Strategy Phase: How We Set You Up for Inbound Success in 8 Weeks

Here's the thing: predictable, repeatable business growth — the kind you really need to scale in a safe and dependable way — takes time. As such, we typically work with our clients on an annual retainer basis to drive their long-term inbound success.

This level of partnership requires commitment and it’s important for both of us that any expectations you have about how we proceed and how we work together are clear and well-founded from the get-go.

We're frequently asked by our clients what they can expect when kicking off our new partnership. To help, we’ve created this article outlining everything you need to know:

Your core workshopsbabelquest strategy month

We kick off every new partnership with a series of four workshops — a Positioning and
Messaging workshop, a Buyer Persona workshop, an Inbound Strategy workshop, and a Content workshop — aimed at better understanding who you are, who your buyers are, and how we can best reach them.

WHO: Typically, each workshop will be run by a Strategist at BabelQuest and involve individuals from your senior team (CEO, head of sales, head of marketing, head of services). Ideally, this would also include other key roles in your sales, marketing, and customer service departments. 

HOW LONG: It’s preferable to run these workshops over the course of 2-3 weeks. You can typically expect each session to last half a day.

WHERE: Depending on what suits you best, we can hold them at our offices, at yours, or at another venue of your choice.

Positioning & Messaging workshop

In our experience, many companies think their customers value them for one reason, when in fact they're more valued for something else. This workshop addresses this disconnect by focusing on your company’s
value proposition, its positioning, and its messaging.

  • What do you stand for, and how do you want to be represented?

  • Which are the core markets you serve?

  • What are their challenges?

Our messaging framework is an internal document, created for all clients, that collates information such as value proposition, power/positioning statements, tone of voice, guidelines, buyer personas etc.

We can then use this document (for content, email, social etc.) as an information centre for "all-things written word" to act as a reference point and to help steer.


DELIVERABLE: As a result of this session, we’ll create a Messaging Framework that we can all work from to produce consistent, on-brand sales and marketing collateral that speaks to your customers and your value.

Buyer Persona workshop

Equally important as identifying who you are is who you’re targeting. Sitting down together, we’ll identify who these people are. Then we’ll deep-dive into one or two of these, ensuring we uncover detailed findings such as the following:

  • What are their roles?

  • What are their aspirations and what drives them to succeed?

  • What are their challenges at different stages of the buyer’s journey?

DELIVERABLE: The goal of this activity is the creation of one or two fully-fledged buyer personas, which we’ll document after the session and deliver back to you for sign off.

Content workshop

Newly equipped with a clear understanding of your positioning, we can begin to see how this resonates with your target buyers, revealing the gap your content strategy needs to fill.

  • What are the biggest current industry themes?

  • Are your customers frequently asking you certain questions?

  • What is your target buyer’s story and how can you best tell it?

DELIVERABLE: Succeeding in content means a coordinated, company-wide content strategy that bridges your value with what your buyers really care about. The information we gather during this workshop will be used to inform your 12-month inbound strategy and 90-day plan (see below).

12-month Inbound Strategy workshop

The next step is to conduct an inbound strategy workshop. This workshop is designed to dig into the types of inbound marketing activity that need to be completed to meet your goals and who needs to work on those activities. For example, who is responsible for your social media activity? Who is handing over leads to sales, and who is accountable for lead nurturing?

WHOTypically, each workshop will be run by a Strategist at BabelQuest and the BabelQuest delivery team and involve the key individuals from your marketing, content and sales teams who will be directly involved in the partnership.

HOW LONG: This will typically last half a day.

WHERE: Again, this can take place at our offices, at yours, or at another location more convenient for your attendees.

DELIVERABLE: Based on these findings, we’ll create and deliver your 12-month inbound strategy: a detailed document (approx. 30 pages) outlining the best strategy to achieve your goals and drive business growth. You will receive this up to approx. two weeks after the workshop and we will go through it together, answering any questions you may have.

Planning the first 90-days of activity

With your annual inbound strategy signed off, we then create your 90-day activity plan. This includes a draft content calendar, a list of the activity that we recommend and associated deadlines for both of us. As part of this, we also take time to:

Define your SMART goals. We aid you in reverse engineering your SMART goals (Specific, Measurable, Achievable, Realistic, Timely) so you can track your progress over the course of the quarter.

Create your Campaign Centre. All our activity will be detailed in a Campaign Centre. This is a Google Sheet that acts as a central hub for your information, providing a clear, easy-to-follow list of tasks and deliverables for both of us to track and update.

Define your KPIs. After creating the Campaign Centre, we will use the information to help you choose the right KPIs in relation to your SMART goals and 90-day activity plan.

Setting up your HubSpot and the onboarding process

A core aspect of our partnership will be your use of the HubSpot application. As one of the top 1% of
HubSpot Partner agencies globally, you can depend on us to build your new HubSpot presence, migrate your data and contacts from your existing platform, and integrate it with any third-party tools you intend to continue using.

A kick-off survey will be circulated to all your key stakeholders to get different perspectives and we will take these responses as the starting point for a BabelQuest onboarding questionnaire which will be sent to you to complete as a team. You'll also get to know the team at BabelQuest a little more and we will work together to set up timelines for the next steps.

For new portal configurations, we will provide you with a list of things that we need from you to set the portal up smoothly and get you up and running. If you're keen to learn more about the tool as we get started, we can point you in the right direction for relevant HubSpot certifications and can give you training on specific areas as needed.

For configuration of existing HubSpot portals, a full portal audit will be conducted and a review of all of our configuration steps for a new portal will be assessed to understand whether we need to revisit any of them. We will be able to provide recommendations for any improvements that can be made straight away for quick wins.

Got a question? Get in touch

In our experience, the secret to any successful partnership is communication. This is baked into who we are as a company, from our internal values around transparency and openness to our core aim of helping our clients to generate predictable, repeatable revenue growth by having more meaningful conversations with their customers.

So if you've got a question, please ask us — we're here to help.

To find out more, drop us an email or pop us a call (01235 313555) and hop over to our offices in Oxfordshire (address) to say hello.

Get in touch

Dr Thomas Brown
About the Author
Principal Copywriter at BabelQuest. PhD Creative Writing from the University of Southampton. Novelist with Sparkling Books.