HubSpot’s Inbound conference is one of the industry’s biggest annual events. Its main kickoff presentation sets the tone for the conference by looking back at recent trends and sharing advice about how to use those insights to thrive in the future.

According to the Digital Marketing Institute, personalized campaigns that are based on buyer personas drive 18 times more revenue than broadcast emails. 

But how do they differ from ideal customer profiles (ICPs)? It’s a good idea to have a clear understanding of the differences between the two and what each can do for your business.

Let’s examine what you should know about each from a high level and why using both of them can be beneficial to your organization.

According to studies conducted by the Information Technology Services Marketing Association (ITSMA), 85 percent of marketers who track and measure ROI see higher returns with ABM than with any other kind of marketing approach. And companies reported to the Account-Based Marketing Leadership Alliance that they saw a 171 percent increase in their average contract value. 

Clearly it can yield a very positive return. So why is this strategy proving effective and gaining in popularity recently?

First things first. What exactly is an ideal customer profile (ICP), also sometimes called an ideal buyer profile?

If you’re in the manufacturing business, I don’t have to tell you that the COVID-19 pandemic has affected your industry at every level.

I recently attended my fifth Inbound conference in Boston. It had about 30,000 attendees this year. And some exciting lessons, insights, and innovations happening in the world of inbound marketing, sales, and service were shared. 

The Content Marketing Institute recently released their 2019 Trends Report for the manufacturing industry, providing manufacturers with a wealth of information that they can use to improve their content marketing strategies.

MCR Safety has over forty-five years of experience as a leader in the field of personal protective equipment (PPE). Their three focus areas are gloves, glasses, and garments. All of their products are of the highest quality and they have a huge variety of options to choose from. For someone looking for specialized, high quality products in these areas, they have many options and can answer any related question. Not only is the business highly specialized, but the team is also incredibly innovative and growth-driven. They are always staying ahead of the curve with new technologies and styles their customers want and they are the most driven group of individuals I have had the pleasure of working with yet. Best of all, they couple that with some classic values such as loyalty and personality like the town they are based in and the home of Elvis Presley's Graceland: Memphis, Tennessee. So there are a lot of things their team knows very well and they excel at. But when I started working with them, inbound marketing was not at the top of that list. All of these factors made them such a perfect fit for companies my team and I are able to help the most, which is why I was so grateful to be referred to them by another manufacturing client and excited to work with them to help them grow their business.

Inbound marketing is all about content; exceptional, attractive, remarkable content that draws people to your website. Your trade show booth should not be any different. Of course, you will want large signs and an open, welcoming space, as well as your knowledgeable staff. 

The changing landscape of SEO comes from both the search engine itself and from the searchers. On top of that, the content strategies of millions of marketers are evolving to address those same changes. All this puts you in a tough spot. How do you keep up and respond to the competition for viewers?