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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.



4 Account-Based Marketing Insights From An Inbound Marketing Agency

Account-Based Marketing Is Not The Silver Bullet People Are Counting On; It’s Just One Arrow In Your Stocked Quiver

I just had a client tell me that they’re moving from inbound marketing to account-based marketing.

In our experiences, it’s not a one-or-the-other scenario. I pointed out that theyll still need an amazing website, highly creative and educational content, well-orchestrated lead nurturing and, most importantly, the messaging, stories and disruptive content to get someone’s attention who is not yet aware of their solution.

They were receptive and appreciative of the insight, but that doesn’t seem to be the general perception in the marketplace. As an inbound marketing agency leader, what I see at a macro level is people now think account-based marketing is the secret to their demand generation, lead generation and new customer acquisition challenges. I’m sorry to say that if you think ABM is all you need, you are going to be disappointed with the results.



Do You Need Demand Generation Or Inbound Marketing? How To Decide

It Might Not Be Inbound Marketing Or Demand Generation; It’s Probably Both

Marketers love to label everything. Perhaps it’s the creative side of what we do. So, we created a label for the kind of marketing that focuses on people actively searching for what you do, and we call that inbound marketing. We also created a label for the kind of marketing that focuses on people not actively looking yet, and we call that demand generation.

It would be nice if it was that simple, but because everyone uses these approaches differently, the lines are increasingly blurry and there has definitely been some fraying at the edges. For instance, consider pay-per-click. Its advertising (paying for placement), but people are actively searching for the phrase, so is it inbound or demand generation? Maybe it doesn’t matter. Maybe the key is evaluating your situation and creating the right mix from a variety of methodologies.



How To Conduct An Inbound Marketing Scientific Experiment

Knowing How To Test Inbound Marketing Tactics Produces Better Results

If you’re doing marketing correctly, all of your conversations should have an element of data, metrics, numbers and quantitative analysis associated with them. There are no more questions like, “Did it work? Is it working?” You know, beyond a shadow of a doubt. The numbers show you. The science of inbound marketing ensures you know if your marketing is either working as expected, working but less than expected or not working at all.

But knowing what’s working is just the first step. The real secret to inbound marketing results, demand generation and frankly any type of marketing is being able to make improvements over time. The methodology for making constructive and productive improvements is not random adjustments in the hope that the numbers improve but rather a scientific method of testing.


Why Today I'm Embarrassed To Be In Marketing

And Why We, As Advisors And Consultants, Might Have Failed Our Clients

WARNING: There’s a rant coming in this blog article.



Demand Generation, Account-Based Marketing Or Inbound Marketing? What's The Recipe?

The Answer Has More To Do With Your Business Goals Than The Marketing

Everyone agrees that marketing has become a lot more complicated than it used to be. As a CMO or even as a CEO with marketing reporting to her, you can’t just go to 10 trade shows, send 12 emails, re-launch your website and call it a year.

Today, marketing strategy has to be accountable for results, leads and new customer revenue. It’s not enough to have 20 people come by your booth at the industry trade show; those should be 20 highly qualified sales opportunities.

To make it worse, now there are phrases and labels for different types of marketing. There’s inbound marketing, demand generation, account-based marketing, content marketing and even traditional outbound marketing like advertising. How do you find the right mix for your company?



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.