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Webinar: Metrics And Analytics May 2015

Inbound Unwound - Marketing Insights

How To Make The Best LinkedIn Profile For Social Selling

Posted by Daniel Reed, Copy Architect at Square 2 Marketing

Fri, May 22, 2015

A lot of people are buzzing about social selling lately and that got me thinking about Willy Loman.

The tragic hero of Arthur Miller’s classic 1949 play, Death of a Salesman, ultimately fails as a salesperson because he is unwilling to give up his emphasis on longstanding personal relationships and adapt to modern sales methods. In Willy’s heyday, the personal connection was everything in terms of generating sales and attracting leads. But, by the time of his tragic fall, his more adaptable colleagues were eating away at all his market share by using more modern techniques.

The moral of Willy’s story, at least as it applies to today’s salespeople, is not that personal relationships don’t matter. The moral of the story is that you need to adapt to a changing sales environment.

Sales teams still depending on outbound sales methods such as cold calling and direct mail are the Willy Lomans of their day, clinging to old-fashioned sales methods even while more and more research points to the reality that buyer behavior has changed.

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Topics: inbound marketing, Inbound Sales, social selling, linkedin for sales, linkedin optimization, social selling strategy

Email Marketing Metrics: What To Check And What To Skip

Posted by Daniel Reed, Copy Architect at Square 2 Marketing

Thu, May 21, 2015

When executed properly as part of a comprehensive inbound marketing strategy, email marketing provides value to businesses looking to attract and convert leads. Too many businesses, however, carry out their email marketing campaigns haphazardly, leading to declining ROI and poor results.

To achieve optimal results with your email marketing efforts, start with strategy. Too many marketers simply send emails to their lists when they have time, with little thought to what tactics perform best.

The other major way that companies botch their email marketing endeavors is not paying attention to their results. If you don’t know how your emails are performing, you won’t know what changes to make to your email strategy.

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Topics: content strategy, inbound marketing agencies, Marketing Strategy, email marketing results, email marketing metrics

4 Reasons Free Trials Or Demos Won’t Drive Inbound Marketing Leads

Posted by Mike Lieberman, Chief Inbound Scientist

Wed, May 20, 2015

Software companies are notorious for rolling out self-serving bottom-of-the-funnel offers, like "Try Our Free Demo" or "Download Our Free Trial." Then, they’re surprised when hardly anyone fills out the forms to experience their software.

There is a major misconception among the leadership of these technology companies. They think that people would be interested in investing time and energy in trying the software before they buy it.

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Topics: inbound marketing for technology companies, content marketing planning, software marketing

Inbound Marketing Metrics Are Nothing If You Don’t Take Action

Posted by Mike Lieberman, Chief Inbound Scientist

Tue, May 19, 2015

Inbound marketing metrics are fantastic – but only if you take action on your findings. If you simply track for the sake of tracking and never make any adjustments to your program, do anything different or try anything new, you’re never going to realize the full potential of your inbound program.

One of the major advantages of inbound marketing is that you're able to identify what is and isn't working right now, implement adjustments to the program today and see the results tomorrow.

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Topics: marketing analytics, inbound marketing metrics

Screw Your Ego: Successful Inbound Marketing Isn’t About You

Posted by Mike Lieberman, Chief Inbound Scientist

Mon, May 18, 2015

I know. You’re great, and your business is great. Your people are great, and your product is great. And because of this, you want to tell everyone how great you are. After all, once they hear it, they’d be crazy not to hire your company, right?

Does any of this sound familiar?

Even if it doesn’t, it’s probably what you’re doing with your marketing today. If you’re talking about yourself more than you’re talking about your prospects, it doesn't matter whether you see your marketing in my example above or not. This is exactly what your prospects hear when they read your website or your marketing materials.

Here’s a bit of "no fluff" for you: No one cares about you, your company, your people or your product or service. They only care about themselves.

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Topics: Content Marketing, inbound marketing, Marketing Strategy

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