Daniel Zarick explains the benefits and challenges of building a product on a platform, specifically on the HubSpot ecosystem. He shares how Arrows, an onboarding tool, chose to build on HubSpot and how they focused on creating valuable content for HubSpot users to capture their attention and build trust. Daniel also highlights the value of creating content that not only attracts customers but also helps sales and customer success teams in their roles.

Takeaways:

• Building on a platform allows you to align your product with existing customer workflows and integrate with other tools they use.
• Understanding customer needs and building integrations that solve their problems is crucial for success.
• Creating valuable content for users within the platform ecosystem can help build trust and attract customers.
• Partnerships and collaboration with other companies in the ecosystem can lead to mutual benefits and growth.
• Focusing on the needs of sales and customer success teams can help drive adoption and usage of your product. Creating value for customers is essential for success
• Partnerships play a crucial role in go-to-market strategies
• Building within a single ecosystem has risks and benefits
• Being narrative-obsessed helps in creating successful partnerships
• Understanding the layers in the stack and focusing on your specific role is important
• Hiring and company culture are key factors in building a successful company

Chapters:

00:00 Introduction and Reunion

03:03 Choosing HubSpot and Understanding Customer Needs

06:02 Creating Valuable Content for the Platform Ecosystem

08:24 The Power of Partnerships

11:22 Focusing on Sales and Customer Success

25:21 Solving the Problem for the Customer

28:30 The Greatest Partner Event Ever

33:26 Build, Buy, Partner - It's All Three

42:20 Being Narrative-Obsessed

45:09 Understanding the Layers in the Stack

Tim Cermak discusses the evolution of marketing strategies, stressing the importance of authentic content to build trust and brand recognition. Tim explains "fuzzy ROI" and the challenges of measuring digital marketing effectiveness. The conversation covers the shift from traditional marketing to community-focused approaches, emphasizing partnerships with local businesses and the value of elevating community voices. Tim's success story from a recent event, where client testimonials significantly boosted sales, illustrates the power of Nearbound marketing and the need for genuine endorsements.

Key Takeaways:

• Tim Cermak's expertise in Nearbound marketing for the real estate industry
• Challenges realtors face in marketing and the importance of building trust with clients
• Shift towards Nearbound marketing and its importance in standing out in a competitive market
• Importance of authentic and organic content in building trust and brand recognition
• Evolution of marketing tactics and the need for adaptation in the changing digital environment
• Emphasis on community-focused approach and partnership with local businesses
• Success of Nearbound marketing strategy in driving sales and recurring revenue
• Impact of leveraging customer testimonials and endorsements in marketing efforts
• Importance of genuine endorsements and trust in building authentic recommendations
• Lessons learned and the importance of groundwork, trust, and social proof in marketing strategies

Chapters:

00:00:00 Introduction

00:02:54 Nearbound Marketing Principles

00:04:42 Alignment with Nearbound Marketing

00:05:04 Challenges in Realtor Marketing

00:13:38 Long Buying Cycle in Real Estate

00:16:57 Selfie Strategy and Organic Posts

00:17:52 Category Marketing and Community Expertise

00:18:42 Partner Marketing and Building Relationships

00:27:21 Impact of Cheap CPMS on Marketing

00:30:45 Challenges in Tracking Marketing Attribution

00:32:19 Importance of Logical Marketing

00:33:26 The guide to rethinking higher education

00:34:18 Email copywriting and human touch

00:39:13 Understanding ad effectiveness

00:41:05 Engagement metrics and trust-building

00:44:02 Sponsorship and trust-building

00:49:52 The impact of customer marketing

00:52:13 Recognizing the power of Nearbound marketing

00:52:55 Lessons from successful marketing

00:55:12 Personal revelation about Nearbound marketing

Jared Fuller properly defines Nearbound in this snippet of the Nearbound audiobook. Why Nearbound, why now? Listen to the full audiobook available on Amazon now.

Chapters:

00:00 What is Nearbound?

01:19 Nearbound in a Word

07:00 Building Up from First Principles

11:06 Why Nearbound, Why Now?

20:05 Network Effects Explained

27:28 A Brief History of Network Effects

40:33 Different Types of Network Effects

46:12 The Nearbound Methodology - What You Need To Do Today.