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Annie Shearer

Annie Shearer

Recent Posts

COVID-19 & Kiwi business: 6-predictions for change and 6-ways your business can fight back

Posted by Annie Shearer on 16/03/2020 6:27:45 PM

While the ramifications of COVID-19 may feel somewhat overwhelming, we think the future just arrived that bit faster. Early adopter trends toward video conferencing, empowering customers through self-service and 'touchless' reps will become the norm. And this is exactly what your competitors will be working on implementing if they've got their finger on the pulse.

It's really easy to get caught up in the hype and get stuck in 'worry mode' which can lead to inaction. To inspire action rather than fear, here are our 6-predictions for the near future and what to execute first to meet change: 

1. Face-to-face interaction is going to dwindle and it's going to be crucial for companies to have an online presence to be able to build and maintain relationships with their customers, prospects and leads.

Always a key tool in your Sales arsenal, your website just got 10x more important than it was. And so did all your other digital assets. 

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Topics: Lead Generation

HubSpot Hacks; 5 Quick Wins you can implement now to drive ROI in HubSpot

Posted by Annie Shearer on 12/11/2019 12:24:03 PM

Feel like you're not seeing a return on your investment in HubSpot? Or unsure where to start? Here are 5 quick and easy wins that'll save your team time, focus your energy on best practice lead generation, and get intel on the competition.

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Topics: Marketing Automation, Lead Generation


Posted by Annie Shearer on 30/10/2019 7:44:26 AM

Auckland, New Zealand – Today, Auckland-based consultancy​ ​RECIPE Marketing announced it has been named the APAC winner of HubSpot’s Q3 2019​ ​Impact Awardsin the Grow Better: Marketing Enablement category.HubSpot, a leading growth platform, use the awards to recognise agency partners who go above and beyond to help their customers grow better.

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Topics: Insider, Marketing Automation

The top 3 HubSpot integrations shared at Auckland HUG, July 2019

Posted by Annie Shearer on 15/08/2019 10:12:47 PM

July's Auckland HubSpot User Group (HUG) threw a spotlight on the best HubSpot integrations. Here's RECIPE Marketing's top 3 picks from a stellar line-up that enable HubSpot users to improve customer experience, drive higher quality leads, and create greater efficiencies in their teams.

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What is lead generation and how does it work?

Posted by Annie Shearer on 25/03/2019 5:47:40 PM

Let's start by answering the question "what is a lead"?

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Topics: Lead Generation

11 Landing page best practices that will improve your landing page conversion rate now

Posted by Annie Shearer on 12/02/2019 12:25:42 PM
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Topics: Lead Generation

What's a website "bounce rate"? What's an average bounce rate and what should I do to improve my bounce rate?

Posted by Annie Shearer on 28/01/2019 7:35:22 PM
Your website's bounce rate is the percentage of people who land on a page on your website, then leave. They don't click on anything else. They just get to one of your pages, then leave.
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How effective content marketing can be used as a powerful tool to grow your business

Posted by Annie Shearer on 28/01/2019 6:03:53 PM

They say ‘content is king’: and with businesses who effectively use content reporting 4-10 x higher lead rate and 20% increase in sales-ready leads, it’s easy to understand why content marketing has been granted such a regal title. But it’s time-consuming to produce, and a lot of businesses are spending a lot of time producing content that does not lead to a revenue outcome.

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Topics: Lead Nurturing

How to get your business page verified on Facebook

Posted by Annie Shearer on 9/11/2018 3:36:27 PM

What are the benefits of having a Facebook blue or grey badge? Is it worth it?

In one word? Yes! 

  • Verified pages rank higher on Facebook’s Graph Search and on Google Search results.
  • Customers are able to confirm they're connecting directly with the business(so it's particularly important if you've got a Facebook shop, or if you use Facebook advertising call-to-actions like 'book now', 'send message'. ).

Here are the steps to verifying your Facebook page.

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Topics: Lead Generation

How to select the right Marketing Automation platform for your team

Posted by Annie Shearer on 19/10/2018 6:37:44 PM

HubSpot, Pardot, Marketo, InfusionSoft... There is an abundance of Marketing Automation platforms available aimed at small and large organisations alike with wildly varying features, benefits, levels of integration and price points. 

How do you know which is the right platform for your business?  As Inbound consultants who help businesses develop an effective over-arching strategy for growth, we often get asked which Marketing Automation platform/software is best. Our answer has been, and will always be, start with the business' strategy, and use this to develop a Marketing Automation strategy. 

1. Consider your team's capabilities. How easy is the software to use? Hop on a 30-day free trial. 

Here are the key competencies your team will need to hold to build up an effective Marketing Automation programme. Consider what roles your team members will play, and whether upskilling is required. 

Every platform says their software is 'easy-to-use'. You don’t want to be reliant on developers to set up and edit basic landing pages, forms or email sequences so do a litmus test internally. Get key team members onto a 30-day free trial and get their feedback on building out these key features. No 30-day free trial? Walk away. 

2. Is there an active community of users who share info and insights? And how responsive is the customer service desk? You want to know you can get answers when you need them. 

Encourage the team to Google search for any questions they have as part of the free trial (rather than just defaulting to asking a sales rep any questions they have). You'll soon discover whether there's a community of users who offer up solutions to problems that've been encountered in the past. 

Check what their SLA response time is for queries, then read reviews of the Marketing Automation platform online via social media. Understand the experience of others and you're likely to understand what your experience will be. 

3. What does training look like? Is it self-service ? Or is it an on-site training course? 

How extensive are training tools? And do these go beyond the application of the software, into more valuable resources that will upskill the team on techniques and methodologies? 

4. Don't forget sales: consider how the Marketing Automation software will support conversion of leads to customers, and hand-off from marketing to sales.

If marketing and sales are not aligned in their thinking & objectives, leads will fall over when it comes to conversion. Lead scoring is meaningless to a team who is not brought into the thinking behind lead scoring: leads will disappear into a long-forgotten email folder. 

5. A decision should be made collaboratively as Marketing Automation impacts marketing, sales, customer service and I.T, but marketing & sales should hold the final decision. 

Marketing Automation can drive the entire customer experience - from attracting customers through to delighting customers. 

  • Customer service will be concerned with Marketing Automation can improve response times, and quality of response. 
  • I.T. will be concerned with data security & privacy.  
  • Marketing's focus will be on high-quality lead generation and demonstrating ROI. 
  • The sales' team's focus will be on how software delivers actionable insights they can use to sell, the efficacy of tools that'll support their sales process and closing customers. 

Ultimately, it's the marketing and sales teams who'll be the ones that use the Marketing Automation software (and are the business units accountable for getting results) so ultimately, this decision should rest with marketing and sales. 

Need some help working out what platform is right for your business? 

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Topics: Marketing Automation

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