HubSpot RevUp - The Revenue Marketing Podcast for B2B

In our fourth episode, we discuss the reasons many manufacturers and industrial companies are looking to make the shift to direct-to-consumer (D2C) selling for the new year.

Jack Williams, Ian Guiver and I will be discussing what D2C, or selling to your end consumer, actually is, why people are making the shift from traditional selling and the pitfalls to look out for when transitioning.

Speakers:

Rob White - Marketing Manager at Axon Garside

Ian Guiver - Managing Director at Axon Garside

Jack Williams - Commercial Director at Axon Garside

In our third episode, we discuss the key reasons to pivot to a data-driven website.

Our experts talk about adopting a data-driven mindset for website building, key CRO and website optimisation tips, and how any company can get started on this approach regardless of website size or capabilities.

Speakers:

Rob White - Marketing Manager at Axon Garside

Ian Guiver - Managing Director at Axon Garside

Chris Dunkerley - Head of UI/UX at Axon Garside

Key Discussion Points:

[00:02:15] The Role of Website Content in Generating ROI for Businesses

[00:04:37] Discussing Business Approaches to Website Building and ROI with Ian Guiver & Chris Dunkerley

[00:08:56] The Importance of Tracking Website Conversion in B2B Businesses

[00:11:38] Discussing the Importance of Data in Website Development for Manufacturing Industry

[00:14:34] Leveraging Google and Other Tools for Website Development

[00:16:32] Steps to Mobilise a Data-Driven Mindset for Your Website

[00:20:46] Strategies for Conversion Rate Optimisation (CRO) and User Testing

[00:23:20] The Meeting Point between Data-Driven Websites and Business Requirements

[00:25:40] Embracing a Data-Driven Approach for Website Optimisation

[00:31:50] Discussion on Trends and Personalisation in B2B and B2C UX Website

[00:34:30] The Importance of Personalised Experience in B2B Purchasing

We cover content diversification and creating a content machine for B2B marketing.

Our expert panel discuss how B2B buyers' journeys have changed with the rise of digital channels and how B2B marketers have to adapt their content strategies through content repurposing and diversification.

You can also expect a run-through of how to use HubSpot's Campaign suite to aid in this process.

Speakers:

Robert White - Marketing Manager at Axon Garside

Alison Irlam - Social Media Expert at Axon Garside

Lawrence Chapman - Content Lead at Axon Garside

Key Discussion Points:

[00:03:07] Discussing the shift in B2B buying behaviour and the role of content

[00:04:34] The Shift of B2B Towards Influencer Marketing in Social Media

[00:08:34] Diversifying Content for Optimized Performance

[00:14:00] How to Optimize and Repurpose Content for a Strategic Marketing Approach

[00:15:11] Content Repurposing Process Through Podcast and Articles

[00:18:05] Maximizing Value from Content via Social Channels and Repurposing

[00:22:57] Discussing the Use of HubSpot's Campaign Suite for Effective Data Tracking

[00:26:56] Utilising Different Types of Content Formats in Traditional Industries

[00:33:02] Analysing Metrics to Secure Leadership Buy-in with Content

The first episode of MarketingRevUp covers how B2B marketers can measure and demonstrate the value of their marketing efforts. Our hosts Rob W and Ian, discuss strategies for aligning marketing and sales, tracking leads through the funnel, and attributing revenue to marketing campaigns with our Head of Inbound Marketing, Rob Samuels.

We also cover defining marketing qualified leads, documenting sales criteria for lead acceptance, tracking conversion rates at each stage of the funnel, and leveraging marketing attribution tools like those in HubSpot.

You can expect to learn tangible ways to prove marketing's impact on pipeline and revenue.

Speakers:

Robert White - Marketing Manager at Axon Garside

Ian Guiver - Managing Director at Axon Garside

Rob Samuels - Head of Inbound Marketing at Axon Garside

Axon Garside is a growth agency that helps B2B companies generate more leads, opportunities and revenue with HubSpot. They offer services in inbound marketing, HubSpot enablement and implementation, and website development.

Key Discussion Points:

[00:01:22] Introduction to Axon Garside and their Marketing Rev Up Web Series

[00:04:19] The Shift in Measuring Marketing Effectiveness: From Traditional Metrics to Bottom-Line Impact

[00:11:37] The Importance of Defining and Measuring Marketing Value

[00:16:08] The Overwhelming Data Landscape in Marketing

[00:21:13] Navigating the New Data Touch Points and Content Saturation

[00:22:27] Evaluating the effectiveness of marketing campaigns

[00:30:19] Demonstrating the Importance of Data Centralisation in Attribution Reporting

[00:32:28] Cost-effective tactics for driving revenue with limited marketing budgets

[00:37:28] Efficient ways to educate leadership teams on the value of marketing

[00:39:51] Transition from Traditional to Inbound Marketing: Overcoming Challenges