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Launch Team Blog

How HubSpot and Technical Content increased marketing ROI by 10x

Lumetrics: A Case Study in Content Success

Not too long ago, Lumetrics, a Rochester N.Y. based company who makes high-precision thickness measurement and gauging systems, was spending around $3,000 per month on Google AdWords. The clicks were there but the leads weren’t. With only 2-3 new leads per week, Lumetrics’ leadership knew that their marketing strategy had to change. At the advice of Launch Team, Lumetrics began using the HubSpot Marketing Platform for an inbound rather than outbound marketing approach. Lumetrics’ engineering team began developing technical application notes meant to drive not just web visits but new leads as well.

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Topics: Inbound Marketing, Content Development

Bringing Technical Expertise (and dogs) to Our Team - Meet Damon Diehl

Damon Diehl | Technical Writer / Science writer

When at work, you will most likely find Damon at his standing desk, writing. When he’s not in the office, Damon is likely still writing, usually for his blog, “The Very Least You Need to Know about Optics.”

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Topics: Content Development, meet the team

Sales and Marketing for Business Growth: Q&A from SPIE Photonics West 2018

Though Launch Team has been presenting at Photonics West for the past five years on the topics of sales and marketing, the questions that we are asked are a bit different each year. Many of these questions relate back to the topic of inbound marketing. This concept addresses the tremendous increase in online research that is done by the buyer before they engage with your company on an individual level. In order to be found by or attract leads who are searching for technical information, and to nurture these leads to a point of readiness and beat out the competition for the sale, technical content has become almost essential to success.

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Topics: Inbound Marketing, Content Development

Web Design Tips for Accessible Technical Content

Your end user is changing, and so is the way they access information. Today's customers want easy, quick access to content such as product documentation, application notes, and white papers. The design of your website (mobile-first, clear navigation) as well as your content (visual, customer-focused) can help keep customers and prospects engaged with your company. 

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Topics: Content Development

Making the Grade: How Print Ad Designs Win or Fall Short

There’s no doubt that inbound marketing strategies are critical to the success of today’s businesses. However, traditional outbound strategies can still play a role in capturing your audience’s attention.

B2B companies can drive buyer awareness and action with print advertising in highly targeted industry publications, but without good design, ads can go unnoticed.

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Topics: Content Development, Branding and Identity

Blogging: The MVP of the Marketing Short-Game and Long-Game

Bringing Customers to You

Blogging has been recognized for years as an important aspect of any marketing campaign. For Launch Team clients, the most immediate impact is in the short-game of lead generation. Blog posts are used as part of an inbound marketing program to direct readers to longer pieces of content like white papers, eBooks, and tip sheets that are form protected and used to generate leads. The blog post is designed to attract leads early in the buying process, those at the top of the sales funnel. Promoting blogs in strategic locations across the web is the most effective means we have of attracting new leads.

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Topics: Content Development, SEO

What Does Content Development Look Like for B2B Companies?

 

Technical Writing that Generates Leads

One of the first things we discuss with clients after positioning is their content. Content includes blog posts, white papers, tip sheets, and any other pieces of writing or video that are educational in nature as opposed to sales-related.

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Topics: Content Development

12 Content Marketing & Sales Lessons Learned at HubSpot's INBOUND 2016

 

It was Michele, Aimee and Mandy’s turn to attend HubSpot’s INBOUND conference this year in Boston. Each year we send part of our team while the rest hold down the fort at the office. While every member has been through HubSpot’s extensive training and certification, the conference offers the chance to interact with thousands of HubSpot agency partners and customers and to hear their experience with inbound marketing. Here’s what we learned:

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Topics: Inbound Marketing, Marketing Strategy, Content Development, Sales

3 Reasons Industrial & Manufacturing Companies Are Slow to Adopt Inbound Marketing

 

More and more companies are realizing that they can get better ROI from inbound marketing than traditional outbound strategies. In an age when most buyers prefer to do their own research before engaging your sales team, providing informative content is key. Content marketing is especially important in technical industries, where sales cycles are longer and engineers are often making purchase decisions. Yet many high tech companies still rely on an outbound marketing approach.

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Topics: Inbound Marketing, Marketing Strategy, Content Development, Marketing Metrics

Beer & Blog: Globalizing Web Content – What Growing Companies Need to Consider, with Scott Bass

 

For this Beer & Blog we spoke with Scott Bass, Managing Director of Advanced Language Translation, a company that provides translation and localization services to growing businesses. Scott offered valuable advice for companies looking to adapt their websites and content for global markets.

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Topics: Inbound Marketing, Content Development, Beer & Blog (interviews)