Inbound - The Blog: The Secrets Behind Click To Close

 

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.

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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.

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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.

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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.

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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.

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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.

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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.

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How To Press The Prospect's Buy Button With Inbound Sales

Once You Understand How People Buy, Inbound Sales Produces A Lot Of Closed Sales

For hundreds of years, salespeople have been searching for the magic "buy button" hidden within their prospects' brains. Finally, that buy button is available for you to push, but only if you practice a sales methodology that’s perfectly aligned with the way people buy.

Today, people don’t want to be sold to. In fact, they’re doing everything in their power to repel the traditional sales approach. Caller ID makes cold calling nearly impossible. Spam filters make cold emails challenging. Recycle bins are happy to handle most of the cold direct mail. As a sales organization, where does that leave us?

The answer is inbound marketing and inbound sales.

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What Is Click To Close And How Does Inbound Marketing Deliver It?

It's The Future Of Marketing, But It's Available Today!

It might be obvious to most of you what “click to close” actually means, but upon further review (a search of all-knowing Google) very little content exists on the concept of click to close. This appears to be an opportunity to discuss what should be an important concept in any inbound marketing program.

Click to close is a term that illustrates the ideal behavior for all prospects who find their way to your website. People find your company through search, personal referral, a referring website, social media or any source really, and like most people they visit your site to learn more about your company.

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The Top 5 Inbound Sales Trends

Inbound Sales Is On The Rise

Proactive sales managers are starting to realize that the sales tactics of the early 2000s are just not matched to today’s buyers.

Regardless of your business, industry, product or service, your prospects are in control of the process and the last thing they want is to be sold to by a sales representative. In fact, the last thing they want to do is talk to a sales rep.

Instead, they want to be guided through their own individual buyer journey. They want to be advised, counseled and coached through that process. But most importantly they want to be educated. Every buyer wants to make a safe purchase decision and, as sales leaders or salespeople, your job is to make your prospects feel safe enough to say “yes, we want to hire your firm.”

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