Inbound - The Blog: The Secrets Behind Click To Close


How To Use A Buyer Journey Map To Increase Visitors, Leads And Revenue

Understanding The Buyer Journey Helps With Inbound Marketing And Demand Generation Tactics

You’ve probably heard a lot about the buyer journey over the past year. It’s become a big buzzword in a world of buzzwords. But when you think about it, understanding the buyer journey and being intimate with it does provide a ton of insight that becomes valuable when crafting marketing strategy, marketing messaging and tactical revenue growth plans.

Interestingly enough, it also falls in line with a growing move to align sales and marketing into one single revenue team that is focused on delivering a complete click-to-close experience for your prospects. That buyer journey sometimes starts before your prospect visits your website for the first time and it ends when they sign your paperwork.

Today, some experts are suggesting it doesn’t end there, and that you should be working just as hard to delight your current customers as you are to attract new customers. I’d agree. However, I think most businesses are in a better position to take care of their current clients than they might be to attract and secure new clients.



How Inbound Marketing Helps Create The Ultimate Buyer Journey And Why You Should Care

Creating The Experience Is The First Step To Getting All The Inbound Marketing Leads You’ll Ever Need

I know you don’t really care about the buyer experience. Sure you pay lip service to it and you kind of understand why it’s important conceptually but I know it’s not what keeps you up at night. What keeps you up is the lack of leads for your sales team, right?

You don’t have enough to hit your revenue goals. You don’t know what to do about it. You know cold calling isn’t right nor is it working like it used to. In fact, most of your marketing just doesn’t produce like it used to but you don’t really know what else to do. Sound familiar?

You’re not alone, CEOs across the planet are struggling with the same challenges. If only you had more leads. Let’s not dismiss this idea of the buyer journey and the prospect experience so quickly. If I told you you’ll have all the leads you need and more if only you create a truly remarkable prospect experience—would I have your attention?  I hope so.



Make Your Inbound Marketing People-Centric, Not Company-Centric

People Do Business With People, So Inbound Marketing Has To Be Targeted To People

When we meet with clients for the first time, one of the biggest adjustments is moving them away from thinking about their prospects as company targets and toward thinking about them as people. People do business with people, so marketing has to be people-centric.

This starts with personas. The development of buyer personas is more about who your prospects are as people and less about the companies they work for. Where do these people spend their time online? What are they reading? What questions do they have on their buyer journeys? Who are their influencers? All of these questions need to be answered before the marketing tactics can commence.



4 Content Mistakes That Destroy Inbound Marketing Results

When executed correctly, content marketing elevates your inbound marketingcampaign and enables you to generate more leads.

By providing your prospects with educational content that helps them solve their pains, you establish yourself as a thought leader in your industry. Then, when your leads finally reach the point in their buyer journey at which they’re ready to buy, they’re going to think of you first and contact you. This makes it much easier to convert leads into customers.

Unfortunately, many companies don’t know how to carry out the content marketing portion of their inbound marketing campaign. If you fail to implement this properly, you risk making damaging errors that devastate inbound marketing results.

To get the best outcomes from your inbound marketing content, avoid the four success-killing mistakes below.



Inbound Marketing Is All About User Experience

Buyer behavior has changed and seller-centric marketing is dead. Customers no longer want to be disturbed by advertisements and cold calls telling them all about a certain business or product. These outdated tactics have two things in common. First, they interrupt prospects at times they don’t want to be bothered. Second, they are all about the seller, not the buyer.

Adopting an inbound marketing strategy for your business forces you to stop thinking about your service and product, and to start thinking about how you are able to help your prospects solve their problems. It’s not always an easy mindset to shift to, but the dramatic increases you generate in leads and conversions make it worthwhile.



Inbound Marketing Only Works When It's Aligned With The Buyer’s Journey

Why is inbound marketing so dependent on the buyer’s journey?

What difference does it make? Can’t we just create content, publish it and drive results without this extra step?

Of course you can, but getting good at inbound marketing includes understanding the nuances that help you turn average results into awesome results.



How Inbound Sales Helps Navigate Today’s Highly Complicated Sales Maze

Forget the traditional sales funnel. It’s gone. Today, people don’t flow down a V-shaped pipe.

Instead, they work their way through a maze, creating their own personal buyer journey, which is impacted by any number of internal and external influences. 

The goal of your inbound marketing and inbound sales efforts must evolve, too. Your sales people and the marketing you’re creating must be strategic in order to help your prospects navigate through that maze.

You need to be there at the converging paths and help them make the right decision – left, right or straight.

If you’re not sure how to do that, don’t worry. You’re not alone. Most of the world is also grappling with this change. While it appeared to have happened overnight, this change has been going on for a long time. It’s only now that people are talking about it.



Inbound Marketing: Don't Dis The Gmail Address As A Bad Lead

Inbound marketing and traditional marketing share some similar challenges. One of the most significant is that both types cast wide nets and sometimes catch leads who might not fit the perfect persona.



Social Listening Throughout The Buyer Journey

We talk a lot about the buyer journey, and for good reason – where your prospects encounter your business and what you're saying at those stages are the two most crucial components that guide your customer relationships. To that end, social media platforms have been a major focus for businesses looking to build relationships with their customers on their turf.

Social media marketing, however, is about more than being a member of a social community. Effective social media marketing means you're listening to your prospects and customers, not just spewing out all the content you can muster with the hope that someone cares. Let's take a look at how social listening answers key questions in all the stages of your customer lifecycle.

Is there really a market for this product/service?