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Mike Lieberman, CEO and Chief Revenue ScientistWed, Mar 7, 2018 4 min read

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 this year. Here’s how.

Get Specific

An effective inbound marketing strategy isn’t all over the map—it zeroes in on specific details. This will keep you motivated and focused. Begin by asking yourself a few questions: How am I working towards this goal? Who else is working towards it? What do I expect to achieve it? These are just some considerations when formulating goals you can actually meet. 

Goals that are too broad are harder to accomplish. But when goals are too narrow, they could hold you back. The goal to increase sales is great, but it lacks focus. Go the extra mile and indicate how much you want to increase sales by and in which timeframe. 

Be sure any goal you devise is a worthwhile expenditure of your business resources, set at the right time and with the right team, and matches your company’s vision.

They should relate to an important company objective. Whether it’s increasing sales or increasing brand recognition—line up your objectives with your business values.

Hold Everyone Accountable

Each team member should play a role in achieving the company’s smart inbound marketing goals. Delegate separate steps for team members to complete. Having a plan in place not only leaves everyone responsible for a task, but it keeps everyone on schedule. 

Inbound data marketing analytics can tell you more than you think. Make sure you track each teammate’s progress.

Measure It

Business objectives shouldn’t be so big that they feel beyond your grasp—you’ll feel like you’ll never make it. Review your business data to determine if your proposed goal is realistic. Document progress throughout this period to see whether you’re staying on track or if adjustments are necessary.

Growth goals should always include a percentage or statistic, as well as a timeline. This makes the goal challenging enough to motivate people while reminding them it is doable. Setting a timeline allows you to measure results at different checkpoints and confirm whether you’re progressing toward your goal.

Reassess and Revise

If you aren’t hitting your small targets, it might be time to revise your strategic plan. This is normal. Revising allows you to reflect on current processes, and regular goal assessments make it easier to see where you currently stand and how much progress is left.

Businesses change, whether it’s from external factors or internal decisions. Continuously check in, reviewing what’s effective and ensuring you can meet sensible goals that are profitable for your business.

Set a Timeframe

Smart inbound marketing goals don’t continue indefinitely or there would never be a point to making them. From start to finish, goals have a timeframe. Again, this keeps you committed and focused.

Set an end date, such as hitting a target by the second quarter. This pushes you to commit and doesn’t leave time for excuses, regardless of whatever issues crop up.

A little pep talk can go a long way. Strengthen morale with regular team discussions. These will allow an open conversation to talk about where people might be struggling and give you time to celebrate successes—even the smaller ones. Ongoing meetings also keep everyone inspired throughout the process. There will be hurdles—it’s inevitable. But when everyone knows they’re working together, you’ll power through to conquer the smart inbound marketing goals you’ve set.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.