hosted by

The fully-certified Hubspot Gold Partner

RICHARD STRANGE

Situation •  Living life at the coal face •  Often Late in the buying cycle •  Branded Keywords are tough •  Overshadowed by the vendor in results •  Selling identical products •  Leads are location led: UK/regional/local •  Dominance of sales not marketing •  Co-marketing is a challenge

TRUST CURVE product research stage hard to diff – it’s down to prices and offers

START •  Personas •  Differentiate •  Personality •  Demonstrate your Service, Experience and

Sectors

Content •  YouTube - transcripts •  Optimise pages on solutions •  Get decks and pdfs •  Rewrite •  Reformat, rename, re-brand •  Images – rename long tail •  Look in Sales’ emails •  Webinars – again get vendor •  Get vendor to guest blog •  Case studies •  LinkedIn discussions, vendor portals •  Put out lots of help and service content - +

customer services

•  Original content •  Reviews – you’re at the coal-face •  Vendor has:

–  product managers –  channel managers –  territory managers –  vertical and bus transformation

•  No follow links to the vendor •  Simplify blogs for the real people and their

bosses – make it easy to say yes •  Get your badges on show •  Be the most talked about •  Follow the vendor’s calendar •  seed content early for upcoming events

and exhibitions

Reformat and Repurpose Content •  Vendor website •  YouTube - transcripts •  Optimise pages on solutions •  Get decks and pdfs •  Questions in vendor webinars •  Rewrite, reformat, rename, re-

brand •  Images – rename long tail •  Case studies •  Put out lots of help and service

content - + customer services

•  No follow links to the vendor •  Simplify blogs for the real

people and their bosses – make it easy to say yes

•  Get your badges on show •  Be the most talked about •  Follow the vendor’s calendar

Original Sources •  Look in Sales’ & Service emails •  Collaborate with Vendor

–  product managers –  channel managers –  territory managers –  vertical and bus transformation

•  Webinars – again get vendor •  Get vendor-people to guest blog •  Case studies •  LinkedIn discussions, vendor

portals •  Put out lots of help and service

content - + customer services

•  Reviews – you’re at the coal-face

–  X vs Y •  LinkedIn discussions, vendor

portals •  Follow the vendor’s calendar •  Seed content early for

upcoming events and exhibitions

•  Hire Industry Bloggers and Trade Mag Journos/Editors

SEO and keywords •  Google page #1

–  wiki –  youtube –  vendor –  product url

•  Go long, go solutions, go problems •  Understand Hummingbird •  No follow link exchanges •  Bag the product name URL?

Progressive •  Use forms to gather intelligence

–  for sales –  for marketing

•  Use TYPs •  Ask in email – what to do you

want from us?

PAID MEDIA •  Be selective on PPC •  Branded keywords – quality score •  Consider social media advertising •  Content CTAs in trade email newsletters •  Mini events – have a content agenda – ask •  Consider sponsorship – for content and

building family

PERSONALISE •  by industry •  product •  content on the page

Lead Nurture •  Qualify and learn •  Use it to show off your

customer service •  Don’t jump in too fast

•  Use it to show how simple it is working with you

•  Show them how you’re different

Social Media •  Groups •  Twitter – your new PR wire – feed them •  Where your customers are •  Twitter – follow the vendor •  Leverage your whole company

BE INBOUND •  Transform your organisation •  Whole of company •  Whole of channel and customer chain •  Be helpful, useful and interesting

Analytics •  For ROI and co-marketing – measure •  ROI at marketing ‘event’ level •  Better qualified sales leads

hosted by

The fully-certified Hubspot Gold Partner