Kipp Bodnar
speaker
121 appearances
1 recordings
1 series
first heard Apr 2025
last heard Apr 2025
Kipp Bodnar’s voice in public audio — every appearance, attributed to the second.
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Appearances
Here's my advice on content creation day. First, people have never wanted more actionable content ever. They don't just wanna learn something. They want something that's gonna lead them to immediately take action. And so anytime you're creating content that's gonna allow people to immediately take action,
that they can take, especially like in free tools or free platforms, that's going to take off. It's going to go great. I see that all the time. I imagine you see that all the time. That is clearly a trend that is happening. The second thing people want is unique data and perspective. If you have a survey of 2000 people in a given industry, people are going to check it out.
Because they wanna know, benchmark, they wanna see how they're doing, they're competitive, they wanna compare themselves, all that stuff happens, right? And so you are gonna see that be a real standout thing. And so that's where proprietary research, customer data, things like that are a huge leverage. And then the third is, can you be really contrarian and have a good argument?
Can you go against the status quo and change people's thinking with a real deep and thoughtful reasoned argument about something? And if you can do that, you're also going to get people's attention. What would you add? You're doing this all the time. What'd I miss?
The prompt I've always given myself is, is what I'm about to do going to be 10 times more valuable for people? Or would somebody pay $1,000, $2,000 to have access to this? And if the answer to one of those two questions is yes, it's going to be really successful.
And if the answer's no, it's probably going to be middling in average.
Email is super important. And here's why email is super important from like a principle base. It's one of the few channels you actually control. There's not an algorithm. Somebody gives you permission to email them and you get to send them a message and you actually own that email address. Somebody can't come along and change the Google algorithm, the YouTube algorithm, the LinkedIn algorithm.
I know people are all up in arms about LinkedIn algorithm changes recently. And so that's the real value of email marketing is that you have way more ownership and control of email marketing than most other channels out there. And so once you kind of have that foundation, you're like, okay, email marketing still matters. What am I going to do?
And the number one thing you're going to do is to have as highly personalized email as possible. And that's writing your emails with AI. So one of the things we did at HubSpot is we have what's called HubSpot Academy, which teaches you how to do marketing, how to use our software, all of those things. And there's a bunch of different courses on HubSpot Academy.
And we basically, when people come into HubSpot and maybe consume a article or a free guide or a webinar or what have you, we'll then send a follow-up email that is custom, one-on-one, written from them by AI, and that we recommend based on everything we know about them, the content they've consumed, what the best course for them to take is.
Not only do we mention their business, but we have puns, like AI has gotten very good at that. And it feels like a human researches company and wrote them an email. And that email converts 80 to 100% better than our normal emails.
And so that is number one, anything you can do to better personalize your email and make it relevant to their problem and their experience with your company and your website, you are going to get much, much better results.
Look, you give them the great ways to do that, which is offer something really valuable that you consider charging money for. Remember that marketing is kind of a lesson in economics. It's what do you want to sell versus what do you want to give away to sell a bigger thing down the road? And how do you offset how you think about that?
And so for me, the things that are really good, if you have any free tools, great. If you have any templates, like you do the work of building out a big Excel sheet with formulas and everything that people could just drop their own data in. they will give you an email address for that. I promise you.
One of the things that worked really well at HubSpot back in the day, and you can do similar versions of this now, is we would find our customers always needed stock photography and imagery for their email newsletters, their landing page.
And I was like, well, what if we just hire a freelance photographer, buy the rights out for like $10,000 to 500 different pictures, and we just give those away for free instead of them having to pay Getty Images or all these people. And I think over the years, we've had like 5 million downloads. I can't even tell you how popular that has been.
But it's looking at your market, thinking about something that they do that they spend money on and say, hey, can I give that to them for free? And if you can, you will get whatever information you want in exchange for them saving that money.
About 10 years ago, we were like, hey, you know what? The world is changing and trust is becoming the most important thing. And one of the ways you can build trust with people is to let them try before they buy. And like your webinar is a great example of that.
It's like, hey, if I'm on a 30, 60 minute webinar with you, I probably have a pretty good idea about what your course is gonna look like, what the quality is gonna be, what it's gonna feel like, the experience. And so I'm much more likely to have trust and go buy that course.
So if you use our free version of HubSpot CRM, you're much more likely to buy a paid version because you're like, hey, you know what? I'm up and running on this. I've closed a couple of deals with it. I understand the features that if I pay for them that I would get. And you know what? I kind of need them because I think I would make even more money if I paid for those features.
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