Inbound - The Blog: The Secrets Behind Click To Close

 

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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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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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.

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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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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.

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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.

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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.

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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. 

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What Do Results From An Inbound Marketing Program Look Like?

And How Long Should It Take To See Inbound Marketing Results At My Company?

Two excellent questions and two areas that are challenging to deliver on from an inbound marketing perspective. What numbers should we expect to see? How long is it going to take to deliver them? The answers might surprise you.

First, no one really knows. Any answers I’d provide you would be based on previous experiences with companies similar to yours, but I’m also going to tell you that your company is going to perform in a way unique to you and your business.

What I can do, and what you should ask any inbound marketing agency you’re considering to do, is make some projections. Just like sales projections, website visitor, conversion rate and lead goal projections are a guess based on the data available to us at the time of the projection. The more data you have, the better your projections. The projections are also based on your budget, so the bigger your budget, the more dramatic the improvements.

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Science Reveals The Complexity Of Inbound Marketing Demand Generation

Data Tells You Everything You Need To Know About How Marketing Produces Leads

We had an excellent kick-off meeting on Friday with our newest client, Stagen Leadership Academy, and one of the sessions included me showing them the science of search and its impact on demand generation. Stagen’s business is advanced leadership training for CEOs with a passion for becoming better leaders.

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