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Stop Killing Inbound Marketing Conversions: 3 Steps To Take Today

I’m at the Conversion Conference in Las Vegas this week, so perhaps that’s driving my thoughts right now, but I’ve noticed that a lot of inbound marketing agency thinking is around the deliverables instead of the outcomes.

The promise of inbound marketing is leads – enough leads to get your business to its revenue goals and beyond. So, the trick to solid inbound is turning visitors into leads via conversions.

Once you apply a conversion optimization perspective to your inbound optimization work, a lot of the tactics pivot away from "stuff" and towards driving results. Here are three steps you can take today to help improve your conversions tomorrow.



Inbound Marketing Optimization Vs. Marketing Automation: Which Is Right?

You know you need software, but what kind of software is right for your business?

Do you need marketing automation software, like Marketo, Pardot or Eloqua (Oracle)? Perhaps inbound marketing optimization is what you need, and thus, a product like HubSpot is going to be better for your goals and objectives.

How do you decide? So many options, so little time.

This is a critical decision. To help make this important decision easier, we’ve prepared a handful of questions that should point you in the direction of the right software for your specific marketing situation.



If Inbound Marketing Is So Great, Why Doesn’t It Work All The Time?

I love answering difficult questions in the blog. This one, about inbound marketing, is a great one.

I was reading an article by Tim Ash, "The Unfortunate Reality Of Most Content Marketing Programs." It's a great article, so click the link to check it out. Consider following Tim, too, as he has very insightful tweets. This particular article had to do with looking at what we, as inbound marketers, have been doing recently and making sure we’re actually focused on the right activities to produce the right outcomes.

After I read it, I started thinking about our own experiences with clients' inbound marketing engagements. So, I've compiled a couple of key areas where I believe the thinking needs to be applied differently than it has been in the past.