Before setting up Resourceful Marketing, Beverley spent the majority of her career in B2B tech marketing client-side working at Sony and other hardware companies. She recognised the opportunity and the difference that inbound and content marketing could make to tech start-up and scale-ups. She then set up her agency to provide outsourced inbound marketing to the rapidly growing tech sector.
“I founded Resourceful Marketing to help B2B companies, particularly those in the tech sector, to achieve more with their inbound marketing. Many of them were using multiple point solutions or concentrating on just one or two areas, and that was shortsighted. For example, they could be paying up to £1,000 a month for SEO consultancy, but they weren’t getting the results that justified that investment. Also, they were very sales focused and not looking at the need to prioritise marketing to fill the top of their funnel.”
An all-in-one automation solution was the clear way forward, and Beverley looked into several, including Eloqua, Marketo and Act-On.
“They weren’t as easy to use as we wanted them to be, and that wasn’t ideal for our clients. They needed a solution that would work out of the box.”
However, the HubSpot software did appeal. It was full of features, and its drag-and-drop interface was intuitive.
“We were also impressed by the HubSpot Partner Program. It was clear that this was a company that cared about our success, and it was offering us all the guidance we would need to grow as an inbound agency. We signed up in 2016.”
Resourceful Marketing immediately began helping its clients to go all-in with inbound. While some were already aware of the methodology, others needed a bit more education, explains Beverley.
“We wanted them to realise just how transformative a holistic online approach can be. For instance, if they had previously used personas in their outbound marketing, we showed them how inbound would allow them to engage leads from the first touch through to the closed deal.”
Once it takes on a client, the agency can essentially become its outsourced marketing department, using the HubSpot software as a platform for collaboration.
“Many of the companies we took on had static websites that were impossible to edit; we changed that. We bring sites alive with Landing Pages, blogs, Smart Calls-to-Action and Smart Forms, and we nurture the leads we collect with Workflows and automated emails. We get our clients that return on investment that they have been missing.”
Resourceful Marketing recently moved its website to the HubSpot COS, and its capabilities have wowed digital content writer Greg Henley.
“I hadn’t used the HubSpot software before, but it was so easy to pick up. I was used to working in Word, which wasn’t ideal for content optimisation. Now, I work with templates and get keyword suggestions and on-page SEO advice as I type.”
Beverley believes that all the coaching, support and training that HubSpot offers has been crucial to the agency’s success.
“Our HubSpot channel account manager helps us to position and sell our inbound services – he’s very knowledgeable and encourages and facilitates our plans for growth. He’s a great practical support as well, whether we want to create a quick demo for a prospect or set up an entire CRM.”
As a member of the Partner Program, Resourceful Marketing also has access to a HubSpot channel consultant.
“She helped us to onboard onto the HubSpot software ourselves and had a one-to-one session with every member of our team. She also makes sure that our clients continue to get the most out of the platform. The great thing is that she is always available – we can send her a message, and she’ll get back to us within minutes.”
