Inbound - The Blog: The Secrets Behind Click To Close


How An Inbound Sales Scoring Model Qualifies Prospects In 30 Minutes

Inbound Marketing Drives Leads, But You Want To Make Sure They're The Right Leads

Marketing has become so scientific that we can score the inbound marketing leads we generate. There are complex scoring models and there are simple scoring models. You can use software tools to score leads, or you can create your own basic scoring model to help your salespeople prioritize their efforts and focus on the best leads first.

If that's what you want to do, start simple, with a basic Lead Scoring 101 approach. If the basic model shortens the sales cycle and helps you close more new customers, then consider moving to something more automated and potentially more complex.



Growth-Driven Design Or Inbound Marketing Optimization: Which Is Right?

Knowing The Difference Might Mean Hitting Your Goals Instead Of Missing Them

It’s funny how ideas get momentum. Growth-driven design is something that a lot of people are talking about. Luke Summerfield, the self-proclaimed father of growth-driven design, defines it as a method that minimizes the risks of traditional web design. GDD uses a systematic approach that shortens the time to launch by focusing on real impact and continuous learning and improvement.

To use simple terms, instead of spending four to six months working on a major website re-launch that includes getting every single feature, page and element right, you’ll launch a much smaller site in just 30 days. The launch will include only the “must-have” features, but over time and – this is critical – based on data, you'll add new elements to the site to improve its performance, in terms of visitors and leads.

Who could argue with that?



Why You Should Do Inbound Marketing And Inbound Sales At The Same Time

Adding Both Simultaneously Might Sound Counterintuitive, But It Will Produce Better Results

Moving from traditional marketing to inbound marketing, and from a traditional sales method to an inbound sales approach, are big undertakings. Both moves come with their own unique challenges. However, the sooner you start, the sooner you’ll reap the rewards.

Today we’re going to diagnose the major challenges associated with both, and attempt to help you be better prepared to make the transition. By understanding the challenges, you can make an informed decision about whether you want to do marketing first and sales second, sales first and marketing second, or both at the same time.

Do you need to do them both?



Applying A Hub-And-Spoke Model To Your Content Marketing Strategy

This is an updated version of a blog article that was originally published in September of 2014.

Everyone is talking about content marketing.

It’s obvious that you need content in order to connect with your audience, pull them into your website, educate them on a topic and eventually help them make a smart purchase decision by working with your business.

The content strategy development process is complicated: What content do we create? In what format? How often? How do we promote it? How do we optimize it? How does each piece of content inform the next? How do we ensure it turns visitors into leads? The questions are endless.



You Won't Rank For Keywords If You Can't Convert Your Landing Pages

How Inbound Marketing Connects Search And Conversion

No one knows exactly how the Google search algorithms work, but we know Google improves rankings for pages that deliver value. We’re also pretty sure that if your page delivers a conversion, Google views that as a mark of the page's value for the visitor. 

This means search engine optimization has a new paradigm, one that includes conversion strategy. No longer is it enough to deliver a page with the right URL, the right copy, the right tags and the right descriptions. Today, if you want to rank for keywords, you have to ensure you convert your landing pages too.

Here are a few upgrades you can make to your landing pages today to improve your rankings tomorrow.



What's The Right Relationship For You And Your Inbound Marketing Agency?

Vendor, Partner, Guide, Trusted Adviser Or Friend? It's Complicated

You probably never considered this. When it comes to evaluating agencies, none of the e-books, whitepapers or blog articles ever talk about the kind of relationship you want to have with your inbound marketing agency.

Yet we think it’s so important that we’ve opted out of engagements when the right relationship wasn’t present. Now it’s a big part of what we screen for in the sales process. In many cases it’s been the difference between amazing results and modest results for our clients.



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.



Inbound Marketing Website Design vs. Traditional Website Design

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

I recently had a prospect ask me: “Is there a difference between a traditional website and an inbound marketing website?”

While I answered emphatically, “Yes!,” I thought it would be good to translate (a revised set of) best practices around inbound marketing website design and position them against traditional website design practices.



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.