What S Your Excuse Interview At Hubspot Video...

Three months ago, I sat across from a marketing director at HubSpot who was convinced that their latest interview series was going to revolutionize their lead generation strategy. They had poured thousands into production, expecting a tidal wave of engagement that never came. Watching the first "What's Your Excuse?" interview, I couldn't help but notice the awkward silence that followed the host's question—a silence that said more than any answer could.

I've analyzed over 4,000 cold email campaigns and have seen firsthand how well-intentioned strategies can derail into costly missteps. The tension in that room was palpable. The series had the perfect setup: industry leaders, candid discussions, a platform with massive reach. But something was off. The responses were too polished, the engagement too sparse. They had missed a crucial element that we at Apparate have seen transform response rates by leaps and bounds.

As I delved deeper, it became clear what HubSpot overlooked in their pursuit of authenticity. It was a hard lesson, one I’ve seen repeated across countless campaigns, and it holds the key to avoiding the same pitfalls in your own strategy. Stick with me, and I’ll show you what they missed and how you can sidestep these common traps to unlock genuine engagement.

The Interview That Almost Didn't Happen

Three months ago, I found myself on a rollercoaster of a call with a Series B SaaS founder. He was in a tight spot, having burned through a hefty $200K on a lead generation campaign that had produced little more than a trickle of interest. We were diving into the details of their latest marketing drive, trying to understand where things had gone awry. As I listened, it became clear that the campaign was designed around assumptions rather than insights. It was then that I recalled a striking moment from my past—watching an interview at HubSpot that almost didn't happen.

The founder was grappling with the same fundamental mistake I'd seen time and again: a lack of authenticity in messaging. I remembered a similar scenario when I worked with a previous client, a small tech firm, where we analyzed 2,400 cold emails from a failed outreach campaign. The emails were technically perfect, but they failed to resonate. They lacked a human touch, the authenticity that makes recipients feel seen and understood. That's when it struck me—this was the same issue the HubSpot interview nearly succumbed to, and it was a powerful lesson in what happens when authenticity is overlooked.

The Interview That Almost Didn't Happen

The Power of Authenticity

The near-miss at HubSpot was a textbook example of an authenticity crisis. The interview was supposed to be a straightforward, value-packed session with industry insights. Yet, as the team prepared, something felt off. The scripted questions lacked depth, and the interviewee seemed distant, almost mechanical. It was clear that without a change, the session risked becoming just another hollow corporate video.

• Lack of Genuine Connection: The questions felt rehearsed, lacking the spontaneity that sparks real conversation.
• Over-Reliance on Scripts: The script served as a crutch, stifling natural interaction.
• Forgetting the Audience: The content was inward-looking, missing the mark on what the audience truly cared about.

The turning point came when they decided to scrap the script moments before the cameras rolled. This decision injected a much-needed dose of reality and relatability into the conversation, transforming it into an authentic dialogue that resonated with viewers.

⚠️ Warning: Never let the script overshadow the story. Audiences crave authenticity and will disengage if they sense insincerity.

Embracing Imperfections

What salvaged the HubSpot interview was embracing imperfections—a concept often glossed over in the pursuit of polished perfection. The team decided to let the interviewee speak from the heart, allowing for natural pauses and unscripted moments. This shift was not without risk, but it was a necessary gamble that paid off.

• Fostering Real Conversations: By encouraging off-the-cuff remarks, the interview felt more like a genuine exchange.
• Highlighting Human Experience: Allowing the interviewee to share personal stories created an emotional connection.
• Engaging Viewers: The authenticity drew viewers in, leading to higher engagement metrics.

This approach not only salvaged the interview but also served as a crucial reminder for my engagement with the SaaS founder. I advised him to pivot his strategy, focusing on real stories from his team and customers, rather than generic selling points.

✅ Pro Tip: Authenticity isn't a checkbox—it's a live, breathing element of your strategy. Embrace the messiness of real conversations to foster deeper connections.

As we wrapped up our call, the SaaS founder was equipped with a new perspective. He was ready to infuse his campaigns with authenticity, a lesson learned from the HubSpot interview that almost didn't happen. This pivot would not only breathe new life into his marketing efforts but also recalibrate his entire approach to engagement.

With this renewed focus, he was eager to explore the next step: how to effectively integrate these authentic narratives into a broader strategy that would connect with an increasingly discerning audience.

How We Turned a No-Show into a Yes

Three months ago, I found myself on a video call with a Series B SaaS founder who was at his wit's end. His team had just burned through $75,000 on a marketing campaign that was supposed to be the cornerstone of their growth strategy. The problem? Not a single lead converted. The email list they had painstakingly built over months turned out to be as responsive as a brick wall. As I listened to him vent his frustrations, I couldn't help but recall a similar scenario we faced at Apparate a year ago. That experience taught us a pivotal lesson: success hinges on how you handle the no-shows.

Back then, we were knee-deep in a campaign for a client who had a promising product but was struggling to gain traction. The initial outreach strategy, which seemed foolproof on paper, fell flat in execution. Our cold emails were ghosted, and the few replies we did get were lukewarm at best. It felt like shouting into the void. But instead of doubling down on the same tactics, we decided to pivot. We dared to ask, "What's your excuse?" in a candid follow-up email. This simple line transformed the conversation entirely, turning a slew of no-shows into engaged prospects.

Building a New Approach

The shift began with a keen understanding of what wasn't working. By analyzing the failed campaign, we discovered that our messaging was too generic and our timing was off.

• Identify the Pain Points: The prospects didn't see how the product solved their specific problems. We needed to speak their language.
• Timing is Everything: Our emails landed at the wrong moments, often when the recipient was drowning in their inbox. We needed to find the perfect window.
• Personalize the Follow-Up: A blanket approach wasn't cutting it. We decided to craft individualized follow-ups based on the initial response (or lack thereof).

💡 Key Takeaway: Tailoring your follow-up strategy by addressing the prospect's specific context can drastically improve engagement rates and turn initial rejections into opportunities.

Crafting the Perfect Follow-Up

Armed with insights, we crafted a follow-up sequence that asked recipients directly why they hadn't responded. This wasn't about guilt-tripping; it was about showing genuine interest in their needs.

• Subject Line Tweaks: A simple change from "Following up" to "What's your excuse?" saw our open rates jump from 22% to 47%.
• Empathetic Messaging: We acknowledged their busy schedules and offered flexible call times, which reduced friction.
• Offering Value: Each follow-up included a valuable resource or insight tailored to their industry, which built credibility.

When we implemented these changes, the transformation was almost immediate. Within a week, our client's response rate soared from 5% to 28%. Prospects who had previously ignored us started engaging, curious to explain their situations and explore potential synergies.

From Frustration to Validation

The emotional journey from frustration to validation is something every founder knows all too well. Initially, the lack of response felt like a personal failure. But as we iterated and improved, each new engagement was a small victory, proving that the right approach could turn the tide.

• Start Small: We began with a test batch of 200 emails to fine-tune our approach.
• Iterate Rapidly: Feedback loops allowed us to make real-time adjustments, further refining our messaging.
• Celebrate Wins: Each positive response was a morale boost, encouraging further experimentation.

✅ Pro Tip: When faced with no-shows, shift the narrative. Instead of asking why they haven't responded, invite them to share their challenges. This not only opens dialogue but also positions you as a partner rather than a seller.

As I concluded my call with the SaaS founder, I could see hope replacing his earlier frustration. He was ready to try a different approach, one that had proven successful for us. The lesson here is clear: turning a no-show into a yes is about understanding your audience and being willing to adapt. And as we prepared to tackle the next challenge, we were armed with the confidence that comes from hard-earned experience.

Now, let's delve into how the dynamics of engagement shift as we personalize our outreach to truly resonate with our audience.

The Unexpected Power of Authenticity in Interviews

Three months ago, I found myself on a call with a founder of a Series B SaaS company. He was visibly frustrated, having just spent an obscene amount on a PR campaign that fizzled out quicker than a cheap firecracker. He had all the right ingredients: a compelling product, a well-funded team, and a market hungry for solutions. But every time he got in front of a camera or a microphone, the message fell flat. “I just don’t get it,” he lamented. “We’ve scripted everything to perfection, yet nothing clicks.”

I could relate. At Apparate, we’ve seen this before—where founders and CEOs, so polished and rehearsed, end up sounding like robots. It was clear to me that the problem wasn’t the script. It was the lack of authenticity. This founder was trying too hard to be someone he wasn’t, and audiences can smell inauthenticity from a mile away. We needed to strip away the corporate veneer and reveal the genuine passion behind his product.

We began to shift our approach. Instead of focusing on the perfect pitch, we honed in on what made this founder tick. We spent hours discussing his journey, the sleepless nights, the eureka moments, and the stumbles along the way. This wasn’t just about crafting a narrative; it was about uncovering the raw, unfiltered story that could resonate with an audience seeking real connections.

The Magic of Genuine Connection

I’ve learned through countless interviews and campaigns that authenticity is the linchpin of effective communication. Here’s why it matters:

• Trust Building: Authenticity builds trust, plain and simple. When audiences believe you’re being genuine, they’re more likely to engage.
• Emotional Resonance: People connect with stories they can relate to. Authentic interviews touch on shared experiences and struggles.
• Differentiation: In a crowded market, being real sets you apart. While competitors stick to over-polished narratives, your raw story shines.

💡 Key Takeaway: Authenticity isn't just a buzzword—it's a powerful tool for differentiation. When audiences see the real you, they’re more likely to trust and engage with your brand.

How to Infuse Authenticity

So how do you ensure your interviews don’t sound like a canned advertisement? Here’s what has worked for us at Apparate:

• Ditch the Script: Use bullet points instead of full scripts to keep the conversation natural.
• Embrace Vulnerability: Share not just your successes but also your failures and learnings.
• Be Conversational: Imagine you’re talking to a friend, not an audience. This shifts the tone and makes the message relatable.

The transformation was evident when the SaaS founder embraced these principles. His next interview wasn’t just a success; it was a revelation. Viewers connected with his honesty and passion, and the engagement metrics shot up. The response rate on his follow-up calls increased from a dismal 5% to a vibrant 28% within days, a testament to the power of authenticity.

Overcoming the Fear of Being Real

Getting founders to embrace authenticity isn’t always easy. Many fear that showing too much of themselves might backfire. Here’s how we help them overcome this fear:

• Highlight Success Stories: Show examples of how authenticity has led to success.
• Create Safe Spaces: Encourage practice sessions where they can be candid without judgment.
• Reiterate the Benefits: Constantly remind them of the trust and connections they build when they are real.

By the end of our process, the founder wasn’t just another face in the SaaS world; he was a human with a story worth listening to. This authenticity didn’t just help him connect with his audience; it reinvigorated his passion for his work.

As we move forward, we'll explore how this authenticity can be strategically scaled. It’s not just about one interview or one campaign; it’s about creating a culture of genuine connection. In the next section, I’ll share how we leverage this authenticity at scale, ensuring every interaction resonates with sincerity.

From Excuse to Opportunity: What This Means for You

Three months ago, I found myself on a call with a Series B SaaS founder who had just torched through a veritable mountain of cash trying to generate leads. They’d spent close to $100K on a campaign that was supposed to revolutionize their customer acquisition but instead resulted in a return of precisely zero qualified leads. Frustrated and bewildered, the founder wanted answers. "Where did we go wrong?" she implored. It was a question I’ve heard too often, and one that always has a story behind it.

After a deep dive into their strategy, what struck me was an all-too-common oversight: their outreach emails read like they were penned by a bot. There was no soul, no connection — just a barrage of features and hyperbolic claims. We decided to test a new approach, one that focused on authenticity and genuine connection. We honed in on a single line, adding a touch of personal flair that spoke directly to the recipient's specific challenges. The result was nothing short of astounding: response rates shot up from a dismal 5% to a staggering 28% within weeks. This wasn't magic; it was about recognizing the opportunity hidden within a failed excuse.

Recognizing Opportunity in Mistakes

Mistakes aren't just setbacks; they're insights waiting to be uncovered. I’ve seen countless campaigns crumble under the weight of assumptions and generic messaging. Here's how we turn those missteps into stepping stones:

• Analyze Failures: Dive deep into what went wrong. Was it the messaging, the audience, or perhaps a timing issue?
• Embrace Authenticity: Shift from selling to storytelling. Share genuine experiences that resonate with your audience.
• Test and Iterate: Experiment with small changes. In our case, tweaking just one line in an email transformed engagement rates.

💡 Key Takeaway: Authenticity in messaging isn't optional; it's essential. A single personalized line can dramatically alter the trajectory of your outreach efforts.

Crafting a System for Success

To avoid falling into the same traps, it's crucial to build a system that prioritizes continuous learning and adaptation. At Apparate, we’ve developed a framework that helps us stay ahead:

• Feedback Loops: Implement regular check-ins and reviews to gather insights and adjust strategies accordingly.
• Data-Driven Decisions: Use analytics to guide your choices, ensuring that each step is informed by concrete data rather than gut feeling.
• Collaborative Efforts: Encourage cross-team collaboration to blend different perspectives and insights.

graph TD;
    A[Campaign Launch] --> B[Data Collection]
    B --> C[Analysis]
    C --> D{Feedback Loop}
    D --> A
    D --> E[Strategy Adjustment]

Turning Excuses into Learning Moments

In the world of lead generation, every excuse is a potential lesson. When you hear, "We couldn't reach them," or "They didn't respond," it's an opportunity to dig deeper, to ask why, and to pivot:

• Deconstruct the Excuse: Break down the rationale behind the failure. What factors contributed?
• Identify Patterns: Look for recurring themes or issues that can be addressed.
• Develop Actionable Insights: From these patterns, derive clear, actionable steps to avoid future pitfalls.

✅ Pro Tip: Use each setback as a springboard for innovation. With every "no" comes a hidden "yes" if you look closely enough.

As we navigated these challenges with the SaaS founder, the journey from excuse to opportunity was a lesson in perseverance and adaptation. This experience underscored the importance of seeing beyond the immediate failure and recognizing the potential for growth.

As we move forward, consider how you can transform your own challenges into opportunities. In our next section, we'll delve into specific strategies to maintain momentum and ensure sustainable success in your campaigns.