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Mike Lieberman, CEO and Chief Revenue ScientistThu, Jun 30, 2016 4 min read

Inbound Marketing: You're Doing It Wrong

{}Everyone told you that you needed to use inbound marketing today. Everyone told you that was the way to increase your business growth and profitability. Everyone told you that you’d see fantastic results after a few months. So you took their advice. You implemented inbound. But now you’re not seeing any noticeable difference in your sales. You don’t understand why.

If you’ve implemented inbound marketing but haven’t implementing inbound selling too, then you’re doing inbound marketing wrong. What’s the point of generating all sorts of quality leads if your sales people can’t close them?

The fact is inbound marketing isn’t just about using social media, SEO, and content marketing. For it to be successful, you need to turn your entire organization on its head. You need to follow a new way of thinking, a new methodology, not just in marketing, but in sales, too.

If you’re not converting leads into sales, then you’re doing it wrong. And here’s what you need to do to fix it.

Align Sales and Marketing

To see better results, you need to align your sales and marketing departments. These teams can no longer work on their own islands, completely separate from one another. They must communicate, they must collaborate, and they must work together towards increasing revenue. This alignment may be one of the largest opportunities available for you to improve your business performance today. When these teams unite around a single revenue cycle, stop competing or butting heads, and work together, you’ll see improved marketing ROI, higher sales productivity, and improved top-line growth.

Sales and marketing should work together on lead scoring and lead generation metrics and on content creation. They should share lead and customer intelligence. They should become one team.

Inbound Selling

As we mentioned earlier, it doesn’t make much sense to generate inbound leads if your sales people can’t close them. This won’t increase your revenue. You shouldn’t give inbound leads to outbound sales people. Outbound sales people won’t understand how to speak to inbound leads, what information to offer them, how to reach out to them, when, and where, how to gain their trust, or what selling strategies to use to close deals.

You need to teach your sales people new inbound selling strategies, best practices, and tactics. You need to rid them of their outdated selling techniques and outbound mindset. You must give them the inbound selling tools and technologies they need to improve sales performance. You need to set them up to succeed. You need to turn them into inbound selling superstars.

Sales Enablement

Sales people are stubborn by nature. They like doing things their own way. They’re resistant to teamwork, to sharing information, and to change. Trying to get them onboard with inbound can be difficult. It can be nearly impossible to get them to collaborate with marketing. And it can be hard to get them to ditch their old sales process, outbound selling strategies, and outbound methodology to take on a completely new mindset. But doing so is critical to the success of your inbound marketing strategy.

If you can’t seem to get past the resistance, then engage a digital marketing agency that offers sales enablement. On top of helping you with your inbound marketing strategy, the agency will be able to explain the new methodology to your sales people. It will offer coaching. It will teach them all the new knowledge they need to know. It will give them tools and technologies to help them sell. It will build up their confidence. And it will help them become successful inbound sellers.

We cannot understate the importance of having sales on board when it comes to inbound marketing. It can make or break your success.


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.