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How to implement Hubspot's Lifecycle properties correctly
You might have seen a customer lifecycle described as a funnel, a gradually narrowing path from “I’ve heard of that brand” to “Sign me up”.
Why I no longer want to be your fractional CMO
It's been 5 years since I left the relative comfort of full time employment to set up shop as an independent B2B marketing consultant and what an interesting and rewarding journey it has been! It is fair to say that I’ve never been happier in my career.
Jobs-to-Be-Done: Using Jobs Theory to Boost B2B Sales Enablement
As the old saying goes, customers aren’t buying a drill, they’re buying a hole in the wall. Or, even better, they’re buying the ability to hang a family portrait.
HubSpot and LinkedIn is a match made in B2B heaven
LinkedIn is not just for recruitment or snooping on colleagues. Top-performing sales and marketing teams love LinkedIn for lead generation, social selling & direct outreach to prospects, expanding a contact network, increasing brand awareness by sharing and amplifying company news/content/products & services, and let’s not forget highly-targeted paid advertising.
Sales enablement: setting goals and accountability
Something really magic happens when Sales and Marketing work well together. When one department feeds the other with inspiration, insight, tools and resources, the results can be ground-breaking.
How to implement video in B2B sales outreach
In a world of automated LinkedIn connect requests, canned follow-up messages and templated email sequences, you’d be forgiven for thinking that B2B sales outreach had got a little… robotic.
Why HubSpot is not as expensive as you may think
(and why it could just be the most cost-effective investment your business makes) When it comes to building a modern b2b business primed for growth, it’s all about how much effort you put into building a marketing tech stack that provides a scalable infrastructure.
How to enable your B2B sales team to close more deals with content
Sales and Marketing. Marketing and Sales. Though often confused by the uninitiated, these two areas of business are quite different entities, with quite disparate goals, strategies, and outcomes. They’re often thought to be so different, in fact, that the two departments often have a fractious relationship – especially in the B2B space.
Notes on project management trends
Whilst I have no formal training in project management (but plenty on the job experience), I'm convinced that as a discipline, it has never been more critical. Integrating project management into the way you work and where possible into the wider organisation has very tangible benefits, from adding competitive advantage to staying on-budget across departments.
How to track Hubspot form conversions in Google Tag Manager and Google Analytics
If you’ve chanced across this post you may be looking for a way to set up conversion tracking for your Hubspot forms in Google Analytics. Here is a simple way to accomplish this – however the first thing to note is that following method only works if: