Marketing Insights

6 Ways to Improve the ROI of your Content Marketing

Posted by Sinead O Driscoll on 13-Oct-2017 18:17:45


In a recent post we discussed how content marketing needs to be viewed and valued as a strategic business activity (7 Ways Content Marketing Drives Revenue Growth). HubSpot's recent demand generation report found that organizations exceeding their revenue goals were more likely to use content creation, online advertising and branding/public relations marketing tactics, with content creation leading the pack by a substantial lead.  

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HubSpot Product Updates from the #INBOUND17 Conference

Posted by Sinead O Driscoll on 06-Oct-2017 11:04:16

The annual HubSpot Inbound Marketing and Sales Conference, #INBOUND17, was held in Boston last week with an attendance of over 20,000.  As part of this event, not only did Brian Halligan and Dharmesh Shah magically turn into Muppets, but they also announced some really exciting changes to the HubSpot platform. 

After their keynote speech, HubSpot's Christopher O' Donnell went through all the the detailed updates as part of his Product Spotlight session.  

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11 Signs That You Need a Website Redesign

Posted by Sinead O Driscoll on 29-Sep-2017 16:13:13

First impressions last, and your website is often the first place that a prospect makes contact with your company.  Around 80% of people start their search for products and services online. The majority will use that initial experience to decide wheher or not they are going to connect with you. 

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9 Essential Email Marketing Metrics you Need to Track

Posted by Sinead O Driscoll on 24-Sep-2017 18:33:26
Email marketing can have an ROI as high as 4,300% which makes it a really  cost-effective way of communicating with leads, prospects and customers.  It fits perfectly into the new way that buyers research and look for solutions and products online which is why it plays such a key role in inbound marketing.

Apart from being cost-effective and aligning to today's process, email marketing results can be easily measured allowing marketers to quickly review and optimise campaigns.

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Why SMART Marketing Goals Set You Up for Success

Posted by Sinead O Driscoll on 11-Sep-2017 22:21:08

I've spent over 20 years in project management and one thing I have learned is that in order for a project to be successful you need to think SMART when setting goals.   Setting SMART objectives are the formula for all types of successful projects whether it be marketing, sales, software development etc.  

A SMART goal approach is a great framework for creating measurable and successful goals.  By focusing on SMART goals for your marketing, you will be able to plan and implement more successful activities and campaigns that can be easily aligned with your overall growth strategy.  

SMART is an acronym that uses specific, measurable, achievable, realistic and timed objectives to formulate successful goals.  

By examining each aspect of the SMART goal framework, you will better understand how to why SMART marketing goals set you up for success and how to incorporate them in your marketing plan.  

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8 Best Practices for Writing B2B Marketing Emails

Posted by Sinead O Driscoll on 08-Sep-2017 00:12:59

While it's important to build a cross channel marketing strategy, email remains one of the most popular and most cost-effective channels. According to HubSpot, 77% of consumers prefer email for marketing communications which shows it's popularity has not diminished.  

Email marketing is a key tactic used in Inbound Marketing.  It is widely used in the 'Close' phase of the buyers journey to start a conversation, build trust, keep leads engaged by providing valuable content and ultimately help convert leads into customers.  After all, leads who are nurtured with targeted content produce about a 20% increase in sales opportunities so it makes sense to include it in your campaigns.

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7 Ways Content Marketing Drives Revenue Growth

Posted by Sinead O Driscoll on 14-Aug-2017 14:13:25

Content marketing should be viewed and valued as a strategic business activity for any organisation.  It is fundamental to growing your online presence, adds value to your target audience and is a critical asset for generating revenue growth for many other reasons, some of which we will go through in this post.

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6 of the Best Tools for Digital Marketing Competitive Analysis

Posted by Sinead O Driscoll on 18-Jul-2017 13:30:30

In a recent post, 9 Steps to an Effective Competitive Analysis we went through 9 areas that businesses need to focus on when completing a competitive analysis for their digital marketing strategy. This post is dedicated to 6 of the best tools for digital marketing competitive analysis which you can use to support that process.


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9 Steps to an Effective Competitive Analysis for Your Marketing Strategy

Posted by Sinead O Driscoll on 22-May-2017 09:25:37

You have to know exactly what what you're up against if you want to get the edge on your competition. That's why completing an online competitive analysis should be a top marketing priority.  As a marketer, it's not enough to have in-depth knowledge of your competitor's products or services, you also need to know exactly how they are marketing these and what tactic's they are employing.

You need to be able to get your product or service in front of the right people quicker and more effectively than your competitor's. A well researched and carefully planned marketing strategy and plan is required in order to achieve this and your marketing strategy should be underpinned by a detailed competitive analysis.

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5 Marketing Books Every Marketer Must Read [+ Giveaway]

Posted by Sinead O Driscoll on 09-May-2017 08:39:57

Whether your a business owner, a senior executive or a member of a marketing team you know how important it is to keep up with the latest marketing trends and tactics.  But do you find it as hard as I do to actually get time to sit down and read a book?  

With jam packed day's, finding the time isn't easy.  But there's an alternative to actually picking up a book that may work for you - have you tried Audio Books?  These are great to listen to when you're driving to work, on the train or bus, on an airplane, or even when you're out for a jog or going for a walk.  They're an easy way to keep up to date when you can't physically pick up a book.  You can also find audio summaries of books if you want to check them out before reading (or listening to) the full version.

Reading just one book has the potential to have a huge impact on your career and even your life so it's worth finding some time to catch up on the good ones.   

The following are 5 marketing books that are well worth reading, some of which won't just help you with your business or career, but may also help your personal life.  (I've included some links to audio versions if you want to try these.)


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