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Inbound Unwound - Marketing Insights

Why Inbound Marketing Needs Data To Shine Like A Diamond

Posted by Mike Lieberman, Chief Inbound Scientist

Wed, Jul 1, 2015

I’ve been doing marketing for my entire professional career. For context: We’re looking at about 30 years of marketing strategy and tactics.

It wasn't until the last five years that I’ve actually had any real data to help drive the marketing we're doing, and that’s only with the introduction of inbound marketing.

So, how do inbound and data fit so nicely together? The answer lies in the actual inbound methodology. Even Reality Marketing (the strategy methodology that Square 2 Marketing created back in 2003) highlights the importance of quantifying EVERYTHING you’re doing in the area of sales and marketing. Inbound marries the tactics with the data.

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Topics: inbound marketing, Marketing Strategy, big data marketing, data driven marketing


11 Inbound Marketing Lead-Nurturing Hacks To Improve Conversions

Posted by Mike Lieberman, Chief Inbound Scientist

Tue, Jun 30, 2015

Before I start writing an inbound marketing blog article on a specific topic, I like to look around and see what other people are saying about the subject.

Honestly, I was a little shocked to see what people are writing about lead nurturing. Personalize the email? Track the results? Don’t sell? Come on, is that the best you've got?

Today, I offer you 11 upgrades you can make to your nurturing campaign today. 

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Topics: email marketing, lead nurturing, lead nurturing campaigns, email marketing results, lead nurturing best practices


Inbound Marketing Is All About User Experience

Posted by Daniel Reed, Copy Architect at Square 2 Marketing

Mon, Jun 29, 2015

Buyer behavior has changed and seller-centric marketing is dead. Customers no longer want to be disturbed by advertisements and cold calls telling them all about a certain business or product. These outdated tactics have two things in common. First, they interrupt prospects at times they don’t want to be bothered. Second, they are all about the seller, not the buyer.

Adopting an inbound marketing strategy for your business forces you to stop thinking about your service and product, and to start thinking about how you are able to help your prospects solve their problems. It’s not always an easy mindset to shift to, but the dramatic increases you generate in leads and conversions make it worthwhile.

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Topics: Website Design, inbound marketing tips, Marketing Strategy, buyer journey,, UI/UX Design, user experience


Why Inbound Marketing Won’t Drive Revenue Without Inbound Sales

Posted by Mike Lieberman, Chief Inbound Scientist

Fri, Jun 26, 2015

Business owners, CEOs, CMOs and VPs of Sales are hypnotized by the promise of leads from inbound marketing. But, "getting leads" isn't really what they want, is it? What they actually want is revenue. They want new revenue, revenue growth, new customers – and a lot of them.

Meeting after meeting, prospects tell us stories of their 50% close rate: “Just get me the leads, and we’ll close them.” Then, the leads start coming in, and they’re not prepared to take them through any reasonable process.

Worse yet, we’ve created this amazing educational experience for prospects, which gets them to WANT to talk to your sales people, and then all you want to do is pressure them to buy. That approach doesn’t match how people buy today.

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Topics: inbound marketing, sales strategy, Inbound Sales, Marketing Strategy


How Do I Know If Inbound Marketing Is Going To Work?

Posted by Mike Lieberman, Chief Inbound Scientist

Thu, Jun 25, 2015

How do you know if any of your marketing is going to work?

Ever gone to a trade show and come home with much fewer leads than you expected? Ever run an ad and received no response? How about that direct mail postcard that was supposed to deliver 2% return and only did .2%?

Any of these scenarios sound familiar? I have hundreds of stories like these from clients who, despite our advice, ran traditional marketing campaigns  only to regret the cost and labor that went into their efforts.

Is inbound marketing any different?

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Topics: lead goals, Inbound Marketing Results, inbound marketing predictions


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