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Inbound Marketing Age

Gemma Rogers

Gemma Rogers
Gemma is an Inbound Marketing Consultant at Equinet specialising in the manufacturing sector. She brings over 15 years of experience in sales and marketing from large multinationals and start-up businesses. Her passion is for creating unique and memorable campaigns to engage and delight.

Recent Posts

Manufacturing content marketing 2019 - what you need to know

Written by Gemma Rogers  |  5, December, 2018  |  0 Comments  Subscribe

Research shows that in 2018 manufacturers are turning to content marketing to ensure they are front and centre when prospects are conducting their own online research.

However, the latest research by The Content Marketing Institute suggests that even though 64% of manufacturing content marketers say their organisation’s content marketing is much/somewhat more successful compared with one year ago, many are still in the early stages of implementing content marketing.

Here is a roundup of the key takeaways of the "Manufacturing Content Marketing 2019: Benchmarks, Budgets and Trends" report.

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Why you need to ditch the funnel and adopt a flywheel

Written by Gemma Rogers  |  21, September, 2018  |  0 Comments  Subscribe

The Sales funnel has been a cornerstone in marketing strategy for over a century. Believed to have been invented by E St Elmo Lewis in 1898, the sales funnel is widely regarded as the first formal theory of marketing.

However, in today’s buyer-centric environment the model is no longer fit for purpose. The traditional sales funnel prioritises marketing and sales over customer service and favours closing the next deal over your existing customers. Customers are a by-product of the sales funnel, not the central focus.

If you think about how a funnel works. You have a large amount of energy at the top with lots of people aware of your company, a smaller amount of people engaging with your company in the middle, and even fewer people at the bottom becoming customers, at which point they fall out the bottom and the process ends until you then pour more into the top.

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How to grow your business with the HubSpot Growth Stack

Written by Gemma Rogers  |  5, September, 2018  |  0 Comments  Subscribe

If you are working in Sales or Marketing for a growing business, you will undoubtedly be looking for practical tools to help you grow. Tools that can keep pace with your ever-changing business model and that help you streamline efficiencies in the way you market, sell and communicate with your customers.

However as your list of tools grow, the amount of time and attention they take grows. Your tool stack can become disjointed. Some of your tools may not integrate so you spend more time moving data around from one to another.

With HubSpot’s marketing, sales, and CRM software, you can focus on generating leads and revenue and forget about managing a stack of scattered tools.

Here is how.

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How to stop Facebook algorithm changes affecting your business page

Written by Gemma Rogers  |  9, August, 2018  |  1 Comment  Subscribe

Facebook has been getting a pretty tough time of late in the media and the courtroom. Fake news, scandals and security breaches meant its reputation took a battering.

In January 2018, Facebook's algorithm changed drastically to prioritise posts that create meaningful conversations and interactions, especially between friends and family.

Great news for Joe Public, but not so great for businesses looking to gain new customers via Facebook marketing.

The new algorithm makes it much harder for business pages to get seen unless you have a very engaged audience who frequently like, comment and share your social posts.

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Top 5 HubSpot sales tools, and why you need them

Written by Gemma Rogers  |  31, May, 2018  |  0 Comments  Subscribe

Throughout my career in marketing, one common obstacle has always remained. Getting Sales to buy-in to and use the company CRM (customer relationship management) system of choice.

In the early days of the internet (yes, I remember them), CRM systems were cumbersome, time-consuming and unintuitive to use. Salespeople were field-based, and spent their days clocking up mileage visiting potential customers. Admin was seen as a frustrating waste of time that they could be spending on generating commission.

Times have thankfully changed, and CRM systems are no longer (or shouldn't be) a big messy anxiety-inducing database. A good CRM system should help you manage relationships and sell more efficiently.

It should be your sales people's secret weapon.

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Why lead response time is still key in 2018

Written by Gemma Rogers  |  8, May, 2018  |  0 Comments  Subscribe

Changes in customer behaviour are widening the gap between buyers’ expectations and sellers’ tactics. it is well versed that today's buyers would rather conduct their own research online than pick up the phone to Sales.

In response to this savvy marketers are driving traffic to their websites through inbound marketing methods; generating organic traffic and using topics and keywords to boost search engine rankings.

But marketers are also spending budget on advertising.

The Advertising Association is projecting that total UK advertising spend in 2018 will grow 2.8% to £22.7bn. The report also revealed that almost one in four pounds spent on advertising in the third quarter of 2017 went to mobile, which recorded year-on-year growth of 30.7%.

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How to use inbound marketing to make B2B trade shows successful

Written by Gemma Rogers  |  17, April, 2018  |  0 Comments  Subscribe

Trade shows and exhibitions have long been a mainstay in traditional marketing. The word “exhibition” originates as early as 1649. It is a derivative of the Latin word "expositio", meaning "displaying" or "putting on a show" (Morrow, Sandra L.)

Despite advancements in technology and the internet changing the way customers buy, B2B trade shows remain an important part of the inbound marketing mix. But like all other marketing activities, they are only effective if they are properly planned and executed as a part of your overall inbound marketing strategy.

In reality, your buyers do not need to attend a trade show to learn about your products anymore, they can visit your website, social channels or read online reviews.

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3 reasons why inbound works for manufacturing marketing

Written by Gemma Rogers  |  20, March, 2018  |  0 Comments  Subscribe

While manufacturers are often pioneers when it comes to production, supply chain management, and new product development, many are laggards when it comes to marketing.

With the rise of the internet, global competition and technological advancements changing the way in which customers purchase goods and services, denial is no longer an option and those companies not willing to ditch the old school marketing methods risk getting left behind.

Manufacturing companies that have embraced inbound marketing are reaping the rewards. Here are some reasons why inbound and manufacturing are a good fit.

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5 ways to repurpose content to boost your web traffic

Written by Gemma Rogers  |  7, March, 2018  |  1 Comment  Subscribe

To succeed at inbound marketing you need a constant stream of fresh content. And those who write content as part of their job will tell you the challenges they face continually coming up with new ideas, or angles to take.

But what if the answers are already in your content library, you're just not looking in the right places?

Repurposing content means reusing your existing content in a different way.

Here are some ideas.

Blogs into Vlogs

Turning your old posts into video blogs, or as they’re more commonly known, ‘vlogs’ are an informal, conversational way to get your message across to potential customers.

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How to create an inbound sales funnel

Written by Gemma Rogers  |  22, February, 2018  |  0 Comments  Subscribe

A sales funnel is a visualisation of how many leads you need to convert into business. It helps you to look for areas of improvement in your sales process, forecast future production / resource requirements and ensure Sales are focusing their efforts on the right type of leads.

The first step in creating a sales funnel is to set a quantifiable goal, this will be based on the number of sales you need to achieve in a given period. Then work backwards through each step of your sales process and work out your conversion rate at each stage.

Working backwards from your sales goal, and factoring in your conversion rates enables you to estimate how many leads are required to generate the sales you need.

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Instagram marketing for business. What you need to know.

Written by Gemma Rogers  |  15, February, 2018  |  0 Comments  Subscribe

As discussed in a previous post, Instagram marketing is a real opportunity for B2B. In 2017, 70.7% of US Businesses Are Using Instagram, compared to 48.8% in 2016.

People follow businesses on Instagram to get a behind-the-scenes look at what they are up to. They want to be shown your products, but also want a glimpse into everyday life.

If you want to use Instagram for business but are unsure how to get the most from the channel here are some tips.

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How to conduct a B2B sales process review

Written by Gemma Rogers  |  7, February, 2018  |  0 Comments  Subscribe

It is well documented that B2B Sales is changing. Buyers are more educated, not only about your products but also your competitors. They no longer need a salesperson to help them make informed decisions.

If you follow an inbound marketing approach, your sales team have access to information such as: which web pages prospects have viewed and what content they downloaded. This can tell you their life cycle stage and which of your buyer personas they identify with. The lead may have also been nurtured through workflows, at each step attracting negative or positive scoring which helps generate marketing qualified leads (MQL) that are ready for Sales qualification.

The role of Sales now is more advisory, and salespeople need to be cognisant of all the information the buyer has accessed, and adapt their approach accordingly.

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Why social media training is important in B2B marketing

Written by Gemma Rogers  |  2, February, 2018  |  0 Comments  Subscribe

Social is something of an anomaly in that it is one of the few marketing tools that embraces both our personal and business lives. This could lull you into a false sense of knowledge and security by assuming your staff know how to ‘do social’, and therefore no formal social media training is required.

However, B2B social is very different to your personal social. And in an increasingly overcrowded space having a clear social strategy is crucial. Without a clear strategy, how can you measure your outcomes? And without formal social media training, how do your staff know how to behave?

Here is a guide to training your staff to use social media for business.

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How to tackle B2B Instagram marketing

Written by Gemma Rogers  |  17, January, 2018  |  0 Comments  Subscribe

As the popularity of inbound marketing soars so does the competition for audience. In a crowded marketplace, it is getting harder to stand out, and it seems every month a new marketing tool or platform is being launched.

One platform that is rising in the ranks is Instagram.

It is quite staggering to think that in 2012, Instagram had 50 million monthly active users. Now, it has 700 million.

That’s an increase of 1,400% in just five years.

Why? Because it is visual. Language barriers are not an issue. Facebook owns it - and they know a thing or two about social, and it is almost exclusively a mobile platform.

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Why you need a B2B content distribution strategy

Written by Gemma Rogers  |  3, January, 2018  |  0 Comments  Subscribe

Inbound marketing relies on a steady stream of original content. But, just publishing content on your website, no matter how remarkable it is, and expecting it to get found is not an option.

Content shock’ is real. We are reaching a point where the volume of online content is outweighing our human capacity to consume it.

Before you put pen to paper, you need to define your B2B content distribution strategy. Here are some tips for setting out a content distribution strategy.

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The top 6 B2B blogging trends in 2017

Written by Gemma Rogers  |  20, December, 2017  |  0 Comments  Subscribe

For the past four years, Orbit Media Studios have been compiling statistics on B2B blogging trends. This year's findings make very interesting reading indeed:

  • The length of time taken to write a post has increased.
  • The debate about ideal length is, and probably forever will be, unresolved.
  • If you want to stand out from the crowd include audio.
  • The use of paid social and search is on the rise.
  • One in four bloggers is now using influencer outreach to amplify their content.
  • Despite the increase in paid promotion, only 32.2% are vigilant about checking analytics.

Let's look at each of these in turn.

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The pros and cons of outsourcing your B2B content writing

Written by Gemma Rogers  |  29, November, 2017  |  0 Comments  Subscribe

B2B Content marketing focuses on creating, publishing and distributing content for a targeted audience online. If inbound marketing is the engine, then content is the fuel.

In a previous post, we discussed whether you should recruit internally or hire an inbound agency partner. If you do decide to go it alone it is likely you are still going to need a content writer. In fact, according to Content Marketing Institute’s (CMIs) research, over half (56 per cent) of B2B companies outsource at least part of their content marketing.

Implementing inbound is time consuming. B2B content writing is time consuming. Without someone dedicated to both, you will end up with excellent content but no marketing activity to share it, or excellent marketing activity but with the same tired, sparse content offers.

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How to find your inbound agency dream team

Written by Gemma Rogers  |  14, November, 2017  |  0 Comments  Subscribe

In a previous post, we discussed whether you should recruit internally, or hire an inbound agency to manage your marketing.

But, if you do hire an agency, how do you know they have the right skill sets or are the right fit for you?

In this post, we look at who makes up an inbound marketing agency dream team, and how to spot them.

Strategic Analyst

Attempting any marketing activity without a clear strategy is like watching young children learning to play football. The kids all chase after the ball without thinking about where the game will go next, and adjusting their positions accordingly. They lack the experience to develop a clear strategy and think beyond their next touch.

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Is an Inbound Agency partner better than a unicorn?

Written by Gemma Rogers  |  30, October, 2017  |  0 Comments  Subscribe

If you're in the early days of implementing inbound, or if you're still considering whether inbound is the right fit for your company, one of the first questions that comes to mind is bound to be: what is it all going to cost? That's not just monetary value, but also effort and resource.

Inbound marketing, when done right, takes time. It requires precision planning, execution and analysis, which gives even the most capable of marketers a burgeoning to-do-list. It also won’t necessarily replace the valuable work of your existing marketing team - exhibitions, merchandising, trade shows, internal communications, paid media etc. So in order to do it properly, it is likely you are going to need to call in the experts. In this blog, we outline two options - recruiting an Inbound Marketing Specialist, or Hiring an Inbound Agency. 

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What are pillar pages and why do you need them?

Written by Gemma Rogers  |  11, October, 2017  |  0 Comments  Subscribe

If you follow any of the leading content marketing blogs, you will have noticed ‘pillar pages’ or ‘pillar content’ is getting a lot of airtime lately. The phrase has been around a while, as long ago as 2013, (which in SEO terms is ancient)  but has come to the forefront recently, it seems, by HubSpot adopting the approach, along with the concept of ‘topic clusters’.  

What is a Pillar Page

If you’ve been doing inbound marketing a while, you may be wondering what the difference is between pillar content and cornerstone content. The good news is cornerstone content is virtually indistinguishable from Pillar content, they’re just branded differently.

Pillar page - as the name suggests are architectural, and involve structuring your website around key pages. Cornerstone content pieces are solid foundational content from which the rest of your content should branch from, and link to.

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How to master evergreen content for your manufacturing company

Written by Gemma Rogers  |  20, September, 2017  |  0 Comments  Subscribe

A common problem in content marketing is constantly coming up with new ideas to write about. And any content marketer knows how crushing it is when a post you have poured over, put your heart and soul into, doesn’t generate you any results.

Conversely, you will know the delight at when a post you wrote 1-2 years ago, maybe even 5 years ago is still generating traffic and leads. This evergreen content is the holy grail of content marketing; “It’s that article that consistently ranks well in search and drives 65 percent of your site traffic, even though it was written in 2011”.

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4 examples of content marketing for manufacturing

Written by Gemma Rogers  |  31, August, 2017  |  0 Comments  Subscribe

Earlier this year we wrote about the benefits of content marketing for manufacturing, following research published by the Content Marketing Institute (CMI) at the end of 2016 which showed 85 per cent of manufacturing marketers use content marketing but only a third (33 per cent) say that their organisations have clarity on [what constitutes] content marketing success.

In this post we will give four examples of how your manufacturing company can use content marketing to your advantage.

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How to use HubSpot to improve your manufacturing sales process

Written by Gemma Rogers  |  10, August, 2017  |  0 Comments  Subscribe

Manufacturing is an incredibly innovative industry, accounting for more than three-quarters of all private-sector research and development (R&D) in the United States (National Association of Manufacturers).

But manufacturing is also incredibly competitive. Factors such as global competition and Industry 4.0  mean it is essential your sales process keeps pace with your R&D, or you risk leaving customers in the dark; especially considering the sales experience drives 53% of customers’ buying decisions (Colin Masson).

One area you may not have considered the use of technology in is your manufacturing sales process. Many manufacturing businesses have traditionally relied on a direct or distributor sales force to generate growth. This approach simply doesn’t work as well as it did.

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Why your manufacturing company needs an inbound marketing strategy

Written by Gemma Rogers  |  27, July, 2017  |  1 Comment  Subscribe

There is no escaping the fact that there has been a seismic shift in the way customers buy, and the manufacturing industry is no exception. Research shows nearly 90 per cent of B2B buyers begin by doing their own research online.

Manufacturers can no longer rely on a direct or distributor sales force to generate growth. Traditional sales and marketing tactics, such as print advertising, trade shows and cold calling don’t work like they used to. It is also difficult to calculate the ROI of such methods for manufacturing companies with typically long sales cycles. The famous quote: “I know that half the money I spend on advertising is wasted. My only problem is that I don’t know which half” rings very true. In an industry which relies heavily on measurability of processes and systems, this is something of a discord.

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How to leverage LinkedIn for Professional Services Marketing

Written by Gemma Rogers  |  13, July, 2017  |  0 Comments  Subscribe

The professional services industry has traditionally relied on referrals to fuel business growth. Trust and good relationships are created and built upon through hours of networking and recommendations from current clients. However, while word-of-mouth is still an effective tool, it is no longer enough on its own.

With 64% of the UK’s population of over 65 million active on social media spending an average of 108 minutes a day on one or more social networks, you can’t ignore social as an essential way to connect with people and businesses (Keith Herrington).

But, get social wrong, and it can cause more damage than good to your reputation and your business. Your strategy for social needs to cascade down from smart goals set out in your professional services marketing strategy. Here are some tips to maximise the potential of LinkedIn for your professional services firm:

FREE Checklist: Your common sense guide to getting posts right on social

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Marketing Manufacturing: 4 things you need to know about social

Written by Gemma Rogers  |  29, June, 2017  |  0 Comments  Subscribe

Social media is seen as a necessary evil by many marketers; with billions of users “live” on these networks worldwide, you need to participate to maintain and expand your audience. If you don’t, you are likely to get leapfrogged by your competition. Content Marketing Institute shows that 85% of manufacturers were using social media content as a marketing manufacturing tactic.

However, it is not enough to have a presence, in fact a neglected or poorly managed social channel can be more damaging than no social at all. Social media takes time and every business knows that time is money. But it also requires thought. If you do jump in without thinking through the consequences, not only will you waste precious time, but you
 may end up doing damage to your organisation’s reputation and bottom line.

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Sales has changed, and now you need to adapt

Written by Gemma Rogers  |  15, June, 2017  |  0 Comments  Subscribe

Everyone loves to hate Salespeople. Recent research showed that Salespeople rank lower on the scale of trustworthiness than politicians - yes, less than Donald Trump.

Ask anyone what they think about Salespeople, and they will probably think used car salespeople ala Mr Wormwood. But as the power has shifted to the buyer the criteria for being a sales person has also changed.

Regardless of what business or industry you are in, the last thing your customers want is to be sold to. Instead, they want to be advised, counselled and coached through their buyer journey. It is salespeople that have the ability to establish rapport with their customers and create an atmosphere of trust that will succeed. Sales have changed, and you need to adapt.

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How to generate more leads for your manufacturing company

Written by Gemma Rogers  |  18, May, 2017  |  0 Comments  Subscribe

Inbound marketing can help manufacturers close leads to sales, but how do you attract visitors to your site in the first place? In a manufacturing context, where traditional sales and marketing methods are still the default, switching to an inbound mentality can feel like a leap of faith. One of the toughest challenges a marketing team can face is getting buy-in from the C-Suite where the norm can be to see marketing as an expense, rather than an investment.   

What if you could prove that inbound marketing will not only bring your manufacturing company more leads than traditional marketing methods, but they will be good quality – sales ready leads? Here are some ways in which inbound can help your manufacturing company with B2B lead generation.

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How to prove the value of Inbound to your CFO

Written by Gemma Rogers  |  9, May, 2017  |  2 Comments  Subscribe

Inbound is more than just a marketing strategy; Inbound is a philosophy that is engrained into your company's DNA. However, one of the toughest challenges Marketing can face is getting buy-in from the top.

Inbound takes time, resources and expertise to implement correctly. How do you get your C-Suite to not only sign off on the time and money required but also emotionally and professionally invest in Inbound?

Out of all the C-Suite, it is often hardest to convince the Chief Finance Officer (CFO). It can seem that the finance and the marketing departments exist in two entirely different worlds; finance views marketing as a monthly expense while marketing view finance as a money source (Jim Lenskold).

Here are some ideas on how to communicate the value of inbound to your CFO.

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Why you need an inbound website redesign

Written by Gemma Rogers  |  27, April, 2017  |  0 Comments  Subscribe

Anyone who has been through a website redesign in the past decade or so will know it can be stressful and time-consuming, often running over time and budget. The website finally launches but is left for a year or two to gather dust. Unsurprisingly, it fails to deliver leads, so two years later you bite the bullet and do it all over again.

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