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6 Secrets To Account-Based Marketing Derived From Inbound Marketing

ABM Has Many Connections To Inbound Marketing; Take The Best Of The Science To Improve Results

Even marketing has its trends and today one of the biggest, most popular trends is account-based marketing (ABM). Everyone is talking about it and everyone thinks they’re doing it or getting ready to do it. Everyone is excited about its potential. But if you’ve never deployed an ABM strategy before, you might be surprised to learn there are very specific ways to make it work.

We learned through our execution of inbound marketing how to weave account-based marketing into an overall inbound program. This unique perspective provides interesting insights that are guaranteed to help you improve your overall revenue generation efforts.



Insist On Doing Cold Emails? Use Inbound Marketing To Warm Them Up

If We Can’t Talk You Out Of Cold Emails, At Least Let Us Help You Get Them To Work Better

In a recent article, I begged you to stop sending unsolicited cold emails as part of your marketing campaign. I stand by that position, but I’m a practical man and I understand why some of you insist on using this practice today. Even with a horribly low open and click-through rate, you still get a bite every now and then, and sometimes those bites turn into revenue. I get it.

We’ve learned some techniques from our years of practicing inbound marketing that can be applied to this tactic to improve the performance enough to make the program decent from a metrics perspective. I also think it’s important to know what performance expectations you should be looking at before, during and after you launch your own email campaigns.



The Science Of Search Applied As Part Of An Inbound Marketing Program

Inbound Marketing Is A Scientific Method Designed To Drive Leads And Search Is The First Part

Inbound scientist checking in here. I’ve been in the lab most of last week looking at a way to predict website visitors based on a variety of inputs and its coming along brilliantly. The next step is to test our calculations with a variety of clients and prove that the formula works consistently. Stay tuned. But today I want to share how you can apply science to help you get found more frequently on search engines.

Yes, it’s true. There is a science behind search engine optimization, or getting found on the web. The back story to that statement is the effort requires a complex connection of related marketing tactics executed synchronously over a period of time. It also requires a deep dive into the current search analytics, a well-defined SEO strategy and a plan of attack that you stick with and optimize over time.



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.



How Many Inbound Marketing Leads Could I Drive With Super Bowl Ads?

Many More Than The Actual Ads By The Companies Spending Over $5 Million For 30 Seconds

Let’s get the stats out of the way first. According to VarietyFox is charging marketers anywhere between $5 million and $5.5 million for a 30-second ad during the Super Bowl this year. ... For comparison, the average price of a 30-second ad during Game 7 of this year’s historic World Series was just over $500,000. The price for a similar spot during the 2016 Oscars cost about $2 million.

But wait, now we hear it’s not enough to shell out $5 million for the 30-second spot. Ad execs are suggesting you have to advertise your advertisements. One marketing executive told The New York Times that its common for advertisers to spend an additional 25% or more of the cost of their commercial slot just on promoting the ad in the lead-up to the Super Bowl. That means advertisers are tossing another $1 million into the fire to promote their Super Bowl ad. It’s just craziness.

Here is another data point for your consideration. As a article reports, “advertisers must also contend with the potentially high production costs of putting together a commercial. ... The average production cost for a Super Bowl ad in recent years was reportedly north of $1 million. Cha-ching! Now we’re up to $7 million to get the 30-second ad out. But wait, it gets better.



Stop Emailing Me! Inbound Marketing Means I Give You Permission First

Nowhere Does Unsolicited Email Marketing Fit Into A Well-Thought-Out Inbound Marketing Program

WARNING: This might seem like a rant, but it’s not. It’s a plea to everyone who insists on sending emails to people they don’t know, have never talked to and have no knowledge of their business situation. Just because I might need what you do doesn’t mean you can interrupt me or your prospects with unsolicited email marketing.

Please look at this on a risk-reward spectrum. To be more specific, what is the best-case outcome from this type of email campaign, what is the worst-case outcome and what is the most common outcome? The best-case outcome is obviously a new sales lead; not necessarily a sales opportunity but definitely a lead. The worst-case outcome is a pissed off potential prospect who may never do business with you because of the interruption.

Finally, the most likely outcome (from a numbers perspective) is to be simply ignored. This means the email is just deleted with no response. The question you need to ask yourself is this: “Is the return from this type of effort or campaign worth the risk on the bottom end of the risk-reward spectrum?”



What Is Account-Based Marketing (ABM) For Inbound Marketing Programs?

Inbound Marketing And Account-Based Marketing Work Perfectly Together

I was talking to a client the other day and he said, “We want to focus on account-based marketing, not inbound marketing.” It took me a second to recover, but I wanted him to know that these are not mutually exclusive concepts. Theyre complementary concepts that when paired together produce dramatically better results than if they’re applied separately.

Perhaps it makes sense to clearly define what account-based marketing (ABM) is and what it’s not. ABM is an approach to B2B marketing that targets specific buyer profiles (the company) and buyer personas (the people); directs helpful messages in the form of educational content to help each prospect; and then continues the conversation with nurturing activities that shape the prospect’s buyer journey.



A Step To Inbound Marketing — Google Takes A Stand On Website Pop-Ups

Stop Interrupting And Start Earning Your Visitors’ Attention

On January 10, 2017, Google introduced the mobile intrusive interstitial penalty, which penalizes intrusive interstitials that manifest themselves directly after going from the results of a Google mobile search to a specific page. What the heck does “interstitials” mean?

Interstitial ads are full-screen advertisements that obscure the interface of their host application. Usually these ads are displayed at organic transition points in the flow of an application. Often, they freeze for a designated number of seconds before an “X” out opportunity is presented on the screen.

Genius Monkey offers a simple article to explain more about the details, but the short story is you should continue to focus on quality of content and not tricks that interrupt a visitor’s experience on your website. This Search Engine Journal article offers even more details and the picture here illustrates some of what to avoid.



7 A/B Tests To Help You Improve Your Inbound Marketing Lead Generation

Inbound Marketing Is A Science And Science Dictates That You Test Everything

Once data became available on almost every aspect of marketing, it evolved into a science. Today, we have real-time data on everything, including website visitors, conversion rates, leads, blogging, content, email, search, rankings and page performance. It’s all there in black and white — no more gray areas.

What this means is that you’re now able to systematically improve your marketing over time by testing various components in a structured way. One of the best ways to do this is by applying a “we should test that” attitude to your inbound marketing and by applying A/B tests in as many relevant places as possible.



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.