You have the chance to tell a story. How? There’s a narrative to behold in your brand and marketing strategy—if you commit to defining and shaping them. And it’s easier than you think.
Christine Hollinden, AM&AA member and founder of Hollinden | inbound + strategists, is dedicated to helping M&A firms and their clients be more than buyers and sellers but storytellers. Hollinden works with service-based firms seeking sustainable marketing results. The mission of the company is to identify market opportunities, develop solid strategies, create scalable processes, and build stronger teams.
In this article, we will highlight how Hollinden works to help you understand your audience, optimize your lead generation, and how Hollinden utilizes a popular all-in-one inbound marketing tool to be a facilitator for businesses looking to develop focused messages.
Content is king. However, Christine Hollinden articulates that M&A content is not centered around expert advice or guidance. Marketing in this industry is about understanding your audience and the conscious and unconscious questions they ask.
What can be done to break down the process- How to go about it
- What mistakes do owners make when determining value to their company (e.g., enterprise value versus top line revenue, etc.)
Hollinden is a HubSpot partner. HubSpot, the leading marketing, sales, and service platform helps companies to attract visitors, convert leads, and close & retain customers. Together, Hollinden and HubSpot work with you to nurture your leads through marketing automation. According to HubSpot, inbound marketing is all about “…valuing and empowering these people to reach their goals at any stage in their journey with you.”
In the interview below, Christine shares an anecdote illustrating the power of marketing automation. A client in the M&A industry sent out an initial email to strategic buyers that garnered a fair response. However, Hollinden thought the ‘one and done’ approach was missing an opportunity. They devised a workflow where a follow-up email was triggered by anyone who either didn’t open or didn’t engage with the prior email. The results? The second email achieved a 48% open rate. If you don’t know, this is an exceptional statistic based on how large the contact list was (Seasoned email campaigns are considered a success when open rates average in the 20% range to give some context). The engagement and interest were now there. As business people, we are constantly busy and bombarded with emails. The audience just needed a second reminder—a personalized touchpoint—to reengage. And the workflow didn’t stop there. The strategic buyers ultimately received an informational email educating them about the services (buy-side, sell-side, valuation, and value growth) the firm offered.
Hollinden is here to help you sift through the data (the good data) to make your audience more defined. “When you know who you’re talking to, you can develop focused messages,” says Christine.
Learn more about AM&AA and how its organizations like Hollinden leverage the M&A network.
Watch the full video interview between AM&AA and Christine Hollinden, taken at the 2022 AM&AA Summer Conference in Dallas.
Article reference: https://www.hubspot.com/inbound-marketing
