Latest from the Intellegentia Blog

4 Best Practices for Successful Content Creation

Inbound marketing is the process of attracting strangers to your website, converting them into leads, nurturing them until they are ready to buy and closing them as customers.

One of the most important features of any successful inbound marketing strategy is content.

Content draws prospects towards your site and initiates their relationship with your business.  A content strategy turns a static website into the marketing asset that it should be - working hard to deliver a return on investment.

The concept of "content marketing" has been around for years and, according to the 2018 B2B Content Marketing Trends Report (Content Marketing Institute/MarketingProfs), there is a strong correlation between the most successful B2B marketers and their adoption of content marketing. 

Despite that fact, the survey found that even in 2018 a whopping 66% of B2B marketers still felt that their approach was less than "mature". 

One of the reasons, I think, is that marketers struggle to create an efficient content plan that really works.

Topics: Content Marketing

Deploying Inbound Marketing? You should use an outbound program too!

Why companies employing an Inbound strategy should look to compliment that with an outbound program or in some cases an Account Based Marketing (ABM) Strategy.

For those companies deploying an inbound marketing strategy, there’s a time horizon, often 3-6 months before seeing meaningful results – so it’s important to find ways to reduce the impact of lower lead flows during on boarding and the roll out of inbound marketing (the so called ‘valley of death’).

Companies need to plan out a program of lead generation activities that will keep the sales pipeline filled, which may not be as cost effective as inbound but is necessary in the short term.

Topics: Account Based Marketing Inbound Marketing

Problems with HubSpot – How to Improve the Quality of Inbound Leads

Are you using HubSpot as your inbound marketing and sales software but finding it is not meeting your expectations in all areas?

HubSpot is a great tool for attracting visitors, converting leads, analytics and more. Businesses that use HubSpot's software see their traffic increase by more than 2.5 times (HubSpot). But like any piece of software if you are not using it correctly you may not be getting the full benefit.

One issue experienced by a lot of HubSpot users that we’ve spoken to is that they are getting a large quantity of leads coming through but finding many of these to be of a poor quality, not in their target market or from other countries or industries not relevant to their business.

Topics: B2B Lead Generation HubSpot

How Inbound Marketing could get you the sales pipeline you need

Sales heaven is having a constant stream of high quality qualified leads landing in a CRM or email inbox on a regular basis. Even better is having not only lead data passed over, but a complete view of the buyers journey – what content they have downloaded, what web pages they have visited, what case study material they have received etc, and the qualification route they have taken before being passed over to sales. We call this ‘buyers insight’, sales should call this gold.  

Topics: Inbound Marketing B2B Lead Generation

5 Essential Metrics to Measure Your Inbound Marketing Success

“We have just passed the 1000 followers mark on Twitter.”

“My latest blog post had 500 views!”

These are the kind of metrics you might hear many B2B inbound marketers bragging about.

There is nothing wrong with tracking things like how many followers you have on various networks, or how many likes and shares your content is receiving. Those are important metrics for certain purposes.

But they are not a measure of success.

Topics: Inbound Marketing