Unlocking HubSpot
By BabelQuest
Unlocking HubSpotNov 26, 2021
Five Reasons to Use a Podcast in B2B + Quick Tips on Getting Started
The podcasting landscape continues to grow extensively as a staple form of entertainment for people around the world. According to Neal Schaffer, in 2021 alone there were 850k active podcasts with over 30 million total episodes.
That’s quite the number and it keeps on rising.
Podcasts, similar to other aspects of content marketing, should spark engagement, generate strong conversations with target audiences and stimulate thought leadership. There is a lot of scope in the B2B space for businesses to utilise podcasts as part of their content marketing strategy.
You may have already noticed but attention spans are only shortening across audiences which can be challenging. With content being so readily available everywhere, it is essential to encourage various content formats to stand out amongst the crowd.
Are you still not convinced?
Listen to learn the five reasons you should consider it - and tips on how to get started.
Written and recorded by Tobi Agbaje
For more great blog articles visit https://www.babelquest.co.uk/blog
Spotlight: Developing Custom Modules for Unmind in HubSpot CMS
Here is a look at that process of creating custom modules for the HubSpot CMS. From design and development to launch and results seen through the journey of one of our clients, Unmind.
Written and recorded by Jasmine Ojbro
For more great blog articles visit https://www.babelquest.co.uk/blog
Spotlight: Developing Custom Modules for Unmind in HubSpot CMS
Unmind, a mental health platform for workplaces, outgrew the templates they were using for their landing pages. They decided to create custom modules to be able to add bespoke areas to their existing pages.
Here, we talk through the process from start to finish, from design and development to launch and results of creating custom modules for the HubSpot CMS.
Written and recorded by Jasmine Ojbro.
For more articles on HubSpot and digital marketing, visit https://www.babelquest.co.uk/blog/
How Business Leaders Are Using Inbound to Adapt Their Operations and Scale (Part 2)
Discover how to surface new revenue streams, reduce risk, get visibility over ROI and unlock a framework for sustainable growth with inbound in this two-part series.
In part one, we introduced VFE, a globally recognised heat treatment equipment services provider, and the challenges they faced scaling the business in the midst of the pandemic.
In case you missed it, you can catch up here.
We explored how inbound provides a scalable framework around which organisations across industries can grow. But how did David Byrne, VFE’s CEO, track and measure the growth and how did the success of the inbound model support his business acquisition goal?
Written and recorded by Dr Thomas Brown.
For more great blog articles visit https://www.babelquest.co.uk/blog
How Business Leaders Are Using Inbound to Adapt Their Operations and Scale (Part 1)
Discover how to surface new revenue streams, reduce risk, get visibility over ROI and unlock a framework for sustainable growth with inbound in this two-part series.
Scaling more easily leads to greater profitability. But even during ordinary times, the process of growing in a scalable, repeatable way challenges business leaders to improve operations.
For one client, globally recognised heat treatment equipment servicing specialist VFE, these challenges were exacerbated in 2020 when factories fell quiet and site managers and their teams wrestled with new remote working legislation and social distancing directives.
The challenges this time brought will still be raw for most, but they weren’t exclusive to the manufacturing industry or to the pandemic. Every business looking to scale will need to navigate periods of uncertainty that challenge their existing business models.
In this instance, many organisations paused or reallocated marketing spend to minimise costs and reduce risk. But VFE didn’t see it this way. Its senior leadership team recognised that market disruption actually increased the importance of their communication channels.
Furthermore, they saw in HubSpot’s inbound marketing methodology a way to build a more sustainable business model and not only survive the disruption but drive long-term growth.
As more business leaders look to achieve the same, could inbound be the solution?
Written and recorded by Thomas Brown
Spotlight: Building Chatbots for Westminster Commercial Waste
With chatbot usage doubling over the pandemic, it’s no surprise that HubSpot’s chatbot tool is rising in demand. How could your business benefit? In this podcast, we share our experiences, and those of one of our clients, so you have everything you need to be inspired and get started with building your own.
Written and recorded by Bridget Reid. For more great blog articles visit https://www.babelquest.co.uk/blog
UX Design for Marketing: Practical Tips for Delivering a Better User Experience
Approach your marketing from a UX perspective to improve engagement, boost conversions and deliver a better experience to your prospects and customers.
This episode covers what exactly UX design is, what it means for marketers, and some UX quick-wins you can take away and implement on your digital marketing to help drive better conversion rates today.
Written and recorded by Jasmine Ojbro.
For more great blog articles visit https://www.babelquest.co.uk/blog
HubSpot CMS for Marketers: A Quick Guide
HubSpot is making waves by providing marketers with outstanding tools. It comes as no surprise that the HubSpot setup also includes a solution for managing websites.
In this article, I’ll be going through CMS Hub and looking at some of the features and functionalities that sold me on HubSpot as the solution for all marketing needs.
Written and recorded by Jasmine Ojbro.
For more articles on HubSpot and digital marketing, visit https://www.babelquest.co.uk/blog/
![How to Write Simple Yet Effective Tone of Voice Guidelines for Your Business [Key Sections to Include]](https://d3t3ozftmdmh3i.cloudfront.net/production/podcast_uploaded_episode400/18474883/18474883-1634126588540-366d9d770c3db.jpg)
How to Write Simple Yet Effective Tone of Voice Guidelines for Your Business [Key Sections to Include]
Can you confidently say that every piece of content your team publishes is written in the same voice?
Whether you outsource your content to a freelance gig or your subject matter experts write it, one of the biggest challenges we see businesses facing when they come to creating content is doing so in their brand's voice.
It's totally understandable, too. Freelancers rarely scrape the surface of a business, while subject matter experts are so deep in their areas of expertise that content can often go way over your target readers' heads. (There's a reason most UK national newspapers assume a reading ability lower than that of a 10-year-old — no matter how sophisticated the publication. Read more about why you need to find the right writing style for your business.)
What's a marketing or content manager to do?
Enter the tone of voice guidelines.
A tone of voice guide doesn’t need to be complicated and long for it to be useful. In fact, the simpler and more accessible you can keep it, the better.
As a start, we'd recommend that it contains just three sections: a definition of your voice, a brand dictionary, and some objective examples.
But first, what is a tone of voice guide and why does your business need one?
![Location-Based SEO: How to Rank for a Targeted Area [Beginner's Guide] with Dr Thomas Brown](https://d3t3ozftmdmh3i.cloudfront.net/production/podcast_uploaded_episode400/18474883/18474883-1633700969051-088a5de34402b.jpg)
Location-Based SEO: How to Rank for a Targeted Area [Beginner's Guide] with Dr Thomas Brown
The discipline of SEO has evolved greatly in recent years. You can attribute this change to Google’s ever-evolving search algorithm, but also to the fact that the way we’re searching is changing.
As a result, the way we implement our inbound marketing needs to change, too.
Long-tail, conversational keywords have become standard, with a report suggesting that search terms of 5+ words make up 41.7% of the overall keyword length distribution. As more and more content is appearing in search results, we’re adapting our method of search by using long-tail keywords to sift through content.
Voice search is also on the rise, which correlates to the increase in conversational long-tail keywords. In this increasingly competitive SEO battlefield, how do you get your content seen by your demographic?
An interesting tactic is to use location-based search engine optimisation. We've used this to great success for several of our clients, and you can use it to dominate your local searches, too.
How to penetrate new markets in Manufacturing and Engineering
Look back to 2019; one of VFE’s primary target sectors was aerospace, and the business was largely reliant on the ‘who you know’ approach to sales; AKA, the little black book of valuable contacts built up over years in the industry. Fast-forward to 2021, and the business has been acquired by Busch (UK), entered new markets and boasts a unified approach to sales and marketing which has facilitated the creation of a £28m pipeline - and a 50% improvement in pipeline quality.
In the interview, we learn:
- How David identified the need to open new revenue streams, and the approach used to penetrate them
- How VFE pivoted their business model to move from a focus on manufacturing, to a focus on services
- How they developed a unique voice which accurately represented their business and helped them generate more inbound leads
- The role of digital tools in generating new business and upselling to existing customers
- The importance of buyer personas, and how they have shaped their approach to communications
- How HubSpot has become the single source of truth for sales, marketing and operations
This is valuable content for:
- Business leaders looking to grow organically by opening new revenue streams, or considering growth through mergers/acquisitions
- Sales leaders looking to modernise selling in ‘traditional’ industries
- Marketing leaders looking to build a case for investment into HubSpot, or inbound marketing