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Inbound Marketing

Inbound Marketing marks a shift from traditional selling (outbound) to marketing through education instead. Inbound Marketing empowers your audience allowing them to make their own decisions while positioning your brand as a leading information source. 

Lead Generation through Inbound

What you'll get working with Essential
Your Essential Account Manager

Account Manager

Your account manager is an experienced and organised professional to keep everybody on course. Your go-to contact at Essential.

Essential inbound marketing strategist

Marketing Strategist

Our certified Inbound Marketing experts develop strategic plans and work with you on key initiatives to help achieve your business goals.

Essential Content Creators

Content Creators

Our team of highly articulate writers and designers will create engaging content that will hit the mark with your audience.

Essential Implementation team

Implementation Team

Our highly skilled team will take care of your digital needs. This includes creating interactive online experiences, graphic and form creation, technical implementations, HubSpot set up and configuration and more.

Your Essential Marketing Plan

A Marketing Plan

A comprehensive 12 month activity plan that’s broken up by month and includes your target personas, business goals, KPIs, resources, and Inbound and content strategies.

Your 12 month Content Calendar

A Content Calendar

The content calendar is used to organise and manage content on all platforms. The what, why, when and where.

Weekly Calls

Weekly Calls

Calls with your account manager to review progress and ensure you are always up to date. Clear communication is critical to the success of projects.

Sector Experience

Sector Experience

We help tech companies see past the technology they’re selling; to better understand the people making the decisions and identify the challenges the technology is solving for them.

HubSpot Partners

HubSpot Expertise

As a HubSpot Partner Agency, Essential has undergone extensive training on the HubSpot platform and Inbound Marketing to ensure all our clients' programmes are a success.

Inbound kickoff

The kickoff lays the groundwork for your Inbound Marketing programme and is critical to its success. Here are the key deliverables you can expect to receive:

1. Kickoff meeting

  • Pre-kickoff survey
  • Post-kickoff summary and actions

2. 'Now' assessment

  • Website audit
  • Benchmark analytics
  • Keyword research
  • Content / social / email / search review 

3. Goal setting

  • Company goals
  • Website objectives

4. Buyer personas

  • Target audience review
  • 2-3 ideal personas defined

5. Inbound launch plan 

  • Marketing attack strategy
  • 12 month plan 

Receive your Inbound launch plan for only £3,100*

*alternatively the launch plan can be incorporated into the retainer

The Five Step Inbound Marketing Kickoff Plan
HubSpot Onboarding

HubSpot Onboarding

Get Ready to Rock Inbound in 60 days

The HubSpot marketing platform is the engine that powers your Inbound Marketing programmes. We've put together a comprehensive onboarding programme to get you up and running with HubSpot quickly and smoothly.  

We'll customise your HubSpot technical onboarding, putting a clear plan of action into place with regular progress reviews to ensure everything is on track, so you can be sure of successful adoption and a faster return on investment.

One of our HubSpot specialists will put together your comprehensive HubSpot technical onboarding.  Entirely dependent on your needs from outset, our onboarding package can include tasks such as user setup, data imports, contact/company record customisations, keyword and persona configuration, website integration, website tracking, website forms, email signatures, landing page template design, CTA design and functionality, website chatbot/chatflow setup, PPC set-up and tracking, social media set-up, email marketing set-up, competitor tracking, lead scoring, reporting and dashboard setup and base app integrations.  

Essential HubSpot Onboarding: £2,900

Inbound Marketing pricing

Starter

£5,000* per month

*Price doesn't include a HubSpot license

Ideal for start ups or SMBs looking to kick start their growth through Inbound Marketing. The Starter package includes 25 points to spend across activities such as:

  • Buyer persona development
  • Landing pages
  • Blog creation
  • Keyword research
  • Offer creation
  • Email campaigns
  • Reporting and management

 

 

 

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Growth

£7,000* per month

*Price doesn't include a HubSpot license

Ideal for ambitious companies looking to accelerate their growth, either in a fully outsourced capacity or in conjunction with their existing sales and marketing resource. The growth package includes 35 points to spend across activities such as:

  • Buyer persona development
  • Landing pages
  • Topic clusters
  • Blog creation
  • Keyword research
  • Offer creation
  • Email campaigns
  • Social media
  • PPC (excludes ad spend)
  • Reporting and management

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Accelerate

£10,000* per month

*Price doesn't include a HubSpot license

Ideal for companies looking to rapidly drive their growth across a number of different areas. Our accelerate package includes 50 points to spend across activities such as: 

  • Buyer persona development
  • Landing pages
  • Topic clusters
  • Blog creation
  • Keyword research
  • Offer creation
  • Email campaigns
  • Social media
  • PPC (excludes ad spend)
  • Reporting and management
  • Content planning and optimisation

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Bespoke

£POA per month

An Inbound Marketing service customised to your specific requirements.

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Inbound Service FAQs

The Inbound approach is powerful, but for the best results you need to play the long game and not expect miracles overnight. That’s not to say that Inbound can’t make an immediate difference - in many cases it can - but every campaign, every piece of content, every strategy tweak has the aim of setting you up for long-term success and sustainable growth.

But rest assured there will be many wins along the journey. We'll identify goals to hit at every stage and measure short- and long-term success. This means keeping you updated on key KPIs like lead generation, website hits, conversion rates and new interactions. You’ll have weekly updates from your account manager to ensure you’re up to date with the latest figures.

No, and for good reason. The kickoff meeting and following actions are essential to all of our Inbound plans.

The kickoff stage is a comprehensive process that helps us to create a clear strategy to deliver a successful Inbound service, aimed specifically at achieving your primary business goals.

The short answer is no. However we strongly believe that the HubSpot Marketing Platform is the best solution on the market today, both in terms of its functionality and its continued investment in development. We know it's the best platform to drive Inbound results for our customers - so much so that we use it for our own Inbound marketing!

That being said, Inbound is really based around a number of core principles and methodologies, therefore you can do some level of Inbound on any platform.  However in our experience they tend to be harder to use and often won't deliver the same results. 

HubSpot costs vary depending on the functionality requirements of the client. As a HubSpot Agency Partner we can guide you through the requirements process and your licensing agreement set up. Your HubSpot licensing agreement will be direct with HubSpot. 

View HubSpot pricing here

As a HubSpot Agency Partner, we've got all the right certifications to deliver your HubSpot onboarding. This is a real benefit as it means we'll have first hand knowledge of your platform when you're ready to launch your Inbound Marketing programme, so we can literally hit the ground running!

The HubSpot onboarding process is separate to the kickoff plan. The onboarding process is the hands-on setup phase required before we can execute on any monthly commitments. The HubSpot onboarding we provide typically depends on the HubSpot package(s) you take up.  For example if your focus is more on the HubSpot Sales package and what that offers, we will bias our efforts with getting you up and running there.

We aim to complete HubSpot onboarding within 60 days. This is where we work with you to ensure all of the building blocks for success are in place. Typically, this includes setup of HubSpot and website elements like landing pages, calls-to-action and blog posts. We’ll also make sure everything is measurable with analytics, tracking, integration with HubSpot and more.

In short no. HubSpot has one of the best online video-based training facilities of any software provider. It covers everything you'll ever need to know about using HubSpot and much more. It is so good, you won't need any training from us. The HubSpot Learning Academy includes quizzes to check your knowledge and exercises that often include downloadable templates to use in your business. In addition, there are HubSpot certifications that you can take to add to your CV!

We'll talk about training with you and will recommend different courses for you to take so you are up to speed in no time! 

More on the HubSpot Learning Academy

Your responsibilities as a client will depend on the project and your own preferences, which we will cover as part of the kickoff planning session. But as a general rule of thumb, good communication and feedback is crucial to success, so we insist on regular calls and meetings. We'll also need timely access to materials and platforms, such as Google Analytics and your website, to ensure we can do the best job possible for you. 

We believe a long-term approach is required to experience the best results and sustainable growth – which is why we work with clients on a 12-month retainer basis.  

Yes. One of the first tasks we will complete during the kickoff plan is to identify the content that you’ll need to attract, engage and help convert prospects. Once the 12 month marketing plan has been agreed, our specialist copywriting team will work with you to create content that aligns to the buyer's journey including blog posts, industry viewpoints, opinion pieces, case studies, white papers and reports. They can also help to review and 'polish' any copy you've already created, checking it for tone of voice, spelling and grammar.