I recently had a new client (and HubSpot devotee) describe HubSpot's Sales Hub better than I had in my 6 years of digital marketing. This B2B company's employees almost universally avoided using HubSpot until management forced the issue in 2023. The client's CEO explained:
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It's hard to keep track of all your customer interactions, especially as your business grows. It’s even more difficult to manage that customer support manually.
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Whether you're held responsible your company’s marketing, sales, operations, or customer service outcomes -- or all four -- HubSpot's got a solution. HubSpot's features list stretches to the moon and is the top reason 150,000+ companies use the platform (us included). Sounds lovely (and it is), but the massive list of software Hubs, features, and pricing tiers can overwhelm newcomers with lack of clarity.
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Those pondering how to improve their leaky sales pipeline usually audit one of the following: The fit of the leads reaching the pipeline The process that turns those leads to sales (or causes them to circle the drain) Account-based marketing can address both.
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In digital inbound/content marketing, we say, “Work SMARTer, not harder.”
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Research shows that today’s internet users prefer videos over text and pictures. (
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Many sellers and marketers aren’t quite sure how to re-engage cold leads, especially when it’s been 6 to 12+ months since they were warm.
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Today, even B2B buyers expect at least some level of e-commerce functionality from their vendors. Yep, even you, probably.
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You’ve worked with the folks at Customer Y and Customer X for 25 years each, and they still provide a nice chunk of revenue. Your business has been in the B2B/industrial game for 50-100 years, and the brand is already “well known” (somewhere, at least). Trade shows and sales visits to the prospect’s facility are what your sales team knows and is good at. (Though that pesky pandemic sure made it hard.) So, why invest in digital marketing?
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If you are executing digital marketing, congratulations! You are most likely already one step ahead of your competition, and making strides to meaningfully connect with prospects online. But, how do you know if you’re seeing continual success year over year, and improving your metrics?
Without the tools in place to analyze and benchmark your efforts, it is impossible to scale your online marketing and ensure continuous success.
