The Lehigh Valley HubSpot Users Group (HUG) hosted the first event at Fegley’s Brew Works in Allentown, sharing inbound marketing best practices over a few freshly brewed beers. The event was organized by SmartAcre, a lead and demand generation marketing agency.
Since the November 3rd meetup was the first of many Lehigh Valley HUG events to come, it only felt right to get back to the basics of inbound marketing. We zeroed in on the rise of marketing and sales technology, and the foundational inbound methods that can keep you on the road to success.
So what exactly did we learn at our first meetup?
1. Align inbound methodology with technology.
Mike Carroll, President at SmartAcre, kicked off the night by providing background on the ascension of software into the marketing and sales landscape. With a company’s technology stack consisting of an average of 17 different marketing softwares, and with over 3,800 options on the market, it can be difficult to know what works. Mike stressed that the key to a successful marketing technology stack is in an effective strategy, spearheaded by a marketing automation platform like HubSpot.
By allowing your marketing automation to be the ‘hub’ of your technology stack, sales and marketing goals can be better aligned through promotion, content delivery, management, and analytics.
2. Know your audience.
Lisa Zwikl, SmartAcre’s Director of Accounts, presented on one of the key components of inbound marketing: buyer personas. If you don’t know your audience, there is a good chance your content and marketing strategy will fail. Creating personas is the first step in developing content that resonates with your ideal customers, helping them to achieve a goal. She even shared an easy three-step method to developing content of value.
3. Life is a journey, not a campaign.
SmartAcre Senior Consultant, Eric McClatchy, tied the night together by providing examples of how a few companies have used their marketing automation technology (HubSpot) and carefully crafted buyer personas to engage their clients throughout each step of the buyer’s journey.
From initial contact, each strategy, campaign and tactic used should link back to your persona’s stage in the buyer’s journey: awareness, consideration, purchase, retention, and advocacy. Knowing and engaging with your buyer personas in the right way, at the right time, can lead them to becoming a long-time, loyal customer. His full presentation provided a deeper look at customer journey success stories that you can replicate to generate and nurture leads.
4. Everyone could use a HUG
HUGs are for everyone! Whether you’re a HubSpot customer, or simply a marketing professional, HUGs are a time where like-minded individuals meet to share ideas about marketing. It’s where we exchange tips, tools, and tricks to help each other start, improve, or expand upon inbound marketing efforts.
We hope to see you at our next Lehigh Valley HubSpot event! Subscribe to our blog to get the latest updates from the Lehigh Valley HUG and to receive details on upcoming events.
Interested in sharing your HubSpot knowledge? Contact us to learn more about presenting at our next HUG event.