How did a new marketing department take a totally new approach to lead generation?
The company had been successful for decades as a provider of printing services, but since the print industry was becoming obsolete, Brian wanted to shift perception of the brand to a company that was integrating print and technology.
The business had never used marketing for lead generation.
Instead, it had relied on cold-calling and existing relationships. The only content the company had were ad hoc fliers the sales team had created using their own printing equipment.
Brian had two primary goals for his company:
After doing research, he determined the best approach was inbound marketing.
After finding an inbound agency (us!) via a recommendation from HubSpot, Brian had to get buy-in from his sales and management teams. He won over sales by explaining that inbound would allow them to focus more on closing deals and less on prospecting.
The first step was identifying the company’s target audience. After determining the company’s five major buyer personas, we created a content marketing strategy, which included blogs, infographics, premium downloads (such as eBooks and guides), video content and a website redesign.
During this time, we also onboarded the company onto HubSpot, which allowed them to take advantage of lead segmentation and scoring as well as marketing automation.