Inbound Marketing Blog

Cath Lyon

Recent posts:

'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.


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.


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.


4 HubSpot COS Myths that are Holding Back Your Website

When announcing the launch of its Content Optimisation System (COS), HubSpot described it as “part content management system, part personalisation engine” a fully integrated content system that optimised “your website experience for each visitor”.

Since then, HubSpot has endlessly updated its COS to make it more integrated, smarter, with more opportunities for personalisation. These updates are also designed to make it easier for users to take advantage of the COS tools and generate more leads.

However, there are still many misconceptions and misunderstandings about what the HubSpot COS can and cannot do. Breaking these myths and becoming aware of these features is something that marketing managers and their team should make a priority if they’re going to fully take advantage of HubSpot’s tools.


SEO ranking factors: a quick guide

Unless you’re a specialist, trying to get your head around SEO can be like wrapping your brain in cotton wool. With terms crawling out of your ears and different opinions on what does and doesn’t work, you just wish that Google would be as simple as choosing the right keywords.


Why B2B can (and should) be funny too

What is a pirate's favorite piece of content? 


The dangerous void between marketing and sales (and how to fix it)

Sometimes the transfer of leads from the marketing to the sales department can be a bit like a negotiation from an episode of Game of Thrones. Jabbering, long-winded, and only resolved when someone gets their head chopped off. Like two ancient families, sales and marketing departments have volume-worthy back stories of fights, badly resolved negotiations and just generally not getting along.  


What can marketers learn from Uber?

Learning in marketing is a bit like learning to drive. Learning how to do a three-point turn is fine, but until you have to do it in a road filled with cars and angry horns, you won’t really know how to do it. You need to get out on the road to learn which techniques do and do not work.