Deaf baseball player aims for major leagues

A New Jersey teen who helped lead his team to the state playoffs has been awarded a college baseball scholarship. NBC’s Ron Allen reports.

By Craig Stanley
NBC News 


Austin Solecitto is in the middle of a stellar senior year. With the help of his 90 m.p.h. fastball, the left-handed Indian Hills Braves pitcher led his high school baseball team to a 16-6 season and they’re headed to the state playoffs.

The 18-year-old New Jersey native from Franklin Lakes, N.J., has easily become one of the top pitchers in his region, grabbing the attention of scouts across the nation.

While his above-average athletic ability is evident, there is something else about Austin that sets him apart from his peers.


Austin is deaf. He was diagnosed with profound hearing loss at the age of two, after Austin’s parents, John and Gloria Sollecito noticed unusual behavior in their budding toddler.

“I used to think he just didn’t like me, ‘cause I’d call him and he wouldn’t come,” Austin’s father said. “I said, ‘Something’s wrong.’”

Before reaching the age of six, Austin had two implant surgeries to mitigate his hearing loss. Since then, Austin has adapted to his disability by picking up ways to enhance his communication skills, including lip reading and hand signals, especially while playing baseball.

Austin Solecitto says he is a ‘typical average high school guy’ who enjoys pitching.     

“You wouldn’t really know he’s deaf,” said John Sollecito. “People think it’s, you know, a radio thing or he’s listening to an iPod. He’s exceeded my expectations as far as what I envisioned it was going to be like when he grew up.”

Click here to watch the trailer for “I See the Crowd Roar,” a documentary about deaf baseball player William Hoy, who played from 1888 to 1902. 

To compensate for his lack of hearing, Austin wears an external hearing device throughout the day. But it’s not always necessary. Austin says the ability to disable the hearing aid when pitching on the mound has ironically proven to be great advantage on the diamond.

“When I don’t hear anybody — the other team or the parents — I can just focus that much easier on just hitting my spots,” he said. The focus pays off – according to ESPN, Austin achieved 67 strikeouts during the 2012 season.  

That ability to focus, added Austin’s baseball coach George Hill, is an integral part of Austin’s aptitude.

“I think that is probably his biggest asset — his composure,” said Hill. “The other team could be yelling, people could be yelling, I could be yelling, and he doesn’t hear you.”

Austin Solecitto’s coach, and his father, describe Austin’s extraordinary dedication and focus.

Austin’s accomplishments on the pitching mound – as well as in the classroom – have paid off. The heavily scouted pitcher, who also maintained a 3.7 GPA this semester, will attend Boston University this fall on a baseball scholarship. These feats come as no surprise to those closest to Austin.

“He’s been through a lot with his disability,” his brother, Mark, said. “Some things don’t come easy or as easily to him, so I think what that’s taught him is to stick with it and really persevere. I think that’s where he gets his determination from.”

Austin says he is just doing what comes naturally to him.

“I kind of think my deafness is overblown,” he said. “To me it’s no big deal, like, I just feel like any other person out there.”

Now Austin hopes to make into a professional baseball league — a mission that both his father and coach support.

“He’s a very special young man,” Hill said. “We’ll be watching him and supporting him every step of the way.”

 

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The Technology You Need to Fix Dismal Lead-to-Customer Conversion Rates

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Technology. It’s supposed to be a marketer’s friend — the tool that democratizes and empowers marketing everywhere. Except … how often does that happen?

Instead of empowering, it paralyzes. Marketers see all the choices — marketing automation, social media, landing pages, content management systems, pay-per-click platforms, social tracking tools, social publishing tools, social advertising tools, marketing analytics, lead management tools, lead tracking tools — they get overwhelmed, and they freeze or veer off course into a doomed solution.

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PSA testing guidelines: NBC’s Robert Bazell answers readers’ questions

By Robert Bazell, NBC News correspondent


Your comments on my Monday posting about the task force’s recommendations on PSA testing are greatly appreciated. 

They were lively, for the most part civilized, and illustrated the complexity of the subject. As the physician in our “Nightly News” report said, “This has been one of the most gut-wrenching aspects of medicine.”

In response to what many people said I want to repeat that these are recommendations made for the entire population based on what the panel sees as the best evidence.  They are intended to serve as a starting point for a conversation between a man and his physician. They are not an absolute declaration about what any one person should do about his health care.

To answer some questions that were raised:

  • Some people asked about how the guidelines apply to younger men.  There were no specific recommendations for younger men.  The two big studies of the efficacy of routine testing were done in men in their 50s, 60s and 70s.
  • Some asked about guidelines on what to if prostate cancer is detected.  The task force did not discuss that issue.  The panel certainly made no recommendation against treatment.  But its mandate was to assess the utility of routine screening of healthy men.
  • As for the question of whether prostate cancer is potentially life threatening, despite Gleason scores and other methods for staging prostate cancer, the issue remains difficult.  Much research is being directed at trying to find a molecular marker that would indicate which prostate cancer poses the greatest threat.
  • Others asked why false positives are a bad thing.  False positives — or in the case of the PSA test even some not-false positives — can lead to unnecessary treatment, which can have serious side effects.

Click here to read Robert Bazell’s earlier piece about the PSA test guidelines. 


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Why Purchasing Email Lists Is Always a Bad Idea

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You need people to email, and you need them quickly. Oh, and if you could make them pretty cheap, that’d be great, too.

That’s the mindset many marketers find themselves in when they’re on the phone with a list-purchasing company. Acting on that moment of desperation, however, will cause them more long-term (and short-term) harm than good. Continue reading

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Egypt’s elections: A struggle between secularism and political Islam — and how it may transform the Middle East

CAIRO — The upcoming Egyptian elections have the potential to not only change Egypt, but the entire Middle East. There’s a strong possibility that decades of American policy in the region can be overturned.  The elections have huge implications for the United States and even bigger ones for Israel.  War and peace may be in the balance. 

Here in our Cairo bureau as I listen to the boats float by on the Nile blasting music as revelers enjoy the city before it’s clogged by voting with checkpoints, there’s talk that this could be a moment like 1979 in Iran, a possible 180-degree shift for the country and the Middle East.  I’ll start at what’s immediately coming up.

On Wednesday and Thursday, Egyptians go to polls to elect a new president.  First off, that’s big statement in itself.  Egypt hasn’t elected a truly democratic leader in its 5,000 years of recorded history.  This is the land of the pharaohs, the undisputed and often tyrannical God-kings.  Then it was the land of the Romans, sultans, Mamluks, Khedives, kings, European-dominated governments and finally military rulers. 

There are five main candidates who have a chance of winning the election.  Egypt has a presidential system.  The president runs the state.  Who the president is matters profoundly.  In no particular order, the candidates are:

 Mohammed Musri: Mursi is a leading member of the Muslim Brotherhood.  The Muslim Brotherhood, or the Brotherhood for short, is an Islamic group founded in Egypt in 1928.  It has been pursuing a secret campaign to take over the government since its creation.  The Brotherhood wants a state that is modern, powerful, technologically advanced and Islamic.  The Brotherhood is not the Taliban.  It does not want to ban music and pull girls from school, but it does believe that Islam must be the core of politics and society.  The Brotherhood’s slogan has long been “Islam is the solution.”  In practice that means, if there’s poverty, the Brotherhood will look to Islamic principles of helping the poor to solve them.  The Muslim Prophet Mohammed was a big believer in charity and firmly established helping those in need as a basis of the religion. If there’s disease, the Brotherhood sees Islam and its traditions as having a solution to that too.  In questions of war and peace, the Brotherhood will study Islam and its history to determine if a potential conflict is just and warranted.  For the Brotherhood, Islam is always the solution.  It’s Islam uber alles.  The Brotherhood is a politically astute group.  It is calculating and slow moving, believing that the best way to gain power is by gradually winning political and social influence.  The Brotherhood is the grandfather of nearly all Islamic movements.  It is the mothership from which smaller, often more radical groups were born.  Hamas in Gaza, for example, is a faction of the Brotherhood.   The Brotherhood is also rich.  Its finances are murky and secretive.  The group has wealthy donors, especially in the Sunni Arab Gulf states. 

According to some estimates, the Brotherhood has a million activists in Egypt.  Mursi is the official brotherhood candidate, but would likely end up as the group’s “face man.”  Mursi is not charismatic.  He’s not a dynamic speaker.  He wasn’t the Brotherhood’s first choice.  The group initially wanted its powerful money man Khairat al-Shater, a business tycoon who manages the group’s wealth, to be its candidate, but he was disqualified on account of his prison record.  Egypt’s military-backed presidents, including Hosni Mubarak, imprisoned many Brotherhood members, seeing the group as its biggest existential threat.  Analysts say Shater, the Brotherhood’s supreme guide, and its leadership committee would end up being the real force behind Mursi, pulling the strings. Right after the revolution that toppled Mubarak, the Brotherhood said it would not present a candidate for president, but then broke its promise.  A Brotherhood victory would be a total about-face for Egypt.  Since the late president Anwar Sadat, Egypt has pursued a largely pro-American, Western-leaning policy.  Egypt has maintained a peace treaty with Israel since March 1979, following the Camp David accords.  The Brotherhood has already threatened to cancel the peace treaty if the United States stops providing the $2.1 billion of military and development aid Egypt has received annually since 1982.  The Brotherhood now talks publicly about maintaining good relations with the United States, but at its core the group is not pro-American.  The Brotherhood is actively anti-Israel.  Egypt’s long-term relations with United States and short-term relations with Israel could be at risk if Mursi becomes president.  Egypt is the biggest country in the Middle East.  So goes Egypt, so goes the region.  A dramatic shift in Egypt’s alignment would have global implications.

Abdel Monein Abu al-Fotouh.  Al-Fotouh was a member of the Muslm Brotherhood for decades.  He’s a devoted Islamist.  In fact, he was once of member of the even more radical Gamaa Islamiya (Islamic Group), the same organization of Sheikh Omar Abdel Rahman, the blind cleric imprisoned in the United States for masterminding the first attack on New York’s World Trade Center in 1993.  Al-Fotouh left the Gamaa Islamiya for the Brotherhood.  He then broke from the Brotherhood after the Tahrir Square revolution.  The Brotherhood promised at the time not to run a presidential candidate.  Al-Fotouh disagreed and launched his own campaign.  His disobedience to the Brotherhood’s orders infuriated group’s tightly controlled hierarchy and Al-Fotouh was expelled from the Brotherhood.  Since the revolution, Al-Fotouh has been trying to appeal to Egypt’s liberals and secularists.  He says he’s still a member of the Brotherhood at heart, but wants a state where religion doesn’t drive all policy.  It’s possible Al-Fotouh has a change of heart.  Many of the Tahrir Square revolutionaries are taking al-Fotouh at his word.  But is he really different, or just changing his tune to appeal to a broader base?   Al-Fotouh, like Mursi, speaks about maintaining good relations with world powers, including the United States.  During his campaign, however, Al-Fotouh called Israel “an enemy state.”  Al-Fotouh is also now backed by hardline Islamists known as Salafists who want to live in a society modeled on the life of the Prophet Mohammed in the 7th century.  The Salafists – many of them still followers of al-Fotouh’s old group, the Gamaa Islamiya —  want to roll back rights for woman and Christians. Critics say al-Fotouh is trying to be a candidate for everyone, telling revolutionaries and secularists he’s become one of them, while also appealing hardcore Islamists. He has tried to appeal to Christians and women by promising that he will consider appointing one of them vice president should he win. A victory for al-Fotouh would be a win for Islamists.  Is he still member of the Muslim brotherhood in disguise?  Would he make peace with the Brotherhood and return to their fold if he became president?  Al-Fotouh likes to say Turkey is example Egypt could follow with an Islamist leader, but without Islamic fundamentalists deciding how people should live their daily lives.  Critics say its sounds good, but that Egyptian Islamists are much more radical than their Turkish counterparts and that it’s hard to imagine that after decades as a dedicated member of the Brotherhood that al-Fotouh could really have changed fundamentally.  The questions about al-Fotouh’s true beliefs are unlikely to become clear unless he wins the election. 

Video: A new role for women in post-Mubarak Egypt

 

Amer Moussa: Moussa is the 76-year-old former Egyptian foreign minister and secretary general of the Cairo-based Arab League.  He is a seasoned and internationally respected statesman.  He’s well known and generally popular in Washington.  Moussa is presenting himself as a steady hand, the candidate who can maintain Egypt’s international relations and not drive the country into isolation or deep into the fold of the Muslim world.  Moussa has said publicly he has no intention of changing or eradicating the Camp David accords with Israel.  He is dedicated to close ties with the United States.  Moussa’s main problem is his association with the former Mubarak regime.  Even though he wasn’t involved in the crackdown and killing of activists during the revolution, he was a key Mubarak associate for decades.  Critics call Moussa part of the “fulool,” a word that meansremnants.”  It is a disparaging term.  It is almost like rubbish or trash.  Critics say Moussa is just another fulool of the Mubarak regime that the revolution swept away.  Moussa’s biggest rivals are the Islamic candidates Mursi and al-Fotouh.  Moussa’s Islamist opponents have tried to depict him as a drinker who is close to Israel and the United StatesMoussa believes Egypt is at a crossroads and that voters can pick him to promote stability or Islamists to change the country’s course in a precarious new direction.

Ahmed Shafiq: Shafiq is the ultimate “fulool” candidate.  He was the last prime minister appointed by Mubarak.  Shafiq was, like Mubarak, an air force commander.  Shafiq still defends Mubarak.  Shafiq is presenting himself as “Mr. Security.”  After the revolution Egyptian police were discredited.  They were seen as the henchmen of the Mubarak regime.  For the past year, the police have largely been absent from the streets.  With the police gone, murder, rape, kidnappings, car-jackings and antiquities’ theft have all risen dramatically.  Shafiq says he’ll restore order in 24 hours.  He’s the strongman candidate.  His message appeals to some Egyptians fed up with the deteriorating security situation.  Critics say the revolution replaced one dictator in Mubarak and that electing Shafiq would simply be bringing in another one.

Hamdeen Sabahi.  Hamdeen Sabahi is popularist.  He appeals to the country’s poor.  Economically, Sabahi is a socialist who sees Egypt’s greatest strength as its legions of rural and urban poor.  Politically, Sabahi is a Nasserist, or a follower of the tradition of the late Egyptian president Gamal Abdel Nasser.  Nasser was a champion of Arab unity and a believer in pan-Arab power.  Nasser firmly believed that if Arabs were to unite, they could become a powerful economic and political bloc that could break free of a Middle East many Egyptians see as dominated by American and Israeli interests.  Nasser was no friend of the United States.  He aligned Egypt with the communist Soviet Union and launched a failed war against Israel.  When Nasser died, his successor Anwar Sadat re-orientated Egypt’s economic and politics policies by building close ties with Washington and forging a peace treaty with Israel.  Sabahi’s victory could mean that Egypt’s four-decade-long Western orientation would shift again, reverting to a populist form of pan-Arabism.   Sabahi has had a recent surge in popularity and was recently supported by 400 famous Egyptian actors, artists, writers and journalists.

On the first anniversary of the uprising that toppled Hosni Mubarak’s regime, hundreds of thousands poured into the revolution’s symbolic center, Cairo’s Tahrir Square. NBC’s Ayman Mohyeldin reports.

The likely outcome
What’s likely to happen?  None of the five candidates are likely to win an outright majority when voting closes at 8 p.m. Cairo time on Thursday evening.  To win, a candidate needs more than 50 percent of the votes.  It’s widely expected, however, that each of the five leading candidates will win between 10 to 30 percent of the vote.  Mursi for example could win 20-25 percent, Moussa might take another 20 percent, Al-Fotouh perhaps 20 percent and so on.  Since none of the candidates would have the more than the fifty percent needed for a victory, there would be a run-off. 

The run-off would work as follows:  The two candidates with the highest number of votes — say Mursi with 25 percent and perhaps Moussa or al-Fotouh or Sabahi with another 20 percent or so – would face each other.  The run-off election would take place on June 16-17.  The winner of the runoff would become Egypt’s next president, starting his four-year term starting on June 30.  Once the new president assumes office, the military council – the leadership committee of generals that has been administering Egypt since the revolution – would dissolve.  Egypt’s first democratically elected president in its history would then run the country and its powerful, US-armed military.

Who’s winning?
Opinion polls have been all over the map.  Many polls put Moussa ahead.  The Brotherhood says Mursi is in the lead.  The polls do not seem reliable.  Political analysts I’ve spoken to believe Mursi, even though he’s uncharismatic, is likely to win enough votes to secure a place in the run-off.  After all, the Brotherhood has a million activists get out the vote, a grassroots support base that’s unmatched by any other candidate.  The run-off, according to some analysts, would therefore be between the Brotherhood’s Mursi and someone else.  It’s anyone’s guess who that someone else might be.  That’s when Egyptians’ will have to make an incredibly important choice.  Assuming Mursi is a candidate in the run-off, analysts say the tale of the tape might be like this.

If the run off is between the Brotherhood’s Mursi vs Amer Moussa or Ahmed Shafiq, analysts predict Mursi would win.  Moussa and Shafiq would simply be too “fulool,” not different enough from Mubarak.  It’s possible, however, the voters could have a change of heart and vote for the promise of stability over the certainty of change.  It’s very hard to predict. 

If the match up, however, is Mursi vs al-Fotouh or Sabahi, analysts say it’s likely Mursi would lose.  The Brotherhood already controls parliament and voters might fear giving the long-banned group too much power.  Again, no one really knows.  What’s certain is that this is a critical time for Egypt, the Arab world, Israel and the United States.  Egypt is at a crossroads.  The path Egyptians chose is important.  Egypt is the most populous Arab nation, the seat of Sunni Islamic doctrine and has tremendous political, religious and social influence on the rest of the region.  For better or worse, it will lead the rest of the Middle East by example.  So goes Egypt, so goes the region.

Read more on Egypt from NBC correspondents

 

More world news from msnbc.com and NBC News:

Follow us on Twitter: @msnbc_world

 

Richard Engel is Chief Foreign Correspondent of NBC News

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Freemium Pricing for SaaS: Optimizing Paid Conversion Upgrades

The following is a guest post by Rishi Shah, Co-Founder of Digioh and 500 Startups Mentor. Join his newsletter and get his eBook “10 Paying Customers in 10 Days” for free.

I’ve been building a new product and I’m almost ready to launch it. However, I’m having a really hard time figuring out the right pricing structure so I’m going to analyze my favorite Freemium SaaS businesses.

Here is what I know I want:

  1. A free plan. Since we are just starting out I really want people to use the product for free (no credit card required). I’m okay with killing off the free plan if it isn’t working economically (existing free users would be grandfathered in).
  2. It is a hosted product so it will be recurring revenue. There will be a monthly fee for the paid packages (with an option to pay yearly upfront for a discount).
  3. Based on many many studies the paid packages will end with a “9″. So the packages will be priced with that in mind (i.e. $11.99, $24.99, etc.)
  4. I want to leverage our free plan to get more referrals. For example the free members can earn more features or storage by referring a friend or posting a status update with our link in it. Pretty much exactly what dropbox and appsumo does.

Questions:

  1. How generous should our Free plan be?
  2. What limits should we place on it?
  3. We need our free plan to be something amazing so people will sign up. However we don’t want it to be so amazing that they don’t ever need to upgrade.

Graph showing the free to paid upgrade sweet spotI decided to take a look at some Freemium SaaS company that I know of and analyzed what I think they did well at.

Screenshot of 37Signals Basecamp

I’m going to start with 37Signals (the godfather of small business SaaS). This was their pricing page before their relaunch. I like how they have the free plan but don’t promote it at all. They don’t mention it on their homepage and it is hidden at the bottom of their pricing page. A few years back they heavily promoted their free plan and said that 98% of all accounts were on the free plan. Check out their call to action on their homepage. They don’t even mention the free plan. They do mention a 30-day free trial though. Basecamp Screenshot Call To Action

Some insights (and assumptions) from 37signals’ pricing strategy:

  • They really focus on getting paid customers.
  • The # of Free-to-Paid Upgrades is probably really low. They probably get most of their paying customers right at sign up which is why they have a 30-day free trial on paid packages and have their call-to action towards paid sign up (not the free plan).
  • I think a great way to launch is having an amazing free plan and once you start getting bigger focus your homepage on the paid signups.

Wufoo Pricing

Wufoo is probably my favorite SaaS business. In a presentation about SaaS he says:” always always display your highest priced package to the left and your cheapest package to the right”. I made this switch for Flying Cartand he was right about it. Here is what I like:

  • Highest priced on the left, the reasoning is customers read from left to right. The $14.95 price tag doesn’t seem so bad when you just read the $199.95 price.
  • The Free plan is perfect. Just enough to start (not super limited) but I am happy to pay once I have a little bit of success. This is what I call investing in your customers.
  • I also like how they have multiple thresholds from the free to the paid plan. Notice how the “Bona Fide” $29.95/mo plan has 5 users and the free plan only has 1 user. If you have 5 users you must be a bigger company and can afford the cost. This also gives a chance for Wufoo to get paid customers right from day #1.
  • I really like how they don’t offer a 30-day free trial. They have a free plan so there is no need to have a free trial as well, allowing them to pull in cash as soon as possible.

Above is a screenshot of the DropBox Pricing Page. They don’t promote the pricing page on the homepage at all.

Here is what I like:

  • Heavily promote their very generous free plan on their homepage – they don’t show any prices, just a video and a download button
  • They leverage their free users to get more customers – amazing referral program. You can earn more space by referring people.
  • Up-sell customers after many months of usage and dependence on their product. I bet they have really good lifetime value on their paid customers.
  • My assumption is that DropBox has an amazing free account to paid account upgrade ratio which is why they focus on getting you to use the product as soon as possible.

Intuit Pricing Screen Shot I’m including Intuit but I really don’t like it at all. This is exactly what I don’t want.

  • Very confusing. Each pricing tier looks like it could be a different product.
  • An Asterisk next to their prices? Are you kidding me. Whenever I see an asterisk I get really scared that the price is going to jump after the first month.
  • The “Try it Free” is an okay call to action. The word “Try” makes me think I’m getting roped into something.
  • The reason I think this works is because they have a really strong brand value. People trust Intuit and they have a solid product for business accounting.

MailChimp Pricing ScreenshotMailChimp is similar to dropbox. They have an amazing free plan.

  • Mailchimp puts a “MailChimp” ad in the footer of the newsletter promoting their services and allowing the end user to earn more credits with them.

Carbonmade Pricing Screen Shot

Carbonmade has one of the most fun pricing pages. Here is what I like:

  • The top package is super cheap. $12/mo – wow. That’s it and I get it all
  • How they display Free vs. Paid. The Paid package seems so much more fun and cool. I feel like a total loser clicking on the “Meh” package. I would rather just pay the $12 and feel better about myself. Other companies do this by highlighting their middle package with a “Best Option” headline.

Screenshot of the Experts Exchange Experts exchangeis a developer focused question and answer service. So if you need a coding question answered you can sign up and a real live person will email you right back. This is sometimes better than Stack Overflow or Quora because at times no one answers your questions. The Experts Exchange isn’t your traditional Freemium business. When you sign up you are signing up to a paid plan (with a 30 day free trial). However when you become a customer you are given the opportunity to answer questions, the more questions you answer the cheaper your member ship becomes. This is a really interesting freemium approach. Their “Free” customers are helping Experts Exchange get paid customers. What I like:

  • The plans get cheaper if you pay for multiple months
  • They allow you to earn Free. It isn’t given.

So what am I going to do?

I’m going to take the best from each one:

  1. Launch a free plan that is amazing. We aren’t the first service that will be doing what we do so we need to go the Mailchimp route.
  2. Allow people to earn more features and storage if they share our service (similar to dropbox)
  3. Make our paid plans feel amazing by adding a fun icon next to them (similar to carbonmade but won’t be as awesome)
  4. Make our highest paid package displayed to the left and offer multiple barriers so we can take payment on day one for bigger companies (similar to wufoo)
  5. Learn from our data after 7 months and either de-emphsize our free plan (like 37Signals) or over emphasize it (like dropbox).

Here is what my current pricing page looks like: Digioh Pricing Page

What do you think of my freemium pricing analysis? Any tips or tactics you’ve learned from your own freemium pricing experience?  


Looking for other startup fanatics?  Request access to the OnStartups LinkedIn Group.  130,000+ members and growing daily.

Oh, and by the way, you should follow me on twitter: @dharmesh.

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SpaceX rocket begins milestone mission to space station

 

What we’re following: 

- SpaceX rocket begins milestone mission to space station

- U.S. envoy to Afghanistan to step down

- Post Office struggles may mean more junk mail

And did you see…

- U.S. ranks #1 in wealth, not in happiness

- Small plane crash lands upside down, pilot survives

- Panel rules no routine PSA tests for men

 

 


 

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The 5-Step Guide to Executing an Outstanding Inbound Marketing Campaign

marketing campaign executionintermediate

We marketers are known for launching and running various campaigns. But like lots of other terms in our industry — ‘engagement,’ ‘brand equity,’ ‘virality’ –  what an inbound marketing campaign actually is sometimes seems like sort of a mystery.

It’s not that it’s a difficult concept — an inbound marketing campaign is simply a concentrated effort to attract leads and customers who are interested in a particular topic, or have a specific need. But it gets complicated in the execution, because inbound marketing campaigns have lots of moving parts that require plenty of forethought and coordination. In other words, if you fly by the seat of your pants, your campaign’s results will suffer accordingly. So whether you’re starting your first campaign or just need a brush up on the basics, follow this simple, 5-step process to execute your next inbound marketing campaign like a pro.

Step 1: Determine Your Offer Mix   

Inbound marketing campaigns are all about creating the right mix of offers. The idea is to create a number of pieces of valuable content that you anticipate will drive conversions. If this is your first campaign, I’d recommend starting with around 4-5 different offers of varying formats. Remember, you can always scale this up if you need to.

For example, HubSpot recently announced a brand new email tool. In anticipation of the launch, we wanted to raise awareness about how to build the right sort of email strategy that adds value for recipients rather than interrupts them. We also wanted to give people the chance to check out the new tools themselves and ask any questions they might have about them. So naturally, we wanted our offer mix to reflect those two goals. Some of the offers were more “top of the funnel” in nature — meaning they were more educational and discussed email strategy and concepts. Others were more “middle of the funnel” — better suited for individuals who were interested in learning about the email marketing software itself. Here are some of the offers we chose to include in our email campaign to achieve that balance:

Each of the offers had a unique value proposition but were tied together by a unifying theme — creating an email marketing strategy people love that simultaneously helps you achieve your goals with an email marketing program. As part of your own inbound marketing campaign, all of your offers should do this, too. And of course, each offer should have its own landing page so you can track the conversion of your offers over time!

What to Measure: Downloads, registrations, new leads, and eventually, the number of customers those offers generated

Step 2: Set a Timeline and Goals

The timeline will be unique for every campaign, but think about how to spread out your mix of offers to maximize their impact without having them run so long that the overall theme is diluted. A more complex topic may take longer than a straightforward campaign. As a rule of thumb, however, campaigns typically run anywhere from 30 to 90 days, with offers spread throughout. 

Setting goals is easiest if you’ve already got benchmarks. Once you know your offer mix, try to find similar offers in your marketing history to compare each against. In the case of the intermediate email marketing guide, for example, we looked to see how many leads our introductory guide had generated and how many leads other ebooks on similar topics had generated. We then used those metrics to set benchmarks for this campaign. By adding up the unique leads, submissions, and customers generated by past campaigns, we got a framework for how to measure the whole campaign.  

In addition to metrics directly tied to your set of offers (downloads, registrations, etc.), you may also want to add some complementary goals. As part of the HubSpot email campaign, we wanted to increase awareness about our new email software. For that, we planned to also measure the number of media mentions and external content created around the launch. 

What to Measure: Keep an eye on your benchmarks; if a given offer doesn’t meet your expectations for submissions or new leads, you may need to redirect your efforts or add in an additional offer mid-stream. By measuring throughout your campaign timeframe, you will ensure that you don’t fall too far behind.

Tip for HubSpot Customers: Bookmarking a goal in HubSpot’s Landing Page Analytics Report

 

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Step 3: Drive Traffic 

To support your campaign and drive traffic to your offers, give the rest of your communication channels an editorial tilt toward your campaign.  

  • Blog: Dedicate a percentage of your blog posts to the topic your campaign covers. Include internal links to the offers where appropriate, and keep track of the traction those posts get.  
  • Social Media: Post teasers to your ebooks and other offers to your social media channels, and join existing conversations on other blogs and forums. Try not to post the same content again and again; rather, mix up the content and offer different angles.  
  • Email: Launch some of your offers with an introductory email, but don’t just blast a general email to your full list. Make sure your list is segmented to include people who are most likely to be interested in the topic or content. Save some of your offers for lead nurturing campaigns, which we’ll discuss more in the next section.
  • Pay-Per-Click Ads: If you have the budget, paid search ads (PPC) aren’t a bad way to drive traffic to your offers. Just make sure that what you’re offering provides value and matches the message in your ads. 

What to Measure: Click-throughs to your offers, conversions, content sharing (retweets, “likes,” re-posts)

Step 4: Nurture Your Leads

The cardinal rule of inbound marketing is to provide value, not high-pressured sales pitches. Just because someone converts on one offer in your campaign doesn’t mean they’re ready to make a purchasing decision. Use a series of related emails to incrementally give your leads more and more information, and to nurture them through the sales funnel. As your lead becomes more engaged in the content and opts to download additional offers, start to introduce them to your product or service. If they aren’t interested, don’t push a sales call on them. If they do continue to click through on your emails and convert on your offers, they may be ready to hear more. Lead nurturing tools make it easier to automate and scale this practice, but if you’re a small enough business, it’s something you can do on your own. We’ve written an introductory ebook about lead nurturing that you can download for more information about managing lead nurturing.

What to Measure: Watch that the click-through rates of your lead nurturing campaigns don’t fall below 5%. If they do, your offer may not be sticky enough or you may have pushed a sale too early.  

 

lead nurturing


Step 5: Close Your Campaign & Report On It

At the end of the day, there are a few metrics that are truly central to the success your campaign. When your campaign period comes to a close, it’s a good idea to report on the following:

  • Views: Measuring the number of views will give you a sense of how effective your promotion was. If your conversion rate was high, but views were low, you need to evaluate and improve upon your promotion channels and strategy.
  • New Leads: New leads are critical to your sales team and therefore central to any B2B campaign. New leads are a sign that you’re tapping into a market that you haven’t hit before, and that the content was valuable in attracting people to your company.
  • Total Submissions: Don’t dismiss submissions from existing leads. They are another point of engagement, and they give you further indication of what your leads are interested in. 
  • New Customers: Obviously, the number of customers your campaign generates is a critical metric. While you often can’t measure this fully until some time has passed, it is especially interesting to measure which campaigns brought in actual customers compared to just leads.  

Here’s an example of campaign metrics in one of HubSpot’s analytics reports. In it, you can see how each offer (color coded) contributed to the core metrics.

 

LPA campaign view

 

As an inbound marketing software company, HubSpot creates a number of content offers throughout the year, but we only run a few campaigns. That’s because concentrated campaigns require efforts from of every member of your team — from your bloggers, to your email marketers, to your sales reps. Your entire company should be aware of the campaign and ready to contribute to it.

Have you launched and run concentrated campaigns for your company? What lessons have you learned?

Image credit: Tamsin Slater

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Neil Gaiman – The Best Commencement Speech You May Ever Hear (20 Minutes)

This will be a short post as, sometimes, brevity counts. I want to let Neil Gaiman speak in this instance. Neil is one of my favorite authors, and I first became fascinated by his imagination with The Sandman comics in the 90′s. So much so, in fact, that I imported The Sandman from different countries to help me learn languages.


The Sandman from Brazil. Wonderful for studying Portuguese, as I have identical English editions.

My love for his work grew from there. From Anansi Boys (my favorite audiobook of all time) to Neverwhere, the list of favorites is long.

The above commencement speech, mandatory listening for anyone who hopes to be creatively successful, is right up there with Steve Jobs’ 2005 Stanford commencement speech, which I’ve embedded below. I’d love to hear your thoughts in the comments on either, as well as links to any favorite speeches of your own.

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FAQ about the new PSA test recommendations

A federal panel issued a grade of ‘D’ to the commonly used prostate cancer screening test, concluding that it does more harm than good. But the American Urological Association disagrees. NBC’s Robert Bazell reports.

By Robert Bazell
NBC News 

Today a federal health panel issued a report stating that routine screening for prostate cancer may lead to more problems for men than it’s worth, including over-treatment, complications and side-effects, even as many cancer survivors say the prostate-specific antigen (PSA) blood test saved their lives. 

For those who want more information on today’s decision, I’ve posted answers to some of the most frequent questions I’ve encountered while reporting the story. If you have a question that isn’t answered below, ask it in the comment section, or visit my Facebook page. We will accommodate as many questions as possible and post the answers later this week. 

What is this panel that made the recommendation about the PSA test?
This answer can be found on the panel’s website: Created in 1984, the U.S. Preventive Services Task Force (USPSTF or Task Force) is an independent group of national experts in prevention and evidence-based medicine that works to improve the health of all Americans by making evidence-based recommendations about clinical preventive services such as screenings, counseling services, or preventive medications. The USPSTF is made up of 16 volunteer members who come from the fields of preventive medicine and primary care, including internal medicine, family medicine, pediatrics, behavioral health, obstetrics/gynecology, and nursing. All members volunteer their time to serve on the USPSTF, and most are practicing clinicians.

Do the recommendations have the force of law?
No.  Though the USPTF is financed by the federal government, no federal agency, private insurer, or medical provider is required to follow the recommendations.

Why did the panel give a ‘D’ grade to the PSA blood test?
The panel concluded that on the basis of available evidence, the harms of routine use of the test to detect the possibility of prostate cancer in men outweigh the benefits. It gave the PSA test a ‘D’ grade.

What does this mean about my individual medical care?
The panel and almost all experts say the decision of whether a man should have the test should follow a conversation between the man and his doctor.  The panel’s summary of evidence is intended as a starting point for that conversation.

How could a test for a common cancer end up being not recommended?
The heart of that answer is that prostate cancer is very different from other cancers.  In some cases it can be a killer.  But very commonly men have it and it is no threat to their lives.  Doctors have little ability to differentiate between the two kinds.  The panel found that 90 percent of Americans who are diagnosed (more than 240,000 this year) end up being treated with surgery, radiation, hormones or a combination.  The reason for that is that when patients and doctors hear the world “cancer,” they often believe they have a life-threatening illness that must be treated immediately.  But treatment often causes serious side effects, so millions of men have been treated who would have lived long, healthy lives without any treatment.

But I got a PSA test, then a biopsy and then treatment and I believe the sequence of events saved my life?
It may be true. Millions believe that, but in most individual cases there is no way to know what would have happened if you did not get treatment. The panel’s conclusions are based on studies of populations, not on individual cases.

Hasn’t the death rate from prostate cancer fallen since the introduction of the PSA test?
It has and most experts believe the PSA test has played a big role.  But the questions is whether that drop in the death rate is worth all the men who the statistics show have gotten unnecessary treatment.

Wouldn’t the solution be for men to get tested and wait to see if they actually need treatment?
Many experts advocate such an approach which used to be called “watchful waiting” and is now called “active surveillance.”  The problem is that experience has shown that the word “cancer” causes such anxiety that many men will not wait.  Also doctors are often trained to – and benefit financially from – performing procedures.

More information can be found in the following links to papers published today in the Annals of Internal Medicine.  The first is a summary for patients.  The second is the entire report from the task force.  The third is an article supporting the recommendations.  The fourth is an article opposing them.  

Summary for patients: http://www.annals.org/content/early/2012/05/21/0003-4819-157-2-201207170-00464.full.pdf+html

Screening for Prostate Cancer: U.S. Preventive Services Task Force Recommendation Statement: http://www.annals.org/content/early/2012/05/21/0003-4819-157-2-201207170-00459 

Prostate Cancer Screening: What We Know, Don’t Know, and Believe
http://www.annals.org/content/early/2012/05/21/0003-4819-157-2-201207170-00460 

What the U.S. Preventive Services Task Force Missed in Its Prostate Cancer Screening Recommendation
http://www.annals.org/content/early/2012/05/21/0003-4819-157-2-201207170-00463 

 

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7 Secrets to Outsourcing a Killer Content Creation Team

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This is a guest post from Steve Lazuka, founder of Interact Media, the software development firm behind the Zerys Content Marketplace and question-and-answer website, YoExpert.

If you read this blog regularly, you understand the impact inbound marketing and, more specifically, content creation have on a business’ lead generation and customer acquisition efforts. Continue reading

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