So you’re an IT services company, and you have a great relationship with your vendor.
You’re on the front lines hooking in customers with your vendor’s great technology offering. You’ve never really needed to market yourselves strongly outwith this great offering, as your vendor has always gone through you.
But suddenly your Vendor has now realised that you’re not adding as much value to the equation as they had thought, and have realised the benefits of changing many of their models to software as a service. Worryingly for you, they’ve started selling directly to your customers, leaving you in the lurch.
Your shiny new site is live, your user journeys are all planned, and you’ve dotted all the lower case Js in your page meta descriptions, yet it still seems everyone’s taken one look at your site and thought “Nah, not for me thanks”.
A high bounce rate (a metric to measure the percentage of users who land on one of your web pages and leave before clicking to anywhere else) can seem like a daunting challenge. But, before you even think about how you’re going to get that rate down first ask yourself, is my bounce rate even that high?
In a recent press release from Gartner promoting their Content & Collaboration Summit 2014, Gartner talks about the “business consumer”.
Gartner’s VP Matthew Cain defines the “business consumer” as “an employee for whom business activities are one part of a wider lifestyle”. He goes on to say “individuals do not stop being consumers when they go to work. Business consumers often make more consumer-like choices in their workplace computing tools and styles to increase efficiency”.
We are very excited about the new Salesforce integration and the ability to pass a contact record URL to a member of the Sales team. These are going to make the relationship between Marketing and Sales even closer and help marketing to prove their value in the sales process. Here is some insight into the Hubspot Salesforce Integration and other product updates
HubSpot, Octopus Group and Brightfire recently collaborated on piece of research ‘Tech Heads’ which is all about understanding the ways IT decision makers find, consume and digest the information that informs their purchasing decisions.
The research is targeted at marketers in technology companies which is an industry sector that shows a strong adoption-rate of inbound marketing according to The State of Inbound 2013.
There are some key findings in the research that I would like to share with you, and to draw some practical conclusions from, on how we produce and publish content.
Recently, we asked our network on LinkedIn what they thought constituted a top quality content marketing blog.
So, if you’re searching Google looking for a good content marketing blog then a couple of blogs you definitely want to keep your eye on are Seth Godin’s http://sethgodin.typepad.com/ and Copyblogger’s http://www.copyblogger.com/
Seth Godin’s blog is a favourite of mine because he seems to be committed to simply getting something really interesting out and in circulation without giving too much thought to calls to action or what he will get in return.
As you read this, many tech heads are bound for dear Old London Town – if they’re not there already, for Inbound Marketing Week London.
Inbound Marketing Week, if you don’t already know, is a series of events globally focused on – wait for it… Inbound Marketing, enabling professionals to share knowledge and ideas about their own marketing.
Inbound Marketing Week 2014 takes place from the 2nd – 6th June and is powered by HubSpot in association with Eventbrite.
If you are interested in attending any of the events, there are 7 Inbound Marketing Week events running in London from the 3rd – 6th June. The events are as follows: