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How To Align Marketing Delivery With Your Company's Marketing Strategy

What To Work On, When To Work On It And What Are The Expected Results? It Can Be Confusing

When you think about everything you can do to drive inbound marketing leads for your business, the collection of tactics is overwhelming. What makes this even more challenging is that you should be executing on these tactics every day, every week and all month long. It never stops.

But most companies can’t do everything all of the time. Either budgets constrain what tactics you deploy or (I guess this is related) you don’t have the hands to execute everything. Your limited team just doesn’t have enough time in the day to do everything. You must prioritize and you need a delivery methodology that supports your strategy and your constraints.

Your team should be focused on what’s going to drive the biggest impact for the least amount of effort. By cycling through this prioritization exercise as frequently as possible (we recommend every 30 days), you align the delivery with your marketing strategy every single month.

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How Revenue Playbooks Drive Leads, New Customers And Revenue Growth

Both Marketing And Sales Teams Need Playbooks, Like Offense And Defense On A Football Team

I want you to think about a pro football team for just a few minutes. It won’t matter whether you’re a fan or not. On average, a team runs around 60 plays a game, which means the defense is also on the field to defend around 60 plays a game. Each team fields 11 players for each of those plays and during those plays each of the 11 players has a responsibility to execute a very specific task.

What does this have to do with revenue growth? The similarity is the complexity of the overall mission. In football, players are executing a series of plays in a coordinated manner with a diverse set of people, and the mission is to move the ball into the end zone. When you think about it, it sounds a lot like sales and marketing. You’re executing a series of sales and marketing tactics in a coordinated manner so that the prospect is moved through the funnel while leveraging a diverse set of sales and marketing team members until revenue is generated.

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3 Reasons Inbound Marketing Is Failing And How Agile Marketing Fixes It

You Don't Need To Run Inbound Marketing And Agile Marketing At The Same Time, But The Results Speak For Themselves

I’m going to take a guess – you found the title of this article interesting because at least some aspects of your inbound program are not performing up to your expectations. Maybe you’re not seeing enough organic visitors to your site, or you don’t have enough people reading your blog, or your top landing pages are not converting at a high enough rate. Maybe the situation is so bad that you’re considering scrapping your inbound marketing efforts.  

A lot of things could be preventing your inbound marketing program from producing the expected results, but if you’ve following the basics of inbound marketing and you still don’t see the needle moving up, try being more agile.

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7 Ways Agile Marketing Improves The Performance Of Inbound Marketing

Inbound Can’t Be Inbound Without Agile

Agile marketing is a phrase that’s starting to get traction, at least in the agency community, but with a lot of clients as well. The challenge is Agile marketing has a different definition depending on who you’re talking to.

Ask most inbound marketing agency owners or marketing team leaders if they practice Agile marketing and the answer is going to be yes. They’re not lying. They believe they respond in an agile way to client requests or requests from internal stakeholders. They believe they work in a way that is agile. But in reality, do they practice Scrum and deploy all the rituals, practices and techniques that allow Agile marketing to improve results? The answer is no.

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Want Leads From Inbound Marketing? Agile Marketing Is Your Only Option

Data-Driven Marketing Requires You To Respond Quickly To The Data; Agile Is The Only Way To Deliver

Never before in the history of marketing have people had access to the quantity and quality of marketing program performance data available today. This data and the opportunity it offers us is forcing inbound marketing agencies to assess how they deliver and come up with new delivery models.

Agile marketing and Scrum is an example of how the way agencies work with clients is changing dramatically. But this change is also a signal to internal marketing teams that they need to change, too.

Long-term planning is dead. Twelve-month marketing plans are dead. Six-month content calendars are dead. Waterfall project management is dead. Today, if you want to generate results for clients, you need to be able to review real-time data on program performance on Monday, come up with an action plan on Tuesday, get that plan in play on Wednesday and start watching the metrics on Thursday.

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What Agile Consultants Don't Know About Agile Marketing And Inbound Marketing

Agile Marketing Is So New Agencies And Marketing Teams Are Still Figuring It Out

Most of you know I love data, so I did a quick Google Trends search to see how highly searched Agile marketing is and then compared it to inbound marketing just for fun. The data shows searches for Agile marketing are trending up, but in comparison to inbound marketing? Well, it's no contest.

What that tells me is that Agile’s application in the marketing world is still very, very early. Even when you search for Agile marketing, the website pages, blog articles and websites are remarkably light. There’s just not a lot of information on Agile marketing.

But what you should know is that Agile marketing is necessary if you're planning on implementing inbound at your company.

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Inbound Marketing Skyrockets Results For Compliance Wave

Agile Inbound Marketing At The Speed Of A Startup 

Compliance Wave, a compliance and ethics startup based in Red Bank, N.J., has aggressive goals.

Joel Rogers, CEO, and Jay Sullivan, chief creative officer, aren’t shy about their marketing and business goals. They needed a HubSpot inbound marketing agency partner to propel their startup’s website conversion rate from an already impressive 5% to 6.5%, and fast.

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How Agile Marketing Means Never Having To Go Through A Major Website Rebuild Again

Inbound Marketing Gives You The Tools And Agile Marketing Gives You The Methodology

We’ve all had to endure that six-month website rebuild that takes longer than expected, is missing some key functionality, goes over budget and is flat-out painful for you and your agency. It’s no one’s fault. These projects are usually complex and expectations are often misaligned.

But I have some very good news. You never have to go through that again. Today, leading digital marketing agencies don’t do big website rebuilds like this anymore. Inbound marketing and Agile marketing have provided the tools to create smaller website launches that can be done in 30 days, with new features and new pages launched every 30 days.

This allows the site to launch sooner, start generating leads sooner and generate ROI sooner. Plus, this approach allows the site to get smarter immediately, as you use data from the site to prioritize new pages and features month over month — forever. Never rebuild your site again!

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What Is Agile Marketing And Why Does Your Inbound Marketing Need Agile?

You Can’t Get Results From Inbound Marketing Without Agile; Yes, It’s That Important

If you asked 100 marketing people from either in-house teams or inbound marketing agency teams “are you doing Agile marketing?” most will answer “yes, of course.” They don’t mean to be deceptive in any way. They truly believe that the way they execute is Agile, and perhaps it is to some extent.

But that’s not really what the question intends to uncover. The question is very specific. Are you doing Agile marketing? To be even more specific: Do you use Scrum or Kanban? Do you have daily stand-ups? Do your teams run weekly or bi-weekly sprints? Do they have retrospectives at the end of the sprints? Do you do sprint planning? Do you use a backlog of tactics and is this groomed on a regular basis? These questions tend to produce different responses and most of those include the look on the woman's face above.

Let’s start at the beginning. What is Agile marketing?

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Upgrade Your Web Design Process For Better Marketing Performance

4 Key Steps To Build A Peak-Performing Website

Editor's Note: Mike is off blog duty this week. We'll be featuring blog posts authored by a few other members of the Square 2 Marketing team. Happy reading!

Ask yourself, “How important is my website to my business?” If you’re like most, your website likely plays a pretty critical role in the success of your business.

Yet as important as websites are, why do many businesses spend so little time developing a peak-performing website? It’s common to launch a site and let it sit for three to five years with little or no improvements.

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