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Inbound Marketing Only Works When It's Aligned With The Buyer’s Journey

Posted by Mike Lieberman, Chief Inbound Scientist

Tue, Apr 28, 2015

Why is inbound marketing so dependent on the buyer’s journey?

What difference does it make? Can’t we just create content, publish it and drive results without this extra step?

Of course you can, but getting good at inbound marketing includes understanding the nuances that help you turn average results into awesome results.

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Topics: inbound marketing, sales funnel, sales process mapping, buyer behavior, buyer journey,


If Inbound Marketing Is So Great, Why Doesn’t It Work All The Time?

Posted by Mike Lieberman, Chief Inbound Scientist

Mon, Apr 27, 2015

I love answering difficult questions in the blog. This one, about inbound marketing, is a great one.

I was reading an article by Tim Ash, "The Unfortunate Reality Of Most Content Marketing Programs." It's a great article, so click the link to check it out. Consider following Tim, too, as he has very insightful tweets. This particular article had to do with looking at what we, as inbound marketers, have been doing recently and making sure we’re actually focused on the right activities to produce the right outcomes.

After I read it, I started thinking about our own experiences with clients' inbound marketing engagements. So, I've compiled a couple of key areas where I believe the thinking needs to be applied differently than it has been in the past.

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Topics: marketing startegy, Inbound Optimization, inbound markeitng


How Inbound Sales Helps Navigate Today’s Highly Complicated Sales Maze

Posted by Mike Lieberman, Chief Inbound Scientist

Fri, Apr 24, 2015

Forget the traditional sales funnel. It’s gone. Today, people don’t flow down a V-shaped pipe.

Instead, they work their way through a maze, creating their own personal buyer journey, which is impacted by any number of internal and external influences. 

The goal of your inbound marketing and inbound sales efforts must evolve, too. Your sales people and the marketing you’re creating must be strategic in order to help your prospects navigate through that maze.

You need to be there at the converging paths and help them make the right decision – left, right or straight.

If you’re not sure how to do that, don’t worry. You’re not alone. Most of the world is also grappling with this change. While it appeared to have happened overnight, this change has been going on for a long time. It’s only now that people are talking about it.

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Topics: sales strategy, Inbound Sales, sales process mapping, buyer journey,


What Are Your Inbound Marketing Magic Numbers?

Posted by Mike Lieberman, Chief Inbound Scientist

Thu, Apr 23, 2015

You know that inbound marketing is a science and the numbers are important. So important that our next issue of 2Inbound is all about Metrics and Analytics.

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Topics: inbound marketing, Inbound Sales, conversion rates


How Inbound Marketing Pros Are Dealing With Mobilegeddon

Posted by Mike Lieberman, Chief Inbound Scientist

Wed, Apr 22, 2015

Yesterday, Google announced a highly anticipated algorithm, which rewards sites that are mobile-friendly.

In its simplest terms: If you use Google on a mobile device, you won’t see any websites that aren’t optimized for the small screen.

Don’t discount this new adjustment to the way Google delivers search engine optimization results. Today, almost 50% of searches are done on smartphones or tablets.

First, here’s what you need to know about the website SEO changes.

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Topics: Search Engine Optimization, inbound markeitng, SEO rankings, Mobilgeddon


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