How FreshBooks pivoted with COVID-19 ft
Paul Cowan (Inbound Success, Ep. 191) How do you make marketing lemonade out of a pandemic? This week on The Inbound Success Podcast, FreshBooks CMO Paul Cowan explains how the company pivoted when COVID hit, and made use of its proprietary data to create content and insights that drove a new marketing strategy. When Paul joined FreshBooks, he inherited a 45 person marketing team with a strong SEO game. After reorganizing the team, he built on that foundation by adjusting the company's messaging to target an owner/CEO audience, while unearthing new content opportunities within FreshBooks' customer data. Fast forward to 2020, and when COVID hit, the company was ready to launch a massive new original research series focusing on the...