Inbound - The Blog: The Secrets Behind Click To Close


How A Whitewater Rafting Trip Relates To Inbound Sales Strategy

Stories Are An Important Part Of Sales; Here’s A Story That Might Change How You Think About Sales

If you’ve ever been whitewater rafting with your family, you know what goes into planning a successful trip like the one I’m going to describe. You need a trusted guide to make your trip safe, fun and an experience to remember.

You might start your buyer journey by asking a few friends and family members if they know anyone who does trips like this. They might have a name or two, but before long it’s likely you’ll find yourself on Google doing a search for whitewater rafting trips for families.



Solutions To The 6 Biggest Sales Challenges Facing Sales Teams Today

The State Of Inbound Is Out And Salespeople Have Spoken  You Have Issues

A few days ago, HubSpot published its annual State of Inbound report. HubSpot surveyed over 6,000 people, asking them for comments on their future marketing and sales strategies. To get the report for yourself, click here.

I dug into the report and found the six biggest sales challenges facing sales teams today versus two or three years ago. They included everything from getting prospects to respond to avoiding the dreaded discounting conversation. While more than 13 sales challenges were identified, these top six appeared to include most of the pain.

I thought it would be interesting to provide solutions and recommendations to deal with each of the top six sales challenges facing sales teams today.



The Science Of Sales: How To Apply Metrics To Close More New Customers

With Inbound Marketing And Inbound Sales, It’s All About Revenue Acceleration

When you get right down to it, most CEOs don’t care whether marketing or sales is responsible for you hitting your revenue targets. They only seem to care when you fall short. If that’s the case, it seems reasonable for sales and marketing to finally get together and work as a revenue team to drive revenue acceleration.

One of the best ways to do this is to start looking at both sales and marketing mathematically by applying science, data and a results-driven approach to understand what’s working, what’s not working and how to fix those aspects that are not working. Lately, a lot has been written about marketing and the metrics associated with performance, but now the science of sales is getting ready for prime time.

We’ve been able to apply the same scientific approach for improving marketing to improving the performance of the sales team, too.



What Is A Full Funnel Agency? And Do You Need One?

Yes, You Need One; Every Company Should Be Looking At Combining Inbound Sales And Inbound Marketing Into One Revenue-Driving Effort

In November, I wrote an article about full funnel marketing and sales. The article was so well read that it made sense to follow up with an article about what a full funnel agency looks like.

After all, the agency community is getting extremely crowded and the number of different types of agencies is also increasing exponentially. Today there are digital agencies, inbound marketing agencies, social media agencies, search agencies, paid media agencies, website design shops, strategic marketing firms and marketing messaging agencies, not to mention all the traditional advertising agencies.



Why Your First Move Should Be Inbound Sales And NOT Inbound Marketing

If You Can’t Close The Leads From Inbound Marketing, What’s The Point?

Most of the people we meet are looking for help with their marketing. It’s easy to identify if you need better marketing. It usually looks like you’re not getting enough leads to feed your salespeople or to hit your revenue goals. The first move by most CEOs, business owners or even VPs of marketing is to look for help with lead generation.

But what most people don’t know is that in most cases, improving your sales processes, sales tactics and sales systems is more important than the number of leads you get. In most cases, making improvements to the experience your prospects get during your sales efforts produces a much higher return on investment than the investment you make in marketing.



Prediction #7 — Inbound Sales Still Stuck In Neutral

Businesses Are Attacking Marketing First And Putting Improvements In The Sales Process As A Secondary Priority

A lot has been written this year about improving the alignment between sales and marketing. But what are the challenges to making this a reality? Sales teams have historically been much less likely to change, much less accepting of new processes and present much bigger risks for organizations when it comes to introducing new methodologies.

Regardless of how many new sales enablement software tools roll out and how much people talk about sales enablement services, if company leadership isn’t ready to tackle this typically underperforming area, then there’s little to be done.



New World Headquarters Built To Focus On The Scientific Study Of Inbound Marketing And Inbound Sales

HubSpot’s Largest Partner Opens New Office With A Focus On Repeatable, Scalable And Predictable Revenue Generation

Square 2 Marketing, an inbound marketing agency, has moved into its new office in Conshohocken, Pennsylvania. The new office space provides team members in the Philadelphia region and those working remotely the tools they need to continue driving the company’s growth, but more importantly helps the team to continue driving revenue for its clients.



What Is Full Funnel Marketing And Sales?

How Inbound Marketing And Inbound Sales Are Evolving Into Full Funnel Lead Generation

It’s always been about the results for our clients. I guess you could say we've always been a full funnel agency. If we get them leads, they love us. If we don’t, they’re disappointed. Even clients that get a ton of leads are sometimes disappointed if they can’t close those leads and turn them into revenue.

We get it. Marketing is supposed to drive revenue. Sales is supposed to drive revenue. Historically, and at most companies today, these are two separate activities.

The concept of full funnel is a derivative of an approach that we’ve been proponents of for years. There is no separation between sales and marketing. It is one single flow of experiences that contribute to a prospect saying "yes" to your product or service offering. We commonly refer to this as “click to close.” The biggest challenge with full funnel, or click to close, is that it requires both inbound marketing and inbound sales to deliver it.



The 6 Virtues Of Highly Effective Inbound Sales Guides

The Era Of The ‘Killer Salesman’ Is Dead; Long Live The Inbound Sales Guide

Is this a familiar situation?

You’re at a car dealership, starting your search for what represents a major investment for you and your family. You’ve done a bit of research online, but you want to see the vehicle you’re considering in person.

A salesman approaches. You politely explain that you’re just looking and not ready to buy. You just have a few questions.

He’s happy to help. He invites you back into the sales office to get you some information. Before you know it, you’re being bombarded with increasingly aggressive pleas to buy the car now — right now. It’s a once-in-a-lifetime deal. You’ll regret it if you walk away now. He’ll even throw in floor mats.

That salesman is looking at you like prey. He’s targeted you and is just itching to kill. He’s triggering your fight (buy) or flight instincts. If you’re like most buyers in 2016, you choose flight. You’re turned off by the whole experience. You may still buy the car you were looking at, but not from that salesman or that dealership.



Using CRM And Marketing Automation Software For Inbound Sales Success

You’ve got sales and revenue goals to hit. Should you invest your resources in sales or marketing? That’s a bit like asking whether you should breathe or drink water.

Once upon a time, sales and marketing operated in different silos. Marketing worked to attract leads, while sales took the leads marketing handed off. Neither side had much insight into the other’s methods or processes.

Until relatively recently, that’s also been the case for the software that powers sales and marketing. Marketers used marketing automation software platforms like HubSpot or Marketo to post content and capture lead information. Sales, in turn, used customer relationship management (CRM) software to keep a database of prospects and customers, as well as to log interactions with those prospects.