Keeping track of leads you are converting in a centralized database is key to operating an inbound business. Inbound marketing starts with the prospective customer, its all about getting the right content to the right customer at the right time, therefore, Inbound Marketing = Content + Context.
The evolution of how people research a potential product or solution to an issue they might be having is ever changing. Your customers have the world at their keyboard when it comes down to it. It's much easier to evaluate products and services with the number of reviews they can access by typing into a search bar. The rise of social media users also speaks numbers on individual needs to consume and share information on just about anything they can think of.
This translates very simply into creating content not for search engines, but for individuals consuming that content. The purpose of your content should be to educate any individual regardless of if they become a customer or not.
As a Hubspot Certified Partner, we help B2B software development and technology companies with their inbound marketing campaigns by building up thought leadership using content that educates, generating better quality leads and ultimately moving revenue needles. We aim to make our customers' customers happy at the end of the day.
Our inbound marketing framework focuses specifically on the following issues:
In order to create content that educates your potential and current customers, you must have a solid understanding of who your audience is, and even who your audience isn’t.
This is your audience development, which includes ideal buyer profiles, buyer personas as well as understanding the customer’s journey throughout their buying process.
We help Software and Technology companies who are frustrated with how much time and resources they've invested into their website but are disappointed about not producing the qualified leads and customers they had hoped for.
On top of that, business leaders also stress how frustrating it can be using the current technology to measure those marketing campaigns or inbound efforts. The aggravation caused by trying to pull all the data together from various sources can be extremely time-consuming and they are still unsure if the data they have is correct.
We’ve seen directly from the campaigns we have run, that the best results come from a combination of the following:
Every approach is customized and every customer is different. We ask questions like
“What makes you different?” and “Why do companies do business with a company like yours?”
Based on the answers you provide us during our initial research and strategy phase, we create a streamlined and focused approach to creating an end to end inbound marketing playbook.
A campaign is a special kind of marketing push. It aligns every one of your marketing channels and all of your content around a single goal and message.
Typically campaigns run for a shorter, concentrated period of time like 4-6 weeks and -have a clear end goal
You’ll want to run a campaign on a specific topic and for a specific reason.
The idea here is that you’re shining a spotlight on one aspect of what you do, so it should be specific, time-boxed and measurable.
You are launching a new product or message platform
You want to establish expertise on a particular subject (and rank well for it in search).
You are trying to persuade or change public opinion.
Historically people have run ad campaigns or email campaigns, an inbound marketing campaign takes into account the varied way that people learn online and encompasses many channels.
Inbound marketing campaigns are also typically content driven, so even if you’re ultimate driving someone to a demo of your new product, you want to create content relevant to that product to pull people in.
Our goal here is simple. We listen to your answers and meticulously review them which allows us to become experts in who your buyers are equally important, who your buyers aren’t. We look for things like where your buyers spend their time online, how they make buying decisions, and even their research process including the likely phrases or questions they may type into Google or other search engines along their customer journey.