Inbound - The Blog: The Secrets Behind Click To Close


What Is Inbound Marketing Today? It's Changed Over The Last 2 Years

Marketing Has Changed So Dramatically You Might Not Recognize Inbound Marketing In Its Current Form

In all transparency, I’m a huge fan of inbound marketing. The idea of earning a prospect’s attention and focusing our precious marketing dollars on people already looking and engaged in their buyer journey makes much more sense to me than attempting to interrupt people who may be qualified through traditional reach and frequency marketing.

However, I know the challenges associated with inbound marketing and why it has changed so much so quickly. It takes patience and it takes time to produce significant results. The methodology is challenging to produce a lot of quality leads as it’s dependent on who is looking, regardless of their quality. It also takes a significant amount of work and investment. The key is that investment does produce assets that continue to produce results long after the creation investment is over. Still, I understand the challenges.



9 Secrets To Demand Generation No One Is Talking About

Driving Awareness For Your Brand And Creating Demand Requires Strategy

You’re all-in on demand generation. We get it; a lot of people are today. How do you get your message out to as many properly targeted people as possible? We do agree that marketing to people who don’t match your persona won’t produce results, so your demand generation must be properly targeted.

But you don’t want to do what a lot of people are doing — throwing money at the problem, trying everything and hoping something sticks. Instead, use smart and scientific ways to tackle demand generation to produce high-quality leads and results that are sure to get you promoted.



Demand Generation Tactics? Marketing Strategy Improves Results

Marketing Strategy Isn’t Only A Secret To Inbound Marketing Success; It’s The Secret To ALL Marketing Success, Including Demand Generation

If you notice, our blog isn’t filled with tips and techniques on how to use video, upgrade landing pages, design an infographic or get better at email.

To be honest with you, those articles are a dime a dozen on every single agency blog and most of the marketing technology blogs. Instead, we’ve focused on enlightening our subscribers with information to improve long-term performance of your marketing and sales initiatives.

To be even more transparent, the tactical stuff is a lot less interesting to us than the strategic stuff. You can Google “how to improve landing page performance” and get a large collection of articles on forms, headlines, copy, images, page design, etc. But Google “how to get more leads” and the articles are few and far between. Worse, the advice almost never focuses on what’s missing nine times out of 10 — the marketing strategy.



A 'Game Of Thrones' Guide To Lead Generation And Revenue

Dragons, White Walkers, Kings, Queens And Swords All Come Together To Help You Conquer Your Revenue Goals

Whether you’re a fan of Game of Thrones or not, no one can challenge the popularity of the show. The same is true with marketing. Today, you need the perfect combination of demand generation, inbound marketing and sales enablement to exceed your revenue goals.

Given the complexity of today’s marketing and sales tactics, it’s impossible to attempt to execute lead generation and revenue growth without a revenue strategy that includes both messaging and tactical configuration. Think about this like trying to take over the Westeros without a game plan.



5 Landing Page Experiments For Today To Drive Demand Generation Tomorrow

Inbound Marketing Is All About Testing, Experimentation And Optimization

As the chief revenue scientist at Square 2 Marketing, I’m constantly experimenting on our own marketing, sales and revenue generation. Currently, we’re in the process of experimenting with new dashboard technology, elevating our sales process experience and adjusting delivery confirmation all with one single mission in mind — drive additional revenue for our clients.

Along the way we’ve collected an encyclopedia of tests and demand generation experiments that have produced positive results, and we regularly roll those out for our clients. We want companies working with us to benefit from the rich and extensive experiences we have getting results for our clients. Why recreate the wheel when we already know how to adjust and optimize marketing programs to drive increases in leads, new customers and revenue?



Why Done Is Better Than Perfect When It Comes To Revenue Generation

Demand Generation Requires You To Go Live When Done, Instead Of Holding Until Perfect

At the risk of making all of the businesspeople reading the blog uncomfortable, you have to let go of this idea that marketing needs to be perfect before it’s launched.

Your website is ready to launch, but you just want to read it over one more time. No! Your new strategic messaging isn’t quite right, so you want to make a few more tweaks to it before you let us start using it. No! The new e-book needs one more round of revisions before youre comfortable making it public. No!

Why would I say something like this? This work represents your firm. If it’s not perfect, it’s a reflection on you. Taking extra time to make it perfect is going to pay off in the long run. We should be careful what we say publicly.

These are all valid points, but they don’t outweigh the power of moving work outside the safety of the agency and into the public domain for one reason and one reason only: You want marketing results and revenue generation. We want to get that for you, but to do it that work needs to see the light of day.



Tasked With Demand Generation? A Quick Assessment To See If You're Impacting Revenue

Marketing’s New Edict: Drive New Customers And Revenue Or Die Trying

If you Google “demand generation” you’ll find similar definitions to the one I found: the focus of targeted marketing to drive awareness and interest in a company’s products or services. That makes sense, but it’s probably a definition created four or five years ago.

Today, demand generation is about the creation of high-quality sales opportunities that the sales team can close quickly, producing the level of revenue defined by the company’s business objectives.

The definition I found on the web sounds a lot like what marketing used to be — get your name out there. The definition I’m offering sounds more like what we do  generate revenue for our clients. I’m guessing most people are expecting marketing to produce revenue, and so are we.



The Smartest Marketers Do Demand Generation And Inbound Marketing

The Current Environment Requires Both Inbound Marketing And Demand Generation Tactics To Drive Revenue Growth

Yesterday, I tweeted an Ad Age article about Google increasing its ability to block certain ads it deems overtly interruptive. I think it’s safe to say this trend is likely to continue. Ad blockers and companies like Google that have a monetary interest in blocking ads (and driving people to AdWords) are going to make some of our demand generation tactics challenging.



If You Whiffed On Account-Based Marketing, Here's How To Recover

4 Secrets From The People Practicing Account-Based Marketing (And Not Just Talking About It)

It’s one of the hottest practices in marketing and sales today. Account-based marketing has its own experts, its own technology and its own set of expectations. Even the inbound marketing community is talking about ABM.

But talk will only get you so far. In the end, it’s about results. How many people did we connect with? How many of them are engaged with us? How many are actually qualified sales leads? How many are actual sales opportunities? How good are those opportunities? What is the total potential revenue in the pipeline from ABM leads? What is our close rate on ABM leads? And finally, the obvious question — how many new customers did we sign and how much revenue did we generate?



Top 4 Ways To Engage And Nurture Customers With Retention Marketing

As every business owner knows, it’s much harder to get a client than it is to keep a client. So, to keep your client retention rates high, you must keep your clients happy and engaged.

Most companies use lead nurturing strategies for marketing programs, with the goal of moving prospects through the sales funnel using emails or social media to offer content, promotions and personal touch points. But sometimes we give short shrift to continuing this process once someone becomes a customer. 

The Harvard Business School found that increasing customer retention rates by 5% increases profits by 25% to 95%.