Smash The Funnel - The Secrets To Massive Revenue Growth

The Mobile-First Index Update Is Affecting A Lot Of Websites

At the end of March, Google announced a change in how they apply their indexing algorithm, moving away from a desktop-first indexing approach to a mobile-first indexing approach.

What this means is that their crawling, indexing and ranking systems are now looking at how your site performs on mobile first. It’s possible if you saw a dramatic drop in organic website visitors in April and are noticing additional drops in May that your site may need some adjustments to respond to the mobile-first indexing methodology.

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Which Type Of Content Is Going To Generate More Leads? Video Or Written?

Almost everyone knows content marketing is here to stay and understands how much content can influence prospects, sales opportunities and even customers. The more content you have, the more opportunities you have to educate, advise and guide your prospects and your customers so they have an amazing experience with your company before, during and after the sales process.

But one of the questions we get asked most often while we’re creating a client’s content marketing strategy is this: “What kind of content should we use?” Whitepapers and e-books are the most common, but with so many types of content these days, choosing a type can be almost as complicated as creating the actual content. One of the biggest and hottest trends is video.

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You Can’t Market, Sell Or Service Without Understanding Your Prospects’ Buyer Journey

HubSpot is innovating the software you need to get customers, take care of customers and grow your business. We’re innovating how you map tactics to each stage of the buyer journey, all the way from before prospects even know you exist to how you delight them as customers.

It’s one continual journey that never stops. We spent the time to think through how to plan your attack at each stage, prioritize your efforts across the entire journey, map tactics to each stage, track your performance in each stage and optimize that performance over time.

Welcome to the Cyclonic Buyer Journey™. Let’s do more than just replace the funnel; let’s Smash The Funnel™ with a system for repeatable, scalable and predictable revenue generation.

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Even the best salesperson can use a little guidance. Help all of the members of your sales team understand how to surpass their sales goals and contribute to improved overall sales performance by giving them regular feedback.

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Understand What Your Prospects Need At Each Stage Of Their Prospect Journey

It’s easy to get overwhelmed by the content marketing wave. You know you need content, but how much? What format should your content be in? What frequency is necessary? What results should you expect? How much should you invest in your content? What’s the best way to track the influence the content is having on prospects, lead generation and the success of your sales team?

The secret to navigating the content marketing waters is having a deep understanding of your prospects. What are their biggest issues, pains and challenges? But that’s just the beginning. Then you need to understand any and all of their questions, where they are in their buyer journey, who’s going to be integral to the final purchase decision, what other options they’re considering and, finally, the personality profile for each of the decision-makers.

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Your Website Homepage Looks Great But Never Generates Leads — We’ll Tell You Why And How To Fix It

This should sound like a common situation. Amazing websites that don’t produce any leads are all over the web. They’ve been built by talented designers and highly skilled website development teams that have no idea how to use those sites to generate leads. While the designs look amazing, they might limit the amount of leads you get. Yes, that’s possible. Great designs don’t always translate into huge lead flow.

But that’s only 50% of the challenge we see when we look at prospect websites. The other half is what the site says. Who wrote the copy for your new beautiful site? You wrote it? You probably wrote the copy so the words on the pages are all about you, not about your prospects.

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How hard is your content working for you? If your content marketing strategy is to create a thoughtful, well-researched blog, publish it and never touch that material again, the answer is not hard enough.

Let’s dispel the idea that every piece of marketing content needs to be a completely fresh, never-seen-before original. It doesn’t. What it needs to be is clean, relevant and consistent with your brand’s voice.

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How Do You Do Everything You Need Simultaneously For Revenue Generation?

Before everyone freaks out, I don’t mean B2B marketing pros don’t know how to market their own businesses. I know you understand how to do email marketing, optimize a website landing page and publish an e-book.

What I mean is that with so many levers, so many tactics and so many ideas for marketers to use today, figuring out which ones will produce the best results, knowing how to prioritize one tactic over another and making sure you execute flawlessly is the new challenge facing our marketing teams.

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Do They Make Calls, Go On Appointments Or Install Technology? Who Knows?

It used to be a little bit clearer. Marketing agencies did marketing work and sales consulting firms did sales consulting work. There are probably 100 times the number of marketing agencies when compared to sales consulting firms. A lot of the sales consultants were single-person shops with former sales execs happy to help smaller companies learn from their experiences.

Today, as with everything in the agency world, it is much more complicated. If you’re looking for help closing new customers, shortening the sales process or hitting your revenue goals more consistently, a lot more options exist. The agency that built your website might be happy to install a new CRM system and show you how to use it. Your content marketing shop might be thrilled to show you how to use content to provide an upgraded sales experience. But is that your best option?

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Here’s One Possible ABM Tech Stack To Generate New Customers

Account-based marketing (ABM) isn’t new, even if it feels like people are talking about it as the final solution to all of your lead generation, sales opportunity creation and new revenue development challenges. Targeted account selection for sales was a practice I worked with when I started my career at Dun & Bradstreet in 1989.

But today, you’ll find a ton of hype (and even more interest) when it comes to using targeted account selection tactics for aligning sales and marketing efforts while also generating interest in the best possible companies. Think of it as hunting for whales with spears instead of fishing with nets for trout.

It makes a ton of sense, as long as it’s part of a comprehensive and well-thought-out companywide strategy. Assuming it is, you’re probably going to start looking at the huge collection of software tools to help you deliver your ABM program. 

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