Inbound marketing
Long-form content on the questions your buyers ask, search and AI-answer visibility, email nurture, and the landing pages and forms that turn a reader into an enquiry.
Where the pipeline comes from
Most B2B buyers do a lot of reading before they get in touch with anyone. They search, they ask an AI assistant, they read a comparison piece someone else wrote, and by the time they land on your site they've usually got a shortlist.
Our job is to make sure you're part of that reading, that what they find is accurate, and that when they do get in touch the enquiry reaches the right person and doesn't get lost.
What we do
Four pieces of work.
Most clients start with one of these and add others later. A few use all four from the start.
Most projects start with a content audit and a look inside your HubSpot portal.
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It takes about a week, and more often than not the first thing to fix is already sitting in the CRM.
Account-based marketing
A named list of target accounts, the people inside them who make the decision, and campaigns aimed at that group, with sales and marketing working from the same plan.
- › Account mapping - Targeted content - Sales alignment
RevOps
Lifecycle stages, lead routing, data clean-up, attribution and reporting, so you can see which parts of the marketing budget are producing pipeline.
- › Lifecycle - Routing - Attribution - Reporting
HubSpot
Setting up a new portal, moving you onto HubSpot from somewhere else, or sorting out a portal that has got messy over the years. Plus someone to run it day to day.
- › Onboarding - Migration - Portal management
How it works
How it works.
There's no drawn-out onboarding. The first content and the portal build usually take about six weeks.
Discovery
A session with your team about who buys from you, what the target is and what you've already tried.
Plan
A written plan covering audiences, topics, campaigns, the HubSpot work, and what we expect each piece to produce.
Build
Content, landing pages, forms, workflows and reporting, all built inside your portal.
Run
Monthly delivery, with a report that shows sourced pipeline and what we're changing next.
Part of Resonance
Part of a communications consultancy.
Resonance has been doing B2B communications since 2011 and has been a HubSpot partner since 2020. The inbound team sits with the PR team, which matters more than it used to: the article that wins a client coverage is often the same one an AI assistant quotes when a buyer asks it who to call. The PR side measures that, and we build for it. See the consultancy.
- 2011
- trading since
- 2020
- a HubSpot partner since
- 6 wks
- from kick-off to the first content live
- B2B
- long sales cycles, more than one decision-maker
Questions
Questions we get asked.
What do you do, in a sentence?
Inbound content and search, account-based campaigns, RevOps, and HubSpot onboarding and management. Most clients start with one of those and add others later.
Do we need HubSpot?
For the build work, yes. We build in HubSpot because the content, forms, nurture and reporting all live in one place, and because we can hand it back to you in working order. Most of what we do needs Marketing Hub Professional or above. If you're on another platform we can still help with strategy and content.
How long before it works?
The first content and the portal build take about six weeks. Enquiries usually start coming in during months two and three. We'd be wary of anyone promising sourced pipeline in the first month; in a considered B2B sale it doesn't happen.
How is this different from the PR side of Resonance?
PR earns you coverage, analyst opinion and bylines in other people's publications. Inbound is your own site, your content and your CRM. Most programmes need both, and they work better when the two teams know what the other is saying, which is why we sit together.
Who is it for?
B2B companies with a considered purchase and more than one person involved in the decision. Mostly technology, professional services and financial services, mostly in the UK, and often selling into Europe and the US as well.
Start here
Tell us what you're trying to achieve.
Send over the target, the market and what you've tried so far. We'll tell you what we'd do first and roughly what it would cost.
Inbound - ABM - RevOps - HubSpot
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