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How Focusing on the Big Picture Helped One Nashville PR Firm Gain Competitive Advantage

May 31, 2013 Molly Garvey

We’re proud to admit it. Here at the Bradford Group we love to write. And as writers, we tend to be pretty very detail-oriented. That’s what we think makes our writing top notch. But when it comes to running our business, as well as creating ideas to grow our clients’ businesses, we recognize the importance of focusing on the big picture.

HubSpot partnerWhich is why we recently underwent extensive training to become the first Nashville PR firm to claim the esteemed status of a HubSpot-certified agency. The training, which consisted of a series of online webinar courses and one-on-one calls with HubSpot experts, was part of a bigger picture.

HGIC (Head Groupie in Charge), Jeff Bradford, returned last summer from a digital marketing conference he attends annually with a big idea – one that would transform the Bradford Group from a traditional PR firm to a hybrid agency.

To quote Paul Roetzer, author of a Bradford Group favorite, The Marketing Agency Blueprint, “Hybrid agencies will come to rule the marketing world. These emerging leaders are tech savvy, offer integrated services, hire and retain versatile talent…thrive on change, and continually apply shifts and advances in technology to strengthen their businesses, evolve their services, and deliver greater value to clients.”

It’s no earth-shattering concept. We preach to our clients how vital it is to stay ahead of the competition by adapting and accepting change. So, that’s exactly what we did.

Currently, the Bradford Group is the only HubSpot-certified marketing firm in Nashville. HubSpot is the world’s leading producer of inbound marketing software and training curriculum.

By utilizing the HubSpot software, we’re able to drive more traffic to our clients’ websites, convert more website visitors into leads and turn those leads into customers, all while providing a clear picture of how these efforts are helping their bottom lines.

Why HubSpot? Why now?

As I mentioned in my last blog post, we’re living a communication revolution where content is king. Content creation is the core of inbound marketing, which is fundamentally rooted in the fact that traditional, interruptive marketing tactics are on the way out – personalized, relevant content is on the way in.

Partnering with HubSpot has allowed us to integrate our marketing efforts such as blogging, search engine optimization, social media monitoring, lead nurturing, content management, content personalization and analytics reporting. It’s allowed us to remain a Nashville PR firm that generates exceptional content, and now we’re able to more effectively grow our clients’ businesses.

How does your company stay ahead of the competition? Share your experiences below.


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