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Run, Forrest, Run! Why Inbound Marketing Teams Never Stop Running

Getting Inbound Marketing Results Demands Constant Care And Feeding; It Never Stops

You’re running an inbound marketing program and you’re a little disappointed with the results. You thought you’d be further along by now. What’s preventing you from seeing more leads, opportunities and new customers? The answer might be what you’re doing, how often you’re doing it and the way you’re doing it.

Inbound is a little different than demand generation, advertising and even any of the individual tactics you might be familiar with like search, social or email marketing. Inbound marketing is a collection of tactics that require you to be working on them day in and day out. It’s not like building an ad campaign where you place the ads and watch them perform. It’s not like lead nurturing campaigns where you build them, install them and watch how they do.

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Growth-Driven Design Or Inbound Marketing Optimization: Which Is Right?

Knowing The Difference Might Mean Hitting Your Goals Instead Of Missing Them

It’s funny how ideas get momentum. Growth-driven design is something that a lot of people are talking about. Luke Summerfield, the self-proclaimed father of growth-driven design, defines it as a method that minimizes the risks of traditional web design. GDD uses a systematic approach that shortens the time to launch by focusing on real impact and continuous learning and improvement.

To use simple terms, instead of spending four to six months working on a major website re-launch that includes getting every single feature, page and element right, you’ll launch a much smaller site in just 30 days. The launch will include only the “must-have” features, but over time and – this is critical – based on data, you'll add new elements to the site to improve its performance, in terms of visitors and leads.

Who could argue with that?

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Inbound Marketing Optimization Vs. Marketing Automation: Which Is Right?

You know you need software, but what kind of software is right for your business?

Do you need marketing automation software, like Marketo, Pardot or Eloqua (Oracle)? Perhaps inbound marketing optimization is what you need, and thus, a product like HubSpot is going to be better for your goals and objectives.

How do you decide? So many options, so little time.

This is a critical decision. To help make this important decision easier, we’ve prepared a handful of questions that should point you in the direction of the right software for your specific marketing situation.

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How Has Inbound Marketing Changed Over The Past Three Months?

The first quarter is behind us, and we’re into spring. Since inbound marketing is one of the most dynamic and ever-changing practices, there's been a lot that's changed over the past few months.

If you don’t stay connected to the best practices that are driving leads, you run the risk of using inbound tactics and techniques that might not produce optimal results.

Here are some of the changes we’ve been implementing in our client engagements. Since we test on ourselves first, you can be sure that these are tried-and-true enhancements, proven to deliver improved results to our clients. Whether they work for you or not is 100% up to you.

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Inbound Marketing: Optimization Is The Future Of Marketing

Life before inbound marketing probably sounded something like this ...

You get your campaign assets together: print ads, banner ads, direct mail, sales slicks and some pay-per-click ads.

You launch your campaign and let it run for 30, 60, maybe 90 days before getting together to evaluate the results.

You know what you spent on the campaign, but do you know what you actually received from that investment?

Sure, you might know some of the metrics, like the number of people who clicked on your ad or the number of people who landed on your homepage from a PPC ad. But, beyond that, it's a bit of a black hole.

Fortunately, that "wait and see, hope it works, keep your fingers crossed" feeling you used to have is now gone forever. If you’re practicing inbound, you should expect more. Find out how to do it differently.

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