Bri Stauffer

Joined April 2020


They Ask, You Answer Content Manager Certification Info

Certified Since March 2022
We all love HubSpot, but I'm interested in hearing what other platforms or tools people have used to measure the ROI of their content? Anyone out there use Parsely? Tableau? Momently? Cyfe? Anything else?

What else is out there?

Leave a comment below about your experiences!

Connor DeLaney Ramona Sukhraj Nicole Cimo-Holmon Bri Stauffer Paul D. Grant Jeremy Sutton Mark Wilson Betsy Francoeur Katie Martens Mark Baratto
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Bri Stauffer
We use HubSpot as our main tool :) 
As we write Best Of, Reviews, and Versus articles my team continues to discuss whether or not we should link to competitors in our articles. I've had mixed feelings about linking vs. not linking.

What does your content team do and why?
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Hello! I'm starting to get more opportunities to visit our customer sites, which has been great to better understand our customers and the industries we serve (I'm new to industrial marketing and having to wear steel toe boots :) ).As marketers, what kinds of questions do you ask when you interact with your customers?
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Bri Stauffer
The first thing that came to mind... I try to think about what a prospect might ask a current customer of ours, and then word questions in that way. "If another ___ asked you about xyz, what would you tell them?"

A specific example I used recently in a conversation with one of our customers who uses our product in conjunction with another company's resources: "If another health science instructor asked you about the differences between [competitor] and AES, what would you tell them? How could you help that teacher understand which one would be best for their needs?"

Last week we published a versus article and the competitor we included sent a formal letter to our company's founder/president requesting we either remove the post or make their "requested corrections."

While we had one factually incorrect item within the piece, the bulk of their asks were clearly to have us use their wording instead of our own.

I'm very confident in how we'll respond and address it, and leadership fully backs up what we're...
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Almost daily, I get emails like the one below from strangers. They're usually requests to contribute content to IMPACT or asking for backlinks. Outreach emails are important to many marketers' content strategy. Unfortunately, most of the emails I receive get deleted without a response.
So tell me, what is wrong with this email and what could they have done to get me to respond?
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Bri Stauffer
It is SO generic! Sure they say that they are "working on a piece that would be good for Impact," but how are you actually supposed to say what you think just based on the one line of information. 

Also, they don't explain the real value to Impact they can provide. The generic mention of social reach means nothing, since they could only have 10 followers.

Zero trust building going on here. Such a waste of time and effort!
Impact folks, looking for advice on how to break-up and tackle the Visual Sale book with my team. We have it in our hands and are ready to dive in as a team! Thank you!
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Bri Stauffer
I'd love to hear this as well 😁
Hey Y'all,

I'm got something truly exciting for you today, and it's all in this 5 minute video:
Assignment Selling Content - Win a $50 Gift Card!

That's right, I'm giving away two $50 gift cards to the best examples of Assignment Selling across all the clients we're working with here at IMPACT.

This is for sales, marketing and leadership teams to get involved in, and the competition is going to be set high!

Here are the details:

  • Send your...
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Bri Stauffer
So proud of you,  Emma Stanton  🎉🎉
About a year ago we moved from an industry CRM to SalesForce. We have been using HubSpot for much longer. We have integrated the two, but we would be very interested in discussing and networking to learn some best practices of this integration. We have also integrated our platform with ZoomInfo and would be happy to share that too.
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Bri Stauffer
Hey  Keven Ellison  - We integrated HubSpot with Salesforce back in about 2012/13. With your current integration, is your sales team fully using Salesforce as their 'sole source of truth' or are they also referencing HubSpot? If I understand how your team uses it, that will help make sure my thoughts are relevant to you :)
This is something content managers come up against time and time again—they need collaboration from the rest of the company to create content, but it's often something that's pushed aside as "the content manager's job" in its entirety.

True- content managers do a lot of writing and creating content, but for a company to form a culture of content in following a They Ask, You Answer philosophy, everyone needs to be engaged in the effort in some...
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Bri Stauffer
I've tried a few different tactics to get others involved in content this year.

To start, I hosted a 'content power hour' where everyone in the company focused one hour of time on expanding a content idea they had. I learned a lot after that first power hour - mainly that some people are comfortable running with it without much guidance, while others really need more structure and coaching to help them see how their expertise can help create content. 

Because of this, I did a lot more work on the front-end to prep everyone for our second power hour. I created cover sheets for individuals (or pairs) to give them direction with specific prompt questions for them to answer during the hour. That resulted in what I feel was a much more productive time for everyone across the board. It also gave a few people the opportunity to collaborate with people they don't work with on a daily basis.

The power hour was a great exercise, though took a lot of work on my end to coordinate so much all at one time.

Recently (the past 2-3 weeks), I've spent more time listening to conversations and asking others on the Revenue team (marketing, sales, customer success) what our clients are concerned about and asking.

Based on those conversations, I'll prioritize which topics/questions we should tackle and then draft up an initial cover sheet. Then I'll share it with our internal subject matter expert (SME) and the person who shared the question to get their input on the outline, what should be expanded on, and anything that I may have missed. Then the writing occurs, either as a first draft from the SME or myself, and then we continue on with the editorial process.

This flow seems to be working really well. I think that's because many of my teammates find it easier to see the end goal when there's something on the page. Not everyone can take an idea and just start writing, so I've found I can be that bridge between "here's the question" and "here's our answer."

Overall, it seems that my initial idea of having others create a content sheet and outline only worked in certain cases. Our process will continually evolve and I'm excited to see where it takes us :)
Thanks to Liz Murphy for a great article about Revenue Teams!

I'm wondering if anyone else is embracing this model in your organization?

As our first and only marketing employee, I already "live" in the sales department. I participate in all of our weekly sales meetings and activities, and my goals are directly tied to sales goals.

I've been adamant that while we need more marketing manpower, we should not create a separate marketing...
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Bri Stauffer
Stephanie Hurd As I was reading this, I practically felt like I was the one who wrote it!! I am very much on the same page as you as the "sales team plus one" and trying to build towards a Revenue Team.

I've been sending a weekly update every Monday to the team with all content published and a blurb about each piece. In that update I include a video where I either explain something a bit more in-depth or talk about the collaboration of different team members that helped make the piece come to fruition.

I think it's important that we as marketers try to point to others in the Revenue Team who are actively helping produce content or share their expertise to get content created. I'm trying to focus on working with just one or two people and get a good rhythm down to show how it can work well. Trying to not get caught in the trap of thinking everyone needs to be on the same level right away.

Other than that, I don't have much advice to share at this point since it seems we're at about the same stage 😵