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HubSpot’s Adapt 2020 Survey: Key Insights for Kiwi businesses

2020 has certainly had more than its fair share of ups and downs. All the turmoil has created much distress and disruption for Kiwi organisations trying to survive in these uncertain times. One thing's for sure. It's time to adapt. In this blog, we share data from HubSpot on the latest digital marketing and sales trends emerging out of lockdown, so you have benchmarks to monitor your own activity as we all move into the new normal.

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Move over A/B testing. Adaptive testing is here.

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["marketing automation"]

Marketing Automation off to uni thanks to Done by Friday and Unitec

Engaging Partners and Unitec have joined forces to bring you an Inbound Marketing course that will give you real-life experience using key marketing automation software HubSpot and the latest Inbound Marketing theory. 

Marketing as we know it has drastically evolved in the past decade and the movement of Inbound Marketing is at the forefront of this change. With such rapid development in the marketing space, and the dramatic advances coming from automation, many marketers have been caught not having the talent or skills to manage their new platforms. There's a need to arm marketers with digital marketing skills and knowledge but, until now, there hasn’t been a dedicated tertiary course to deliver it.

["content marketing"]

Content marketing trends for 2018

By now you’re sure to have noticed just how important content marketing is when it comes to attracting inbound leads and building strong customer relationships. And one of the keys to the success of content marketing is that it’s dynamic. Instead of just doing the same thing and expecting results, it evolves and keeps things fresh, in line with our ever changing digital world.

This is great, but... to make the most of content marketing you and your business needs to know what these developments are and keep up with trending content types. 

["inbound marketing"]

Key takeaways from Hubspot’s State of Inbound 2017

It’s out again, your go-to marketing and sales report! The Hubspot State of Inbound 2017 is packed with useful insights into the ever-changing world of inbound marketing. State of Inbound 2017lets you easily digest the current challenges that marketers and sales reps are facing, as well as keeping you ahead of the coming trends and innovations that will ultimately shape the inbound marketing world.

So, without further ado, here are our five key takeaways from State of Inbound 2017 for you to consider, and include in your inbound marketing strategy.

["inbound marketing"]

Done by Friday Achieves Hubspot Platinum Status

Done by Friday has achieved Platinum status with HubSpot, showing again that DBF is New Zealand’s leading inbound marketing agency. This status is only given to agencies who have executed inbound marketing services to the highest standards, and DBF are the first agency in New Zealand to earn it.

Not only are DBF the first agency in New Zealand to gain this status, they’re now also one of only five agencies with Platinum status in Australasia, joining an elite group of inbound agencies around the world.

["#kiwihug events"]

Next #KiwiHUG 28th June 2018. Event Topic: 'Latest Innovations in Marketing Automation'

Join us at our next KiwiHUG event on Thursday the 28th of June at Grid AucklandGuest speakers from Done By Friday and HubSpot will share the latest innovations in marketing technology and how you can utilise these to improve your customer experience.

We look forward to seeing you there!

Don't forget to connect with our online LinkedIn group here, and get involved; contribute to discussions if you have advice or post a question if you need help from our community of leading marketers.

["content marketing", "inbound marketing"]

Masters of the Inbound World

Excellent news from the world of Inbound at Engaging Partners.

The Content Marketing team of Sonia Slattery, Boyd Wason, Susanne Johnson and Scott Wheeler have now all achieved relevant individual HubSpot certifications.

As a HubSpot Certified Agency Partner the DBF team is regularly tested to ensure a qualified content marketing approach based on the highly successful HubSpot Inbound Methodology. The Inbound Certification Programme covers social media marketing, email marketing, content management, website analytics and search engine optimization. 

["#kiwihug events", "sales enablement"]

SMarketing + #KiwiHUG = Better Business Growth

It's the most wonderful time of year again. No, not the holidays... our November #KiwiHUG! We're gearing up for another exciting update in the world of inbound.

Here's what you can expect at the upcoming event...

["content marketing"]

DBF joins Marketing Association's Panel of Experts

Done by Friday has joined the Marketing Association’s panel of industry experts to help progress Content Marketing best practice in New Zealand.

“Content Marketing is just taking off in New Zealand and a key challenge is a lack of local resources and information. So it’s great to be able to support the Marketing Association to provide thought leadership and help guide the development of local resources.” says Boyd Wason, Done by Friday’s Managing Director.

["content marketing", "inbound marketing"]

Top 7 Content Marketing Trends

Jayson de Mers makes some very good points in this article on with his list of the top 7 Content Marketing trends.

The statistic that stood out the most for me was that 91% of B2B marketers in the US are now using content marketing - up from 60% only a year ago. I think he's correct when he puts some of this down to marketers bringing disparate elements already in use in their marketing activity (such as sales generation and social media), together under a content marketing plan or strategy. I also think he's on the money with his comments, in particular the quote from HubSpot about marketing automation not being a 'once and done' proposition.

["content marketing"]

Taylor Swift, Spotify, and Clever Content

In 32 Proven Content Marketing Tips, Tricks and Ideas we wrote about Newsjacking.  

Here's a great article from Marc Cowlin writing for This Moment about how Spotify took advantage of the less than positive news that Taylor had withdrawn from not just Spofity, but a number of other streaming music services.  

I did a little further digging of my own and found that Pandora have negotiated an agreement with Swift's record label to play her music - look forward to seeing how Pandora shake up Social Media with some newsjacketing of their own.

["sales enablement"]

Sales Enablement in Large Corporations

Sales enablement describes the technologies, processes and strategies that allow sales teams to sell faster, better and more efficiently. In many organisations (larger corporations in particular) sales enablement strategies and technologies are the keys to unlocking the business's full potential and resolving frustrations between sales and marketing departments. 

The problem is so many big businesses are stuck using legacy sales systems and old strategies and are reluctant to update due to the time and cost involved with doing so. Updating may take considerable time and effort - but if you can prove ROI in the long term it's all worth it. 

["inbound marketing", "marketing automation", "how to..."]

How To Write For Marketing Automation

Whether you realise it or not, if you’re a Marketer using digital platforms today, chances are you're using marketing automation in some shape or form.

Simple tasks like scheduling a website page in your CMS to be published on a future date; more complex tasks like creating sophisticated email nurture workflows or creating online chat functionality - all these channels use the power of marketing automation technology to publish content efficiently and intelligently.

However, if you’ve ever been a victim of automated messaging ‘spam’ you’ll know there’s a big difference between well crafted automated communications that are relevant and helpful, and content that is just simply annoying.

["content marketing", "how to..."]

How-to: 3 steps to conducting an efficient blog audit

The beginning of a new year is the perfect time to revise your content marketing strategy - and the best place to start is with a full audit of your company blog. After all, your blog posts are usually the most common entry point to your website (and your brand).

Today most blogs exist as 'evergreen' content - meaning they stay there forever to be discovered by your prospects, leads and customers as they research their problems and your business offers. As we all know - a lot can happen in a year - so it's important to conduct a regular audit of your blog so you know what posts are there, which are working well, which are not working and which need updating to be more relevant to your business and target personas. 

["inbound marketing"]

4 Key Metrics of Your Inbound Marketing Strategy

It can be hard juggling the day to day demands of business while still paying close attention to your inbound marketing strategy - especially when it comes to analysing your ROI. If you feel this way, you’re not alone.

HubSpot’s State of Inbound 2017 reported that 40% of marketers found proving marketing ROI as their primary challenge. When it comes to ROI — and it always does — it’s about quality versus quantity, which can often mean getting more out of less. But the sheer volume and variety of data available these days, often at the click of a mouse, can be more of a curse than a blessing.

["marketing automation"]

The Modern Marketer’s Guide to Marketing Automation

Marketing Automation is much more than just a trendy buzzword — it’s here to stay and is destined to become the status quo for any successful inbound marketing strategy. We’re so impressed with the potential of Marketing Automation that we’ve written an eBook to showcase its bounty of benefits. Here’s a little insight from The Modern Marketer’s Guide to Marketing Automation.

["marketing automation"]

How Marketing Automation Can Help Your Business

Recently, Inbound legends Hubspot surveyed a bevy of marketers to reveal their biggest marketing challenges. Check out the top three across respondents below:

  1. Traffic and Leads - Quality vs Quantity
    More more more leads is the key demand from most sales teams, which isn’t surprising. But they also want quality over quantity — then again, don’t we all? Nobody wants to waste their time chasing limp handshakes and wishy-washy leads, and that’s why this tricky balancing act is the numero uno challenge facing marketers.

["digital marketing"]

What Works for Digitally Marketing a Website?

Seth Godin is one of my all time favourite authors.

Tribes and Permission Marketing left a huge impression on me and helped me shape the service offering we developed in the early days at Tango. I've been looking back at one of his early books, The Big Red Fez: How To Make Any Web Site Better, and its amazing to see to the problems he identified back then are still alive and kicking today.  A lot of digital is developed for either form or function, and not enough is created with clear objectives and consumers in mind.

Seth recently commented about this on his blog...I also really like the statement on his website - "go make something happen".

["inbound marketing", "marketing automation", "how to..."]

How to Capture and Nurture leads at Events with Marketing Automation

Many of our clients use events and conferences to promote their products and services locally and internationally.

Did you know you can leverage your HubSpot platform (or other marketing automation platform), to capture interest from leads who visit you at events? And, did you know that by capturing these leads, you can then nurture them with relevant content just like you do with any other Inbound Marketing activity?

And even better, this approach can be replicated for every event you attend. 

["marketing automation"]

What Marketing tasks can you automate?

In many of our recent blogs we’ve discussed the benefits of marketing automation and how to choose a marketing automation platform. But let’s back up the truck a little...all this is great stuff, but what if you’re unsure about exactly what marketing tasks you can even expect to automate?

In this blog we share an excerpt from our latest eBook: A Modern Marketers Guide to Marketing Automation that covers our TOP 6 marketing tasks to automate.


["digital marketing"]

Using Facebook lead ads for your business

As a business owner, chances are you’re interested in effective ways to get quality leads at a low cost. You’ve probably also heard of Facebook lead ads, a growing way of generating leads that could be a worthwhile investment of your advertising dollars. So what are Facebook lead ads, and are they the way to go for you?

["digital marketing"]

Ten tips for creating a better customer experience

We all know how important it is to turn every possible lead into a customer – it’s at the heart of every business. But the reality is that after the sale, with this focus it’s easy for your customers to be overlooked while you’re on the never-ending search for fresh leads. So how does this look for your business?

Research has shown that while 82% of marketer’s state that retaining customers is cheaper than finding new ones, only 15% of companies place a strong focus on retention. And with the average cost of attracting a new customer being widely accepted as five times the amount of keeping an existing one, a focus on retaining customers could mean some serious savings for many companies.

["content marketing", "inbound marketing"]

Grow with HubSpot: 2016 Auckland Event

As modern marketers, we’re more responsible for organisational growth than ever before. 

If you’re tasked with growing your website traffic, increasing the quality and quantity of leads that you pass to your sales team and driving your sales revenue targets, then the upcoming Auckland Grow With HubSpot event is for you!The Event is set to teach you how to implement an inbound strategy that will help you achieve these goals and introduce you to a panel of local HubSpot customers who are growing their businesses with inbound marketing today.

There’s no doubt that you have ambitious growth plans for your business this year, but is your digital marketing strategy set up to propel you towards meeting (and hopefully exceeding) those goals?

["inbound marketing"]

Best Practice SEO for Effective Inbound Marketing

Everyone wants their website content at the top of the Google search results page, and with good reason when the first result, on average, captures
33% of search traffic. As a savvy marketer, you know that competition for this space is fierce and can be expensive if you're boosting your organic results with Google Adwords or Bing Ads.

Any marketer worth their 2c today knows that if you want to organically shimmy your way up the search result ladder, then search engine optimisation (SEO) is a must. Although SEO is a constantly changing discipline and can quickly become very sophisticated, we've written this article to give you a quick recap on three key things you should know about SEO today, to ensure your company website is keeping up...

["content marketing", "inbound marketing", "digital marketing"]

6 Social Media Tactics to Build Your Brand


You’re bound to have heard numberous strategies and theories about how to build a social media following for brands - content is king, it’s a two-way conversation, don’t be salesy - maybe you’ve even read chapter 29 in our eBook – 32 Proven Content Marketing Tips, Tricks and Ideas

These strategies are all correct, but how do you turn these ideas into practise? Here are a few tactics you can start implementing today to build upon these fundamental strategies.