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The Science Of Inbound Marketing: Demand Generation Demystified

Data-Driven Marketing Is Thriving, Creating A New Science Around Producing Results From Inbound Marketing

At Square 2 Marketing, one of our core values is “practice what we preach. We are constantly testing different ways to execute inbound marketing with the goal being demand generation for our own business. When you notice changes in our execution, you can be sure it’s part of an experiment we’re running.

Over the past few weeks, I’ve been testing a few science-oriented blog articles on inbound marketing. The goal is to improve rankings, drive views and convert readers into leads. We had one on search and one on engagement metrics, and in full transparency, the views and conversion rates on these articles have been almost double our “regular” articles.

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Why Engagement Metrics Matter To The Science Of Inbound Marketing

Numbers Tell A Story; Understanding The Story And Responding Drives Inbound Leads

Everyone says that “a picture is worth a thousand words.” In the case of inbound marketing, numbers are worth a thousand words, too. When marketing moved from mostly art and creative to mostly math and science, we realized that analysis, experimentation and insights would be the difference between high-performing client programs and low-performing client programs.

One of the challenges is knowing what to look at, when to look at it, what the inbound marketing metrics are telling you and then, most importantly, how to respond to take advantage of the opportunity or challenge within your inbound marketing program. To further complicate the situation with inbound, most of the metrics are cross-connected, meaning a variety of variables are affecting the performance. You have to understand the interconnectivity to drive improved results based on data.

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6 Secrets To Account-Based Marketing Derived From Inbound Marketing

ABM Has Many Connections To Inbound Marketing; Take The Best Of The Science To Improve Results

Even marketing has its trends and today one of the biggest, most popular trends is account-based marketing (ABM). Everyone is talking about it and everyone thinks they’re doing it or getting ready to do it. Everyone is excited about its potential. But if you’ve never deployed an ABM strategy before, you might be surprised to learn there are very specific ways to make it work.

We learned through our execution of inbound marketing how to weave account-based marketing into an overall inbound program. This unique perspective provides interesting insights that are guaranteed to help you improve your overall revenue generation efforts.

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Inbound Marketing Lead Nurturing: How To Get Lights-Out Open Rates

Create A Remarkable Experience, Not A Sales-Centric Barrage Of 'Buy'

The series of email-related blog articles has been producing a lot of interesting conversations with readers, prospects and clients. While I’m not surprised to hear that companies are still doing cold email marketing campaigns, I’m encouraged that people are aware of their challenges and looking for ways to improve their effectiveness.

Today, I want to clarify the difference between lead nurturing and cold emailing. I also want to give you some tips on how to get lead nurturing open rates over the 50% mark and how to use ongoing lead nurturing best practices to create an experience that draws your prospects in to your company, instead of repelling them away and toward your competitors.

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Insist On Doing Cold Emails? Use Inbound Marketing To Warm Them Up

If We Can’t Talk You Out Of Cold Emails, At Least Let Us Help You Get Them To Work Better

In a recent article, I begged you to stop sending unsolicited cold emails as part of your marketing campaign. I stand by that position, but I’m a practical man and I understand why some of you insist on using this practice today. Even with a horribly low open and click-through rate, you still get a bite every now and then, and sometimes those bites turn into revenue. I get it.

We’ve learned some techniques from our years of practicing inbound marketing that can be applied to this tactic to improve the performance enough to make the program decent from a metrics perspective. I also think it’s important to know what performance expectations you should be looking at before, during and after you launch your own email campaigns.

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The Science Of Search Applied As Part Of An Inbound Marketing Program

Inbound Marketing Is A Scientific Method Designed To Drive Leads And Search Is The First Part

Inbound scientist checking in here. I’ve been in the lab most of last week looking at a way to predict website visitors based on a variety of inputs and its coming along brilliantly. The next step is to test our calculations with a variety of clients and prove that the formula works consistently. Stay tuned. But today I want to share how you can apply science to help you get found more frequently on search engines.

Yes, it’s true. There is a science behind search engine optimization, or getting found on the web. The back story to that statement is the effort requires a complex connection of related marketing tactics executed synchronously over a period of time. It also requires a deep dive into the current search analytics, a well-defined SEO strategy and a plan of attack that you stick with and optimize over time.

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3 Reasons Inbound Marketing Is Failing And How Agile Marketing Fixes It

You Don't Need To Run Inbound Marketing And Agile Marketing At The Same Time, But The Results Speak For Themselves

I’m going to take a guess – you found the title of this article interesting because at least some aspects of your inbound program are not performing up to your expectations. Maybe you’re not seeing enough organic visitors to your site, or you don’t have enough people reading your blog, or your top landing pages are not converting at a high enough rate. Maybe the situation is so bad that you’re considering scrapping your inbound marketing efforts.  

A lot of things could be preventing your inbound marketing program from producing the expected results, but if you’ve following the basics of inbound marketing and you still don’t see the needle moving up, try being more agile.

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7 Surefire Ways To Fail At Content Marketing Lead Generation

In The Battle To Drive Revenue And Profits, Content Marketing Is A Critically Important Weapon

Content Marketing Drives RevenueThe content on your web pages, blog posts, landing pages and downloadable educational resources gives you an opportunity to attract prospects, build trust with them and answer questions critical to their buyer journeys. Without content, your digital marketing assets would be a series of empty web pages.

Content is everything. If you fail to make it a cornerstone of your marketing strategy, your lead generation efforts will suffer. Unfortunately, far too many businesses don’t know how to put the right strategy behind their content.

Here are seven surefire ways to fail at content marketing. Work hard to avoid these at all costs.

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What’s Wrong With Email Marketing? Who Broke It And How Do You Fix It?

Email Marketing Has A Place In Any Inbound Marketing Program — It Just Has To Be Deployed With Care

At the risk of appearing on a soap box, here we are again talking about email. But today it’s not about the abusive email practices many companies are using. Instead, it’s about how to fix your email marketing efforts so they produce the desired results.

Email marketing has a strategic place in any inbound marketing effort. To us, it’s the air cover for the ground troops, and if you want to win the battle, it’s a necessary part of any marketing effort. But if your air cover is improperly planned, executed and adjusted, you might just drop it on your own troops. I’d like you to avoid that because it’s what’s going on right now at many companies.

Here’s what’s wrong with email marketing today and how to fix it at your company.

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Is Your Website A Lead Generation Machine Or An Online Brochure?

Inbound Marketing Gives You The Instructions To Build A Lead-Generating Site

Back in the day (a few years ago) websites were an electronic version of your corporate brochure. Remember the corporate brochure? It was mandatory. Everyone had to have a glossy, 10-page brochure with their company history, executive team and mission statement. We did our fair share of those when we started the agency.

When the web took over, companies simply converted their printed corporate brochure to the web. The same pages, same images, same headlines and same copy, only on the web instead of in a printed brochure. I guess it made sense at the time.

However, the world is a different place today. Your prospects buy differently and marketing has evolved, which means your website strategy needs to evolve too. Its time to upgrade your website from an online brochure to a lead-generating machine that feeds prospects materials to move them through a buyer journey and down into your sales funnel as high-quality, qualified sales opportunities.

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