How to Assemble and Grow Your Inbound Team [Free Kit]

So you've finally gotten buy-in from your boss to start implementing inbound at your company. Next up? You have to start assembling or reconstructing your team for inbound -- and with that comes a lot of things to think about.

You already know that inbound roles and responsibilities often differ from those of traditional marketing positions, but because of this, remodeling your team for inbound starts to become a little more complicated.

You are probably going to need to hire new staff in positions that you may not have hired for in the past. You're probably going to need to restructure your team, too. And the goals and metrics you've always leaned on might not be the same ones you end up needing when your team is fully hired and ramped up.

A little overwhelming? We understand. That's why we've put together an all-in-one resource for building and growing your inbound team from the ground up: The Ultimate Kit for Building Your Inbound Team.  

This kit is designed to help you optimize the quality and success of your inbound team from the very beginning. It comes with guides, ebooks, and analyst reports covering all the best practices and tips for hiring and managing the most effective inbound marketers. More specifically, you'll discover: 

  • What effective inbound marketers have in common and how to find people with these traits
  • What types of roles you should hire as your team grows
  • Tips on how to resource your inbound strategy
  • Appropriate metrics to measure your ROI and inbound success
  • Pre-written job descriptions for inbound marketers
  • What makes an inbound marketer successful in their first 100 days 

Get your inbound machine up and running in no time. Click here to download The Ultimate Kit for Building Your Inbound Team.

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 "Learn how to effectively staff a marketing team in The Ultimate Kit for Building Your Inbound Team" 

Ultimate Kit for Building Your Inbound Team

free resources for building an inbound team

Harrowing video of WDBJ7 news crew murders ignites debate about video autoplay


A live video of the shooting of a TV news reporter and a cameraman in Virginia spread rapidly across social media on Wednesday, enabled by the "autoplay" function on Twitter and Facebook and fueling a debate about how to avoid violent content in media stories

The video, in which reporter Alison Parker interviewed Vicki Gardner, head of the Smith Mountain Lake Chamber of Commerce, was interrupted suddenly by the sound of gunshots. The video does not show anyone being shot but includes screams and a brief view of the gunman looming over the camera

When the video was first shared, the incident was a shooting. But Parker and cameraman Adam Ward later died from their wounds. Gardner was shot in the back and was undergoing surgery. The tragic turn heated up the opposition of many viewers to seeing death depicted and not being able to opt out Read more...

More about Facebook, Twitter, Business, and Media

Apple Loses ‘Swipe To Unlock’ Patent In German Court

keep-calm-and-swipe-to-unlock-25 Apple has lost a challenge in the German court system that sought to overturn an earlier ruling, which voided its patent for ‘swipe to unlock’ in Europe. The patent (EP1964022) was granted back in 2010 and was used to win an injunction against Motorola smartphones (back when Moto was owned by Google) in 2012. Motorola has since appealed the injunction, with a decision dependent… Read More

Google’s Container Engine For Running Docker Containers On Its Cloud Platform Is Now Generally Avaiable

Docker Google Google’s Container Engine, its service for running and managing Docker containers on its cloud platform using its open source Kubernetes system, is now out of beta and generally available. This means Google now considers it ready for production use and backs it with a 99.95 percent uptime SLA. Google made an early bet on containers for running its own data centers and over the last year… Read More

How to Create Facebook Ads: A Step-by-Step Guide to Advertising on Facebook

When setting up a paid Facebook ad, there are a lot of boxes to be checked. 

Are you targeting the right people? Are your image dimensions to scale? Are you running the right type of ad? If we're being honest, it can get a little confusing. 

With more than 1.4 billion people using Facebook and over 900 million visits every day, Facebook offers up a unique opportunity for marketers to augment their organic efforts. Trouble is, with both an investment of time and money on the line, there's not much room for oversight.

To help, we've put together a checklist to help you keep all of your campaign details straight. It will help ensure that you're tapping into the right audience with the right ad at the right time.

What are you waiting for? Get to checkin'.

The Ultimate Checklist for Creating & Optimizing Facebook Ads

Facebook offers a wide variety of paid ad options and placements, but all ads can be broken down into three elements: 

  1. Campaigns. The campaign houses all of your assets.
  2. Ad sets. If you're targeting separate audiences with different characteristics, you'll need an individual ad set for each.
  3. Ads. Your actual ads live within your ad sets. Each ad set can hold a variety of ads that vary in color, copy, images, etc.

With that terminology out of the way, let's dive in to creating an ad.

  Determine the most appropriate editor.

Facebook offers users two different tools for creating a paid ad: the Ads Manager and the Power Editor. When deciding which one is the best fit for you, you'll want to consider both your company size and the number of ads you plan to run at once. 

While the Ads Manager best suits most companies, the Power Editor serves as a tool for larger advertisers who are looking for more precise control over a variety of campaigns. For the sake of this article, we're going to detail how to create an ad using the Ads Manager. (For more on how to create an ad using the Power Editor, check out this step-by-step article from Kissmetrics.)

  Choose an objective.

Facebook's Ads Manager, like many social media advertising networks, is designed with your campaign objective in mind. Before getting started, Ads Manager will prompt you to choose an objective for your campaign:

There are 10 different objectives to choose from. The list includes everything from sending people to your website to getting installs of your app to raising attendance at your event. 

By choosing one of these objectives, you're giving Facebook a better idea of what you'd like to do so they can present you with the best-suited ad options. Facebook's ad options include:

  • Page Post Engagements
  • Page Likes
  • Click to Website
  • Website Conversions
  • App Installs
  • App Engagement
  • Event Responses
  • Offer Claims
  • Video Views
  • Local Awareness

Let's say, for sake of this post, that you're looking to drive more traffic to your website. When you select this option, Facebook will prompt you to enter the URL you're looking to promote. If you're using marketing automation software, be sure to create a unique tracking URL with UTM parameters for this to ensure that you'll be able to keep track of traffic and conversions from this ad. For HubSpot customers, this can be done using the Tracking URL Builder. 

Once selected, Facebook will then display the ad option that makes the most sense in terms of achieving this objective. 

  Choose your audience.

If you're just starting out with paid advertising on Facebook, it's likely that you'll have to experiment with several different targeting options until you reach an audience that fits just right. 

To help you narrow your focus, Facebook's targeting criteria are accompanied by an audience definition gauge. This tool -- located to the right of the audience targeting fields -- takes all of your selected properties into consideration in order to come up with a potential reach number. 

If you're wavering between choosing a specific audience over a broad one, consider your objective. If you're looking to drive traffic, you'll probably want to focus on the type of people you know will be interested in your offering. However, if you're looking to build brand awareness or promote a widely appealing offer, feel free to focus on a more general audience. 

Facebook's built-in targeting is vast, including options such as:

  • Location
  • Age
  • Gender
  • Languages
  • Relationship
  • Education
  • Work
  • Financial
  • Home
  • Ethnic Affinity
  • Generation
  • Parents
  • Politics (U.S. only)
  • Life Events
  • Interests
  • Behaviors
  • Connections

You also have the option to select a Custom Audience -- this allows you to target people on Facebook who are in your company's contact database, visited a page on your website that has a tracking pixel, or use your app or game. To learn more about how to set up an Custom Audience on Facebook, check out these instructions. (And for more on the specifics of these criteria, visit this Facebook targeting resource.)

Once you find a group that responds well to your ads, Facebook allows you to save these audiences to be used again later -- so you may not need to dive into this step once you've been running Facebook ads for a while.

  Set your budget.

Facebook offers advertisers the option to set either a daily budget or a lifetime budget. Here's how they differ from one another:

  • Daily budget. If you want your ad set to run continuously throughout the day, this is the option you'll want to go for. Using a daily budget means that Facebook will pace your spending per day. Keep in mind that the minimum daily budget for an ad set is $1.00 USD and must be at least 2X your CPC.
  • Lifetime budget. If you're looking to run your ad for a specified length of time, select lifetime budget. This means that Facebook will pace your spend over the time period you set for the ad to run. 

To further specify your budgeting, turn to the advanced options. This section allows you to specify a few things:


Choose whether or not your want your campaign to run immediately and continuously or if you want to customize the start and end dates. You can also set parameters so that your ads only run during specific hours and days of the week.

Optimization & Pricing

Choose whether or not you want to bid for your objective, clicks, or impressions. (This will alter how your ad is displayed and paid for.) By doing so, you'll pay for your ad to be shown to people within your target audience that are more likely to complete your desired action, but Facebook will control what your maximum bid is.

If you don't want Facebook to set optimal bids for you, you'll want to opt for manual bidding. This option awards you full control over how much you're willing to pay per action completed. However, Facebook will provide a suggested bid based on other advertisers' behavior to give you a sense of what you should shoot for. 


Delivery type falls under two categories: standard and accelerated. Standard delivery will show your ads throughout the day, while accelerated delivery helps you reach an audience quickly for time-sensitive ads (Note: this option requires manual bid pricing).

  Create your ad.

What do you want your ad to look like? It all depends on your original objective. 

If you're looking to increase the number of clicks to your website, Facebook's Ad Manager will suggest the Click to Website ad options. Makes sense, right?

This ad option is broken down into two formats: Links and Carousels. Essentially, this means that you can either display a single image ad (Links) or a multi-image ad (Carousel) with three to five scrolling images at no additional cost.

A Links ad will be displayed like this:

A Carousel ad will be displayed like this:


Once you decide between the two, you'll need to upload your creative assets. It's important to note that for each type of ad, Facebook requires users to adhere to certain design criteria.

For single image ads, they ask that users adhere to the following considerations:

  • Text: 90 characters
  • Link Title: 25 characters
  • Image ratio: 1.91:1
  • Image size: 1200 pixels x 627 pixels. (Use a minimum image width of 600 pixels for ads appearing in News Feed.)

For multi-image ads -- also known as Carousel Ads -- Facebook provides the following design recommendations

  • Recommended image size: 600 x 600 pixels
  • Image ratio: 1:1
  • Text: 90 characters
  • Headline: 40 characters
  • Link description: 20 characters
  • Your image may not include more than 20% text. See how much text is on your image.

Keep in mind that these are the ad options for the "send people to your website" objective.

If you selected "boost your posts," you'd be presented with different ad options like the Page Post Engagement: Photo ad. This ad has a unique set of design recommendations. To explore all of the ad options and their design specifics, refer to this resource.

Once you select an ad type, the Ads Manager will prompt you to identify how you'd like to display your ad. The options they provide are as follows: Desktop News Feed, Mobile News Feed, and Desktop Right Column.

Here's how each ad would appear:

Desktop News Feed

Mobile News Feed

Desktop Right Column

Be aware if your ad isn't associated with a Facebook page, you'll only be able to run Desktop Right Column ads. To leverage all three display locations, you can learn how to create a Facebook Page here.

  Report on the performance.

Once your ads are running, you'll want to keep an eye on how they're doing. To see their results, you'll want to look in two places: the Facebook Ad Manager and your marketing software.

Facebook's Ad Manager

Facebook's Ad Manager is a sophisticated dashboard that provides users with an overview of all their campaigns.

Upfront, the dashboard highlights an estimate of how much you're spending each day. The dashboard is organized by columns, which makes it easy to filter through your ads so you can create a custom view of your results. Key numbers like reach, frequency, and cost are readily available, making reporting on performance a no brainer. 

According to Facebook, here are some of the key metrics to look for (and their definitions):

  • Performance. Can be customized further to include metrics like results, reach, frequency and impressions
  • Engagement. Can be customized further to include metrics like Page likes, Page engagement and post engagement
  • Videos. Can be customized further to include metrics like video views and avg. % of video viewed
  • Website. Can be customized further to include metrics like website actions (all), checkouts, payment details, purchases and adds to cart
  • Apps. Can be further customized to include metrics like app installs, app engagement, credit spends, mobile app actions and cost per app engagement
  • Events. Can be further customized to include metrics like event responses and cost per event response
  • Clicks. Can be further customized to include metrics like clicks, unique clicks, CTR (click-through rate) and CPC (cost per click)
  • Settings. Can be further customized to include metrics like start date, end date, ad set name, ad ID, delivery, bid and objective

Your Marketing Software

While there are certainly a lot of details to keep straight when planning a paid Facebook ad, it's important that you don't lose sight of the big picture. Reporting on clicks and conversions from Facebook is important, however, if you're using URLs with specific UTM codes, you have an opportunity to measure your ads' full-funnel effectiveness using your marketing software

Tracking URLs will help your marketing software keep track of how many leads, or better yet, how many customers you've gained from your advertising efforts. This information is useful in determining the ROI of this source, and can also be used to inform your targeting strategy.

If you're a HubSpot customer, you can create unique tracking codes for your Facebook campaign by navigating to the Tracking URL Builder on the Reports Home page. All you'll need to do is plug in the URL, attach a campaign, and choose the source you want the URL to be attributed to in your Sources Report. Once your ad launches and you start getting traffic and conversions on your website, you'll be able to easily track how many visits, contacts, and customers you're generating.

What do you look for before launching a paid ad? Let us know in the comments section below. 

learn more about INBOUND 2015

15 Useful Tips for Attending an Event Alone (And Actually Enjoying It)


When you first learn you're going to a conference alone, it's exciting. You were chosen out of all of your colleagues to attend. You get to travel to a new place and stay in a nice hotel. You get the chance to meet lots of other interesting people in your field. 

... But, you've got to do it alone.

That's when the anxiety sets in. You suddenly think about the cocktail parties, the welcome keynotes, the lunch breaks -- any time it's awkward to be alone -- and suddenly, that solo trip doesn't feel so exciting after all. 

The good news is there are lots of things you can do to make being a lone wolf much more enjoyable. Below are some of my team's favorite things to do when they're flying solo at a conference.

Still need to book your tickets to INBOUND15? Use 'SUMMERSIZ' at checkout to get 25% off an All-Access Pass.

1) Lean into your "weak ties."

Do you sit next to someone who used to live in the conference's city? Does your sister know someone from college who lives there? Does your company have some customers there? 

Get introduced to them beforehand. Ask them for recommendations on what to do, and if they're free, see if they'd like to meet up. Studies show that developing these "weak ties" with acquaintances and friends-of-friends can actually be more beneficial to your career than "strong ties." 

2) Set a "home base" for you to recharge.

Before you even step foot in the conference center, figure out where you're going to go if you want to get out of there. Are you staying in a hotel room? If you drove your car to the event, could you head back there for a break? Is there a nearby coffee shop you can post up in? By figuring out your "escape route" ahead of time, you can more easily focus on the task at hand: meeting new people.

3) Wear an outfit that instills confidence.

Turns out that dressing for success is a real thing. According to research from the Kellogg School of Management at Northwestern University, wearing clothing associated with certain professional qualities can actually make you more successful. For some people that may be a well-fitting shirt in a color you love. For others, that's a blazer or full suit. And for others still, it might be a classic startup tee. 

Wear whatever makes you feel most confident in the setting you'll be in -- it'll make it much easier for you to strike up conversations with people.

4) Keep your laptop and/or phone nearby so you can look busy and important if you're left alone all awkward.

While you shouldn't be on your phone and laptop during the entire event, having them readily accessible when you are feeling very awkward isn't always a bad thing. Just be sure that you're not over-relying on your devices -- if needed, you can try setting "limit" on how many times you can look at your phone during the session or cocktail hour.  

5) Bring an extension cord. 

Outlets are a hot commodity at conferences and events, so if you can offer your fellow attendees some extra charging room, they'll be very grateful. Plus, while you're waiting for your device to charge, you have a natural opportunity to chat. 

6) Seek out other lone wolves for coffee, dinner, and/or drinks. 

You aren't the only person attending the conference alone -- find your fellow solo attendees and make plans to meet up. Often, they'll be lurking on the conference hashtag or hanging back at the corners of sessions, looking for opportunities to connect with other attendees. If you spot them, introduce yourself. Trust me, they're just as eager to meet you as you are to meet them.

Pro Tip: If you're going to INBOUND15, you can connected with other lone wolves using the hashtag #INBOUND15solo.

7) Regularly tweet and monitor the conference's hashtag and/or geotag.

While we'd recommend all attendees hang out on the conference's hashtag or geotag, it's especially important for solo attendees. Reading the posts on the hashtag helps you scout out potential connections, and if you're sharing content regularly on the hashtag, you can become a familiar face to others. 

8) Make a point to wait in line.

Why? It's boring. Which means people will be looking for ways to occupy themselves ... maybe with a conversation with a fellow attendee.

9) Address the elephant in the room. Tell people you're all alone. 

One of my favorite "opening lines" is to be really honest. I'll say, "Hey, I'm at this event all alone and I'm looking to meet other marketers. Are you here with anyone?" If they say no, you can bond over your mutual situation. If they say yes, they'll usually start to explain who they came with -- and if their connections are nearby, this opens up an opportunity to meet others.

10) Have answers for common conference-going concerns.

Everyone wants to know the answers to questions like:

  • Where's the bathroom?
  • What's the WiFi password?
  • Would you recommend any coffee shops nearby?

So if you have answers to these questions ready to go, you'll have an easy time having conversations with other attendees. 

Pro Tip: Because they're common, questions like these can also be a nice way to ease into chatting with someone nearby.

11) Avoid asking yes/no questions.

We've all experienced the following dialogue:

"Do you work nearby?"

"Nope ..."

Ah, the awkwardness of yes/no questions. Especially when you're just getting to know someone, asking these types of questions can stop conversations right in their tracks. Instead, rely on more open-ended questions on specific topics. If you want more tips on starting and keeping a conversation going with virtually anyone, I'd highly recommend reading this post.

12) Dive into the content.

We've spent a lot of this post talking about how to network while alone, but that's not the only reason you're attending the conference. You're also there to learn, and it's rare that you get a chance to be alone and absorb everything around you. So make the most out of each session. Bring a notebook and take down all your observations. Ask questions during the Q&A portions. Then, go back to your team with actionable insights and takeaways based on it all.

13) Introduce yourself to speakers after the sessions.

One of the best connections you can make at a conference is with the speakers themselves -- that is, if you introduce yourself properly. Take the time to greet them after their sessions and be sure to ask them thoughtful questions (which shouldn't be hard if you were zeroing in on the previous point). If you make a good impression, you could walk way with "weak ties" with some of the smartest folks in the industry.

14) Leave if you really need to. 

We all have limits when it comes to networking. Know yours, and be honest with yourself when you've hit it. If you're uncomfortable after spending 20 minutes circling an event without one conversation, it's okay to leave. As long as you've made an honest effort and you're getting value out of the conference in other ways, it's okay to head back to your "home base" when things get to be too overwhelming. 

15) Enjoy the alone time. 

If the whole networking thing really isn't up your alley, you should take the time to enjoy yourself in a new place. There's something really indulgent about traveling alone -- you can do whatever you want in your free time without consulting anyone else. Hit up that restaurant you really want to try. Take a tour of a nearby attraction. Or relax and take a bubble bath in your hotel room. When you're traveling alone, you're calling the shots. 

What other tips do you have for solo conference travelers?  

learn more about INBOUND 2015

Facebook won’t promote a feminist event because of its ‘profane’ language


In 1975, journalist Anne Summers published a book that was to become a vital Australian feminist text: Damned Whores and God's Police. Now 40 years on, Facebook will not promote an upcoming event by the same name because the post contains "profane" language, according to the author.

In celebration of the book, which explores Australia's historical treatment of women, a high profile conference will be held in Sydney in September, with Senator Penny Wong attending. But when Summers' team tried to pay to boost the event on Facebook, it was knocked back

More about Facebook, Women, Australia, Feminism, and Social Media

Gmail To Auto-Populate Google Calendar With Things Like Flights, Hotel Bookings And Ticket Details

5374200948_539b10fb1c_b For a while, Gmail data like flight information has been surfaced in Google’s search product. One could imagine that that data would make sense in other places…like Google Calendar. Ding ding! Google announced today that its starting to roll out features that will place ticket, flight, hotel and restaurant into onto Google Calendar. Automatically. For example, if you buy a flight,… Read More

YouTube Gaming, Its Twitch Competitor, Set To Launch Tomorrow

3 Live Chat Back in June, YouTube announced that it would be getting into the gaming game and launch its own Twitch competitor called YouTube Gaming. Tomorrow will be that day (in the US and UK), we’ve learned. The site sits at Twitch is a site, acquired by Amazon, that lets you watch others play video games…or stream your games and broadcast your own show. The… Read More

28 Graphic Design Terms Every Marketer Should Know [Infographic]

"Could you take a look at the wireframe and let me know if I need to adjust the leading and the kerning so there's enough white space? Thanks!"

... Come again?

Sometimes, designer-speak can seem like gibberish. But marketers work so closely with designers on things like website design, infographics, and other visual content, it's important that we speak and understand one another's language.

To help bridge the translation gap, the folks at Pagemodo sat down with professional graphic designers to come up with a list of the most important design terms marketers should know. Check out their list in the infographic below -- and if you have terms to add, let us know in the comments section.

learn more about INBOUND 2015

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