Inbound - The Blog: The Secrets Behind Click To Close


Inbound Marketing For Industrial Manufacturing: How Does It Work?

Inbound Marketing Is A Perfect Fit For Manufacturing Companies And Today’s Buyers

A few weeks ago, I attended the B2B Marketing Exchange conference and found a steady stream of what I would call industrial manufacturing firms searching for ways to improve their marketing. They were looking for account-based marketing insight, data cleansing recommendations and information on how to apply technology, while also investigating inbound marketing.

As I spoke with those CMOs and directors of demand generation, it was clear they recognized the industrial manufacturing marketing they’ve been doing is not working productively anymore. Many of them have traditional sales teams and most of them have distributor networks, too. The blend of marketing tactics to support sales and distribution networks makes the challenge even more complex.



6 Secrets To Account-Based Marketing Derived From Inbound Marketing

ABM Has Many Connections To Inbound Marketing; Take The Best Of The Science To Improve Results

Even marketing has its trends and today one of the biggest, most popular trends is account-based marketing (ABM). Everyone is talking about it and everyone thinks they’re doing it or getting ready to do it. Everyone is excited about its potential. But if you’ve never deployed an ABM strategy before, you might be surprised to learn there are very specific ways to make it work.

We learned through our execution of inbound marketing how to weave account-based marketing into an overall inbound program. This unique perspective provides interesting insights that are guaranteed to help you improve your overall revenue generation efforts.



7 Surefire Ways To Fail At Content Marketing Lead Generation

In The Battle To Drive Revenue And Profits, Content Marketing Is A Critically Important Weapon

Content Marketing Drives RevenueThe content on your web pages, blog posts, landing pages and downloadable educational resources gives you an opportunity to attract prospects, build trust with them and answer questions critical to their buyer journeys. Without content, your digital marketing assets would be a series of empty web pages.

Content is everything. If you fail to make it a cornerstone of your marketing strategy, your lead generation efforts will suffer. Unfortunately, far too many businesses don’t know how to put the right strategy behind their content.

Here are seven surefire ways to fail at content marketing. Work hard to avoid these at all costs.



Is Your Website A Lead Generation Machine Or An Online Brochure?

Inbound Marketing Gives You The Instructions To Build A Lead-Generating Site

Back in the day (a few years ago) websites were an electronic version of your corporate brochure. Remember the corporate brochure? It was mandatory. Everyone had to have a glossy, 10-page brochure with their company history, executive team and mission statement. We did our fair share of those when we started the agency.

When the web took over, companies simply converted their printed corporate brochure to the web. The same pages, same images, same headlines and same copy, only on the web instead of in a printed brochure. I guess it made sense at the time.

However, the world is a different place today. Your prospects buy differently and marketing has evolved, which means your website strategy needs to evolve too. Its time to upgrade your website from an online brochure to a lead-generating machine that feeds prospects materials to move them through a buyer journey and down into your sales funnel as high-quality, qualified sales opportunities.



What Is Demand Generation? How Is It Different From Inbound Marketing?

Is It Different And Why Should You Care? How Knowing Is Going To Make You A Better Marketer

Wikipedia, which has the answer to every question, defines demand generation as "the focus of targeted marketing programs to drive awareness and interest in a companys products and/or services."

HubSpot defines demand generation as programs to "help your organization reach new markets, promote new product features, build consumer buzz, generate PR and re-engage existing customers." HubSpot notes that demand generation "is more than just a branding concept or early funnel marketing tactic. Demand generation programs are touch points throughout the conversion optimization and sales cycles."



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.



6 Ways To Increase Your Inbound Marketing Leads By A Factor Of 10

Inbound Marketing Delivers Leads And Business Results

Yes, I said it: a 10x improvement in leads. If you’re getting two leads a week, when your inbound marketing program is up and running you’ll be getting 20 leads a week. If you’re getting four leads a month, you’ll be getting 40. It’s a very attainable goal, and one we’ve delivered for countless clients over the past 14 years.

However, there are just as many CEOs, VPs of marketing and business owners who have attempted inbound marketing and not seen this kind of impact on their business. So clearly this isn’t as easy as it sounds. It’s not easy, but it is doable.

These six tactics, if planned, implemented and optimized properly, will contribute to lifting your inbound leads by a factor of ten.



Need Leads? Then You Need Inbound Marketing

Top Inbound Marketing Tactics To Produce A Steady Flow Of New Leads

I see a lot of companies that think they are successfully executing a marketing program, but I also see a lot of underperforming programs. I see even more companies disappointed with their results. There are many solid reasons behind a failed marketing effort, and the fixes aren’t usually quick.

However, one of the benefits of moving to inbound marketing is that the tactics focus on lead generation and positive results from your marketing investment. Instead of buying a billboard ad and hoping it drives sales, help your business get found when a prospect IS searching for businesses like yours. Then tell the prospect a compelling story, drive them to your amazing website and turn them from a visitor to a lead – all in about 60 seconds.

That’s how quickly it happens; that’s how long you have to get your prospect’s attention. And inbound marketing is the only way to make it work.



Inbound Marketing Got Us Thinking: Would A Game Increase MOFU Leads?

Creative Inbound Marketing Tactics Increase Conversions By Almost 100%

Middle-of-the-funnel (Consideration Stage) offers are some of the most challenging. Content like whitepapers and e-books work great for top-of-the-funnel, research-based awareness campaigns, but when you start looking for people to give you more details and engage with consideration questions, the job gets tougher.

I’d argue that even bottom-of-the-funnel (Decision-Making Stage) offers are easier. Free consultations, assessments, website reviews, marketing evaluations and even lead goal reviews are all solid, proven-to-convert offers.

The middle of the funnel is challenging. Yes, you can offer webinars or grader tools, but we’ve seen these work sporadically and not consistently enough for us to feel comfortable in every scenario. So, that got us thinking: What if our conversion strategy included an ability to gamify the middle of the funnel?



Inbound Marketing Prediction #14: CEOs Make CMOs Accountable For Results

Inbound Marketing Moves Soft Results Out And Business Results In

Being accountable for hard numbers is a challenge. Being accountable for business results is even more challenging. Most people would rather be accountable for softer metrics, like brand equity, website visitors, projected market share, impressions and awareness numbers. This makes their jobs easier.

But in 2016, I’m predicting that we’re going to enter the age of accountability. CMOs will be asked to be even more accountable for business results like revenue, new customers, average revenue per customer, percentage of customers purchasing multiple services/products, average cost to acquire a new customer and more.