Inbound marketing
Pillar content, search and answer-engine visibility, nurture sequences and conversion paths. Built to be found by people, and by the assistants those people ask.
Where the pipeline comes from
Your buyer reads for months before they speak to anyone. They search, they ask an assistant, they read a comparison that somebody else wrote, and they arrive on your site already halfway to a decision.
Inbound is the work of being there for all of that, and of catching what arrives. Content, search, answer engines, nurture, and a CRM that records what actually happened.
What we do
Four pieces of work.
Some clients take all four. Most start with one and add the next when the first is running.
Most programmes begin with a content audit and a look inside your portal.
Not sure where to start
Ask for one →
It takes a week and it usually finds the answer sitting in the CRM already.
Account-based marketing
A named list of accounts, mapped to the people who actually decide. Campaigns aimed at that buying group, with sales and marketing running the same plan.
- › Account mapping - Targeted content - Sales alignment
RevOps
Lifecycle stages, lead routing, data hygiene, attribution and reporting. The part that tells you which half of the budget worked.
- › Lifecycle - Routing - Attribution - Reporting
HubSpot
Onboarding a new portal, or repairing one that has drifted. Workflows, templates, integrations, and someone to run it week to week.
- › Onboarding - Migration - Portal management
How it works
Four steps, then it runs.
No long onboarding. The first content and the portal build take about six weeks.
Discovery
A session with your team on the buyer, the number, and what has already been tried.
Plan
A written plan: audiences, topics, campaigns, the HubSpot work, and what we expect it to produce.
Build
Content, landing pages, forms, workflows and reporting, built inside your portal.
Run
Monthly delivery, and a report that shows sourced pipeline and what we are changing next.
Part of Resonance
The other half of the job.
Resonance has worked in B2B communications since 2011 and has been a HubSpot partner since 2020. Inbound sits next to the PR practice, which matters more than it used to.
The same article that earns coverage is the article an AI assistant quotes when your buyer asks it who to call. We measure that on the PR side and build for it on this one. See the consultancy.
- 2011
- trading since
- 2020
- a HubSpot partner since
- 6 wks
- from kick-off to the first content live
- B2B
- complex, considered, long sales cycles
Questions
Questions we get asked.
What do you actually do?
Four things: inbound content and search, account-based campaigns, RevOps, and HubSpot onboarding and management. Some clients take all four. Most start with one.
Do we need HubSpot?
For the delivery work, yes. We build in HubSpot because the content, forms, nurture and reporting sit in one place, and because we can hand it back to you working. Most of what we do assumes Marketing Hub Professional or above. If you are on something else we can still advise on strategy and content.
How long before it works?
The first content and the portal build take about six weeks. Enquiries usually start in months two and three. Anything that promises sourced pipeline in the first month is describing a list you already had.
How is this different from the PR side of Resonance?
PR earns third-party credibility: coverage, analyst opinion, a byline somebody else published. Inbound owns the channel: your site, your content, your CRM. Most programmes want both, and they work better when one team knows what the other is saying.
Who is it for?
Complex B2B businesses with a considered purchase and more than one person in the buying group. Technology, professional services and financial services, mostly in the UK, often selling into Europe and the US as well.
Start here
Tell us what the number needs to be.
Send over the target, the market and what you have already tried. We will tell you what we would do first, and roughly what it costs.
Inbound - ABM - RevOps - HubSpot
Get in touch →