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The crisis for disconnected B2B marketers



The crisis for disconnected B2B marketers

“What was once working just isn’t any more.”

That was Steph Cuthbertson, HubSpot’s Chief Product Officer, talking about the old ways of attempting to market to customers in individual and siloed channels and sell to them in ways that B2C behemoths like Amazon have made obsolete.

Connections and community

At Inbound 2022, the first in-person iteration of HubSpot’s conference in three years, speakers tried to stitch together two themes. The first was a connected customer experience supported by a connected platform; the second, the concept of a connected community — not just of HubSpot customers and partners but of practitioners in the B2B space generally.

HubSpot is well-positioned to talk about a connected platform and apps, as unlike some of its major competitors it has built out its offering natively rather than by acquiring third-party solutions.

Read next: How app marketplaces are putting marketers in the driver’s seat

It also has a voice when it comes to community having built a strong following for content, from blogs and video to podcasts. The HubSpot podcast network, said CEO Yamini Rangan, sees some nine million downloads per month. If there seems to be a media company embedded inside HubSpot, said co-founder and CTO Dharmesh Shah, “it’s because there’s a media company embedded inside HubSpot.”

Product announcements

Cuthbertson unveiled a series of product announcements designed to support the connected experience. The most significant is Customer Journey Analytics, in public beta next month. This aims to give marketers new visualizations of all marketing moments in the customer journey, allowing them to identify positive and negative touchpoints and optimize in real-time.


Also contributing to a connected experience, customized payment schedules will help B2B organizations offer buyers the e-commerce style ease of transactions to which they have become accustomed as consumers. HubSpot is also moving to integrate its payment solutions with prominent accounting solutions such as QuickBooks.

Data management enhancements will allow errors in data to be flagged and automatically resolved at time of import. Users will be able to leverage HubSpot AI to set up automated data correction processes.

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“Think big,” was Shah’s mantra when it came to community. In his keynote, he outlined the evolution from value-led growth, through sales-, marketing-, and product-led growth, to community-led growth. Drawing analogies between the “crisis of disconnection” in business and world events that have left people feeling disconnected and remote, he outlined an initiative to build on the company’s educational and media initiatives by establishing a network of connected professionals.


Described in a release as “a new connected community for growth professionals that helps them build strong relationships with their peers and community,” looks very much like LinkedIn for HubSpot users.

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.


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5 Elements of Content That Will Build Brand Recall



5 Elements of Content That Will Build Brand Recall

Gone are the days of traditional sales and marketing strategies. In today’s media landscape, driving sales and engagement through content has proven to be a highly successful and cost-effective strategy

Hence, most modern businesses have a content marketing arm that achieves the following by simply creating and distributing content:

  • Address customers’ paint points and gain their trust
  • Improve product accessibility via SEO
  • Increase opportunities for conversion
  • Generate leads
  • Build brand awareness and recall

Unfortunately, competition to reach the right audience has increasingly intensified. And that’s just the beginning of it.

The end goal is to consistently make sales, attain a loyal customer base, and build brand recall. So, how exactly do you achieve that? What kind of content will eventually enable your audience to easily recognize your products and services?

We uncover the five major elements of content that will build brand recall.

#1: Accessibility

Before gunning for brand recall, ensure that your audience can easily find information about your products and services. It’s virtually impossible to be recognized if you aren’t even visible or searchable.

Thus, this is where strategies such as onsite/offsite search engine optimization (SEO), simplifying user experience, improving scalability, expanding channels, and developing customer feedback platforms come into play.

That said, SEO strategies are usually the content marketers’ main focus. Investing in content SEO not only improves your brand’s visibility, but it also drives more conversions to your website. You do so by identifying your customers’ top search terms, optimizing your website’s content, and addressing high volume search queries.


#2: Relatability

You must identify and understand your target audience before creating any piece of content – whether onsite or offsite. This is when it’s time to utilize data you have on your customers, which can be accessible via tools such as Google Analytics or AHREFs. These tools should give you insights on common search queries, keywords, website traffic, conversion, engagement, and such.

Customer feedback and surveys are also essential in understanding what your customers need. Your content should be able to address their pain points while providing them with information and services on what they’re looking for.

Once your audience find themselves relating to your content, it won’t be long until they purchase your product.

#3: Engagement

Reaching your audience is one thing, but customer engagement is a whole different beast. It’s easy to lose your customers’ attention in a crowded and noisy online economy.

As mentioned, understanding your customers’ needs and pain points is vital to your content strategy. Your content must be something they find useful enough for them to engage with. In short, there must be something in it for them.

There are many ways to skin this cat. You could engage your audience via content onsite with a great customer experience channel before and after they purchase. Another opportunity for engagement is developing social media content that encourages them to participate in your marketing campaign.

In conclusion, your content must be customer-centric before anything else.

#4: Value & Relevance

So, you’ve identified your target audience and learned to understand them, but how exactly do you convince them to choose your product over others? How do you stand out amongst your competitors?


It’s equally important to understand your own products and services. You must identify your main value proposition, and how this is relevant to your customers. Having a stellar product is a waste if your target market doesn’t know its full value.

Thus, content marketers should communicate a product’s relevance and unique selling point. It’s their job to inform the target audience on how they can benefit from the product.  

#5: Consistency

There’s no bigger obstacle to brand recall than inconsistency. This applies to all types of content – articles, infographics, video ads, images, and social media posts.

For customers to remember you, your message, design, and overall branding should always be uniform and consistent. A disconnect between these elements is confusing and thus makes it difficult for your audience to recognize your brand.

Therefore, a marketing team must streamline uniform messages, value propositions, templates, and editorial and design guidelines before reaching out to the desired audience. In the world of marketing, familiarity breeds brand recall.

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