Inbound - The Blog: The Secrets Behind Click To Close

 

Inbound Marketing Enhances Your Prospects' Experience To Close More Business

Inbound Marketing And The Prospect Experience Hold The Secret To Higher Close Rates And Shorter Sales Cycles

Want to close more new customers? Want to close them more quickly? Want to beat your competition more consistently without having to discount or compete on price? Inbound marketing holds the secret to creating a “click-to-close” experience for your prospects that makes your company the obvious choice.

Achieving the goals outlined above has less to do about the tactics youre working on and more about the experience you create for your prospects while they’re interacting with your marketing and participating in your sales process. In the end, if you provide them with a highly educational, guided and thoughtful experience, our research shows you’ll get the business.

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Why Your Content Marketing Needs Passive And Active Content

To Generate Leads, Match Your Content Marketing Efforts Perfectly With Your Prospect’s Content Needs

A lot of marketers out there think content marketing is enough to drive leads. They might be right – for the sake of this article, let’s assume they are. It's an important step that they’ve embraced content as an important aspect of helping prospects feel safe during their buyer journey, and that theyre using content to get prospects to select them.

Now lets focus on what kind of content is needed, in what type of company, to drive high quality leads and then convert those leads into new customers. If you’re creating the wrong content and delivering it at the wrong time, to the wrong person – you might be driving your prospects right into the open arms of your competition. 

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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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5 Inbound Marketing Website Upgrades To Drive Revenue Today

Inbound Marketing Is About Results; Optimizing Your Current Website Produces Immediate Demand Generation

If you’re looking to drive short-term increases in your marketing program’s performance, the first place to look is your current website. A number of website upgrades associated with your marketing optimization efforts help to produce immediate results.

Keep in mind that these tactics will not immediately improve your website visitor numbers. Those are longer-term initiatives, and even if these tactics do have the ability to increase visitors, they will not do so in short order. The tactics included in this article are better suited for sites with over 1,000 visitors a month. For sites with fewer visitors, these tactics will increase leads generated from your site, but you’ll need additional tactics to drive up the number of visitors.

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How To Build A Strategic, Scalable Content Marketing Strategy That Generates Leads

Content That Doesn’t Generate Revenue Is A Waste Of Time And Money

In a previous article, I wrote about content being the fuel that allows the marketing engine to achieve optimal levels of performance. Think about your revenue generation machine as a NASCAR vehicle. It needs to be finely tuned with the fuel mixture dialed in just right and a team in the pit crew to keep it in race condition.

If you want more leads, more new customers and to exceed your revenue goals, you need this same approach to both marketing and sales.

You read that right; content isn’t just for marketing anymore. Today, the content you leverage in your sales process might be even more important than the content in your marketing process. After all, the people getting your content in the sales process are already qualified, they’re actual opportunities and they’re engaged in a buyer journey. What you say to them and how you say it will make or break your chances of turning them into new customers, beating your competitors and driving revenue.

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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.

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Content Marketing Is The Fuel For All Types Of Marketing Strategies

Inbound Marketing, Demand Generation, Account-Based Marketing, Email Marketing And Influencer Marketing All Need Content To Drive Results

Over the weekend, it occurred to me that with so many marketing strategies available to marketers these days, it’s very hard to figure out which methodology, tactic or combination of tactics is right for your company. That got me thinking about how content is the one consistent thread across all these types of marketing systems.

Inbound marketing needs content to convert visitors into leads. Demand generation needs content to create awareness. Account-based marketing needs content to engage prospects. Even search engine marketing needs content for the search engines to find, rank and present content to people searching.

If these diverse marketing methodologies are the engines that drive leads, new customers and revenue, then it seems apparent that content is the fuel. An engine without fuel won’t run, an engine with the wrong fuel will run sporadically and an engine without enough fuel will run inconsistently.

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Why A Stocked Resources Page Might Not Produce Inbound Marketing Leads

Your Prospects Don’t Want To Do The Work, So Make Sure Your Content Marketing Strategy Doesnt Ask Them To

This is probably going to sound ridiculous, but bear with me, because its relevant to this topic. When I go to the supermarket, I don’t want to bag my own groceries and I don’t want to have to return my cart to the store. I have a job, and I don’t want to work at the supermarket, too.

This applies to the content on your inbound marketing website. I’ve noticed a trend at other agencies and with clients that are asking for and creating these large repositories of content called resources. Here, they very cleverly package up all of their content in nice categories for visitors to self-serve and select exactly what they want.

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7 Surefire Ways To Fail At Content Marketing Lead Generation

In The Battle To Drive Revenue And Profits, Content Marketing Is A Critically Important Weapon

Content Marketing Drives RevenueThe content on your web pages, blog posts, landing pages and downloadable educational resources gives you an opportunity to attract prospects, build trust with them and answer questions critical to their buyer journeys. Without content, your digital marketing assets would be a series of empty web pages.

Content is everything. If you fail to make it a cornerstone of your marketing strategy, your lead generation efforts will suffer. Unfortunately, far too many businesses don’t know how to put the right strategy behind their content.

Here are seven surefire ways to fail at content marketing. Work hard to avoid these at all costs.

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Quality Vs. Quantity: The Inbound Marketing Balancing Act

It’s Not As Clear As Other Inbound Marketing Experts Make It Sound

You’d think it’s straightforward, right? Most experts agree that you shouldn’t create a ton of content simply because more means better. They’re right, for the most part. But the answer isn’t as simple and straightforward as they’d make it appear.

Yes, quality content marketing is going to trump poor-quality content, and if you continually generate poor-quality content simply to produce, you’ll end up with an audience of unhappy fans. That means fewer clicks, fewer visits, fewer conversions and diminishing inbound marketing results. But how do you measure quality? It’s in the eye of the reader and you can’t measure quality based on size. Having short copy doesn’t always mean it’s of lesser quality than something longer or more in-depth.

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