Inbound - The Blog: The Secrets Behind Click To Close

 

Why Templates Won't Help You Improve Inbound Marketing Lead Generation

Marketing Strategy Can’t Be Packaged Into A Web Form Template

Everyone is looking for shortcuts. Be careful, because you might get what you’re asking for. Today, a wide variety of worksheets, templates and preloaded, automated strategy tools are designed to make the planning aspect of inbound marketing easier.

Even the marketing automation tools are starting to include modules that help you think out your content, nurturing and search strategy. There’s only one problem: I’m not sure these are going to help you produce results. They’re going to help you check off the action item. Strategy? Check! But that’s about it. In our experience, strategy is a lot more complicated than filling out a template.

Continue reading to learn why prepackaged strategy tools might not be the right path for your inbound marketing strategy.

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How We Used Inbound Marketing To Rank On Page 1 For A Highly Searched, High-Difficulty Keyword In Just 90 Days

Content Marketing, Website Optimization, Blogging And Search Engine Optimization All Contribute To Getting Ranked, Getting Found And Getting Leads

Today, rock star marketing execution means there are no silos. Marketing orchestration means all of the tactics are perfectly synchronized with each other, running in a seamless, integrated and strategic way. Want to produce an increase in visitors to your website? Then you need to get found more on Google.

To do that you need a search-centric content marketing effort, onsite website optimization, offsite backlinking and continual blog article publication that includes keywords, phrases and contextual questions. You also need access to data, the ability to interpret the data, a team that can respond to the data and the ability to iterate your tactics to produce results-driven improvements. This isn’t easy.

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A Play-By-Play Of How Inbound Marketing Produced A $1 Million New Customer For A Manufacturing Client

Finally, The Inbound Marketing Buyer Journey Uncovered From Click To Close

Does inbound marketing work? You’re damn right it does. Just ask one of our long-tenured manufacturing clients.

They recently closed a new client worth over $1 million in revenue, and it was entirely from their inbound marketing efforts.

I thought it would be interesting to dissect step by step exactly how this prospect found them, connected with them, was nurtured by them and eventually became their new big client. We’ll look at the prospects marketing behaviors, their sales behaviors and the timing required to nurture, sell and close a new piece of business worth over $1 million.

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How To Leverage Marketing Automation And CRM To Drive Business Results

You Need Software To Manage The Complexity Of Today’s Sales And Marketing Effort

I get it; for the longest time, you ran your business based on gut. Then Microsoft introduced the spreadsheet and you had a place to put some numbers and some names. It helped you organize what you were doing and handle some simple calculations. But eventually it became a mass of spreadsheet farms and it was difficult to find anything. More importantly, it didn’t add any additional value, save you time or help you be better.

Then software took a quantum leap forward and you didn’t have to buy hardware, load software or burden your IT team with anything. You just purchased a subscription and the web did the rest of the work. Sales was introduced to the CRM system and you probably tried a couple of different options before you settled on one that wasn’t too complicated but helped your sales team be more organized and more efficient.

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The 3 Phases Of Inbound Marketing: Plan, Build And Grow

Why You Need To Execute Them All To See Inbound Marketing Results

We’re constantly evaluating what’s producing results for our clients. We’re also constantly tweaking our engagement methodology to produce a more remarkable experience for our clients and to generate even more leads. One practice that has stood up to testing time and time again is the three phases required to create an inbound marketing machine for any business.

Skip any of the phases or shortcut any of the phases and the results are almost always the same — less-than-expected results. Here’s why each of these phases is critical to getting results from your inbound marketing plan.

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Is Your Inbound Marketing Effort Growth-Oriented?

You Don’t Have To Practice Inbound, But You Need To Focus On Growth

Read anything about marketing these days and growth is a major part of the story. HubSpot is talking about the Growth Stack. Here’s an article from ConversionXL on growth and another on growth marketing from Coelevate. Yes, marketers love taking something and turning it into a buzzword, labeling it and eventually turning it into a trend.

But inbound marketing, at least the way we practice it, has had a growth element in it since we first started using it for clients in 2004. All the way back then, we knew there were three phases in an inbound marketing engagement and the length of those phases was directly proportional to how prepared our client was to start doing inbound.

Those phases (and they remain today) include planning, building and growing. During the planning phase, we strategize and create personas, messaging, differentiation, quantitative benchmarks and goals for the engagement. During the building phase, we create all the assets required to deliver the desired results. During the growing phase, we shift into optimization mode and drive results, improving them month over month.

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Does Your Team Have 10,000 Hours Of Inbound Marketing Experience?

You Need That Many Hours To Produce Inbound Marketing Results

Malcolm Gladwell wrote in Outliers that it takes 10,000 hours to be a master at almost anything. If you want to relate that to marketing, I’d tend to agree, especially when you’re talking about inbound marketing. Remember, inbound is not social media, email, content, web, search or influencer marketing — it’s all of that plus strategy, planning and optimization based on data and analytics.

It’s a complex collection of tactics that need a high degree of orchestration to produce a significant lift in results.

That being said, it makes sense that it would take a lot of practice to feel comfortable that you understand all of the intricacies associated with everything inbound and then be able to leverage that expertise to produce results. This explains why people have less-than-successful inbound efforts when the philosophy behind inbound is indisputable.

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How We Improved Inbound Marketing For Clients And Its Impact On Their Results

Inbound Marketing Is A Constant Iterative Process; We Reinvented It Again!

Running engagements for over 50 inbound marketing agency clients takes a steady hand and a constant stream of operational optimizations to produce results that make clients raving fans.

Thats especially true when our goal is so crystal clear — get clients results.

Over the past 14 years, we’ve been constantly tweaking what we do and how we do it with one thought in mind: Give our clients the best experience and produce the best results possible for their level of investment. Month over month, we’ve made subtle changes and some not-so-subtle changes, and we track everything so it’s clear what works and what doesn’t work so well.

That investment in delivery optimization and performance optimization is paying off and producing inbound marketing results for our clients.

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What Should You Do If You Missed, Just Made Or Exceeded Your First-Quarter Revenue Targets?

Today’s Inbound Marketing Is Designed To Help You Respond Quickly To Business Performance

The first quarter wrapped up a few days ago. Perhaps you’re wondering how you missed your targets so badly and what you’re going to do about it. Or maybe you just barely made your numbers and wished you had exceeded them by a little wider margin. Or you might have exceeded your targets.

Either way, this is the perfect time to assess your situation and make sure the second quarter shows improvement. Even if you did great, now is the time to make sure you continue moving in the right direction. 

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Is Inbound Marketing Quickly Going 'Out Of Style'?

Has Inbound Marketing Lost Ground To Demand Generation And Other Approaches To Marketing?

Has inbound marketing run its course? Has it been run over by more traditional approaches to marketing like all-out advertising, mass emails and demand generation tactics? If it has, why? What should you be doing about it (if anything)? But more importantly, are external factors putting extra pressure on inbound marketing?

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