The line between personable and downright creepy is a fine one. Head of Marketing, Sally Hunter, spoke to Jess Pike from B2B Marketing about a B2B brand that is striking the right balance.
HubSpot is one brand that seems to have hit the B2B personalisation nail on the head – a great endorsement considering they’re selling an inbound marketing product. “From the minute you interact with the company, it has qualified you, found out your needs and interests and then hits you with personalised free content to drive engagement and push you further along the sales funnel,” says Sally Hunter, marketing director at Hunterlodge. “And it appears to be working with HubSpot having grown from a start-up in 2006 to turning over hundreds of millions in terms of revenue today. It uses the full spectrum of marketing channels – email, social, SEO, blogging, CRM and analytics – to create personal, tailored tactics to ultimate effect.”
Click here to read the full article and see what other B2B brands are hitting the mark.