Inbound - The Blog: The Secrets Behind Click To Close

 

Why Inbound Marketing Works Better For Manufacturing Companies

Strategy, Planning, Patience And Perseverance Are Already In Their DNA

It’s interesting that when you look at all the inbound marketing going on, a lot of it is focused on fast-moving companies like startups, software firms, SaaS companies and high-growth entrepreneurial firms. But when we look at our portfolio of clients, we see the most significant successes coming from our old-line, non-sexy manufacturing and industrial companies. Why?

As the resident inbound scientist here, I started to look into what the common denominators were across these companies, the successes they were seeing, why they were seeing those successes, and what the differences were between these companies and their engagements.

VIEW THE FULL POST


 

Data-Driven Digital Agency Drives Results, Signs 4 New Clients In March

Inbound Marketing, Marketing Automation, Demand Generation And Lead Nurturing Engagements Are Still Hot

It’s rare that we feature our own successes in the blog. However, the pace of change is quickly accelerating in the marketing and sales area, and it makes sense to share what companies are hiring us to help them with. Their thinking might be important to you as you assess your company’s need to drive your own revenue growth.

This article features four different clients, with four different types of requirements, and explains how we’re helping them meet those requirements along with the thought process those organizations went through to assess their needs and come up with their game plans.

VIEW THE FULL POST


 

Where Do You Get Your Inbound Marketing Advice, Guidance And Ideas?

Where You Get Your Information Makes A Difference; Here’s Why

You’re practicing inbound marketing. Maybe it’s going well, but could it be going better? Or maybe it’s not going so well and you expected more. Where do you get support? Where do you get new ideas? Where do you go for help?

Before we look at all the places inbound marketing advice resides and the differences in the quality and context of that advice, I want you to consider a slightly different but related situation.

What do you do when you don’t feel well? There are a variety of places for information on your health, too. You can go to the web, ask your friends, talk to a doctor via a telemedicine service, read articles, attend conferences and consult with a specialist. It’s probably going to depend on the severity of your condition.

I want you to think about your marketing challenges the same way you would think about your health challenges. If you were really sick, it’s highly unlikely you’d rely on the internet for advice. It’s highly unlikely you’d pick the cheapest doctor and it’s highly unlikely you’d pick a doctor with packages on their website, right? Does your business deserve anything less? Isn’t your business at least moderately sick if you can’t generate enough leads to grow?

VIEW THE FULL POST


 

Why Is Marketing Strategy And Messaging Critical To Lead Generation?

Just Look At The Exhaustive List Of Places Marketing Messages Get Used

I’ve been writing a lot lately about the importance of marketing strategies, marketing messaging, differentiation, stories and what you’re saying about your business. Most people think this is a lot less important than the tactics associated with the distribution of these messages.

I’m not sure I agree. As my business partner likes to say, “If you don’t have anything interesting to say, don’t say anything at all,” and as Seth Godin likes to say, “If your business isn’t remarkable, its invisible.” These are two compelling statements leaning into the fact that the message is the magic.

VIEW THE FULL POST


 

What Is Marketing Strategy When You're Talking Demand Generation?

Is It Different Than Marketing Strategies For Other Types Of Marketing, Like Inbound Marketing?

You’ve sat down with your management team to assess your current market, competition, target prospects and business goals. You’ve discussed your options, which include inbound marketing, account-based marketing and demand generation. You’ve decided that demand generation is right for you and your team agrees.

Now what? Are you ready to jump in and start with the paid advertising, email outreach, website redesign and sales calls? I’m going to suggest that there’s one important step before you hit the street with your marketing. Regardless of the approach you want to take with your marketing, putting the time, energy and investment into your marketing strategy is going to produce a 10x improvement in whatever results you end up generating.

Instead of 10 leads a month, you could be looking at 100 leads a month. That should be enough incentive to slow down, read the article and consider applying some of the thinking here.

VIEW THE FULL POST


 

Why Marketing Strategy Remains A Missing Link For Killer Lead Generation

Inbound, Outbound, Account-Based And Demand Gen; Marketing Strategy Makes It All Much Less Complicated

With all these different types of marketing flying around today, it’s hard to know what the right approach is for your company. Some of you are trying inbound marketing, others are doing demand generation and then we have an entire set of companies putting all their eggs into account-based marketing.

On top of that, companies are dipping their toes into search marketing, email marketing and content marketing. In all honesty, we still hear from companies that have tried it all and haven’t seen any results.

Unfortunately, if you skip the inbound marketing strategy and jump into the tactics, you’re going to be disappointed with the results. When we diagnose a prospect’s current marketing situation, it’s almost always the root cause for lack of results. They didn’t take the time to build out the personas, define the stories and messages, create compelling differentiation and plan their marketing attack strategy. They just jumped in and started doing stuff.

VIEW THE FULL POST


 

Content Marketing Is The Fuel For All Types Of Marketing Strategies

Inbound Marketing, Demand Generation, Account-Based Marketing, Email Marketing And Influencer Marketing All Need Content To Drive Results

Over the weekend, it occurred to me that with so many marketing strategies available to marketers these days, it’s very hard to figure out which methodology, tactic or combination of tactics is right for your company. That got me thinking about how content is the one consistent thread across all these types of marketing systems.

Inbound marketing needs content to convert visitors into leads. Demand generation needs content to create awareness. Account-based marketing needs content to engage prospects. Even search engine marketing needs content for the search engines to find, rank and present content to people searching.

If these diverse marketing methodologies are the engines that drive leads, new customers and revenue, then it seems apparent that content is the fuel. An engine without fuel won’t run, an engine with the wrong fuel will run sporadically and an engine without enough fuel will run inconsistently.

VIEW THE FULL POST


 

Why Packaged Pricing Is A Signal You're Considering The Wrong Inbound Marketing Agency

Do You Feel Like You Fit Into A Pre-Configured Box? Why Should Your Inbound Marketing Program?

Is your business unique? Is your industry special? Are aspects of your company different than your competitors? Do you have an individual perspective on your business that needs to come out in your marketing? Of course!

If I’ve learned anything over the past 14 years running Square 2 Marketing, its that no client fits into any specific package or program.

Then why do inbound marketing agencies insist on publishing packaged pricing? Why do they think you should fit into their fast, faster, fastest or silver, gold, platinum packages? How can they predict results associated with different levels before even talking to you? The short answer is they can’t predict anything and these packages are poor attempts to make the sales process easier for them.

VIEW THE FULL POST


 

Why Social Media Is Seeing A Rebirth As Part Of Account-Based Marketing

The More You Know About Your Targeted People, The Better The Connect Rates

Social media networks are going through a transformation. Some experts think they’re growing up and trying to evolve into what provides the most value to their members. Facebook is leaning into video, while LinkedIn is leaning into business contact management. Who knows what Twitter is leaning into, but that’s a story for another day.

According to DemandGen, 55% of B2B buyers use social networks as part of their purchasing process. This means they’re discussing their needs with other members, visiting company pages and asking about past experiences. Insights and intelligence buried in these social media sites help to make account-based marketing more effective if you can leverage that data as part of your ABM execution plan.

VIEW THE FULL POST


 

4 Account-Based Marketing Insights From An Inbound Marketing Agency

Account-Based Marketing Is Not The Silver Bullet People Are Counting On; It’s Just One Arrow In Your Stocked Quiver

I just had a client tell me that they’re moving from inbound marketing to account-based marketing.

In our experiences, it’s not a one-or-the-other scenario. I pointed out that theyll still need an amazing website, highly creative and educational content, well-orchestrated lead nurturing and, most importantly, the messaging, stories and disruptive content to get someone’s attention who is not yet aware of their solution.

They were receptive and appreciative of the insight, but that doesn’t seem to be the general perception in the marketplace. As an inbound marketing agency leader, what I see at a macro level is people now think account-based marketing is the secret to their demand generation, lead generation and new customer acquisition challenges. I’m sorry to say that if you think ABM is all you need, you are going to be disappointed with the results.

VIEW THE FULL POST