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Joei (@joeei) is the Content Marketing Manager at Mention, a web and social media monitoring tool that helps any brand listen to and analyze what's said about them, their competitors, and industry, anywhere online. She's also the Head of Acquisition for The Brand Grader, a free tool to analyze any brand's online presence in seconds.

She currently leads marketing partnerships and campaigns at Mention for demand generation. Apart from top-of-the-funnel marketing partnerships, Joei also works on:

- content marketing and management for the Mention blog, website, app, and social media

- lead nurturing, scoring, and management in HubSpot (qualify and convert leads through workflows)

- landing page and email conversion optimization

- product and customer marketing (newsletter, tutorial videos, onboarding emails)

- marketing and sales alignment (create sales assets, align ideal client personas, review MQL-SQL-OPPTY conversion and sales velocity)

Other topics of interest:

- Tech startup life 

- Expat life in Paris

- Girls in tech 

Feel free to ask her anything about all of those things! 

She will be live on Oct 24 starting at 930 AM PT for one and a half hours during which she will answer as many questions as possible.

  • TS

    Tonya Sims

    12 months ago #

    Hi Joei! Thank you for your time.

    What advice do you have for a company just getting started on their content marketing journey? Is there a strategy you would use?

    Cheers,

    Tonya

    • JC

      Joei Chan

      12 months ago #

      Hey Tonya!
      My advice for companies just starting out is to work with influencers. It's the quickest way to introduce your brand to a wide audience and build credibility.
      (Of course, you'll need to have some kind of nurturing strategy to continue to engage this audience once they got to know you through the influencers.)

      We've worked with a lot of influencers in the past and influencer partnerships are by far our most effective lead generation channel.

      You can read my blog post on how we chose and worked with influencers, and the amazing results we got: https://mention.com/blog/b2b-influencers/

      Hope it helps! :)

      3 Share
  • W

    Khayrattee Wasseem

    12 months ago #

    Hi Joei. Bonjour de l'ile Maurice :)

    My question:
    1) In 2017+, is content marketing via article directories dead? Or does article directory if quality maintained is still good?
    2) What is your top 3 best advice in doing content marketing?
    3) What is your top 3 best SEO advice?
    4) What is the one challenge you see 2017+ with content marketing?

    • JC

      Joei Chan

      12 months ago #

      My best advice in doing content marketing:
      - create a lot of it. you can only identify patterns and unicorns/epic content when you have enough of them to analyze
      - benchmark against your competitors. know what other (preferably better-performing) brands are doing and learn from their hits and misses
      - listen and talk to your customers. they will tell you what they care about and want from you. you can do that by doing one-on-one calls, or create alerts for your brand with an online listening tool.

      3 Share
    • JC

      Joei Chan

      12 months ago #

      For SEO, I'm not going to pretend to be an expert, but our team increased search traffic by 373% in 6 weeks with these tips: https://mention.com/blog/seo-tips/

      We also did a video with 4 influencers about how marketers should change their strategies as AI plays an increasingly important role in SEO: https://mention.com/blog/how-will-ai-change-seo-in-2017-video/

      hope it helps!

    • JC

      Joei Chan

      12 months ago #

      For me the biggest challenge for content marketing 2017+ is to fight through the noise with more and more content being produced, and customers getting better at detecting marketing/salesy content. So, coming up with more creative ways to engage our audience (be it videos, be it chat bots...) would be the biggest challenge I see.

    • JC

      Joei Chan

      12 months ago #

      Hi Khayrattee :)

      Thanks for all your questions! Let me answer them one by one.
      1. I'm sorry to say that I've never used article directories, so I can't shed any light on that.

  • AA

    Anuj Adhiya

    12 months ago #

    Hey Joei - so cool to finally have you on!

    I have many questions on leads for you:

    a. Once you score a lead as potentially qualified, what is the sequence of steps you follow to engage/convert them? How long does that last?
    b. Also for this subset of potentially qualified leads, when they don't convert, what is the general reason that they don't?
    c. For leads that are not scored high, how do you engage with them (if at all) and what does that sequence look like?

    • JC

      Joei Chan

      12 months ago #

      Hi Anuj :)

      Thanks for all your lead gen and nurturing questions. It's a passion of mine. I hope I can offer some useful insights from our experience.

      a. in the past, we used to set a score depending on how much content the lead engaged with, and send it to sales once the lead hits the threshold. But we soon realized that this way we're sending too many leads to sales, and drowning them with people who may just be extra enthusiastic about our content but have no purchasing power or intent. So now we put all our leads in email workflows with them requesting a demo request as a goal. Only leads that request a product demo get send to sales. It can last from a few days to a few weeks, if the lead converts.

    • JC

      Joei Chan

      12 months ago #

      b + c. when leads don't convert (in our case, don't request a demo) the general reason is they're not ready or don't see the need yet. In these cases, we keep them in our database, and engage them regularly with our other content offers (new webinars, new announcements, new ebooks, etc.) that are one-off. At some point we had a huge re-engagement workflow to continuously nurture leads that don't convert. But that required too much content (new emails until the end of the world) and was costing us a lot to keep emailing so many contacts. So we stopped doing that.

  • MH

    Marta Heinz

    12 months ago #

    Hello Joei,

    several years ago Mention became quite popular very quickly. Do you think content creation/distribution played a big role? Any guesses" of why this happened (besides content)? Thank you,

    • JC

      Joei Chan

      12 months ago #

      @anujadhiya we still offer a free trial that switches to a free plan after 14 days that's a lite version of what the Mention Enterprise plan offers. The decision to switch to Enterprise model is because from the freemium model we got approached by many established brands and businesses who want to pay more for more advanced reporting and analytics features. So the switch of our focus from a freemium, transactional model to a mid-market, enterprise model was really an easy decision.

    • JC

      Joei Chan

      12 months ago #

      Hi Marta,
      Mention gained a lot of traction with our freemium model. Since we offered our tool for free (like Dropbox, Spotify, Trello...) we grew our brand very quickly, with a lot of user-generated content online, teaching people how to use our tool.

      2 Share
      • AA

        Anuj Adhiya

        12 months ago #

        But right now Mention doesn't offer a free plan anymore from what I can tell.
        If that is correct, what was the trigger to move away from freemium?

  • EM

    Emily McGovern

    about 1 year ago #

    What is your favorite Social CRM tool?

    • JC

      Joei Chan

      12 months ago #

      Hey Emily!
      We don't use a social CRM tool, but we use HubSpot to schedule social posts and Mention to monitor social media, engage our audience and get analytics. :)

  • AL

    Arsene Lavaux

    12 months ago #

    Bonjour Joei,

    1) What did you like best about your Paris experience?
    2) How a growth marketer should go about creating epic content?

    Merci!

    • JC

      Joei Chan

      12 months ago #

      Bonjour Arsene! :)

      1. The favorite part of my Paris experience is battling through (and surviving) the struggles of living as a foreigner. Realising that you need 20 different documents to finding an apartment, trying to get my home WIFI to work with my broken French… all of that makes up an excruciating but exhilarating experience. Of course, the wine and cheese help me swallow and digest those problems better ;)

    • JC

      Joei Chan

      12 months ago #

      2. We recently did a webinar with Larry Kim on creating unicorn content - and I completely agree with his strategy. You find quality from quantity. There’s no way around it, and it’s not an either/or. By creating a lot of content, you find your “unicorns” - or epic content. Highly recommend checking out that webinar if you want more tips! >> http://info.mention.com/unicorn-marketing-content-larry-kim-live-webinar

      4 Share
  • TS

    Thomas Stein

    12 months ago #

    Hi Joei,

    Can you tell me about use cases where customers have used mention together with salesforce ?

    • JC

      Joei Chan

      12 months ago #

      Hi Thomas,
      Some of our customers use Mention to track their key accounts or prospects to find out what they are saying online, and to find ways to engage with prospective clients this way. But we don't currently have an integration with salesforce or other CRMs, since Mention is really a tool for listening on a macro/global level instead of on personal/account level.
      Hope it helps!

  • NJ

    Nandini Jammi

    12 months ago #

    Hey Joei,

    Thanks for taking our questions today! I'm curious to know more about how you've aligned sales and marketing. In your opinion, what are the most important steps to build out a bridge between the two? Most critical assets?

    • JC

      Joei Chan

      12 months ago #

      Hi Nandini, thanks for joining me :)
      This is a great question and most companies struggle with that problem, including us. Since salespeople have a clear objective (their sales quota) it's best for marketers to match our activities to their objective.

      So the short answer is - every marketing activity should be tied to a sales objective. How is this helping us generate leads for sales? How is this making it easier for sales reps to close their deals?

      These are questions sales and marketing teams have to address together.

      We work hard to align our teams by creating shared KPIs, or an SLA (service-level agreement). (I wrote about it in this blog post: https://mention.com/blog/smarketing-like-hubspot/)

      For us, we developed ideal buyer profiles, defined scoring for SQLs, and set up KPI tracking to review regularly.

      On an ongoing basis, we test out new ideal buyer profiles(IBPs) and personas to see how well they respond to content. If they convert at a high rate, Sales adds them to the official list of IBPs. As a media monitoring tool company, we were targeting mostly social media marketers in digital marketing agencies before embarking on this Sales-Marketing alignment project. But through testing, we discovered other important personas.

      In the end, it's about having empathy for what the other team cares about and narrowing that gap through listening and working together. Organizing cross-team afterwork activities also helps ;)

      2 Share
  • KP

    Kevin Payne

    12 months ago #

    I'm curious has mention considered creating an agency partner program or running influencer marketing campaigns? I ask because I have seen a trend with a lot of enterprise software companies and influencer marketing platforms adding this as part of their business model. https://databox.com/marketing-agency-partner-programs

  • JC

    Joei Chan

    12 months ago #

    Thank you so much everyone for joining today. I had a lot of fun answering all your interesting questions!
    Tweet me @joeei or email me at joei@mention.com if you want to continue the chat after :)

  • MG

    Matthieu Gauthier

    12 months ago #

    What will content marketing look like in 2020?

    • JC

      Joei Chan

      12 months ago #

      Hey Matthieu,
      Making these predictions are tough! I'd say a lot more targeted, personalized and one-on-one. (think chatbot and AI) This goes along with what I said earlier about fighting the noise of the waves of content produced by brands every day that's drowning us. Instead of attacking the masses, I think marketers will start shifting to creating content with super targeted and specific personas and end-goals in mind.

      And a lot more videos! As a lot of studies show, videos increase engagement and conversion as well as brand affinity. Video optimization features on Facebook/Linkedin/Instagram/Twitter all seem to go in this direction. I've recently shifted my focus from written to video content myself. :)

      If you're interested in content marketing predictions, here's an oldie but a goodie: https://mention.com/blog/content-marketing-predictions-for-2017/

  • JD

    Jen de Robles

    12 months ago #

    Hi. I am doing a workshop on growth hacking and was hoping you would have some ideas on an interactive exercise to do with my students?

  • TS

    Thomas Stein

    12 months ago #

    Btw the following might be of interest for you as I believe you are interested in womens in business :

    https://youtu.be/Mdjc4Hi6PpY

    We will be hosting another of these events in Paris beginning of 2018

  • JP

    John Phamvan

    12 months ago #

    Hi Joei,
    What tools are you using at Mention for experimentation & analytics right now? Where does your data live?
    What collaboration tools does the team use?

    Thanks!
    John

    • JC

      Joei Chan

      12 months ago #

      Hi John!
      Not sure if you're referring to content or other growth hacking experiments - but the content team mainly uses HubSpot (landing pages, emails, CTAs, lead gen and nurturing) and Google Analytics. For collaboration, we're completely dependant on Slack and Trello! :)

      1 Share
      • JC

        Joei Chan

        12 months ago #

        For growth hacking we rotate and test out different tools. We've used Kameleoon for A/B testing, SpyFu, Moz, SimilarWeb for SEO

      • AA

        Anuj Adhiya

        12 months ago #

        Assuming John was asking about other growth hacking experiments, what tools are used in that case?

  • GH

    Glen Harper

    12 months ago #

    Thanks you for joining us today, Joei.

    You've worked on onboarding emails at Mention.
    Can you talk about any experiments around these that were "aha moments" for you'll?

    • JC

      Joei Chan

      12 months ago #

      My pleasure! Thanks for being here, Glen :)
      I'm not sure I can say there were "aha moments," to be honest. Onboarding emails have been a tricky issue for us, since it involves Product, Marketing, Sales, and the Data Ops teams. We used to send 10-15 onboarding emails depending on user engagement and in multiple languages. So when we wanted to make changes, it took a lot of coordination. There were a lot of challenges including keeping the emails up to date, (if there are product screenshots) making sure they're sent from the right account owner, maintaining a healthy balance of helpful educational tips and upsell/ "take to sales" ratio...
      We've mainly been busy juggling all that.

    • JC

      Joei Chan

      12 months ago #

      Recently we decided to scrap the old onboarding emails all together, and rewrote them from scratch. Now there are less of them, but more up-to-date and performs better in terms of CTR :)

  • TN

    Tri Nguyen

    12 months ago #

    Hey Joei
    Can you talk about what you've learned about optimizing and accelerating what you already have in the middle of the funnel?

    • JC

      Joei Chan

      12 months ago #

      Hi Tri,
      Do you mean optimizing middle of the funnel content? I'd say the key of MOFU content is bridging and connecting what the prospect cares about (their problems and challenges) with your solution. While TOFU content attracts by talking about things that the prospects care about, MOFU content needs to intrigue the prospect to learn more about what you're offering, in a natural way.
      Like content pieces in any part of the funnel, the key is to create content from the perspective of the prospect - what they'd like to read and learn - and not what you'd like to say and sell.

  • MD

    Mark Anthony de Jesus

    12 months ago #

    Hey Joei,
    What is Mention's biggest growth challenge today?
    How are you'll tackling this?

    • JC

      Joei Chan

      12 months ago #

      Hey Mark,
      To give you some context, we get 10K free trial signups every month from search / word-of-mouth and the majority of our new businesses come from converting those free trials. Our blog has a decent readership, and we have a pretty solid lead gen and nurturing strategy that's working.

      But we're an ambitious team - so I'd say our biggest growth challenge is finding the next 10x idea. For the marketing team it'll be a 10x lead gen idea. For the product team it'll be how to build the product to be 10x better than our competitors.

    • JC

      Joei Chan

      12 months ago #

      we're tackling this by allowing - encouraging, even - everyone to share crazy ideas. We actually just started Mention Labs (https://www.linkedin.com/company/11314649/) - an independent entity, created to test ideas and deliver new products. It's created based on one of our company values: #MentionToTheMoon :)

  • FH

    Frank Gabriel Hoces Wulff

    12 months ago #

    Hey Joei
    Awesome you could be live.
    What tools, theories, and best practices would you recommend?

    • JC

      Joei Chan

      12 months ago #

      Hey Frank,
      I recommend this post we recently published about all the latest trends and tips for marketing from the Inbound17 conference: https://mention.com/blog/marketing-experts/
      I had a lot of fun grabbing marketing influencers to do Facebook Lives with and throwing random questions at them, haha. Hope you'll enjoy and learn from it.

    • AA

      Anuj Adhiya

      12 months ago #

      Francis - could you be more specific with respect to tools/theories/best practices - in relation to what?
      Thx

      • FH

        Frank Gabriel Hoces Wulff

        12 months ago #

        Certainly :)
        I was referring to tools that can help create/analyse engaging content e.g. Buzzstream
        theories or guidelines to create great content e.g. Content Marketing Matrix
        And best practices to create content e.g. what works in 2017

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