INBOUND ACCELERATOR

A blog dedicated to advancing inbound marketing and PR

     

Your 2020 Guide To Marketing Research and the State of Marketing

December 08,2020 | BY: Kristin Jones

Almost 80 percent of marketers use market research to inform their business decisions. This statistic from HubSpot’s latest global survey of marketers really isn’t a surprise—using the data available from market research, rather than relying on best guesses and pure creativity just makes sense.

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Topics: Analytics, Audits, Content Creation, Surveys, Content Strategy

Client Success: Consumer Surveys Yield B2B Selling Points

October 30,2020 | BY: Kristin Jones

Sometimes, the best approach to take in B2B marketing is to think about your customer’s customer.

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Topics: Audits, Bylined Articles, Surveys, FinTech marketing

5 Marketing Projects To Work Into Your Remaining 2020 Budget

August 25,2020 | BY: Scott Muff

I’m going to go out on a limb and guess that 2020 has thrown a few wrenches into the marketing plans you carefully crafted 10-12 months ago—not to mention how your staff functions and potentially the budget you have to work with.

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Topics: Planning, Audits, Video, Surveys, Management

Lessons From 15 Years: Use Surveys & Original Research To Fuel Content

January 30,2020 | BY: Kristin Jones

When you are trying to cut through the clutter of an exponentially expanding amount of online content, it has to be great (as I talked about in my last lesson). One way of making your content great is to base it on original research.

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Topics: Healthcare Marketing, Surveys, Marketing Lessons, Content Strategy, Education marketing, Client Success Stories

Client Success: Turning Higher Education Research Into Nationwide News Coverage

December 19,2019 | BY: Kristin Jones

If you’ve been following the Inbound Accelerator for a while, you know we believe in the power of information, especially data gained through marketing research surveys, to fuel compelling marketing and public relations content.

Data provides the backbone for storytelling that helps brands communicate their message, and it applies as much to a consumer-focused industry such as higher education as it does to B2B marketing for companies like West.

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Topics: Surveys, Education marketing, Client Success Stories

Client Success: West Puts Together Complete Marketing Content Package

October 24,2019 | BY: Kristin Jones

Recently I shared a post about the importance of integrating public relations and marketing as one of my 15 lessons from 15 years as a marketing agency owner.

Our long-time client West is a perfect example of taking a single content concept or piece of information and spreading it across all channels — owned, earned and shared — to generate awareness, industry authority and leads.

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Topics: Public Relations, Surveys, Integrated Marketing & PR

Lessons From 15 Years Of Marketing: FinTech Marketing Starts With Authority And Trust

August 06,2019 | BY: Kristin Jones

There was a day when a key part of a financial company’s branding strategy was based on a physical portrayal of its stability: the building itself. Large, solid, imposing structures, bank buildings have long been emblematic of the way the institutions want their customers to perceive them.

But with the rapid and nearly complete shift of financial services to digital and largely invisible infrastructures in the last 25 years, the need to build a brand identify of stability, authority and trust can no longer be met with a concrete structure. Particularly in the B2B financial technology arena, that brand identity must be built through careful curation of thought leadership, content and analyst relationships.

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Topics: Bylined Articles, Surveys, Marketing Lessons, Analyst relations, FinTech marketing

How Marketers Use Original Research To Fuel Content (infographic)

June 28,2019 | BY: Kristin Jones

One of the most compelling tactics marketers can use when creating content is to provide audiences with useful information they can’t find anywhere else. That information is typically in the form of research — either from surveys, owned data, or by analyzing data from other sources.

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Topics: Content, Surveys

Client Success: Complete Content Packages Fuel West Marketing Strategy

March 26,2019 | BY: Kristin Jones

The philosophy we subscribe to at JONES, and have been able to bring to fruition for some of our most successful clients, is the idea that everything you do in marketing and public relations is connected. And it should all be pointing, ultimately, toward bringing in leads and closing deals.

Our client West Corporation has successfully done just that with its healthcare communications and patient engagement technology department, working with us to take communications strategies from concepts through research, writing and design, promotion, and inbound lead generation all the way to finalized sales that

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Topics: Public Relations, Content, Healthcare Marketing, Campaign Planning, Surveys, Integrated Marketing & PR, Client Success Stories

How To Build Surveys That Fuel Marketing Strategies

February 26,2019 | BY: Kristin Jones

Some of the most compelling market content, especially in the B2B marketplace, is built on original research, data, and statistics that provide decision makers with solid information.

While most marketers are familiar with using surveys for market research to develop customer personas and optimizing marketing tactics, fewer have capitalized on the power of data as a basis for their actual marketing content, from reports and blog posts to videos and thought leadership articles. When used this way, surveys can provide the data that sets your marketing materials apart from the competition.

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Topics: Planning, Content, Surveys

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