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Inbound Marketing Needs Dedicated Teams To Fly High

Agile Shows You How To Optimize Collaboration And Team Prioritization

You’re running inbound marketing for your business and expecting results, yet the leads haven’t been coming in like you thought they would when you started your program. This isn’t abnormal, but there’s a good chance that your team isn’t set up to produce stellar results.

Historically, functional teams have run marketing. You have a social media person or team, a website team, an email resource and a design team. Inbound marketing needs a cross-functional approach as well as a dedicated team. You can’t simply parachute people in and expect them to participate in the rhythms necessary to get results.

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Lesson #1 For Agile And Inbound Marketing: Be Patient

If You Want Results From Inbound Marketing And Agile Marketing, You're Going To Have To Earn Them

Everyone always asks me: “Inbound and Agile – that’s the secret, right?” Unfortunately, the answer is a little more complicated than what they want to hear. Inbound marketing and Agile marketing do have something in common: They both take patience and a long-term perspective in order to work.

We’re all looking for the easy button, the silver bullet, the quick fix. But, these are not that. There’s nothing easy about either of these approaches to marketing. While you do need to use them both, if you’re not thinking long-term, you’re probably going to sabotage your own efforts before you even get started.

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5 Ways Inbound Marketing Helps Market To Companies That Are NOT Searching For You

Contrary To Popular Opinion, Inbound Marketing Works For This Type Of Prospect, Too!

Inbound marketing is perfect for today’s buyer journey, especially when your prospects start that journey on Google. What happens, though, if they’re the perfect company (target profile) and the perfect person (target persona) but they’re not yet actively looking for what you do?  Now, what?

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Inbound Marketing Works For Current Customers, Too

Often Neglected, Inbound Marketing To Current Customers Drives Revenue

Almost every inbound marketing program focuses on generating new leads for new customers, but more often than not, this overshadows and ignores the untapped revenue potential hidden in your current customer base.

How many of your customers purchase all of your products or services? Ask any CEO this question, and the answer is usually a pretty low number. This situation represents a significant opportunity to turn your inbound marketing power to current customers in order to generate revenue.

Here are five ways to focus your marketing on customers to help hit your revenue targets.

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Don't Lose Sight Of Business Outcomes With Agile And Inbound Marketing

Inbound Marketing Metrics Like Leads And Revenue Are Important, Not Velocity

There’s really only one reason to move your marketing team to Agile from traditional waterfall approaches. That one reason is RESULTS! 

Whether you’re looking for more website visitors, more top-of-funnel leads, more bottom-of-funnel leads, more sales-qualified leads, more proposals/agreements, more revenue from current clients or more revenue from new clients – whatever your goal for business results is – that has to be the end game for Agile marketing and Scrum.

Unfortunately, Agile gives you so many new metrics associated with the performance and operation of your marketing team that it’s easy to get blinded by the data.

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HubSpot Vs. Marketo: Which Is Right For Your Inbound Marketing?

The Answer Is More About You Than Either Of The Software Solutions

Last week, I had the pleasure of participating in the Marketo Summit. Three days of content, software and discussions with practitioners gave me a new perspective on the comparison between HubSpot and Marketo, as well as a newfound appreciation for “the other side” of the marketing automation question.

What I realized is that it’s not about HubSpot or Marketo, but rather which one applies to an individual business’s specific situation. In this article, I’ll try to lay out a few of the high-level characteristics to help you make the right choice for your business.

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How To Know If You're Ready To Scrum Your Inbound Marketing

Is Your Inbound Marketing Performing? That Is The Question

Now that marketing is scientific, 100% quantifiable and completely transparent, you should know whether your marketing is performing. If you’re getting the leads you need to grow your business, there’s no need to continue reading this article.

If you're not (and I know that’s most of you), there are numerous ways to improve the performance of your marketing. Scrum, the methodology to deliver Agile marketing, is one of the upgrades you need to consider.

But, this article isn’t about Scrum. It’s about knowing whether you’re ready to Scrum or not. Here are some indicators to help you decide whether your marketing could use a boost from Agile.

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Inbound Marketing Is Constantly Evolving: See How It's Changing Again

Now That Marketing Is Measurable, Changes To Inbound Marketing Equal Better Results

No one is going to argue that marketing is changing faster than ever before. What we did last year to get clients leads is different from what we do today, and I promise that what we do next year will be different, too.

The reason why change is so rapid is the fact that we have data. We know what works, and we want to do more of that. We know what doesn’t work, and we want to scrap that. The winners here are the businesses that work with us.

Today, inbound looks different. It includes paid media, sales techniques, customer cultivation and technology. It’s more complicated, complex and challenging than ever before, and it takes expertise, patience and process to make it work.

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How 30-Day Planning Makes Inbound Marketing Soar

Long-Term Planning Is Out When Data Drives Optimization Of Inbound Marketing Tactics

You can keep doing it the old-school way, with 12-month marketing plans and six-month content calendars. But, even your integrated, three-month marketing campaigns might be too long given what we know about today’s marketing.

What we found is that Agile marketing and 30-day plans give us the best opportunity to be nimble. We can better respond to what’s working well, what’s working better than expected, what’s not working as well as expected and what’s not working at all.

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Can You Get Results From Inbound Marketing Without Strategy?

Marketing Strategy Is Still A Requirement If You Want Leads

Over the course of 13 years, we’ve had conversation after conversation with CEOs who are resistant to the idea of marketing strategy before inbound marketing tactics. Just about everyone thinks the best approach to marketing is to start executing tactics. No one would like that to be true more than I would.

However, I’ve thought through this idea many, many times and find it extremely difficult to feel good about this approach. This is especially challenging for me when it comes to inbound marketing. Inbound requires a collection of so many tactics all executed in an orchestrated way. If one tactical input is wrong, the entire program suffers.

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