B2B Inbound Marketing Blog

7 Ways to make content marketing collaboration a lot less painful for law firms

Posted by Aisha Farndon 12-Apr-2016 10:30:00

Legal marketers have rated content marketing as the digital marketing strategy with the highest return on investment (ROI), according to a survey by The Lawyer’s sister-brand Aconsultancy. However, one of the biggest barriers to take-up on digital marketing was the firm culture.

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Topics: Content Marketing

Solution selling is dead. Long live inbound sales

Posted by Ian Guiver 11-Apr-2016 15:13:37

This week HubSpot announced the launch of its free inbound sales training courses. So what is inbound sales and can it really have replaced a methodology that has built the careers of so many of today’s most successful sales directors?

Let’s take a brief look at the context first.


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Topics: Inbound Marketing

Why sales directors love an inbound marketing agency

Posted by Ian Guiver 08-Apr-2016 16:44:40

It is no coincidence that as an inbound marketing agency most of our leads and enquiries come from sales managers and directors.

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How to ‘Boaty McBoatface’ your content marketing to make it go viral

Posted by Dan Hanks 24-Mar-2016 15:17:36

Ever had one of THOSE conversations?

You know the one. Where you’re chatting about a new product or service—and everybody starts chiming in with fantastic ideas on how to market it. Soon a crowd has gathered. Some perched on the edges of desks. Others spinning on tattered office chairs as the collective enthusiasm gains pace.

Soon there’s a campaign theme. Followed shortly by exciting ideas about getting the message out to the public—who must surely have been waiting for this their entire lives and will gladly pay for your flight to Cannes to pick up a Lion or two.

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Topics: content

Our 7 favourite women in content marketing

Posted by Dan Hanks 08-Mar-2016 17:23:50

In an ideal world, there would be no need for any gendered lists. In an ideal world, unicorns would frolic in the green pastures of our cities, marketing leads would pour down our optimised funnels until we could drink of them no more—and men and women would live and work and play together, equally respected for their brilliance in the eyes of all.

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Topics: Content Marketing

We love inbound marketing – and now we’re inbound to Manchester city centre!

Posted by Aisha Farndon 17-Feb-2016 16:11:00

We’ve decided that the time is right to leave behind our lovely base in the Peak District and move to the bustling and bohemian creative hub of the Northern Quarter in Manchester city centre.


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Topics: Axon Garside News

How to Choose a Good Buyer Persona

Posted by George Linley 04-Jan-2016 10:00:00

Fact: at the foundation of every successful content marketing strategy will be a buyer persona. Personas help you structure your content around specific prospect pains, enabling you to create focussed and relevant content marketing. 

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Topics: Content Marketing, personas

6 Ways to Humanise your Content Marketing

Posted by George Linley 01-Jan-2016 10:00:00

The secret is out. Content marketing, when done right, will get your business leads. For the majority of B2B companies, it appears that the message has been received loud and clear. At the end of last year, a staggering 93% of B2B companies were using content marketing, with this percentage predicted to be even bigger now. 

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Topics: Content Marketing

How to Boost B2B Lead Generation with Buyer Personas

Posted by George Linley 30-Dec-2015 10:00:00

What is thHow to Boost B2B Lead Generation with Buyer Personase key to B2B marketing success? Placing yourselves in the shoes of your buyers. However, this isn’t always as simple as it appears at face value. When a B2B prospect is going through the buyer’s journey, several factors affect their purchasing decisions. How can this business benefit us? How can they solve our problems? What are the risks involved? Do we have the budget for this service? By thinking about these questions, it is clear to see that in the complex B2B sales cycle, your product or service isn’t going to appeal to every business or every person within a company. This is why buyer personas are essential in a B2B lead generation strategy, as well as an important element in the management of HubSpot marketing activity. By implementing buyer personas, you can effectively relate to customers on a human level.

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Topics: Lead Generation, HubSpot

How does Content Marketing Create Leads?

Posted by Alice Robinson 28-Dec-2015 11:00:00

In B2C, a purchasing decision is quick, transactional….and done. However, for B2B businesses, before a prospect becomes a lead, nurturing has to take place. This is where an effective content marketing strategy can either reward your business with a flurry of new clients, or stop your lead generation cold.

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Topics: Content Marketing

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