Marketing data & best practices

Meet the Boingnet Team: Get to Know Chas

Final Graphic 2  Meet the Boingnet Team: Get to Know Chas

Meet Charles “Chas” Rubino, a Business Development Evangelist at Boingnet. A dedicated member of the Boingnet team, Chas is looking forward to a great 2015 for work and in his personal life. Read more to learn about Chas’ love for outdoor sports, his favorite places to go around the South Shore and see why he plans to wear more Hawaiian shirts in 2015.


Chas Picture  Meet the Boingnet Team: Get to Know Chas

How did you get started working for Boingnet and what is your role? 

I was recruited to work at Boingnet while I was working at a local Marketing Agency where I was using different marketing automation solutions. I had some expertise in marketing automation, something that our CEO Dennis Kelly strongly believed would be beneficial for a position in business development. So as a Business Development Evangelist at Boingnet I am in charge of a lot of the day-to-day inbound and outbound sales activities. What’s unique about my evangelist role is that I can speak with authority and offer advice to our clients because I have been in their shoes at one point or another.


What do you like best about your Business Development role at Boingnet?

I really enjoy engaging with people, starting a conversation and eventually getting to the point where they are running successful marketing campaigns. It’s great to see a project through from conception to completion. I enjoy the whole process- brainstorming and strategy to the deployment of different Boingnet campaigns.


What are you most excited about for the company in 2015?

I am looking forward to watching the company grow in a number of ways. It’s always exciting being here and watching the product grow, as we are constantly building out different software features. I love using our software on a daily basis and testing it on my own business development campaigns. I’m excited to watch our company grow in size of employees and to acquire new customers.


Speaking of the New Year, do you have a New Year’s resolution for 2015?

Well, every New Year’s day my friends and I do a charity polar plunge and jump into the ocean. Since we are in the Boston area, it is always so cold and the water is freezing. Our tradition is to wear Hawaiian shirts to the after-party of the plunge. From this, we decided that our New Year’s resolution is to wear more Hawaiian shirts in 2015. And of course, health, wealth and happiness.


What are your favorite interests outside of work?

My favorite interests are mostly sports and anything outdoor related. I coach lacrosse for a club program year round and I coach my former High School lacrosse team in the spring. As far as outdoor sports go, some of my favorite things to do are ski during the winter and then surf, boat and fish in the summer. I also enjoy following all of the Boston sports teams.


If you had to pick one, what is your favorite Boston Sports team?

I would have to go with the New England Patriots because I find football to be the most enjoyable to watch. But next would be the Celtics and the Red Sox.


Where can we find you on the weekends in the winter?

If I have the time I like to go up to my friends condo at Loon Mountain in New Hampshire. If not, you can probably find me spending time with friends in the South Shore or coaching lacrosse.


What’s your favorite place to hang out with friends around the South Shore?

Since I am from Scituate, I love going to TKO Malley’s – that’s kind of everyone’s favorite spot around town. For going out to dinner I enjoy Riva and a new place called The Galley.


If you could only eat one food for the rest of your life what would it be and why?

I think that would be a 50-50 fight between pasta and pizza. I don’t think I have ever been sick of either pasta or pizza and I’m always happy to have either when anyone suggests it. Already I probably eat pasta twice during the week and pizza at least once over the weekend.


What’s one important thing you have learned so far working at Boingnet?

Software. I had only worked with software from a user’s perspective in the past. Now I can confidently tell people about our “Robust API” (Company Joke).


What do you think are some of the keys for a successful career at a startup company?

I guess the biggest thing is that everyone needs to work together and be on the same page to help each other and the company grow. It is important to have the ability to take a step back, look at what’s been done and adapt if necessary. In a startup, you are literally creating the process.

Top 5 Ways Mobile Content Marketing Will Evolve in 2015

The Mobile Content Marketing Revolution

 Mobile Content Marketing Image 300x300 Top 5 Ways Mobile Content Marketing Will Evolve in 2015It’s Unanimous – Content Marketing was the marketing buzzword phrase of 2014 and mobile content marketing will lead in 2015. According to the latest research from Content Marketing Institute,  77% of B2C and 86% of B2B organizations are using content marketing and 69% of B2C and 70% of B2B marketers are creating more content than they did one year ago. Companies overwhelmingly made content marketing a priority in 2014 – and the research proves that content marketing isn’t going away any time soon.

With everyone doing it, how does a business stand out from the crowd? The key will be how effectively they plan their content marketing strategy in 2015. Over the past month, marketing experts have revealed the biggest marketing trends they expect to see in 2015, from digital, social media, and content marketing.  Out of these predictions, the two biggest takeaways we found are:

Content marketing will continue to be a huge initiative in 2015, and

Marketers need to make mobile marketing a priority

As businesses focus on creating a more effective content plan for 2015, we believe that the most important part of this strategy will be how to optimize content marketing for the growing mobile world. We are eager see what mobile trends will emerge in 2015 and how marketing will continue to adapt and grow to take advantage of them.


Mobile + Content Marketing = The Future

Mobile Content Marketing Boingnet  Top 5 Ways Mobile Content Marketing Will Evolve in 2015While you may have avoided the Black Friday shopping madness this year, odds are you found yourself shopping online at some point on Cyber Monday. And why not? You were hit with great deals in your email inbox and from ads on the websites and social media pages that you visit every day. What came out of the Black Friday/Cyber Monday craziness (besides the awesome deals of course) was the prevalence of mobile use, as data from IBM revealed that 41% of Cyber Monday online retail traffic in the US came from smartphones and tablets. Even Black Friday online sales grew dramatically, with smartphones driving 34.7 percent of all the day’s online traffic. As researchers predict that mobile online shopping this holiday season will be at an all time high, how are businesses adapting to this shift to a mobile world?

Let’s look at the facts. According to Exact Target’s Mobile Behavior Report of 2014, consumers consider mobile an essential component of their every day lives and the average person spends around 3 hours a day on their smartphones and tablets. Furthermore, the top three activities on mobile devices are email, texting and online search. Since consumers are becoming more dependent on mobile, it’s now up to businesses to take advantage of mobile marketing. As companies start to plan their 2015 marketing strategy, they need to understand that mobile comes first. Thus, we think that the future of marketing in 2015 is to optimize mobile content marketing. Here are our predictions on how mobile content marketing will evolve in 2015.

Top 5 Ways Mobile Content Marketing Will Evolve in 2015


1. Personalized and Targeted Mobile Email Marketing

When thinking of marketing for the mobile world, most marketers’ first thoughts will go straight to email marketing. And why wouldn’t they, when research states that consumers still Boingnet Smartphone 262 Top 5 Ways Mobile Content Marketing Will Evolve in 2015prefer to engage with brands via email. In a recent study from Strongview, 61% of the marketers surveyed plan to increase their email marketing budgets for 2015. Consumer and B2B customers now have high expectations that the emails they receive will contain relevant and useful content. This is forcing businesses to evolve by deploying more advanced marketing automation systems that focus on targeting and segmentation as well as an increased focus on user experience.  Since 72% of adults are sending or receiving personal emails via smartphone each week, it’s crucial that brands optimize their marketing emails for mobile use. Email marketing will continue to be one of the strongest campaign channels for B2B and B2C businesses in 2015 and it’s up to marketers to create more targeted and personalized mobile email campaigns.

2. Rise of SMS Marketing

While SMS marketing has had a slow adoption curve, this year there was a greater need to communicate with consumers via the SMS channel. Recent data from eMarketer states there will be over 1.91 billion smartphone users worldwide next year and 2 billion by 2016, and marketers are beginning to understand tTexting Boingnet 262 Top 5 Ways Mobile Content Marketing Will Evolve in 2015he best way to reach the consumer is through mobile marketing. The success of SMS marketing speaks for itself, as 91% of consumers that opted-in to a brand’s SMS texting in 2014 found the communication helpful and useful. Users can receive deals, loyalty rewards and alerts right in their hands while they are on the go or even while shopping in that brand’s store. Communication with the customer is no longer a single channel experience and brands are eager to increase customer reach across a variety of mobile channels. As more advanced SMS marketing evolves in 2015, marketers will take advantage of the SMS channel as a way to deliver thoughtful content straight to the consumer.

3. Prioritizing Mobile Responsive Design

Responsive design icon1 Top 5 Ways Mobile Content Marketing Will Evolve in 2015Marketers can all agree – a customer’s overall brand experience is undeniably intertwined with its digital marketing. Consumers today have high expectations for how they interact and communicate with brands. With this in mind, companies in 2014 that focused on how consumers were engaging with their brand successfully implemented responsive websites and email campaigns optimized for the mobile user. Plus, since mobile friendly websites increase Google search results, responsive design was crucial for both B2C and B2B companies in 2014. Looking ahead to next year, businesses will need to understand that mobile responsive design is a key component of the overall user experience, as 83% of consumers expect a seamless experience across all their devices. But responsive design goes beyond just a mobile friendly website. Businesses must deliver responsive emails and landing pages with relevant content in order to keep consumers engaged with their product across all channels. In 2015 mobile responsive design will become an even more crucial tool in the marketing toolkit.

4. Optimize Social Media For Mobile

As marketers everywhere know, it is essential for businesses to communicate with potential leads and existing customers across a wide variety of marketing channels. Social media sMobile Phone 262 Top 5 Ways Mobile Content Marketing Will Evolve in 2015tands out as a unique platform where B2B and B2C marketing teams can distribute content and immediately track engagement, view results and engage in conversation with customers. According to research from Jeff Bullas, 71% of social media users are accessing this content on a tablet or smartphone. Businesses and brands must put mobile first and should expect that their content will have a mobile viewership. Social media marketing is only on the rise, as companies in 2015 will focus on integrating all aspects of the marketing funnel, from social, mobile to web. Content marketing and social media will only become more intertwined in 2015, and optimizing this content for mobile is mandatory for success.


5. Use of Integrated Cross Channel Automation

Consumers want to be in control. From researching a product online all the way through to the final purchase, customers are driving how they engage with brands. Today, 84% of consumers rely on mobile devices in stores to compare prices,  Top 5 Ways Mobile Content Marketing Will Evolve in 2015search for discounts and read product reviews. But with effective mobile content marketing, businesses can provide consumers with the right information at the right time to keep their business, all while making them satisfied customers. The key to successful mobile marketing is the use of integrated cross channel automation. Today’s marketing campaigns live across a variety of channels, from email, direct mail and mobile. Automation helps target prospective customers during every stage of the marketing funnel and across all of their preferred channels. As more people will rely on mobile in 2015, it’s imperative that automation platforms work across channels to make mobile a priority and deliver personalized and relevant content straight to the consumer.

How Mobile Content Marketing Works with Boingnet

Heading into 2015, marketers will need to think mobile first. Mobile content marketing is evoboinger4 Top 5 Ways Mobile Content Marketing Will Evolve in 2015lving, and now is the time for businesses to develop an effective content strategy to reach consumers in the mobile world. That’s where Boingnet comes in. Our lightweight marketing automation platform provides agencies and small businesses with the tools to build successful cross-channel mobile marketing campaigns. Boingnet helps marketers create integrated campaigns with drip marketing and lead nurturing capabilities that run across email, direct mail and SMS. With responsive landing pages, microsites and QR codes, every Boingnet campaign is optimized for mobile. Our campaigns are lightweight, meaning they are fast to set up, easy to use and affordable for SMBs and Agencies that support them. Sign up for our 60 day no-risk free trial to see how mobile content marketing works with Boingnet.



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Content Marketing for Agencies and Marketing Service Providers

Making Content Marketing Work

Content marketing. Every marketer has an opinion on it. Some say it’s the future of marketing. Some say it doesn’t work. Others see it as the necessary but largely useless filler for any sales-oriented campaign. But what is the truth?

If a company doesn’t do its content right, any of the above could be true. The old formula of good content = good results is no longer applicable. In a marketing world where every company from your neighborhood lemonade stand to Microsoft has a company blog, simply writing an attractive and informative piece does not guarantee readership. In order to really stand out, marketers must combine good content pieces with cutting edge distribution, whether through well-timed drip campaigns, lead nurture campaigns, or social media. Thus, the new content marketing strategy is this: great content + smart distribution = great results.

Screen Shot 2014 11 20 at 11.24.54 PM 300x217 Content Marketing for Agencies and Marketing Service Providers

But before examining the future of content marketing, let’s look at content marketing right now. It is well known that agencies are the best option when it comes to content marketing due to their creative expertise, industry insights, and manpower, and in the past few years, content marketing has very rapidly become a key tool for these marketing agencies representing clients in any industry. Content marketing is a very effective branding tool, and it allows a company to interact with potential clients outside the realm of sales. The money behind content marketing is a testament to its success: companies spent $43.9 million on content marketing last year, and 61% of marketers use content weekly in their campaigns (Social Media Explorer). What these numbers really mean is simple: content marketing is everywhere, so agencies and businesses must stay ahead of the curve to stand out.

Screen Shot 2014 11 14 at 2.39.02 PM 300x66 Content Marketing for Agencies and Marketing Service Providers

Cutting Edge Content Marketing for Agencies and Marketing Service Providers

Traditionally, agencies and MSP’s have viewed content marketing as separate from more direct, sales-oriented marketing efforts. The Internet is full of sites and blogs dedicated to content marketing strategies, but the reality is that a “content marketing strategy” can never stand alone. Content marketing must instead be a piece of a broader marketing strategy, not a separate entity with its own niche strategy. By redefining content marketing as a tool rather than a strategy, marketers are able to distribute content in far more innovative ways. Content is excellent as a compliment to traditional marketing techniques in any sort of campaign.

The goal of any marketing agency or MSP is to represent and improve its clients’ chosen brand image while visibly increasing revenue from sales. Content marketing, as mentioned earlier, is an easy and inexpensive way to develop a consumer’s brand image, but with so much content already out there, it can be difficult for a business to see much tangible value in incorporating content into their marketing strategies. This is the reason why so many businesses turn to agencies to run marketing operations.   They know that agencies have the expertise, creative resources, and industry insights to find a good balance between effective branding and sales revenue. Screen Shot 2014 11 20 at 11.29.33 PM 300x144 Content Marketing for Agencies and Marketing Service ProvidersThus, the agencies that are best able to integrate content marketing with traditional marketing techniques see the best results and the largest revenue streams. This process of combining many marketing techniques across several marketing channels with the goal of touching the consumer in many places at the same time is known as media convergence. Media convergence is a great concept that offers an innovative way to distribute content, but its implementation can be difficult without the proper tactics.

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Content Marketing and Cross Channel Marketing Automation

The best solution to the media convergence implementation dilemma is marketing automation. Marketing automation is software that allows an agency or business to carefully plan and monitor marketing campaigns while simultaneously allowing that campaign to effectively run itself. The clever insertion of content into automated campaigns is excellent for maintaining contact with interested customers who are not yet ready to buy, as well as developing and strengthening brand image with previous customers. To better illustrate this type of campaign, consider the sample campaign below:


A Sample Campaign

The Prancing Pony Steakhouse, a small restaurant chain, has always produced its own content on a blog and distributed it via email, with goals of driving more “special occasion” loyalty for events like birthdays, anniversaries and holidays.   They also hope to develop deeper customer profiles to learn what types of events (cooking classes, wine tastings, etc) their clientele responds best to. After years of unimpressive results from these efforts, the chain’s marketing team decides to contract an agency with experience in building content strategies that use marketing automation to manage & distribute the content for help. The agency, seeing the high quantity content but lackluster results, decides to implement a cross channel, media convergence campaign using a mix of content and traditional marketing techniques. Using a list of past customers compiled by the chain over many years, the agency plans a scheduled drip campaign. Using their marketing automation software, they schedule a series of drips, as well as sets trigger campaigns to go off when a past customer clicks through an email or fills out a landing page form. The opening drip will be sent via mail – the least expensive channel. It will be a newsletter containing interesting and appealing content pieces about the food’s sustainability and healthiness. The email will include a personalized link to a microsite, allowing a given consumer the option to learn more if he so chooses. This content will be developed according to the content strategy and content map that the agency and brand marketers developed.  They will build it from some content internally generated by the brand’s marketers and leadership team, and thought leadership pieces developed by the agency.  Here the agency will use its combination of staff writers and outsourced freelancers who specialize in developing re-usable, web friendly content.  Since the agency has invested in a marketing automation platform designed to accommodate each of its clients, the automation strategy becomes an inherent component of the entire content development process, and the automated campaigns are planned out well in advance.

After the first drip, the automated campaign will have two possible paths. One is the triggered lead nurture campaign, which automatically starts when a customer accesses the microsite from the email. This extra interest designates certain consumers as leads, and initiates a campaign that more directly tries to persuade consumers to stop by for a meal. The second option is a continuation of the drip campaign.   Consumers will continue to receive helpful and interesting content pieces through both email and direct mail, with an occasionally mixed in offer or explicit advertisement. As with the very first drip, when a prospective customer shows interest, she will trigger a personalized lead nurture campaign designed to get her into the restaurant. At the conclusion of the campaign, the chain will have successfully filled its tables through the more effective use of content marketing and marketing automation. To learn more about content marketing in the restaurant industry, click here.

Screen Shot 2014 11 20 at 11.45.27 PM 300x270 Content Marketing for Agencies and Marketing Service ProvidersThis campaign structure allows a business to maintain contact and develop its brand presence with a consumer whether or not the consumer is ready to buy. The slow stream of engaging content will quietly stay in touch with consumers until they reach a high enough interest level to trigger lead nurture campaigns. In turn, the lead nurture campaigns will use their more sales-oriented tone to finally convince consumers to buy. Using content in this way is the most effective means of continued customer engagement, and agencies and MSP’s utilizing marketing automation realize this. And the best part for the agencies is that once the content is written and the drips are scheduled, the network of interrelated campaigns very literally runs itself. Agencies and marketing service providers that can capitalize on this strategy, particularly within the burgeoning small business content marketing space, will see significant revenue increases in coming years.


Boingnet’s Role

And this is where Boingnet comes in. Boingnet is the leading lightweight marketing automation software provider to agencies, marketing service providers and small businesses. Our software combines drip marketing and lead nurturing with landing pages, microsites and direct mail integration into one easy to use platform – perfect for distributing content marketing pieces in cross channel content campaigns.   Boingnet gives agencies and small enterprises the ability to run highly effective, responsive, and personalized campaigns without any help from IT. And on top of all that, our product is extremely affordable. We designed this product for small to mid-sized businesses and their agencies, so we priced it for them too. We are confident that our product is the superior marketing platform for SMBs and their marketing agencies, and we invite you to try our free 60 day trial below.

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DMA 14 – Boingnet Wrap Up

DMA 14 – Lightweight Marketing Automation was a hit!

DMA14 logo DMA 14   Boingnet Wrap Uplogo 2014 2 DMA 14   Boingnet Wrap Up




On October 25th, the Boingnet Team headed to San Diego for the annual DMA 14 marketing conference. Our team was especially looking forward to the event and the opportunity to connect with businesses from around the world (and enjoy some nice San Diego weather!). The conference was very successful, as the DMA membership really connected with our lightweight marketing automation platform, and our booth was one of the most visited at the conference. Here are all the details about Boingnet at the 2014 DMA.

Why Lightweight Marketing Automation & A Fun Booth = Success

Each of the four days were very busy on the trade-show floor as our team took turns talking to prospects and showing demos of our product.  Many people were intrigued buy our tagline “lightweight marketing automation” and were eager to learn about what makes our platform different from other marketing automation companies. When we explained that “Lightweight” means easy to use, fast to set up and affordable for both small businesses and agencies, we got a record number of requests for demonstrations. The audience enjoyed our fun animated videos describing Boingnet and how it works for SMB’s and agencies with our unique white label solution. Everyone noticed that this years audience was more attuned to how marketing technology is critical part of the marketing landscape, which allowed us to better to connect with new leads.

Since our famous Boingnet Ping-Pong balls were a hit at last year’s DMA conference in Chicago, this year we upped the creativity with our take on a beer pong game. And everyone loved it. People that played the game were entered into our GoPro giveaway and sparked a conversation about our marketing platform. Not only was our booth busy the entire day (we didn’t even have time to eat!) but also our team had a blast connecting with prospects. On the last day of the conference, we announced Joseph D’Amato from Gartner as our winner of our GoPro Giveaway. Since he said that if he won he would be his kid’s hero, we were a little extra excited that he won our random drawing. There’s no doubt that marketers like to have fun. Combine a fun booth with a great tagline & product, and you get DMA 14 success.

 Boingnet Product Launch – A Bounce in A New Direction

The most important part of our DMA 14 efforts was the groundbreaking launch of our new marketing automation platform. Our new features are built for SMB’s and Agencies to easily capture, nurture and convert leads across multiple channels. The new Boingnet Drip Nurture Campaigns combine drip marketing with lead nurturing capabilities to ensure more and better qualified leads throughout the sales process. What makes our platform unique is that it is lightweight, meaning it is easy, fast and affordable. At the DMA 14, prospective customers were excited to see a lightweight marketing solution that actually works for SMBs and Agencies, unlike other larger and expensive marketing automation platforms. We understand that marketers today want to simplify the marketing/sales process, and that’s exactly what our updated platform does. Our team successfully launched Boingnet’s new features at the conference and it was exciting to see SMBs and Agencies intrigued by our updated platform.

Thoughts about DMA 14 – From The Team

Here’s what the Boingnet Team had to say about their experience at the DMA 14.

“Attending My First DMA Conference in San Diego this year was a great experience – even though I felt a bit guilty hanging on every word of Magic Johnson’s Keynote speech! Our team met a lot of promising business partners that will help strengthen and grow our network.” Chas Rubino 


“The highlight for me was meeting so many people that expressed interest in learning more about our story. When we’d spend a minute talking about what Lightweight Marketing Automation means, I found that the universal response was an enthusiastic “Right On.” It seems as though there’s a real hunger out there for the power of marketing automation to be delivered in a package that is easy, fast and affordable to implement.”   Dennis Kelly 


“This year’s DMA was especially exciting with the release of our Drip Nurture Campaigns. It was great to connect with SMBs and Agencies that were searching for a marketing platform that can successfully target and nurture leads. Our cross channel platform uses revolutionary drip technology with nurture capabilities to convert those leads into happy, loyal customers.”  Alec Graziano 


Looking Ahead – What To Expect From Boingnet 

As we look forward to the upcoming months, Boingnet is entering an exciting new growth phase. We’ve been working really hard at building out our vision of Lightweight Marketing Automation, and much of the core componentry is in place. The DMA 14 conference reaffirmed that businesses are looking for a platform that is cost effective, easy to use and drives sales. As we roll into 2015, expect to see amazing new ways for marketers and agencies to generate leads, nurture them and turn them into loyal customers using all different channels and means.