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Launch Team Blog

Creating a B2B Marketing Plan that Works

 

Elements of a Strong Marketing Strategy

In our work over the years, we’ve created many marketing plans and inherited dozens more. Most address the same basic components of a strategic marketing plan:

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Topics: Marketing Strategy, Strategic Planning

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

Breaking Down Marketing Automation: HubSpot vs. Pardot

 

As the digital landscape expands, more and more small to medium-sized businesses are utilizing marketing automation tools to take their sales process to the next level. Most often it seems that companies this size narrow their choices down to competitors HubSpot and Salesforce’s Pardot. Sarah Campagna of Launch Team, a HubSpot Partner, met with One Down Consulting’s Sarah Holland, an avid Salesforce and Pardot user. The two break down both tools’ offerings and share tips to consider for integrating marketing automation into your sales process for 2017.

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Topics: Inbound Marketing, Marketing Strategy, HubSpot

Getting Early Wins from Your Inbound Marketing Strategy

 

Many business leaders, particularly in manufacturing and high tech companies, are skeptical of inbound marketing; they think it’s “squishy” and question its value to the business. While it does take time to see significant growth, even those just starting to implement inbound strategies can achieve some wins relatively quickly.

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Topics: Inbound Marketing, Lead Generation, Marketing Strategy

Medical Device Product Launch Series: Marketing Lessons Heard at MEDTECH 2016

 

In our annual deep-dive into the medical device industry, Launch Team collaborates with technical documentation and training company Novatek, which serves medical device and other regulated industries. Read their take on MEDTECH 2016 on the Novatek blog.

 

This year’s MedTech conference in Albany provided interesting insight into the direction of the medical device industry. While the impending election holds the fate of things like the Affordable Care Act and medical device tax, other changes are clear. Defining a value proposition is more important than ever for medical device companies, and buying power is steadily shifting to consumers.

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Topics: Marketing Strategy, Medical Device

Aligning Sales, Marketing & Customer Service: What Not to Do

 

According to a recent Gallup report, only 29% of B2B customers are engaged or feel a strong connection with the companies they buy from. Often a lack of engagement is caused by poor customer service or difficulty doing business with the company. This situation represents a significant loss of growth opportunities for B2Bs.

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Topics: Marketing Strategy, Client Relations, Sales, Marketing and Sales Alignment

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

Family-Owned Business: 3 Keys to Successful Change Management

 

The dream of any entrepreneur is to build a successful, profitable business that can survive long after he or she retires. Often the goal is to pass the business down to children or close relatives, as evidenced by the fact that 80% of businesses worldwide are family-owned. In the U.S., family-owned companies are responsible for 60% of all employment and 78% of new jobs.

Despite their prevalence, 70% of family businesses last just one generation before they either fail or are sold. Some common pitfalls can cause problems in transitioning the company down the road.

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Topics: Business Insights, Marketing Strategy, Change and Innovation

Three Ways HubSpot Users Are Leaving Money on the Table

 

Questioning the value of HubSpot? Wondering when you’ll see ROI? Inbound marketing does produce results, but it takes work to get it right. HubSpot customers, especially those just getting started with an inbound approach, often leave money on the table. Here are the most common reasons:

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Topics: Inbound Marketing, Marketing Strategy, HubSpot

Is HubSpot Worth It? The Answer Your CEO Doesn't Want to Hear

You’re nine months into a one-year contract with HubSpot, and suddenly your CEO has noticed the quarterly charge on the corporate card. He seems to have forgotten all of the “long game” conversations you had when you sold him on the idea and now just wants metrics. Is it working? What’s the ROI? Is it worth it?

The answer to these questions might be a simple and very common one: We haven’t put enough effort into it to actually tell.

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Topics: Inbound Marketing, Marketing Strategy, HubSpot