Inbound - The Blog: The Secrets Behind Click To Close


5 LIttle Known Reasons You Want Your Inbound Marketing Agency To Use Points

Points Keep You And Your Team Focused On Inbound Results

Agencies are shifting away from hourly billing and toward points-based systems. Not everyone is excited about the change, and feedback from CEOs, business owners and VPs of Marketing is still mixed.

But I want to give you some insight into why points might actually be better when it comes to finding the best inbound marketing agency for you, and why points might be the best way to manage your internal marketing team.

First, you have to know your goals for hiring an agency. Points work well when you’re expecting business results from your marketing. If you’re looking for logo designs, fancy brochures or even a beautiful website, then points might not be for you. But if you’re moving with the trend away from “stuff” and toward “results,” then points are where you want to be in 2016.



Digital Marketing Vs. Internet Marketing Vs. Inbound Marketing

This is an updated version of a blog article that was originally published in May of 2013.

Categories are confusing.

Digital marketing, internet marketing, inbound marketing – what’s the difference? And how do business owners, CEOs and marketing managers decide what’s right for their business?



Plain-Text Emails Vs. HTML Emails: Which Performs Best With Inbound Marketing?

Five Mistakes You're Making With Plain-Text Emails And How To Fix Them Today

Everyone has seen these. There’s been an explosion of them over the past six months. What looks like like a personal email arrives in your inbox, you open it, and even though it sounds like they know you, you don’t have any idea who the sender is, who their company is or why they’re emailing you.

You’ve seen these, right? I included one from I got from Uberflip yesterday down below.

Clearly someone, somewhere decided that this type of unsolicited emails is better than designed HTML unsolicited emails as an email marketing strategy.



Why Your Marketing Strategy Might Be Masquarading As Something Else

Don’t Confuse Tactics With Strategy When Thinking About How Your Company Goes To Market

I keep reading blog articles, talking to other agency owners and reviewing proposals (provided to us by prospects looking for our help) that make it seem like marketing strategy is everything except what it should be to impact your results.

Marketing strategy is not branding guidelines. It’s not a technical assessment of your current website. It’s not only target personas, though personas are an element of marketing strategy. It’s not a listing of marketing tactics to be delivered. It’s not a content calendar, nor is it a review of all your current outbound marketing.



Why Inbound Marketing Could Be Called Start-Up Marketing

Start-Ups Have To Be Agile, And Inbound Marketing Is 100% Built To Be Agile

Start-ups are the sexy side of business. You get this brilliant idea, you kill yourself boot-strapping the business to get it off the ground, you struggle, you win, you lose and then suddenly – bang, you’re Facebook or Twitter or Uber and you’re rich. That’s the story many start-up business CEOs are looking for: the fast track.

The reality is that most businesses fail in their first year. The stats are actually abysmal: According to Forbes, 80% of new businesses are out of business in 18 months. This parallels what many businesses experience with marketing. Everyone is looking for the silver bullet, the quick fix to generate leads. Then reality sets in and most businesses give up on their marketing because it failed after just a few months. But did they really give it a chance to succeed, or was it destined to crash and burn from the start?

Many parallels make inbound marketing and managing a start-up dramatically similar. Here are a few. 



10 Crazy Facts You Should Know About Inbound Marketing

Inbound Marketing Gives Us Data To Make Results-Based Decisions

Inbound marketing is still new, so it’s not surprising that many people are still skeptical about it. However, the amount of data supporting the successes of an inbound approach makes it worth considering it for your company.

Here are 10 amazing facts and figures tracking the application of inbound marketing across a variety of industries and sizes of businesses. In addition to the data, we’ve also included tactics you can apply to your business that allows you to take advantage of the trends.



When It Comes To Social Media, An Inbound Marketing Personality Matters

Inbound Marketing Requires Social Media To Drive Inbound Leads

We just don’t get it as B2B marketers.

We aren’t ready for that level of commitment. We want our space. We just aren’t ready for a close relationship. We’d like to stay friends, but just friends. They deserve better than us. It’s not them, it’s us. Definitely us.

Since we market business-to-business, it’s hard for us to feel the love and loosen up a bit when it comes to marketing, especially on social media. But we don’t have a choice any longer: It’s time for us to either start showing a bit more personality or let our prospects be wooed by the charming competitor across the room.



How Pokemon Go Might Change Marketing As We Know It

Is It Inbound Marketing? Yes, I Think It Is Inbound

In case you’ve been in a cave or on a deserted island over the past few days, you might not know what Pokémon Go is, but if you’ve been watching the news at all you've heard this new game. People are following their phones, using them as windows into a virtual world where they can pick up Pokémon and collect coins.

What sounds like a silly kid’s game has already impacted small business marketing in a very dramatic way. In this article, the writer does a wonderful job talking about how easy and affordable ($1.19/hour) it is to attract people into your retail store with only one or two of this game’s features.

But the impact this game could have on the future of marketing is dramatic. Today I’ll share a few more big brand applications that are probably already in the works.



How Long Does Inbound Marketing Need To Wean You Off Pay Per Click?

As Long As It Takes To Ramp Up Inbound Marketing Lead Generation

Almost everything with inbound marketing is relative, so the answer to this question has more to do with you than with inbound. If you have a pay per click program running now and you want to get off it, then you can aggressively plan to have other, more inbound-oriented, tactics pick up the slack in as little as 30 days.

If you’re more skeptical about inbound and reluctant to turn off your current source of new website visitors, then you can design an inbound plan that allows you to ramp up inbound more slowly and, at the same time, slowly decrease your PPC efforts. How and when you do this is all about your strategy and plan.



You Can Be A Fan Of HubSpot And Marketo For Inbound Marketing

Software Alone Doesn’t Make Magic; Without A Strategy And A Plan You’re Lost

Recently, at the Marketo Summit in Las Vegas, an insider told me that this was the first time in six years the I-word (inbound marketing) was used publicly at the event. This makes me feel even more confident that inbound marketing is not software platform-dependent.

You can be all in on inbound marketing and use Marketo. You can be all in on inbound marketing and use HubSpot. Your overall marketing strategy has little or nothing to do with the software you use, but you do need to use marketing automation software. The software will help you make the repeatable element of inbound marketing easier to execute and track, and enable you to optimize your tactics as you respond to the results.

The differences between the two main companies mean that Marketo is right for some businesses and HubSpot is right for others.