Inbound - The Blog: The Secrets Behind Click To Close


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.



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.  



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.



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.



A Play-By-Play Of How Inbound Marketing Produced A $1 Million New Customer For A Manufacturing Client

Finally, The Inbound Marketing Buyer Journey Uncovered From Click To Close

Does inbound marketing work? You’re damn right it does. Just ask one of our long-tenured manufacturing clients.

They recently closed a new client worth over $1 million in revenue, and it was entirely from their inbound marketing efforts.

I thought it would be interesting to dissect step by step exactly how this prospect found them, connected with them, was nurtured by them and eventually became their new big client. We’ll look at the prospects marketing behaviors, their sales behaviors and the timing required to nurture, sell and close a new piece of business worth over $1 million.



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.



Is Your Inbound Marketing Effort Growth-Oriented?

You Don’t Have To Practice Inbound, But You Need To Focus On Growth

Read anything about marketing these days and growth is a major part of the story. HubSpot is talking about the Growth Stack. Here’s an article from ConversionXL on growth and another on growth marketing from Coelevate. Yes, marketers love taking something and turning it into a buzzword, labeling it and eventually turning it into a trend.

But inbound marketing, at least the way we practice it, has had a growth element in it since we first started using it for clients in 2004. All the way back then, we knew there were three phases in an inbound marketing engagement and the length of those phases was directly proportional to how prepared our client was to start doing inbound.

Those phases (and they remain today) include planning, building and growing. During the planning phase, we strategize and create personas, messaging, differentiation, quantitative benchmarks and goals for the engagement. During the building phase, we create all the assets required to deliver the desired results. During the growing phase, we shift into optimization mode and drive results, improving them month over month.



Does Your Team Have 10,000 Hours Of Inbound Marketing Experience?

You Need That Many Hours To Produce Inbound Marketing Results

Malcolm Gladwell wrote in Outliers that it takes 10,000 hours to be a master at almost anything. If you want to relate that to marketing, I’d tend to agree, especially when you’re talking about inbound marketing. Remember, inbound is not social media, email, content, web, search or influencer marketing — it’s all of that plus strategy, planning and optimization based on data and analytics.

It’s a complex collection of tactics that need a high degree of orchestration to produce a significant lift in results.

That being said, it makes sense that it would take a lot of practice to feel comfortable that you understand all of the intricacies associated with everything inbound and then be able to leverage that expertise to produce results. This explains why people have less-than-successful inbound efforts when the philosophy behind inbound is indisputable.



How We Improved Inbound Marketing For Clients And Its Impact On Their Results

Inbound Marketing Is A Constant Iterative Process; We Reinvented It Again!

Running engagements for over 50 inbound marketing agency clients takes a steady hand and a constant stream of operational optimizations to produce results that make clients raving fans.

Thats especially true when our goal is so crystal clear — get clients results.

Over the past 14 years, we’ve been constantly tweaking what we do and how we do it with one thought in mind: Give our clients the best experience and produce the best results possible for their level of investment. Month over month, we’ve made subtle changes and some not-so-subtle changes, and we track everything so it’s clear what works and what doesn’t work so well.

That investment in delivery optimization and performance optimization is paying off and producing inbound marketing results for our clients.



What Should You Do If You Missed, Just Made Or Exceeded Your First-Quarter Revenue Targets?

Today’s Inbound Marketing Is Designed To Help You Respond Quickly To Business Performance

The first quarter wrapped up a few days ago. Perhaps you’re wondering how you missed your targets so badly and what you’re going to do about it. Or maybe you just barely made your numbers and wished you had exceeded them by a little wider margin. Or you might have exceeded your targets.

Either way, this is the perfect time to assess your situation and make sure the second quarter shows improvement. Even if you did great, now is the time to make sure you continue moving in the right direction.