Inbound - The Blog: The Secrets Behind Click To Close

 

The Secret Ingredient To Launching A Winning Website: Personas

Are you thinking about launching a new website? If so, you have probably (to some extent) thought about what you want it to look like. Maybe you want it to be easy to navigate, mobile-friendly or really simplistic and smooth. Perhaps you want a lot of focus on your products/services page. Maybe all you know at this point is that you want a new website and you like the color blue, so blue should probably be incorporated somewhere.

Regardless of the degree to which you have thought about or researched a new website, this should be the first thing on your mind moving forward: Who is the website for?

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The Culture Of Inbound Marketing And Inbound Sales

It's The Key To Getting Business Results From Inbound

Everyone has read about the importance of culture in business. It has to be well defined, it has to be clear and it has to represent or be the foundation for everything you’re trying to accomplish. We’ve found that culture is equally important when it comes to inbound marketing and inbound sales.

To be 100% honest with you, there are many ways to screw up an inbound initiative. We’ve made most of those mistakes already and learned how to avoid making them again. We’ve also seen a lot of businesses make similar mistakes, and we’ve realized the impact they have on the results of the program.

So, like with any business, you need a set of values or guiding principles by which to run things. You need the same set of values to execute a successful inbound engagement.

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My Inbound Marketing Isn't Working And I Don't Know Why!

It’s Not Inbound Marketing Causing The Failure

Inbound or outbound, it doesn’t matter. Marketing is one of the harder aspects of your business. The complexities stretch from business strategy (what your business is designed to do) to messaging (what you say about your business) to operations (how your business takes care of its customers) and competition (what other businesses are doing).

The marketing tactics, which most people consider marketing, are often the least important. Yet, they get the most attention. The marketing strategy, which is the most important, often gets the least attention, if any. Ask any CEO: Do you want to change the way you talk about your business, or do you want to redo your website? The website is going to get picked every time.

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Inbound Marketing Strategy And Inbound Sales Strategy Must Be Seamless

One Remarkable Inbound Experience Starts With A Click And Ends With A Close

Today’s prospects are pickier than ever before. They know what they want, and they want it now. They know they’re in control of the buying process. Inbound marketing and inbound sales are the two methodologies that seem to understand this dramatic change in buyer behavior.

Don’t take my word for it. In a study sponsored by Google and CEB, they identified that 57% of the traditional sales process has evaporated. This means information that typically was doled out by sales reps is now found by buyers during their own searching and research. This offers you a tremendous opportunity if you’re prepared to help them with their new buyer journey.

Here are the new steps required to create a click-to-close inbound experience that converts visitors into revenue.

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The Biggest, Boldest, Brashest Inbound Marketing Predictions For 2016

Inbound Marketing Continues To Gain Momentum

We’ve never been shy to share our opinion on where the inbound movement is headed. In December of last year, we shared some bold predictions for 2015, and we’re happy to say that we hit the nail on the head.

But, what we did last year only scratched the surface. So this year, we’re going ALL IN.

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Inbound Marketing: You Might Be The Reason You're Not Getting Results

Many people ask us if we guarantee results from inbound marketing.

It’s a fair question. If we’re so good at inbound, why wouldn’t we be able to guarantee results?

You might not be happy with the answer, though. Honestly, the reason we sometimes struggle to get clients amazing results is actually ... you!

That’s right. More often than not, it’s not what we do or don’t do that impacts the results from inbound marketing and inbound sales programs. It’s what you do.

Here are some of the ways you’ve managed to sabotage your own inbound results.

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Think Like A Publisher To Win At Content Marketing

I'm just back from Content Marketing World, and much of what I've heard has resonated with a lot of what we’ve been saying for the past year or so.

You won’t be effective in executing content marketing if you don't have a strategy behind you, and you need a process for creating all the content that's required to drive results.

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