Our 3-step growth plan:
Design your:
Deliver your:
Get found by people looking for what you do. Target key accounts and manage with confidence. Augment your customer retention. And grow faster.
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Inbound marketing is a process for getting found by people looking for what you do. It is a programme that informs and educates, acquires permission, builds audience and compels prospects to take action.
Inbound is a buyer-centric methodology based on your ideal customer’s interests, fears, and aspirations at each lifecycle stage in the buyer’s journey. By demonstrating your understanding and empathy for the buyer’s pain, you layer content and experiences that position your company as the guide to help them solve their problem.
With inbound marketing, continuous improvement is an agile process. Data and experimentation powers the customer insights that inform more relevant and remarkable experiences. It is a mindset that delivers on the growth plan promise - the concept of Kaizen in practice: “Improvement by everybody, every day, everywhere.”
When you partner with Equinet, we cluster around you to drive every aspect of your inbound marketing strategy. Each quarter we meet to review performance, set new targets and agree on priorities for the next three months.
This cycle creates a pulse on your sales and marketing and develops a framework for continual improvement. We separate real performance drivers from vanity metrics and set up the tools to track and monitor engagement and conversion at every lifecycle stage.
Planning calls ensure that you are always aware of the work that is being rolled out and have an opportunity to discuss priorities as they arise.
Your account manager works closely with the rest of the Equinet team to ensure we always deliver the best outcomes.
Inbound marketing works best when it responds to what happens, not simply what was in the plan. So, your growth plan always responds to new challenges, solving customers’ problems and answering their questions in new and innovative ways.
Data-driven experimentation in pursuit of optimal results becomes a reality as you provide a culture of unique content. This collaborative approach helps everyone deliver on their collective goals.
Buyer behaviour today has changed how sales and marketing functions need to align and behave. And marketing is more analytical and better equipped to deliver sales enablement services to the sales team.
The inbound sales pro knows power has shifted to the buyer. Not everyone in their sales funnel is ready for a sales conversation. Or even in an active buying cycle. They are using social media, online research and specialist technologies to narrow their focus. Sales need to focus on prospects that are ready to connect.
Buyer’s don’t want to be ‘sold to’. They are looking for insight and knowledge around their area of interest. They want help from someone who can understand the context of that interest. The inbound sales pro will focus on building trust before reaching out to speak with a prospect. And they will take every opportunity to personalise the experience.
Nobody wants to be spoken at. When an inbound sales pro has connected with a prospect, they are in exploratory mode. They ask relevant and informed questions. Then listen and adapt to ‘follow’ the conversation and build more trust. They are tuned into discovering the prospects real intent and ascertaining if their solution is a good fit.
The inbound sales pro mantra is “always be helping” (not closing). They are unlikely to be rolling out the same presentation deck to every prospect. They are offering advice based on the challenges, circumstance and needs of each contact. And they are using content, language and propositions they will understand.
Have you got a documented sales process? Is the process functioning as it needs to? Are there any ‘disconnects’ in the sales process you should address? A Sales Process Review provides a data-backed analysis of your company’s sales process to discover areas where sales performance could be improved and new sales techniques introduced.
Creating a service level agreement (SLA) between Sales and Marketing is not always easy. It would help if you established a common language. Ideally, you’ll want champions on both sides committed to seeing the process through because it’s not a quick fix.
Do you have all of the sales materials to support your sales team at each step of a modern sales process? Working from what we discovered during your Sales Process Review, we can help write and design any missing assets and improve existing materials if required.
Account-based marketing (ABM) is a targeted approach where marketing and sales teams collaborate to target high-value accounts and win them as customers.
Historically it was difficult and expensive to scale ABM initiatives. But technology has made personalisation more scalable today. Everyone and everything is connected, and new channels, systems, and technologies allow us to communicate with customers on a new level.
But with information overload, being seen and heard can be a challenge. With larger accounts, the noise is even louder. And breaking through requires extraordinary attention and well-defined sales and marketing alignment.
Use firmographic data and business intelligence to identify and prioritise high-value accounts considering revenue potential, market influence, repeat purchase probability, and profit potential.
Identify how target accounts are structured, who decision-makers and influencers are, and how decisions are made.
Address clear and significant business challenges that target account face. We’ll help shape messaging and content that address the target account’s pain.
Where do target account buyers consume information? Do they prefer to watch, listen or read? At what stage of the buyer’s journey do they engage, and why might they fail to do so? Consider which channels are most effective for the roles or industries you target.
We will deliver coordinated and personalised cross channel campaigns and set up dashboards for revenue-based analytics that support an aligned sales and marketing team.
Whether you already have a formal customer service function or are considering developing one, we work with you to set up your process and tools to deliver the best experience for your customers.
How do you currently approach customer service? How do customers get in touch? Who fields those messages? How are they dealt with and tracked? At the outset, we map out your current process and work with you to determine how things could be better. We look at how best to employ the tools available in HubSpot’s Service Hub.
Your helpdesk is the system that lets you intake, triage, troubleshoot, and solve customer issues. What channels can customers use to alert you to issues? How quickly and efficiently are those issues addressed? A ticketing system helps your team keep track of problems until they are solved and report on every aspect of your process.
What are the proper channels for customers to reach out to you? Telephone? Email? Live chat? Website forms? Whichever methods you choose, they need to efficiently feed into your helpdesk process. Support team inboxes connected to email, chat and forms can help keep interactions in a central place. We will help you set those channels up in HubSpot’s Service Hub.
What are the stages that a customer experiences with your company, from initial purchase to becoming a promoter for you? By mapping that journey, we can identify what they are doing and feeling at each stage to improve their experience.
A knowledge base is a collection of articles answering questions about your product or service. With HubSpot’s Service Hub, you can set up a support bot to direct customers to the relevant knowledge base articles. It will help customers get self-service answers to common questions without taking up customer service team time.
Gathering customer feedback can help you understand what your customers are thinking and help you find meaningful ways to improve. Feedback tools like Net Promoter Score, Customer Effort Score, and Customer Satisfaction surveys give you actionable insights. And these tools can help you unearth potential advocates for your business. Advocacy can take the form of reference calls, testimonials, case studies, online reviews and more.
Deliver.
Inbound marketing is a process for getting found by people looking for what you do. It is a programme that informs and educates, acquires permission, builds audience and compels prospects to take action.
Buyer behaviour today has changed. Marketing is more analytical and better equipped to deliver sales enablement services to the sales team.
Account-based marketing (ABM) is a targeted approach where marketing and sales teams collaborate to target high-value accounts and win them as customers.
While getting new customers is essential, keeping existing customers is also crucial. It can be expensive to acquire new business. Growing companies prioritise keeping existing customers happy.