Inbound Unbound

Your HubSpot portal might be working — but is your revenue operation?

Too often, companies think they’re solving revenue problems when they’re really just fixing software tickets. A new workflow, dashboard, property, or automation might solve an immediate HubSpot issue, but it doesn’t necessarily address the process, strategy, or alignment problem behind it.

In this episode of Inbound Unbound, Michaela Ryan sits down with Vicki Sonne, Director of Revenue Operations at protocol 80, to break down the difference between tactical HubSpot support and true strategic RevOps.

They discuss why companies get stuck in reactive CRM management, the warning signs that your revenue operations need more than another HubSpot fix, and how strategic RevOps can better align your people, processes, technology, and data around growth.

You’ll learn: • The difference between HubSpot administration and strategic RevOps • Why fixing CRM issues doesn’t always fix the underlying revenue problem • Common signs that your sales, marketing, and customer processes are misaligned • How RevOps helps companies move from reactive problem-solving to scalable processes • What to look for when evaluating the RevOps support your business actually needs

If your team is constantly fixing workflows, rebuilding reports, cleaning up data, or wondering why HubSpot still isn’t delivering the visibility you expected, this conversation is for you.

Inbound marketing success doesn’t happen overnight — but the first 90 days are critical for building the right foundation.

In Part 2, we continue the conversation around setting realistic expectations for manufacturers investing in inbound marketing. We discuss how momentum builds over time, what early wins actually look like, and how strong partnerships between sales and marketing teams drive better long-term results.

Topics include:

• What manufacturers should measure early on
• Why traffic and engagement often improve before leads increase
• The role of sales enablement in inbound success
• How content compounds over time
• What separates successful inbound programs from stalled ones

The companies that see the best results from inbound understand that consistency, strategy, and alignment matter more than quick wins.

If your team is considering inbound marketing or currently in the early stages, this episode will help you better understand the process and what success really looks like.

Starting an inbound marketing strategy can feel exciting… and frustrating.

In Part 1 of this episode, we talk through what manufacturers should realistically expect during the first 90 days of inbound marketing. From building momentum to laying the foundation for long-term growth, inbound is a strategy designed for sustainability — not overnight results.

We cover:

• What happens during the early stages of inbound marketing
• Why immediate lead generation expectations can create frustration
• The foundational work required for long-term success
• How SEO, content, and CRM strategy work together
• Why patience and consistency matter in manufacturing marketing

Inbound isn’t a quick fix. It’s a long-term strategy focused on building trust, visibility, and sustainable lead generation.

If you’ve ever wondered, “Why isn’t this working yet?” this conversation is for you.

What separates average manufacturing content from content that actually drives leads and revenue? Strategy.

In Part 2 of this conversation, we dive deeper into how manufacturers can align brand voice, audience needs, SEO, and sales goals to create content that performs long after it’s published.

We discuss:

• How to build a content strategy around real buyer questions
• Balancing technical expertise with readability
• Why consistency matters in manufacturing marketing
• The connection between content and lead quality
• How strong content supports both sales and customer trust

High-quality content doesn’t happen by accident. When done strategically, it helps manufacturers attract better-fit buyers, improve search visibility, and create stronger relationships throughout the sales process.

If your content feels disconnected from results, this episode explains why strategy is the missing piece.

Great manufacturing content isn’t just about writing blogs or checking a box on your marketing plan. Behind every high-performing piece of content is a strategy built around audience intent, SEO, brand positioning, and buyer education.

In Part 1 of this series, we explore why content strategy matters more than ever for manufacturers trying to stand out online. We discuss how strong content connects sales and marketing, helps buyers move through the decision-making process, and creates long-term visibility in search.

Topics covered include:

• Why content should start with buyer intent
• The role SEO plays in manufacturing marketing
• How manufacturers can create content buyers actually want
• Common content mistakes industrial companies make
• Why strategic content becomes a 24/7 salesperson

Manufacturers often think content is simply words on a page. The reality? The right strategy can turn your website into one of your most valuable sales tools.

Subscribe for more manufacturing marketing conversations from Protocol 80.

Search is changing fast, and manufacturers can’t rely on traditional SEO alone anymore. In this episode, we break down Generative Engine Optimization (GEO) and what it means for marketers trying to stay visible in AI-generated search experiences.

From ChatGPT and Gemini to AI-powered search summaries and recommendations, buyers are discovering brands in entirely new ways. We discuss how content strategies need to evolve, what AI platforms look for when surfacing answers, and how manufacturers can create content that earns visibility across both traditional search engines and generative AI tools.

You’ll learn:

• What GEO is and how it differs from traditional SEO
• Why AI-generated search results are changing buyer journeys
• How to structure content for AI discoverability
• The importance of authority, context, and intent in modern search
• Ways manufacturers can future-proof their content strategy

If your content isn’t optimized for how buyers search today, there’s a good chance your competitors are already showing up where you’re not.

Subscribe for more manufacturing marketing insights from the Protocol 80 team.

You’re putting in the work to generate leads… so why are so many slipping through the cracks? In this episode, we sit down with one of our sales specialists to unpack a major issue we see across manufacturing and B2B companies: poor follow-up is quietly killing revenue. In fact, up to 80% of leads go untouched or underutilized—not because they’re bad, but because the process is broken. We dig into: Where leads actually get lost after they convert The real cost of slow (or nonexistent) follow-up Common CRM mistakes that sabotage sales efforts How HubSpot automation can ensure every lead gets timely attention The role of CRM hygiene in closing more deals Simple fixes you can implement right away Plus, we play a round of “Love It, Hate It, or Indifferent” on hot-button sales and marketing topics from automated emails to speed-to-lead expectations. If your team is generating leads but struggling to convert them, this conversation will help you identify the gaps and fix them.

Loop Marketing isn’t just a buzzword but it’s also not a complete reinvention. So what does it actually mean for your strategy moving into 2026? In Part 2 of our conversation with Holly Jobe, COO of protocol 80, we go deeper into how marketers can apply the Loop mindset in real life — especially in B2B and manufacturing environments where long sales cycles and complex buying groups are the norm. This episode focuses on execution: How to translate Loop Marketing into your 2026 annual planning Where marketers should shift budget, time, and focus The growing importance of customer retention, advocacy, and post-sale engagement How AI and automation can help you move faster — without sacrificing strategy What’s actually working right now (and what’s not) We also wrap things up with a rapid-fire “Love It, Hate It, or Indifferent” segment, reacting to some of the biggest marketing trends heading into 2026 🔥 If Part 1 was about understanding Loop Marketing… this episode is about putting it into action.

At HubSpot INBOUND 2025, the concept of Loop Marketing took center stage. But is this truly a new way of thinking, or simply a modern evolution of inbound principles we’ve been using all along? In this episode, we sit down with Holly Jobe, COO of protocol 80, to break it all down. Together, we explore how Loop Marketing compares to traditional inbound, what it actually means for B2B marketers (especially in manufacturing), and how teams should be thinking about their 2026 strategies. We dig into: The real difference between Inbound vs. Loop Marketing Why Loop may feel new — but isn’t entirely new How marketing, sales, and service alignment plays a bigger role than ever What marketers should prioritize as they plan for 2026 growth Where AI and automation fit into the modern marketing loop Plus, we wrap things up with a fun “Love It, Hate It, or Indifferent” speed round on some of today’s biggest marketing trends 👀 If you’re trying to build a more efficient, scalable marketing strategy without getting caught up in buzzwords, this episode is for you.

Most B2B manufacturers know they should be focusing on high-value accounts. The challenge is knowing how to actually execute ABM without wasting time on unqualified leads.

In this two-part episode, we break down how manufacturers can win big with account-based marketing using HubSpot’s built-in tools. Host Michaela Ryan sits down with Justin Carey, Growth Consultant at protocol80, to walk through what a practical, effective ABM strategy looks like for manufacturers and how HubSpot supports it from planning through execution.

You will learn how to:

• Identify and prioritize high-value target accounts
• Align sales and marketing around the same ABM goals
• Use HubSpot’s ABM features to personalize outreach at scale
• Reduce wasted effort on low-quality leads
• Build an ABM program that actually drives revenue, not just activity

Whether you are new to ABM or looking to improve your current approach, this episode provides a clear, actionable framework tailored specifically for manufacturing marketers using HubSpot.

This episode is split into two parts for easier viewing. Be sure to watch both to get the full ABM playbook.

Ready to put ABM into action? Contact protocol80 to see how their team helps manufacturers plan, launch, and optimize ABM strategies in HubSpot. Visit https://www.protocol80.com/contact to get started.