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Customer experience is slowly overtaking product and price as key brand differentiator. Think about it, whether as a consumer you buy B2B or B2C, you favour businesses that offer positive experiences during and after the sales process. In the end, people buy from people. For marketers, this means getting the customer journey down and managing it effectively.

Duplicate content is one of the fastest killers of organic ranking that I’ve ever seen. All your beautiful inbound marketing and SEO efforts…destroyed. You’ll be surprised what actually consists of duplicate content on your site, so be sure that you check yours regularly for duplicate content and adjust. Here’s the why, what and how:

SEO (Search Engine Optimisation) is your most important driver of traffic to your website. During all stages of the buyer’s journey prospects search. Think back to the last few items you bought: Did you research on Google? Did you go back to search to verify assumptions during your buying decision? The answer is yes, and this means we have to get SEO right to reach growth goals.

We’ve updated this post on April 06th 2018 to reflect the new Analytics Tools in HubSpot. RIP old Sources Report, welcome new tools!

Closed loop reporting is one of the great features HubSpot offers straight out of the box. The only thing you need to do is ensure your data is entered correctly and you can easily see your full conversion funnel.

In this post, I’m going to dive into the HubSpot Analytics Tools. I’ll give you an overview of what you can see and how to pull the all important “So what?” information out of it so you can get to work.

In our last post we spoke about the basics of closed loop reporting - what it is and why you need it. Now, we want to dive a little deeper into what you should include in your reporting to get your inbound marketing funnel delivering.

It’s simple really, closed loop reporting means tracking a lead from first visit to closed customer and even repeat customer. Think the equivalent of “from farm to fork” when it comes to knowing each step your steak took on the way to your plate. Each step can and should be tracked and analysed.

You’ve heard about how inbound marketing is the way to go for startups. You are convinced that working your digital channels with inbound can yield results. You are raring to go. You sit down and take the first step of looking at the inbound marketing methodology and immediately feel overwhelmed. Do you really need to implement it all at the same time to make it work? Deep breath, you don’t. Let’s talk about how to get your inbound marketing off the ground without stressing out.

Last Saturday, as I do most Saturdays, I went sailing. But, unlike most Saturdays, sh*&t just kept going wrong in this race. As I was covering my legs in the magical Arnicare (if you don’t know this cream, you are not prone to bruise a lot…), I started to think about whether we can apply apply some of the techniques we use on the boat to avoid and handle tricky situations to how we work, startup life and marketing.

A number of years ago I worked for an organisation where my CEO asked me: “Why don’t we just target everyone? In the end, it doesn’t matter where customers come from as long as they do.” You’d be surprised how often I’ve come across this statement since. Let’s look at why targeting everyone equals targeting no-one.  

We are drowning in acronyms and more buzz words than we can shake a stick at. Do we really need “inbound marketing” as a term? Is it not just digital marketing?