Justin Guido, Director of Partnership Development

Welcome Justin Guido!

By JT Benton

Today, I’m immensely proud to welcome Justin Guido to the WorkBook6 team.

As our new Director, Partnership Development, Justin will be focused on the development of key partnership categories for our growing client roster. Given both mine and Brett’s familiarity with Justin, I know we’re making a great addition, not just because we’ve filled a critical role, but also because we’ve brought another great human being to this team.

Justin is hard-working and light hearted – he’s respectful and his moral compass doesn’t shake. To put it another way, he’s really, really good.

While I’ve known Justin since 2011, his backstory with Brett is even longer (dating back to middle school, in fact). So while I’d love to take credit for ‘finding’ him years ago, I was really just lucky enough to be introduced to him, and Justin’s become a close friend since then.

When he told us of his intention to explore new options, we took an open book approach, offering to help him find a great gig, whether that was here or someplace else. While we were sincere, both Brett and I were very focused on making WorkBook6 his best option.

As with each of the recent additions to our team, we think about Justin’s role as an investment in service. Put another way, Justin’s job is not to get WorkBook6 more clients; it’s to get WorkBook6’s clients more partners. We wholly believe in this approach – if we deploy our best assets toward our current clients, we know more will come to join the fun.

Welcome, Justin Guido. We’re already better from your being here.

LinkedIn Engagement Strategy

What is your LinkedIn Engagement Strategy?

By The One & Only Brett Kaufman

There is really only one social media platform I use for work: LinkedIn. Since I was forced to join as a college senior (thanks Margaret). I’ve been addicted. I honestly spend more time on it than Instagram or Snapchat combined. It’s my way to connect to the business world, people I know and people I don’t know.

Lately at WorkBook6 we’ve been getting a bit more competitive with our LinkedIn engagement strategy. Internal battles rage on who can get the most views, likes or comments (Editor’s note: Rob is right). We compare notes on when to post and when not post. Do you post personal, more snarky views or do you toe the party line?

At the end of the day, it’s about building your voice and you have to stay consistent. It doesn’t matter if you’re talking about EDM, sandwiches, crude airline behavior or cryptocurrency – the audience is there to be engaged.

So what are you doing to be more engaging on LinkedIn? What is your LinkedIn engagement strategy?

Work Life Balance

Passionate About Passion – and Work Life Balance

It’s Anna Lewis!

Let’s talk about the importance of having a passion outside of the office, or work life balance.

Whenever I go into an interview with a potential candidate, I of course ask all of the normal questions – tell me your resume story, what do you know about the company, etc.  But my favorite question, and frankly the one I care most about is, what are your passions outside of the office?

This throws some people…passion? There’s a lot of things I like to do, but not necessarily am passionate about.  Many say, work is my passion.  To me, this is a warning sign.  It’s great to be passionate about work, but the discipline required to have a passion outside of the office, I believe, shows true character.

Maintaining a passion outside of the office takes discipline, time management, and teaches humility – all characteristics I want from people on my team that are helping the company’s growth.  

So, the next time you interview someone, I encourage you to ask about their passions. And if their only passion is work, I believe caution should be applied. Because if work is all there is, burn out is almost a certain outcome. 

Face-to-Face Time

A Week in the Office

By The New Chris Cox

Working remote has its perks for any individual or business. It’s becoming a more common practice among companies both large and small of this day and age, but the necessity and benefit of in person face-to-face time will always remain irreplaceable.

I recently started a new season of my professional career with Workbook6. The company is HQ’d in Arizona, while another team member and I will be working remote from our homes in Santa Barbara, CA. This past week I had the opportunity to spend a week in beautiful, HOT, Arizona with my new team as I kicked off my second week.

The experience was phenomenal, and for more than just the obvious reasons.

To detail a few… 

  1. Way better snacks in the office
  2. A change of scenery is always fun
  3. As funny as people can be on Slack, nothing comes close to real time in person humor (which this team has no shortage of)
  4. In-person meetings (especially from an on-boarding perspective) are 10x more effective and dynamic
  5. Whiteboards create interactive and visually appealing meetings
  6. I’m new to this team and it’s an opportunity to build relationships – which on a small team is imperative
  7. A crucial part of building relationships is learning how to communicate well with others -being in the office allows me to start to learn about each individual team member.
  8. My team gets to learn more about me – communication style, humor, personality, etc.
  9. Ability to break bread and share a meal; just something about it, it’s great.
  10. Personal favorite *** impromptu late night team beer and cribbage

All in all, there’s no replacement for in person interactions. From a business and personal perspective there’s a lot that can happen when you bring a team together. And I would contend that most of the best interactions are the ones that aren’t planned for the office visit.

What say you? Do you like the idea of working remotely? Or are you a “butts in seats” kind of company? What works best for you?

Why I Left HubSpot

The Internet is Broken: Why I left Hubspot to join a Bootstrapped Start-Up

By Boston’s Own Keith Selvin

Let me just start by saying this post isn’t meant to bash anyone or any company at all – in fact, HubSpot is an awesome place – great people, great culture, great pay, sweet perks, top-notch product.

But I left HubSpot. So if I didn’t leave for any of those reasons, and I didn’t leave for a lack of faith in the model (Inbound Marketing has been unequivocally proven to work for the right companies), then why did I leave?

Here it is: the problem I noticed though is that the entire digital marketing industry is taking the same approach:  lead forms, drip emails, CTA’s, search engines – woo hoo!

HubSpot and similar MarTech platforms are leading that battle cry – teaching the world how to leverage the internet to get more business, and creating an unsustainably crowded ecosystem of marketers using the same tactics.

What more and more companies are realizing, though, is that acquiring customers over the internet is becoming really costly. And those customers are less loyal than ever (it’s called the Unit Economic Crisis).

Enter the WorkBook6 team.

Over several meetings at restaurants in Boston and lake houses in New Hampshire, the WorkBook6 leadership team turned me on to an innovative and refreshing idea:

The entire internet is broken.

HubSpot loves talking about how traditional marketing is broken.  That leveraging content, search, social, and email is the newest and best way to acquire customers.

WorkBook6 took that idea one step further:  The internet (as a method of getting new business) is becoming more competitive, more crowded, and more expensive ever year.  The unit economics are getting tougher to justify.  The whole thing is broken.

The whole internet is broken, and companies are forgetting about their greatest asset – their customers!  By partnering with other companies that want the same customers as you, but aren’t a competitor of yours, you’re tapping into a huge stream of eyeballs and interactions at virtually no cost, by way of the most trustworthy source possible: a company your prospect has already bought from or interacted with.

What do you think? How have you leveraged strategic partnerships for your benefit? What’s next for strategic partnership marketing?

Perennial Nyctophiliac

Confessions of a Perennial Nyctophiliac

By Max Richardson

My phone is the first thing I see when I wake up and the last thing I see before going to bed. I look at some sort of screen for around 10 hours a day. I binge watch Netflix series until 3am. I know I’m far from alone these habits. As a millennial growing up in the 80’s and 90’s I’m lucky to remember what the world looked like before screens took over most of my waking hours; before a deluge of cheap, endless entertainment the likes of which the world has never seen.

Reading about Linda Geddes’ experience living without artificial light has really got me thinking about how far from nature our modern society has led us. Linda experimented with limiting artificial light in the daytime, maximizing her exposure to daylight throughout the day, and using only candles after dark in an attempt to sleep better and increase her alertness throughout the day. She found that for every 100 lux increase in my average daylight exposure, she experienced an increase in sleep efficiency of almost 1% and got an extra 10 minutes of sleep. Maybe that’s why I sleep so much better when I’m camping!

As a perennial nyctophiliac (not as dirty as it sounds), this has me wondering which came first: the screen or the night-owl? Regardless, it sounds like a long trip to the woods is in my future.

Fun Facts:

Light exposure is measured in lux. A typical sunrise or sunset is around 400 lux, while direct sun on a clear day can be nearly 100,000 lux. Typical office lighting is between 320-500 lux.

Here we grow again

Here We Grow Again

By JT Benton of the Tempe Bentons

Today, I’m just thrilled to welcome Chris Cox to the WorkBook6 team. As our brand-new Director, Partner Success, Chris has been tapped to fill an absolutely critical role for our business and more importantly, our clients.

Chris joining the WorkBook6 team means so many things to our organization – we’re adding good people, our growth continues to outpace our expectations (because of our good people), and we are committed to service as the driving force of the company.

But some of you will remember that I have always believed in this path – as context, I’ll refer you to the annual letter I wrote in January of this year.

In that letter, I shared six of WorkBook6’s commitments for the year ahead. The second commitment stands out today, speaking directly to the importance of Chris joining our team:

“We will operationalize rapid growth. We will continue to make improvements to the way that we onboard new clients, engage their new partners and track the progress. This operational vector will include the work of a newly-formed client success team, which will grow significantly in the coming year. It will also involve the deployment of new products and platforms from our technology team.”

This is just so important, folks. My view on our company is that if we just do one thing really, really well, we’ll all find the success we’re hoping for here. That one thing? Serve our clients.

Naming the person who will lead that effort isn’t something we take lightly. I’ve known Chris for a very long time. He served alongside Anna Lewis (our VP, Partnership Development) at Invoca, where they each supported the growth of our business to over $1MM/month in revenue, and I’ve closely followed and cheered for his most recent employer, Fin and Field.

In that time, I’ve come to know him as an incredible relationship steward and partner, and we think Chris’s background uniquely qualifies him to build a world class service standard. He’s solid. He’s well-rounded. And most importantly, he’s good people.

Let’s Connect!