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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
3 min read

12 Content Marketing & Sales Lessons Learned at HubSpot's INBOUND 2016

By Michele Nichols on Fri, Nov 18, 2016


It was Michele, Aimee and Mandy’s turn to attend HubSpot’s INBOUND conference this year in Boston. Each year we send part of our team while the rest hold down the fort at the office. While every member has been through HubSpot’s extensive training and certification, the conference offers the chance to interact with thousands of HubSpot agency partners and customers and to hear their experience with inbound marketing. Here’s what we learned:

Topics: Inbound Marketing Marketing Strategy Content Development Sales
3 min read

3 Reasons Industrial & Manufacturing Companies Are Slow to Adopt Inbound Marketing

By Katie Steelman on Mon, Sep 12, 2016


More and more companies are realizing that they can get better ROI from inbound marketing than traditional outbound strategies. In an age when most buyers prefer to do their own research before engaging your sales team, providing informative content is key. Content marketing is especially important in technical industries, where sales cycles are longer and engineers are often making purchase decisions. Yet many high tech companies still rely on an outbound marketing approach.

Topics: Inbound Marketing Marketing Strategy Content Development Marketing Metrics
2 min read

Beer & Blog: Globalizing Web Content – What Growing Companies Need to Consider, with Scott Bass

By Michele Nichols on Mon, Jun 27, 2016


For this Beer & Blog we spoke with Scott Bass, Managing Director of Advanced Language Translation, a company that provides translation and localization services to growing businesses. Scott offered valuable advice for companies looking to adapt their websites and content for global markets.

Topics: Inbound Marketing Content Development Beer & Blog (interviews)
2 min read

Marketing Tip of the Week: Use Buyer Behavior to Prioritize Mobile-Friendly Web Design [Video]

By Katie Steelman on Fri, Jun 17, 2016

MTOTW #53: More people are now using mobile for search, but it varies by industry. Find out how your customers search before jumping into a web redesign.

Topics: Inbound Marketing Content Development
2 min read

Four Critical Missteps Established Companies Should Avoid When Entering a New Market

By Sarah Campagna on Tue, Mar 22, 2016

Well established companies face a unique set of challenges when entering a new market. Although these companies have already proven their ability to launch and sell their products or services, this experience can actually be a hindrance. Overconfidence from success in other markets can breed oversight.

Topics: Marketing Strategy Content Development Positioning
1 min read

Marketing Tip of the Week: 7 Tips for Better Business Videos [Video]

By Katie Steelman on Thu, Mar 10, 2016

MTOTW #41: Using video as part of your content marketing can help you tell your brand story or explain a product application. But poor production can detract from even the most compelling story. Here are some tips to improve video quality.

Topics: Marketing Mix Marketing Strategy Content Development