Latest from the Intellegentia Blog

Jane Broomfield

Recent Posts by Jane Broomfield:

Inbound marketing for financial services

For the Financial Services sector, the inbound methodology provides a really interesting way of thinking about marketing. It’s about educating and informing. It’s about retention. It is not about overt selling. All of which fits entirely with the ethics, rules and regulations governing the financial services industry.

How does marketing automation help financial services marketing ?

The industry is made up of quite different organisations – for example membership-based networks, client facing advisers and intermediaries. Each have their own marketing needs and ways of going to market.

Whether you are a client-facing financial adviser marketing yourself in a defined geography, targeting particular types of consumer or business, or a network looking to recruit and retain members across the country, your marketing needs can be similar:

Topics: Industry Focus - Financial Services Inbound Marketing

4 Steps for Driving Lead Generation with Inbound Marketing

Remember when marketing was a matter of contacting enough people, no matter how intrusively, or whether they were in your target audience, hoping that eventually some leads would come rolling in? Unfortunately for some marketers, the modern buyer is a lot more intelligent, and these once common practice marketing techniques will no longer cut it.

The buyer is constantly changing. Their journey and behaviour is influenced by advances in technology, cultural trends and rising demand for and availability of products and services. As a result, the way we do marketing has had to adapt as well.

Topics: Inbound Marketing B2B Lead Generation

6 Reasons B2B Technology Companies Should be Using Social Media

With 70% of B2B decision-makers employing social media to research and glean information about their purchases, it is becoming an increasingly essential aspect of any business’ B2B marketing strategy – but it is of particular importance for technology companies. If you are going to stand out from the crowd in an already crowded marketplace, you need to make use of all available resources to shout your marketing message as loud as you can. It is absolutely mission-critical for any respectable technology company to have a watertight inbound marketing campaign, and in order to maximise its success, you must know how to leverage this channel.

Here are 6 reasons why B2B technology companies should be making use of social media in their inbound marketing strategy.

Topics: Digital Marketing Industry Focus - Technology

Lead Capture & Landing Page Registration Forms - How, When and Where

A simple element of inbound marketing is lead capture or registration forms, which should be lovingly positioned on that carefully crafted landing page of yours. You've done the hard graft of developing some valued content, the campaign is waiting on the grid, and all you need now is the mechanism to capture all those juicy leads!

Well, we all know a poorly thought out landing page can significantly reduce your lead conversion ratio, and that also applies to each landing page registration form.

Topics: Sales Enablement B2B Lead Generation HubSpot

Using your B2B Blog to improve your Sales Pipeline!

Are you dubious about the effectiveness of businesses blogging? Don’t worry, you're not alone - many businesses who use blogging without a clear strategy to move leads through the funnel tend to ask is the effort worth it?  However used correctly, business blogging will increase engagement and improve your sales pipeline. 

Companies that increase blogging from 3-5x per month to 6-8x per month almost double their leads. (source: HubSpot science of blogging). 

Business blogging is your opportunity to inform and engage potential customers, whilst showing off your brand personality, expertise and providing an edge that differentiates you from your competitors. 

To stay ahead of the game and use your B2B blog to generate more leads and improve your sales pipeline, take a look at our top tips:

Topics: Content Marketing B2B Lead Generation