Inbound - The Blog: The Secrets Behind Click To Close

 

The Big 3: You Need These New Roles For Revenue Generation Marketing

Demand Generation With Inbound Marketing Tactics Requires These Roles To Produce Results

Youre ready to tackle the complexities of today’s revenue growth challenges. You get it. You know it’s not about marketing or sales; its about revenue. You see how demand generation focuses on getting people aware of your company and you see how inbound marketing earns the attention of people in an active search mode.

But you probably also see that the work needing to get done is complex and requires an entirely new set of skills. It’s highly unlikely that you’ll hire a new graduate, turn them loose and have them immediately building your funnel model, creating content, contributing to your stories, optimizing your website, using technology and impacting results in the first month.

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Experienced Content Marketing Strategy Deploys A Hub-And-Spoke System

If You Want Leads And New Customers, Content Marketing Needs Strategic Thinking

Your content marketing efforts must produce results. If you’re not seeing leads from your content, if your content is not helping you close new customers and if your content is not pushing up your close rate and pushing down your sales cycle, then it’s probably because you don’t have the right strategy behind your content creation efforts.

There has been a lot of chatter lately about content marketing strategy and a defined methodology behind content creation. It’s like people just realized you can’t simply create content and expect results. We’ve been using our proprietary hub-and-spoke methodology to create content for years because it allows for incredible efficiency in the creation process, it connects the marketing tactics to tell a consistent and powerful story, and most importantly, it produces results.

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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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Gated Content Vs. Ungated Content Inside An Inbound Marketing Program

Why Your Goals Drive The Decision Around Gating Content

To gate or not to gate? That is the question. Do you give your visitors all of your content, allowing them to download everything without giving you anything? Or do you gate everything and do your best to encourage, motivate and reward visitors with amazing content, as long as they share their contact information with you in exchange for that content?

This is a question marketers are asking themselves more frequently these days. The answer lies in your content strategy and marketing goals. If you want to generate awareness for your brand, products/services and your company, then ungating all or most of your content makes perfect sense.

If lead generation is your objective, then gating all or most of your content is the right move. It’s possible that you fall somewhere in the middle, in which case gating some and ungating others is the way to go. It all comes down to your goals and objectives.

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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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The Secret Ingredient To Launching A Winning Website: Personas

Are you thinking about launching a new website? If so, you have probably (to some extent) thought about what you want it to look like. Maybe you want it to be easy to navigate, mobile-friendly or really simplistic and smooth. Perhaps you want a lot of focus on your products/services page. Maybe all you know at this point is that you want a new website and you like the color blue, so blue should probably be incorporated somewhere.

Regardless of the degree to which you have thought about or researched a new website, this should be the first thing on your mind moving forward: Who is the website for?

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Applying A Hub-And-Spoke Model To Your Content Marketing Strategy

This is an updated version of a blog article that was originally published in September of 2014.

Everyone is talking about content marketing.

It’s obvious that you need content in order to connect with your audience, pull them into your website, educate them on a topic and eventually help them make a smart purchase decision by working with your business.

The content strategy development process is complicated: What content do we create? In what format? How often? How do we promote it? How do we optimize it? How does each piece of content inform the next? How do we ensure it turns visitors into leads? The questions are endless.

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Prospects Should Want To Binge On Your Inbound Marketing Content

When People Are Drawn In, They Can’t Help But Be Bought In

Most of us have had the pleasure of binge-watching our favorite shows, like House of Cards, Downton Abby and Fear the Walking Dead. Whatever type of show you like, binge-watching is a new way of enjoying content, one that you should aspire to replicate within your own inbound marketing program.

There are some patterns that go along with the most successful shows and why we love binge-watching them. If you apply this thinking to your content strategy and then plan your content accordingly, you can deliver a similar experience for your prospects that’s sure to improve your conversion rate, which means more leads for your sales team.

Here’s how to make your content binge-worthy.

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How Context, Not Content, Makes Inbound Sales Exponentially Powerful

Content Is Interesting, But Content In Context During The Sales Process Equals Revenue Growth – PART 2

Part 1 of this article addressed context within the inbound marketing part of the process. In Part 2, we’ll talk about context within the inbound sales part of the process. Enjoy!

To recap for those following at home, here’s a link to the back story of the company we’re using to describe how context fits into the sales and marketing process. To back up just a bit further, the sales process kicks in when prospects hit the bottom of the funnel and request to speak with someone on your team.

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