How this fintech startup is improving content marketing and lead generation

Neu.Capital co-founder, Joshua Khoddami, told CMO lead generation activity had been going on for 14 months. Khoddami said the big benefit is having all lead activities in one platform. Importantly, by integrating sales processes, the team also been able to gauge the success of its marketing campaigns, he said. “Most of the team are ex-investment bankers, who are generally good sales people and analytical, but don’t have an inbound marketing background,” Khoddami said. With the training, they learn how to write towards personas. This creates a team of marketers in the sales team for you.” In turn, this is helping ensure Neu.Capital’s content marketing efforts are increasingly tailored to the core personas it has identified using the HubSpot platform. That was because people doing the content writing didn’t have marketing background,” Khoddami said. “We targeted personas that were engaging and bringing us high-quality leads. “Now we know if we go after companies in a bit of financial distress early, it triggers certain personas in our marketing database that we can help very quickly.” The results and lessons learned Since the beginning of the year, Neu.Capital’s cost per acquisition has fallen by 60 per cent, and the number of inbound leads driven to the website has risen by between 60-70 per cent. “People do look busy and they’re working hard, but they may not be hitting their targets.

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Financial marketplace startup, Neu.Capital, claims cost per
acquisition has dropped by 60 per cent and content marketing
quality has gone up after implementing an inbound marketing and
sales platform.

The company was formed in 2015, and provides an alternative
capital marketplace for established mid-sized Australian and New
Zealand companies looking to raise debt or equity of up to $100
million. The matchmaking service officially launched in August with
six deals live in the platform, two to launch in coming weeks, then
several more in January 2017. It also plans to launch in the UK in
Q1 next year.

Neu.Capital co-founder, Joshua Khoddami, told CMO lead
generation activity had been going on for 14 months. To achieve
this, the company set up a number of platforms, including Zoho’s
online technology, a proprietary CMS system, Salesforce, Google
Analytics and Keywords, Marketo marketing automation, Hootsuite and
MailChimp.

While it was a rich suite of tools, several were too large and
complex for a business of Neu.Capital’s size. The other problem was
the difficulty getting systems to speak to each other, Khoddami
said. As a result, the group sought an alternative system to
advertise, publish, track and follow-up on potential leads, and
implemented HubSpot’s solution at the beginning of the year.

CMS is the one platform Neu.Capital hasn’t migrated to HubSpot,
but Khoddami said it’s looking at how to use the vendor’s
multinational capability so people can access different sites
through the same CMS instance.

Khoddami said the big benefit is having all lead activities in
one platform. Importantly, by integrating sales processes, the team
also been able to gauge the success of its marketing campaigns, he
said. Another big win has been the inbound training program staff
have undergone as part of HubSpot certification.

“Most of the team are ex-investment bankers, who are generally
good sales people and analytical, but don’t have an inbound
marketing background,” Khoddami said. “Putting them through the
program without me having to do the training was a big win,
especially since they are the ones writing a lot of the content.
It’s a niche and specific area of expertise, and we need investment
bankers to do the content writing. With the training, they learn
how to write towards personas. This creates a team of marketers in
the sales team for you.”

In turn, this is helping ensure Neu.Capital’s content marketing
efforts are increasingly tailored to the core personas it has
identified using the…

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