How a B2B Company Used HubSpot APIs to Upsell Ecommerce Customers [Case Study]

Your B2B company’s ecommerce site — and the customers who use it — could be an untapped trove of marketing opportunities.

In B2B, online shoppers are looking for more than prices and specs. They’re looking for answers. Every time someone visits one of your catalog pages, it’s an opportunity to provide those answers. It’s a chance to steer them towards helpful content — and in the process, capture their information for your marketing database.

But for too many B2B companies, the gap between ecommerce and marketing is a yawning chasm. Their ecommerce and online marketing platforms (like HubSpot) are black boxes, neither revealing their valuable secrets.

But shouldn’t you be able to market to the people who are already shopping for your products? Aren’t the people who already know your brand the ones most likely to become new or upsold customers?

One company, Boiler Supplies, thought so. Here is how they, with the help of our agency and the HubSpot APIs, spanned the divide between ecommerce and marketing.

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Aug 4, 2016 11:00:00 AM
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The One Thing That Separates Successful Inbound Marketers from Posers

 

One advantage to running the inbound marketing agency that has worked with and trained more HubSpot-certified agency partners than any other is that, if it’s possible for something to happen in an inbound marketing engagement, we’ve seen it happen.

We’ve seen inbound marketers consistently produce high-quality sales leads because they have a process for testing value proposition and honing their approach with data. And we’ve seen other marketers with huge budgets and Fortune 500-level resources give up after starting and restarting campaign after campaign with little to show for their investments.

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Apr 5, 2016 7:29:38 AM
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Top 10 Free Apps to Make Digital Marketing Magic

 

Who says there’s no free lunch? They’re actually right; there isn’t. But if you’re getting started in marketing automation or if you’re already a user of marketing platforms like HubSpot or Marketo, there are some free tools that you can use to improve your effectiveness and make marketing magic.

But you already knew that, right? The reality is that a lot of the free tools out there are just junk. Buggy, bloated, or of questionable value. So the question isn’t whether or not there are free tools online. The million dollar question is which free tools will make you more productive and efficient and which tools will make you more of a digital marketing rock star with every minute of your precious time that you invest?

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Feb 17, 2016 8:00:00 AM
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How I Used PPC to Generate Quality Leads at a Trade Show


If your company is like most companies, you attend a trade show or industry event at least a few times every year. Wouldn’t it be great to come home from every trade show with dozens or even hundreds of great leads ready to become brand new customers?

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Jan 7, 2016 6:15:32 PM
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Does Blogging Frequency Impact Website Traffic?



As a partner at a Boston-based inbound marketing agency, Innovative Marketing Resources, I spend a great deal of time on the new business development front. I am having conversations with CMOs, CEOs, VPs of marketing, and admissions directors from all types of businesses and educational institutions every week.

It is clear to me that HubSpot has done a fantastic job of educating marketers about inbound marketing and the importance of educational, non-salesy content, but what I do not see consistently is a clear commitment by most of these organizations to the process of creating high quality content. (Here is a good blog post on what makes quality content).

Most organizations struggle to blog on a consistent basis. When I talk with marketers about blogging, the number one question that I am asked is, “How often should I be blogging?”

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Dec 3, 2015 8:17:00 AM
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My Darkest Secret: I’m An Inbound Marketer and I Love PPC

 

I have a confession to make: I’m an inbound marketer and I’m in love with pay-per-click advertising. My co-workers at my inbound marketing agency would run me out of the office if they knew the truth, but before you reach for your pitchfork, let me tell you about my love affair with PPC.

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Dec 2, 2015 1:04:41 PM
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How Do I Know My Prospect Is Ready To Talk To Sales?

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Oct 22, 2015 3:05:19 PM
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5 Steps to Go from a Good to a Great Content Marketer

Blogging is the foundation of content marketing. The best way to support your Search Engine Optimization (SEO) strategy is to keep your website fresh with optimized content that is relevant to your target buyers.

But there’s a right way and a wrong way to blog. Simply posting content haphazardly, jumping from topic to topic and from day to day isn’t going to produce the best results.

To get the best results from the time and money you invest in blogging, follow these five market-proven tactics:

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Oct 8, 2015 11:00:00 AM
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3 Tips for Getting More Sales Qualified Leads Right Now

Sales qualified leads. This is what inbound marketing is all about, right? Leads that ask for sales to call them because they’ve decided that your company is the one they will buy from. I mean that’s the goal, right?

Recently I wrote about lead scoring strategies. The goal of every one of those strategies is to identify those bottom-of-the funnel, sales qualified leads and it’s every agency’s goal to generate more of them for every client—faster, please.

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Sep 29, 2015 4:22:35 PM
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How to Find Quality Leads on LinkedIn in Three Steps Using Only Excel

 

 
One of the most common scenarios I encounter as a consultant is when businesses dip their toes into social selling on LinkedIn, don’t see any initial success, and pull the plug. Nine times out of ten I can guarantee why: They aren’t pitching to the right people.

The scenario usually goes something like this:

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Sep 3, 2015 5:47:00 PM
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