We explored how inbound provides a scalable framework around which organisations across industries can grow. But how did David Byrne, VFE’s CEO, track and measure the growth and how did the success of the inbound model support his business acquisition goal?
Fortunately, the solution to this challenge is built into our marketing platform of choice.
HubSpot is the world’s number one CRM platform for scaling companies. It achieved this status by developing a suite of integrated hubs that, when configured together, provide visibility across the entire customer lifecycle. What this means is that everyone from the marketing team to the CEO to the head of finance can see — quickly and easily from a single view in their integrated portal — any data and reporting information.
“The level of professionalism and flexible support through the sales and then the onboarding process has been very impressive. We at VFE are really looking forward to BabelQuest's support with unlocking VFE's growth potential.” David Byrne, CEO, VFE, HubSpot Solutions Directory
When they approached us, VFE’s legacy systems didn’t provide this level of information. Working closely with our Client Delivery and Expert Practices team, they configured their new HubSpot platform so that the marketing and sales data integrated with the CRM.
The benefits weren’t just technical. With the right technology in place, we were also able to help VFE align its people and processes. An integrated system meant every business unit — from Marketing to the board — could get what they needed from the platform to prove the value of their activities, make informed decisions and quantify their return on investment.
Building inbound into your business acquisition strategy
A business centred around the inbound model can be an inviting entity for acquisition. Leaders planning succession strategies or future mergers/acquisitions can look to the inbound model as a way of building a more sustainable business with predictable, repeatable growth, backed up by many of the benefits we have already discussed:
Revenue and growth can be accurately forecasted using a combination of inbound strategies and the HubSpot growth platform.
A sustainable business model with evidence of continuous growth reduces commercial risk.
The ability to quickly and effectively launch new products/services and react to market changes further reduces risk while evidencing future growth opportunities.
Looking beyond the hard data and the system proficiencies that HubSpot unlocks, an inbound approach also helps to position organisations as leaders within their markets.
The voice of an industry
The thought leadership and branding opportunities created by the inbound approach helped to position VFE’s senior leadership team as experts and cemented VFE’s position as a leading-edge provider within the UK’s advanced manufacturing service industry.
We worked with the senior leadership team to create a consistent posting schedule using their personal LinkedIn accounts. Over time, this communication channel built on their already established personal brands by aligning VFE’s leaders with the expertise and thought leadership expressed through the social media posts and blog content.
The tactic helped to establish VFE’s industry authority.
It communicated the company’s brand values.
The consistent output of authoritative, personal content built customer — and investor — trust.
“Over the last 12 months, Tom has worked very closely with the VFE management team to create a personal and unique voice, for the team as individuals and collectively for our business. I have personally basked in the reflected ‘excellence’ of his writing.” David Byrne, CEO, VFE
VFE was acquired by Busch UK, of the global Busch Vacuum Solutions family, in August 2021. On top of its impressive revenue growth, VFE could evidence an increase in its number of service contracts at a period in time when much of the industry was struggling to maintain production or pausing its operations indefinitely.
The figures looked good, but so did the stories shared across its blog: of the partnerships VFE had built with globally recognised heat treatment equipment suppliers, of the way its products were helping manufacturers to reduce costs and improve efficiencies, even how VFE had adapted its own operations to help its customers through the challenging times.
Could you build a better business model around inbound?
Across this article series, we’ve shared VFE’s story and the journey David took to transform his organisation during the global health crisis. It’s by no means prescriptive — challenges will change, as do the strategies we recommend that each of our clients take in order to maximise their investment, unlock the full potential of HubSpot and hit their objectives.
Still, we hope it inspires you to consider the advantages of an inbound framework across your business and how your sales, marketing and service functions could benefit.
How strong are your revenue streams? Is risk growing? Do you have clear visibility over the data and reporting necessary to make confident decisions and future-proof your operations?
To talk to us about your business plans and discuss how you might build a stronger business model around the inbound framework, get in touch today.