What is the 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.
Developing an inbound marketing strategy can feel like a daunting task. Before you even begin planning the details of your strategy, you need to answer this very important question: what do you want your marketing to achieve? For most B2B marketers, the answer is to convert more leads into customers. To achieve this goal, it is important to consider how the right marketing platform can help support and catapult your strategy.
Okay, yes, it’s confession time. Axon Garside is an inbound marketing agency and HubSpot partner, so you may be forgiven for thinking that our opinion on the whole HubSpot Vs WordPress debate could be a little biased.
Have you experienced a decrease in your outbound performance in the past few years? You are not alone. An enterprise software company revealed to us recently during a consultation that their telemarketing results had slowly been declining since 2012. In the past twelve months, their results have pretty much fallen off a cliff. This is becoming more commonplace for B2B tech companies, with outbound marketing tactics simply not bringing in the results they used to.
We’re proud to be a gold tier HubSpot inbound marketing partner, and last week only served to boost our enthusiasm. If you missed out on visiting Boston for the now enormous Inbound conference, here's some of the great stuff that I heard:
Inbound15 reflected the way in which HubSpot, and inbound marketing more broadly, continues to grow at an amazing speed. Apart from there being far more content at the conference than any visitor can possibly cover (well over 200 sessions this year), there was also plenty of advice given on content marketing.
Inbound 2015 is almost upon us! Without doubt the most prestigious event in any inbound marketer’s diary, the world-renowned Inbound brings together thousands of experts to discuss the latest in marketing innovation.
After making the strategic decision to outsource your marketing to an agency, actually choosing one can be daunting (click here for the traits to look out for).