Inbound - The Blog: The Secrets Behind Click To Close


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.



How To Use Pay-Per-Click In An Inbound Marketing Program

Is Pay-Per-Click Inbound Marketing? We Think So, If Applied Properly

Is pay-per-click considered inbound marketing? It’s a question we’ve been asking for a while, and honestly, our answer has changed over time. Not because we’re fickle or we’re hedging, but rather we’ve figured out how to infuse pay-per-click into our clients inbound programs. This has allowed us to answer the question as follows: Of course, pay-per-click is part of inbound marketing.

OK, but isn’t pay-per-click interruptive advertising? I guess so if you look at it logically. When you change your lens, however, and start marketing educational content with a highly personalized user experience, as well as use the micro-targeting available from social sites, you get a very effective inbound tactic that drives leads for clients.



The Top 10 Lead Gen Inbound Marketing Tactics Revealed

Inbound Marketing Lead Gen Tactics

Inbound marketing requires a lot of moving parts. Every day, week and month, there is a number of strategic activities required to increase lead generation. But, with so many tactics in your inbound tool kit, there will obviously be some that work better than others.

Today, for the first time, we unveil the 10 top-performing inbound marketing tactics based on our research and program performance data from the past five years of client engagements.



The Secret Formula For Inbound Marketing Results

The Math Behind Inbound Marketing Success

I’ve always believed that as inbound marketing evolved, it would transform marketing from an art into a science. This means that we’d finally know exactly what to do and when to do it in order to drive marketing results for our businesses.

And, it goes even deeper than that. Since each action we take has a definite and clear reaction, we've started to use data to predict the inbound marketing results associated with a specific set of inbound marketing tactics.

Translation: There’s a formula for inbound success.



5 Undeniably Essential Inbound Marketing Services 

You’re "all in" on inbound marketing – great! Now, you have to get your inbound marketing tactics to generate the leads needed to drive revenue.

You’ve read everything you can on inbound, spoken to people who “know” how to do it and attended your fair share of webinars. Unfortunately, that might not be enough.

Instead, think about inbound like you would a diet: Until you get into it and make it a series of lifestyle choices, youll struggle to see significant results.



Inbound Marketing Requires Tradecraft To Drive Leads

Since the launch of Mission: Impossible – Rogue Nation this past weekend, I’ve been enthralled with the idea of tradecraft and how it relates to inbound marketing.

On Wikipedia, tradecraft is described as “the techniques used in modern espionage and generally, the activity of intelligence. This includes general topics or techniques (dead drops, for example), or the specific techniques of a nation or organization (the particular form of encryption used by the NSA, for example).”

That got me thinking: Inbound needs its own tradecraft to drive leads for clients. Over the years, there have been so many unique and specially devised techniques deployed throughout our client engagements to improve results. This inbound marketing tradecraft is unique to our organization, and I believe that it provides a distinct advantage for our clients.



Social Selling: Answering Your 3 Biggest Questions

Chances are you’ve encountered the term “social selling” in the wild. But, you probably haven’t executed social selling in practice. In fact, a recent State of Inbound report indicates that, currently, more people are talking about social selling than actually doing it.



How Inbound Marketing Builds Brands And How Outbound Kills Them

People who talk about brand development usually don’t understand the power of inbound marketing or the concept that marketing’s main goal is not about the brand, but rather lead generation and revenue.

Don’t get me wrong. I know that keeping a brand consistent and having one that perfectly tells your story is important. But, I’m ready to graduate away from marketing that “gets your name out there” and into marketing that drives revenue.



Why Your Old-School Marketing Mix Is Killing Lead Generation

Sometimes it’s hard to move on. But, it’s time to say goodbye to your old marketing habits if you want to improve lead generation. Check out these old marketing tactics that you might be holding onto, and see why it’s time to let go.  



Inbound Marketing And The Top Tactics For Bracketology

Today, inbound marketing pros and traditional advertising experts come together for the month-long college basketball festival known as March Madness. It all starts today, and that means brackets, office pools, happy hours and games at all hours of the day and night.

Not to be outdone, we created a month-long inbound marketing tactics bracket last year. It was designed to highlight the most effective inbound tactics from a field of 64 high-level marketing tactics. Here is the launch blog article that kicked off our tournament.

This year, instead of running the same blog series, we decided to look back at the Elite Eight and see where we are with these highly effective inbound tactics one year later. Enjoy!