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Brand & Capture

Our Latest Blog Post

Inspiration for Your B2B Website Redesign

Kristen Hicks
Posted by Kristen Hicks

Whole industries are made up of products and services people need, but don’t necessarily get excited about. How are you supposed to make something like accounting services or medical manufacturing products compelling to visitors?

It’s not easy, but it’s not impossible. We dug up a few examples of websites created by companies doing work many of us might consider less than exciting but nonetheless manage to impress. Use these examples to inspire your B2B website redesign.

How to Solidify Your Inbound Marketing Agency Partnership

Annie Zelm
Posted by Annie Zelm

Hall and Oates. Steve Jobs and Steve Wozniak. Key and Peele. Ben and Jerry. 

The best partnerships are those in which two parties continually push each other to excel. Each brings unique talents and characteristics to the relationship. It's a relationship based on mutual respect, honesty and open communication. 

As marketers, these are our relationship goals. Whether we run a marketing department or work for an agency, we all want a partner who gets it, but isn't afraid to challenge our way of thinking. We want someone who trusts their team to do what they do best but still gives appropriate feedback. 

Like all successful relationships, strong partnerships require work on both sides and take time to develop. Here are a few steps you and your team can take to start off on the right foot.

Why HubSpot? It's the Right Software for Marketing and Sales

Sandy Moore
Posted by Sandy Moore

To create a meaningful connection between marketing and sales, you need to deploy the right software.

If you don’t, your inbound marketing efforts will be fragmented and disconnected, making it difficult to create meaningful connections between key pieces of data that inform your strategy.

Marketing could begin to feel overwhelmed and inadequate in their efforts to deliver ROI, and sales may begin to feel frustrated with the lack of communication and unqualified leads entering their pipeline.

Choosing the right software is essential to inbound marketing and sales cohesion. But you may not know where to start or how to choose the right platform for your business.

Here are several reasons why we believe in HubSpot as the top contender.

When Should You Hand Off Leads to Sales?

Jackie Van Meter
Posted by Jackie Van Meter

Marketing and sales departments can sometimes be at odds with each other, and ineffective lead hand-off is a major contributing factor.

The marketing team wants to maximize reach and evangelize the company’s brand. They’re looking for ROI with their lead generation efforts. Meanwhile, the sale team wants to close deals and spend their time talking to qualified leads—not just anyone.

When marketing doesn’t deliver a sales-ready lead, salespeople push back. When salespeople can’t close, marketers push back. This creates more animosity between the two departments.

So, what is the proper procedure to hand off leads? How can marketing and sales work together to achieve more synergy?

How to Boost SEO in 2017

Karen Taylor
Posted by Karen Taylor

If we’ve learned anything since the advent of Google, we’ve learned that Google is constantly tinkering with its SEO functionality. The latest change is to a popular feature called Content Keywords. 

Marketers used Content Keywords to get a list of the main keywords and phrases Google found when it crawled their websites, and to spot hacks. This information allowed marketers to gauge the overall theme of their websites and determine if they accurately highlighted keywords their personas would search for or find interesting.

It sounds like a valuable feature. Yet, late last year, John Mueller, Google’s Webmaster Trends Analyst, announced the company was dropping Content Keywords. This has left marketers with several questions, including this big one: Are keywords still relevant if I want to boost SEO in 2017?

Account-Based Marketing the Inbound Way

John McTigue
Posted by John McTigue


You're standing at the Pearly Gates waiting your turn, but fear not! You're an inbound marketer. You'll be welcomed with open arms because you provide helpful, interesting content that attracts people to your website and gently persuades them to give up their contact information and eventually become your customer. You never resort to spammy outbound tactics that fill peoples' inboxes with "salesy" garbage. You don't twist arms—you shake hands. You strike up a conversation with the guy waiting in line behind you.

6 Amazing Manufacturing Websites to Inspire You in 2017

Annie Zelm
Posted by Annie Zelm

Manufacturing companies are known for innovation, but that brilliance doesn't always shine through on their websites. 

Far too many try to cram too much information "above the fold" and adhere to other outdated design principles. They try to be everything to everyone—investors, engineers, suppliers, prospective employees—rather than mapping out a logical path. Others function as more of a brochure than an interactive, responsive site. 

So what makes the best manufacturing websites stand out? 

How to Segment a Contact Database Using HubSpot Lists

Matt Nagel
Posted by Matt Nagel

The value you glean from your contact databases will depend on how well you segment them.

What Is Lead Scoring and How Does It Work?

Jackie Van Meter
Posted by Jackie Van Meter

A customer relationship management (CRM) system makes it easier for your organization to not only track, organize and maintain relationships with prospects and customer, but to also nurture your leads and score them based on the criteria that matter to you most.

But according to HubSpot, 79 percent of B2B marketers have not established lead scoring.

When you have a properly developed lead scoring system, it makes it easier to prioritize prospects, convert more sales and make better use of the resources and personnel at your disposal. Let’s take a closer look at lead scoring.

SUGGESTED RESOURCES

Sales Enablement and CRM Guide
Download the High Performing Websites Guide
Discover the best Email Marketing Strategies for 2017
Check Out Essential Content Marketing KPI - Interactive Checklist