Inbound Marketing Blog

'I am what I buy': how can you use personalised content?

First it was Coca-cola, then it was Nutella. For the last couple of years the big brands have been thinking about how to take advantage of consumers’ ‘I am what I buy’ attitude. By allowing customers to stamp their names directly onto their products, brands allow them to take ownership of the product and make it their own.


An Open Letter to Robots From a Content Marketer

Dear Robots,

I’ve always embraced technology. 

When I heard about a TV remote that changes the channel using your mind I wasn’t scared, I was amazed.When I found out about Elon Musk’s skyscraper high spaceship that could potentially take 200 people up to Mars I didn’t freak out, I was inspired.


6 reasons why your B2B website isn't working and 6 ways to fix it

Whether it’s a traffic or a conversion problem, your website isn’t working. Unfortunately, unlike Santa, you don’t have magical elves to come and sort it out for you. You’re going to have to get down and dirty with hammers and chisels yourself. But first off you’ve got too put on your doctors and nurses uniforms and diagnose what’s going wrong and what medicine you need to make it better.


5 email personalisation hacks

Personalisation tools are now not only widely available but commonly used. Knowing how to use these tools to your advantage is tricky, particularly if you’re starting from scratch, however, when used well they can have a significant impact on your conversion rates.


How Smart Content Can Personalise Your Customer Journeys

Marketing isn’t always that clever.

How often do you immediately close pop ups before you’ve even read what they’ve got to say? How many times do you receive an email that has nothing to do with your interests whatsoever?

This is because more often than not you’re being served up the same content as everyone else.

But you’re not the same as everyone else.

If you’re a loyal customer of a brand for the past 10 years then you don’t need to be pitched with marketing offers when you land on their home page. Whereas If a new visitor landed on their site for the first time it might be more appropriate.

The point is that effective marketing is about appreciating everyone’s unique customer journeys and trying to make their entire experience as personalised as possible. One of the most effective ways to do this is through the use of smart content.

So throughout this article I’m going to take a look at what exactly smart content is and how you can be using it to your advantage.


The Essential Checklist for Analysing Lead Nurturing Workflows

Forrester research found that companies who excel at lead nurturing generate 50% more leads at a 33% lower cost.

Pretty convincing numbers right?

However there’s a crucial part of lead nurturing workflows that can often be neglected by marketing departments.

The analysis.

We understand that workflows can take a lot of careful planning to create, but your work isn’t finished once they’re live. You need to review them with a fine tooth comb, otherwise how will you know what to do to improve your next campaign?

So we’re going to run you through a checklist of what needs scrutinising the next time you’re trying to dissect the success or failure of your workflows.


The ‘Am I Ready to Set Up A HubSpot Workflow’ Checklist

You may think that workflows are unnecessarily complicated and help marketers in nothing more than getting tangled up in branch logic. However, the best marketers have (and are) using workflows to their advantage; to increase customer conversion rates and free up time to focus on other projects and campaigns.

You may not like marketing automation, but there are some incidences where it really is the best option. Think you’re in need of a workflow? Here are some criteria that you might want to match or think about before diving in.


Why Every Marketer Needs to Understand Time to Trust

Anyone who works in customer services, sales or marketing knows that it takes more than just one asset or conversation to convert a customer. You need to contact them over several touchpoints, make your contact with them consistent and earn their trust before they decide to buy from you.

What you certainly can’t do is jump-start the gun. For example, there’s no point having a pop-up with a 15% discount offer for someone who has literally just landed on your site. They don’t even know what you do yet, never mind if they want to buy from you. That sort of pushy selling is going to turn them off straight away and make them trust you even less.


Migrating or Redesigning Your Website? Here’s How You Can Update Your HubSpot Templates


How to Avoid Unnecessary Overspend on Contacts

The more contacts the better right?

More contacts means more opportunities to sell and ultimately more revenue in the long run.

It’s a no brainer surely?

Well, not exactly.  

If you’re an enterprise HubSpot user you’re charged £7 per 1000 new contacts each month, if you’re a pro user it’s £35 and for basic users it’s £70.

While this may seem like a pretty insignificant amount of money, if you’ve got poor quality data within your database you could be looking at thousands of pounds needlessly coming off your bottom line every single year.

Also, if you’re a small to medium sized business and you’re trying to identify areas where you can make savings, your contact list isn’t often the first place you’d think to look.  

So why is this happening and how can you make sure to avoid it?