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24 Apr 2018

Why HubSpot is the Best Platform for B2B Inbound Marketing

Learn why HubSpot is the best platform for B2B inbound marketing

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. It makes sense to consider HubSpot because it offers:

As a HubSpot partner, we’ve worked with this platform for several years and witnessed the success it has achieved for our clients. Read the blog to learn more about what makes HubSpot the perfect platform for inbound marketing.

Integrated marketing

The principles of B2B inbound marketing are based on getting found by prospects, nurturing them with educational content and then converting into customers. Achieving this requires the use of multiple marketing tools in unison. With HubSpot, you are supplied with an out-of-the-box, all-in-one marketing solution. For example, you can easily integrate blogs, emails, calls-to-actions (CTAs), landing pages, workflows and more into your strategy – helping you to easily manage your marketing activity from one place.

Furthermore using the tools in the HubSpot COS platform, you can group marketing activity into a single campaign, making it easier to segregate and analyse specific marketing activity.


An Introduction to Inbound Marketing


Trackable analytics 

39% of marketers say that proving the ROI of their marketing activities is their top marketing challenge. On the other hand, however, over 70% of companies that were able to track ROI said their marketing strategy was effective. Being able to prove ROI can help to secure higher marketing budget - which makes effective analytics essential when developing an inbound marketing strategy.  

HubSpot’s sophisticated analytics and reporting tools track a prospect’s journey from their first visit to when they convert into a customer, and every touch point in between along the way. 

Having this information to hand is incredibly useful when refining your marketing strategy. For example, if you discover that a prospect has clicked on a CTA, but hasn’t filled in the corresponding form, you can reach an informed conclusion that either your form is asking for too much information, or your landing page doesn’t effectively sell the worth of your content offer.

By analysing prospect interactions with your site and your content, over time you will be able to fine-tune your marketing strategy and achieve a higher conversion rate.

Topic clusters

SEO best practices are constantly changing. However, having a SEO strategy in place is essential for ensuring website visibility and a sustained growth of website visitors. HubSpot’s content strategy tool allows you to create content around key topics your buyers are searching for online. The tool offer a great opportunity to optimise your content so that it's not only customer-centric, but also authoritative - resulting in ranking for topics that matter.

Social monitoring and listening

Social media adoption in B2B is high. In fact, social media and watching videos are the two most popular online activities. However, 60% of businesses aren't able to track ROI from social media activities, so it makes it difficult to understand what is and what isn't working -  they just simply use social platforms to push out content, rather than engaging with prospects. 

HubSpot’s social monitoring tool is extremely useful for discovering conversations around key topics in your industry. You can create custom streams that display tweets containing certain keywords, or from target prospect accounts. This makes it a lot simpler to start conversations and engage with prospects, without the need for standalone social media monitoring software.

Comprehensive workflows 

With Hubspot’s workflow features, you can map out how blogs, emails, landing pages and forms all work together in nurturing a prospect through the buyer’s journey. Essentially, you can plan out the intended journey for a prospect, while nurturing them with relevant content until they're ready to become a lead. This helps ensure that they are presented with the right content at the right time, based on their stage in the buyer’s journey and previous engagement with your business. 

If you’re interested in learning more about how the HubSpot platform can transform your inbound marketing strategy, download our free guide to get started.

An introduction to B2B Inbound Marketing - Click Here

This blog was originally published in 2015 and has been updated in 2018 for correctness and quality.

This is an inline guide purely for the editor, it will not show in the final blog, designed to assist you with setting the options below in the 'Gate Trigger' section.

You will not be able to use the WYSIWYG editor for this it's code only so follow these instructions carefully.


Button
We cannot use a standard call to action to open the rest of the content, but we do want to track when someone clicks on the button to read the rest of the blog. Here's what the code should look like:
<a class="gate-trigger-button" href="#" id="Why HubSpot is the Best Platform for B2B Inbound Marketing - Read the rest of the post" title="Read the rest of the post">Read the rest of the post</a>


Survey
Instead of using a button, you can ask people a what their intent of being on the blog is. Here's an example.
<h3 style="text-align:center;">Ready to read the post?</h3>
<p style="text-align:center;">Great, just let us know why you're here today</p>
<ul id="survey">
<li><a href="#" id="Why HubSpot is the Best Platform for B2B Inbound Marketing">Answer One</a></li>
<li><a href="#" id="Why HubSpot is the Best Platform for B2B Inbound Marketing">Answer Two</a></li>
<li><a href="#" id="Why HubSpot is the Best Platform for B2B Inbound Marketing">Answer Three</a></li>
<li><a href="#" id="Why HubSpot is the Best Platform for B2B Inbound Marketing">Answer Four</a></li>
<li><a href="#" id="Why HubSpot is the Best Platform for B2B Inbound Marketing">Answer Five</a></li>
<li><a href="#" id="Why HubSpot is the Best Platform for B2B Inbound Marketing">Other</a></li>
</ul>

If you want to connect what the user selects in the survey with the call to action at the bottom, use the following:
<ul id="cta-list">
<li><a href="#">CTA One</a></li>
<li><a href="#">CTA Two</a></li>
<li><a href="#">CTA Three</a></li>
<li><a href="#">CTA Four</a></li>
<li><a href="#">CTA Five</a></li>
<li><a href="#">Default</a></li>
</ul>


Form
We need to add the same form for each blog, you can if you want to make your own form but you'll need to change the formId which will be in the URL for the form e.g. https://app.hubspot.com/forms/145288/ee2dd282-1afb-4040-b67a-6ea2fe6e32cc/edit:
<script charset="utf-8" type="text/javascript" src="//js.hsforms.net/forms/v2.js"></script>
<script>
hbspt.forms.create({
portalId: '145288',
formId: 'ee2dd282-1afb-4040-b67a-6ea2fe6e32cc',
css: '',
onFormSubmit: function($form) {
gateTriggerForm('Why HubSpot is the Best Platform for B2B Inbound Marketing');
}
});
</script>


CTA Form
If people are clicking the CTA but then not filling in the form on the landing page they're being taken to, it may be worth loading the form on the same page to see if that helps the submission rate:
<div class="cta-form-image">
<a class="cta-form-image-button" href="#" id="CTA Click - Why HubSpot is the Best Platform for B2B Inbound Marketing"><img alt="Title of the CTA" src="https://cdn2.hubspot.net/hubfs/145288/hub_generated/resized/21421668-c868-457c-8f68-142438f1e246.png" title="Title of the CTA"></a>
</div>
<div class="cta-form-inputs">
<a href="#" class="cta-form-inputs-close"><i class="fa fa-times" aria-hidden="true"></i></a>
<script charset="utf-8" type="text/javascript" src="//js.hsforms.net/forms/v2.js"></script>
<script>
hbspt.forms.create({
portalId: '145288',
formId: '80edeb18-6298-4325-9d45-eb64c02b2d1c',
css: '',
onFormSubmit: function($form) {
gateTriggerCTAForm('Why HubSpot is the Best Platform for B2B Inbound Marketing');
}
});
</script>
</div>

Topics: Marketing

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