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The 10 Root Causes of Hit-or-Miss Marketing

We recently explored how to tell if you’re doing hit-or-miss marketing. We even shared a quick test to make it easy to determine if you (or some other unwitting folks at your company) are guilty of it. But discovering that you’re making a misstep...

4 Ways to Get More Out of Your Content Marketing Efforts

Organic content is often something that people think of month to month or even week to week. From blog topics to social media copy to starting a podcast, it’s easy to see content marketing as something you plan as you go. But taking the time to...

Sustainable Marketing Has an Authenticity Issue

Not so long ago, sustainable products were fringe offerings and barely a blip on the radar of mainstream consumers. However, over the last several years as issues like climate change and renewable energy have come to the forefront of public and...

Bridge the Sales and Marketing Divide With Sales Training

Dogs and cats, the Red Sox and Yankees, South Shore and North Shore – for any number of reasons, some groups are historically aligned against one another. You can add marketing and sales to that list. They speak different languages, have different...

Take the Test: Are You Doing Hit-or-Miss Marketing?

Hit-or-miss marketing isn’t new. We’ve been talking about it in one form or another for several years. At one point, we called hit-or-miss marketing something entirely different. For most of those several years I mentioned above, it went by another...

Evaluating and Optimizing Your Website: A Marketer’s Playbook

Imagine walking into a dimly lit store with messy aisles, cluttered inventory and team members nowhere to be found. Would you stick around to shop? Probably not. Think of your website as that store. It often acts as a first point of contact for...

Your HubSpot Marketing Hub Onboarding Checklist

Getting started with HubSpot’s Marketing Hub can be a game-changer for your business, but it helps to have a clear roadmap to make the most of the platform. Like any technology, the process can feel jargon heavy. So, here’s a clear onboarding...

Unrealistic Expectations Associated With Your Marketing Are Preventing You From Growing

I think it’s time we talked honestly about the unrealistic expectations businesspeople have about their marketing, how to grow their companies, what investment means and how to finally think differently about marketing. Every week I talk with five...

It Now Takes 12 to 15 Touches Before Prospects Are Ready To Meet With Sales

A recent HubSpot webinar revealed that their research shows it’s taking 12 to 15 touches from a business development representative (BDR) to get a prospect ready to speak with sales. This number might seem high to you, and I’ve seen several research...

How to Glow Up Your B2B Email Marketing

Be honest: Are your email campaigns getting the mean-girl treatment? By that I mean you’re seeing fewer clicks, tanking open rates and more unsubscribes. I’m going to be honest, too: It’s not them, it’s you. Let’s shed that tired, dull,...

How Your Prospects’ Questions Fuel Your Content Marketing Strategy

Every week I speak with roughly 10 CEOs, CMOs or marketing leads at companies ranging in size from $5 million to $500 million in revenue. Interestingly enough, almost all of them admit that they don’t have a strategy around the content they are...

AI Is Killing Traditional Organic Search Engine Optimization for Your Company

We’ve all heard that artificial intelligence is coming to take our jobs. It’s already here helping us write speeches, send emails and optimize our websites. When it comes to search engine optimization, AI has already changed our browsing experience,...

A Lesson From ‘Face/Off’: Avoid an Identity Crisis in Your Persona Marketing

If you’re like me, Nicolas Cage is your touchstone for understanding how the world works. He’s made over 120 movies, and there’s pretty much no life lesson left uncovered at this point – or marketing lesson, it turns out. In the realm of B2B...

7.5 Tips and Tricks To Improve Marketing Campaign Performance by 10X

Today, everyone is looking for improved performance in their marketing campaigns. CEOs are pushing CMOs to produce better results, and CMOs are challenging their campaign teams to increase leads, sales opportunities and revenue generated from all...

6 B2B Marketing KPIs to Drive Predictable Growth

As the landscape of B2B marketing continues to evolve, a strategy’s effectiveness is measured by more than creativity or intuition – it’s gauged by metrics and key performance indicators (KPIs). You’ve likely heard the acronym KPI tossed around in...

Artificial Intelligence 101 for Marketers and Sales: What To Know and What To Do

AI is everywhere, and everyone is talking about it, trying it out and having a wide range of experiences. Marketers are particularly interested in trying to figure out how to use it, what it’s good for, what it’s not good for and how it can save...

What’s Different About a Digital Content Marketing Strategy?

When you crafted your content marketing strategy, were you thinking digital-first? Sure, digital assets are likely in there with a webinar, a video series or perhaps content written to link to in a nurture campaign. But digital content can’t just be...

A Luddite’s Guide to B2B Marketing Automation

Is your marketing department an army of one? (Or two or three?) And is your army trying to communicate with prospects and track impact via the digital equivalent of a carrier pigeon? I hear you. I’ve had the same laptop for 12 years. I’m a...

What To Look For in Your Revenue Growth Agency To Ensure You Actually Grow

A ton of digital marketing agencies call themselves growth agencies, revenue growth agencies or revenue agencies. But the reality is they’re just digital marketing shops in revenue growth clothing. Don’t be fooled. Know specifically what you should...

Build Your HIIT Marketing Action Plan

Raise your hand if you love change! It’s hard to commit to long-term goals if they mean a big shift in routine, whether you’re working on a healthier lifestyle or building a coordinated revenue generation system. Say you set some new priorities at...

Into the Multiverse: How to Repurpose Content

You published and shared some new content, and now you’re seeing great engagement and conversion rates exceeding your expectations. Congratulations! The work you put into your content strategy to develop valuable assets is paying off. This great...

Beyond the Chatbot: The Future of Conversational Marketing

Think of those times at a party or conference when you went beyond small talk and struck up a conversation. Instead of the usual job/family/weather topics, you asked questions about their experiences and goals. They mirrored that information and...

Single Platform or Multi-Platform for Marketing, CRM, CMS and Sales Technology?

It’s not such an easy question when you’re evaluating technology for the sales and marketing part of your company. Do you go with one solution that crosses every aspect of your marketing and sales execution, or do you go with the best in breed for...

What Does a Revenue Acceleration Agency Do for Its Clients?

The world of sales and marketing has become exponentially more confusing over the past five years. Today there are digital marketing agencies, marketing technology agencies, sales consulting agencies, growth agencies and even agencies that...

If You Don’t Have a Buyer Journey Map, You’re Flying Blind in a Hurricane

After repeatedly listening to CEOs and marketing professionals across various industries express their frustrations about the underperformance of their marketing efforts, it’s evident that something is hindering even the most basic marketing...

The Top 10 Sales Metrics You Must Be Tracking (Part 2 of 2)

Last week, we published a blog article with five of the top 10 sales metrics you must be tracking. This week, we’ll continue the conversation with the remaining five metrics that make hitting your sales targets much easier. If you missed the first...

The Top 10 Sales Metrics You Must Be Tracking (Part 1 of 2)

How is your sales effort going? Are you hitting your numbers? If you’re like most of the CEOs I’ve talked with over the past few months, you’re up one month and down the next. It’s hard to get any solid and consistent momentum. If this sounds like...

Mastering the Marketing Case Study: 7 Best Practices

Conversion takes more than demonstrated product quality or expertise, or even quantifiable results. You need a compelling story to tie it all together, and your target audience needs to hear it from trusted sources – their peers. Your prospects...

What Is Curated Content and How Can It Optimize the Buyer Journey?

You know you need great content to connect with prospects, but does it ever feel like you’re talking to yourself? How can you demonstrate your expertise and get noticed in a crowded marketplace that’s adding new content every day? The best content...

B2B Buyer Personas: A Blueprint for Personalization

In B2B, understanding the customer is not just a casual prerequisite; it’s a strategic imperative that can spell the difference between deals won and lost. Enter the B2B buyer persona – a semi-mythical representation of your ideal customer. But why...

How a Revenue Generation System Delivers Business Growth

Every company wants to hit its revenue goals every month. It’s the main measure of success – as well as profit, of course. When your top-line sales numbers are going up every month, most business issues are easily solved. But when that top-line...

I Can Tell You in 10 Minutes if You’ll Hit Your Revenue Numbers – Here’s What I Look For

After 20-plus years working with small to medium-sized business owners and CEOs on revenue generation, I’ve put in my 10,000 hours and I’ve learned a lot along the way. Most of it, I’m happy to share with my clients. However, I still find a lot of...

A Radical New Way To Align Marketing and Sales Once and for All

It’s shocking to me that in 2024 companies still have misaligned sales and marketing teams. Even more shocking is that we still have situations where marketing hates sales because they don’t follow up on marketing-generated leads and sales hates...

The Worst Strategic Marketing Mistake You Could Ever Make: ‘Let’s Start Slow’

With 20 years of experience behind me, this is the phrase that scares me the most when prospects talk to us about their marketing plans: “Let’s start slow and see where it goes.” While I get the sentiment and the reasons for wanting to go slow, this...

The Top 10 Marketing Metrics You Must Track

How do I know if my marketing is working? We get this question every week. How do I know if my agency is adding value and helping us? Another common question. The answer is buried in your data, but it’s available if you’re tracking the right...

Email Marketing Is Going To Get Harder – Google and Yahoo Announce Tighter New Email Guidelines

Big changes are coming to Gmail and Yahoo Mail. The key takeaway is that businesses will now face stricter guidelines to prevent their emails from being flagged as spam. Understanding and adhering to these new requirements is critical to maintain...

10 Ways Inbound Leads Help BDRs Smash Their Quotas

Now you’re ready to grow. You’ve committed to hiring business development reps (BDRs), the people who are tasked with finding business by sheer brute force. They call, they email, they connect on LinkedIn and they’ll do anything to uncover leads and...

10 Reasons To Choose HubSpot As Your CMS

HubSpot has a lot to offer your business. Not only is it well known for being a versatile platform that offers much more than a content management system (CMS) for your business website, but it also offers a suite of tools for inbound marketing,...

Revenue Growth Stalled? You’re Missing One of Three Vital Ingredients

As we wrap up 2023, it’s appropriate to reflect on the year, and if you’re like most business leaders, you probably didn’t do as well as you expected or would have liked. That’s because you’re missing something. Every business has a system for...

How To Use HubSpot Dashboards To Uncover Insights Buried in Your Sales and Marketing Data

In today’s data-driven business landscape, gaining valuable insights from the information you collect is crucial. HubSpot, a powerful customer relationship management (CRM) platform, provides businesses with a wealth of data to help them understand...

What Should You Do With Your Inbound Marketing Leads?

This might seem like a crazy question to write an entire blog article about, but you may be surprised to learn that we hear this regularly, especially from companies that have never had any inbound marketing-generated leads. What should you do with...

7 HubSpot Integrations That Will Take Your Marketing to the Next Level

When your marketing and sales tools work together rather than in a silo, everyone benefits. Fortunately, you can integrate HubSpot with 100+ apps and web services to help your team work more efficiently. In this post, we’re going to cover seven ...

The 7 Secret Digital Marketing Solutions To Accelerate Your Lead Generation

With just two months left to go in the year, it’s time to start thinking about your strategies and plans for 2024. Typically, this process starts with looking back at the year. It’s likely that when you reflect on the performance of your digital...

5 New Tools and Tactics Sales Teams Are Using To Smash Their Quotas

It used to be common for CEOs to simply hire more salespeople when they wanted to grow. Today, CEOs are smarter and know that you can do more revenue with the same number of reps if you arm the reps with the right tools and techniques to make them...

Finally, Grade Your Revenue Generation Efforts With a Single Score

Everyone likes to compare themselves to other people. I like to play pickleball, and my rating helps compare me to other players. When you go to the doctor and get bloodwork done, you can compare your scores to what is normal and get a gauge of how...

Want To Grow Faster? Proactively Design More Remarkable Experiences for Your Prospects

I know this article isn’t going to get much SEO juice. It doesn’t have any keywords, popular search terms, cliches or even common phrases. But as I thought about the challenges facing companies today, this is the right title at the right time....

5 Things You Can Learn From a Deep-Dive Marketing Audit

You have a quarterly marketing plan. You have a marketing team. You’ve tried a variety of marketing tactics, like email campaigns, organic SEO and social media marketing. But you’re still not seeing a jump in website traffic, leads, conversions or...

5 Critical Elements Of An Effective B2B Marketing Strategy Framework

It’s not common for digital marketing agencies to share their secret sauce, let alone the frameworks and tools they use with clients. But that’s exactly what we’re doing now.One of the secrets to a solid strategy that generates leads, new customers...

What Is Content Mapping? How To Guide the Buyer Journey

Between competition, technology and the internet, it’s become more difficult than ever for businesses to reach and engage their target audience. Effective content marketing involves more than just creating and sharing content. You need a strategy to...

20 Reasons a HubSpot Admin Should Be on Your Team

With HubSpot’s expanding capabilities and advanced feature set, the tools are becoming more and more powerful. However, if you don’t have the expertise to leverage the new capabilities, your company isn’t going to see the full value that HubSpot...

How to Determine Your Marketing Budget for Aggressive Revenue Growth

The last time I wrote a budget article was in December 2021, so it feels appropriate to circle back around to this very important topic. We did a podcast/videocast episode of What’s Wrong With Revenue? in October 2022 on budget setting for marketing...

The Changing Landscape of Digital Marketing: SEO vs. Social Media

I just Googled “Is SEO dead?” and the top returns all unanimously agreed that no, it’s not dead. Now, keep in mind most of those listings were from SEO firms or people related to SEO firms, so they might have a vested interest in keeping the idea of...

Is Your Sales Thinking Old School? How To Reframe Your Sales Formula

It’s still shocking to me how many companies still think about sales in the “old way.” Did you know that the traditional sales funnel was created in 1898? I’m not kidding. You can Google it. Better yet, here’s the link. If you’re thinking it’s three...

Is Your Website Generating Leads? If Not, We Have the Fixes

It’s the top issue facing businesses today and the most common challenge we hear during our sales process with prospects: “Our website looks good, but it doesn’t generate any leads.” People are asking us about this every day. Just so we are clear,...

Don't Wait Any Longer To Ramp Up Your Marketing and Sales Growth

There is a trend going on in a number of industries. Long-established, successful companies are starting to realize their marketing is not where they need it to be. This realization is being driven by the competition. It’s being driven by changes in...

How To Know if You Need a HubSpot Partner To Help You With HubSpot

Having just returned from INBOUND 23, HubSpot’s annual lovefest, it was very clear to me that there are a lot of company leaders who don’t know when and if they need help with HubSpot. It was also clear to me that HubSpot’s not great at helping...

Differentiated Marketing: 4 Ways To Stand Out From the Crowd

How can you reach more people while staying distinctively on brand? It seems evident that the answer lies in being different enough to stand apart. However, the concept of differentiation in marketing can touch several layers of meaning. On one...

10 Little Fixes to Big Challenges Associated With Migrating to HubSpot

In the rapidly evolving world of digital marketing, businesses are constantly searching for tools and platforms that help them streamline their operations, enhance customer interactions and ultimately drive growth. HubSpot has emerged as a...

What’s a Full-Service Marketing Agency – and Why Do You Need One?

Are you tired of piecing together different marketing strategies and vendors to achieve your business goals? In an ever-evolving digital landscape, finding the right approach can be overwhelming. The key? Centralize your approach with an agency that...

A No-Risk Road Map to Marketing and Sales Alignment Any Company Can Use

We’re more halfway through 2023, and the time has come to stop accepting the old setup between marketing and sales where marketing hates sales and sales hates marketing. I’m so over this, and you should be too. If you want to hit your revenue goals,...

10 of the Most Common Mistakes Companies Are Making With Their Marketing

It’s the dog days of summer and your CEO just rolled into your office complaining about the general lack of leads the company is getting. Ouch! You tried to explain to her how everyone is on vacation. It’s a reasonable explanation, but in a couple...

Why Hit-or-Miss Marketing Is Sucking Your Current Marketing Efforts

We talk about hit-or-miss marketing frequently, and it resonates with so many people that I can only image what it feels like to be running hit-or-miss marketing activities at your companies. I understand the underlying reasons behind this type of...

How to Improve Lead Generation In Your Inbound Marketing With AI?

Conversations around artificial intelligence (AI) and marketing are heating up. People who do marketing are looking at how AI can help them do their jobs better and more efficiently. AI and marketing look like they’re going to be together for a very...

7.5 Ways Revenue Generation System Guarantees You Hit Your Sales Goals

A lot of companies have challenges hitting their sales goals every month. They might be able to do it for a couple of months but then stumble or have one great month followed by one weak month. Sometimes the slow months turn into slow quarters or...

Is Your Website Good at Generating Leads? Ask These 9 Questions

So many company leaders reach out to Square 2 and want to talk about their website. Once we review and audit the site, we usually find that it’s still an online brochure and not the lead-generating machine it should be. After some discussions, we...

3 Keys to a Modern Marketing Strategy That Drives Revenue

The business world today is more competitive than ever. Some of the most significant changes have taken root in the power dynamic between the customer and the company. Back in the day, the company held all the power, and the salesperson controlled...

Is Instagram Right for Your B2B Business?

In October, Instagram will celebrate its 13th birthday. Since its initial release, Instagram has amassed more than 2 billion users, and they’re spending an average of 30 minutes a day on the app. Instagram’s influence on business is equally...

5 Upgrades To Make Today if the Quality of Your Inbound Leads Is Low

Lead quality is a constant issue when doing any kind of marketing. Think about it like fishing with a net. You throw it out and catch some big fish along with a lot of little fish. You then throw back the little fish and enjoy the big fish. If your...

8 Revenue Operations Best Practices To Boost Efficiency and Profits

I talk with CEOs, marketing leaders, sales professionals and business owners in small to medium-sized businesses every single week. Many of them are asking, “What do we have to do to grow our company?” The answer is multifaceted, but one of the most...

The Role of Revenue Operations in Businesses With Aggressive Growth Goals

Over the past few years, revenue operations has become a major role at most fast-growing companies. Unfortunately, this role is still a bit of a mystery to most small to mid-sized businesses. While those companies continue to work through...

Inbound Marketing Decoded: 8 Proven Tips To Skyrocket Lead Generation

Lead generation is a critical function of marketing. The more high-quality leads your marketing team provides, the better the whole organization functions. Since lead generation is crucial to a high-performing business, it’s frustrating when your...

6 Upgrades To Take Your Sales Process From Ordinary to Extraordinary

There are a ton of articles written about the sales process – this isn’t one of those articles. I’m not going to be recommending you get the next meeting on the calendar before you wrap up the current meeting nor am I going to be sharing advice on...

No One Is Buying Anything From You Until They Feel Safe

Most people think they make purchase decisions rationally, but they don’t. According to Harvard Business School professor emeritus Gerald Zaltman, your prospects are making decisions emotionally. In Zaltman's book, "How Customers Think: Essential...

Determine If Your Marketing Personas Are Sufficient to Generate Leads

There was a time when almost none of our new clients had any persona profiles done when we started working with them. Today, most new clients have persona profiles that they believe are complete and ready to go. The challenge with most of the...

A Step-by-Step Framework for Inbound Marketing Lead Generation

In most industries, business can slow down at least a little in the summer. More people take vacations and there are generally more distractions, which can impact new deal flow and revenue. But if you’re running an inbound marketing program, lead...

Take This 10-Question Quiz To See if You Need a Revenue Generation System

It takes a lot of work to hit your revenue goals month over month. Most companies never hit their goals every month. In fact, our data shows that just 10% of companies succeed at this. One of the reasons you might be struggling with this part of the...

8 Account-Based Marketing Insights We’ve Uncovered From Our Clients

Account-based marketing (ABM) has emerged as a powerful strategy for B2B companies to target high-value accounts, drive personalized engagement and increase revenue. Over the years, we’ve implemented ABM campaigns for several clients, and we’ve...

8 of the Biggest Marketing Challenges and How To Solve Them Fast

Marketers are facing an increasing list of challenges going into the second half of 2023, and in 2024 those challenges don’t look to get any easier. Increased regulation, new privacy rules, artificial intelligence, and social media and email overuse...

9 Things To Check To Ensure Your HubSpot Was Set Up Properly

During a new client call and a prospect call recently, both company leaders expressed some concern that they weren’t getting full value for their investment in HubSpot. This is a fairly common sentiment when clients talk with us. One of the best...

How AI Is Impacting Inbound Marketing

Every agency I know is experimenting with artificial intelligence (AI). While still early in its lifecycle, AI is already starting to impact how agencies deliver work to clients. Although Square 2 provides a variety of campaign types to our clients –

The Biggest Lie in Business Today: We Don’t Have a Budget for Marketing

With 20 years of agency management behind me and thousands of conversations with business owners and CEOs, this issue still perplexes me. When we ask business leaders what their budget is for their investment in marketing, nine out of 10 people tell...

Are Sales and Marketing Aligned? Here’s How To Know for Sure

I ask prospects this question frequently, and I’m always happy to hear the answers: “Yes, of course. Yep, we work together regularly. Yes, they’re aligned inside HubSpot.” However, when we get deeper into the sales process or start our engagement,...

6 Effective Strategies To Blend Inbound Marketing With Demand Generation

A lot has been written about inbound marketing vs. demand generation over the past few years. It almost seems like you have to be in one camp or the other. It makes sense – Square 2 was solely in the inbound marketing camp back in 2016. It’s the...

Why Community Building Is the New Digital Playbook for Business Growth

When you look at the most successful B2B marketing campaigns over the past few years as measured by leads generated and revenue growth, there is a very noticeable trend. None of them focused on generating sales-qualified leads. Instead, they focused...

8 Questions Digital Marketing Agencies Never Want To Hear You Ask Them

When it comes to selecting a digital marketing agency to help you with your inbound marketing, demand generation or account-based marketing campaigns, you have thousands to choose from. Even more challenging is many of these firms look and sound...

What Is Hit-or-Miss Marketing?

What we call hit-or-miss marketing is when companies try different marketing tactics hoping that something works. It’s extremely common these days as the challenges associated with getting in front of prospects have increased. Today, privacy and...

Eliminating Hit-or-Miss Marketing Should Be Your Top Priority

When the world gets confusing and complicated people tend to respond in more unpredictable ways. They are more reactive than proactive. They are less thoughtful. They act before they think because there is less data and fewer proven practices to...

Start Thinking Like LeBron James and Stop Thinking Like an Employee

I like to start articles like this with some stats. I was looking for view and engagement stats for company LinkedIn pages vs. personal LinkedIn pages, but unfortunately, no such stats were to be found. This leads me to my anecdotal research, of...

What Type of Digital Marketing Campaign Is Right for My Company?

I like writing blog articles that come from actual conversations with CEOs at companies. This question in the title is one that comes up fairly frequently, and I think it speaks to how confused many people are today when it comes to marketing. Do we...

What Does A Scorecard For A Combined Marketing And Sales Team Look Like?

Revenue generation has become very scientific. That means numbers, metrics and quantitative measures on a weekly, monthly and quarterly basis. Decisions need to be data-driven, and data should be helping you uncover insights that inform your action...

10 Sign A Strategy Before Tactics Approach Can Fix Your Marketing

I probably sound like a broken record to many of you. I’ve been talking about strategy before tactics for almost 20 years, but it’s still one of the most common issues with companies that come to Square 2 for help. Strategy before tactics means you...

5 Game-Changing Tools and Tactics to Boost Sales Performance

Sales has changed dramatically over just the past five years. Technology, COVID and the way people buy has transformed what had been primarily a person-to-person effort into something that is hardly recognizable now. Today, people don’t want to talk...

How To Select a HubSpot Agency for Your Technical HubSpot Work

Once HubSpot unlocked the back end of its platform, the entire suite of tools became just a little more complicated. This meant the limits of what you can do in HubSpot were available to anyone with the technical expertise to take advantage of it. ...

Two of Our Most Successful Sales Sequences Revealed

Sales has changed so dramatically that it’s hard to recognize. Gone are the days when you had to make 100 calls a day. Gone are the days when you visited prospects in their offices. Gone are the days when prospects had to call the office if they...

6 Areas to Audit for a High-Performing HubSpot Instance

Since becoming a HubSpot Solutions Partner over 12 years ago, the team at Square 2 has been in hundreds of HubSpot instances. Not only have we onboarded over 350 HubSpot customers on our own, but we’ve evaluated close to 1,000 portals over the years.

Consider a Revenue Generation System Instead of Hit-Or-Miss Marketing

As we come out of the first quarter, many companies are going to look back and wonder, “How did we miss our numbers? Everything seemed so good, yet here we are again trying to play catch-up.” It can be very frustrating. Upon reflection, there is...

20 Ways a HubSpot Admin Helps You Generate Leads and Revenue

Let’s be no fluff here – HubSpot has become much more complicated over the past few years. The HubSpot admin role is no longer a nice to have; for most companies, it’s a need to have. Today, HubSpot’s capabilities are much more like Salesforce than...

The Secrets To Lead Management In HubSpot

Leads don’t turn into sales opportunities by accident. They need to be actively managed through a series of touches to ensure they’re proactively getting the communication necessary to move through their buyer journey with you. Without a lead...

Measure Your Revenue Generation Efforts In A Single Score

We use scores to measure a lot of important aspects of our lives. A credit score measures how well we pay our bills and how much debt we’ve incurred. A BMI (body mass index) score can show us how healthy our bodies are. NPS (net promoter score)...

8 Secrets To Moving Your Marketing Automation And CRM To HubSpot

Your marketing and sales efforts are evolving. You’re hiring more people, you’re leaning into creating a more remarkable sales process, and you’ve started making changes to your process to improve your close rate. Finally, your marketing team is...

5 Ways To Generate More Leads Today From Your Existing Website Visitors

Want to generate more leads fast? One of the best ways is to turn your existing website visitors into new leads and potential sales opportunities by adding marketing tactics to your current efforts. Many of these tactics can rely on your marketing...

How HubSpot Admins Help Generate More Leads And Close New Customers

At Square 2, we’ve been working with HubSpot for almost 13 years, and we’ve seen the product change dramatically over that time. Today, HubSpot is a highly configurable set of tools that can do almost anything in the areas of marketing, sales and...

You Can Only Love Your Business If Revenue Is Growing – Learn How

In all transparency, I intended to write this in February around Valentine’s Day, when the theme of love had a bit more opportunity to get traction. However, upon reflection, the topic still seems relevant and is one that probably transcends any...

Your B2B Message Should Be Emotional, Engaging And Compelling

Let me know if this sounds familiar. You’re in your company’s leadership team meeting and you’re all discussing lead generation, sales performance and general company growth. Of course, you’d like it to be better, so you generate more leads, more...

How To Do Lead Scoring For B2B Companies With Complex Sales Processes

Lead scoring is a tool more and more companies are considering. But what exactly is lead scoring, how does it help you close more new customers and how do B2B companies use lead scoring when the buyer journey is more complex than ever? These are...

How Healthy Is Your Business Around Revenue Generation? Find Out Here

If you’re reading any business articles, talking to any business people or attending business events, it should be clear to you that month-over-month repeatable, predictable and scalable revenue growth remains a challenge. You might hit your revenue...

6 New Plays For Your Sales Team If You Want To Exceed Quota This Month

How did you do versus quota in January? How did your sales team do? What about February (we’re halfway through the month)? Are you going to hit it or miss it? Hitting sales goals month over month is one of the toughest challenges facing companies...

Why Your Company’s Story Isn’t Good Enough To Grow Revenue

Ever wonder why your competition seems like they’re always a little bit ahead of you? What about that company that looks so ordinary operationally yet seems to be killing it with leads? Or how about your friend’s firm, which you know is a mess, but...

How To Align Marketing, Sales And Service In 10 Days

We’re getting close to the new year and a lot of companies are planning for 2023. One element that must be part of your 2023 plan is tightly aligning your sales and marketing teams. It’s no longer effective to have separate sales and marketing...

Tough Economic Times Signal A Return To Inbound Marketing Tactics

I’ve been helping companies with their growth plans, revenue generation and marketing execution for almost 20 years – long enough to remember the last recession in 2008. HubSpot was a baby of a company back then, but it had a very compelling story...

What Is A Revenue Generation System?

Businesses run on systems. You have a system for paying the bills. You have a system for hiring. You have a system for firing. You have a system for manufacturing your products or delivering your services. Most of the best-run businesses have a...

Find Out What You're Missing From Your Digital Marketing Efforts

The answer is a complicated one simply because the challenge of generating leads, new sales opportunities and new customers is also complex — especially today. Generally, a handful of signals indicate something’s not working right, and that often...

A Massive Checklist Of 25 Things You Need To Do To Generate Revenue

When it comes to hitting your month-over-month revenue goals, you have to do a lot of things well and do all of them simultaneously. It’s like juggling a bowling ball and a chainsaw while you eat an entire pizza and drink a 64 oz. soda. It’s not...

9 Sales Upgrades To Produce New Customer Revenue In Days, Not Months

Everyone asks us these questions: What can I do today to generate more revenue tomorrow? How quickly will the recommendations you’re suggesting start helping us close more new customers? Fast, faster, fastest! That’s what everyone wants. ...

What’s The Difference Between First-Party Data And Third-Party Data?

You’ve probably started to hear more about first-party data and third-party data. At INBOUND 22, it was a major topic of conversation. This is primarily because of privacy issues and increased regulation associated with how marketers get access to...

How Many Touches Does It Take To Close A New B2B Customer?

Does anyone know the answer to this question? I did a little looking around. Sales Hacker tried to tackle this topic but didn’t publish an actual answer. HubSpot looks like they think it’s around eight. This article from Selling Energy says seven to...

HubSpot CMS Vs. WordPress CMS – Which One Is Right For You?

We work with many companies that are considering moving their website from WordPress to HubSpot, and we get asked weekly: What’s the difference between HubSpot and WordPress? The answers are important. In this blog article, we break down all the...

7.5 New Hacks To Keep Your Lead Nurturing Campaigns Producing Results

Today, marketing execution is hypercomplex. It has multiple moving parts with multiple tactics running simultaneously, and it’s supported by technology that needs constant care and feeding. Finally, as your marketing strategy adjusts, so does...

Dynamic Pages Powered By CRM Objects

For businesses that have a constantly updating page of products or services, keeping your website up to date can be almost impossible. Consider one of our manufacturing clients. When someone makes a large purchase, the product needs to be removed...

The 10 Best Sales Questions To Increase Your Close Rate

I’ve been on more than 10,000 sales meetings over the past 20 years. I typically get involved when the prospect is well qualified and we’re putting together and presenting program recommendations. But even at the end of the process, opportunities...

Why A Digital Marketing Agency Makes More Sense During A Recession

A lot is about to change given what most experts say is an inevitable recession. Hiring will slow down, layoffs could increase, spending will likely decrease and it’s going to be harder to win business. Having been through this back in 2008, digital...

Inbound Marketing Vs. Demand Generation: Is There A Difference?

As marketers, we’re often asked if inbound marketing and demand generation are the same. Our answer? Not exactly. While both inbound marketing and demand generation help drive visitors, leads and revenue for your business, the two concepts aren’t...

Demand Generation Campaigns Underperforming? 10 Upgrades To Make Today!

Unlike inbound marketing, which supports using gated content to turn a visitor into a lead and then nurturing them until they engage, demand generation is about getting your name out there, building a brand and, when someone is ready to buy, they...

5 Reasons To Integrate Video Into Your Website Strategy

If a picture is worth a thousand words, how many is a video worth? According to Dr. James McQuivey’s Forrester study, “How Video Will Take Over The World,” a minute of video is worth 1.8 million words. So it’s no surprise that 86% of businesses use...

Be A Maverick Storyteller: 3 Ways To Engage And Connect On Your Website

Did you head to the movies to see “Top Gun: Maverick” recently? Yep, you and millions of others. The movie’s opening weekend in North America saw the highest Memorial Day weekend gross ever at an estimated $156 million. Since the pandemic began,...

The Website Upgrades That Always Drive Leads, Rankings And New Sales

Every business has a website. Every website has a variety of different pages. To you, all the pages might seem similar, but websites should have very specific pages for very specific objectives. How you manage, optimize and deploy those pages will...

8 Ways A YouTube Channel Helps Digital Marketing Drive Leads

Over 75% of Americans ages 15 and up are on YouTube. They are part of the 2 billion active users who make YouTube the second most popular website in the world behind Google. This fact alone makes it imperative that your business is on YouTube and...

The Ultimate Guide To Best Practices Around HubSpot Portal Management

Does any of this sound familiar? You inherited the company’s HubSpot portals and they’re a mess, or your company recently purchased HubSpot, and you’re concerned it’s quickly becoming a mess. It’s a very common scenario. We regularly get requests...

6 Ways To Ensure You Get Leads For Your Startup In Weeks, Not Months

It’s the age-old question marketing pros are asked every single day: How long is this going to take? Business leaders want to know how long it will take for the campaigns and/or their new website to start generating leads. This is especially...

Fractional CMOs And Digital Agencies: How To Get Them To Work Together

The 17th annual CMO Tenure Study reports that the “average CMO tenure in 2020 dropped to 40 months, the lowest it has been since 2009. Median tenure fell to 25.5 months, the lowest on record. A somewhat surprising trend is that CEO tenure at the...

11 Places Videos In Your Marketing Produce Results

There has been a lot of talk lately around the power of video and how easy it’s become to create, edit and deploy video across the prospect and customer experience with your company. In addition, the research makes it apparent that people respond to...

The Top 10 B2B Sales Improvement Tactics For Revenue Generation

We get asked to help out with marketing tactics frequently, and the improvements we’re asked to help out with are almost always because the company needs help hitting their revenue goals. However, if revenue is your challenge, starting with the...

10 Signals Your HubSpot Portals Might Be Messed Up

You just came out of a meeting with your CMO and CEO. The marketing results for the company are consistently mediocre. You’ve managed to generate a certain amount of leads but you just can’t seem to improve the numbers. Is it you? Is it your...

Your Company’s Story Is Everything And Yours Gets A Failing Grade

So many companies think lead generation and revenue growth is about marketing or sales execution. In other words, the ads, the website, the emails, the social posts, the content and the sales reps are why companies explode with growth. Surprisingly,...

How To Rescue Your HubSpot Portal In Days, Not Weeks Or Months

Lately, we’ve been talking to a lot of people with HubSpot who seem to have let it get a little out of control. You might be in a similar situation. Perhaps you’ve had multiple people working on your portals and things are a bit unorganized. Maybe...

Short On Leads? Today’s Top 7 Marketing Tactics For Lead Generation

As we wrap up the first quarter of the year, some of you might be looking at your lead generation results and wondering, "What happened? Why didn’t we generate more leads?" The answer is probably unique to your industry, company, team, tactics,...

How To Find Help When You Need HubSpot Technical Support

HubSpot has become exponentially more complex over the past few years. This is good and not so good. It’s good in that there is almost nothing you can’t do in HubSpot these days. Marketing, sales and customer service can be handled for almost any...

How Video Dramatically Improves These 6 Popular Marketing Tactics

Are you still hesitating to use video in your content marketing and general marketing execution? What’s holding you back? The cost? It’s dropped dramatically. The production aspect of it? That’s also become less expensive and much easier to deliver....

8 Questions to Ask Your HubSpot Marketing Agency Before Hiring Them

More and more companies are using HubSpot. More and more companies are leveraging marketing to drive revenue. More and more companies realize that transforming their digital footprint is critical to growing their business. But just as many companies...

Demand Generation For Startups: A Framework For Laser-Focused Results

Startup companies and early-stage companies always find themselves in precarious situations when it comes to marketing. They want to grow fast – hockey stick fast – but don’t have the contact database or lead flow to support this dramatic...

7 Critical Capabilities CEOs Need in Their Digital Marketing Agency

Startups are tricky. Expectations are high, the work is endless and passion is a requirement. But even if you’re a CEO of a startup and you have all that, it won’t be enough if you can’t execute on sales and marketing. One of the most important...

9 Sales Improvements Clients See From The HubSpot CRM In The First 30 Days

Over the years, we’ve seen a wide variety of clients move from one CRM or another to the HubSpot CRM. In that time, we’ve documented what improvements our clients have realized and how long it took them to realize those gains. It’s not surprising to...

8 Ways HubSpot Transforms Your Sales From Zero To Hero

We recently talked about how HubSpot can turbocharge your marketing. Today, we’re narrowing down into sales and covering how HubSpot dramatically improves sales performance, too. Similar to marketing, success resides in how remarkable your sales...

8 Ways HubSpot Transforms Your Marketing From Drab To Fab

You bought HubSpot and your lead flow hasn’t improved. You’ve tried to improve your marketing, but nothing seems to be working. You’ve done some emails, you’ve written some blogs, you’ve worked on your website and you’ve done all the HubSpot...

8 Ways Marketing At Startups Should Be Different

Startups or early-stage businesses need a different approach to revenue generation than their more established brother or sister companies. Startup CONSTRUCTO came to us a few months ago with a great idea, a handful of customers and the hopes of...

What Is Lead Scoring And How Can It Accelerate Sales?

If I asked 10 people what lead scoring is, I’d probably get 10 different definitions. I’d define it as applying a numeric measure of how likely a prospect is to buy from you based on their past behaviors. Some people think this is for marketing,...

WWWR Ep 15: 'You’re Not Harnessing The Power Of Your CRM'

This show aired LIVE on December 15, 2021. To watch the show on demand, click here. In this episode of What’s Wrong With Revenue? we went deep on how the CRM helps your company better orchestrate sales execution, which inevitably helps the sales...

The 2022 Playbook For Doing More Revenue With Fewer Sales Reps

I’ve spoken with so many company leaders who view a potential investment in marketing the same as a potential investment in hiring more reps. They view the growth potential as equal – hire more reps to grow, or invest in marketing to grow. In...

15 Ways To Know If Your HubSpot Instance Needs Fixing

After working with hundreds of companies to get them set up, trained and using HubSpot to drive revenue, I think we’ve seen it all when it comes to HubSpot. It doesn’t take much to find your HubSpot portals cluttered, confusing, filled with outdated...

WWWR Ep 14: 'Your Sales Process Is Inadequate For Growth'

This show aired LIVE on December 8, 2021. To watch the show on demand, click here. In this episode of What’s Wrong With Revenue? we went deep on the sales process and how important it is to drive revenue. In fact, I think it’s the most important...

How To Properly Set Your 2022 Marketing Budget In Just 30 Minutes

It’s that time of year again – no, not company parties, visits to grandma’s house or holiday movies. It’s budget-setting time, the time of year when someone asks, "How much money are you going to need next year?" Unfortunately, not enough company...

16 New Sales Process Improvements to Boost Impact New Customer Sales

This is a great time of year to take stock in so many of the processes you’re using across your company – especially the sales process. It’s probably one of the most important processes you’re executing, and there’s a high likelihood that it could...

WWWR Ep 13: 'No Easy Way To Sort All The Data To Uncover Insights'

This show aired LIVE on December 1, 2021. To watch the show on demand, click here. In this episode of What’s Wrong With Revenue? we talked about how marketers are inundated with data and making heads or tails out of all the data available is a real...

My HubSpot Software Is A Mess And I Don’t Know How To Clean It Up

We hear this from CEOs and marketing leaders more and more today. They purchased HubSpot a few years ago, they’ve been using it on their own and now they realize their installation is a hot mess. They have bad data, old lists, disconnected...

Want Leads Today? Upgrade Your Website Chat And Watch Leads Roll In

Looking to make one last push for leads through the end of the year? Looking for a short-term tactic that won’t take long to get running and one that has the potential to produce leads in days, not weeks? Look no further than website chat. Today,...

WWWR Ep12: 'You’re Doing Hit-Or-Miss Marketing'

This show aired LIVE on November 24, 2021. To watch the show on demand, click here. In this episode of What’s Wrong With Revenue? we covered one of the most timely issues impacting revenue today – hit-or-miss marketing. It’s an epidemic across...

7 Ways To Scale Your Demand Generation Content Marketing Activities In 2022

One thing we learned in 2021 is that content remains critical to any demand generation or inbound marketing effort. The more you publish, the more leads you generate. The more leads you generate, the more sales opportunities, new customers and, of...

The CEO’s Secret Revenue Playbook: Transforming Customer Service

If you’re struggling to drive month-over-month revenue growth for your company, it might be because your customer service is from the year 2000. Today, taking care of customers requires some new and more innovative digital techniques. In 2021 and...

Operations Hub, Email Templates, Collaboration & The CMS Get Upgrades

The HubSpot product suite is quickly expanding, and this means it’s getting harder to keep up to date on the changes to all their products for marketing, sales, service, operations and your website. Every week they have new updates, upgrades and...

WWWR Ep 11: 'You Don’t Know How To Prioritize What To Work On First'

This show aired LIVE on November 17, 2021. To watch the show on demand, click here. In this episode of What’s Wrong With Revenue? we talked with special guest Kristin Stricker, COO and Director of Client Services at Square 2, about how to prioritize...

Digital Marketing Is Like A Thanksgiving Menu

I often think about generating revenue as if it’s a recipe or, maybe more appropriate, a dinner party with multiple dishes. So, at this time of year, the Thanksgiving meal is the perfect metaphor for your efforts at creating the perfect balance of...

WWWR Ep 10: 'You Don’t Generate Revenue From Your Current Customers'

This show aired LIVE on November 10, 2021. To watch the show on demand, click here. In this episode of What’s Wrong With Revenue? we discussed how companies often focus on generating revenue from new customers when there are tremendous revenue...

9 Ways To Eliminate Hit-Or-Miss Marketing In 2022

After hearing company after company describe their marketing activities as random, disjointed and lacking clear direction, we coined the phrase hit-or-miss marketing. We’ve heard people describing their marketing activities this way more and more...

The 2021 HubSpot Updates We’re Most Thankful For

Work Smarter With These Marketing Hub, Sales Hub, Service Hub And CMS Hub Features For those of us who spend most of our time writing emails, building web pages and designing workflows in HubSpot, there are a lot of features that help us to work...

WWWR Ep9: 'You Don’t Have The Right Resources To Drive Revenue Growth'

This show aired LIVE on November 3, 2021. To watch the show on demand, click here. In this episode of What’s Wrong With Revenue? we covered the importance of having the right resources and the right number of resources for revenue growth. A lot of...

The 2022 Playbook For Running Joint Marketing Programs With Partners

One of the best ways to get your message out quickly to highly targeted prospects is to work with partners. These are companies that aren’t competitors but serve the same target market. If you’re a software company and you don’t offer services,...

Why A Copywriter Should Be Your First Hire

And What To Look For To Ensure You Get A Good One If you tuned into last week’s episode of What’s Wrong With Revenue?, you heard our CMO, Eric Keiles, offer up a shining pearl of wisdom. When asked what role he would hire first if starting a digital...

Is Your Business A Painkiller Or A Vitamin?

Make The Right Marketing Moves For What You Offer Recently, I was listening to a podcast during which the guest referred to her previous company as a "vitamin, not a painkiller." It took me a minute to understand she was speaking metaphorically and...

WWWR EP 8: You Don’t Have The Metrics Needed To Drive Improvement

This show aired LIVE on October 27, 2021. To watch the show on demand, click here. In this episode of What’s Wrong With Revenue? we discussed a variety of metrics required to drive revenue today and how many companies don’t have access to this data...

12 Video Production Tips To Make Video Content Creation Easy In 2022

Video is taking the marketing world by storm. Now that it’s easy to create video, people are producing video right from their iPhones, publishing it directly to social media and using it on their website to drive engagement, leads and sales...

5 Ways To Combat Buyer Uncertainty

Why Reducing Emotional Friction In Your Buying Process Could Be The Key To Winning More Business Here is a fascinating phenomenon about human beings: We hate uncertainty more than anything – even more than actual bad news. I learned this from...

Use Emotion In B2B Marketing To Create Connections

Start Telling B2B Stories That Get To The Heart Of The Matter B2B is different. Time and again I hear that same tired refrain. There’s a widely accepted (and misguided) belief that the things that work in B2C marketing just don’t translate in B2B....

WWWR Ep 7: Do You Have The Right Technology To Improve Performance?

This show aired LIVE on October 20, 2021. To watch the show on demand, click here. In this episode of What’s Wrong With Revenue? we covered how technology and an entirely new suite of tools make improving revenue easier, more efficient and much more...

6 Ways To Turbocharge Your Results From Digital Marketing Investments

Everyone wants immediate payback. Today, we live in a microwave society. We have instant access to movies. You can get same-day delivery for products you order. You can start a Facebook ad campaign today and see results tomorrow, right? Not exactly....

5 Ways To Nurture Prospects After Ungating Content

You Don’t Need Email Addresses To Run Nurture Campaigns Often when we discuss ungating content, it’s the sales team that is portrayed as the sticking point – they don’t want to give up the leads collected on e-book downloads. But from my experience,...

9 Crucial Questions to Ask Before Hiring a Digital Marketing Agency

Selecting a digital marketing agency or revenue growth agency to help your firm with its digital transformation, technology or revenue generation objectives is tricky. There are a lot of agencies to choose from and they’re all not created equally. ...

WWWR Ep 6: Marketing Is Becoming A Lot Harder Due to Privacy Changes

This show aired live on October 13, 2021. To watch the show on demand, click here. In this episode of What’s Wrong With Revenue? we covered, in detail, the recent changes Apple rolled out. These changes will affect how you measure the success of...

The Magic Of Metaphor

3 Reasons Metaphorical Content Makes A Bigger Impact On Your Audience If you haven’t thought about metaphor since you handed in your final “Animal Farm” essay in tenth grade, you might be inclined to skip right past this blog post. (I get it, high...

What Is RevOps? A Detailed Guide To Revenue Growth

When I started my career, way back in the day, I was a marketing resource to a regional sales team with a large database company. I remember to this day they had a guy whose job was sales operations. Little did I know how progressive they were from...

5 Examples Of Great Marketing You Should Borrow

Add These Ideas To Your Campaign Tear Folder The saying goes that marketers don’t steal, they borrow. While we all strive to generate original ideas, there’s no shame in borrowing a great idea and making it your own. In fact, one of the exercises...

WWWR Ep 5: There’s No Awareness Of The Prospect’s Buyer Journey

This show aired live on October 4, 2021. To watch the show on demand, click here. In this episode of What’s Wrong With Revenue?, we talked about the massive shift in the way prospects buy products and services today. We covered the importance of...

7 Ways To Ensure You Get Full Value For Your HubSpot Investment

We’ve heard from far too many companies that have purchased HubSpot and have yet to realize full value for their investment. This isn’t HubSpot’s fault, it’s yours. We’ve helped many companies realize the full value, and it’s important to make sure...

Tell A Better (Homepage) Story

4 Ways To Make A Stronger First Digital Impression Your homepage has a lot of work to do. When prospects land on your website, it’s usually the first thing they see. Often, it might be their introduction to your business as a whole. And as the...

WWWR Ep4: 'Get Me Leads Today' Thinking Won’t Produce Revenue

This show aired LIVE on September 29, 2021. To watch the show on demand, click here. In this episode of What’s Wrong With Revenue?, we talked about how many CEOs say they’re long-term oriented but then demand their marketing team generates leads in...

Privacy Changes From Apple Signal Marketing Just Got Harder And Worse

Apple recently began rolling out its new iOS 15 privacy features, including Mail Privacy Protection. This update is a big win for customer privacy, but it may impact your marketing efforts. In this article, we’ll walk you through everything we know...

Here's 5 Upgrades If Your Demand Generation Marketing Run Out Of Steam

Demand generation marketing campaigns can be tricky because they don’t always produce leads right away. Sometimes it takes time for them to build awareness and create demand. However, you might be running some demand generation campaigns and notice...

WWWR Ep 3: There’s No Connection Between Results And Investment

This show aired LIVE on September 22, 2021. To watch the show on demand, click here. In this episode of What’s Wrong With Revenue?, we talked about how a lack of alignment across marketing, sales and customer service can hurt revenue growth. Too...

An Ode To Editorial

From Oxford Comma Corrections To AP Title Case, Editors Keep Us On Brand With Style And Grace When it comes to marketing, creativity reigns kingWe value bold images and disruptive storytellingBut while copy and design get all of the creditLet’s...

Do This, Not That: Shifting To A Buyer-Centric Approach

4 Ways To Start Improving Your Prospect Experience Within any organization marketing and selling a product or service, it’s easy to get caught up in attribution, deadlines, lead goals and revenue targets – the list goes on. And that’s not...

The Top 9 Ways Video Drives Leads And New Customers – Plus A Bonus Idea

When it comes to content creation, video is at the top of the list, and honestly folks, there’s nothing that’s a close second. People love to watch. YouTube is the second-most popular search engine, and video as a format for content is exploding in...

WWWR Ep 2: No Alignment Between Marketing, Sales And Customer Service

This show aired LIVE on September 15, 2021. To watch the show on demand, click here. In this episode of What’s Wrong With Revenue? we talked about how a lack of alignment across marketing, sales and customer service can hurt revenue growth. During...

Have You Tried Writing A Poem?

3 Unexpected Ways To Set Your Business Apart Recently, I spent some time in-house on the marketing team at a finance technology company. We sold software to financial advisors, and during my time there, we acquired a major player in the investment...

Learn How CEOs And Sales Leaders Are Transforming Their Sales Teams

The pandemic shut down the world, but progressive CEOs and innovative sales leaders responded by adapting, overcoming and working around their constraints. Instead of finding additional hurdles, this approach uncovered and unlocked hidden...

Episode 1 – 'What's Wrong With Revenue?' Your Strategy Is Incomplete

Episode 1 – What’s Wrong With Revenue? Your Company Is Missing A Comprehensive Marketing And Sales Strategy This show aired LIVE on September 8, 2021. To watch the show on demand, click here. In our first episode of What’s Wrong With Revenue?, we...

The Ultimate Guide To Inbound Marketing for 2022 | Square 2

Inbound marketing was created in 2009 by the founders of HubSpot, Brian Halligan and Dharmesh Shah. It was a brilliant way to introduce their software and an entirely new approach to marketing. The two went hand in hand and propelled HubSpot to...

Stay Gold, Ponyboy

What Preschool Can Teach You About Winning Over Customers On the surface, it wouldn’t seem like there’d be much overlap on the Venn diagram showing commonalities between preschool playgrounds and B2B marketing. But surface thinking is for other...

The New Golden Rule: Market To Others As You Would Be Marketed To

A Little Self-Awareness Goes A Long Way When Executing Campaigns What is it about marketing that makes otherwise smart people lose their heads? Why does the desire for more leads and the hope of revenue growth blind people from seeing the world as...

The Method Behind Great Creative

4 Lessons About Trusting The Process Ever seen a Franz Kline painting? An abstract expressionist painter active in the ‘40s and ‘50s, Kline created massive black-and-white canvases that somehow manage to be simultaneously chaotic and controlled,...

Only Have Half An Hour? Here’s Where To Start With HubSpot

Quick And Easy Tasks To Capture Leads And Gain Insight Marketing automation software has accelerated the development of more powerful, intelligent inbound marketing. Of the many platforms available, HubSpot offers exceptional visibility, scalability...

A Love Letter From Copy To Design

Why Thinking Like A Designer Is The Key To Better Copywriting I still remember the first time I saw something I had written – in this case, a homepage for one of our clients – fully designed. I gasped loudly enough for my boss to hear. He...

Clutch Honors Square 2: PA’s Leading Digital Marketing Agency In 2021

Square 2 Clients LOVE THEIR AGENCY And Love Telling Everyone We talk to many CEOs who have been burned by marketing agencies. Unfortunately, there are no qualifications, certifications or licenses for digital marketing agencies. But there are...

CEOs Are Using Digital Transformation Of Marketing To Drive Revenue

Demand Generation, Lead Generation, Sales Opportunities And Month-Over-Month Revenue Growth Require New Ideas Hire more salespeople! It won’t work. Make more calls! It won’t work. Buy names and email everyone! It won’t work. Go to more trade shows!...

How Creative Can Be A Differentiator: 3 Examples

You Don’t Need To Be Unique To Stand Out Time and again, businesses have been told that they need to be unique to stand out from the competition and appeal to buyers. And time and again, businesses have struggled to identify what makes them...

Creative Writing For Copywriters: How To Craft Impactful Marketing Copy

Learn Key Copywriting Best Practices Creative writing and copywriting – on the surface, they can seem worlds apart. Dig a little deeper, however, and you’ll start to see how writers in these two different worlds can learn more from each other than...

9 Ways Thinking Like Netflix And Hulu Drives Leads With Video Marketing

Your Content Marketing Strategy Needs A Major Makeover – Here’s The New Playbook Here’s the bad news. You just started publishing regular e-books, whitepapers and tip guides. You’re blogging twice a week. Unfortunately, this content marketing...

Is It Time To Start Thinking Of Email As A Feed?

Email Marketing Isn’t Dead, But It Is Taking On New Life Email is dead. Ask around, and that seems to be the consensus among marketers. Nobody opens emails or reads emails, and they definitely don’t click on them. That means email isn’t generating...

Jump-Start Growth By Focusing On Your Prospects’ Buyer Journeys

Digital Transformation Drives Revenue When You Make It ALL About Your Prospects One of the most common reasons people list for failing to start strategic and transformative initiatives like going in on digital is that they don’t know where or how to...

6 Surprising Ways To Effectively Evaluate A Marketing Agency

Look Beyond The Homepage To Find Out How They’ll Drive Results For Your Business The first place you probably go to evaluate any business, product or service is the website – starting with the homepage. We expect a lot from homepages: Powerful,...

Customers Reviewing Your Company – 6 Reasons for Positive Feedback

Between increasing competition, widespread digital transformation and the still-lingering effects of the pandemic, businesses face a critical time – do you know what your customers are saying about you? Just like on Broadway or in the world of...

7.5 Demand Generation Tactics You’ll Need To Optimize Over Time

A lot of marketers are moving from the gated content inbound marketing playbook to the ungated, give your content to everyone demand generation playbook. Both approaches have their pluses and minuses, but if you’re considering making the move too,...

Distinguishing Elite and Diamond Partners in HubSpot's Partner Network

If you’re using HubSpot as your marketing, sales and customer service execution platform, you might have realized that working with an agency partner is a fast track to getting your HubSpot instance optimized, getting campaigns out the door,...

In-House Marketers, It’s OK To Ask An Agency For Help

And Here Are 6 Reasons To Do So Actually, let’s put a finer point on this. It’s not just OK for in-house marketers to ask an agency for help, it’s pretty damn smart. After dozens of engagements with all types of client teams, I can confirm – those...

5 Ways To Harness The Power Of Collaboration In Your Agency Engagement

Many agencies will tell you that marketing is an art, and it’s true that we pride ourselves on creating innovative messaging concepts and aesthetically pleasing, sales-ready websites. However, one powerful way that marketing imitates art is that...

7 Metrics That Matter More Than MQLs

Change What You Measure To Improve Marketing Performance Marketing-qualified leads (MQLs) have long been the measuring stick by which companies determine whether their marketing strategies and tactics are working. That’s because the traditional...

Aligning Your Business for Digital Transformation and Revenue Growth

Companies all over the world have been shocked into action around using digital marketing and sales tactics to drive growth during the pandemic and beyond. Those that took action last year and those that are taking action now are realizing to do...

Transform Your Website Into A lead Generation With These 3 Upgrades

Your website isn’t just the digital face of your business. When properly executed and maintained, it can be a lead-capturing, revenue-generating machine. According to HubSpot’s 2021 State of Marketing Report, marketers say that generating leads is...

New Dashboard For Demand Generation Marketers Focused On Revenue

How’s the marketing doing? What’s the ROI look like? What results have our marketing efforts produced? These are questions CEOs, CFOs and COOs ask marketers every single day. What these questions uncover is that there is no alignment around...

6 Lessons Fitness Can Teach Us About Marketing

Why Improving Athletic Performance Is A Lot Like Improving Marketing Performance I was an exceptionally mediocre athlete in high school and college, and I carried that moderate proficiency right into adulthood as an age group triathlete turned...

Migrating From Marketo To HubSpot? Here's 9 Elements Most People Miss

Do you want to move from Marketo to HubSpot? HubSpot has made major inroads in moving upstream to ensure its products work well with enterprise-level companies. While Marketo has always been highly configurable and also more complicated to keep...

7 Tips For Using Video To Transform Your Content Marketing Strategy

Create Deeper Connections With Prospects And Customers Video won’t kill written content, but the best content marketing strategies today go beyond blogs, e-books, tip sheets and other static assets. Video is a powerful way to connect with your...

Trade Shows Are Coming Back, But Do You Still Need Them?

Refocus Your Trade Show Strategy To Better Connect With Qualified Prospects As the severity of the pandemic lessens and people slowly begin to get back to the “new” normal, company leaders can’t help but think about how they marketed and sold their...

Rate Your Digital Transformation Progress: Ahead, Behind Or On Track?

Answer These 9 Questions To Measure Your Progress Against Other Companies Like Yours In case you’ve been under a rock for the past 18 months, companies have been aggressively transforming how they go to market, and specifically how they apply...

5 Ways Rock Star Sales Reps Use Content To Close 50% More New Customers

Revenue Growth Requires Innovative Approaches To Sales, Too If you want to see ongoing month-over-month revenue growth at your company, you had better be prepared to start innovating how your sales reps work with prospects. This innovation starts...

Demand Generation Vs. Inbound Marketing Vs. Lead Generation

If You Don’t Know What Strategy You’re Using, You Might Be Disappointed In The Results Demand generation, lead generation, inbound marketing and other tactics like account-based marketing (ABM) and content marketing are making finding a guiding...

Should My B2B Company Be Marketing On Instagram?

Why You Shouldn’t Ignore The Power Of Instagram Should you be on Instagram? Yes, maybe, no, I don’t know. That’s the truth. Is it right for your company? It’s possible. What I do know is that you should be experimenting with Instagram to see if it...

The 6 New Tactics In The Demand Generation Campaign Playbook

Marketing Tactics Are Changing At Light Speed, And What Worked Last Week Might Not Work This Week I’ve been in marketing for over 30 years. I’ve been running an agency that works with clients of all shapes and sizes for over 18 years, and I don’t...

Here Are the Reasons Why Most Businesses Don’t Hit Their Revenue Goals

It’s a different kind of epidemic. Companies are firing chief marketing officers (CMOs) and agencies left and right. Why can’t anyone get results? Is everyone inept? Are they using the wrong tools? Are the campaign designs flawed? What’s going on...

How Long Does It Take To See Results From SEO?

How long does it take to see results from your search engine optimization (SEO) efforts? Even more so than in other areas of marketing, SEO often prompts questions about return on investment. And depending on your level of marketing sophistication,...

The Case For Ungated Content

5 Reasons Ditching The Form Will Actually Increase Revenue For as long as marketing teams have been charged with a monthly marketing-qualified lead (MQL) goal, they’ve run the lead magnet play, providing a content offer to prospects in exchange for...

Looking For A Digital Agency? Why You Should Ask For A Dedicated Team

A Lesson In Efficiency For Your Digital Marketing And Sales Efforts Imagine this: You are getting ready to make a wonderful and carefully planned dinner. It is your favorite meal, and making it is part of the experience that you love. Usually this...

5 Proven Strategies For Creating Buyer-Centric Content

How To Turn Your Content Into A Relationship-Building Engine If you pay attention to marketing at all, you’ve heard the following: Just create great content You have to create great content The bottom line is creating great content And if you play...

5 Demo Upgrade Ideas For Your SaaS Demand Generation Program

Software Companies Live And Die By The Demo, So Make It As Easy As Possible First, let me go on the record. I hate software demos. I think they’re where qualified and potential prospects go to die. Unless you are amazing at giving demos, I wouldn’t...

The Top 10 Most Effective Ways To Drive New Visitors To Your Website

Use These Proven Strategies To Attract New Visitors If you do a Google search for “how to drive visits to my website” you will get many results with 25+ things to do to drive traffic to your site. Many of those tips are all valid and will strengthen...

Top Secrets On How High-Performing Sales Teams Use Content To Close Deals

Content That Serves Sales Is Key To Revenue Generation When you think of content marketing, it’s usually focused on marketing content. Putting your thought leadership out into the world accomplishes many tasks for marketers: It answers questions...

3 Things You Never Want To Hear From Your Digital Marketing Agency

The Right Digital Marketing Partner Helps You Grow Your Business Are you currently working with a digital marketing agency? Have you worked with one in the past? Or are you currently on the lookout for a digital marketing agency partner? Whether you...

5 Conversational Marketing Strategies That Deliver Sales Opportunities

Here’s How To Transform Your Chatbot Into A Powerful Sales Generation Tool There’s no question chatbots have become one of the hottest must-have tools for businesses. What is in question, however, is how most businesses opt to use their bots. Far...

How Backpacking Improved Our Sales Process

Strong Sales Execution Shares Similarities With Hiking At age 55, it’s getting harder to hump up and down the mountains of the Appalachian Trail. So I decided to pursue what I call “flat walking.” I pick a rails-to-trail or tow path along an old...

6 Ways To Use Marketing Campaigns To Drive Revenue From Current Customers

Take Your Customer Marketing To The Next Level As marketers, much of our vocabulary is centered around the idea of new – new tactics, new markets, new channels, new messaging, new trends, new leads and, most importantly, new customers. With the...

The Agency Playbook For Using Nurture Workflows To Close Leads Faster

Improve Your Lead Generation With These Tips Lead nurturing is the process of building effective relationships with potential customers throughout the buyer journey. By creating automated, ongoing communication with your potential buyers during the...

How To Kick-start An Inactive Or Underperforming Blog

Use These 6 Best Practices To Drive More Leads With Your Blogging Strategy Blogs – nearly every business has one, but many aren’t making the most of this crucial marketing tool. Whether you’re straining to come up with new content or struggling to...

5 Reasons You’ll Never Get Results With Marketing And CRM System

HubSpot, Marketo, Salesforce, Drift, WordPress, Mailchimp And Hootsuite; Point Solutions Will Only Take You So Far A lot of people come to us with a cobbled-together tech stack featuring individual products that they’ve purchased over the years. The...

The Email Marketing Tips The Pros Use To Re-Engage Your Contacts

Email Marketing Can Still Drive Results If You Add Value For Your Readers With the world ever more full of different messaging apps and ways to communicate, neglecting the daily flood of emails in your inbox can be all too easy. However, the mass...

3 High-Performing Ways To Use Heat-Mapping Analytics

With data from heat-mapping analytics, you can turn lukewarm website performance into a hot showcase of the best your business has to offer your prospects and customers. Taking user experience and engagement to a new level has a high probability of...

7 Secret HubSpot Tips We Use To Generate Quick Wins For Clients

Don’t Forget About The Long Game With HubSpot, But If You Want Results Fast, Consider These Tips First, I don’t mean secret like those off-menu items at the fast-food places. I mean secret as in little used by the companies that end up asking us for...

The Square 2 Playbook For Using Video To Generate Leads

There Is A New Content Playbook, And It Starts With Video As you think about and start to plan your content strategy for the rest of the year, you have to think video first. We’ve been teasing this since the middle of last year, when we all were put...

How To Unlock Your Data To Improve Sales Execution And Sales Results

Your salesperson says, “I have a good feeling this one is going to close, boss!” You scream, “Feeling? Our whole business is based on your gut instincts, Tony???” This is a conversation sales teams and their leaders are having each day. Really? This...

How To Find Out On Many Leads Do You Need To Hit Your Revenue Goals?

If You Want Fewer Random Acts Of Marketing, You’ll Need More Detailed Quantitative Lead Metrics Let me know if this sounds like your company: “Well, we did $19 million in sales last year, so this year let’s shoot for $30 million. We added a few more...

What’s In HubSpot’s New Operations Hub? It's A Nice Or A Need To Have?

If You’re Not Using HubSpot’s Operations Hub Now, You Will Be Soon A lot has been written about marketing operations, sales operations and even the newest child in the ops family, revenue operations. As marketing and sales execution gets more...

Google’s Next Update Scheduled For May 2021: Are You Ready?

If You’re Not Prepared, You Could See A Big Dip In Visitors From Search It’s springtime, and while the birds are chirping and the weather’s getting nicer, Google is ready to throw a curveball and change their algorithm for the search engine yet...

6 Important Lead Generation Optimization Tasks for Marketing Teams

Optimization Is Often The Missing Ingredient To Ongoing Lead Generation; Here’s How To Add It Turn your marketing on and you get leads, right? Nope, that’s not how marketing works. In most cases, marketing that produces leads has at least three...

Sales and Marketing Alignment: The Key to Scaling Your Company

If You Want To Scale Your Company, Stop Thinking About Marketing And Sales As Different Departments By now it’s a really old story. Marketing hates sales because they don’t properly attack the leads they generate. Sales hates marketing because they...

Do You Need A Marketing Coach Or A Full-Service Digital Marketing Agency?

There Is A Big Difference: Understanding The Difference Between Coaches And Consultants Is Key Need help with your digital transformation, revenue generation, digital marketing or sales enablement? Join the club. Thousands of companies have realized...

6.5 Upgrades for Lead Nurture Campaigns: The Key to Revenue Growth

Getting Leads Is Just The First Step; How You Nurture Sales-Qualified Leads Is The Key To Revenue Growth Marketing is working hard to generate leads for long-term nurture campaigns and general contact database growth. They’re also working hard to...

How Does Content Help Sales Be More Effective With Today’s Prospects?

Marketing Has Loved Content For Years; Now Sales Is Embracing It, Too Let’s center the conversation around what today’s prospects are looking for from your sales team. To be direct, they’re looking for information. They’re looking for help. They’re...

How Sales Enablement Upgrades Have A Massive Impact On Revenue

Breaking News: More Impact Than Any Marketing Upgrades A lot of clients come to us asking for more leads. Upon further review with them, we often uncover sales process and sales execution weaknesses, like low close rates, inefficient processes,...

What Is Sales Enablement In The Year 2021?

Sales Enablement Produces Some Of The Fastest Revenue Improvements Square 2 has been helping clients with sales execution for over 10 years. Our second book, "Fire Your Sales Team Today," was all about creating a sales experience that guides...

Sales And Marketing Alignment: When to Reach Out to Inbound Leads?

Call Too Early And Scare Your Prospect, Call Too Late And Lose Them To Your Competitor A ton of statistics point out the importance of speed when it comes to lead follow-up. We all know we feel better when the companies we want to do business with...

Need Technical Help With HubSpot? What To Look For And Why

Data, Migrations, Integrations And Technical Setup For HubSpot Need Specialized Skills You bought HubSpot. You were excited by its new custom objects feature and its ability to do almost anything. What you might not have realized is this makes the...

What Is Marketing Operations? A 2021 Perspective On MOPs

You Need A MOPs Role For Your Digital Marketing Team There has been a lot of talk about marketing operations (MOPs) in the last year. It’s a role that has exploded on the scene with new titles, new job descriptions and new role definitions. Entire...

No Matter How Smart Your Marketing Is, Reps May Be Blowing It In Sales

People Do Business With People, And Your Reps Need To Be Exceptional I was talking with a director of marketing at a large pre-IPO software company. The guy was incredibly smart around what he had built from a marketing perspective – data modeling...

How You Can Eliminate References With Just One Strategic Video

And Also Shorten Your Sales Cycle By 30% Before our engagements start, we do a deep dive around the client’s Revenue Cycle to look at the time and data associated with turning a website visitor into a paying customer. One of the most common...

10 CTA Optimization Hacks That Increase Leads By 20% In Days, Not Months

By Regularly Optimizing Your Website Pages, You Can Spur Revenue Growth People want instant results from marketing. Prospects ask us all the time, "What’s the ROI on your program?" It’s a fair question, but it’s the wrong question. It’s like asking...

Campaign Design Has Changed – Get The New Science Behind Lead Generation

One-To-Many Campaigns Have Evolved Into One-To-One Based On Prospects, Not You A lot has changed in marketing over the past few years, but much more change is coming. Technology is now a requirement. While your data is becoming increasingly...

The Pros and Cons of Hiring an Internal Digital Marketing Team

The Trend Is To Hire Your Own Digital Marketing Team, But Understand The Pluses And Minuses Before You Go Forward I know a number of people looking for digital marketing roles, and they are getting inundated with opportunities and offers. It seems...

What Is Revenue Operations And Why Are You Going To Love It?

This New Practice Might Be The Difference Between Missing And Exceeding Your Revenue Goals In 2021 As marketing, sales, customer service and overall revenue generation get more complicated, a new field has emerged called revenue operations. You can...

One Sales Process Hack Your Reps Are Going To Like But You’re Going To Love

It’s Going To Shorten Your Sales Cycle By Days And Improve Your Close Rate By 10% If I could tell you a way to cut days off your sales cycle and increase your close rate by 10%, would that get your attention? It should. What if this improvement...

7 Revenue Growth Metrics You’re Going To Love In 2021

Marketing And Revenue Generation Is All Numbers; You Have To LOVE Numbers To Win At Lead Generation And Revenue Growth Sticking with the theme of love for February, we took a quick poll from our team and found the seven metrics they love working...

Digital Marketing With Love Makes All The Difference

The Difference Between A Good Meal And A Great Meal Might Be Love – Here’s How That Translates To Marketing Results We’ve all experienced an amazing meal at a great new restaurant. Then when we go back, the meal is good, but it’s not great. What...

Why Are Feelings Important For Lead Generation And New Customer Growth?

In February, we celebrate Valentine’s Day – an entire day dedicated to love. Couldn’t we all do with a little more love, this year specifically? Our #LOVEYOURAGENCY mantra at Square 2 has done wonders for helping us work with clients, attract...

How To Make Sure You’re Getting Everything Out Of Your HubSpot Sales Hub

Here’s How To Move From One CRM To The HubSpot CRM The HubSpot CRM is finally ready for prime time. Companies all over the world are moving from homegrown industry CRMs and even established CRMs like Salesforce. But as we’ve seen in our 10 years...

How To Make Sure You Get Everything From Your HubSpot Marketing Software

Buying HubSpot Is Just One Small Step In A Very Long Journey With 95,000 customers and counting, HubSpot has changed the way marketers plan, execute, analyze and optimize their marketing tactics. But as we’ve seen in our 10 years working with...

Hiring An In-House Marketing Team? Here’s What It Should Look Like In 2021

Today’s In-House Team Looks Nothing Like The Marketing Team From 2010 The pandemic and challenging economic times have done little to slow the race to hire in-house digital marketing teams. That might change later this year, but right now it’s full...

Digital Transformation In 2021: Start Now, It’s A Long Journey

True Digital Transformation Touches Almost Every Aspect Of Your Business Digital transformation is about the long game, meaning it’s not something you do for a month and then consider it over, done or complete. It’s a strategy you deploy across your...

Creative Content Marketing Strategies For 2021

New And Innovative Content Marketing Tactics Are Going To Help With Lead Generation Now that 2020 is behind us, we’re back to work, refreshed and revived, ready to kill it and in our case, generate leads, sales opportunities and new customers. But...

A Message For Friends, Clients, Partners, Team Members And Prospects

2020 Is Going To Be A Year We All Remember; Here’s How Square 2 Is Going To Remember It We’re all going to look back at 2020 and have some specific memories. Unfortunately, most won’t be great, and there’s no need to go back and relive those. But...

What 2020 Taught Us About Digital Transformation

Lessons That Many Businesses Have Been Addressing Long Before 2020 This was certainly a remarkable year, although unfortunately for many of the wrong reasons. However, if you want to be positive, the new business conditions forced companies to take...

6 Marketing Upgrades To Exceed Lead Generation Goals In January

What You Do This Month Will Make Or Break Your Lead Gen Numbers In January I get it. You’re winding down the year. Most of your prospects aren’t looking to start sales conversations during this time of year. Maybe you’re doing a little planning for...

4 Sales Upgrades You Can Install Now To Ensure An Amazing January

If You Can Get Your Reps Using These Tools Today, January Will Be A Winner By now you already know if you’re going to finish the year strong or not. You already know what December is going to look like. That means the fourth quarter, along with the...

Are You Ready To Digitally Transform How You Go To Market?

Let’s Face It, Not Every Company Is Ready For Digital Transformation. Are You? Anything worth doing is hard. If it was easy, everyone would be doing it. Take whichever cliché you want and apply it to digital transformation. Today, companies of all...

What Does Digital Transformation Mean For Small To Midsize Companies?

If You’re Not Actively Working To Transform Your Business With Digital In Mind, You’re Falling Behind What is digital transformation? It’s a phrase almost all of us have heard, especially recently. But what is it exactly? And is it applicable for...

Why Work With An Agency When You Choose HubSpot?

There Is A Reason HubSpot Has Over 4,000 Agency Partners, And You Should Leverage That Expertise First, this isn’t an article about HubSpot. We’ve been a loyal partner of theirs for close to 10 years. We’re huge fans of the software and work with...

How To Cut Your Bottom-Performing Sales Reps And Get Better Sales Results

Having More Reps Doesn’t Always Equal More Revenue We hear this a lot at Square 2, especially from prospects who haven’t worked with us yet: “Why should we hire your team when we can just hire two more sales reps and get the same results?” It’s a...

The Thanksgiving Meal Square 2 Serves Clients To Finish The Year Strong

Creating The Perfect Blend Of Revenue Generation Tactics Is Like Creating A Wonderful Meal It’s been a challenging year for almost all of us, both personally and professionally. This Thanksgiving isn’t going to be our normal celebration, but it...

The Perfect Tech Stack For Lead Generation At B2B Firms In 2021

You Can’t Build A Revenue Machine Without The Right Parts With so much to do, so little time and limited resources, companies all over the world are facing pressure to run marketing and sales smarter. This means using technology to automate, inform...

The New Analytics Companies Use to Explode B2B Lead Generation Results

Strategy, Tactics And Technology Are Changing Very Quickly, But Analytics Are Evolving, Too Regardless of the strategy, tactics and tools you use, if your analytics are not designed properly, you’ll struggle to generate leads. That’s because your...

The Secret Is Finally Revealed For B2B Lead Generation

HINT: It’s Not One Tactic But Rather How You Respond To The Data And Build Your Action Plans Businesses continue to struggle with growth. They need more leads to hit sales targets. They need more quality leads and sales opportunities. Companies have...

How To Pick The Best B2B Lead Generation Agency For Your Company

All Agencies Are Not Created Equally, And Picking The Right One For Your B2B Business Is Critical There are tens of thousands of digital agencies all over the world. In 2016, research reported around 13,300 digital agencies, and I’m sure that...

How To Select The Perfect Marketing Tactics For B2B Lead Generation

With Hundreds Of Marketing Tactics At Your Disposal, How Do You Know Which Ones Are Right For Your Company? Not too many people talk about how to select and prioritize the correct set of tactics for your company and your goals. Are you trying to...

7 Magic Numbers All CEOs Need To Master B2B Lead Generation

Building A Revenue Generation Machine Is All About The Numbers I’ve written about the math and science of B2B lead generation a number of times, but it bears repeating because we keep talking with CEOs of very successful companies who need to be...

New Research: The Pandemic Changed B2B Lead Generation Forever

Lead Generation Is Never Going To Be The Same – How Are You Responding? One of the major trends we’ve seen this year is B2B companies that traditionally relied on sales teams and distributors to drive revenue are now moving to a digital-first...

BOO! Your Sales Process Might Be Scaring Off Prospects

Ever Wonder Why Prospects Go Underground? It Might Be Because You Scared Them “What happened to Company Zed? I thought they were so excited to get started. Why did they go underground?” Sales leaders and CEOs are asking their sales reps this kind of...

Digital Marketing Tactics: Tricks And Treats Going Into 2021

Just Like The Wide Variety Of Candy Available On Halloween, You Have To Pick The Best Ones Hundreds of marketing tactics are at your disposal. But not all marketing is created equally. Some tactics work better than others in certain companies, and...

Clients Help Square 2 Win Prestigious Clutch Award For B2B Marketing

Client Advocacy Is Going To Be Key To Driving Revenue In 2021 Advocacy is defined as public support for or recommendation of a particular cause or policy. In our case, it’s people happily telling the story of how the Square 2 team helped them grow...

Why RFPs The Worst Way To Choose Your Next Digital Marketing Agency

You Think An RFP Is Going To Make It Easier, But It’s The Wrong Way To Find An Agency Partner We rarely respond to request for proposals (RFPs) from prospective clients. We actually have a test, and if the company passes the test, only then will we...

3 Experiments Directly From Square 2 Lab And Our Revenue Scientists

Experiments Produce Better Results Faster – Run These Experiments And Generate More Leads I’ve been wanting to write this article for months now. What’s been holding me back is the list of three experiments that I felt comfortable sharing —...

Little-Known Best Practices for Effective Lead Nurturing

MQLs Are Important; What You Do With Them Could Make Or Break Your Program Performance There is a heated argument among marketers: Gated or ungated content? This means marketing-qualified leads (MQLs) or sales-qualified leads (SQLs). Yes, if you...

9.5 Ways To Add Video Content Into Your Marketing Plans To Drive Leads

Many People Would Rather Watch Than Read, And Video Produces Leads Quickly If you’re not sure video has a place in your marketing, or if you think your prospects are not interested in watching video content from companies like yours, you should...

Blow Up Your Website's Resource Center for More Leads Immediately

Moving Educational Materials Out Of The Resource Center And Into Your Website Will Jump-Start Your Sales Efforts Instantly If you spend 10 minutes looking at websites, you’ll notice that almost all of them have a resource center. You might even have...

Is Growth-Driven Design For Websites Still A Thing?

Where Did GDD Come From? Was It Ever A Thing? And Is It Still Relevant Today? How about an origins story for growth-driven design (GDD) to get us started? I’m a big fan of the superhero movies and I love a good origins story. Since I have one for...

Webinars Are The Bomb Right Now: 9.5 Best Practices For Webinar Invites

If You Can’t Get People To Register For Your Webinar, You Won’t Drive Leads – The Invite Is Everything Almost everyone has run or attended a webinar over the past six months. Once COVID-19 settled in, webinars and online events exploded in...

INBOUND 2020 Is A Jam-Packed Virtual Event — You Can’t Miss It!

Check Out The Sessions I’m Attending And What’s New At INBOUND 2020 We’ve all been inside for the past few months. I had to look around for socks just to go to an in-person client meeting this week, so going to a conference sounds like nirvana...

Why You Need An Online Review Program For Your Business

People Are Looking For How You’ve Done With Other People Like Them Today, our businesses are 100% transparent. What does that mean? It means that you can find out almost anything and everything about a business if that’s your goal. Since prospects...

Why E-Commerce Is All Of A Sudden Critical For B2B Revenue Generation

Regardless Of Pandemic Response, This Was A Trend Long Overdue Consider this: B2B companies have needed direct sales efforts to move their products — either a direct sales force or a distributor network. The main reason for this thinking was always...

34 Biggest Trends in Digital Marketing and Sales for 2021 | Square 2

Digital Marketing And Sales Is Changing At An Accelerated Pace; Keep Up Or Get Left Behind Moving into the fall and winter this year will present some incredibly challenging and complex marketing issues that companies big and small need to be...

The 1,000 Lead Game Plan: How To Generate 1,000 Leads Before 2020 Ends

Even The Longest Journey Starts With Just One Step Many companies are facing massive lead deficits. With events canceled this year and more canceled going into next year, almost every marketer is redoing plans for the fall and rethinking 2021. But...

Setting Expectations With Your CEO On Lead Generation And Marketing Results

It Might Be The Hardest Part Of A CRO/CMO’s Role – Setting Expectations For The Organization On Leads And Sales Think fast – you’re new in the role of CMO and the CEO wants to know how many leads your marketing team can generate this quarter. Or...

8 Reasons Why UI/UX Is Important For Website Performance

By Performance, Of Course We Mean Creation Of Leads And Sales Opportunities People need direction. When people come to your home, you welcome them in, take their coats, escort them into your living room or den, let them know where the powder room is...

How Many Leads Do I Need To Hit Our Revenue Goals? Mystery Solved!

Can You Tell Me Exactly How Many Leads You Need To Hit Your Revenue Goals? No, Really; Exactly How Many Do You Need To Hit Your Goal In August? We ask this question to prospects all the time and the answer is almost always, “We don’t know.” They...

Website Strategy: A Blueprint For Your New Website Design

Massive E-Commerce Websites Delivered In Just 30 Days; Here’s How We Do It You’re finally ready to redo your corporate website. The last time you did it you had a miserable experience. It took forever and included a ton of back and forth. In the...

The 15 Most Important Metrics For Chat And Conversational Marketing

How To Know If Your Chat Tactics Are Producing Results We’ve been talking and writing a lot about chat lately given the new buyer journey and how important speed is in taking care of new visitors and prospects. It’s also smart to make sure we’re...

The Secret Email Marketing Playbook To Reengage Your Database

Now More Than Ever, Email Marketing Needs To Be Optimized; Learn How To Do It One of the most important and almost always overlooked company assets is your database. That database of customers, prospects, partners and related businesses is a...

6 Blisteringly Fast Ways Chat Drives Marketing And Sales Results

If Speed Is Your Thing, Then You Can’t Ignore Chat Anymore In business, speed kills. It kills your competition if you can get back to the prospect faster, get them what they want faster, give them a better experience faster, answer their questions...

10 Proven Tips And Techniques For Winning The Virtual Selling Game

Taking Sales Virtual Is Easier Than You Think, And Once You Go, You’ll Never Go Back Over the past six months, many of our clients have been asking for more help on the sales enablement, sales execution and sales operations side of their businesses....

4 Data-Proven Marketing Upgrades to Get More Leads

Add These Now And You Should See A 20% Increase In Leads It’s not so easy to get results from your digital marketing efforts. You invest time, money and energy, and you expect to see increases in leads and sales opportunities. Sometimes this happens...

Creating Opportunities For Customers To Be Advocates: Part 2 Of 2

This is part two of a two-part series on customer service. Getting Customers To Actively Share Their Stories Is Challenging – How To Crack The Code In part one of this conversation, we talked about the various methodologies behind collecting...

How Are We Doing? Operationalizing Customer Satisfaction: Part 1 Of 2

This is part one of a two-part series on customer service. Customer Advocacy Is Currency And You Need To Grow It Do you know how happy your customers are right now? You should! And you should be operationalizing the processes around collecting that...

Gated And Ungated Content Are Not The Only Options Anymore

With New Tools Come New Options For Giving Visitors Content And Getting Their Contact Info Gates are typically designed to keep people out. As marketers, sales leaders and CEOs, we want to let people in, but we need the gate to know who we’re...

The A To Z Guide For Effective Sales Improvement In 2020 And Beyond

In The New Normal, Sales Execution Will Rule The Day – Are You Ready? We’ve been talking about it for months. Innovative and proactive companies are reimagining and digitally transforming how they sell. Now is the time to look hard at your sales...

The Digital Transformation Of Sales: What Are You Doing About It?

Companies Are Being Forced To Rethink Sales, But Better Late Than Never We’ve been asking clients for years to allow us to help them close the leads we helped them generate, and most of the time the response has been, “Don’t worry about that, we’ve...

5 Marketing Upgrades For Your Business to Survive

I Know You Can’t Do Everything At Once, But These 5 Upgrades Will Transform Results There is so much to do and so little time to do it. Your CEO wants results immediately. Your marketing budget is limited. There are only so many hours in the day....

Is It Time To Retire MQLs As The Measure Of Successful Marketing?

If So, What Are The Right Metrics For Measuring Marketing In 2020? I don’t write this article casually. The idea of retiring the key indicator of success for my entire profession, my 17-year-old agency and perhaps what has become part of my DNA...

How To Avoid Wasting Money When Working With A Digital Marketing Agency

The Secret Might Be In How The Agency Works With You Having run an agency for almost 18 years and also providing agency consulting in my free time, I am intimate with the way agencies work with clients. Unfortunately, a lot of waste is baked into...

How To Apply Content Marketing To Different Stages Of The Buyer Journey

Or In Other Words: What Types Of Content Are Right For People During Their Buyer Journeys? So many different types of content are in most content marketing plans today. You are looking at content across the spectrum, from short-form conversation...

All Leads Are Good Leads — You Just Need To Manage Them Properly

Your Prospects Decide How Their Buyer Journey Progresses And When They Want To Talk To Your Sales Team I love working with CEOs, marketing directors and sales leaders at midsize companies. You’re aggressive, results-oriented and direct. But you have...

6 New Ways Your Customer Service Team Helps Generate Revenue

New Revenue Generation Doesn’t Always Mean New Customers When we start working with new clients, one of our early lines of questioning focuses on customers. How referenceable are your current customers? How many of your current customers buy...

Here's What Your Marketing Agency Should Deliver In The First 2 Weeks

Speed Is Everything Today, And You Should Expect Your Digital Marketing Agency To Fly We’ve been running Square 2 for almost 18 years, and the most common question from prospects is: “How long is it going to take to get results?” Timing is...

Everything You Need To Know About Inbound Marketing

Whether you’re new to inbound marketing or looking to polish your approach, this guide provides helpful tips, techniques and guidance on everything required to use inbound marketing to drive leads and grow your business. What follows is...

The 4 Pillars Of Revenue Generation; Find Out If You’re Missing All 4

Strategy, Tactics, Analytics And Technology Are Required If Revenue Growth Is Your Goal Prospects are asking these questions all the time: Why isn’t my marketing working? Why isn’t our company growing? Why aren’t we getting more leads? The answer...

Trade Shows Won’t Come Back; Innovative Event Marketing Ideas Revealed

How To Replace The Lead Generation You Were Expecting From Live Events I saw a new free report called “Getting Ready For The Return Of Trade Shows” from a software company, and I thought to myself, “What trade shows?” Make no mistake: Air travel and...

Gated Or Ungated Educational Content? That Is The Question

Ungated Drives Engagement; Gated Drives Leads – How To Know What’s Right For Your Company It’s become a common topic of heated conversation in marketing department meetings. Do you gate your content to drive qualified leads for your business, or do...

What Is Sales Enablement And What Are Its Benefits?

Marketplace disruptions have changed buying and selling behavior. Sales enablement tools and strategies are critical to adapting an inbound sales approach that meets the expectations of today’s buyers. Sales teams need access to relevant content...

How To Rethink Your Blogging Strategy Over The Next 30 Days

What To Do, What Not To Do, How To Keep An Audience And How To Drive Leads Marketers who prioritize blogging efforts are 13 times more likely to see positive return on investment (ROI), according to HubSpot. But you have to strike a balance between...

The Latest And Greatest Tips And Techniques For Search Engine Optimization In 2020

We Still Hear It Every Day: ‘Our Customers Don’t Find Us On The Web.’ Guess again, folks. Everyone is finding everything on the web, and the longer you ignore that fact, the longer and the harder it’s going to be to get your company found and...

The Checklist For Supercharging Your Marketing When Businesses Open Up

Whether It’s This Month, Next Month Or Later, You’ll Need This Checklist To Ramp Up Marketing For most of you, I’m hoping you followed our advice and it’s business as usual when it comes to marketing this month and next. But for others who have laid...

HubSpot’s New CMS Is Ready To Challenge For Dominance to Enterprises

Your Website Is The Keystone To Your Lead Generation Efforts; Now Bigger Companies Can Take Full Control We’ve heard this a hundred times, and I’m sure many of you can relate to this comment: “Our internal IT team handles the website, so we have...

How To Create Homegrown Videos To Fuel Your Content Marketing Strategy

You Need Video, But You Have To Shoot It Yourself — Here’s How To Do It Everyone knows you need video content for marketing, sales and customer service. Most people admit they are visual learners. In fact, 60% of people score themselves as visual...

Trade Shows Canceled? How to Replace Those Leads in A Just Few Weeks

With Trade Shows, Conferences, Events And Networking Canceled, You Need To Lean Into Digital Lead Generation NOW! Many businesses have relied on trade shows, events and conferences for a steady stream of leads over the past 10 years, and in some...

Marketing And Sales Need To Create Trust When You Can’t Meet In Person

What Worked Last Month Won’t Work This Month, Next Month Or Next Year; It’s Time To Get Serious About Revenue We’ve heard it many, many times: Our prospects are different. We need to meet them in person. Our business is a relationship business. ...

Conversational Marketing And Chat Fit Perfectly For Work At Home

Having Chat On Your Website Is No Longer Optional If you’re my age, then you remember chat’s first pass at changing our behavior online. It was a miserable experience. It rarely worked, and when it did, it was manned by people who didn’t speak...

Can You Scale Up Marketing When The World Opens Up Again?

It’s Coming: The Lockdown Is Going To End. Will You Be Prepared? As of this week, people are already starting to talk about opening up the economy as soon as possible. While no one is exactly sure when that will happen, you want to be ready for it. ...

Content Marketing Has Never Been More Important — Here’s Why

Publishing Has To Pick Up For Customers, Prospects, Partners, Friends And Family You may have noticed a ton of content being published, primarily on social media, and it’s not by accident. Content marketing is more important to your lead generation...

How The Team At Square 2 Has Always Been Built For Rapid Response

Not All Agencies Are Created Equally, And Not All Agencies Are Going To Weather The Storm Now more than ever, you need a digital agency with a distributed team, solid financial footing, long-tenured team members, access to trusted resources, a...

How A Virtual Trade Show Booth Could Save Your Trade Show Season

Now Is The Time To Rethink Your Entire Event Marketing Strategy The companies that emerge from these uncertain times strong are those that quickly pivot their business strategy, including the marketing and sales that go with it. Most of us expected...

What Is Content Syndication? Why It Works Now More Than Ever

You Created Content, But Now What? Content Syndication Allows You To Share That Content With The World Now the size of your brain is more important than the size of your wallet. You have to be smart to leverage every asset in your marketing campaign...

5 Sales Upgrades You Need Right Now To Help Your Company Thrive In 2020

To Close Deals Now And Through The Rest Of 2020, You Have To Look Closely At How You Sell This is a crazy time for most businesses. But we can’t give up, give in or run and hide. The businesses that survive, and then ultimately thrive, are the ones...

8 Sales Team Challenges and How to Overcome Them

Recently Updated - No company is exempt from sales challenges. Even the most high-performing sales teams face obstacles in developing buyer relationships and effectively communicating with prospects and customers. What sets successful companies...

Everything You Need To Know About Sales Compensation

Not All Sales Comp Plans Are Effective At Driving Sales RepBehavior Updated March 19, 2020 - Did you know43% of sales reps would be willing to leave their companies for a 10% salary increase? Compensation is an important factor in attracting and...

Shift To Customer Communication And Outreach During Challenging Times

Marketing To Customers Is Just As Important As Marketing To Prospects, Now More Than Ever Not many companies have a crisis communication plan in place and ready to go just in case. After all, if you’re a digital marketing agency, a software company,...

6 Marketing Upgrades You Need Now To Help Survive

Digital Marketing Tactics Can Continue To Drive Leads For Your Business, Even When Travel Is Limited To be clear, articles like this are timely and not designed to scare anyone. They’re designed to help us all navigate a difficult and uncertain time.

How COVID-19 Forced Companies To Accelerate Digital Transformation

Your Prospects Are Asking For A Richer, More Interactive Digital Experience; Now Is The Perfect Time To Start There is no question the coronavirus is going to have economic implications for many companies. But how you respond to the challenges could...

Should We Just Hire 2 More Salespeople To Grow Revenue?

The Common Misconception About Revenue Growth And Sales Teams I love sharing real-life experiences. There are enough blogs that talk academically or from a product perspective. I have always wanted our blog to be authentic. When I’m able to share...

Global Ad Blocking Means You Should Double Down On Earned Attention

Earning Your Audience’s Attention And Then Keeping It Is Key As an article published in Ad Age last month reports, “Ad blocking on mobile had previously been written off as something only tech-savvy users deployed, but that’s no longer the case; new...

7.5 Ways HubSpot Helps You Know Your Prospects So They Close Faster

The More You Know, The Better The Experience; The Better The Experience, The More You Close “The customer experience is the new marketing battlefront.” — Chris Pemberton, Gartner “You’ve got to start with the customer experience and work back to...

What Is An SLA For Sales And Marketing?

Everything You Need To Craft An SLA For Sales And Marketing This Afternoon A service-level agreement (SLA) is a contract that establishes a set of deliverables that one party has agreed to provide another. This agreement can exist between a...

A Video Marketing Playbook To Create Top-Notch Business Videos

Don’t Be Intimidated; Video Is Easier Than Ever To Create Earlier this week, we did an article on where to apply video in your buyer journey. We looked at video for everything from email marketing to using it in your sales process. Today, we’re...

8 Ways To Kill It With Video In Your Omni-Channel Marketing Campaigns

About 65% of people are visual learners. They’re often called spatial learners and, unsurprisingly, they learn and remember best through visual communication. So it’s not surprising that video has become critical to creating a remarkable buyer...

Strategy Behind Blogging: Why Content Marketing Doesn’t Produce Leads

Content Marketing Strategy: When Is A Blog Article Much More Than A Blog Article? You’ve been blogging three or four times a week and you just don’t see major improvement in your KPIs. Visitors are not up, leads are not up and you certainly don’t...

Google 'Loretta' Ad Demonstrates The Importance Of Messaging Strategy

Words Matter And The Story Matters, But You Don’t Need To Be Google To Tell A Great Story Most of the Super Bowl commercials were unremarkable. While some were memorable, they were not memorable enough for you to connect the brand, the action they...

HubSpot’s Marketing Hub Enterprise Is Ready To Go Head On With Marketo

A Deep Dive On Why HubSpot Might Actually Be Better For Enterprise Marketers HubSpot is ready for the pros — professional marketers, that is. For years, the marketing automation platform has excelled in small to medium-sized businesses. It’s been...

10 Killer Tips For Using Marketing Automation To Generate Trade Show Leads

Outbound Marketing Tactics Like Trade Shows Require Automation To Optimize Your Event ROI Today there are more conferences, trade shows and live events than ever before. People are flocking to events, and more marketers are using events in their...

7 Best Email Delivery Tools for High Performance Email Marketing

Regardless Of Size, Companies Have To Stay In Touch With Their Prospects And Customers — Email Is Still The Best Way Like it or not, we’re all addicted to our email. We check it constantly. We have it in our pockets, in our cars and now on our TVs...

How Long Would You Wait for Results from Your Digital Marketing Agency

It’s Been Six Months Since You Started With Your Agency And You’ve Seen Few Or No Results – Should You Be Worried? The short answer is maybe. That’s because generally results are in the eye of the beholder, and in this case, it’s you, the client. ...

How Sales Reps Use HubSpot And Content Marketing To Close New Customers

Sales And Marketing Alignment Influences Content Creation, Too Carpenters, doctors, architects and almost all other professionals need the right tools to do a good job. People in marketing and sales are no different. In 2019, you purchased HubSpot...

What Is A Good Conversion Rate For Your Landing Pages?

Kick Off 2020 With Increased Lead Generation Through Landing Page CRO “This post was selected as one of the top digital marketing articles of the week by UpCity, a B2B ratings and review company for digital marketing agencies and other marketing...

6 High-Quality Content Marketing Ideas From 2019 Campaigns

With So Much Content Marketing Being Used, What Makes For Great Content Marketing? It’s estimated that by 2021, 27% of internet users in the U.S. will be using ad blockers, which means that about one quarter of all ads won’t reach their target. ...

6 Tools Using AI In Marketing And Sales To Improve Results In Days

Marketing And Sales Tools With AI Should Be Making Your Job Easier, But Are They? You Might Be Using The Wrong Tools As an article in Selling Power explains, “One of the biggest challenges sales and marketing managers face is keeping up with the...

19 Reasons You Should Hire The Most Expensive Marketing Agency In 2020

You Get What You Pay For, And You Should Be Paying For Results Your business is fine, but you’d like to grow faster, and the only thing holding you back is the amount of leads and sales opportunities. You’ve done some marketing and you have a...

7 Sales And Marketing Tactics That Should Be Impeached In 2020

These Need To Be Removed From Your Plans To Free Up Budget And Accelerate Lead Generation Impeachment is on everyone’s list of topics not to talk about during your family holiday celebration, but everyone and their brother is reading about it,...

Square 2: Top-Performing Digital Agency Based On Customer Satisfaction

FOR IMMEDIATE RELEASE MEDIA CONTACT: Joanna Swartwood (858-220-1711, jswartwood@square2marketing.com) Square 2 is number seven among top-reviewed digital agencies on G2. Conshohocken, PA – Square 2 has been selected as one of G2’s top agencies...

15.5 Ways Smart Marketers Generate Leads With Holiday Emails

Holiday Emails Aren’t Just For Wishing Well Anymore It’s that time of year again. Our inboxes are full of holiday emails. Consumer companies are flooding the airwaves with tons of offers and messages hoping to grab our attention. If you’re a B2B...

11 Rock-Solid Reasons Why Your Sales Team Underperformed In 2019

And How To Ensure They Over-perform In 2020 Getting your sales team to hit its revenue or sales goals is challenging. At my speaking events I like to ask the audience to stand and then sit when they answer “no” to any of these questions: Did your...

Square 2 Recognized As A Clutch 1000 Agency For 2019

FOR IMMEDIATE RELEASE MEDIA CONTACT: Joanna Swartwood (858-220-1711, jswartwood@square2marketing.com) Verified Client Reviews A Major Driver In Clutch 1000 Selection Process Conshohocken, PA – Square 2 has been selected as one of the Clutch 1000,...

Square 2 Honored To Be One Of The 2020 Chief Marketer 200

FOR IMMEDIATE RELEASE MEDIA CONTACT: Joanna Swartwood (858-220-1711, jswartwood@square2marketing.com) Conshohocken, PA – Chief Marketer, a leading publisher of content, recognition programs and training events for Fortune 1000 marketers, has...

A Thank-You Note...To Clients, Team Members And Partners

I recently had the pleasure of watching “A Beautiful Day in the Neighborhood,” the movie based on the true story of the friendship between Fred Rogers and journalist Tom Junod. What struck me the most was Mr. Rogers and the way he thoughtfully...

9 Email Marketing Subject Lines From My Inbox - And How To Fix Them

Email Marketing Won’t Work If Your Subject Lines Are Weak Email marketing is key to connecting with clients and prospects. Email marketing is also important to continuing the conversation with people when they leave your website. In fact, we could...

The Secret Ways Chat Can Get You Sales-Ready Leads Tomorrow

There Is A Potential Customer On Your Website Right Now — And You Don’t Know It Approximately 96% of visitors that come to your website are not ready to buy — it’s a stat you see frequently when you troll the web. But that doesn’t mean the people...

24 Killer Lead Nurturing Upgrades That Turn Leads Into Sales Opportunities

Start Using These Today To Get Sales Tomorrow Everyone knows that people make their purchase decisions over a period of time. B2C decisions generally happen over shorter time frames, and larger B2B decisions happen over longer time frames. ...

Square 2 Thanks Veterans For Their Service On Veterans Day

We Couldn’t Do What We Do If It Weren’t For What You’ve Done It’s easy to get wrapped up in the endless quest to help companies generate more leads, more sales opportunities and more new customers. But on Veterans Day, we wanted to take a beat and...

Why Your Marketing Isn’t Working: The Snowflake Theory

If Generating Leads Was Easy, Everyone Would Have All The Leads They Need We all know that almost no business has all the leads they need or want. I don’t think it’s wrong to assume that very few companies know exactly what they need to do to...

What Bill Belichick And The Patriots Can Teach Us About Revenue Growth

Today, Exceeding Lead Generation And Revenue Goals Feels About As Hard As Winning Six Super Bowls Let me start by saying that I’m not a Patriots fan. Watching the Eagles beat the Patriots in the Super Bowl was one of the highlights of my fandom. But...

The Top 4 Ways Heat Mapping Software Improves Website Performance

Heat Map Data Provides Real Action-Oriented Feedback To Help You Drive More Leads Using heat maps on your website is like being James Bond on the web. In practice, you get to spy on your target audience. However, like James Bond, you’re not trying...

Square 2 Exits Firearms Industry — CEO: ‘We Wanted To Do Something’

Conscious Capitalism Means You Put Your Money Where Your Mouth Is Last month, Square 2 informed a gun manufacturing client that we could no longer be their agency of record. When we earned the business earlier this year, the decision to participate...

The One Question You Have To Ask Your Digital Agency Before You Hire Them

Digital Growth Agencies Have An Obligation To Get Clients Results Quickly You’ve decided you need an agency. Congratulations! You’ve made the right choice. No matter what your internal team looks like and no matter what their experience, an agency...

Personalize Sales for Faster Conversions and More New Customers

Old-School Sales And Execution Is One To Many; New-School Sales And Marketing Is One To One The experience economy proposes that both consumers and businesses want more than just delivery of products and services; they expect that an exceptional,...

Intent Data: The Missing Ingredient In Your Account-Based Marketing Recipe

ABM Is A Tricky Tactic To Plan And Execute; High-Quality Intent Data Makes It All Easier A few weeks ago, we published an article that talked about intent data at the highest level. What is it? Where does it come from? How do you use it? How do you...

Intent Data: What It Is, How To Use It And How To Drive Revenue With It

Why Using Intent Data Might Be The Smartest Move You Make Next Year During my session at HubSpot’s INBOUND 2019, I spent a few minutes talking about intent data as a smarter way to go to market. I was surprised at the level of interest and equally...

Using Video Marketing To Explode Lead Generation And New Customer Revenue

Video Must Be A Core Component To Your Content Marketing Strategy In 2020 In case you missed it, video is exploding, and it’s now a requirement for any revenue generation program. If you’re not producing and publishing at least one video a month,...

The Recession Is Coming! How To Get Your Company Out In Front Of It...

...And Minimize Its Impact On Your Business As The Washington Post reports, “Most economists believe the United States will tip into recession by 2021, a new survey shows, despite White House insistence that the economy is sound. “Nearly 3 out of 4...

When Salespeople Attack, It’s Time To Rethink Your Entire Strategy

CEOs And Sales Leaders: Your Teams Are Aware That Your Strategy Is Massively Flawed We do a ton of educational sessions with CEOs, sales leaders and marketing leaders. One of our favorite questions in the session involves asking the executives if...

The Ultimate ‘How-To Playbook’ For Creating A Customer Advocacy Program

Customer Advocacy Is A Must-Have For Today’s Marketing And Sales Execution The world has shifted 180 degrees in the past 10 years. In 2009, sales still ran the show. Sales reps controlled the sales process, leaking information out to prospects on a...

Don’t Accept ‘Results Take Time’ From Your Digital Marketing Agency

Now You Don’t Have To Hire Deloitte Or Accenture To Get A Dedicated Team That Produces Results In Weeks, Not Months Or Even Years Ask any digital marketing agency and most in-house marketers this question: “How long is it going to take to get...

Generate Leads with Podcasts: The Top Content Marketing Option

Popular Revenue Growth Podcast Smash The Funnel Returns With 7 New Episodes Research shows that “right now, there are more than 700,000 active podcasts and more than 29 million podcast episodes. According to Apple at WWDC 2018, these numbers stood...

Digital Marketing Trends, Strategies And Tactics For 2020 And Beyond

Keep Up With The Changing Digital Marketing Strategies, Tactics, Analytics And Software, Or Be Left Behind Social media changed the digital marketing landscape. Today, new forces are changing digital marketing again. There’s more emphasis today on...

How To Get 6 Months Of Marketing And Sales Work In Just 30 Days?

New Agency Engagement Format Is Already Delivering Massive Results For Progressive Companies Ready to change the trajectory of your business today? Working with digital marketing, inbound, demand generation, revenue growth and sales execution...

The Robots Are Coming To Help You Drive Leads and Close More Customers

Artificial Intelligence Is All The Rage; How Should You Use It To Drive Results? So much to do, so little time. Marketing has never been more complicated. With so many tactics, so many software tools to consider, so many different strategies and so...

84% of Marketing Teams Are NOT on High-Performing Programs

Salesforce Research Uncovers Massive Underperformance Across Over 4,000 Companies Surveyed I’ve always felt like a major disconnect existed between what CEOs were expecting from their investment in marketing and the actual performance of those...

Why Your 2015 Organic SEO Strategy Isn’t Working Anymore

What You Need To Do To Upgrade Your SEO Work To 2020 Standards Did you know that Google updates its search algorithms 500 to 600 times a year? Most of those updates are minor and have little impact on your approach to driving organic rankings. But...

Time for A CRM Update? Take This 10-Question Quiz to Find Out

CRM And Sales Technology Have Changed In The Last Few Years; Is Your CRM Outdated? You go to the doctor for your annual checkup. You take your car in for regular service. You have your insurance policies reviewed regularly, and you talk to your...

Content Management Mistakes To Avoid (And Techniques You Should Know)

Content Marketing Has Changed; You Might Be Making Mistakes And Not Even Knowing It Savvy marketing leaders know that content management is an essential part of business operations. After all, your strength as an organization is almost entirely...

Want A Higher Close Rate? Consider A New Lead Qualification System

A Methodology For Qualifying Leads And Opportunities Helps Everyone Speak A Common Language No, this is not a sales software pitch. For once, this is not about software but about a system you use to better qualify, prioritize and forecast sales...

12 Magic Metrics to Smash Your Funnel and Increase Close Rates

Here’s How To Simplify The Measurement Of Your Efforts Toward Scalable Revenue Generation Since we published our latest book, Smash The Funnel, the response has been unexpected, to say the least. People are recognizing the challenges associated with...

How Buyer Journey Mapping Is Becoming The New Revenue Growth Platform

Marketing Not Generating Enough Leads? Your Prospect Experience Is Broken We hear it every day. Is it your website? Is it your content? Is it your email campaigns, social media or search engine optimization efforts? No. Well, partially no. Yes,...

What Is Customer Marketing?

Your Customers Need To Be An Active Asset In Designing A Proactive Revenue Growth Program Too many labels already exist for different types of marketing. I’m not trying to introduce a new one, but I am shining a light on an area of marketing that...

Agile Marketing Turned Into Agile Sales & Now Agile Revenue Generation

The Pace Of Change In Marketing And Sales Is Accelerating: What Are You Doing About It? None of us can get to every conference, but when I have the pleasure of attending one of the year’s best conferences, I like to share those experiences with all...

Unlocking Revenue Through Digital Transformation | 24 Stats

If You’re Not Working On This Now, You Can Be Sure Your Competitors Are Ahead Of You We’re a strategic revenue growth agency. All that means is we try to help our clients rise above the ocean of marketing tactics and look more holistically at how...

How Many Touches Does It Take To Close A New Customer?

The World May Never Know, Because Only You Know Your Customer If you’re old enough, you get the subtle references to the old Tootsie Pop commercial that showed a wise old owl and a young boy discussing how many licks it takes to get to the center of...

Social Media For Sales 101: 5.5 Killer Strategies You Can Use Now

Sales Teams Can Use Social Media To Drive Much More Than Appointments We all get awful emails in our social media inboxes. These messages come with questions like, “Can I get five minutes of your time?,” “Would you like to see a demo of our...

Sales Enablement Should Focus First On Improving The Prospect’s Experience

If You Want To Close More Deals, Give Prospects More With more and more people talking about, asking about and working on sales enablement, it’s good to know what’s at the heart of this new type of sales improvement technique. Ultimately, any...

How To Create Content Strategies That Improve The Customer Experience

Your Content Needs To Be Part Of A Holistic Approach Billions of pieces of content are produced annually. But just as much of that content is generic and indistinguishable, the content strategies that produce it tend to be half-baked or, even worse,...

Want More Leads? The Top 6 Conversion Optimization Tips For Your Homepage

These Simple Homepage Upgrades Can Drive Big Growth In Lead Numbers I’ve probably looked at (for the sake of evaluation) over 25,000 homepages. We end up working with many of those companies to help improve their sites, so I’ve had the benefit of...

Marketing Strategy And Planning Has Changed So Dramatically

Gone Are 12-Month Plans, Dedicated Strategy Time And A Defined Set Of Deliverables For 15 years prior to Square 2, I worked in corporate marketing. Every October and November, we cleared the decks and worked on the upcoming year’s marketing strategy...

Why An SOW Is NOT What You Want From Your Digital Marketing Agency

Simply Put: Do You Want Work, Or Do You Want Results? I get it: A statement of work (SOW) clearly defines what you’re buying. But is that the best way to get what your company ultimately needs? Do you need work, or do you need results? What happens...

The Critical Role of Sales Operations in Driving Revenue Growth

Sales Hacker defines sales operations as “the unit, role, activities and processes within a sales organization that support, enable and drive front-line sales teams to sell better, faster and more efficiently.” In a blog article on the topic, Sales...

How Can You Improve SEO? Think User First

Boost User Experience And Rankings Whenever someone asks for tips on improving SEO, I can’t help but feel they’re looking for a silver bullet: Just do x, y and z, and watch your fortunes change. It’s probably because that’s what SEO was for many...

Which Marketing Automation Platform Is Right For You?

Jamie Hardin, Director of Client Services at Square 2, contributed to this blog post. Strike A Balance Between Today’s Needs And Tomorrow’s Growth Marketing automation platforms have quickly transitioned from a nice-to-have tool to an essential...

Why Every SEO Strategy Should Include The Creative Team

The Ability To Create Great Content Is Key To Winning Customers And Rankings This is not another “SEO is dead” hit piece. Nor is it an “SEO isn’t dead, it’s changing” sidestep of the same topic. This is the most obvious SEO hack of all time: You...

Chat And Conversational Marketing: Is It Mandatory?

In Our Microwave Society, Your Prospects Want Answers Right Now Live chat on websites today has come light-years from where it was just a few years ago. Today the practice of conversational marketing created by Drift has turned chat into a...

Is Your Sales Pipeline Full Or Just Full Of It?

All Leads Are NOT Created Equally; Do You Know The Value Of Your Sales Pipeline? We’ve all been part of companies with sales leaders who love to report that “the pipeline is full,” only to have the end of the month come and the full pipeline didn’t...

Does Your MarTech Stack Up?

How To Make Sure Your Technology Works For You Today’s marketers don’t just love technology, they worship it. For many, MarTech has become nothing short of a savior – an omnipotent, omnipresent miracle worker that allows individuals to do the work...

Killer Tips To Optimize Your Website For Search Engines And For Humans

If You Want A Website That Generates Leads, Stop Thinking About Your Site Like It’s A Brochure Would you ever open a store and not have employees in it to help customers? Would you open a store and not put any signs up on the outside? Would you ever...

10 Wildly Effective Lead-Scoring Tips To Install In Marketo

Lead Scoring Is Critical For Prioritizing Leads For Sales And Measuring The Effectiveness Of Your Marketing We see lead scoring as an important part of every revenue generation program. While creating the model and building the scoring algorithm...

Competition Differentiation: Stand Out From the Crowd

If Your Business Isn’t Differentiated, It’s Invisible Differentiation is a critical part of marketing and business strategy. Everyone knows this, and yet few businesses are able to do it effectively. Google “differentiation” and you’ll be shocked to...

Content Analytics: 9 Content Metrics That Matter To Your Bottom Line

Are You Getting The Most Out Of Your Content? Years ago, if your business was the only one producing informative industry content, you were already ahead of your competitors and bound to shoot up the ranks on Google. Today, most businesses have...

Why Competitive Audits Are Like ‘The Cool Cat Boogie’

Learn How To Develop Your Own Unique Messaging Hey, Gus, how do you dance? How do you groove? Can you teach me how to move?Sure, Pete! It’s a simple song. Just do the robot and dance along. - From “Pete The Cat And The Cool Cat Boogie” Be different....

My Marketing And My Sales Are Not Working, And I Don’t Know Why

It’s Back To The Future For Marketers, Sales Leaders And CEOs Back in 2003, we heard “my marketing isn’t working and I don’t know why” time and time again from CEOs. In fact, it was the main messaging for Square 2. People were confused and we helped...

Content Analytics: What To Measure To Turn Content Into Revenue

Marketers struggle to measure exactly how their efforts are contributing to the bottom line. It’s difficult to decide what metrics to focus on and what measurement tools to use; then tying that data directly to revenue can be daunting. In order to...

Recent Study Reveals Sales Enablement Is A Major Factor In Revenue Growth

If You Want To Hit Your Revenue Goals For 2019, Sales Enablement Must Be A Top Priority The percentage of salespeople making quota has dropped from 63% to 53% over a five-year period, according to data from CSO Insights. What’s driving this drop? It’

4 Reasons Marketing Operations Is Essential To Your Growth Strategy

Achieve Your Goals With Repeatable Processes And The Right Technology Marketing is made up of many, many facets, from strategy to creative to execution and everything in between. Your team members put their blood, sweat and tears into creating...

How To Design A UX-Optimized Website That Isn’t Boring AF

12 Tips For Delivering A Great User Experience The last thing you want to do is frustrate your website visitors. Unfortunately, that might be exactly what your website design is doing if it isn’t UX optimized. UX is the user experience your visitors...

Do You Know What To Do To Drive Revenue At Your Company?

Of course you do. Right? Don’t be so sure. Companies are missing their revenue goals month over month. It’s an epidemic sweeping the country. The tenure for CMOs is the shortest it’s been in years. Agencies are getting fired left and right for...

Sales Execution: How To Win Bigger Deals And Close Fantastic Customers

Are You Focusing On Finding The Right Prospects? If you’ve been in sales for any length of time, it’s likely you’ve encountered the “ABCs” of the field: always be closing. One recent trend, however, has been that it’s more difficult than ever to...

Recruitment Marketing: 5 Ideas To Fill Your Bench When Talent Is Scarce

Marketing: It’s Not Just For Marketers Anymore I’ve spent my career working in tech, higher ed and professional services. I’ve worked at fast-growing startups and huge established institutions. I’ve worked on both coasts. Every successful...

You Don’t Need More Leads; You Need To Be Better At Closing Your Leads

Revenue Growth Doesn’t Always Come From More Leads Everyone typically thinks that having more leads is better, but it’s not always the case. More frequently, companies have enough leads, but they’re not optimizing the follow-up process on those...

Content Audits: Dive Deep Into Your Content Library

How And Why To Thoroughly Analyze Your Content Marketing Assets Content is the lifeblood of modern digital marketing. It fuels demand generation strategies, inbound marketing and sales enablement. If you’re executing any kind of engagement or...

How Many Sales Reps Should You Fire This Year?

Having More Salespeople Doesn’t Always Equal More Revenue If someone asked you how to grow revenue, what’s the one key step you would take? Many business leaders would answer, “Hire more salespeople.” Your sales team, after all, is the first line of...

Getting Your Team Together: A Requirement for Revenue Growth

Your Company Is Only As Good As The People Who Work There Today’s distributed team model (remote team members connected through technology) is quickly becoming the norm. Most companies are finding small and flexible office space and then hiring the...

The Sales Funnel Is Dead: What’s Next?

The New Buyer Journey Demands A New Model In the last decade, the Internet and social media have rewritten almost everything you knew about sales and marketing. Your sales team no longer cold calls prospects. Your marketing team is focused on...

Why Hiring An Internal Marketing Director Won't Get You More Leads

Buck The Trend To Only Hire In-House; Instead, Work Collaboratively With A Team Of Experts A few months ago, I wrote this article on the benefits and challenges associated with hiring an in-house marketing person or hiring an outside digital agency...

5 Reasons to Avoid Cookie-Cutter Website Templates

Every business needs a website in today’s market. Your website is your home online, and it allows your customers and prospects to find you. It’s also one of the only assets you can fully customize to do exactly what you need it to do. That said,...

The Most Important Sales Enablement Metrics

Over the last few years, sales enablement has become all the rage in business circles. The majority of companies have now adopted sales enablement program for their sales teams. Those who haven’t yet invested in are planning to do so in the near...

Creating Bullet-Proof SLAs for Sales and Marketing | Square 2

Stated Alignment Between Sales And Marketing Is No Longer Sufficient To Drive Revenue Growth And Goal Attainment – SLAs Are Mandatory The relationship between sales and marketing has historically been compared to the situation with the Hatfields and...

5 Key Demand Generation Tactics to Know in 2019

The world of sales and marketing has changed rapidly over the last decade. The pace of change shows no signs of slowing down in 2019. One of the hottest topics of 2018 was demand generation, and the trend looks to continue over the course of the...

Need to Clean up Your HubSpot? Time for a HubSpot Audit

Sales and marketing move fast these days, and you may find you struggle to keep up. New tactics and strategies are being implemented all the time. Keeping a CRM like HubSpot neat and tidy during this constant shifting is a challenge, and you might...

Why The Cyclone Beats The Waterfall Every Time

Understanding Your Prospect’s Buyer Journey Is Critical To Orchestrating Marketing And Sales Activities It might not sound like a big difference — water running over the cliff and falling into a pool of churning water, or the whirlwinds associated...

How Website Speed Affects Your Business

Your website is an integral part of your business. You’re working on building a great design or revamping the one you already have. You’re building an outstanding content program to keep visitors coming back for more. Have you thought about the...

Is Sales Enablement Worth It?

Over the last few years, the business world has become enamoured with the idea of enabling sales teams. Out of this interest has come a more complete view of how to prepare sales teams for success. Training is no longer enough on its own. What is...

7 Insights You Can Learn from a Google Analytics Audit

Google Analytics is one of the most common tools to use when it comes to tracking your website metrics. If you want to know how the site is performing, you can just look at Google Analytics. Every now and then, you should undertake a Google...

Why We Are Dropping Marketing From Our Name In 2019

Square 2 Provides Revenue Consulting, Services And Technology To Help Companies Grow It’s a new year, and we’re getting a new name to better reflect the services we provide clients. We’re excited to announce that Square 2 Marketing is officially...

5 Common Reasons Why You Might Not Be Getting High Website Traffic

Your website is probably the most important resource you have when it comes to getting the word out about your products and services. Driving traffic there is one of the important goals of any marketing campaign. High traffic improves awareness and...

6 Secrets to Great CTAs

The importance of the call to action cannot be understated. Good CTAs encourage people to email you, sign up for newsletters, watch videos, or take any other action you want them to take. The right CTA can make or break your sales and marketing...

How Demand Generation Is Evolving

Marketing is constantly evolving. From the inbound revolution nearly a decade ago to more recent innovations, such as influencer marketing, the strategies and tactics you use are almost always in flux. Demand generation is also changing and...

8 Excellent Revenue Growth Predictions Affecting Your Company In 2019

You Should Be Planning For These Today To Drive Revenue At Your Company Tomorrow Before we jump into what I expect for 2019, let’s look back at my predictions for 2018. Here’s the link to the post with those predictions. Overall, my predictions...

What Is Account Based Marketing and Is It Right for Your Business?

There’s been quite a bit of buzz about account based marketing recently, so there’s a good chance you’ve heard something about it. Many marketing leaders are excited about this emerging trend, as they feel it represents a huge step forward for...

How to Create Digital Hype before an Event

Whether it’s a product launch, a webinar, a conference, or an online question-and-answer session with an industry leader, you’ve got an event coming up. You want to get people excited about it, and you know one of the best ways to do that is to...

How to Organize Your Leads in the HubSpot CRM

Inbound marketing can help you increase sales in a number of different ways. In fact, inbound is probably the most effective form of marketing in existence today. Inbound marketing helps by boosting the number and quality of leads you generate...

5 Reasons Why Your Business Blog Shouldn’t Be All about You

Are you thinking about starting a business blog? Maybe you’ve been told it’s a good idea, or perhaps it’s an integral part of the new inbound marketing strategy you’ve devised for your business. Maybe you’ve been blogging for a while. One common...

5 Must-Have Sales Enablement Tools

Sales is more competitive than ever before. In a crowded market, you need to give your salespeople an edge, and more often than not, it will come in the form of good sales enablement. What is sales enablement? Sales enablement is the process of...

5 Sales Enablement Mistakes We See Too Often

Today’s business market is more competitive than ever before. Sales is often the department that organizations turn to first when they begin looking for ways to bolster revenue and improve performance. As a result, sales is often under a good deal...

Square 2 Recognized As Top Digital Agency With Honors From Clutch.co

The Clutch 1000 Recognizes Digital Agencies For Their Ability To Deliver Results Square 2 is dedicated to helping improve business outcomes. Our goal is to help our clients determine the right ingredients for their marketing, sales and customer...

MQLs: 5 Metrics To Track After Marketing Qualifies A Lead

Marketing Attribution Is About More Than Getting The Credit You Deserve As a marketer, you work every day to drive qualified leads that are great opportunities for your sales team. You test different tactics and channels. You measure your results...

5 Reasons Customer Journey Mapping Must Be Part Of Your Growth Strategy

If You Want To Grow, You’re Going To Have To Learn Some New Techniques In 2019 I know we don’t write a lot of articles about optimizing your landing pages, writing better emails or getting more followers on social media. Honestly, blog articles like...

5 Best Practices for an Effective Lead Gen Landing Page

There are many different ways you can generate leads for your business, and inbound marketing strategies often include several of these methods. One of the most common and easy-to-implement methods is the use of a landing page. What is the purpose...

Why Expert Marketing Advice Preventing You From Realizing Results?

Why Stories, Messaging And Differentiation Are The Missing Ingredients In Your Revenue Recipe I spend a fair amount of time poking around the internet, reading what “experts” are writing about, watching videos and following people who publish...

Which Sales Compensation Plan Is Right for Your Business?

Sales is a competitive department to be in. You need your team members to deliver their best performance, every single day, and you need them to continue striving towards their sales goals. Most sales team leaders are looking for ways to ensure...

How Omni-Channel Marketing Aligns Marketing, Sales & Customer Service

Why It Has To Be Everything When You’re Planning Your 2019 Revenue Strategy Omni-channel marketing has some very specific definitions, but it is most readily defined as “seamlessly integrating an organization’s channels, processes and strategies to...

5 Sales Challenges Your Reps Want Help Overcoming

There’s no denying sales is one of the most challenging jobs in your business. It’s why you make sure your team is full of people who not only have the skills but also the motivation and energy to strive for improvement every steps of the way. Not...

Are You Stacking Marketing, Sales And Service Revenue Growth for 2019?

With Only 13 Shopping Days Until Christmas, Your Planning Time Is Expiring Quickly Every client and prospect is in planning mode right now. The problem is your time to do planning is quickly coming to an end. On January 2, you’ll be in 2019, and if...

9 Predictions for the Future of Content Marketing

Content marketing has really hit its stride in the past few years. As buyers become ever more independent, they continue to seek out information on their own. Content can inform, teach, and even entertain. The best kind of content actually does all...

Content Marketing In 2019: What Major Changes Are Coming Your Way?

Content Marketing Is Changing Very Quickly; Don’t Miss Out On These Massive Moves The Content Marketing Institute (CMI), one of the best places to research the history of content marketing, has examples of content marketing that go back hundreds of...

7 Tips for More Effective B2B Demand Generation

Every business must create demand for its products and services. If no one knows your product exists, it’s unlikely they’ll ask for it or seek it out. Once you’ve made potential customers aware of the product or service, you need to convince them...

How to Start Marketing Your Small Business on the Internet

Many small businesses start out online these days, often with the owner opening up a web store or offering services via a Facebook page or a personal website. You might have started out selling crafts on Etsy, or perhaps you sell services to other...

How Pillar Pages Will Help Improve Your Keyword Rankings

Inbound marketing is constantly changing. What worked a few years ago isn’t nearly as effective today. Even techniques from last year may not be as effective as they once were. The shifts often reflect changes in both technology and consumer...

6 Experts Weigh In On How To Set Goals That Move The Needle | Square 2

If You Want To Grow, Your Team Needs To Know Exactly What You Expect What gets measured gets done. Setting goals for your company, your leaders and everyone in your organization is critical if you have any hope of growing your business. This...

5 Tools to Use Now That HubSpot’s Keyword Library Has Been Sunsetted

In early 2018, HubSpot announced it would be sunsetting its keyword library tool. The news came as a shock to many marketing professionals and HubSpot users. Over the course of six years, people had come to rely on the tool as an integral part of...

Turn Customers Into Advocates By Asking Them For Feedback

Gain Useful Insights As You Leverage Customer Enthusiasm Does your business need brand advocates? A whopping 92% of customers will trust the recommendations of friends, family, and other customers above all other forms of brand communication. Brand...

How Long Does Inbound Marketing Take to Work?

The old marketing techniques of yesteryear have fallen by the wayside. Today’s marketing professionals know broadcast techniques are largely ignored by audiences. Today’s consumer wants to be involved in the buying process and is doing their own...

Every Annual Plan Should Include These 3 Revenue Generation Drivers

Now Is The Time To Set Expectations For Revenue Contribution With 26 shopping days until Christmas, you have 26 days left to wrap up all your 2019 planning. One of the items on your list should be top-line revenue forecasting. Typically, this is a...

5 Types of Online Advertising to Consider

The world has gone digital, and the internet is the hub for billions of people around the world today. From interacting with peers on social media to conducting research to watching videos for entertainment, the internet powers daily life for many...

Sales And Marketing Dashboards: The Perfect Gift For A Great 2019

Knowing What Marketing And Sales Tactics Are Showing Results Is A Missing Ingredient In Many Revenue Growth Programs With Thanksgiving behind us, the focus is now on finishing the year strong and getting ready to kill it in 2019. This is the perfect...

5 Free Keyword Tools To Jumpstart Your SEO

Load Up Your SEO Toolkit With These Outstanding Free Tools You’ve been tasked with increasing organic traffic to your website with search engine optimization (SEO). Awesome. SEO is a great way to make more people aware of your company without having...

Is Influencer Marketing on Its Way Out?

In the last couple of years, marketing via influencers has become something of a phenomenon. Many businesses have jumped on board this latest trend, eagerly looking for the next influencer to reach their audiences. What is influencer marketing? ...

Great Web Copy: 7 Tips For Irresistible Copywriting

Captivate Your Audience With These Insider Copywriting Tips You’re staring at a blank page and you can’t fail. You need to inspire the visitors on your website to keep reading. You need to keep them engaged. You need to create a profound sense of...

Our Prediction for the Future of Selling

The world of sales has been changing rapidly over the last decade or so. The tried-and-true sales techniques of yesteryear no longer work, and even those that work today are evolving. Technological advances have been largely responsible for this,...

5 B2B Lead Generation Tactics for Small Businesses

If you’re hoping to bolster sales for your small business, you might be contemplating focusing more resources on lead generation. How do you generate leads? There are many different tactics a small business can use to boost B2B lead generation....

6 Tasty Side Dishes To Change Your Content Marketing Strategy In 2019

These Content Marketing Upgrades Will Drive Better Results Next Year Almost everyone knows you need content marketing tactics and highly relevant educational content to attract people to your company, move them into your revenue cycle and nurture...

Brand Storytelling Vs. Content Marketing: What’s The Difference?

Your Brand’s Story Is Told Through Every Interaction Customers Have With You Let’s get this out of the way: Brand storytelling and content marketing are NOT the same thing. Brand storytelling is NOT simply a repackaged way to talk about content...

Choosing The Right Marketing Tools For The Cyclonic Buyer Journey

With Nearly 7,000 Technologies Available, You Need A Laser-Focused Strategy In today’s “there’s an app for that” world, one expert has counted almost 7,000 marketing technology tools. CMOs are spending 29% of their budget on MarTech, and that...

How a Canadian HubSpot Partner Can Help You Grow Your Business

Have you been thinking about dipping your toe into the world of inbound marketing? You’re not alone. Although it might seem like almost everyone has already started using an inbound marketing strategy, there are many businesses that have yet to make...

The #1 Reason Your Sales Are Plummeting

Have you noticed your sales numbers are slipping the wrong way down the chart? Month after month, you’re posting negatives. This is despite an increase in your sales efforts or an expansion of the sales team. You know everyone’s working hard, so...

What Is A Revenue Cycle? Do You Know Your Revenue Cycle Numbers?

It Used To Be A Funnel; Now It’s A Cycle Have you been listening? The traditional sales funnel created in 1890 is dead. It no longer represents how people buy today. But if you get rid of the funnel, you have to replace it with something, and we...

10 Tips For Setting 2019 Goals That Align Revenue With Marketing And Sales

It’s That Time Of Year Again! Are Your Goals Aligned, Attainable And Funded Properly? Setting SMART goals (specific, measurable, attainable, relevant and time-based) is straightforward. Giving all of our readers that advice would be a bit below the...

4 Things Your Salespeople Need to Start Doing Right Now

Sales is a highly competitive field to be in, and as the manager of the sales team, you know not everyone is cut out to succeed here. You’ll have some superstar performers, while almost everyone else will run in the middle of the pack. There will,...

What Is Conversational Marketing? Why It’s The New Hot Thing In Marketing

Conversational Marketing Produces Results — Fast Results And Sales-Ready Results What is conversational marketing? Conversational marketing is about allowing your prospects to talk with, connect with and converse with you when and how they want, as...

What Is Marketing Operations And How It Helps Your Business Grow?

This article was UPDATED on September 20, 2021 And How Does Marketing Operations Improve Revenue Growth? Marketing operations includes the systems, techniques and technology that allow today’s more complex marketing execution to optimize strategy,...

4 Skills to Conquer to Become a Great Inbound Marketer

The majority of businesses have started to adopt inbound marketing. It only makes sense. After all, inbound marketing techniques are far more effective with today’s modern buyer than older, outdated techniques like TV and radio advertising. As a...

[Infographic] Is Your Email Subscriber List up to Scratch?

Email marketing. Is it a marketing tool that pays real dividends? Is it worth spending time on? You could ask ten different marketers and get ten different responses to that question. Is it still a useful tactic? According to 99firms, 96% of...

Your Digital Marketing Agency Should Mimic a White-Water Rafting Guide

You’re Going To See Calm Water And White Water; You Want Your Guide To Get You Through Growing your company is likely one of the most challenging tasks you’ll face in your professional career. Whether you’re the CEO and you have the responsibility...

5 Steps To Build A Solid Marketing Plan

Marketing Without A Plan Is As Effective As Building A House Without A Blueprint Our family recently went through a massive home remodel. Actually, we are still going through it – over a year later and we still have no kitchen. We started by getting...

5 Things You Need to Know about Contextual Websites

You might have heard the phrase “context is key.” While it usually means you need to understand the circumstances of a situation, the phrase is gaining more currency in marketing circles. Contextual marketing, advertising, and websites are becoming...

The Revenue Growth Checklist: Are You Ready To Grow Your Company?

See How Many Of The 10 Requirements Your Business Needs To Grow Dramatically Over the past few weeks you’ve probably noticed a steady stream of growth- and revenue-growth-related articles. There are good reasons for that, which I’m happy to share. ...

Why Your Sales Enablement Program Must Be Customer Centric

Today’s sales landscape is more competitive than ever before, and that’s why you need to focus on ensuring your team members have the tools, training, and techniques they need to succeed. What is sales enablement? Sales enablement is a philosophy...

How to Handle Inbound Lead Handoff

For most sales and marketing departments these days, lead generation is a primary task. If you want to increase sales, you need to be looking for new leads. What is an inbound lead? An inbound lead is a potential client who interacts with your...

Are You Ready To Do Whatever It Takes to Grow Your Company?

Seriously? Are You Willing To Invest, To Make Changes And To Hire Or Fire? Are You Really Ready? Put 100 company CEOs in a room and ask them to stand up if they want their companies to grow, and you’ll get 100 people proudly standing. Now ask them...

3 Tweaks You Should Make in Your Sales Department Right Now

There’s no doubt sales is competitive, and you need to stay on top of the latest trends and tactics to push conversions forward. Like most sales managers, you’re asking yourself, how can you increase sales? There are many different ways to...

Should You Expect Tricks Or Treats From A Diamond-Tier HubSpot Agency?

Not All HubSpot Agency Partners In The Diamond Tier Are Created Equally You’re using HubSpot for your marketing automation or CRM (or both). Good for you. However, you’ve been on HubSpot for over a year and you’re not sure you’re getting full...

Scared To Work With Digital Marketing Agency? Ask To Guarantee Results

The Right Digital Marketing Agency Helps You Generate Leads; The Right Revenue Growth Agency Can Transform Your Business If you’re about to contract with a digital marketing agency, there’s a lot to be scared about. You might not like them. They...

No Time for Online Marketing? Work with a HubSpot Partner in Toronto

It’s no secret that today’s marketing departments have a lot on their shoulders. In fact, most professional marketers don’t feel they have adequate time to do everything they need to in order to pull off successful campaigns. Online marketing is...

How to Spend Marketing Budget in an Online World

Many professional marketers feel they don’t have the budget they truly need to accomplish everything they want to do. In most cases, you’ll simply need to make do with whatever you’re given from management. Even if you feel it isn’t enough, knowing...

What Is A Revenue Growth Agency?

Who Hires A Revenue Growth Agency? What Do They Do? Why Would We Want One? Marketers love to label things, and we’ve gotten good at labeling our own agencies — digital marketing agency, inbound marketing agency, website design shop, SEO firm, sales...

The Unspoken, Shocking Truth About Building a Revenue Growth Machine

What Other Agencies, Software Companies And Consultants Don’t Want You To Know With Halloween right around the corner, it’s time to pull out all of the references to ghosts and goblins. But there is something very scary going on right now, and if...

The Ongoing Delivery Stage And Turning Customers Into Raving Fans

Looking For Revenue Growth? Start With Your Current Customers For The Fastest Results We’ve come to the end of our blog series on diving deep into the eight stages of the Cyclonic Buyer Journey™. I’ve enjoyed sharing details, and I hope you’ve...

What Are Some Great Selling Techniques in Today's Digital Age?

Technology has changed the way people buy things, and with it, consumer expectations have changed quite a bit. People are now more likely to conduct research before talking to a sales person, and they’re more skeptical of advertising and marketing...

The Decision Stage And Closing New Customers

It Might Be The Most Important Stage And The Most Often Overlooked Stage It’s the culmination of weeks, months and, for some companies, years. You’ve worked so hard to get your prospect to this point in your sales process. To lose them now would be...

5 Steps to Thorough Competitive Research

There’s no denying that today’s business landscape is highly competitive. If you want to get ahead, you’ll need to leverage all the advantages you have. To that end, you need to conduct a competitive analysis. What’s in a competitive analysis? A...

How to Test Smart CTAs in HubSpot

One of the staples of any good marketing strategy is a great call-to-action. Without it, your potential lead will likely just drift away. Instead, the CTA tells them the next steps and encourages them to take those steps to continue the process....

Everything You Need To Know To Implement Conversational Marketing

The latest buzzword in the sales and marketing world is conversational marketing. Unless you’re living off the grid, you are likely seeing the term on your LinkedIn feed, in your favorite blogs and anywhere else you get your sales and marketing...

The Rationalization Stage And How You Can Shorten The Sales Cycle

This Little-Known Stage Might Be Why You’re Not Closing More New Customers I talk about it a lot with clients, but most of the so-called marketing and sales experts tend to skip right over this important point. People make their purchase decisions...

The Evaluation Stage And How You Hand Off To Sales Is Critical

It’s Down To Three: You’re In The Running, And It’s Up To Sales To Keep Them Moving Your marketing performed as well as expected. You interrupted your prospect’s status quo, you got them to be aware of new solutions, you helped them consider all of...

5-Step Process to a Successful Inbound Marketing Campaign

You’ve no doubt heard some of the buzz about inbound marketing campaigns by now, and you’re likely looking to create your own. Before you can begin, however, you need to know the difference between inbound and what you’re already doing. What is...

2 Big Mistakes You're Making That Will Kill Your 2019 Revenue Growth

How You Handle These Two Strategic Decisions Will Decide Whether You Miss Or Make Your 2019 Revenue Goals This is an interesting time of year for CEOs and for marketing and sales pros. We’re in the fourth quarter and everyone is trying to finish the...

5 Essential Ingredients to a Successful Sales Team Meeting

Meetings are something of a necessity when it comes to your sales team. Most people have less-than-enthusiastic opinions about meetings. Meetings can be tedious, take up too much time, and even be counterproductive. Of course, most of these things...

SalesHub and Square 2 Join Forces to Offer Services for Revenue Growth

Leading HubSpot Partner Agencies Merge to Attack Canadian Market and Offer More Integrated Marketing And Sales Services Toronto, Canada – SalesHub, one of HubSpot’s top sales enablement agencies, is joining forces with Square 2 Marketing,...

How to Ensure You’ll Fail to Meet Your Sales Quota

It’s no secret sales is a demanding and competitive industry to be in. It is one of the reasons sales is set up with so many goals, including sales quotas. Whether you’re the sales manager or an individual member of the team, quotas are likely an...

Square 2 & SalesHub Merge To Offer Clients Services To Drive Revenue

Leading HubSpot Partner Agencies Merge To Attack Canadian Market And Offer More Integrated Marketing And Sales Services Conshohocken, PA – Square 2 Marketing, one of HubSpot’s largest and most successful partner agencies, is proud to announce it is...

The Consideration Stage And Turning Prospects Into Sales Opportunities

You’re Still In The Early-Stage Buyer Journey; What You Do In This Stage Will Make Or Break Deal Flow A lot of funnel models have the Consideration Stage identified, but do people really know what to do with prospects in this stage or do they simply...

The Education Stage And How To Move Prospects Along

It’s Easy For Prospects To Get Stuck In This Stage; Learn How To Move Them Along And Closer To Close When we created the Cyclonic Buyer Journey™, it was with this Education Stage in mind. Just think back to the last time you were doing some...

5 Business Benefits of Giving Love to Your Existing Customers

Customer delight goes beyond satisfying customers—you should be exceeding their expectations. They aren’t the only ones benefiting from your efforts to please them, however—your business benefits, too. Here’s how showing your existing customers love...

The Cyclonic Buyer Journey Series: How To Drive Awareness-Stage Leads

Now That Prospects Are Aware Your Products Or Services Might Represent A Better Way, How Do You Respond? You did it — you successfully disrupted your prospect’s status quo and they’re aware that you and your company exist. They are aware there might...

What Is HubSpot?

Today’s sales and marketing departments have so many different tools at their disposal, and almost all of them are designed to make your job easier than ever before. You’ve probably heard of a few of them, and you might be using some of them in your...

The Pre-Awareness Stage: How to Engage Prospects Who Don't Know You

If You Know Your Top Prospects Or You Have A List Of Targeted High-Value Prospects, This Is Where Their Buyer Journey Will Begin For years, people practicing inbound marketing thought they had to wait for prospects to find them. Then they realized...

4 Ways to Fail When Creating an Inbound Marketing Campaign

Inbound marketing’s effectiveness in an age of limited consumer attention and increasing brand skepticism has made it the most popular way to market in the 21st century. What is the inbound marketing methodology? Inbound marketing focuses on...

7 Steps For Creating Your Own Podcast

Lessons Learned From A First-Time Podcast Producer Considering starting your own podcast? First, let’s look at the stats: More than 550,000 podcasts are available for listening in over 100 languages (Variety) Over 18.5 million episodes have been...

6 Tricks to Turn Strangers into Customers and Customers into Advocates

Generating Revenue Is Complex, But Break It Down And You Get To Simple Moves We talk a lot about how complicated revenue generation is and how many elements make up the machine that drives month-over-month revenue generation. But when you simplify...

How to Spend Marketing Budget the Wrong Way

Most marketers feel they don’t have the budget to do everything they want to do. You may finally get approval to start inbound marketing, only to find the funds have merely been reallocated from one portion of the marketing budget to another. ...

How To Define Success When You Work With A Digital Marketing Agency

Beauty Is In The Eye Of The Beholder, But Agreement Is The Key You’re looking for an agency to help you with your company’s marketing. Maybe you’re looking for an agency or consultant to help you close some deals. Perhaps you’re looking for a...

I Hate Cold Calling. What Should I Do Instead?

Many marketing pundits have declared the cold call dead. “Good!” you’re likely saying. “I hate cold calling!” You’re not alone. Today, sales professionals and leads alike seem to have developed a severe antipathy for this time-honoured outbound...

7 Stats That Prove Email Marketing Works

In the age of social media, you may be asking, “Why is it important to use email marketing?” The answer is email marketing works. Despite rumors about declining effectiveness, the numbers still show email marketing is one of the most important...

The 4 Rs Of Advocacy Marketing And Why You Need Advocacy To Drive Revenue

Referrals, Reviews, References And Requests: Learn How To Activate Your Customers The world has shifted. What was up is now down and what was down is now up. Did you notice? If you think sales is the key to revenue growth, you’rewrong. Customers...

What to Do When You Have High Turnover in Sales

Sales is a demanding job. Some sales representatives are stellar performers who seem to excel in the face of every challenge. Other members of your team are less motivated to be star performers, and most people shake out somewhere in the middle....

Revenue Growth Requires Technical Skills: The Key to Driving Results

If Revenue Isn’t Going Up, It’s Because You Lack The Skills, Tools And Experience Required Tradecraft (within the intelligence community) “refers to the techniques, methods and technologies used in modern espionage ... and generally as part of the...

8 Benefits of Inbound Marketing That Will Change Your Perspective

Inbound marketing has become a staple of most marketing departments today. Over the course of the last 10 years or so, more marketers and business leaders have turned their attention to inbound strategies. What they’ve realized is inbound marketing...

5 Ways to Improve Customer Relationships

How do you convince people to partner with you? The focus has been shifting to customer service and customer relationships. In fact, some business leaders believe customer service is the last frontier for businesses looking to differentiate...

What's One2One Methodology For Driving Customer Relationships At Scale

Think Like Disney, Market Like Netflix And Act Like Zappos (Amazon) To Drive Revenue I want you to think about your best purchase experiences. Most of the amazing examples are consumer related, because that’s where the real pressure to provide great...

Why Collaborative Selling Is Elevating Sales Team Success

Every sales team manager wants to drive success for individual reps and the team as a whole. As competition continues to intensify, you need to introduce new techniques and tactics, and you need to be sure you’re providing your teams with the tools...

Why You Shouldn't Fire Your Digital Marketing Agency?

Treat Your Agency Like You Would Treat A VP Of Marketing Or CMO Bad news for marketing leaders at companies: The average tenure of these leaders is 44 months, as reported last year in the annual analysis from Spencer Stuart. This is not surprising....

Stop Hit-Or-Miss Marketing With This Mistake-Proof Marketing Strategy

Marketing Has Only One Objective: Generate Leads If you’re investing money in marketing and getting trade show booths, collateral, websites or email campaigns, you’re experiencing what we call “hit-or-miss marketing” — a series of activities that...

4 Fears and Doubts about Inbound Marketing That Are Holding You Back

The world has gone to inbound marketing in the last few years. More and more businesses have made the switch from an outbound-based strategy to an inbound strategy, and most are realizing the benefits of making this switch. What is inbound...

Why Guaranteed SEO Is a Myth

Advancing technology has brought several revolutions to the marketing department. From mobile optimization to social media marketing, technology has made marketing both infinitely easier and so much more challenging at the same time. There are...

8.5 Secret Ways To Connect Content Marketing With SEO

To Some Experts, Content Marketing And SEO Are One In The Same I’m a big fan of Neil Patel. On his blog, he recently wrote an article about content marketing and search engine optimization being completely tied together. I could not agree more. It’s...

Want Leads But Lack Budget For Marketing? Fire Your Worst Salesperson!

One Simple Move Can Free Up Enough Budget To Fund A Year’s Worth Of Lead Gen It’s a common problem. You want to grow and you need more leads, but you didn’t budget or can’t budget enough for marketing to really drive results. No worries. I have a...

5 Ways to Increase the Size of Your Funnel

Your sales funnel is the key to sales success in your business. The more robust your funnel is, the better your chances of closing deals and generating revenue. Since the buying process has changed so drastically in the last few years, sales...

The Shocking Insights Uncovered During My Session At INBOUND 2018

Session Attendees Unveil It’s Worse Than I Thought – You’re NOT Meeting Revenue Goals It’s always risky when you ask the audience attending your talk to answer a question. If they give you the wrong answer, your talk can get off on the wrong track...

HubSpot Announces Shiny New Features At INBOUND 2018

Christmas Comes In September As HubSpot Rolls Out New Features For Their Marketing Automation Suite The Square 2 Marketing team looks forward to HubSpot’s INBOUND conference every year as excitedly as a kid looks forward to Christmas. Like...

Demand Generation Is A Quality, Not Quantity, Game

The ultimate goal of marketing is to get your leads into the end zone. The way to do that and examine why demand generation should be a quality game, not a quantity game. As more and more companies focus on sales and marketing alignment around...

5 Inbound Marketing Myths You Can Ignore

Marketing has undergone a radical shift in the past decade or so. Inbound marketing has scarcely been around much longer than 10 years, but it’s become a major force in marketing departments around the world. Business leaders and marketing...

The Biggest Lead Nurturing Mistakes You’re Making Right Now

Generating leads is a big concern for sales and marketing teams in many different industries. Discovering new audiences who may be interested in the product or service you offer is a huge step towards increasing sales and driving revenue. Once...

Growth Demands Discomfort And Other Big Insights From #HYPERGROWTH18

Brands And Marketers Must Embrace Change Or Risk Obsolescence On a repulsively hot early September day on the Boston waterfront, approximately 4,500 sales and marketing professionals gathered for #HYPERGROWTH2018, a marketing conference presented...

Top 3 Ways To Optimize Your B2B Facebook Strategy In 2018

Earlier this year, the public’s perception of Facebook shifted after a historic data-harvesting scandal. According to an article in Business Insider, the platform’s user growth is showing signs of a plateau for the first time in its history. Still,...

How to Build a Loyal and Engaged Following for Your Business Blog

Finding a way to connect to and engage with your audience is one of the most important things you can do to grow your business. With so much competition out there, customers are far less loyal than they used to be. They can easily be drawn to...

How To ABM: Strategies From The 2018 FlipMyFunnel Conference

Finding The Right Balance Between Effort And Results It’s clear that account-based marketing (ABM) is here to stay, but marketers seem as confused as ever. At the 2018 FlipMyFunnel one-day conference in Boston on August 8, Sangram Vajre of Terminus...

Create Content That’s Salty And Sweet

Help People Get The Answers They Want While Improving SEO With some things, I’m a purist. I like my coffee black and my chowder from New England. But there are times when something really good can be made even better through simple addition. Dark...

Inbound Marketing Mistakes That Are Costing You Money

At first glance, inbound marketing seems quite easy. You may even think you can manage it on your own or learn on the fly. One thing most marketers quickly discover, however, is that there’s a lot more to know than meets the eye. Many marketers...

How Inbound Marketing Can Solve Your 8 Biggest Business Challenges

Today’s business environment is more competitive and challenging than ever before. As the market continues to grow more competitive, companies must become more flexible and savvy to stay afloat. Businesses across industries face many of the same...

Smash The Funnel – The Podcast: 10 Interviews With 10 Industry Icons

Experts Share Ideas On How To Respond To Today’s Chaotic Buyer Journey And Drive Revenue Earlier this year, we decided we wanted to open up a new channel to provide the sales and marketing community with insights, tips and tools on how to...

4 New HubSpot Features Inbound Marketers Are Excited About

It’s another exciting year to be involved in inbound marketing. The field is evolving fast, so marketers need to stay on their toes. Automation, artificial intelligence, and even changing consumer search preferences are driving evolution in the...

HubSpot CRM Vs. Salesforce: Which Is Right For Your Company?

You Know You Need A CRM, But Which One? This Article Will Help You Figure It Out Any company looking for aggressive revenue growth needs a CRM to help manage and gain insights into how new customers are acquired. Whether you have one you hate, have...

Sales Consultants Only Have A Partial Perspective On Revenue Generation

Hiring A Sales Consultant To Help Your Company Grow Revenue May Make Sense On Paper, But Here’s Why It Might Not Work Before everyone goes crazy responding to my inflammatory statement, understand that I’m sure in some situations a sales consultant...

What Will Inbound Marketing Look Like in 10 Years?

It’s hard to believe inbound marketing has already passed its 10th birthday. The techniques and tactics that were so new a decade ago have now been mastered and reinvented several times over. That may be one of the most beautiful things about...

Content Marketing Is Harder Than Ever Before AND What To Do About It

Look At The Leaders In Content Marketing For The Secrets To Success It’s no secret content is the fuel for the marketing engine today. It’s no secret sales teams that use content strategically close more deals and close them more quickly. It’s no...

6 Key Preparations to Make before Implementing Inbound Marketing

Inbound marketing has completely changed the way marketing teams operate today. The shift from older outbound tactics has been profound. More business leaders and marketers have discovered just what an inbound strategy can do for their businesses,...

12 Must-See Sessions at INBOUND 2018: A Guide for Savvy Attendees

So Many Speakers, So Many Sessions, Such Little Time: How Do You Decide? I’ve been to seven INBOUND conferences. Each year, they get more exciting, with more content, more sessions, more speakers and more confusion about how to best optimize my...

Hiring Bad Sales Reps? 4 Signs It’s Time to Transform Your Sales Team

Your business can only be as successful as your sales team. It’s why you want to make sure you’re employing the best and brightest for your sales team. To make sure you’ve got the right people on board, you’ll want to look for the qualities that...

3 Key Performance Indicators Every B2B Business Should Be Measuring

Marketing Is A Science — And A Conversation Data is critical for measuring marketing success. But getting too caught up in metrics can distract from the primary goal of marketing, which is to engage in a conversation with potential leads. Using...

[Infographic] 72 Fascinating SEO Stats for 2018

The internet has changed quite a bit since it was first introduced in the late 1980s and early 1990s. Today, the internet connects people all around the world, and it’s changed how they conduct daily activities such as shopping and communicating...

The Art and Science of Executing Effective Inbound Marketing in 2018

Recent years have seen inbound marketing grow exponentially. Now it seems as though almost every marketer is using at least one inbound technique or another, and those tactics are constantly in flux. With so much change, it can sometimes be...

4 Easy Improv Exercises For Better Creative Brainstorming

Coming Up With Your Next Great Idea Doesn’t Have To Be Torture Time for a creative brainstorm… For many marketers, executives, product developers and even creatives, these words inspire abject terror. Their skin begins to crawl at the idea of...

Content Is King: 5 Tips To Stack Your Writing Deck

Content Marketing Doesn’t Work If Your Writing Makes You Look Like A Joker The right content on your website can attract visitors, establish your credibility and build trust. The wrong content on your website can drive people away with a permanently...

How To Get The Right CRM So Your Company Grows

Customer relationship management (CRM) software for your company is no longer optional. You must have CRM. Today’s buyer journey and the requirements for your sales effort are far too demanding. Your homegrown industry system or old-school tools...

How to Increase B2B Website Traffic

One of the goals of any marketing department is to get the word out about the company, service, or product on offer. The internet has created many new ways to relay the message to potential customers. Most of these methods come with a lower price...

Fire Your Marketing Team, Sales Reps, Marketing Agency AND...

Replace It All With A Revenue Team And Revenue Growth Model A few weeks ago, I read a blog article from a VP of marketing who was sharing how they track and manage each tactic in their own marketing portfolio. While the metrics aspect of the article...

6 Ways Video Improves Your Close Rate For Highly Qualified Prospects

Sales Is Undergoing Its Own Digital Transformation; Get On Board Now! Marketing is changing faster than ever before. Email marketing, social media, websites, search and content have been in hyper-growth modes for the past few years. Even for...

The ROI of Inbound vs Outbound Marketing

Inbound marketing has become something of a buzzword in most marketing departments today. It brings clients to you through the use of online marketing tactics such as pay-per-click, search engine optimization, content marketing, and more. Many...

A Quick Start Guide To What’s New In Website Optimization

Digital Marketing Is Changing At Breakneck Speed; Don’t Be Left Behind If your website is more than 24 months old and you haven’t been making ongoing changes or upgrades to the site, it’s likely underperforming dramatically. If you’re watching the...

The Sales Enablement Content Your Team Needs to Succeed

Historically, marketing’s content hasn’t met the sales department’s needs. Inbound marketing is helping to solve the challenge. What content do sales teams need? Sales teams need the right content to appeal to customers. This includes custom...

4 DIY Strategies To Help Your Website Generate More Traffic Quickly

Help People Discover Your Site With These Tips Your new website finally went live. Congratulations! After spending countless days and sleepless nights building your site from scratch, you’re finally ready to open the doors and let people in. But...

Brewing A Potent Content Strategy: 5 Questions You Must Ask

Effective Content Marketing Starts With Knowing Where To Focus Content is the lifeblood of successful marketing. But your content “strategy” has to be a lot more than simply “let’s create some content and see what sticks.” Expecting great results...

Understand the Customer Buying Cycle to Sell Smarter and Faster

Ask almost sales professional today and they’ll likely tell you the same thing: The buying process has changed. Today’s customers don’t make their purchases the same way. Technology has driven many of the changes sales professionals are reporting....

Sell' Is A Dirty Word: A Step-By-Step Guide On How To Replace Selling

Look Up “Sell” In The Dictionary – It’s A Dirty Word: Embrace The Evolving Nature Of Sales And Make Major Changes Today I’m sure this article will generate come conversation. Some people will passionately agree, and other people will passionately...

5 Must-Have Features of an Inbound Marketing Website

Inbound marketing has become the way of the world. It makes a lot of sense when you think about it. Inbound marketing is more effective and more cost-effective than older outbound marketing techniques, such as magazine ads and television spots. In...

Want A Quick Spike In Leads? Try A Buyer Journey Methodology Map

A Map Helps You Get Where You’re Going; A GPS Works Even Faster And Better If you’re not getting enough leads, no worries. If you’re getting leads but you need more leads, no worries. If you’re not getting any leads and you don’t know why, no...

Why We Don’t Use The F-Word At Square 2 Marketing Anymore

The Traditional Sales Funnel Is Over 100 Years Old, And It’s Time For Retirement No, I’m not talking about the curse word that starts with “F.” I’m talking about “funnel,” and we’re no longer using the word funnel internally or externally with...

Analytics Your Salespeople Need to Be Using to Sell Smarter

One of the greatest advantages a business has today is the ability to collect and analyze mass amounts of data. Big Data has become a buzzword in many business circles over the last few years. While some people might feel there’s a lot of hype...

A Simple Way To Perfectly Blend Inbound Marketing And Outbound Marketing

Inbound, Outbound, Upbound Or Downbound: Who Cares What You Call It The days of pure inbound marketing are over. It’s rare these days that we’re working with any clients on engagements that don’t include a strategically designed set of tactics that...

How to Use HubSpot’s New Content Strategy Tool

The way consumers search has changed. As a result, search engines like Google have had to change the way they deliver results to continue to provide the best user experience. What does this mean for marketers? We need to adjust our search engine...

Marketing Regulations? Coming To America!

GDPR In California, The Future Of Marketing Will Be REGULATED! It was just a matter of time. In this article, published on April 12 of this year, we predicted the U.S. would start considering, and certain states would likely be passing, GDPR-related...

The Future Of Facebook And Why You Need A Multi-Channel Marketing Strategy

You Should Never Put All Of Your Marketing Eggs In One Basket Clearly, choppy waters are ahead for the largest social media marketing company on the planet. But I’m not concerned about their security or privacy issues — I’m much more concerned about...

When Should a Business Invest in Inbound Marketing?

Trying to decide when to invest in inbound marketing? Well, I’m here to tell you that time is right now! No matter your industry, the size of your company, or how long you’ve been in business, there is no better time than the present to start...

So Many New Marketing Tactics, Tools And Technologies, Oh My!

How Can Anyone Be Sure What To Do And When To Do It? Square 2 Marketing was founded on one simple principle: Help people get better at marketing, sales and revenue generation in general. Back in 2003, we kept meeting really smart business leaders...

7 Ways to Boost Your Website Conversion Rate

Even if a ton of visitors are making it to your website, if that traffic doesn’t convert, it’s not much use to your sales team. In this article, we go over seven of the top ways you can boost your website conversion rate. 1. Make It Easier to...

Trend Alert: GIFs and Email Marketing Unite

Readers will be pleasantly surprised when they open their next email. Marketing professionals are now engaging leads with well-placed GIFs in their email communications, keeping them interested and engaged with what they have to say. Discover how...

5 Tips For Writing Email Copy That Converts

In A World With Overstuffed Inboxes, Your Copy Needs To Stand Out Workers are increasingly flooded with emails. A Carleton University study last year found that on average people send and receive 111 business-related emails per day, more than a...

The Inbound Marketing and Sales Tools We Couldn’t Live Without

While inbound marketing may be one of the most cost-effective means of promoting your business, it isn’t without its own challenges. Thankfully, there are many tools and software programs available to make your job that much easier. We swear by...

Developing A Compelling Core Value Proposition

A Powerful Story Is Essential To Customer Acquisition And Engagement It’s harder than ever to get the attention of your prospects and customers. According to the American Marketing Association, “the average consumer is exposed to up to 10,000 brand...

3 Tips For Creating Late-Stage Offers That Drive Revenue

If you’ve developed a solid content strategy, you’re nurturing leads through the buyer journey with no-risk and low-risk offers, providing them with educational content and disrupting their status quo by speaking to their specific pain points. What...

7 Factors That Will Make or Break Your Inbound Marketing Success

When you think of inbound marketing, it makes sense to think of it as a puzzle. It isn’t just one type of marketing, but multiple strategies and channels that come together to form your overarching marketing initiative. This can include content,...

4 Pillar Page Mistakes to Avoid

Pillar pages are an important part of building an organized website and increasing your search engine rank. Due to algorithm changes, you need pillar pages in your SEO strategy today. If you’re just getting started building your page, or you’re...

Everything Marketers Need to Know about Topic Clusters

Topic clusters are an important component in today’s content marketing strategy. If you work in marketing, keep reading to discover everything there is to know these clusters. Creating Clusters Examine your existing content and see how you can...

A Step-By-Step Guide To Selecting The Right CRM Software

There Are Many Choices When It Comes To CRM, But Only One That’s Right For You Customer relationship management (CRM) software for your company is no longer optional. You must have CRM. Today’s buyer journey and the requirements for your sales...

How Long Will It Take to See Content Marketing Results?

We live in a fast-paced world. People expect to see results as quickly as possible, but sometimes, the best things take time. The same can be said for content marketing; business owners and marketers want to see results within hours of posting. ...

7 Signs It’s Time to Update Your Website

Your website is often the very first place customers will go to learn about your business. Keeping your website updated is one of the most important steps in attracting customers and creating leads. As web development changes rapidly, there are...

8 Killer Ways to Use Chat to Drive Leads, Sales, Customers and Revenue

B2C Websites Are Redefining The Visitor Experience And Raising The Bar On Responsiveness Your grandfather’s chat tool is a thing of the past. Today, almost everyone has bought or interacted with companies via chat. It’s one of the more acceptable...

Inbound Marketing Agency Vs. Traditional Digital Marketing Agency

What’s The Difference, Why Should You Care And What Should You Expect From Both? Over the past few years, there has been a lot of conversation about inbound marketing. Is it a real thing? Isn’t it just part of solid online marketing? While we...

Google Loves an Organized Website: Pillar Pages Can Help

You can always count on Google to keep you on your toes. Ever since it’s conception, Google has been relatively secretive regarding the way the search engine operates. With a few hints and trial and error, marketers have caught on to some of the...

Why LinkedIn Is The Worst Of What's Wrong With Marketing Today

What Is LinkedIn’s Role In The World Of Marketing? Anyone else feeling like LinkedIn has become a dumping ground for unsolicited, unproven, unfocused and continuously unhelpful information? I know that social media is in a bit of a holding pattern...

5 Ways Your Sales Team Can Write Better Sales Emails

The average person receives 88 emails per day. In a sea of companies just like yours trying to reach the same customer as you, how can your sales emails stand out? Whatever you call yourself: sales rep, entrepreneur, or master of all trades,...

How To Turbocharge Your Email Marketing Results With Intelligent Execution

Email Campaigns Can Produce Dramatic Results If You’re Smart About The Campaign Specifics We all have examples of bad email marketing campaigns. I just had one this morning. No links, no compelling messaging, no personalization, no list segmentation...

Leverage Clickbait, Linkbait, and Viral Content in Your SEO Campaigns

How can I rank at the top of Google’s search results? How do I create viral content so that my website will get more views? How do I get other blogs and websites to link back to me? Any of these questions sound familiar to you? Most websites, if...

4 Marketing Buzzwords That Need to Be Eliminated from Your Vocabulary

Marketing buzzwords are short words or phrases that help convey big ideas. Words like omnichannel support, customer-centric service, and inbound marketing are game-changers that improve the reach and credibility of your marketing efforts. However,...

4 Common Website Mistakes That Harm Your Reputation — and Your Bottom Line

A strong online presence requires a plethora of things to work in synergy. Social media marketing, SEO, and online advertising are some of the critical components of a successful online presence. However, at the center of a strong digital presence...

How AI Is Reshaping What You Expect From Your Digital Marketing Agency

Too Much Data Exists For Humans To Efficiently Provide The Guidance You Need We’re a long way from Skynet taking over the world, and we’re a long way from having software eliminate the need for human beings to be part of the marketing, sales and...

4 Reasons to Partner with a Canadian HubSpot Partner

You're one of the few brave ones. You have what it takes to start a business. You pour everything you have into one brilliant idea, and you'll do whatever it takes to transform it into a thriving business. This is your one shot. It has to work! ...

Why Sales And Marketing Strategy Is Everyone's Responsibility

One Role Or One Person Can’t Drive Strategy When It Comes To Revenue Growth When results start to stagnate or decline, the first move is to double down on tactics, but the tactics are incredibly complex and multi-faceted. Plus, in some cases, they...

Why Every Content Strategist Needs to Understand Topic Clusters

Content strategy is important. Whether you’re a content strategist or you head the content team, you need to be on board with evolving marketing techniques to create effective materials and attract customers. Enter topic clusters. They’re changing...

Growing Your Company Might Mean Having To Be A Great Follower First

Sometimes Following People Who Have Done What You're Trying To Do Is The ONLY Path Forward On Wednesday, we celebrated our country’s independence. Many people have fought for our country, and many continue to fight for us to have the rights and...

Why a Facebook Ad Strategy Is More Important Than Ever

Unsure what a Facebook ad is? Here’s how Facebook ads work. It’s never been more important to implement this technique in your marketing strategy. Keep reading to learn why. You Can Build Your Ads around Your Goals Facebook ads are built around...

10 Landing Page Upgrades To Produce Lift In Conversions Overnight

Run These As Experiments Against Your Baseline Performance For The Most Dramatic Results At Square 2 Marketing, we run a ton of tests and experiments every month. Those test results are shared across the entire team to help us build...

What to Do If You’re Not Getting Anywhere with HubSpot CRM

Your company, looking for a new edge to encourage more leads, more sales, and a higher level of professional skill, invested in a new customer relationship management tool to maximize inbound marketing and sales. At first, you were quite excited...

7 Factors That Affect the Price of Inbound Marketing

So you’ve decided to adopt inbound marketing—congratulations! Inbound marketing, the method of drawing in interested customers to your site rather than pushing them toward it, is quickly become a new standard in marketing, now and into the future....

A Growth Agency Keeps You Accountable For Hitting Revenue Goals

Trying To Grow Your Company Is Hard If You’re On Your Own The Association for Talent Development (ATD) did a study on accountability and found that if you commit to someone, you have a 65% chance of completing a goal. If you have a specific...

7 FREE HubSpot Lessons (under 30 Minutes!)

HubSpot lessons are a great way to master a specific marketing or sales area in under 30 minutes. Completely free, these lessons are the best way to learn about a brand-new topic or give yourself a quick refresher on something you already know....

The Marketing Epidemic Hitting Every Company And Most Digital Agencies

"Marketing Tactisia" – Not Knowing What To Do And When To Do It We keep seeing more and more data on marketing delivering low ROI, sales reps and companies missing targets, and a lot of conversations concerning what to do about it. Neil Patel...

Digital Marketing Agency Delivers Strategy and Analytics In Single Day

Square 2 Marketing And Local Nonprofit ACHIEVEability Work Together As Part Of Company's Square 2 Gives Back Program Press Release: Conshohocken, PA, June 27, 2018 – “Strategy before tactics” has been a mantra at Square 2 Marketing since the company...

What Is Pillar Content?

To even the bravest of content creators, pillar content can be a scary concept—think about the daunting task of writing 5,000+ words on just one topic. This is too bad because pillar content has been part of a major shift in the world of inbound...

5 Effective Ways to Shorten the Sales Cycle and Increase Your ROI

One of the critical marketing goals is to shorten the sales cycle without an up-front sales investment. A shorter sales cycle means more time to generate additional leads. This will ultimately lead to an improved bottom line. A faster sales cycle...

How Does Your Digital Marketing Agency Keep Up To Speed On The Latest?

The Pace Of Innovation Is Picking Up Speed — How Does Your Team Keep A Pulse On All Of The Changes? There are two weeks of the year that I just love. Both of those weeks involve having our entire Square 2 Marketing team in the office working on...

5 Things about the New Meetings Module in the HubSpot Marketplace

The HubSpot Marketplace is a powerful aspect of HubSpot’s all-in-one sales and marketing software. The Marketplace allows businesses to choose from thousands of templates for customization of a website, complete with email, landing page, and blog...

The Importance of Lead Management for a Remarkable Buyer Experience

How You Talk To Qualified Leads Might Be The Difference Between Hitting And Missing Goals If you’ve been following our blog, you know we’ve leaned into the idea that today’s revenue generation is all about aligning marketing and sales to produce a...

What You Need to Know about HubSpot’s E-Commerce Integration with Shopify

INBOUND 2017 unveiled HubSpot’s e-commerce integration with Shopify. Shopify, an e-commerce platform used by small and medium-sized businesses to sell their products and services, has combined with HubSpot, a CRM software company that helps...

Why Common-Sense Sales Leadership Is Not Common At All

As most of us learn in time, French philosopher Voltaire was right when he wrote, “Common sense is not so common.” Likewise, common-sense sales leadership and sales management skills are actually uncommon aptitudes in the small- to medium-sized...

What the Future of B2B Inbound Marketing Looks Like

Marketing strategist David Meerman defines inbound marketing as a strategy that allows marketers to turn strangers into website visitors, nurture leads, and convert them into customers. Unlike the traditional push marketing strategy, inbound...

Why You Need to Start Focusing on Topics Instead of Keywords

Keywords used to be the “be all, end all” for top search rankings. That’s no longer the case. New technology, search engine algorithms, and consumer behaviours have impacted search results. It’s time to centre searches around topics to ensure your...

Is Cold Calling Dead?

I’m Not Sure Everyone Understands The Question Earlier in the week, David Cancel, CEO of Drift, posted a question on LinkedIn: “Is cold calling dead?” When was the last time you bought anything from an inbound cold call? The response was very...

How to Increase Organic Traffic to Your Website

Whether they’re clicking past pop-ups on their smartphone apps or scrolling through promoted links during a regular Google search, internet users have become increasingly apathetic to advertising on every platform. In fact, a recent Forrester survey...

Clutch Finds Digital Marketing Agency Tops In 8 Categories

Verified Reviews Reveal Square 2 Marketing Is One Of The Best In The Digital Marketing Space Revenue generation is more complex than ever before. The buyer’s journey your prospects are engaged in includes stormy seas and chaotic conditions. The days...

[Infographic] A Timeline of Google’s Major Algorithm Updates

Google consistently updates its algorithms to provide a better experience for users, and each update comes with its own unique effects for marketers. Recent updates have required a significant shift away from keywords and towards pillar pages and...

Companies Still Dropping The Ball With Inbound-Marketing-Generated Leads

Sales And Marketing Alignment Is Key To Creating The Remarkable Prospect Experience It happens more regularly than it should. Clients hire us to generate leads, and we generate leads, only to realize the sales team is not prepared to handle the...

7 New HubSpot APIs That Are Now Available

HubSpot is well-known in the business world as an all-in-one platform for your marketing and sales needs. You can manage your marketing, sales, and service via HubSpot, eliminating the need for using several third-party solutions that might not work...

Why Buyer Personas Are More Important Than You Think

Are you a business owner who has tried all known tricks of the trade, but you still can't make your business recover from a scary slump? If so, you need to embrace the new and forget the old way of doing business. Customers’ preferences have...

Do You Need A Sales Consultant Or A Sales Builder?

When sales lag, profits are down and past success isn’t likely to be replicated with your current sales methods and personnel, it begs the question: Do you need a sales consultant or a hands-on sales builder? The answer depends on where your...

How to Optimize Your Content for Voice Search

Voice search will soon be the norm. Even if typing questions into a computer never completely disappears, voice search is a new way for users to get answers quickly. It’s time to make sure your content is ready for voice search. Here’s how. ...

The Death Of Social Media As A Lead Generation Tool

Ask Any Social Media Expert: Social Media Marketing Has Jumped The Shark Let’s get this conversation off on the right foot. If you’re Gary Vaynerchuk or you’re promoting socks, then social media is probably perfect for you. But for the rest of us,...

The Agency Of The Future Is Here Today!

You’ve Been Looking For An Agency To Help You Grow Your Company, And You Finally Found It You might be looking for a digital marketing agency, you might be looking for a sales consulting company, or you might be looking for a website design shop or...

HubSpot Has Made Adding a Chatbot to Your Website Easy

By now, with all the artificial intelligence (AI) buzz from late 2017 onward, you’re probably well-aware of how compelling consumers find the idea of having an assistant like Alexa or Bixby streamline their day’s activities. This AI excitement...

[Infographic] 15 Pillar Page Best Practices Every Marketer Needs to Know

Your old marketing methods don’t work anymore: It’s time to start thinking about pillar pages for your content. Think of the pillar page as your umbrella for all other pages related to it. It’s the starting point for your visitors. Ensure you’re...

Difference Between Digital Marketing In-House Vs. With An Agency

Doing It Yourself Might Be Harder Than You Think The economy is booming today, so people are hiring. When it comes to your digital marketing strategy and digital marketing execution, it might seem obvious that hiring is your best option. You get...

Has Your Sales Team Conducted A Client Check-Up Lately?

When you go to a doctor for a routine check-up, you might have several reasons for going, including: Discovering and addressing any significant changes in your physical condition Keeping your doctor informed regarding any external factors that...

7 Reasons Businesses Should Be Guest Blogging

When you guest blog, you share your thoughts and views by writing content that will be shared on other organizations’ websites. If your business doesn’t guest blog, it’s time to get involved. Here are seven reasons why. 1. Build Brand Exposure ...

How to Lower Your Cost per Lead

How much are you spending on leads? If it’s costing you too much, it may not be worth the price of landing the sale. Lead generation is an important part of every marketing plan, but, of course, you want the cost to be as low as possible. If...

Is Salesforce.com Costing You Too Much Money?

An Influx Of New CRM Solutions And Integrated MarTech Tools Means You Have More Choices Back in the day (even five or six years ago), if you wanted a top-notch, enterprise-level CRM system that your company could grow into, Salesforce.com was your...

What If You Just Can’t Afford A Sales Superstar?

Every business wants one – the quota-breaking “hunter” who can track down new leads, represent the company well and make the close (all while bending steel with bare hands and scaling tall buildings in a single bound!). Yes, the sales superstar! ...

A Roundup of the New HubSpot Features and Updates Available in Sales Hub

We’re excited to share with you the exciting new HubSpot features that are now available. We’ve got lots of great new improvements and updates to help your sales team at every stage of the sales process. Read on to find out how HubSpot’s improved...

How to Publish a Blog in HubSpot

Blogging is a critical aspect of business today. By consistently creating and sharing quality content, you establish your brand, generate traffic, and drive sales leads. Businesses across all industries should blog. The benefits are nearly...

Revenue Growth With Strategy Vs. Revenue Growth Without Strategy

A Side-By-Side Comparison Of Execution And Results I’ve always viewed our blog as an opportunity to share real-life experiences with readers to help you avoid some of the same mistakes we see other people making with their marketing and sales...

AI Assistants Are Becoming More Human

AI assistants are being used by companies to do everything from organizing medical records and streamlining transportation and logistics to chatting with customers and providing 24/7 customer service. At home, digital assistants like Apple’s Siri...

Agencies Are Steering You In The Wrong Direction On Revenue Strategy

Your Business Deserves More Than A Template, Doesn’t It? It’s simple for me. Is your business the same as every other business? Is your business the same as your top three competitors? Of course not. Your business is as unique as you are as a leader...

5 Website Choices That Are Impacting Your Lead Conversion

Optimizing your website to convert visitors into leads is a critical step many businesses overlook. Here are some of the most important website choices that impact your potential lead conversion. 1. Create a Clear Call to Action What exactly do...

Your Old Marketing Methods Don’t Work Anymore. Here’s What to Do

Traditional marketing is becoming less and less relevant in today’s digital world. With the rise of the internet, everything has changed. Modern technology has rendered old-school strategies like billboards and TV and radio ads largely ineffective.

5 Facts about the Ever-Changing Social Media Marketing Landscape

The social media marketing landscape is always evolving. In order to stay relevant and competitive, you need to stay up to date with the latest social trends. As companies in all industries need a strong social media strategy to stay afloat,...

Sales Training Versus Sales Enablement – What's The Difference?

It’s A Little Like The Difference Between Blockbuster And Netflix If you’re running a sales team, you should be thinking about what you need to do to improve the team’s performance. The goal is continual improvement. There are always tasks,...

How To Make Sense Of The 7,000 Marketing And Sales Technology Tools

There Is A Method To The Madness When It Comes To Buying MarTech Software I’m a big fan of Scott Brinker. Anyone who can maintain and track over 7,000 different MarTech software companies at a single time and keep a chart like this one updated on a...

The Best 7 Quotes from the World’s Most Respected Business Leaders

Business leaders do more than manage their teams—they inspire them to do better. Take advice from the world’s best business leaders with these seven influential quotes. Their advice will help your company succeed in the future and beyond. 1. “It...

5 Tips for Introverts Who Want to Succeed in Sales

For those on the shy side, don’t underestimate your selling power. Here are five tips introverts can use to build a successful sales career. 1. Say Hi! It’s highly unlikely that a day filled with interactions with strangers is your ideal activity,...

Is It Time To Put Your Sales Pipeline On A Diet?

Why You Want A Leaner, Meaner Sales Pipeline In the “bigger is better” world of business, it seems ridiculous to suggest that your sales pipeline might be too big, right? The truth is, a leaner, meaner pipeline can make your sales efforts more...

How to Extend the Value of Your Content through Repurposing

Creating high-quality content is labour and time intensive. Too often, companies create amazing content but limit its full potential. Are you getting everything you can out of the content you create? It’s important to develop a process that...

Is Your Sales Compensation Plan Costing Too Much?

Your business is doing great, and it’s doing great because you have dedicated professional sellers on staff who are closing deals. You’re happy with the team and the work they put in, so much so that you’d love to reward them for their great...

How Facebook Ads Work

You log into your Facebook account and start scrolling through your feed. You see the usual family update from aunt Petunia, followed by a few concerts your friends are going to this week. You chuckle at an amusing cat that’s far too grumpy before...

Fastest Sales Method For Increasing New Customer Sales

One of the most challenging aspects of being consistently successful in sales is securing appointments with key, high-value prospects that do not yet know you or the value you may offer them. The most effective sales method to getting these meetings...

4 Metrics For Measuring Content Success

You can't manage what you don't measure. In the constantly changing world of content marketing, data is necessary for awareness and improvement. Keeping a close eye on your numbers lets you know what's working (so you can capitalize on it) and what...

Blockbuster vs. Netflix: How Customer Centric Can Impact Your Business

Blockbuster lost sight of who its customers were in its delayed attempt to keep up with the changing video rental landscape. Any business owner could learn a lesson or two from Blockbuster’s failure in order to avoid the same fate. Here’s what to...

How Inbound Marketing Can Help Companies in Any Industry

Whether you sell shoes or consulting services, there’s a way inbound marketing can work for you. Learn more about how this methodology works and how it can help your business—regardless of the industry you’re in. It Puts You in Touch with Your...

10 Website Upgrades To Drive Leads And New Customers

Your Website Is Still An Underused Revenue Generation Asset Whether you’re running a demand generation campaign or an inbound marketing campaign, eventually all solid marketing efforts drive your prospects to your website. This means if your website...

4 Parts Of A Successful Sales Compensation Plan

Sales compensation is a common roadblock for CEOs and business owners of B2B companies that are struggling to grow. Their salespeople have been paid in ways that do not support the CEO’s need to increase sales. In this article, we’ll ask questions...

5 Inbound Marketing Metrics That Don’t Matter

Data is important; metrics are important; analytics are important—you’ve heard it all before, right? Then, you saw it in action and knew that data, metrics, and analytics are the keys to successful inbound marketing. Without data, you’re working...

Is The Latest Google Update Driving Down Organic Website Visitors?

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...

3 Inbound Marketing Tactics That Are Falling out of Favour

Inbound marketing is constantly evolving, and many tactics that used to work are no longer successful in today’s marketing landscape. Whether you are new to inbound marketing or are considering implementing more inbound strategies, avoiding outdated...

Video Marketing vs. Written Content: Choosing the Right Strategy

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...

What Should I Look for When Recruiting Sales Reps?

The heart of your business is your product or service—but all the other pieces come down to your staff. They’re the ones who think strategically, market, and sell that product or service. They work the front lines, the assembly lines, and even the...

HubSpot Introduces The Flywheel: How To Use It To Drive Revenue Growth

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...

[Infographic] 16 Ways B2B Companies Can Improve Their Conversion Rates

When it comes to marketing, driving traffic to your website is just one piece of the jigsaw. Actually driving a prospect to convert is usually the finishing line that many web owners struggle to reach—or struggle to reach cost-effectively. But why...

Improve Your Sales Process With One-On-One Meetings

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. The most effective way...

Where Can Small Business Owners Find Marketing Guidance?

Congratulations! That big idea you’ve had kicking around in your head for years is finally ready to jump out into the real world; in other words—you’re ready to take the plunge. You’re starting your small business! Whether you’ve got a product to...

How Content In Context Should Drive Your Content Marketing Strategy

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...

What Qualities Do Top-Performing Sales People Have?

There are many sales people in the world. Selling is an art to some, while others manage to get by on numbers and brute force. Some selling methods are definitely better than others, and the way professional sales people use them definitely makes...

Here’s What You Need To Do If You Still Want To Be In The Business

Change isn’t always easy, but it’s definitely necessary. Businesses have to adapt and implement new methods to keep up with their evolving industries, whether they sell shoes or designer couches. Ensure long-term success by making the following...

6 Tips to Transform Your Website Homepage Prospect Focused

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...

Time to End Years-Long Doings? 5 Reasons to Switch to Inbound

Six of the most dangerous words in business are, “We’ve always done it that way!” This is dangerous thinking because it does not account for changing times. Just because something worked in the past doesn’t mean it will continue to work in the...

Repurposing Content: Maximize Your Messaging Mileage

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...

How Brands Are Using Artificial Intelligence in Their Marketing

Artificial intelligence, or AI, is leaving its mark all over the world. Whether your mom has recently embraced Alexa or your business executives have implemented AI-enabled software, this technological assistant helps everybody. If AI isn’t...

The Biggest Challenge Facing B2B Marketing Today? Knowing What To Do!

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...

How to Ensure Sales and Marketing Alignment—and Why It Matters

There shouldn’t be a disconnect between your sales and marketing departments. These teams are closely intertwined, and when they work together, you’ll achieve the results you’re looking for. Of course, you want to achieve efficiency in your sales...

8 Emerging Trends in B2B Inbound Marketing

B2B markets have always been a bit trickier than those that face customers. A business buyer has many more concerns than the average purchaser, the buying cycle is longer, and there are more decision makers to consider. As inbound marketing has...

What Should You Expect From A Sales Enablement Expert?

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...

How to Future-Proof Your Business

Technology is advancing—are you keeping up? Consumers and buyers are changing the way they shop and buy—have you changed your selling strategy to match their new needs? In order to stay competitive and succeed in today’s fast-paced and...

Are My Competitors Using Digital Marketing?

Digital marketing should be a core part of your marketing efforts. If you don’t know what it is, it’s time to familiarize yourself with this strategy. Your competition is no doubt aware of it. Here’s why you should be too. What Is Digital...

The Ultimate ABM Tech Stack For Your Account-Based Marketing Initiative

This article was updated on January 24, 2020 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...

Why Blockbuster Failed and Netflix's Popularity Skyrocketed

In order to come out ahead, you need to be willing to take risks and embrace the future before it hits your doorstep. In the new wave of streaming services, Blockbuster failed to adapt and Netflix came out as the reigning champion. Here’s what you...

Adapt to the New Way Customers Buy to Future-Proof Your Business

The world of buying is different today than it was in your grandparents’ generation. Thanks to the internet and the rise of digital marketing, online purchases, social media, and the smartphone, the way people are choosing to make transactions is...

How Do Fast-Growing Professional Services Firms Outpace Their Peers?

New Research Shows Exactly How Professional Services Marketing Strategy Helps Leading Firms Beat The Competition The Hinge Research Institute recently published a study that uncovered the differences between high-growth professional services firms...

How to Evaluate an Inbound Marketing Agency

Inbound marketing can help scale your business. If you’re considering the help of an inbound marketing agency, you’ve made the right decision. These firms can help you create a custom strategy, execute inbound efforts, and implement the right tools...

Why Your Agency Should Not Be A Demand Generation Agency

Your Mission Is Results, Not Labels, Approaches Or Methodology I was at a conference last week and asked three different marketing experts from the agency world to describe demand generation. I got three different answers. One talked about...

You Must Invest In Your Customers’ Experiences To Drive Revenue Growth

Revenue Growth From Customers Is Often Easier To Mine Than Revenue From Prospects When you start looking at revenue generation, sales and marketing leaders almost always lean on revenue from new customers. But that is the most expensive and hardest...

How Automation Can Make or Break Your Business

If you want to run a competitive business and ensure your company’s future success, then you need to start thinking about automation. That statement might seem like a big leap, but when you think about how many hours a week your staff wastes on...

Will You Still Be in Business in 10 Years? 5 Questions to Ask

It’s never too early (or too late) to perform a SWOT analysis on your business. Being proactive in learning your business’ strengths and weaknesses does a lot to promote its sustainability. Many businesses don’t last a year, let alone a decade, when...

Compare Internet Marketing to Print Marketing

When you’re debating which marketing strategy to use, it’s not always easy to know which style reigns supreme. The rise of the digital age has changed the way businesses attract and market to their audiences. Compare internet marketing and print...

Trust The Process: Your Revenue Generation Mantra For Sales And Marketing

Everything You Do For Your Sales And Marketing Efforts Should Be Part Of A Designed Process The Philadelphia 76ers won their first playoff series since 2012 on Tuesday night. They have not had much success in recent times, winning only two series in...

How Results-Centric Sales And Marketing Alignment Increases Revenue

If You’re Tasked With Shortening The Sales Cycle And Increasing Close Rates, This Is A Must-Read Artificial intelligence! Did I get your attention? It seems like all it takes these days is to use AI in a sentence and, bang, instant results. But...

The Battle to the Top: Search Engine Positioning Is a Thing of the Past

Ranking number one on search engine results used to be the “be all, end all” for marketers. This is no longer the case. Users have changed, the way the internet is used has changed, and calculating search engine positioning has evolved with it. ...

6 Killer Content Marketing Upgrades For Demand Generation Campaigns

Demand Generation And Content Marketing Drive Awareness, Leads And New Customers According to HubSpot research, businesses with aligned sales and marketing teams achieve 208% more revenue when compared to those with misaligned teams. Synergy always...

5 Tips To Ensure Seamless Prospect Handoffs Between Marketing And Sales

You Might Think This Is Easy, But Data And Experience Tell A Different Story You’re working hard to generate enough leads to drive you well past your revenue goals, but something’s going wrong when sales picks up the leads and you’re not sure what....

3 Most Effective Lead Engagement Techniques

If you want to become proficient at inbound marketing, you should know about lead engagement techniques. These techniques make up the lead nurturing strategy that will drive your sales leads through the buying cycle. The best part of possessing a...

How to Generate New Content Ideas for Your Blog

There’s no doubt about it: Blogging is important to your business. The most successful brands out there today constantly update their blogs as a way to showcase their expertise and improve their search engine results. Blogs can also offer content to...

How an Outdated Website Is Hurting Your Business

You haven’t updated your website since the early 2000s. Your company has changed, your audience has changed, and the internet has changed. It’s a problem. If you don’t understand how an outdated website hurts your business, keep reading to find out.

Rethink Your Content Marketing Strategy to Optimize the Buyer Journey

Content Marketing Just Got A Whole Lot More Complicated We’ve been providing content marketing strategy and content marketing services for clients since we opened our doors in 2003. By far, one of the most common questions from prospects and clients...

How Does Blogging Increase Sales? Here’s Everything You Need to Know

Inbound marketing is the new methodology marketers are using to draw interested audiences, creating an engaged audience and a pool of potential customers. But even if you’ve been using inbound marketing for years (and have seen its success), you...

The 14 Must-Haves For Sales And Marketing Alignment In 2018

It's No Longer Acceptable To Have Sales And Marketing Running Different Playbooks Sales and marketing departments have been separated since the beginning of time. But prospects are now demanding a single buyer experience, and that requires the...

7 Addictive Marketing and Sales Podcasts We Highly Recommend

To stay at the top of your game, it’s important to be constantly learning, improving, and striving for excellence. Perseverance and motivation are the keys to success in almost any industry, but even more so in the ever-changing world of marketing...

Shocking New Data Shows Marketing And Sales Alignment Powers Revenue Growth

Fewer Than 25% Of People Report Exceeding Their Revenue Goals, And The People Who Are Missing Their Revenue Goals Don’t Know Why In a recent HubSpot study, 23% of people reported they were exceeding their revenue goals. And of those not exceeding...

6 Ways Inbound Marketing Is Changing in 2018

Just as you think you’ve got a handle on inbound marketing, 2018 comes along and changes everything! Okay, that’s hyperbolic, but that feeling in your chest that you need to revisit your marketing strategy to ensure that it’s in tip-top shape for...

How to Deal with Backlash on Social Media

You hope to avoid a sticky situation on social media, but that isn’t always possible. Some businesses have standard reactions to social media blunders and backlash, but they aren’t always effective. How you and your team handle social media blunders...

The Impact of CASL and GDPR Laws on Digital Marketing in America

How You Market Your Company Is Going To Change, And Why The Government Is More Likely To Tell You What You Can And Cannot Do Most companies and most marketers are already aware of CASL and GDPR, especially companies in Canada and Europe. U.S....

What You Need to Know about Google’s Featured Snippets

Google’s featured snippets are the highlighted results at the top of a Google search result page that give the highest likelihood of the correct answer for any given inquiry. This featured information often includes a summary of the answer, taken...

Sales Enablement Metrics You Need To Use: Pipeline Value Vs. Quota

Want To Know If Your Reps Have Any Hope Of Hitting Their Quota? Uncover The Truth Companies have just as much trouble forecasting sales, following up on leads and closing new customers as they do generating new leads. This is typically referred to...

The Importance of Delighting Your Customers

Stage four of the inbound marketing methodology is all about delighting your customers. This is all about making your customers happy and ensuring they stay loyal to your services. Haven’t figured out why it’s important? Keep reading. Make Your...

The 10 Best Revenue Growth Agencies On The Planet

Experience, Reviews, Leadership And Reputation Contribute To This List Of Leading Digital Agencies Looking for a digital agency to help you with revenue generation? You’re in for a challenging journey. Today, thousands of digital agencies work on...

The Power of Orchestration in Digital Marketing and Sales Execution

It Might Sound Like A Subtle Difference, But It’s Like Comparing A Baseball Team To A Symphony Orchestra Sixteen years ago, when I was the VP of marketing for a $25 million up-and-coming software company, everyone talked about integrated digital...

Learn Why Social Media Is Essential to Inbound Marketing

Inbound marketing is the new standard in marketing these days, and from its inception, social media was an important aspect of its success. Social media makes it easy to reach out to your customers, understand their wants and needs, and continue...

[Infographic] 11 Pro Email Marketing Tips

Effectively distributing content online is important to your marketing strategy. This includes sending emails. Take advice from the pros with these 11 email marketing tips from Campaign Monitor. 1. Let Them Unsubscribe It can be sad to let people...

What Is Pipeline Velocity? Using Sales Metrics To Drive Revenue Growth

Key Performance Metrics Are Critical For Sales Enablement Improvements Most people today have realized that marketing is a science, but a lot fewer people know that sales is equally scientific. While it has a different set of metrics, we track and...

The Dirty Little Secret Behind Successful Inbound Marketing Campaigns

It’s Not About The Tactics; It’s About The Application And Optimization Of Those Tactics In my travels I get to talk to a lot of marketing folks, sales folks and CEOs of some highly successful companies. One of the comments I hear frequently is that...

[Infographic] 7 Interesting Facts about the Future of Chatbots

Chatbots are the future. This AI, specifically designed to mimic humans, stimulates conversation and assists businesses and customers in a number of ways. It’s safe to say most industries need to get on board with chatbots. From customer...

Why Your Sales Team Needs Lead Nurturing

There’s a knock on your office door, and it’s one of your top sales reps. She’s letting you know that the big client you had your eyes on wouldn’t commit to the sale, but you’ll get the next one. It’s not the first conversation like this you’ve had...

Powering Revenue Growth: The New Cyclonic Buyer Journey™

Your Prospects Don’t Buy Like The Old Funnel Model Illustrates; That’s Why Your Marketing Doesn’t Work Like It Used To UPDATED for the launch of our new Podcast and Book, Smash The Funnel With the old idea of a sales funnel smashed, now we have to...

Should Your Company Outsource SEO?

Your company is a new rising star! Your industry is a competitive market, but over the last few years, you’ve been able to carve out a piece of it that’s all your own. Now, you’re looking to expand even further. You’ve got great teams in marketing...

How to Find the Best HubSpot Agency Using the New Partner Directory

It’s A Little Trickier Than You Might Think, But With Some Guidance, A Quality HubSpot Agency Partner Is Within Reach You recently bought HubSpot, you’re thinking about buying HubSpot or you bought HubSpot a year ago and you’re looking for help. If...

The 6 Essential Characteristics of Compelling Content

Some say inbound marketing is the “up and coming” best practice in marketing, but in all reality, it’s already here. If your company isn’t considering its inbound marketing strategy, then it is falling behind. There is a wealth of potential...

What to Do If Your Email Marketing Isn’t Working

It doesn’t seem that long ago when email marketing was a sure-fire way to reach customers via the internet. However, between the rise of social media and the increase in email spam filters, online customers now have more control over what they see...

Generating Results With Effective Lead Management

See How We Helped Align Sales And Marketing Editor’s note: Today’s blog post is written for submission to the 2018 HubSpot Impact Awards. Creating an efficient lead-management process with sales and marketing alignment is key to moving leads...

Is Your Website Design Hurting You?

See How We Helped Gliffy Update Its Image And Drove More Targeted Traffic Editor’s note: Today’s blog post is written for submission to the 2018 HubSpot Impact Awards. Show, don’t tell. It’s an old adage in creative writing that means rather than...

Embarrassing UX Mistakes Your Web Designers Are Making

Let’s be real: Embarrassment is a natural part of life; but when your embarrassment is over your website, odds are you’re not just going red in the face—you’re losing users, too. Taking the time to consider your user experience (UX) is important to...

Where Should I Spend My Inbound Marketing Budget?

One of the most important questions any marketer must ask is “Where do I spend my marketing budget?” In the new days of the digital age, that means asking, “Where should I spend my inbound marketing budget?” Even marketing experts are still asking...

Texas Business Radio Feature: The Importance Of Marketing Strategy

Eric Keiles, chief marketing officer at Square 2 Marketing, recently met with Texas Business Radio as part of its National Advisor Showcase segment. During the segment, Eric discussed why it’s important for businesses to start thinking differently...

Prospect-Centric Website Delivers Quick Results

Editor’s note: Today’s blog post is written for submission to the 2018 HubSpot Impact Awards. WolfPAC works with sophisticated clients seeking next-generation solutions to identify risks and mitigate cyber threats to their business operations. Its...

SEO Copywriting Tips: Write for Humans and Optimize for SEO

Search engine algorithms are constantly evolving, but the goals of a copywriter remain the same: Increase readership. How do you increase readership amidst evolving algorithms? By remembering that you have to write for two audiences: one robot and...

Why Advertising on Facebook Is a No-Brainer in 2018

You’ve heard time and time again about how important social media is for your marketing plan. You’re already on Facebook, Twitter, and Instagram. You’ve allocated money in your budget to support social media marketing. Do you have ad money in your...

Square 2 Marketing Extends Technology Practice With Strategic Partners

Hushly, ReachForce And Trujay Group Sign Agreements To Provide Services, Special Incentives And Early Access For Clients Square 2 Marketing is proud to announce formal partnerships with three of the leading technology providers in the sales and...

How to Conduct a Content Audit

Do you know what your content is doing? As you plan your 2018 inbound marketing and content strategies, it’s a very good idea to understand where you’re starting from first. That means conducting a content audit. A content audit looks at every...

When Should You Seek Professional Sales Coaching?

Sales coaching ensures your business grows and achieves continued success. However, not every business takes advantage of coaching or does it properly. It’s so much more than just checking in with your sales team and seeing how everyone’s doing....

How To Make Your Email Marketing Relevant In Today’s Overstuffed Inbox

There Are Two Kinds Of Email Marketing – Connect/Engage And Nurture We all know it: Everyone has too many emails in their inbox. But we also know, if we’re being honest, that certain emails get read and others get ignored (or worse, deleted). The...

The Perfect Blend Of Inbound Marketing And Demand Generation Tactics

Getting The Ingredients Correct And Working From A Recipe Is Key Back in 2010, most of our recommendations included heavily weighted inbound marketing programs. That made sense at the time, because budgets were tight, efficient and smart marketing...

Video Marketing Done Right: 8 Tips to Get Started

Video marketing is the next big trend marketers are keeping an eye on. Facebook CEO Mark Zuckerberg once predicted Facebook would become a medium composed almost entirely of video content, and HubSpot’s statistics from 2018 show this prediction is...

What Is Evergreen Content?

Content marketing is an important part of your larger inbound strategy. Good content drives people to visit your website over and over again, while also improving your SEO rankings. One thing marketers and business owners struggle with is the...

Which Comes First, Sales Process Upgrades Or Marketing Tactical Fixes?

It Can Be Hard To Know Where To Start: Marketing Or Sales? We’ll Help You Figure It Out It’s an age-old question: Which came first, the chicken or the egg? Today, we deal with a similar sequential question. Which do I tackle first, marketing...

How Improving Revenue Generation Is Like Going On A Diet

Why The Same Challenges You Face When Trying To Lose Weight Also Prevent You From Getting Leads If generating leads, finding more sales opportunities and closing more new customers were easy, everyone would be doing it. You wouldn’t need any...

How to Determine Which Sales Enablement Tools Are Essential

Sales enablement is all about using strategic tools, processes, training, technologies, and content to help your sales team make more sales. All business owners want to increase their sales while increasing efficiencies and cutting wasted time....

How to Make Social Selling a Top Priority

Even if you’ve heard the term, you may wonder what “social selling” really is. Social selling capitalizes on a human tendency to listen to close friends, relatives, and trusted peers for product and service recommendations. This phenomenon is...

Smash The Funnel For Consistent, Scalable And Predictable Revenue Growth

Say Goodbye To The Funnel As A Model For Driving Revenue You might have noticed we’ve been talking a lot about revenue and the new buyer behavior, and that’s forming our thinking around how to proactively influence, manage and expedite revenue at...

How Funnel Metrics Apply To The New Cyclonic Buyer Journey™

Buyer Behavior Has Changed So Dramatically That You Have To Forget The Old Funnel If you don’t remember (or didn’t see) the article that introduced the new cyclonic buyer journey™, click here to check it out. If you buy into this new thinking...

5 Signs Your Company Has an Outdated Website

Your company’s website is its face on the internet. It enables consumers to discover your brand—or not. The days of “getting by” with a bad website are long over. If your company’s website looks like it’s from the 90s—you have an outdated website.

Technical SEO Upgrades Drive 20% Increase In Organic Visitors In 30 Days

Everyone Is Looking For Quick Wins; Here’s One That Drives Leads Your website might be holding back your entire lead generation program. Yep, that’s right, your website. Not the words on the site, not the design of the site and not the flow of the...

The B2B Marketer’s Guide to Data Analytics

Everywhere you go, you’ll likely hear something about data these days. This is the era of big data, after all. Companies are concerned about data management and data lakes. You’ve likely heard about “data cleanses.” Data is everywhere. It’s...

How to Re-Engage Inbound Leads

One of the biggest advantages of inbound marketing is its ability to generate warm (or even hot) leads for your business. Say goodbye to cold calling and mass mailings to uninterested potential clients. Those old, outdated techniques are dead in the...

The One Secret Sales Enablement Upgrade To Change Your World Forever

You Can Implement This Change Today And Start Closing More New Customers Tomorrow People always ask us how they can get more leads. Then they ask us how their salespeople can be more efficient and close deals faster. But when we start to do our...

The Simple Guide to Inbound Marketing Metrics

In the era of Big Data, metrics are everywhere. When you can collect data on a seemingly endless number of statistics, there’s almost nothing you can’t measure. The same is true when it comes to your inbound marketing. There are many different...

Is Marketing And Sales Alignment A Non-Starter At Your Company?

10 Reasons Why A Lack Of Marketing And Sales Alignment Is Killing Your Chances To Get Leads And Grow Revenue I get it; most companies still have their marketing and sales functions split between two teams with two leaders. It’s partly due to legacy...

What Is a Meta Description and Why Should You Care?

Whether you’re new to search engine optimization or you’ve been involved in the process for a while now, you’ve probably heard the term “meta description.” While the definition of this term should be relatively straightforward, there’s actually...

5 Signs You Need to Switch Inbound Agencies

If you’re working with an inbound marketing agency, you’re already doing something right. Inbound agencies know what it takes to attract leads and turn them into loyal customers. With the right partnership, an inbound agency can become your greatest...

Why Content Marketing Should Be A Company-Wide Responsibility

The Power Of Internal Expertise Is Massive Creating content is a huge initiative for your marketing team. But wait, what if this is more than a marketing initiative? It should be. Your marketing team (or the digital marketing agency you work with)...

How to Set and Achieve SMART Inbound Marketing Goals

The new year leaves many businesses rejuvenated to achieve new goals and emerge stronger than before. You want to kick off with an effective inbound marketing strategy. Build a strategy that works and accomplish your smart inbound marketing goals...

[Infographic] What's in Store for Video Marketing in 2018?

The year 2017 was exciting for businesses:Demand for video content saw significant growth in the marketing industry. There’s a lot of anticipation and expectation as to how the video marketing field will evolve as 2018 progresses. As more and more...

3 Phrases You Never Want To Hear From Your Digital Marketing Agency

And 3 Phrases You Do Want To Hear As Often As Possible The pool of people and companies available to help you with your company’s demand generation, inbound marketing and sales execution is bigger than ever before. Sifting through all of these...

7 Ways to Create Constant Content That Doesn’t Get Old

Continuously creating content seems like a never-ending challenge, but there are many ways to ensure constant content stays fresh. Whether you’re having writer’s block or just feel like you’re lacking creativity, use these seven tips to create...

The 3 Simplest Ways To Drive More Visitors To Your Website

Search Engine Algorithms Are Highly Complex, But These Tried-And-True Traffic Generation Tips Work Everyone knows the more people you get to your website, the more leads you’ll usually generate and the more sales opportunities your sales team will...

Building a Sales Team? How to Easily Implement CRM

If you’re trying to build a high-performance sales team, the first thing you’ll want to consider is how you’ll implement CRM like HubSpot. Bringing in new technology that will benefit your business is exciting. Unfortunately, in many cases,...

Agile Marketing Is NOT About Speed; It’s About Knowing What To Do Next

Revenue Generation Is Complicated, But Agile Helps You Get Their Faster Most of the marketing teams I’ve worked with prior to starting Square 2 Marketing were in a constant state of chaos. It might have been organized chaos, but it was chaos...

8 Top Sales Challenges in 2018, According to Research

As 2018 continues to ramp up speed and roll out, there are many sales challenges that businesses will continue to face (or, in some cases, start to see more prevalently). Preparing for and learning to strategically overcome these challenges will...

How Inbound Marketing Can Help You Scale Your Business

Inbound marketing has been described as the future of marketing. If you’re not already incorporating it into your marketing strategy, you’re a bit behind the times at this point. Inbound is lauded among business owners, corporate executives, and...

How To Use Directories To Find The Right Digital Marketing Agency

Knowing What Tools To Use When And How To Use Those Tools Is Key You’re looking for a digital marketing agency to help you with marketing, sales and revenue generation. That’s great, and it’s a smart choice. Marketing and sales are so complex today...

7 Sales Training Techniques You Need to Know About

Sales is never stagnant. There is always a new goal to reach, a new target to meet, and a new way to approach a routine task. This nature is what makes sales dynamic, interesting, and engaging. There is always something new to learn to improve your...

Why Your Thirst For Leads Is Killing Your Chances Of Revenue Growth

Rarely Does Revenue Materialize Instantly; Don’t Plan For Or Expect That You want (or maybe even need) leads immediately. While generating leads in short order is possible, you should consider the alternative — planning, building and then optimizing...

Innovative Sales Training Techniques Managers Are Adopting in 2018

Sales is a dynamic industry. It’s always changing and evolving. There are always new strategies and technologies to adopt and new connections to be made. Innovation is the key to succeeding in sales. For 2018, there are some particular sales...

The New Funnel Stages For Digital Marketing And Revenue Generation

The Changes Are More Dramatic Than You First Thought I published an article a few days ago titled “What Does Today’s New Revenue Generation Funnel Look Like?” When we reviewed performance for the article (like good metrics-based digital marketing...

4 Industries That Need to Get on Board with Chatbots

If you’re not familiar with chatbots, you’re missing out—bots are officially taking over! Today, it’s estimated that roughly 48 percent of consumers would rather connect with a company via live chat than any other means of contact. Plus, people...

Chrome To Block Online Ads: What Digital Marketing Pros Need To Know

Interrupting Your Prospects Just Got A Little Bit Harder On February 15, digital marketing (and specifically digital advertising) got a little more challenging when Google Chrome started automatically blocking pop-up ads that are considered...

How to Incorporate Company Events into Your Marketing Strategy

You want to grow your company, and marketing helps you do it. The marketing team’s efforts get your company noticed by customers, potential customers, and members of the general public. It’s the reason you’ve invested so much in your marketing...

[Infographic] The Importance of Social Media in E-Commerce Gateways

The way we shop has changed. We’re no longer limited to store browsing or online shopping—we can click through a brand’s Instagram and easily purchase that shirt featured in a post. Social media propels growth, and it’s had a big impact on...

10 Inbound Marketing Predictions for the Future

At this point, you’ve likely heard of inbound marketing, or you should have, at least. It’s considered the best way to do marketing right now. You may even be using it in your business or expecting to adopt it and implement it soon. If you’ve been...

Olympic Training Programs: Use Them For Digital Marketing Success

For Sales And Marketing, You Need Programs To Drive Revenue Growth Whether you’re tasked with generating leads or turning leads into new customers, you can learn a ton from the training programs of top Olympic athletes. Why do some of the best...

What Is Revenue Performance Management?

Marketing, Sales, Inbound And Outbound — They’re All Out; Now It’s All Revenue Marketers mess everything up. We put labels on everything. We come up with fancy names that help us get promoted but rarely help the people who have to work with us. ...

The #1 Way to Improve Sales Performance

You’ve likely heard your sales reps suggest it’s getting harder to do their jobs. Customers are more skeptical than ever. Despite the ease of communicating, it seems to be more difficult than ever to get a lead to respond. What can you do to improve...

7 Questions To Ask Before Starting Account-Based Marketing (ABM)

Not Every Company Is Going To See Results From ABM It’s one of the hottest marketing tactics being discussed today. I was talking to a demand generation expert yesterday and her comment was, “Everyone is talking about it; software vendors are...

How to Build a High-Performance Sales Team

Many business owners and sales managers find themselves concerned with their sales teams’ performance these days. Older techniques are no longer effective. Some of them, like cold calling, are dead in the water. Sales team members are using more and...

Don't Use HTTPS Encryption? Google Chrome Might Shame You

Google is on a mission to make the internet more secure. To that end, the next version of Google’s Chrome web browser will mark all HTTP websites as “non-secure.” Chrome 68, the upcoming update, will continue to push more and more website owners to...

Is Email Marketing Dead?

The short answer to the question is “no.” Email marketing is not dead, and if anything, it’s finding resurgence in popularity and effectiveness. To say that people hate email is a gross oversimplification. What they hate is receiving emails they...

What Does Today’s New Revenue Generation Funnel Look Like?

It’s Not A Funnel Anymore Almost everyone has noticed that the old marketing and sales playbook doesn’t work like it used to. You can’t cold call and sell your way into sustainable, predictable and repeatable revenue generation. The old funnel...

Are You Making These Sales Enablement Mistakes?

Sales enablement is of interest to most business owners and sales team managers these days. You want your reps to perform to the very best of their abilities. Sales enablement will help them get there and deliver the results you want. There are...

6 Sales and Marketing Services You Need to Grow Your Business

All organizations want to promote growth. You want to build your business so you are able to scale efficiently and quickly. In order to be proactive and prepare for future growth, there are six sales and marketing services you should invest in. ...

Why Piecing Together Disjointed Digital Marketing Tactics Is Ineffective

Are you currently outsourcing different parts of your digital marketing to different companies? These disjointed tactics can seriously hurt your business. While many companies know they need to invest in digital marketing, most don’t know how to do...

Please Stop Asking Me For 5 Minutes In Your Email Marketing Campaign

And How To Get A 10x Improvement In Email Conversion Rates I’m sure you all know what I’m talking about; those emails that stream in all day long. Emails from people I don’t know at companies I don’t know with products and services I don’t know....

What to Do If Growth Has Stalled for Your HubSpot Partner Agency

All companies experience highs and lows. There are times when you are riding the wave and can barely keep up. These times are then followed by a hard-hitting plateau. Eventually, every HubSpot partner agency will hit this period. Sometimes, these...

Inbound Marketing 101: 9 Steps to Getting Started

Many companies know how important inbound marketing is when it comes to staying relevant and competitive in today’s market. You need a marketing strategy that reflects the new way customers buy. Ready to get started with this methodology but not...

What Is Advocacy Marketing?

Unlock The Secret Power Of Your Own Customer Base To Drive Revenue There’s a new kind of marketing, and it’s quickly becoming one of the most effective and efficient programs to help generate leads and turn sales opportunities into new customers....

Will Facebook’s New News Feed Mean a Jump in Ad Spend?

Unless you’ve been hiding under a rock, you’ve probably heard about Facebook’s radical new business plan. In early January, the social media giant announced a somewhat shocking plan to shrink. Until this announcement, one of Facebook’s primary...

How Video Marketing Is Changing The Digital Marketing Game

Video Delivers Something Marketers Should Be Talking About More — Safety I’m a fan of athletes who didn’t just play the game but changed the game. Wayne Gretzky, Michael Jordan, Joe Montana and Hank Aaron — whether you like them or not, their...

HubSpot Is Doing Away with Its Keywords Tool. Here’s What It Means to You

Think you finally have your SEO strategy under control? Think again. The world of Google rankings has been turned upside down with the addition of featured snippets, artificial intelligence, and more conversational searches. HubSpot has made it...

How Do I Know How Much Content Marketing Is Too Much Content Marketing?

Look To Your Metrics And Your Prospects’ Buyer Journey If you want to see massive results from marketing these days, some experts are suggesting you need to generate a ton of content. Data and research from our client work shows similar results. The...

The 10 Most Important Digital Marketing Metrics To Start Tracking This Week

And How To Use Them To Drive Revenue At Your Company You might have noticed that marketing has become incredibly data driven. We track hundreds of digital marketing metrics monthly for all of our client engagements. Finding the 10 most important...

How to Move from Cheap SEO Packages to an Inbound Strategy

If you’re frustrated with your current marketing strategy, it might be because you’ve invested in cheap SEO packages instead of a comprehensive inbound marketing strategy. While SEO packages have their place in the marketing world, it’s often a...

How Facebook’s New Algorithm Will Affect Your Website Traffic

Over the past few years, you’ve probably come to rely on social media as part of your marketing strategy. Facebook probably represents one of the largest pillars of your social media strategy. After all, setting up a Facebook page is one of the...

How To Match Your Prospects’ Experience To Your Targeted Buyer Journey

This Is The Secret To Scalable Revenue Generation In 2018 And Beyond Everyone asks me, “Do you know the secret to getting more leads for my company?” I always respond with, “Is it leads you want, or is it more new customers so your revenue grows...

Inbound Marketing Agency vs. DIY Approach

By now, you know that inbound marketing isn’t just a passing trend or empty buzzword. It’s an intelligent, proven method that can help you appeal to your ideal customers and win their business. Many business owners are torn as to whether they...

Do You Know The Quality Of Revenue At Your Company?

All Revenue Is NOT Created Equally It might seem like, on the surface, that all revenue is the same. But in reality, when you dig deep down and analyze where that revenue is coming from, what that revenue is attributed to and who that revenue is...

How to Achieve Efficiency in Sales and Marketing Processes

Is your sales team working as efficiently as possible? How about marketing? Are your sales and marketing processes helping or hurting your bottom line? No matter what industry you work in, it is crucial to have systems in place that allow your...

How To Choose Your Next Digital Marketing Agency

HINT: It’s More About You And Less About Them You’ve decided you want to hire a digital marketing agency to help you with marketing and maybe a little sales support, too. If the work creates more revenue for your company, that would be a bonus. ...

How Sales Can Help Marketers Bring in More Leads

For many business leaders, marketing is something that comes and goes. When sales reps are bringing in leads and closing deals, marketing can take a back seat, but once things slow down, the focus shifts. This can become a habit in many...

Why You Need Sales Enablement And Inbound Marketing To Grow Revenue

Having More Leads Almost Never Produces More Revenue You want more leads. Or do you? Don’t you really want more new customers and more revenue? Of course you do. If you go from three new leads a month to 300 new leads a month (we’ve done that...

7 Steps to Executing Your Inbound Marketing Strategy

So, you’re excited about inbound. That’s great! But now it’s time to actually create your inbound marketing strategy and you’re not sure where to begin—you’re not alone. Before you get discouraged, here are seven steps to follow when executing your...

Are Your Sales Reps Good at Their Jobs?

Have you ever taken a moment to ask yourself if your sales reps are good at their jobs? Most people would assume their sales teams are as good as it gets, but if you took the time to take a deeper look, would you be impressed? While it’s easy to...

We Can't Get You Leads Tomorrow, But We Can Help Get Them In 30 Days

Don’t Wait Until It’s Too Late; If You Need Leads, Give Your Digital Marketing Enough Time To Gain Traction The pressure is on! We need leads immediately! We can’t wait two months to start generating leads! Sound familiar? It should, because it’s...

What You Need to Know about Google’s AR Apps

If there’s one thing the world has become infatuated with, it’s augmented reality (AR). Similar to virtual reality (VR), AR is an indirect view of the world around us, with elements that have been augmented by computer-generated sensory inputs, such...

What’s Preventing Your Digital Marketing From Producing Leads

We See A Set Of Common Mistakes Over And Over Again – Try Not To Make Them Today’s smart, empowered and inquisitive buyers have changed the way marketing and sales will be executed forever. Their devices have put information in the palm of their...

6 Must-Have Traits In A Marketing Strategist

Plus, How To Identify A Marketing Strategy Rock Star Your marketing and sales team should always include a strategy lead (often called a strategist) who is accountable for building a program that drives revenue for your company. A marketing...

What To Do If Clients Don’t Have the In-House Resources for Inbound

You would never expect your contractor to build your house without wood, nails, drywall, and concrete. It’s the same with any business. If your clients’ marketing departments don’t have the proper resources in place, they will never be able to build...

3 Acronyms Used in Sales Training You Should Know

When it comes to sales training, there’s one teaching strategy everyone’s heard of—acronyms. It seems like every selling tactic or sales methodology has a catchy acronym attached to it, which is ideal for learning new techniques and remembering...

Why Your New Website Design Looks Great But Isn’t Producing Great Results

If You Built Your Website Without Prospect Questions In Mind, You Blew It We get asked to look at client websites every single day. We did that on Friday afternoon with a huge digital workplace services firm. The results were right in line with what...

Influencer Marketing + Inbound Marketing = A Match Made in Heaven

Few things in life go together as well as influencer marketing and inbound marketing—it’s truly a match made in heaven. In 2016, roughly 86 percent of marketers claimed they were using influencers in their inbound marketing strategies and most were...

Do You Know How to Effectively Recruit Sales Reps?

Sales reps are one of the most important roles in your business—they’re the ones who turn leads into paying customers. Without sales reps, there would be no sales. No revenue. Long story short, hiring the right sales reps is key to a successful...

The Most Important Sales and Marketing Metrics On The Planet

Focus On Just A Few Numbers And You Will Make A Bigger Impact Everyone is talking about marketing metrics, sales metrics, dashboards, analytics, data and the insights that come along with them. All the hoopla aside, they are critical for getting...

How To Pick A HubSpot Agency When You’re A HubSpot Customer

Be Wary Of The Price, Because You’re Going To Get What You Pay For You bought HubSpot, congratulations! Now what? You might try to get it to work on your own. Tons of educational resources are available on their website, and the HubSpot team is...

10 A-la-Carte Sales Enablement Services

Most definitions of sales enablement are broad and discuss a wide range of sales and marketing services. If you know your sales department could use a boost but aren’t sure where to start, take a look at some a-la-carte sales enablement services you...

How Businesses Can Benefit from a Sales Assessment

Managing a team of salespeople is a job that comes with many challenges. It’s important each employee is evaluated equally in order to determine who’s meeting expectations and who’s falling behind. It’s also important to determine who has what it...

Repeatable Sales Execution: The Secret To Closing New Customers Faster

80% Of Lost Deals Are Due To Not Getting Commitments From Prospects In The Sales Process In the hyper-competitive world most of us play in, it’s no longer enough to generate leads for your business. Today, you must be working to help close those...

4 Steps for Kicking off an Effective Inbound Marketing Strategy

Inbound marketing: it’s a hot topic for the world of marketers. The way consumers buy has changed, forcing the world of marketing to adapt. Consumers don’t want to be sold to; they want to be helped, educated, and informed. Before consumers consider...

Is Facebook For Digital Marketing Dead As We Know It?

Marketers Killed Another Great Tool For Getting To Prospects By Overdoing It Again! In case you missed it, Facebook announced major changes on Thursday to the way it plans to manage your newsfeed. Now its two billion monthly users will see a...

Work with an Inbound Agency to Maximize Value for Your Clients

Your clients are fully on board with the inbound marketing strategy. They are already using HubSpot CRM and marketing automation and are forging on with their new marketing approach. But as a HubSpot partner, you know your clients are going to need...

How to Implement Virtual Reality in Your Marketing Strategy

Brands that stay ahead of the curve and know the latest trends often reach audiences faster and more effectively than the competition. They’re doing something different and they’re doing it first—it puts them on the map! That’s one of the biggest...

Facebook’s New Set of Augmented Reality Features

Between virtual reality and augmented reality, anything that changes the way we see and experience the world is undeniably on the rise. Think about the success of Snapchat with 158 million people using the app each day. That’s why no one was really...

What Is Click To Close? Why Digital Marketing And Sales Needs To Know

A Prospect-Centric Approach To Revenue Generation Drives Results I was talking to a CEO of a software company a few weeks ago and he said to me, “I think we’re just going to hire five or six sales reps (BDRs) and hit the phones.” After I got my...

Video Streaming Will Grow to $70.05 billion in 2021

Video streaming is a trend that’s changed more than just the entertainment industry. By 2021, the video streaming industry is expected to grow to $70.05 billion, an incredible amount of growth considering it was worth $30.39 billion in just 2016. ...

7 Tips for Gamifying Content Marketing

Content marketers are always looking for new ways to reach their target audiences. That’s why many marketers are already interested in gamification. Not only does gamifying content allow for increased brand engagement and higher ratings of customer...

How Lumpy Mail Makes Account-Based Marketing 10 Times More Effective

ABM Strategy Requires A Physical Disruption To Make A Connection Companies have been running lumpy direct mail campaigns (also known as 3D direct mail campaigns) for years. While direct mail has been challenging and sending packages does sometimes...

Why And How CEOs Need To Be Involved In Revenue Growth

Revenue Is The Lifeblood Of Every Company And The CEO Has A Defined Role CEOs don’t need to make sales calls and they don’t need to be involved in proposal development or even participate in the sales process in any way. They don’t need to approve...

5 Tips for Experimenting with Chatbots

If you’re thinking about experimenting with chatbots, you’re not alone. Dozens of brands are already using chatbots in creative ways to put their marketing efforts above the competition, and they’re getting a lot of attention. With all the chatbot...

Will Millennials Kill Cold Calling?

Considering 95 percent of Americans own cell phones (77 percent being smartphones), the topic of cold calling might seem redundant. Everyone has a phone, so everyone should be cold calling, right? Today, that’s not necessarily the case. Although a...

5 Questions to Ask When Creating a Sales Compensation Plan

Building an effective sales compensation plan is important, but it’s also a challenge. Of course, you want your sales reps to work to their fullest potential, but what’s the right way of compensating them for their efforts? While it’s often about...

5 Bold Predictions For Digital Marketing And Revenue Generation In 2018

With Power Comes Great Responsibility; Use These Predictions Cautiously To Improve Your Company’s Digital Marketing, Sales And Revenue Execution Now that the fuzziness associated with New Year’s has cleared, it’s time for us to share our bold...

Short-Term Leads Vs. Long-Term Marketing Strategy: What's Right In 2018?

Which Comes First: Leads Or Strategy? Get Answers To This Age-Old Question It’s January and we’re all back at the office. Eventually, someone is going to want to know what you’re doing this year to get more leads into your funnel. The real question...

5 Problems Marketers Have with Data Analytics

In the modern age of marketing, data is what makes the world go round. Data makes up the digital eyes and ears of a business, so if you don’t know how to properly analyze it, you’re in trouble. For this reason, data analytics have become one of the...

What Is Influencer Marketing?

In the world of marketing, there are constantly new buzzwords and trends popping up that every marketer wants to know. Today, for instance, influencer marketing is taking over—but for a good reason. In fact, 66 percent of marketing professionals...

8 Keys to Sales Onboarding Success

When onboarding is done correctly, new employees report higher levels of job satisfaction and greater feelings of commitment. They are also less likely to churn and have lower stress levels and better performance ratings than employees with no...

7 Hidden Benefits of Infographics for Lead Generation

Updated: July 6, 2020 - If you’re not taking advantage of the power of infographics when it comes to your content marketing strategy, you’re seriously missing out! Since 2012, search volumes for infographics have increased by over 800 percent—yes,...

How the Internet Has Changed the Salesperson’s Role

The art of selling has been dramatically altered since the rise of the internet and the technology that followed. Although the internet and smartphones have had an impact on all kinds of industries, it had a particularly profound impact on the sales...

Why Market Research Is So Important When Starting a New Business

The importance of market research should never be underestimated, especially for those starting a new business. Market research builds a sturdy foundation for a business to be built upon, preparing the company for any threats or weaknesses that may...

How To Write A Quarterly Report Like A Pro

Quarterly reporting is often the most effective way to inform clients, board members or most importantly, your boss, about the success of your marketing efforts. But conducting and presenting a quarterly report can sometimes be harder than it...

6 Metrics Every Successful Website Needs To Track

Websites can be beautiful. In fact, the most amazing ones I consider to be works of art. A lot of the most attractive websites are uncluttered, easy on the eyes, and simple to navigate. However, you can't judge a website by its cover. To truly know...

5 Roles Every Successful Web Design Project Needs

I’ve always been a big fan of basketball. When I was younger, I chalked it up to flashy dunks and buzzer-beating three-point shots. Now that I’m older and more mature, I can appreciate the game for a new reason: five players working together as a...

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