Inbound Unwound - Marketing Insights

Why Your Marketing Strategy Needs To Be Prospect Focused

Posted by Mike Lieberman, Chief Marketing Scientist

Tue, Jul 22, 2014

ProspectFocusedOver the years, we’ve spent countless hours talking to clients about marketing strategy. We've stressed the importance of strong messaging that emotionally connects with your prospects.

Inbound marketing needs to have a solid strategy behind it before you start executing tactics.

One of the tenets of Reality Marketing, the methodology we use to create client marketing strategy, is “prospect focused.” What this means is that your marketing has to be about your prospects, not about you. I’m sure that if you objectively look at your current marketing, it might sound something like this:

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Topics: Marketing Messaging, Marketing Strategy

Five Tips To Fight The Summer Sales And Marketing Decline

Posted by Mike Lieberman, Chief Marketing Scientist

Mon, Jul 21, 2014 is usually the least revenue-generating season for a company. With the gorgeous weather, people would rather be outside than on their computers researching what they want to buy.

This makes summer a rough season for businesses. Instead of looking at your declining sales and wishing for the fall, why not look at summer as an opportunity to reevaluate and strengthen your company’s marketing strategy? Here are five tips to help you turn the summer into a productive period.

1. Adjust your attitude. Have a positive attitude when approaching your summer sales and marketing. Don’t compare your summer sales to your spring sales; compare this summer to last summer. Try to beat last summer’s sales. Use different tactics and set different goals to accomplish this. Work on improving your marketing plan. Summer is the perfect time to do this because in the autumn, you’ll have a new and improved Marketing Machine.

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Topics: sales and marketing

Where Does Content That Converts Come From?

Posted by Mike Lieberman, Chief Marketing Scientist

Thu, Jul 17, 2014

BabiesComeFromWe all know where babies come from, but where does great content marketing come from?

Creating educational content that turns visitors into leads is the key to an inbound marketing program.

Developing that content is a challenge, and developing content that actually works, well, that’s an even bigger challenge.

The secret behind creating content that converts is understanding the questions that your current prospects are asking your sales people at all phases of your existing sales process.

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Topics: Content Marketing, inbound marketing, Conversion Strategy, content that converts

So Much Content, So Little Time – Cut Through The Content Marketing Clutter

Posted by Mike Lieberman, Chief Marketing Scientist

Wed, Jul 16, 2014

5-metrics-to-add-to-your-marketing-toolboxHit the Web on any given day or night, and you get smacked in the face with offers for whitepapers, e-books, blog articles, infographics, slide shows and videos. It’s easier than ever to find educational content to help you make any type of purchase decision.

That’s great news for us as consumers. But as business owners, CEOs and marketing execs, it's critical to be aware that our prospects are highly educated before they even present themselves to us as prospects.

It’s also important for us, as business people, to be aware that the company that educates best is often the top contender when it comes to winning the business. Please keep that in mind as you work on your marketing strategy.

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Topics: Content Marketing, inbound marketing agency for software companies, content marketing agency

CMOs Admit: The Data Points To Inbound Marketing As The Future

Posted by Mike Lieberman, Chief Marketing Scientist

Tue, Jul 15, 2014

AdweekGraphicEvery now and then, I like to get connected to the more traditional world of advertising, mostly to see what those people are thinking, writing about and concerned with.

I’m constantly looking for early indicators that they recognize the challenges associated with their business model and what they can do to adjust to the changing world around them.

In Adweek last week, I found the following interesting data points from an Accenture Interactive CMO Study done in 2014. Click here to see the data.

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Topics: inbound marketing, digital marketing, marketing research

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