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:
- Integrated marketing
- Trackable analytics
- Topic clusters
- Social monitoring and listening
- Comprehensive workflows
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.
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.
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.
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.
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.
This blog was originally published in 2015 and has been updated in 2018 for correctness and quality.