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Inbound Marketing Blog

Inbound Success: How Superior Digital Marketing Led To A £200k Pipeline For A Local Fire & Security Company

Local SMEs in service industries are always seen as the Cinderellas of content marketing! But Lollipop's experience in the Fire & Security industry, combined with a client who matched their own passion and determination to give the best possible service, resulted in an overwhelming success story.

A security system is often a grudge buy made only to keep the insurance company happy. And buyers are usually motivated by price alone. The decision process can go on for months as they compare alternative suppliers.

The industry is split as follows:  4  well known, national brands take over half the available market, leaving a large number of smaller businesses and one man bands to fight over what is left. It's a tough place to be.

Lollipop have been achieving digital marketing success for the smaller businesses in the Fire & Security niche since 2010.  It was one of the reasons that we were chosen to work with Blake Fire & Security Systems in our home town of Southend-on-Sea. They wanted us to apply all that experience and expertise to their business and get more customers from the wider areas of Essex and London.

Manufacturing Sales – Fear, Ignorance & CRMs

Hubspot's State of Inbound 2015 data highlighted a couple of interesting stats relating to salesmen, spreadsheets and technology.  

Unsuccessful sales teams are 2x more likely to use Excel, Outlook or Physical files to store lead and customer data

Along with:

46% of Salespeople Store Lead & Customer Data in Physical Files

Sadly, not a lot has changed in the last two years with manufacturers and fire & security sales teams still relying on spreadsheets and post-it notes or, even worse, keeping the data in their heads!

Why Manufacturers Don't Use a CRM

Is Your Sales Team Losing Leads?

We've talked previously about sales teams - the choice between pioneers and duplicators and the reasons why many MDs don't like to employ sales people at all.

The truth is that, even with a great marketing department producing warm leads, you still need to have someone who can close the deal.

But losing leads is not just about poor sales technique or an enquiror that just wasn't qualified.

The sales team can only turn leads into customers if they have the information to be able to make contact.  Most importantly, they have to know that the lead exists.

Here's a cautionary tale about how that process went horribly wrong and why it's crucial to have a proper method for registering leads and clear lines of communication between Marketing and Sales.

We had been providing optimised blog posts for a company for over a year with regular leads arriving via email from the contact form on their website.  We had set things up so that a copy of the contact details came to us as well as the original going to the client.

The client then changed both their IT provider and their email system.  When we came to provide our regular quarterly report, we asked the client to provide the usual stats about enquiries through the website and which ones had become sales.

What? No leads?

The sales team informed us that they had only had two enquiries in three months via the website contact form.

Passing The HubSpot Certification

Passing The HubSpot Certification 

There’s been a lot going on at Lollipop Local since I last blogged about passing the Inbound Certification. Members of the team have effectively used our 6 tips to pass the Inbound Certification to pass the Inbound Certification, work station assessments have been completed to ensure correct seating posture (the picture is pre-assessment!) and I have taken on the challenge of the HubSpot Certification.

Why HubSpot Doesn't Work: Worthless Conjecture?

 

I’m new to HubSpot.

I’m also fairly new to marketing.

Infact my marketing experience mostly comes from taking the HubSpot Inbound Certification

So when I came across a video on YouTube titled 'Why HubSpot Doesn’t Work: Think Before You Buy' it made me doubt the product that I had invested so much of my time in. Would viewing this video render hours of videos watched, notes written and tests taken useless?

6 Tips To Help You Pass The HubSpot Inbound Certification

 

When Hubspot Gets It Wrong


I was really excited last week to see that there would be a Hubspot event in London and quickly got Jon booked on it.

However, the day after I made the booking in his name, I received a second email about the event in my inbox.  

This was a special offer for one day only where people could sign up to attend the event for FREE.

For Free?  When I had just paid £50?

I was not impressed.

The Hubspot Software

Especially as Hubspot's software is really good at moving people from one list to another so they only get shown an item of content or sent an email once.

The goal of inbound marketing is all about managing your contacts to ensure that you show people the most relevant content exactly when they need to see it.  

It is so good that you can even use it to run a job ad on LinkedIn and filter your applicants into different piles using landing pages, forms and workflows.

Taking The HubSpot Inbound Certification As A Complete Beginner

My previous experience...

My name is Rob. I’m a 23 year old ex-primary school teacher from Essex with absolutely no history in marketing. In fact the only previous marketing experience I have is advertising a school cinema event, which, as it happens, went really very well (thank you for asking).