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How Revenue Playbooks Drive Leads, New Customers And Revenue Growth

Both Marketing And Sales Teams Need Playbooks, Like Offense And Defense On A Football Team

I want you to think about a pro football team for just a few minutes. It won’t matter whether you’re a fan or not. On average, a team runs around 60 plays a game, which means the defense is also on the field to defend around 60 plays a game. Each team fields 11 players for each of those plays and during those plays each of the 11 players has a responsibility to execute a very specific task.

What does this have to do with revenue growth? The similarity is the complexity of the overall mission. In football, players are executing a series of plays in a coordinated manner with a diverse set of people, and the mission is to move the ball into the end zone. When you think about it, it sounds a lot like sales and marketing. You’re executing a series of sales and marketing tactics in a coordinated manner so that the prospect is moved through the funnel while leveraging a diverse set of sales and marketing team members until revenue is generated.

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Here's How To Ensure You Drive Revenue With Inbound Marketing

No Marketing Is Fool-Proof; How You Respond To Your Failures Is What Drives Revenue Growth

Wolves are at the top of the food chain in a lot of ecosystems, but did you know that they only execute successful hunts 15% of the time? Surprising, right? Marketing isn’t much different. Sales follows right behind.

Youre going to fail more times than you succeed in most cases and especially in the beginning. The key is to rally, recover and gain insight, and not to be discouraged, disparage your selected approach to marketing, quit or even fire your inbound marketing agency.

If you’ve been in marketing as long as I have, you’ve run unsuccessful campaigns. Anyone who tells you otherwise is lying. They key is not to prevent them from happening but to learn from them and make sure you don’t make the same mistakes again. There’s a lot to that when you talk about inbound marketing. Do you want to be making mistakes you could have avoided if you had the right experiences? Do you know how to optimize inbound marketing tactics so they produce better results month over month?

If lead generation, sales opportunities and revenue growth are your goals, then securing those skills and unique experiences so you don’t make mistakes is going to produce better results faster and generate a much higher return on your marketing investment.

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The True Cost Of Waiting To Start Your Inbound Marketing Program

The Sooner You Get Started, The Sooner You’ll See Inbound Marketing Results

Almost everyone who hires us wants leads and they want them immediately. However, it’s amazing to me how many people also take their time deciding when to get started with us.

To all of you considering getting started with us or any inbound marketing agency but want to wait until next week, next month or next quarter, you’re delaying your ability to hit your goals.

The sooner you start, the sooner you’ll start to see leads. Even when we do a Lead Liftoff™ Program (how we start driving leads from day one), the ultimate goal is to build a repeatable, scalable and predictable demand generation and revenue acceleration machine. The sooner you start, the sooner you’ll see results. Waiting is only hurting your own ability to establish your marketing rock star status within your company.  

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Siloed Marketing Could Be Why Your Inbound Marketing Underperforms

Inbound Marketing Results Require Orchestration, And That Means Breaking Down Silos

If you’ve been working on inbound marketing and the results seem a little underwhelming, it could be because you’re still looking at marketing in silos. Marketing has been siloed for a lot of years.

That usually manifests itself in the form of individuals or even agencies that are working on one single tactic. You have an SEO expert on staff or you have an SEO agency working with you. That’s siloed marketing.

Inbound marketing requires connectors across ALL of the tactics in the program, including web, content, email, social, conversions, search and nurture. Doing any of these tactics in a vacuum without context from the other tactics produces downward pressure on results in almost every scenario.

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I Finally Figured Out What's Wrong With Marketing (And Sales)

Why Are So Many People Frustrated With Revenue Generation? Why Is Marketing So Hard That People Are Angry?

Tasks that frustrate us make us angry. When you can’t generate enough leads to hit your revenue goals, you get frustrated and angry. When you can’t close enough of your leads to hit your revenue growth goals, you get frustrated and angry. It’s a natural human response to challenges.

But there’s something different about marketing that makes us extra frustrated, and I think I understand what might be contributing to our general frustration. Let’s see if we can agree on a few components of this lead and revenue generation challenge.

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Why Templates Won't Help You Improve Inbound Marketing Lead Generation

Marketing Strategy Can’t Be Packaged Into A Web Form Template

Everyone is looking for shortcuts. Be careful, because you might get what you’re asking for. Today, a wide variety of worksheets, templates and preloaded, automated strategy tools are designed to make the planning aspect of inbound marketing easier.

Even the marketing automation tools are starting to include modules that help you think out your content, nurturing and search strategy. There’s only one problem: I’m not sure these are going to help you produce results. They’re going to help you check off the action item. Strategy? Check! But that’s about it. In our experience, strategy is a lot more complicated than filling out a template.

Continue reading to learn why prepackaged strategy tools might not be the right path for your inbound marketing strategy.

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The 3 Phases Of Inbound Marketing: Plan, Build And Grow

Why You Need To Execute Them All To See Inbound Marketing Results

We’re constantly evaluating what’s producing results for our clients. We’re also constantly tweaking our engagement methodology to produce a more remarkable experience for our clients and to generate even more leads. One practice that has stood up to testing time and time again is the three phases required to create an inbound marketing machine for any business.

Skip any of the phases or shortcut any of the phases and the results are almost always the same — less-than-expected results. Here’s why each of these phases is critical to getting results from your inbound marketing plan.

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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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