The British Library is the biggest library in the world and is a non-departmental public body sponsored by the Department for Culture, Media and Sport. Toast Inbound were approached by the Head of Marketing in 2013 and asked to give a talk on inbound marketing to find out how it can be used. The team were impressed with the approach and with HubSpot as a tool to deliver marketing campaigns. Two departments – the Business & IP Centre and Events – stepped forward to take it on.
1). Business and Intellectual Property Centre (BIPC)
The BIPC helps start-ups and small businesses to launch businesses, protect their ideas and to continue growing. By running an ‘Innovation for Growth’
program, they offer funding to assist in expansion. The BIPC is a segment of the Library that generates revenue for the overall operation. In recent times this has become crucial within the operation, due to funding cuts.
The first use of HubSpot was to control the downloading of over 30 industry guides and 4 intellectual property guides that the Library had created. Previously these could be taken straight from the website meaning that the BIPC had no information on who was accessing them. It also meant they couldn’t contact these users with information on valuable resources that could be accessed at the Library.
Some 7,000 downloads later and the BIPC now has a wealth of data on people looking for business support and can target events and resources at them
through automated emails that follow a download.
2). Events Department
Throughout the year, the British Library host a series of varied major events. From Harry Potter and Magna Carta to Gothic’s and Georgian London, the Library require marketing resources to help run them. There are also associated competitions where the Library can get over 40,000 submissions into promotional draw.
Since taking on the client in October 2013…
Having the pleasure to work with such an iconic knowledge centre such as the British Library has taught us how important it is to have your content material at a high standard.
Although our office is based in Banbury, Oxfordshire, we work with businesses all over the country. The British Library is located in the Central London. Whilst this may be 75 miles away from our Oxfordshire based office, we are able to successfully provide them with a full range of digital marketing services by having good and transparent communication whether that be through project management tools such as Basecamp, phone calls, emails or face to face catch ups.
"We have worked with Toast to implement and manage our HubSpot solution for various inbound marketing and data campaigns. Vaughn and the wider Toast team can always be relied upon to be helpful, efficient and insightful."