When running marketing campaigns, it’s only natural to measure the outcome so you can justify your costs and prove there's an ROI. Now, suppose the campaign was a resounding success and you saw an increase in new leads and your sales team closed a lot of deals. Obviously, you did something right, but the question becomes: what did we do to get these results? Attribution can be tricky to track, but tools like HubSpot make it easier.
A big part of B2B sales is making sure you have leads to convert. You may have built nice landing pages with HubSpot and have plenty of traffic coming in but it means nothing if leads aren’t being collected. This is where HubSpot’s forms come into the picture.
HubSpot’s workflows can seem complicated, but their marketing automation features are industry-leading. Whether you’re running a business or building a brand, marketing automation is a crucial aspect when it comes to achieving growth. It allows you to take, everyday, time-consuming marketing tasks and automate them using HubSpot, freeing up time for the marketing and sales team to focus on more important tasks.
Content is king. For businesses looking to generate leads or sales from organic searches, content marketing can prove to be a valuable channel. Many businesses post content in the hopes of getting it to rank on the first page of Google. However, most content posted by businesses is in need of content optimization. Posting content is easy, but optimizing the content so it ranks well is tricky.
For B2B marketers, qualified leads are the ultimate measure of success. As a marketer or Demand Gen team, your goal is to generate leads for your B2B business in a consistent manner. There are a variety of channels to generate leads from including advertising, email, cold calling, and others. One underrated channel for lead generation is B2B content marketing.
Gathering and analyzing metrics is the most critical aspect of every business strategy. Regardless of industry, metrics are the foundation for smart business decisions. When your business is a SaaS business, all metrics are important. However, if you want to grow your business, product engagement metrics should drive your marketing and business strategies.
Having a comprehensive Demand Generation strategy helps companies cultivate awareness of and interest in their brand. When successful, demand generation increases your brand awareness, improves the quality of your leads, and ultimately helps you close more sales and win more customers.
With all in-person events having been cancelled or postponed due to the COVID-19 pandemic, we decided to engage in a bit of a conversation with some of our fellow marketers to see how they are handling the situation. We wanted to know how B2B companies of all sizes were adjusting and what their future plans looked like. This lead us to asking each other questions such as:
Marketing strategies have evolved significantly over the past two decades for businesses, thanks to the plethora of new communication channels, sources of data, and technological tools available to marketers. One of the latest strategies to arise is demand generation, an approach utilized by a wide variety of B2B SaaS companies and services companies to increase demand for their products or services.
SaaS companies have a critical advantage that makes them appealing, compared to other types of companies and startups: the ability to scale. However, there are a few problems SaaS companies inevitably face. First, forecasting growth is exceptionally difficult, especially if you don’t fully understand the variables. Second, maintaining a proper balance of costs and revenue is vital if you want to succeed long-term.
