader range of visitors. It\u2019s hard to speak to viewers on a 1-to-1 basis when your main website is designed to speak to everyone.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Scope\"}),\": Main websites cover the entire range of a company's offerings, while microsites focus on a single topic or purpose. Content is highly focused and tailored to a specific purpose, unlike the broader content found on main websites which can be distracting.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Analytics:\"}),\" By splitting out from the main website and even going so far as creating individual microsites for each target, you can get excellent insights into the performance of your content.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Design\"}),\": Microsites often have a unique design that may differ from the main website, allowing for more creativity and experimentation. Many microsites actually tailor the design to the company or person they\u2019re speaking to - something that a core website would never allow for (nor should it!).\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Navigation\"}),\": Microsites typically have simpler navigation with fewer pages, making it far easier for users to find specific information.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Lifespan\"}),\": Many sites are often temporary, created for specific campaigns or events, while main websites are permanent. You can turn microsites on or off whenever you feel like it.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"URL\"}),\": Microsites usually have their own domain name or subdomain, separate from the main website's URL.\"]})})]}),/*#__PURE__*/e(\"img\",{alt:\"Microsites vs Main websites diagram\",className:\"framer-image\",height:\"398\",src:\"https://framerusercontent.com/images/YFYM89ajX9q2F7mqeTYJVYwB4.jpg\",srcSet:\"https://framerusercontent.com/images/YFYM89ajX9q2F7mqeTYJVYwB4.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/YFYM89ajX9q2F7mqeTYJVYwB4.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/YFYM89ajX9q2F7mqeTYJVYwB4.jpg 1584w\",style:{aspectRatio:\"1584 / 797\"},width:\"792\"}),/*#__PURE__*/e(\"h3\",{children:\"Wrapping it up\"}),/*#__PURE__*/e(\"p\",{children:\"So there you have it, a quick yet in-depth run down of what a microsite is and what they\u2019re used for. As the internet gets bigger, it\u2019s sometimes better to think smaller - and microsites are the way to do that.\"}),/*#__PURE__*/e(\"p\",{children:\"Now we\u2019re obviously biased but we think whomso\u2019s microsite builder is a super easy way to get started. You can try it out for free by clicking the link below!\"})]});export const richText5=/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h3\",{children:\"Introduction\"}),/*#__PURE__*/e(\"p\",{children:\"So you\u2019re a design agency, partner or productised design service and you\u2019re struggling to get as many clients as you\u2019d like? It sucks, we know. And with 130,000 agencies in the US and 20,000 in the UK alone it can feel a bit disheartening when you start to think about it too much.\"}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re finding yourself looking at other, more successful agencies wondering how they did it then read on as we\u2019ve got some good hot takes on how to start growing your pipeline.\"}),/*#__PURE__*/e(\"p\",{children:\"In this article we\u2019ll cover:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Positioning: How to distinguish yourself as an agency,\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Outbound: How to do outbound properly,\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Social Marketing: What does and doesn\u2019t work on socials,\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Service: How to win over prospective clients who show intent.\"})})]}),/*#__PURE__*/e(\"h3\",{children:\"Positioning Your Agency\"}),/*#__PURE__*/e(\"p\",{children:\"Before we jump into strategies for getting more leads as a design agency or design partner, it\u2019s important to consider the positioning and who you plan to market yourself to.\"}),/*#__PURE__*/e(\"p\",{children:\"You might - by the nature of the clients you\u2019ve taken on, or from past work - already have a niche in mind. Or you might be open to anyone and everyone who\u2019ll work with you. Whatever position you\u2019re in, making sure that you speak to a particular audience makes building the order book far easier.\"}),/*#__PURE__*/e(\"p\",{children:\"But why? Surely opening yourself up to a broader market is better since the pool of potential clients is bigger? Not exactly.\"}),/*#__PURE__*/e(\"p\",{children:\"Although most clients\u2019 design requests are pretty similar at the base level, they won\u2019t see it that way. They\u2019d prefer to see deeper knowledge of an industry and a proven experience designing for it.\"}),/*#__PURE__*/e(\"p\",{children:\"So whilst positioning your agency towards seed stage B2B software companies in the midwest or lawn care companies in central Europe might seem like a step down, your offering becomes a lot more valuable to these customers. You can always grow your niche later on!\"}),/*#__PURE__*/e(\"h3\",{children:\"The Caveat\u2026\"}),/*#__PURE__*/e(\"p\",{children:\"A lot of these ideas are caveated on the assumption that you\u2019ve exhausted any referrals that might be available to you. If you\u2019ve not tried this avenue out yet, I would highly recommend going back out to ex-colleagues, past companies & friends and family as it\u2019ll be significantly easier to convince them to come on board.\"}),/*#__PURE__*/e(\"p\",{children:\"But assuming you\u2019ve done this already, here are a few ideas to begin building a stronger pipeline:\"}),/*#__PURE__*/e(\"h3\",{children:\"Outbound\"}),/*#__PURE__*/e(\"p\",{children:\"With well researched emails, you want to be providing a good amount of value. How would you define good? Well, if you feel like they got something helpful out of the email without even replying to you then you\u2019ve done enough.\"}),/*#__PURE__*/e(\"p\",{children:\"Agencies just don\u2019t do well at mass outbound (to be fair, most other companies don\u2019t do well either). Unlike software products, there\u2019s a certain personal touch with an agency that makes the service worth all that money. So treating your lead like a lead is a sure fire way to turn people off to your service immediately.\"}),/*#__PURE__*/e(\"img\",{alt:\"Bad example of a cold email\",className:\"framer-image\",height:\"231\",src:\"https://framerusercontent.com/images/a7t6FDAyscJnovlN3Qu0ZlZg8Kk.jpg\",srcSet:\"https://framerusercontent.com/images/a7t6FDAyscJnovlN3Qu0ZlZg8Kk.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/a7t6FDAyscJnovlN3Qu0ZlZg8Kk.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/a7t6FDAyscJnovlN3Qu0ZlZg8Kk.jpg 1425w\",style:{aspectRatio:\"1425 / 462\"},width:\"712\"}),/*#__PURE__*/e(\"p\",{children:\"Okay, the above isn\u2019t a design agency but if you\u2019re sending out stuff like this then there\u2019s very little reason for the receiver to reply. First of all, it\u2019s not signal driven i.e. they\u2019ve not attempted to explain why now is a good time to explore this.\"}),/*#__PURE__*/t(\"p\",{children:[\"Second - and most importantly - step into the shoes of your potential clients. Would you look for a design partner who had no real interest in your business beyond the money for the project? Or would you want someone who could clearly articulate why they wanted to work with you? Regardless of the timing being right or not, being a \",/*#__PURE__*/e(n,{href:\"https://www.svpg.com/missionaries-vs-mercenaries/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"missionary instead of a mercenary\"})}),\" makes getting a reply a whole lot easier.\"]}),/*#__PURE__*/e(\"h3\",{children:\"Social Marketing\"}),/*#__PURE__*/e(\"p\",{children:\"Marketing yourself on social media is probably the easy and cheapest way to grow your order book. As long as you remain relatively consistent, you can grow just using platforms like X and I\u2019m aware of many design agencies who do exactly that.\"}),/*#__PURE__*/e(\"img\",{alt:\"An example of a tweet\",className:\"framer-image\",height:\"517\",src:\"https://framerusercontent.com/images/POZeEImly5IrzwGHosrUmyaJNg.webp\",srcSet:\"https://framerusercontent.com/images/POZeEImly5IrzwGHosrUmyaJNg.webp?scale-down-to=512 512w,https://framerusercontent.com/images/POZeEImly5IrzwGHosrUmyaJNg.webp?scale-down-to=1024 1024w,https://framerusercontent.com/images/POZeEImly5IrzwGHosrUmyaJNg.webp 1186w\",style:{aspectRatio:\"1186 / 1034\"},width:\"593\"}),/*#__PURE__*/e(\"p\",{children:\"If you already have a portfolio of work, use this to promote what you\u2019ve done for past accounts. Talk about your process, your decisions, the results they saw. If it\u2019s not measurable results, share testimonials or reviews. If you have neither, go back to the client and ask - if the work you did was good they\u2019ll be more forthcoming than you might think.\"}),/*#__PURE__*/e(\"p\",{children:\"If you haven\u2019t got a portfolio of work or are just starting out then you have a couple of options. You can share prospective work you\u2019ve done yourself - which might be design explorations, or unsolicited redesigns or just general tinkering. Or you can talk a bit more about your craft. Comment on trends and opinion pieces and share your expertise with any potential visitors. Make sure to tie it back to the niche you\u2019ve place yourself in.\"}),/*#__PURE__*/e(\"p\",{children:\"One thing to mention here is that you can\u2019t be disheartened if you don\u2019t see any engagement. That\u2019s totally normal in fact. Dark social is real and you\u2019d be surprised how many leads come from seeing a post on a social platform, not engaging but researching the poster instead.\"}),/*#__PURE__*/e(\"h3\",{children:\"White Glove Service\"}),/*#__PURE__*/e(\"p\",{children:\"Assuming at this point that you\u2019re seeing some level of interest from potential clients, it\u2019s time to dial up the personalisation. This is one of those things that just don\u2019t scale very well (unless you\u2019re using a tool like whomso \uD83D\uDE09) but it\u2019s a fantastic way to stand out from the crowd that your prospect will undoubtedly be comparing you against.\"}),/*#__PURE__*/e(\"p\",{children:\"A white glove aka high touch service from the outset really sets the bar for how your design agency will work with them as a client. This isn\u2019t about over-servicing the customer or setting an unattainable bar for future work, it\u2019s about making sure they know you care about them.\"}),/*#__PURE__*/t(\"p\",{children:[\"To do this, I\u2019d recommend sharing case studies that genuinely speak to their problems, design teardowns of their existing project so they can understand your thought process, or market research on what they \",/*#__PURE__*/e(\"em\",{children:\"could\"}),\" look like. I would steer clear of doing actual design work before they\u2019ve signed but going above what other designers would do really does set you apart.\"]}),/*#__PURE__*/e(\"h3\",{children:\"Summary\"}),/*#__PURE__*/e(\"p\",{children:\"If you run a design agency and are struggling to generate interest or new clients, trying out these methods over the course of a couple of months is almost guaranteed to drive some engagement.\"}),/*#__PURE__*/e(\"p\",{children:\"Unfortunately a lot of the time these channels take a bit of time to really get working - mainly because there\u2019s a steep learning curve on how to do it correctly. But once you\u2019ve hit your stride the leads will start coming a lot faster and with the added benefit of you building your marketing chops alongside it.\"}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019re still struggling then drop me an email at \",/*#__PURE__*/e(n,{href:\"mailto:alex@whom.so\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"alex@whom.so\"})}),\" and we can talk more about how to improve your funnel!\"]})]});export const richText6=/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h3\",{children:\"Introduction\"}),/*#__PURE__*/e(\"p\",{children:\"Email opens have been a part of the sales tech stack for as long as outbound has existed as a GTM channel. Perhaps longer actually.\"}),/*#__PURE__*/e(\"p\",{children:\"But how does it work? Are email opens still valuable in 2024? And if so, what can we really glean from the data it generates?\"}),/*#__PURE__*/e(\"p\",{children:\"Well, that\u2019s what we\u2019ll be diving into in this article.\"}),/*#__PURE__*/e(\"h3\",{children:\"The Technical Breakdown\"}),/*#__PURE__*/e(\"p\",{children:\"Email tracking isn\u2019t really that complicated. When a sender chooses to track an email, the platform they\u2019re sending it from embeds a 1x1 pixel image into the message. This image is unique to the email they\u2019re sending.\"}),/*#__PURE__*/e(\"p\",{children:\"When the email is opened, the recipients mailbox requests the image from the senders server. This request is logged and is shown to the sender as an indication that the email has been opened.\"}),/*#__PURE__*/e(\"img\",{alt:\"Image showing the process for pixel tracking\",className:\"framer-image\",height:\"441\",src:\"https://framerusercontent.com/images/7bRxHufrFJ3vDkfU7WW2SRPgQ0.jpg\",srcSet:\"https://framerusercontent.com/images/7bRxHufrFJ3vDkfU7WW2SRPgQ0.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/7bRxHufrFJ3vDkfU7WW2SRPgQ0.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/7bRxHufrFJ3vDkfU7WW2SRPgQ0.jpg 1717w\",style:{aspectRatio:\"1717 / 883\"},width:\"858\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/t(\"p\",{children:[\"This kind of technology is incredibly widespread. More than you might think - \",/*#__PURE__*/e(n,{href:\"https://www.bbc.com/news/technology-56071437\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"over 60% of emails received contain some form of tracking pixel\"})}),\". On average, users receive 24 emails a day that attempt to flag an open.\"]}),/*#__PURE__*/e(\"p\",{children:\"Most of these emails are of course, marketing emails. But sales emails sent via Hubspot or Gong contain the exact same type of trackers.\"}),/*#__PURE__*/e(\"h3\",{children:\"How Reliable Are These Metrics?\"}),/*#__PURE__*/e(\"p\",{children:\"The short answer: so-so. It really depends on how much you\u2019re relying on this type of data.\"}),/*#__PURE__*/t(\"p\",{children:[\"Whilst the tracking pixel is a sure sign of \",/*#__PURE__*/e(\"em\",{children:\"delivery\"}),\" it doesn\u2019t always guarantee that your email has actually been opened. And there\u2019s a couple of reasons for that.\"]}),/*#__PURE__*/e(\"p\",{children:\"Whilst inboxes have evolved over the years, tracking pixels have not. Modern email clients like Gmail and Apple Mail prioritise a speedy reading experience. And to do that, they preload emails in the inbox so that when you click on them they\u2019re ready instantly.\"}),/*#__PURE__*/e(\"p\",{children:\"The pixel isn\u2019t flagged when the email is opened, just when it\u2019s downloaded. This is often why you see 3 or 4+ opens per email in your CRM - not because your email was so wonderfully written that they\u2019re re-reading it (sadly), but because the recipients email inbox is reloading it.\"}),/*#__PURE__*/e(\"img\",{alt:\"A screenshot of Hubspot showing multiple email opens in short succession\",className:\"framer-image\",height:\"361\",src:\"https://framerusercontent.com/images/S25BqlYxIa8m2Zp9CPvJ1bLHDY.png\",srcSet:\"https://framerusercontent.com/images/S25BqlYxIa8m2Zp9CPvJ1bLHDY.png?scale-down-to=512 512w,https://framerusercontent.com/images/S25BqlYxIa8m2Zp9CPvJ1bLHDY.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/S25BqlYxIa8m2Zp9CPvJ1bLHDY.png 1600w\",style:{aspectRatio:\"1600 / 722\"},width:\"800\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Tracking pixels are also flagged when your email is scanned for spam. Just like when an email is preloaded, email clients load everything in the message so that it can be properly evaluated for spam, scams, phishing or something else.\"}),/*#__PURE__*/e(\"h3\",{children:\"Email Protections\"}),/*#__PURE__*/e(\"p\",{children:\"Many email clients are also cracking down on these types of practices.\"}),/*#__PURE__*/e(\"p\",{children:\"Tracking pixels were - for many years - able to track the location of who has opened an email. In recent years, you might have seen more of the below:\"}),/*#__PURE__*/e(\"img\",{alt:\"A screenshot showing an email opened via google proxy\",className:\"framer-image\",height:\"121\",src:\"https://framerusercontent.com/images/pIvvdA8riN2BpwpxnvLzClffiJo.png\",srcSet:\"https://framerusercontent.com/images/pIvvdA8riN2BpwpxnvLzClffiJo.png?scale-down-to=512 512w,https://framerusercontent.com/images/pIvvdA8riN2BpwpxnvLzClffiJo.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/pIvvdA8riN2BpwpxnvLzClffiJo.png 1566w\",style:{aspectRatio:\"1566 / 242\"},width:\"783\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Google has begun anonymising the location of these opens by downloading images via a proxy server in California. There are ways to bypass this but it\u2019s a worrying sign for the future of email tracking.\"}),/*#__PURE__*/t(\"p\",{children:[\"In fact, some email clients have begun to outright block these types of technologies. \",/*#__PURE__*/e(n,{href:\"https://www.hey.com/spy-trackers/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Hey (from the guys behind Basecamp)\"})}),\" and \",/*#__PURE__*/e(n,{href:\"https://blog.superhuman.com/read-statuses/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Superhuman\"})}),\" now block remote image loading by default. This kills email tracking outright. It\u2019s impossible to see whether or not your email has been opened if the image isn\u2019t loaded.\"]}),/*#__PURE__*/t(\"p\",{children:[\"All of this is overshadowed by some of the sweeping regulatory changes being made by privacy bodies. In 2023, an \",/*#__PURE__*/e(n,{href:\"https://noyb.eu/en/austrian-dsb-meta-tracking-tools-illegal?mtc=tw\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Austrian Data Protection Authority\"})}),\" ruled that the Facebook tracking pixel broke GDPR rules. Now, enforcement of this ruling is still a fair way off (not something I fancy getting into in this blog post) but it\u2019s a worrying trend for anyone relying on pixel tracking as a way of figuring out intent.\"]}),/*#__PURE__*/e(\"p\",{children:\"The tl;dr version of this section is that there\u2019s a lot of movement towards a privacy-first attitude to emails.\"}),/*#__PURE__*/e(\"p\",{children:\"In fact, after writing this post Google released an update that blocked images on Gmail by default for new senders. Whilst this doesn't particularly matter if you've already contacted the recipient, it does signal intent to be more privacy conscious.\"}),/*#__PURE__*/e(\"h3\",{children:\"The Path Forward\"}),/*#__PURE__*/e(\"p\",{children:\"This article is a roundabout way of saying that if you\u2019re looking to measure intent in your sales, you can\u2019t rely on the data you collect from an email. Mainly because it\u2019s a weak sign of intent, but also because it\u2019s incredibly unreliable.\"}),/*#__PURE__*/t(\"p\",{children:[\"But there are better ways of measuring intent. We built \",/*#__PURE__*/e(n,{href:\"https://whom.so/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"whomso\"})}),\" around the idea that sellers couldn\u2019t get a good sense of when prospects were actually engaged or if they were just tyre kicking. But we did so with privacy in mind.\"]}),/*#__PURE__*/e(\"p\",{children:\"Visits are anonymised and only identifiable via elimination i.e. because someone\u2019s viewing the customised link you sent them, you can deduce that it\u2019s probably the person you sent it to. We don\u2019t store personally identifiable information because that means forcing a user to agree to cookies before they view your page.\"}),/*#__PURE__*/e(\"h3\",{children:\"Conclusion\"}),/*#__PURE__*/e(\"p\",{children:\"Email open pixels still have a place in the tech stack - but perhaps not for sales. Because of the vague information they contain they\u2019re far better suited to marketing. It\u2019s a fair indication of email value, not whether or not a prospect is interested in buying your product.\"}),/*#__PURE__*/e(\"p\",{children:\"And it\u2019s a rapidly changing game too. Regulations are evolving fast and the best strategy is to play by the rules.\"})]});export const richText7=/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h3\",{children:\"Introduction\"}),/*#__PURE__*/e(\"p\",{children:\"So, you're a managed service IT provider, and you're struggling to attract as many clients as you'd like. It's understandable, given the highly competitive nature of the IT industry. With countless providers in the market, it can be challenging to make your business stand out. But don't lose hope! This article will provide you with valuable insights and strategies to help you grow your pipeline and attract more clients.\"}),/*#__PURE__*/e(\"p\",{children:\"In this guide, we will cover:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Positioning: Finding your unique place in the market,\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Outbound: Understanding what you can do to generate demand via email,\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Social Marketing: Using platforms like LinkedIn to create brand awareness,\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"White Glove Service: Making buying from you significantly easier than competitors.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Let\u2019s get into it!\"}),/*#__PURE__*/e(\"h3\",{children:\"Positioning Your IT Provider Business\"}),/*#__PURE__*/e(\"p\",{children:\"Before diving into lead generation strategies, it's crucial to define your positioning in the market. This involves identifying your target audience and niche. Are you targeting small businesses in a specific industry, or are you catering to larger enterprises with diverse IT needs? By narrowing your focus, you can tailor your services to meet the demands of your target market.\"}),/*#__PURE__*/e(\"p\",{children:\"For example, consider specialising in providing managed IT services for healthcare organisations. This positioning instantly makes your offering more appealing to potential clients in the healthcare industry, as they will value your deep understanding of their specific challenges e.g. perhaps slower to adopt or understand technology compared to others, and regulatory requirements e.g. strict GDPR & HIPAA compliance.\"}),/*#__PURE__*/e(\"h3\",{children:\"The Caveat\u2026\"}),/*#__PURE__*/e(\"p\",{children:\"A lot of these ideas are caveated on the assumption that you\u2019ve exhausted any referrals that might be available to you. If you\u2019ve not tried this avenue out yet, I would highly recommend going back out to ex-colleagues, past companies and friends & family as it\u2019ll be significantly easier to convince them of your value.\"}),/*#__PURE__*/e(\"p\",{children:\"But assuming you\u2019ve done this already, here are a few ideas to begin building a stronger pipeline:\"}),/*#__PURE__*/e(\"h3\",{children:\"Cold Outbound\"}),/*#__PURE__*/e(\"p\",{children:\"When it comes to outbound lead generation, the key is to provide value. Craft well-researched emails that offer insights or solutions to potential clients' pain points. Avoid generic mass emails that lack personalisation. Instead, take the time to understand their business and explain why your IT services are relevant to them specifically.\"}),/*#__PURE__*/e(\"p\",{children:\"For instance, imagine you're reaching out to a potential client in the finance industry. Tailor your message to showcase your understanding of the complex data security and compliance requirements unique to their sector. Explain how your IT services are designed to address these challenges effectively. Highlighting this demonstrates your ability to provide specialised solutions, setting you apart from generic IT providers.\"}),/*#__PURE__*/e(\"img\",{alt:\"Bad example of cold email\",className:\"framer-image\",height:\"231\",src:\"https://framerusercontent.com/images/a7t6FDAyscJnovlN3Qu0ZlZg8Kk.jpg\",style:{aspectRatio:\"1425 / 462\"},width:\"712\"}),/*#__PURE__*/e(\"p\",{children:\"Don't be like this person\u2026\"}),/*#__PURE__*/e(\"p\",{children:\"Doing this at scale is hard, but try to avoid using AI to write and send emails. It\u2019s tempting but the reason most people don\u2019t reply to cold emails is because it lacks an understanding of their unique needs.\"}),/*#__PURE__*/t(\"p\",{children:[\"Sending more emails of lower quality will simply mean a poor open and response rate. Instead, use AI to research your accounts. A tool like \",/*#__PURE__*/e(n,{href:\"https://clay.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Clay\"})}),\" or \",/*#__PURE__*/e(n,{href:\"https://wordware.ai/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Wordware\"})}),\" might be helpful for setting this up.\"]}),/*#__PURE__*/e(\"h3\",{children:\"Social Marketing\"}),/*#__PURE__*/e(\"p\",{children:\"Social media is a powerful and cheap way to promote any business, but managed service providers often neglect to use it. Whilst it might not appear like a viable channel because of the lack of engagement posts receive, it\u2019s important to remember that these are glamour metrics i.e. metrics that don\u2019t truly reflect how successful you are.\"}),/*#__PURE__*/e(\"p\",{children:\"Instead, remind yourself that most users of platforms like LinkedIn are unlikely to engage - but might still read or share your article with colleagues. Try to consistently showcase your expertise and past successes on platforms like LinkedIn and Twitter. Share case studies, client testimonials, and insights into your problem-solving process.\"}),/*#__PURE__*/e(\"p\",{children:\"If you're just starting and don't have an extensive portfolio, consider engaging with industry trends and share your thoughts to establish yourself as a thought leader. Remember, social media is a conversation starter, and many leads may come from those who view your content but don't engage directly.\"}),/*#__PURE__*/e(\"h3\",{children:\"Targeted Advertising\"}),/*#__PURE__*/e(\"p\",{children:\"Because managed service IT contracts typically target larger businesses, one option to generate interest is targeted advertising. By this, we mean running advertising campaigns on platforms like LinkedIn designed to only show to a particular organisation that you know is going out to contract soon.\"}),/*#__PURE__*/e(\"p\",{children:\"This is typically something companies who use account-based marketing (ABM) do but it can work really well when you\u2019re targeting larger teams. Here's an example from a performance marketing agency:\"}),/*#__PURE__*/e(\"img\",{alt:\"LinkedIn ad example\",className:\"framer-image\",height:\"660\",src:\"https://framerusercontent.com/images/VzOw5SXR2xvxSvo6VqyYwrwe04.png\",srcSet:\"https://framerusercontent.com/images/VzOw5SXR2xvxSvo6VqyYwrwe04.png?scale-down-to=1024 684w,https://framerusercontent.com/images/VzOw5SXR2xvxSvo6VqyYwrwe04.png 882w\",style:{aspectRatio:\"882 / 1320\"},width:\"441\"}),/*#__PURE__*/e(\"p\",{children:\"To do this is more straightforward than it sounds. LinkedIn requires a minimum audience size of 300 - an audience size that\u2019s a lot smaller than some of the larger contracts MS IT teams cover. Create your campaign, set the company target to the prospect you\u2019re interested in, the department to IT and purchasing. Put together some creative materials and set it live!\"}),/*#__PURE__*/e(\"h3\",{children:\"White Glove Service\"}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re reading this, we assume that you\u2019re struggling with your pipeline and have some extra time to go further than you ordinarily would. So when potential clients show interest, we\u2019d recommend trying to impress them with an easy and clear buying experience.\"}),/*#__PURE__*/e(\"p\",{children:\"Beyond the standard responses you\u2019d need to send, try sharing specific case studies that resonate with their challenge or record a quick assessment video that identifies areas where your services can make a difference. Maybe share articles or thought leadership pieces that speak to what they\u2019re trying to achieve. Each case is unique but there are many ways you can go above and beyond to demonstrate you care about them as a prospective customer.\"}),/*#__PURE__*/e(\"p\",{children:\"We\u2019d also plug whomso as a good product for providing this standout buying experience. Not only can you include all of the examples of content we\u2019ve listed above, you can do so in a branded page that can be shared with other stakeholders internally - something email chains often make confusing!\"}),/*#__PURE__*/e(\"h3\",{children:\"Summary\"}),/*#__PURE__*/t(\"p\",{children:[\"Attracting clients as a managed service IT provider can be challenging, but with the right strategies, you \",/*#__PURE__*/e(\"em\",{children:\"can\"}),\" grow your pipeline. Effective positioning, outbound lead generation, social media marketing, and exceptional white-glove service will set you apart from the competition and establish your business as a reliable partner.\"]}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019re still struggling then drop me an email at \",/*#__PURE__*/e(n,{href:\"mailto:alex@whom.so\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"alex@whom.so\"})}),\" and we can talk more about how to improve your funnel!\"]})]});export const richText8=/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h3\",{children:\"Introduction\"}),/*#__PURE__*/e(\"p\",{children:\"Building a stack for account-based selling and marketing as a startup is hard. There are legitimately thousands of tools that solve at least a hundred different problems, so it\u2019s really difficult to get a sense of what you need and what\u2019s just nice to have.\"}),/*#__PURE__*/e(\"p\",{children:\"The key thing to keep in mind is cost. Startups pre-ZIRP were able to build massive stacks and spend a small fortune because they had the cash to do so. But prudent operation is the name of the game here, and so we\u2019ll be keeping things simple in this post.\"}),/*#__PURE__*/e(\"img\",{alt:\"A messy sales cycle diagram\",className:\"framer-image\",height:\"306\",src:\"https://framerusercontent.com/images/R1iQsTmHfzthJEhOJsWeK8sjwm0.png\",srcSet:\"https://framerusercontent.com/images/R1iQsTmHfzthJEhOJsWeK8sjwm0.png?scale-down-to=512 512w,https://framerusercontent.com/images/R1iQsTmHfzthJEhOJsWeK8sjwm0.png 792w\",style:{aspectRatio:\"792 / 612\"},width:\"396\"}),/*#__PURE__*/e(\"p\",{children:\"This is what the ideal sales stack used to look like\u2026\"}),/*#__PURE__*/e(\"h3\",{children:\"So, why are we using Account Based Marketing as our strategy?\"}),/*#__PURE__*/e(\"p\",{children:\"As I explained in another post, ABM is an effective strategy for startups because it forces you to look your ICP dead in the eye. It stops you from wasting time on buyers that were never and will never be customers, and allows you to apply your capital effectively.\"}),/*#__PURE__*/e(\"p\",{children:\"There was a time when mass-market selling worked. Just as there was a time when pumping a few thousand into Facebook ads would get you excellent returns. But we\u2019ve moved past that - ABM might feel a bit naff or old school, but the principles are solid. I think it just needs a rebrand (which I\u2019m sure we can write a blog post on sometime\u2026).\"}),/*#__PURE__*/e(\"h3\",{children:\"What tools will we be using?\"}),/*#__PURE__*/e(\"p\",{children:\"Now bear in mind that this stack is designed to be basic, so feel free to ad-lib a few other tools if you\u2019ve got money to spend. Below is a chronological process for applying account-based marketing at your startup:\"}),/*#__PURE__*/e(\"img\",{alt:\"Ultimate ABM stack overview\",className:\"framer-image\",height:\"445\",src:\"https://framerusercontent.com/images/t9naXf3TNbyloL2sjsF9cjKaXY.jpg\",srcSet:\"https://framerusercontent.com/images/t9naXf3TNbyloL2sjsF9cjKaXY.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/t9naXf3TNbyloL2sjsF9cjKaXY.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/t9naXf3TNbyloL2sjsF9cjKaXY.jpg 1737w\",style:{aspectRatio:\"1737 / 891\"},width:\"868\"}),/*#__PURE__*/e(\"h3\",{children:\"ICP Identification\"}),/*#__PURE__*/e(\"p\",{children:\"Every good ABM strategy starts with an understanding of who your ICP is and what defines them. You can use firmographic data like the number of employees or funding, tooling data like whether or not they use Gmail or Outlook, or secondary information like who they sell to - but it\u2019s important you know this beforehand.\"}),/*#__PURE__*/t(\"p\",{children:[\"Whilst you might know a few of the companies that fit this description, ICP identification tools like \",/*#__PURE__*/e(n,{href:\"http://clay.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Clay\"})}),\", \",/*#__PURE__*/e(n,{href:\"http://apollo.io/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Apollo\"})}),\", and \",/*#__PURE__*/e(n,{href:\"http://cognism.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Cognism\"})}),\" help you to map out the entire addressable market.\"]}),/*#__PURE__*/e(\"p\",{children:\"What would take a good portion of your day takes less than 5 minutes. With a paid subscription, almost all of the above data is searchable. As an example below, I\u2019ve found 77 companies that operate as Marketing Services businesses, with between 51-200 employees, privately held, and specifically within London.\"}),/*#__PURE__*/e(\"img\",{alt:\"A screenshot of Clay\",className:\"framer-image\",height:\"860\",src:\"https://framerusercontent.com/images/ztJ1kJqTlYzO5I7kLjiUkj8Cw.png\",srcSet:\"https://framerusercontent.com/images/ztJ1kJqTlYzO5I7kLjiUkj8Cw.png?scale-down-to=512 512w,https://framerusercontent.com/images/ztJ1kJqTlYzO5I7kLjiUkj8Cw.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/ztJ1kJqTlYzO5I7kLjiUkj8Cw.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/ztJ1kJqTlYzO5I7kLjiUkj8Cw.png 2380w\",style:{aspectRatio:\"2380 / 1720\"},width:\"1190\"}),/*#__PURE__*/e(\"p\",{children:\"I can then go on to find suitable employees to reach out to, their contact details, what tech stack they use, and any other relevant information like job openings, competitors, or their main product line.\"}),/*#__PURE__*/e(\"img\",{alt:\"A screenshot of Clay showing open jobs for a company\",className:\"framer-image\",height:\"483\",src:\"https://framerusercontent.com/images/OXQzFdTAMp9WBysrG7QAEguYnQ.png\",srcSet:\"https://framerusercontent.com/images/OXQzFdTAMp9WBysrG7QAEguYnQ.png 846w\",style:{aspectRatio:\"846 / 966\"},width:\"423\"}),/*#__PURE__*/e(\"h3\",{children:\"Contact Management\"}),/*#__PURE__*/e(\"p\",{children:\"Otherwise known as a CRM, keeping on top of all the contacts you\u2019ve just found is pivotal. Not only because you don\u2019t want to lose the valuable research you\u2019ve just done but also because it helps you see the total opportunity in front of you and what progress you\u2019re making.\"}),/*#__PURE__*/e(\"p\",{children:\"A typical listicle of CRMs would include the big guns: the HubSpots, the Salesforces, the Pipedrives. And while they\u2019re great tools for some, they don\u2019t all work well for startups:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\" Because they\u2019re \",/*#__PURE__*/e(\"em\",{children:\"expensive\"}),\". You do not need to be paying $1,000 a month. And as I\u2019ll cover in the next step, you can actually use the same tools for outreach if you know where to look.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Because they have more bells and whistles than you need. We\u2019re trying to build a sensible stack without bloat and a lot of the enterprise-focused CRMs offer exactly the opposite.\"})})]}),/*#__PURE__*/t(\"p\",{children:[\"The tool we use at whomso is \",/*#__PURE__*/e(n,{href:\"https://attio.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Attio\"})}),\". It\u2019s perfect for us - we add in a list of companies we want to speak with, we get free contact data enrichments, and then we can easily understand their attributes and the communication we\u2019ve had with them. I\u2019ve not used it but \",/*#__PURE__*/e(n,{href:\"https://folk.app/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Folk\"})}),\" is an almost identical CRM.\"]}),/*#__PURE__*/e(\"img\",{alt:\"A screenshot of Attio\",className:\"framer-image\",height:\"587\",src:\"https://framerusercontent.com/images/cWBEPhMe9Xqe1pWieDkF5S3w.png\",srcSet:\"https://framerusercontent.com/images/cWBEPhMe9Xqe1pWieDkF5S3w.png?scale-down-to=512 512w,https://framerusercontent.com/images/cWBEPhMe9Xqe1pWieDkF5S3w.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/cWBEPhMe9Xqe1pWieDkF5S3w.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/cWBEPhMe9Xqe1pWieDkF5S3w.png 2714w\",style:{aspectRatio:\"2714 / 1174\"},width:\"1357\"}),/*#__PURE__*/e(\"p\",{children:\"The big benefit here is that they tend to focus more on communication strength and relationships than bigger CRMs that lean more towards volume. I\u2019ve included HubSpot because I think - if you pare it back - it can do a similarly good job of measuring how well you\u2019re being perceived by a customer, but my preference here is for one of the more modern CRMs.\"}),/*#__PURE__*/e(\"h3\",{children:\"Outreach\"}),/*#__PURE__*/e(\"p\",{children:\"At this point, you\u2019re going to want to do some prospecting. And at this very same point, you might be asking, \u201CWhere\u2019s Smartlead/Lemlist/any other sequencer?\u201D and to that, I\u2019d say, \u201CDon\u2019t set up an 8-point sequence. Please. I beg you.\u201D\"}),/*#__PURE__*/e(\"p\",{children:\"Account-based marketing does not want sequenced emails. The point is that you approach the deal as if it\u2019s the only one you have in the pipeline. And that, unfortunately, means writing a different prospecting email each time.\"}),/*#__PURE__*/e(\"p\",{children:\"Fear not though, as there are plenty of tools out there that\u2019ll help speed this process up.\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ve included both Attio and Folk again because they have native email integrations. And from them, you can create neat, tailored emails that use all of the information you have on hand. Really helpful for crafting a message that is specifically written for the prospect you\u2019re targeting.\"}),/*#__PURE__*/t(\"p\",{children:[\"Another good tool I\u2019ve used to expedite emails before is \",/*#__PURE__*/e(n,{href:\"https://lavender.ai/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Lavender\"})}),\". Lavender helps you write better converting emails directly from your inbox using contact-level data. The only sticking point here is that personalising per contact, rather than per organization, has the potential to muddy the waters of an ABM strategy. But as long as you\u2019re aware of the salient points of your marketing and what it means to the company (vs. the prospect), then you\u2019ll do just fine.\"]}),/*#__PURE__*/e(\"img\",{alt:\"An infographic showing Lavender's tooling\",className:\"framer-image\",height:\"441\",src:\"https://framerusercontent.com/images/geLx5J4ywNMuv84iH78CbCbRwk.jpg\",srcSet:\"https://framerusercontent.com/images/geLx5J4ywNMuv84iH78CbCbRwk.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/geLx5J4ywNMuv84iH78CbCbRwk.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/geLx5J4ywNMuv84iH78CbCbRwk.jpg 1717w\",style:{aspectRatio:\"1717 / 883\"},width:\"858\"}),/*#__PURE__*/e(\"h3\",{children:\"Personalisation\"}),/*#__PURE__*/e(\"p\",{children:\"Once you\u2019ve got a reply or some form of interest from your prospect it\u2019s time to start personalising your marketing materials.\"}),/*#__PURE__*/e(\"p\",{children:\"The way we do that within whomso is - unsurprisingly - with whomso. We include key resources we want to share alongside a video walkthrough and client logos that our prospect can most identify with. If the prospect has also asked for specific details beforehand then we\u2019ll include those too.\"}),/*#__PURE__*/e(\"p\",{children:\"Some ABM strategies would have you send out these pages in the initial email before you\u2019ve even got a reply, but we steer away from that for the simple reason of deliverability. Cold emails with no replies are far less likely to be delivered if you\u2019re including a link. So unless you want to buy more domains to ensure you don\u2019t burn your main domain, we\u2019d suggest waiting until there\u2019s some show of intent.\"}),/*#__PURE__*/t(\"p\",{children:[\"Obviously, it\u2019d be remiss of us not to plug whomso, but there are other, more manual ways of doing this as a startup. To acid test our idea before we built the main product, we actually used \",/*#__PURE__*/e(n,{href:\"https://notion.so/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Notion\"})}),\" - we included similar resources and reused components. While it did help us prove the hypothesis, it gave us very little in the way of analytics data and was generally still quite manual. But it can be done.\"]}),/*#__PURE__*/e(\"img\",{alt:\"An early example of what we did with whomso\",className:\"framer-image\",height:\"848\",src:\"https://framerusercontent.com/images/BLe4xFwxa79M21QHl1gFjJxbuQ.png\",srcSet:\"https://framerusercontent.com/images/BLe4xFwxa79M21QHl1gFjJxbuQ.png?scale-down-to=512 512w,https://framerusercontent.com/images/BLe4xFwxa79M21QHl1gFjJxbuQ.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/BLe4xFwxa79M21QHl1gFjJxbuQ.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/BLe4xFwxa79M21QHl1gFjJxbuQ.png 2160w\",style:{aspectRatio:\"2160 / 1696\"},width:\"1080\"}),/*#__PURE__*/t(\"p\",{children:[\"You could also try building landing pages within your website using \",/*#__PURE__*/e(n,{href:\"https://webflow.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Webflow\"})}),\" or \",/*#__PURE__*/e(n,{href:\"https://framer.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Framer\"})}),\" or whatever you\u2019re built on. The benefit of this is that it\u2019s on your main domain, which adds a level of trust you may not get elsewhere. But again, it\u2019s incredibly manual, and there are not a lot of ways to avoid that.\"]}),/*#__PURE__*/e(\"p\",{children:\"The summary here, though, is that you need a way to ensure your prospects know they\u2019re being sold to as a market of one. In short, that you care about them as a customer. The most common touchpoint for buyers is your website, and so it follows that the links and content you send them should be contained within and personalised on a single page.\"}),/*#__PURE__*/e(\"h3\",{children:\"Analytics & Attribution\"}),/*#__PURE__*/e(\"p\",{children:\"Finally, we\u2019re looking at how we measure the prospects showing some intent.\"}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re getting replies over email and views on your personalised page, then you can make sense of that yourself. But if you\u2019re being a bit more ambitious with your ABM strategy and have started to engage prospects on LinkedIn or even go so far as to advertise to them, then you\u2019ll need analytics.\"}),/*#__PURE__*/t(\"p\",{children:[\"It\u2019s worth mentioning at this point that I\u2019ve opted not to include visitor identification tools like \",/*#__PURE__*/e(n,{href:\"https://www.rb2b.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"RB2B\"})}),\" because we primarily speak to UK and EU customers. These tools are excellent but are not GDPR-friendly - if you\u2019re US-based, then you can use them to identify site visitors without them logging in.\"]}),/*#__PURE__*/t(\"p\",{children:[\"For product-first, European-based companies (like us), using a tool like \",/*#__PURE__*/e(n,{href:\"https://june.so\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"June\"})}),\" is great. It\u2019s product analytics built for B2B SaaS that stores engagement and usage data at the company level, rather than the individual level. You can piece together individual data points to understand exactly how much interest is being shown and by whom, before you reach back out to discuss an upgrade.\"]}),/*#__PURE__*/e(\"img\",{alt:\"A screenshot of June\",className:\"framer-image\",height:\"413\",src:\"https://framerusercontent.com/images/0VxQNE9sTuHk13NCfMyCOA4Bw.jpg\",srcSet:\"https://framerusercontent.com/images/0VxQNE9sTuHk13NCfMyCOA4Bw.jpg 648w\",style:{aspectRatio:\"648 / 826\"},width:\"324\"}),/*#__PURE__*/t(\"p\",{children:[\"If you\u2019re not selling a product, then this might be a little less relevant so I\u2019d suggest something like \",/*#__PURE__*/e(n,{href:\"https://mixpanel.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Mixpanel\"})}),\" or good ol\u2019 Google Analytics.\"]}),/*#__PURE__*/t(\"p\",{children:[\"One tool I would always prescribe for anyone getting invested in the attribution of ABM campaigns is \",/*#__PURE__*/e(n,{href:\"https://segment.io/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Segment\"})}),\". Segment allows you to create and standardize events, attributes, and properties on your website and product so that\u2014whatever tool you\u2019re using\u2014the data remains the same. There\u2019s nothing more challenging than having to decipher the different UTM parameters you\u2019ve set up to make sense of where your user was acquired from.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Finally, if you\u2019re wanting to make a bigger investment towards identification and attribution, then a tool like \",/*#__PURE__*/e(n,{href:\"https://clearbit.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Clearbit\"})}),\" would be a logical purchase. The HubSpot-owned tool offers a (supposedly) GDPR-compliant way to reveal visitors on-site and to notify you when target accounts are interested.\"]}),/*#__PURE__*/e(\"p\",{children:\"Now, I won\u2019t proclaim to be an expert in GDPR, and I\u2019m not 100% clear on how this differs from something like RB2B, but it does say it\u2019s compliant. If you\u2019re willing to look over the details, then this would be a real asset to anyone building an ABM strategy because you can measure intent without needing a reply to your email.\"}),/*#__PURE__*/e(\"h3\",{children:\"Summary\"}),/*#__PURE__*/e(\"p\",{children:\"The tech stack for sales within your startup need not be confusing. It\u2019s quite tempting to over-invest in the early days and to implement a complex lattice of tools and automations, but I\u2019d argue that keeping it somewhat manual actually helps.\"}),/*#__PURE__*/e(\"p\",{children:\"You become familiar with the messaging, the customer type, and the process far faster, and you can see the inefficiencies yourself. This way, you\u2019re less likely to waste money on tools that don\u2019t really solve a problem.\"}),/*#__PURE__*/t(\"p\",{children:[\"But there you have it! If you want any other recommendations or help, you can reach out to me at \",/*#__PURE__*/e(n,{href:\"mailto:alex@whom.so\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"alex@whom.so\"})}),\" any time, and I\u2019ll gladly hop on a call.\"]})]});export const richText9=/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h3\",{children:\"Introduction\"}),/*#__PURE__*/t(\"p\",{children:[\"Founder led sales and marketing is - \",/*#__PURE__*/e(n,{href:{pathVariables:{E3iTixi67:\"founder-led-sales-an-introduction\"},webPageId:\"Fld2UTNzI\"},motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"as I alluded to in a prior article\"})}),\" - the GTM motion of the moment. But it\u2019s a topic many still aren\u2019t entirely comfortable discussing for fear of embarrassment, lack of engagement or something equally uncomfortable.\"]}),/*#__PURE__*/e(\"p\",{children:\"But it\u2019s these embarrassing moments that often leads to greater long term success. In this post, I\u2019m going to talk a bit more about the benefits of radical transparency and vulnerability in founder led sales and marketing.\"}),/*#__PURE__*/e(\"h3\",{children:\"Understanding Vulnerability\"}),/*#__PURE__*/e(\"p\",{children:\"Being vulnerable as a CEO or founder has been seen as a weakness in business for decades. We all know the image society has of a successful company leader. Buttoned up, shiny glass corner office, always on the phone, perhaps a bit shouty.\"}),/*#__PURE__*/e(\"img\",{alt:\"A ChatGPT response asking about a CEO persona\",className:\"framer-image\",height:\"389\",src:\"https://framerusercontent.com/images/jlEe18ftX7lUkNZ6r6W1BGvn4.png\",srcSet:\"https://framerusercontent.com/images/jlEe18ftX7lUkNZ6r6W1BGvn4.png?scale-down-to=512 512w,https://framerusercontent.com/images/jlEe18ftX7lUkNZ6r6W1BGvn4.png 897w\",style:{aspectRatio:\"897 / 778\"},width:\"448\"}),/*#__PURE__*/e(\"p\",{children:\"Thanks ChatGPT\u2026\"}),/*#__PURE__*/t(\"p\",{children:[\"Just as people's opinions can change over the years regarding previously disliked concepts (Athleisure, WFH, \",/*#__PURE__*/e(n,{href:\"https://www.unconventionalvalue.com/p/whats-behind-the-rise-of-crocs\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"the humble Croc\"})}),\") many are beginning to respect founders and business owners who openly share their struggles.\"]}),/*#__PURE__*/e(\"p\",{children:\"The polished success you see on social media platforms never makes anyone feel better about themselves. Nor do many empathise. But that\u2019s what connecting with others is mostly about - developing a level of empathy and understanding that these are people too. With their own ambitions, flaws, failures and success, buying from them feels less faceless than from a corporation.\"}),/*#__PURE__*/e(\"p\",{children:\"Being candid about how you operate within your business - whether on social media as part of your marketing, or within a demo as a founding seller - invites a conversation.\"}),/*#__PURE__*/e(\"h3\",{children:\"Where to Begin\"}),/*#__PURE__*/e(\"p\",{children:\"Getting going however, is not an easy feat. Not only are you sharing your journey, you\u2019re also potentially painting it in a negative light. One easy way to work the concept of vulnerability into your sales and marketing is to build in public.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s not a new phenomena by any means. The idea of building in public (and the associated #buildinpublic hashtag, which is incredibly popular) encourages founders to share everything they\u2019re doing - successful or otherwise. It\u2019s a good way to hold yourself accountable. And feel free to share the wins along the way, openness needn\u2019t just be about the failures in your journey.\"}),/*#__PURE__*/e(\"p\",{children:\"But if that\u2019s not something you\u2019re on board with, you can always just emulate successful founders who are already doing something like this\u2026\"}),/*#__PURE__*/e(\"h3\",{children:\"Real-Life Examples\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(n,{href:\"https://www.linkedin.com/in/dommaskell/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Dom Maskell\"})}),\" @ \",/*#__PURE__*/e(n,{href:\"https://runna.com\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Runna\"})}),\", the AI-powered running coach is one excellent example of a founder doing it right. Dom posts about the usual product updates and company milestones, but also about what goes on behind the scenes.\"]}),/*#__PURE__*/e(\"img\",{alt:\"A screenshot of Dom Maskell's LinkedIn\",className:\"framer-image\",height:\"710\",src:\"https://framerusercontent.com/images/E6RZmLfPzcmCG5UM5Mjuj3phso.png\",srcSet:\"https://framerusercontent.com/images/E6RZmLfPzcmCG5UM5Mjuj3phso.png?scale-down-to=1024 797w,https://framerusercontent.com/images/E6RZmLfPzcmCG5UM5Mjuj3phso.png 1106w\",style:{aspectRatio:\"1106 / 1420\"},width:\"553\"}),/*#__PURE__*/e(\"p\",{children:\"There are some genuinely pleasant stories about their journey and although their offering is primarily B2C, the content feels natural on LinkedIn. People like to hear about companies making a real-world difference and these guys have it in spades.\"}),/*#__PURE__*/t(\"p\",{children:[\"Another example is \",/*#__PURE__*/e(n,{href:\"https://www.linkedin.com/in/austin-t-hughes/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Austin Hughes\"})}),\" @ \",/*#__PURE__*/e(n,{href:\"https://www.unifygtm.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Unify\"})}),\", an early stage startup selling site visitor ID tech for sales teams.\"]}),/*#__PURE__*/e(\"img\",{alt:\"A screenshot of Austin Hughes' LinkedIn\",className:\"framer-image\",height:\"780\",src:\"https://framerusercontent.com/images/dudQDR6onGuYgNmw96c5Ql4NEsk.png\",srcSet:\"https://framerusercontent.com/images/dudQDR6onGuYgNmw96c5Ql4NEsk.png?scale-down-to=1024 657w,https://framerusercontent.com/images/dudQDR6onGuYgNmw96c5Ql4NEsk.png 1002w\",style:{aspectRatio:\"1002 / 1560\"},width:\"501\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s really pointed stuff and has personally given me a great deal to think about when it comes to fixing issues we encounter as we grow.\"}),/*#__PURE__*/e(\"p\",{children:\"This sort of content is interesting because it\u2019s applicable. It\u2019s not just rehashing the same old ideas or wisdom either - it\u2019s new and inventive and offers practical ways around timeless problems.\"}),/*#__PURE__*/e(\"p\",{children:\"Either of these strategies work can be used in sales calls too. Sharing feel-good stories, real world impact and battle-tested fixes to prospect problems is a really easy way to further build rapport with everyone you speak to.\"}),/*#__PURE__*/e(\"h3\",{children:\"A word of warning\u2026\"}),/*#__PURE__*/e(\"p\",{children:\"Be extremely cautious about oversharing. Whilst openness is a tenet of founder led marketing and sales, oversharing is easily done and is not so well praised.\"}),/*#__PURE__*/e(\"p\",{children:\"Everyone probably remembers the below\u2026\"}),/*#__PURE__*/e(\"img\",{alt:\"A screenshot of a LinkedIn post about a CEO crying\",className:\"framer-image\",height:\"262\",src:\"https://framerusercontent.com/images/T0mgHCJPe2kxtBALYyWsNS1Cvo.png\",srcSet:\"https://framerusercontent.com/images/T0mgHCJPe2kxtBALYyWsNS1Cvo.png?scale-down-to=512 512w,https://framerusercontent.com/images/T0mgHCJPe2kxtBALYyWsNS1Cvo.png 700w\",style:{aspectRatio:\"700 / 525\"},width:\"350\"}),/*#__PURE__*/e(\"p\",{children:\"On paper, it feels like an incredibly real post about early-stage startups. But it just feels out of touch. The narrative might have been a lot convincing as an unfortunate business event, had it not been for the attached photo, which makes it seem more like a planned outcome.\"}),/*#__PURE__*/e(\"p\",{children:\"Being authentic about your shortcomings as a founder is valuable, but not to the point of virtue signalling. View your posts and sales calls as opportunities to build rapport, not just means to optimise metrics or increase sales. Otherwise, it\u2019s easy to fall into the trap of seeking sympathy instead.\"}),/*#__PURE__*/e(\"h3\",{children:\"Summary\"}),/*#__PURE__*/e(\"p\",{children:\"Being a founder comes with its highs and lows. Trying to remain positive and post about all the success you\u2019re having can create unnecessary barriers to your sales and marketing efforts and consistency. It\u2019s far easier to tell your story as it is.\"}),/*#__PURE__*/e(\"p\",{children:\"And finally, we\u2019re working on this at whomso at the moment with the upcoming introduction of our startup diaries. It\u2019s a series where we\u2019ll talk a bit more about the tribulations of building a product in a crowded space. Watch this space!\"})]});export const richText10=/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h3\",{children:\"Introduction\"}),/*#__PURE__*/e(\"p\",{children:\"When you think of Product-Led Growth (PLG) businesses, you tend to think of giants like Zoom, Calendly or Asana along with their finely tuned user funnel.\"}),/*#__PURE__*/t(\"p\",{children:[\"But behind every PLG business exists a sales team. Once a business progresses past a certain point, a sales team is an inevitability because larger customers don\u2019t always want to buy by putting their credit card details in (at least, \",/*#__PURE__*/e(n,{href:\"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/busting-the-five-biggest-b2b-e-commerce-myths\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"for the time being according to Mckinsey\"})}),\").\"]}),/*#__PURE__*/e(\"p\",{children:\"But can this type of idea work at smaller businesses? Startups tend to sell via one motion or the other - bottom-up PLG, or top-down sales, typically depending on the cost of their offering. But what about those in the middle?\"}),/*#__PURE__*/e(\"p\",{children:\"In this article, we\u2019re going to make the case for splitting time between PLG and an Account-Based Marketing (ABM) strategy for sales as a way to create a winning sales engine.\"}),/*#__PURE__*/e(\"h3\",{children:\"Defining ABM and PLG\"}),/*#__PURE__*/e(\"p\",{children:\"For those new to this terminology, imagine you're throwing a party. Instead of inviting everyone you know, you make a list of specific people who you think will have the most fun and get along well together. You tailor everything\u2014the music, the food, the games\u2014to what you know these people love.\"}),/*#__PURE__*/e(\"p\",{children:\"Account-Based Marketing (ABM) is like that party, but for businesses. Instead of marketing to everyone, companies sell to key accounts (i.e. specific businesses) they want to win over. They customise their marketing efforts to these accounts to create a more personalised and effective approach. It's about quality over quantity.\"}),/*#__PURE__*/e(\"p\",{children:\"Let's stick with the party analogy. Imagine you throw a party, and instead of you convincing everyone how great it was, the guests leave raving about it to their friends. Next time, more people show up because they've heard how fantastic your parties are.\"}),/*#__PURE__*/e(\"p\",{children:\"Product-Led Growth (PLG) works similarly. Instead of relying heavily on marketing and sales teams to push the product, the product itself is so good that users naturally recommend it to others.\"}),/*#__PURE__*/e(\"p\",{children:\"But whilst PLG is an excellent long term strategy for SaaS products, in the early days it often means selling to varied users many of whom don\u2019t really fit your ideal customer profile. This is not only damaging to retention rates but also product development - how can you build a product on feedback from multiple different types of users?\"}),/*#__PURE__*/e(\"h3\",{children:\"Solving the 0-to-1 Sales Struggle\"}),/*#__PURE__*/e(\"p\",{children:\"PLG relies on marketing to the right customer type and making the product so good that these users naturally want to pay for it. It\u2019s about creating an easy and helpful experience that a corner of the market love right away. And frankly, it\u2019s the way that most latter stage B2B businesses ought to go based on buying trends.\"}),/*#__PURE__*/e(\"p\",{children:\"But it\u2019s often quite challenging to get it spot on in the early days before product market fit (PMF) is achieved. The market will reject products that don\u2019t deliver on their promises. Due to lack of PMF, poor customer selection or otherwise, it can be really difficult to make PLG work effectively.\"}),/*#__PURE__*/e(\"p\",{children:\"However, one of ABM's fundamental principles is the diligent selection of the right prospects. These are prospects that you know will fit well with the product and that easily understand your sales spiel. They\u2019re feeling the pain and you know you can solve it for them.\"}),/*#__PURE__*/e(\"p\",{children:\"Selling to your ideal customer sets you up for success in the long term. Not only do you build a customer base that retains at an excellent rate, but you also focus your energy on building a product that solves their problems. Doing so puts you on a firm track to achieving PMF and scaling.\"}),/*#__PURE__*/e(\"h3\",{children:\"Avoiding Sales Myopia\"}),/*#__PURE__*/e(\"p\",{children:\"ABM has its shortcomings in the early stages too. Exclusively using this as a sales strategy often means building a product around a handful of customer requests instead of a problem. In the end, you may end up being more of a dev shop than a product company.\"}),/*#__PURE__*/e(\"p\",{children:\"Focusing on a company as a market-of-one ignores the user experience in favour of the buying persona. But an end users\u2019 failure to adopt a product is almost always a recipe for churn. And you cannot sell your way out of poor adoption. Customers are empowered enough to realise your product doesn\u2019t solve what they want it to and to cancel their contract.\"}),/*#__PURE__*/e(\"p\",{children:\"But by pairing these selling strategies with a PLG mindset, you can avoid falling into this trap.\"}),/*#__PURE__*/e(\"p\",{children:\"Product-led businesses focus exclusively on solving a problem for a user base - not building something that a single customer wants. And by doing so, these products typically work far better than enterprise-grade software that tries to have an answer to everything.\"}),/*#__PURE__*/e(\"h3\",{children:\"Different Ways to Measure Success\"}),/*#__PURE__*/e(\"p\",{children:\"PLG and ABM gauge success differently.\"}),/*#__PURE__*/e(\"p\",{children:\"PLG focuses on user count and adoption, using metrics like DAUs and feature usage to evaluate product performance. These insights guide teams in improving the most valuable product aspects.\"}),/*#__PURE__*/e(\"p\",{children:\"ABM focuses on how receptive and engaged these important customers are. Metrics like customer engagement scores and conversion rates from targeted campaigns show how well the product is received by those in the ideal customer profile.\"}),/*#__PURE__*/e(\"p\",{children:\"As a result of using both methods, you get a diverse mix of quantitative and qualitative feedback from both prospects and users alike. This makes for an excellent all-around antidote to poor product experiences and ineffective sales and marketing.\"}),/*#__PURE__*/e(\"h3\",{children:\"Balancing Resources\"}),/*#__PURE__*/e(\"p\",{children:\"Combining PLG with ABM is also just a sensible way to manage resources. PLG drives growth on its own after the initial time investment - cutting down on the cost of getting new customers because the product often sells itself.\"}),/*#__PURE__*/e(\"p\",{children:\"But for those deals where the product can\u2019t sell itself, focusing 100% of commercial resources to win them over ensures a high return on investment for sales. Something that startups demand.\"}),/*#__PURE__*/e(\"p\",{children:\"This type of strategy is akin to load balancing. Sending the limited resources where they\u2019re most needed or most effective is an excellent idea for smaller organisations or those without a developed sales and marketing function.\"}),/*#__PURE__*/e(\"h3\",{children:\"Summary\"}),/*#__PURE__*/e(\"p\",{children:\"Whilst this type of dual-pronged approach to selling might not work for every product, it\u2019s a powerful combination when executed well.\"}),/*#__PURE__*/t(\"p\",{children:[\"For too many companies, being reliant on a self-serve motion is the tried and tested route. But as many will tell you, complete reliance on this can lead to poor qualified, duplicate or fake accounts. If you\u2019re interested in this subject, check out this \",/*#__PURE__*/e(n,{href:\"https://www.linkedin.com/posts/clay-hq_turns-out-47-of-our-free-signups-were-duplicates-activity-7193987881663623168-rfPt/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"article about how Clay found out that 47%\"})}),\" of their accounts fell into these categories.\"]}),/*#__PURE__*/e(\"p\",{children:\"Instead, pairing PLG with ABM is a great way to build a strong customer base that generate feedback loops and data points that exponentially improve your product development process.\"}),/*#__PURE__*/e(\"p\",{children:\"And of course, you can use whomso to give ABM a shot\u2026 \uD83D\uDE09\"})]});export const richText11=/*#__PURE__*/t(i.Fragment,{children:[/*#__PURE__*/e(\"h3\",{children:\"Introduction\"}),/*#__PURE__*/e(\"p\",{children:\"Founder led sales is the go-to-market motion of the moment. And rightly so. People care about the story behind a company and who better to tell that story than the individual(s) who took it from 0-to-1?\"}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ve done my fair share of founder led sales and so I\u2019m going to do my best to explain what makes it so valuable and what you need to get started. \"}),/*#__PURE__*/e(\"img\",{alt:\"A screenshot of Kyle Poyars LinkedIn post\",className:\"framer-image\",height:\"334\",src:\"https://framerusercontent.com/images/LIdZLIgVmxvTniPLNtLRg18fE.webp\",srcSet:\"https://framerusercontent.com/images/LIdZLIgVmxvTniPLNtLRg18fE.webp?scale-down-to=512 512w,https://framerusercontent.com/images/LIdZLIgVmxvTniPLNtLRg18fE.webp 800w\",style:{aspectRatio:\"800 / 669\"},width:\"400\"}),/*#__PURE__*/e(\"h3\",{children:\"Understanding the founder role in sales\"}),/*#__PURE__*/e(\"p\",{children:\"Every founder needs to have a hand in sales. It\u2019s not really negotiable. It might be light touch product-led sales, or it might be enterprise sales - it doesn\u2019t really matter, there just needs to be some involvement.\"}),/*#__PURE__*/e(\"p\",{children:\"The reason for this - unless you\u2019re a blue ocean product - is you\u2019re competing with companies much bigger than yourself. You need that personal touch that the reps at Atlassian, or Snowflake, or Salesforce just can\u2019t replicate.\"}),/*#__PURE__*/e(\"p\",{children:\"As the founder, you should also hold intense conviction about your company and its mission and be able to articulate this to your prospects. Try asking the sales team at Google to do that.\"}),/*#__PURE__*/e(\"p\",{children:\"The point is that founder led sales works so well because it adds a dimension of personality that will differentiate you when you\u2019re unable to compete on pricing or features.\"}),/*#__PURE__*/e(\"h3\",{children:\"Fitting into the role\"}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re new to sales then cultivating the right mindset is initially going to be tough. I\u2019m not going to sugarcoat it.\"}),/*#__PURE__*/t(\"p\",{children:[\"I\u2019d been working as a product manager prior to starting \",/*#__PURE__*/e(n,{href:{webPageId:\"augiA20Il\"},motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"whomso\"})}),\" and hadn\u2019t led a sales call in my life, least of all closed anybody. But ironically the hardest thing for me to wrap my head around was outbound.\"]}),/*#__PURE__*/e(\"p\",{children:\"Personally, it was the constant rejection. I\u2019d dealt with my fair share of irate customers before but the sting of yet another no was a real ego blow.\"}),/*#__PURE__*/e(\"p\",{children:\"But it\u2019s what every founder needs to experience at some point to develop a sales mindset. Being able to push aside the opinions of others and move onto the next deal is a super power in the early days.\"}),/*#__PURE__*/t(\"p\",{children:[\"A quick tip that I used to make sales seem less daunting was to try reframing it as a search. You\u2019re not selling to prospects - you\u2019re searching for people that might be experiencing the problem you solve. It sounds maybe a bit \",/*#__PURE__*/e(\"em\",{children:\"too\"}),\" simple but if you repeat it enough times it really does help. This is especially helpful if you\u2019re from a product background since it\u2019s what most PMs are used to!\"]}),/*#__PURE__*/e(\"h3\",{children:\"Getting initial sales\"}),/*#__PURE__*/e(\"p\",{children:\"The most obvious place to get started is by leveraging your personal network. It's the path of least resistance and offers a slightly more cushioned landing into sales, so I'd highly recommend it.\"}),/*#__PURE__*/t(\"p\",{children:[\"Now, unless you live in the Bay Area or regularly visit networking events, you're probably not going to get your biggest deals from this category, but it doesn't matter. You just need to get the engine going and start selling \",/*#__PURE__*/e(\"em\",{children:\"something\"}),\".\"]}),/*#__PURE__*/e(\"p\",{children:\"Trawl your LinkedIn and find anyone with a fitting title to reach out to. And if they\u2019re the wrong fit, ask for an introduction to someone who might be.\"}),/*#__PURE__*/e(\"h3\",{children:\"Generating some traction\"}),/*#__PURE__*/e(\"p\",{children:\"Once you\u2019ve exhausted people you know already, you\u2019re going to need to generate some interest. There are plenty of options here and your choice depends on:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Where your customers are,\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What channels they react well to,\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What you\u2019re most familiar with.\"})})]}),/*#__PURE__*/t(\"p\",{children:[\"I\u2019d recommend a good outbound/inbound split here for maximum efficacy. For us at whomso, we use a mixture of cold emailing and outreach (using tools like \",/*#__PURE__*/e(n,{href:\"https://clay.com/\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"Clay\"})}),\" for targeting), alongside SEO and organic social. And of course, we also use our own product once we\u2019re in the door. Don\u2019t be afraid to mix it up and try out new channels - it\u2019s about finding what works for you, your company and your prospective audience.\"]}),/*#__PURE__*/e(\"p\",{children:\"Whatever you choose, it's crucial that you stay true to the concept of founder-led sales and maintain authenticity. Try not to rely on templates initially, as doing so may lead to neglecting the development of another necessary sales reflex - the pitch.\"}),/*#__PURE__*/e(\"h3\",{children:\"Crafting your pitch\"}),/*#__PURE__*/e(\"p\",{children:\"The pitch or playbook or whatever you call it is basically what takes you from introduction to sale. It\u2019ll eventually turn into the repeatable sales process that anyone who joins the company can use on your behalf - but don\u2019t expect that initially.\"}),/*#__PURE__*/e(\"p\",{children:\"Your pitch probably isn\u2019t going to be the one-size fits all solution that gets hockey stick growth. In the early stages, there\u2019s very little resemblance to a repetitive sales pitch but that\u2019s why this process exists.\"}),/*#__PURE__*/e(\"p\",{children:\"A few ideas to get you started:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Write down the best possible customer response you can imagine when they explain their problem to you. Now working backwards, what questions would you need to ask to generate this response? Those are the questions you can use to begin your calls.\"})}),/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[\"As I mentioned earlier in this article, think of yourself as searching for people struggling with the problem your product solves. To do that, make sure your questions will also get an answer to \",/*#__PURE__*/e(n,{href:\"https://www.jameswpurvis.com/single-post/the-3-why-s-of-sales\",motionChild:!0,nodeId:\"zqVpqxoOR\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(a.a,{children:\"the 3 W\u2019s\"})}),\". These are:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Why do anything? Because if the problem isn\u2019t a pain then this prospect isn\u2019t the right type and doesn\u2019t fit your search.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Why buy from you? If you can\u2019t find a way to differentiate yourself that resonates with your prospect, then they\u2019re also not the best fit for your search since any tool will do.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Why buy now? Because if it\u2019s not that pressing then - again - they aren\u2019t a fit since the problem isn\u2019t painful enough right now. Not to say you can\u2019t change their mind, you just need to be clear on their answer.\"})})]})]}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Consider doing some free consulting to help unearth or resolve the problem in greater detail. It\u2019s not at all scalable but it\u2019s part of that personal touch you can offer as a founder doing sales.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"This is by no means an exhaustive list but it helped me to think about the way I wanted to sell initially. Over time, you\u2019ll inevitably update your methods but for those founders who are brand new to sales I\u2019d recommend trying out some of these concepts.\"}),/*#__PURE__*/e(\"h3\",{children:\"Measure your success\"}),/*#__PURE__*/e(\"p\",{children:\"Personally I think this is perhaps the least important part of founder led sales, but worth an honourable mention.\"}),/*#__PURE__*/e(\"p\",{children:\"Measurement is crucial if you\u2019re evaluating what does and doesn\u2019t work for a team of salespeople. But if you\u2019re the only person doing sales, you can typically figure this out after enough calls.\"}),/*#__PURE__*/e(\"p\",{children:\"However, systematising your work so that it can be passed onto any new salespeople you hire is sensible. Once you\u2019re comfortable in your rhythm then begin to track basic metrics like initial contact \u2192 demo, and demo \u2192 close rate. You can start to think of ways to improve by 1% every week which, over time, adds up to massive gains.\"}),/*#__PURE__*/e(\"h3\",{children:\"Conclusion\"}),/*#__PURE__*/e(\"p\",{children:\"Sales isn\u2019t for everyone. But if you\u2019re a founder and you\u2019re not doing sales, you\u2019re missing out on an absolutely crucial part of running your business. And once you get past the initial awkwardness (which everyone\u2019s felt at some point), you might even enjoy it.\"}),/*#__PURE__*/e(\"p\",{children:\"For me, it opened up new perspectives on our industry and a far deeper sense of empathy than I get from looking at written insights alone. And with that, I can go back to building a product that actually solves problems for our users. 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}