Latest from the Intellegentia Blog

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.

You would have thought that companies would have had buying personas nailed by now…sadly in our experience that is not always the case. 

After all, many organisations have been steeped in sales methodologies where org charts, decision makers and motivations are all mapped out over the period of the sales cycle to close the sale. So why are buying personas not being used effectively?

How well do you know your customers? What are their greatest business challenges? What drives them? What challenges do they face on a daily basis?

If you do not know the answers to these questions, it is time you did some research.

The buyer personas you use as the foundation of your marketing efforts – i.e. the fictionalised representations of your ideal customers – should answer all of these questions, and you should know your customer inside out before they have even initiated contact with you.

If you’re using HubSpot as an all-in-one marketing automation system, but your blog is hosted on WordPress (or another similar platform), then I’d like to talk you through why HubSpot is the best blogging platform for you.

WordPress is a great platform for hosting personal and professional blogs, and probably considered the best blogging platform by many because it came into this world as a blogging platform, and since flourished into globally-loved content management system (CMS). However, if you are using HubSpot as your digital marketing companion, the benefits of using WordPress to host and manage your professional blog is completely overlooked. Here are 17 reasons you should be moving your blog to HubSpot:

The term Inbound Marketing was invented by HubSpot, and is now part of the marketing landscape. In a nutshell its about attracting potential customers to you, as opposed to outbound interruptive marketing techniques. 

Once engaged, through educational and thought leadership content, a key part of the inbound methodology is to provide further relevant information to potential customers to help them progress through to a closed deal.   

This part of the methodology is not ground breaking! In the past, sales have always nurtured prospects with information and content at various stages of the sales cycle until they are closed as customers, so what has changed?  

Well the buyers still need information at all stages of their journey before making a decision, but it is the buyer’s ability to access as much information as they like through the internet which is the major shift from the past. Buyers now have the upper hand they are no longer reliant on sales to provide information and can determine when they want to engage with sales,