Our “Spotlight on the expert” series digs deeper into the stories of our expert contributors. This interview has been edited for clarity and length.
Ali Schwanke is founder of Simple Strat, a marketing and sales consultancy and a Diamond HubSpot Solutions partner. She’s the host of the popular and long-running HubSpot Hacks series on YouTube and more recently launched a more general series on marketing challenges, Marketing Deconstructed. She’s also, of course, a contributor to MarTech.
Q: You’ve published 19 articles with us, more or less monthly, so we’re getting close to a two-year anniversary.
A: That’s cool, I didn’t realize it had been that many.
Q: How did you get into the marketing space? On LinkedIn, I see a company called Leading Resources.
A: Yes, that was my first actual marketing role. The thing that got me into the space in general is that I had started a photography business and discovered that I liked people and creativity and solving problems, but I did not care for the nights and weekends schedules that the photography industry drove. So, I started to do photos for businesses and websites. That was before people decided it was great to have your own photos, so I was competing with the likes of Shutterstock. Creative and business came together when I got into the start-up community around 2012.
Q: You were a freelance photographer for over nine years.
A: It was a good way to make some extra cash and I figured out a lot of things about marketing your own business that paid off. As a marketer, when you spend your own money to market your own services you become aware of the ROI much faster.
Q: Take us on the journey to starting your own business.
A: I was really fortunate to have an experience at that Leadership Resources company. The owner also owned a magazine; I was operations director there, did a lot of graphic design, but was also in charge of selling advertising. I got to see how a business was run because I was at a company of like 20 people. I learned about the operation of business and not just the discipline of marketing.
That led me to an agency. There were a lot of things about the world that were changing at that time and the folks that I was working for did not see that. For example, I had pitched the idea of a blog and was quickly shut down because people would never read what was written for the internet. I couldn’t continue to work in a space which didn’t have a sophisticated understanding of how marketing was changing.
I went to a start-up weekend and pitched a concept I’d been working on — a mobile app for health and fitness — won the start-up weekend and basically had the opportunity to quit my job and have no money! My first lesson in product-market fit: The go-to-market was [aimed at] people who feel the pain; but they didn’t pay the check. The people who could pay the check didn’t feel the pain. A good idea, but the path to revenue was very challenging.
Ali moved into marketing consulting under the name Schwanke Marketing, then in 2016 launched her current business, Simple Strat.
Q: You said the world was changing during this period. What big changes were you seeing in the marketing space?
A: People were using the internet for a lot more things than before. There was a rise in tools that would take all the things you were storing in your brain as a sales or marketing team and make them actionable for the whole team. Salesforce was helping us, not merely to automate, but to categorize information in a way that made it easier to act on. HubSpot was a baby in the ecosystem at that time. There were sales tools and there were marketing tools; they came together in about 2016 when HubSpot really leaned into their CRM. That’s when I felt we’d made the right decision in launching this company.
Dig deeper: How marketers can break free from decision fatigue
Q: You mentioned using Salesforce; there are many platforms out there. Why did you hitch your wagon to HubSpot?
A: The thing I noticed about Salesforce is that it was very good at the sales components, but it was challenging to use as a marketer. You needed a lot of development talent. The ease of use could not be activated quickly and marketing needs to activate quickly. We had looked at a couple of partner programs and ultimately chose [HubSpot] as the one we would pursue. So a good due diligence effort but also being lucky, being in the right place at the right time.
Q: Tyler Samani-Sprunk, CMO at Simple Strat (and also a MarTech contributor) — how did he come on board?
A: He and I met up when a fellow peer suggested we had coffee. We had not met prior. We discovered we were aligned in our shared vision of what we were hoping to build. We blend well: He is a very technical process-minded person, I’m a very entrepreneurial problem-solver. I think those two skills have come together well.
Q: What happens when HubSpot makes some announcements or product changes that you are skeptical about? Does that put you in a difficult position?
A: One of the most challenging things as HubSpot partner is believing in the roadmap for the products but also doing what’s best for our clients. For instance, we tend to serve the zero-to-500 employees and not much of the upmarket enterprise. A lot of the announcements HubSpot has made in the last month come to the upmarket enterprise. We have to be a little bit shrewd in what we recommend to our clients versus what HubSpot says is amazing.
Q: Have you thought of taking on additional partnerships?
A: I do see a lot of opportunities in Salesforce partners absorbing smaller HubSpot practices — and vice-versa. Our future role is either growing through additional partnerships or potentially being acquired.
Q: I think everyone agrees that your podcasts are very good. Did you find you were a natural at that?
A: My first thing in high school was trying to get them to do a radio show; so I’m making up for lost time.
Q: Finally, what interests do you have outside marketing technology?
A: In our morning standups we have a question of the day and recently that was, ‘If you did not work in your job, what is a hobby you have that you might do full-time?’ The joke among the team was ‘Ali doesn’t have any hobbies, she does marketing and technology all the time.’ The two things outside of work I love, I’ve gotten into gardening and plants — I’ve got probably 45 plant babies I’m taking care of. My boys play sports so we’re traveling around playing baseball and soccer. Beyond that, running and hanging out with my dogs.
The post Ali Schwanke: Spotlight on the expert appeared first on MarTech.
# Expert Insights: A Closer Look at Ali Schwanke
In the world of marketing, where innovation and adaptability are key, few names stand out as prominently as **Ali Schwanke**. A marketing strategist, entrepreneur, and thought leader, Schwanke has made significant contributions to the digital marketing landscape, particularly in the areas of inbound marketing, content strategy, and HubSpot expertise. This article delves into her career, achievements, and the insights she offers to businesses looking to thrive in a competitive digital environment.
## Who is Ali Schwanke?
Ali Schwanke is the founder and CEO of **Simple Strat**, a marketing agency that specializes in helping businesses grow through strategic content marketing and inbound methodologies. Based in Lincoln, Nebraska, Simple Strat has earned a reputation for its expertise in **HubSpot**, a leading CRM and marketing automation platform. Schwanke and her team have worked with clients across various industries, helping them leverage HubSpot to streamline their marketing efforts and improve customer engagement.
Schwanke’s career spans over a decade, during which she has built a reputation as a **HubSpot Platinum Solutions Partner** and a trusted voice in the marketing community. Her expertise in inbound marketing, sales enablement, and content strategy has made her a sought-after speaker, consultant, and educator.
## A Passion for Inbound Marketing
At the core of Schwanke’s philosophy is the belief in the power of **inbound marketing**. Inbound marketing is a strategy that focuses on attracting customers through valuable content and experiences tailored to their needs, rather than pushing products or services through traditional advertising methods. Schwanke has been a vocal advocate for this approach, emphasizing that businesses need to create meaningful connections with their audience to drive long-term growth.
In her work with Simple Strat, Schwanke has helped numerous companies implement inbound marketing strategies that focus on creating high-quality content, optimizing websites for search engines, and nurturing leads through personalized email campaigns. Her approach is data-driven, ensuring that marketing efforts are aligned with measurable outcomes.
## HubSpot Expertise
One of Schwanke’s most notable areas of expertise is her deep knowledge of **HubSpot**, a comprehensive platform that integrates marketing, sales, and customer service tools. As a HubSpot Platinum Solutions Partner, Schwanke has helped countless businesses maximize their use of the platform to improve lead generation, automate marketing processes, and enhance customer relationships.
Schwanke’s agency, Simple Strat, is known for its **HubSpot onboarding services**, which guide businesses through the process of setting up and optimizing the platform for their specific needs. From CRM implementation to marketing automation, Schwanke and her team ensure that businesses can fully leverage HubSpot’s capabilities to drive growth.
In addition to onboarding, Schwanke is also recognized for her **HubSpot tutorial videos** and educational content, which have become a valuable resource for marketers and business owners looking to get the most out of the platform. Her clear, concise explanations and actionable tips have earned her a loyal following within the HubSpot community.
## Content Strategy and Thought Leadership
Another area where Schwanke excels is in **content strategy**. She believes that content is the cornerstone of any successful inbound marketing campaign, and she has helped businesses develop content that resonates with their target audience. Whether it’s blog posts, videos, or social media content, Schwanke emphasizes the importance of creating content that provides value and addresses the pain points of potential customers.
Her thought leadership extends beyond her work with clients. Schwanke is a frequent speaker at industry conferences, where she shares her insights on topics such as inbound marketing, content creation, and HubSpot best practices. She has also contributed to various marketing publications, further establishing herself as a trusted voice in the field.
## Entrepreneurial Spirit
In addition to her marketing expertise, Schwanke is a successful entrepreneur. She founded Simple Strat with the goal of helping businesses grow through strategic marketing, and under her leadership, the agency has flourished. Her entrepreneurial journey has not been without its challenges, but Schwanke’s resilience and determination have been key to her success.
Schwanke is also passionate about supporting other entrepreneurs and small business owners. She has been involved in various initiatives aimed at fostering entrepreneurship, including mentoring programs and speaking engagements. Her commitment to helping others succeed is evident in her willingness to share her knowledge and experiences with the broader business community.
## Key Takeaways from Ali Schwanke’s Expertise
1. **Inbound Marketing is the Future**: Schwanke’s advocacy for inbound marketing highlights the importance of creating value-driven content that attracts and engages customers. Businesses that focus on building relationships and providing solutions to their audience’s problems are more likely to see long-term success.
2. **Leverage Technology**: Schwanke’s expertise in HubSpot demonstrates the power of technology in streamlining marketing efforts. By automating processes and using data to inform decisions, businesses can improve efficiency and drive better results.
3. **Content is King**: Schwanke’s emphasis on content strategy underscores the importance of creating high-quality,
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