This blog describes an effort to drive Internet leads for U.K. S.M.B. FutureLine using HubSpot’s Inbound Marketing process.
FutureLine ( http://www.futureline.net.uk/index.html ) is a U.K. based Hosted Voice solution being promoted to SMB’s and SMB resellers in conjunction with Cisco Systems. FutureLine addresses a particular demand from small SMB’s ( say 1-50 telephone users ) for a Cisco based hosted voice solution. The FutureLine solution allows small SMB’s to adopt Cisco solutions at a very low initial cost and then to upgrade seamlessly and inexpensively and grow as the business grows.
As a Hosted or SaaS ( Software as a Service ) solution it is believed to be best practise and important that the FutureLine website and FutureLine marketing messages be found by interested SMB buyers via Internet search.
It is believed that FutureLine’s target market will find FutureLine via Internet search to a very large degree and indeed the Internet Marketing efforts carried out so far bear this out as there have been a number of leads and indeed sales that came from Google searches.
I have been aware of HubSpot for some time ( see earlier blog posts on them ) and there are a number of interesting parallels here. For example:
- HubSpot’s founder, Brian Halligan, founded HubSpot when investing in and mentoring SMB’s. He realised that a different marketing approach was required to really drive sales.
- HubSpot has a dual focus on the SMB end user and the SMB reseller as with FutureLine.
- HubSpot has a very sales orientated approach which fits with the sales philosophy that we and FutureLine believe in. We all believe in tracking visits, leads and actual sales.
Those involved in this effort are already aware of some of the main principles of on Internet marketing e.g. the importance of relevant content, on and off page optimisation and good, powerful links.
We are also aware of the main components of the HubSpot solution e.g. website usage tracking, content management, SEO, CRM etc etc
We also have a network of experienced and potentially suitable contacts and resources, including website designers, SEO specialists, Social Media Marketing experts, CRM consultants, HubSpot qualified resource, Sales and Marketing specialists, P.R. Experts and Business Strategy and Business Value Creation specialists.
We decided that, in this instance, whilst it was obviously very important to generate leads for FutureLine it was also important to work through and prove the HubSpot process thoroughly.
It was decided that the first tasks included a thorough review of FutureLine’s target markets ( even though this has been done before ) which are broadly SMB end users and SMB ICT ( voice,data, PC/Server/Application ) resellers and a review of the message to each of these target markets.
It was also important to install HubSpot tracking and content management code on the FutureLine website so that we can gat a clear picture of the situation regarding visits, leads and sales , now and in the future.
Further posts will follow as we work through the effort.
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