Explore-our-blog



Our Blog.

Explore. Discover. Engage.

3 min read

How HubSpot and Technical Content increased marketing ROI by 10x

By Sarah Campagna on Thu, Jun 28, 2018

Lumetrics: A Case Study in Content Success

Not too long ago, Lumetrics, a Rochester N.Y. based company who makes high-precision thickness measurement and gauging systems, was spending around $3,000 per month on Google AdWords. The clicks were there but the leads weren’t. With only 2-3 new leads per week, Lumetrics’ leadership knew that their marketing strategy had to change. At the advice of Launch Team, Lumetrics began using the HubSpot Marketing Platform for an inbound rather than outbound marketing approach. Lumetrics’ engineering team began developing technical application notes meant to drive not just web visits but new leads as well.

Topics: Inbound Marketing Content Development
6 min read

Sales and Marketing for Business Growth: Q&A from SPIE Photonics West 2018

By Damon Diehl on Wed, Mar 28, 2018

Though Launch Team has been presenting at Photonics West for the past five years on the topics of sales and marketing, the questions that we are asked are a bit different each year. Many of these questions relate back to the topic of inbound marketing. This concept addresses the tremendous increase in online research that is done by the buyer before they engage with your company on an individual level. In order to be found by or attract leads who are searching for technical information, and to nurture these leads to a point of readiness and beat out the competition for the sale, technical content has become almost essential to success.

Topics: Inbound Marketing Content Development
3 min read

Web Design Tips for Accessible Technical Content

By Katie Steelman on Fri, Sep 15, 2017

Your end user is changing, and so is the way they access information. Today's customers want easy, quick access to content such as product documentation, application notes, and white papers. The design of your website (mobile-first, clear navigation) as well as your content (visual, customer-focused) can help keep customers and prospects engaged with your company. 

Topics: Content Development
3 min read

Making the Grade: How Print Ad Designs Win or Fall Short

By Sarah Campagna on Fri, Jul 14, 2017

There’s no doubt that inbound marketing strategies are critical to the success of today’s businesses. However, traditional outbound strategies can still play a role in capturing your audience’s attention.

B2B companies can drive buyer awareness and action with print advertising in highly targeted industry publications, but without good design, ads can go unnoticed.

Topics: Content Development Branding and Identity
2 min read

Blogging: The MVP of the Marketing Short-Game and Long-Game

By Sarah Campagna on Fri, Jun 16, 2017

Bringing Customers to You

Blogging has been recognized for years as an important aspect of any marketing campaign. For Launch Team clients, the most immediate impact is in the short-game of lead generation. Blog posts are used as part of an inbound marketing program to direct readers to longer pieces of content like white papers, eBooks, and tip sheets that are form protected and used to generate leads. The blog post is designed to attract leads early in the buying process, those at the top of the sales funnel. Promoting blogs in strategic locations across the web is the most effective means we have of attracting new leads.

Topics: Content Development SEO
4 min read

What Does Content Development Look Like for B2B Companies?

By Katie Steelman on Wed, Jan 11, 2017

 

Technical Writing that Generates Leads

One of the first things we discuss with clients after positioning is their content. Content includes blog posts, white papers, tip sheets, and any other pieces of writing or video that are educational in nature as opposed to sales-related.

Topics: Content Development