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Why Marketing Strategy Remains A Missing Link For Killer Lead Generation

Inbound, Outbound, Account-Based And Demand Gen; Marketing Strategy Makes It All Much Less Complicated

With all these different types of marketing flying around today, it’s hard to know what the right approach is for your company. Some of you are trying inbound marketing, others are doing demand generation and then we have an entire set of companies putting all their eggs into account-based marketing.

On top of that, companies are dipping their toes into search marketing, email marketing and content marketing. In all honesty, we still hear from companies that have tried it all and haven’t seen any results.

Unfortunately, if you skip the inbound marketing strategy and jump into the tactics, you’re going to be disappointed with the results. When we diagnose a prospect’s current marketing situation, it’s almost always the root cause for lack of results. They didn’t take the time to build out the personas, define the stories and messages, create compelling differentiation and plan their marketing attack strategy. They just jumped in and started doing stuff.

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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.

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What Your Dog Can Teach You About Inbound Marketing In 2017

Man’s Best Friend Has A Lot To Teach Us About Inbound Marketing

Let me start by saying I’m not really a “dog person.” I didn’t grow up with a dog, my parents never had a dog and we didn’t get a dog when our kids were young. But a year ago, after much deliberation, we decided to get our first dog. The past 12 months have included several important life lessons, and I can’t help but apply them to the lessons I’ve learned practicing inbound marketing and using inbound to get results for our clients.

Our Goldendoodle, Baxter (pictured here), is coming up on his first birthday. I have to say, he’s a great dog. Yes, I’m biased, but I also hear stories from other dog owners and it appears that Baxter actually is a very good dog. However, I’ll also tell you that we invested time and money in helping him to be a good dog, and I think the same applies to inbound marketing. In fact, I think several lessons apply to inbound marketing as well as caring for your pooch.

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Integrated Vs. Orchestrated Inbound Marketing: What's The Difference?

Orchestration Is The Key To Successful Inbound Marketing Lead Generation

Everyone knows marketing needs to be integrated, but do you know the definition of integrated marketing?

According to the DMA, "integrated marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication, such as advertising, sales promotion, public relations, direct marketing and social media, through their respective mix of tactics, methods, channels, media and activities so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer."

But look up orchestrated marketing and you only find a handful of articles placed sporadically over the past few years. When you overlay inbound marketing, we think integration isn’t enough to truly make inbound marketing the lead generation machine it has the potential to be and that orchestration — all inbound marketing tactics working in seamless harmony (like a symphony)  is one of the secrets to success from inbound.

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What Agile Consultants Don't Know About Agile Marketing And Inbound Marketing

Agile Marketing Is So New Agencies And Marketing Teams Are Still Figuring It Out

Most of you know I love data, so I did a quick Google Trends search to see how highly searched Agile marketing is and then compared it to inbound marketing just for fun. The data shows searches for Agile marketing are trending up, but in comparison to inbound marketing? Well, it's no contest.

What that tells me is that Agile’s application in the marketing world is still very, very early. Even when you search for Agile marketing, the website pages, blog articles and websites are remarkably light. There’s just not a lot of information on Agile marketing.

But what you should know is that Agile marketing is necessary if you're planning on implementing inbound at your company.

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Blow Up Your Existing Marketing And Sales Teams And Build A Revenue Team

Inbound Marketing And Inbound Sales Provide The Tools To Redefine How Sales And Marketing Work Together

The time has come to stop dealing with the constant bickering between sales and marketing. Marketing generates the wrong leads, sales doesn’t follow up on marketing’s leads. We’ve all heard it before. Honestly, it doesn’t matter whose fault it was because today the buyers are dictating the process and neither traditional marketing nor traditional sales is working.

Now is the perfect time to blow up the entire effort and rebuild it in a new form that matches perfectly with today’s buyers as it relates to how they want to work with you and how you need to help them if you want to earn their business. The individual sales and marketing teams are dead, and the new revenue team is alive and well.

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7 Reasons Marketing Strategy Is Still Causing Your Inbound Marketing To Fail When It Comes To Producing Results

Time And Time Again, Marketing Strategy Is Missing From Inbound Marketing Engagements

Over the past few months, we’ve seen a major increase in the number of prospects asking us to review their current inbound marketing efforts. Most of them are with other agencies and coming off their first year, but some are working on their own.

The one common denominator across all these situations is — you guessed it  no marketing strategy. No compelling messages, no stories, no differentiation and no connection of the inbound marketing tactics. The results speak for themselves. If you skip or don’t value the marketing strategy work, you should be prepared to expect less-than-stellar results.

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How Inbound Marketing NOW Can Pay Off Big In 2017

The Inbound Marketing Planning In September And October Will Drive Leads In January

We’re into September, and typically at this time of year CEOs and VPs of marketing start thinking about how to finish the year strong. Eventually, they get around to realizing that more leads would put them in a better position to drive revenue and finish the year at or above goals and targets.

The challenge behind that narrow window is that it’s going to take time to plan an inbound marketing program, build the assets required to drive leads and then optimize that plan based on actual program performance data. While it’s possible to do inbound marketing planning that generates leads in October, it’s more likely that the work you do now is going to set you up for a fantastic 2017.

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Inbound Marketing Secret #34: Are You A Victim Of Random Acts Of Marketing?

Inbound Marketing Strategy Is A Shield That Protects You From Random Acts Of Marketing

I wrote a blog article a few days ago that introduced readers to the concept of “random acts of marketing.” Again and in full transparency, this term was mentioned to me by a prospect who was feeling the pain associated with their random acts of marketing. So I take no credit in coming up with the term. However, the phrase has resonated with enough people that it’s worth continuing the conversation.

The term perfectly describes the feelings many people have as they start their journey to success with inbound marketing. The complexity of inbound makes it easy to revert to random acts of marketing in an attempt to find something that works.

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5 LIttle Known Reasons You Want Your Inbound Marketing Agency To Use Points

Points Keep You And Your Team Focused On Inbound Results

Agencies are shifting away from hourly billing and toward points-based systems. Not everyone is excited about the change, and feedback from CEOs, business owners and VPs of Marketing is still mixed.

But I want to give you some insight into why points might actually be better when it comes to finding the best inbound marketing agency for you, and why points might be the best way to manage your internal marketing team.

First, you have to know your goals for hiring an agency. Points work well when you’re expecting business results from your marketing. If you’re looking for logo designs, fancy brochures or even a beautiful website, then points might not be for you. But if you’re moving with the trend away from “stuff” and toward “results,” then points are where you want to be in 2016.

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