Many clients ask about how to plan inbound marketing campaigns. Whilst this may seem to be straight forward on the face of it, its quite easy to get tied up in knots if careful thought isn't given to the process and the sequence.
As an experienced marketer with robust business development experience, I thought I really got sales. I knew how the process worked. After all I’d worked through it countless times. That was until I first experienced the HubSpot agency partnership team.
In our previous post we took a first look at how the General Data Protection Regulations (GDPR) passed in 2016, comes into affect in May 2018, will affect Inbound Marketing generally. Surveys suggest that many business have taken little if any steps to become compliant despite the considerable risks that this presents.
As of October this year, Google’s Chrome browser started explicitly warning users who visit pages that aren’t encrypted with an SSL Certificate. This will have a significant impact on digital engagement generally and inbound marketing inparticular as visitors begin to see the warning, and adds to the benefits of having an SSL Certificate.
Many businesses are fixated on getting new customers. A large percentage of their marketing budget is dedicated in pursuit of growth! What they often (still) seem to forget is that the best place to start growing is actually with their existing customers. Research varies, but it is estimated that that it costs 5 to 25 times less to keep and grow an existing customer, than acquire a new one.
With social media being such an important part of inbound marketing, it is vital to know when to post on Facebook, Twitter and Linkedin for optimum affect. Many will suggest that the only way to find out is to experiment; A/B test if you will. Whilst this is absolutely valid, it is always good to base your tests on prior experience. So here when's best to post on social media......
We are often asked how to build an Inbound Marketing business case. A great place to start is understanding the benefits that inbound brings. These include reduced outbound marketing or advertising spend as well as much easier conversion by the sales team. Both these elements are key to financials, but impact will vary dependant on what sales and marketing activity is currently undertaken.
As business to business maketers, our primary focus is to generate the high quality and sales ready leads needed to deliver a solid return-on-investment. This can be achieved in many different ways. However, it is usually a combination of different activities that produces the best results. In order to achieve the right blend, we must first understand the difference between inbound and outbound marketing.
We should start by defining what we mean and why B2B Customer Experience is so important and should be at the centre of all we do. At its core the science of Customer Experience (often abbreviated to CX) management is the practice of first designing and then reacting to customer interactions for the purpose of meeting or ideally exceeding customer expectations. In this way we optimise customer satisfaction, their loyalty and ultimately increase advocacy.
Business to business (B2B) marketers often adopt a broad brush or scatter gun approach developing their marketing campaigns. In this way they hope to appeal to as many potential customers as possible across their target market. Account-based marketing or ABM turns this approach on its head. Instead, ABM seeks to match sales and marketing resource to customer opportunity by targeting specific companies or (potential) accounts within a market. The approach will then design and deploy highly personalised campaigns that if executed correctly, will resonate with each of the selected accounts.