54 - From Inbound Marketing To Inbound Media With Patrick Campbell, CEO at ProfitWell

*Hey listeners, quick note that the audio on my side for this one is wonky - sorry about that! Technical snag but we figured it out.* Patrick Campbell is CEO at ProfitWell. Prior to ProfitWell, Patrick led Strategic Initiatives for Boston based Gemvara and was an Economist at Google and the US Intelligence community (very cool). ProfitWell was founded in 2012, has 83 people, and is based out of Boston, MA. And get this - it's completely bootstrapped. Wow. ProfitWell helps recurring revenue (SaaS + subscription + DTC) businesses with their monetization and retention strategies. All of the metrics you need to grow your subscription business. Here's what we hit on: What does marketing mean to you? (HINT: Patrick's a math guy and actually changed his mind about this over time); Big marketing/content trends that startups need to be aware of (HINT: here's where we talk about the difference between inbound marketing and inbound media and why the media strategy is more effective); What marketing were you doing in the early days to grow the company; What marketing channels are working well for you right now (HINT: we cover their content strategy, podcasts, videos, books, thought leadership etc.); How adding video + audio to their pillar blog posts increased audience engagement; How creating short books allows the ProfitWell team to make sure they have their talking points around the problem their target audience faces, plus helps evangelize the thought leadership inside and outside the team; How does ProfitWell create so many shows with just 83 people?? (HINT: one of the ways is they shoot 1 season in 1 day); We talk about events, specifically how can we do 100 dinners a year and not want to die (HINT: the team cracked the code right before COVID on how to do successful events and personalized dinners, and it involves thinking about what are the plays we’re doing to drive traffic to our booth and to our event); How did Patrick's experience as Economist at the US Department of Defense help in his future roles; Patrick wrapped a van with the ProfitWell logo and copy, and now he's going to drive it around the country to test if people are willing to meet up and also use this for content creation + awareness building. Super cool! You can reach Patrick on LinkedIn: www.linkedin.com/in/patrickccampbell Find out more about ProfitWell: www.profitwell.com This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!

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