Latest from the Intellegentia Blog

Jane Broomfield

Recent Posts by Jane Broomfield:

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

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

5 Signs That Your Sales & Marketing Alignment Could Be Better

I presume you got to this page because you want to know more about sales & marketing alignment.  Perhaps you’re interested in a quick audit – some gem to prove your suspicion that your team simply could do better?

That’s OK, most business people feel the same.  We take up the mantle of sales and marketing jobs because we want to make things better – whether you’re on the sales side focused on more and bigger sales, or on the marketing side wanting to make a bigger impact and drive more leads.

Oops, I said it….

I mentioned “two sides” – the sales side and the marketing side.  Well, that’s how it is in most companies, and that’s what needs fixing. MarketingProfs stated that “Companies that have sales & marketing alignment have 36% higher customer retention and 38% higher sales win rates.”  And we’d all like that, wouldn’t we?

Topics: Sales & Marketing Alignment

Lead management: The key to improving the quality of your leads


Are you frustrated with the amount of time you’re spending on qualifying and weeding out your genuine buyers from the time-wasters?

Sifting through and identifying your genuine leads can be an incredibly arduous task that eats into expensive sales time which, in turn, ultimately detracts from revenue. It can also result in some genuine opportunities being lost.

Unfortunately, it’s a common mistake we’ve seen many businesses make over the years. But it’s a mistake that can easily be rectified if you have the standards and processes in place to enable you to properly nurture and manage your leads.

Topics: Sales & Marketing Alignment Sales Enablement B2B Lead Generation

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: Inbound Marketing Industry Focus - Financial Services