Does content marketing even work anymore?
Do you feel like you’ve been keyword-researching, brain-storming and blog post churning for a while now - and yet to see the kind of bountiful growth promised to you by all those marketing posts suffocating your LinkedIn feed?
Why aren’t people reading my content? Can people even find what I’m writing? Am I writing about the right things?
We’ve all been here at some point. Sitting across the table from the sales team debating the root cause of the sales numbers.
“We need more leads!” cries the sales reps.
“Why aren’t you converting the leads we’re sending you?” replies marketing.
And that's the problem this blog aims to overcome, armed with this free Funnel Velocity Calculator tool.
If you want to read about the background to funnel velocity, why it's important and how to use it in your business start reading from the top. If you want to use the calculator right now and just need some guidance on completing the sections, scroll through the blog to the relevant slide you need help with.
This post was originally published by The B2B Marketing Lab.
Previously, if you wanted to build your website using the HubSpot content management system (CMS), you had to purchase a HubSpot marketing licence (Basic, Professional or Enterprise) and install the CMS as an ‘add-on’. The CMS ‘add on’ would give you access to the website management platform, allowing you to build your website and put it live.
However, since HubSpot’s conception in 2006, there has been no way for businesses to have the HubSpot CMS as a standalone solution to host and manage their website.
So for many businesses looking to take advantage of HubSpot’s sophisticated CMS, they had no choice but to grit their teeth, purchase a Basic, Professional or Enterprise licence and get on with it. Whereas others simply used something else!
That is, until now!
This post was originally published on the HubSpot Service blog.
Recommendations from colleagues, business peers and trusted advisors, even friends and family are incredibly valuable to your B2B customers. According to Nielsen's Global Trust in Advertising Report, 83% of respondents said they trust recommendations from family and friends more than any other form of advertising.
This article was originally published the LinkedIn Marketing Blog.
When it comes to modern content marketing one key challenge is creating content that's relevant for each decision maker, at scale, without killing yourself. You’ve got your work cut out for you! Here's how to tackle the challenge.
Before we get started - some definitions:
Account Based Marketing: “ABM is all about shifting your focus from lots of leads to highly targeted accounts that are very specific organisations and companies that are the best possible fit for your product or service.” - Forbes
Inbound marketing: "Is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimisation and branding." - Wikipedia
Perhaps only a few of the most "experienced" B2B marketers (a.k.a. old) may remember Monty Python's classic Parrot sketch, when the shop owner declares "That parrot isn't dead...it's just resting!" Many B2B Content producers are openly questioning if content marketing is in fact dead. It certainly feels that content has failed to deliver the expected returns it promised in terms of brand awareness, new visitors and leads. Its under increasingly intense scrutiny from those who have to pay for it, and those who produce it.
Is B2B content dead or just resting?
g2m conducted some qualitative research in Q1 2018, where we asked firms how they grow. How do they set strategy, build a plan, and then execute successfully over time? Particularly, we wanted to understand how the organisation’s digital transformation was affecting their approach to growth and was forcing them to change how they went to market. Turns out it's a long journey and 3 clear themes emerged:
Here are the 7 best practices the research uncovered: