7. Create content around consumer pain points
Given how the Web has empowered buyers, marketers have to shift away from self-centered content and provide information that’s useful to their buyers. Russo shared that one campaign that accomplished this for HubSpot was "The Marketer’s Guide to Salesforce," helping those looking to learn more about the software. The eBook broke down Salesforce terminology, explained data objects (e.g., account, campaign, event), how a typical Salesforce environment worked, as well as the methodology and best practices behind topics like lead scoring, sales, and marketing alignment and ROI tracking -- while subtly introducing HubSpot. It was downloaded more than 8,000 times and helped HubSpot close many new customers who may have originally gone with Salesforce.