Blog

Brewing up your latest inbound marketing and
business growth insights

 

 

Twitter announced this week that we can now use 280 characters instead of just 140 in a tweet. The reactions are mixed from some users being very excited about it to others complaining that all they wanted was an edit button. My reaction, what difference does doubling the character count make if you have nothing of value to say?

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I’ve spent the last two days in a classroom with a very diverse group of people. There was an administrative employee of a hospital, an IT security manager from a large telecom provider, a manager from a large consultancy firm, someone from the city council Amsterdam, the legal counsel for a large webshop, someone who is working towards becoming a DPO and finally people who, I have missed the details, work with farmers and wanted to know if the unique identification number on cows should be regarded as personal information (The answer is yes, in case you were wondering the same.)

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Most marketers have heard about GDPR or the General Data Protection Regulation. But with all that buzz, we tend to forget that there is another set of rules we have to keep an eye on: the Privacy and Electronic Communications Regulation (PECR). This is an indication given by the EU in 2002 about how we can use email and cookies amongst other topics. Remember "the cookie law"? 

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Customer experience is slowly overtaking product and price as key brand differentiator. Think about it, whether as a consumer you buy B2B or B2C, you favour businesses that offer positive experiences during and after the sales process. In the end, people buy from people. For marketers, this means getting the customer journey down and managing it effectively.

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Wow what a week. Every time we attend HubSpot's INBOUND we need a few days to gather our thoughts to process the event, the sessions and the meetings. This year was no different. Every year I also try to summarise my notes and distil a few takeaways from the overall event.

*Also, long blog post warning*

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We’re slowly recovering from INBOUND17 and looking forward to meeting up with Inbound Marketers in Copenhagen next week.

We’ll discuss updates from INBOUND17 and we’ll hear from HubSpot’s Luke Summerfield about Growth Driven Design. The next speaker is Hans Op De Kelder from our host, Falcon, about leveraging social data in your marketing stack.

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We’re looking forward to getting back to Boston for INBOUND17. It's a week where we get to catch up with lots of people, learn and not unimportantly have a lot of fun. Plenty good memories of previous INBOUND editions and digging through our social accounts and our INBOUND coverage we found some gold from INBOUND13:

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Believe it or not, there has been a lot of research done and all of these projects result in the same conclusion: When you focus on solving for your customer, your business will do better. Surprising, right?

Acquiring new customers can cost up to 5 times more than keeping customers, and a 2 percent increase in customer retention has the same effect on your bottom line as cutting costs by 10%.

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Duplicate content is one of the fastest killers of organic ranking that I’ve ever seen. All your beautiful inbound marketing and SEO efforts…destroyed. You’ll be surprised what actually consists of duplicate content on your site, so be sure that you check yours regularly for duplicate content and adjust. Here’s the why, what and how:

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SEO (Search Engine Optimisation) is your most important driver of traffic to your website. During all stages of the buyer’s journey prospects search. Think back to the last few items you bought: Did you research on Google? Did you go back to search to verify assumptions during your buying decision? The answer is yes, and this means we have to get SEO right to reach growth goals.

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