Inbound - The Blog: The Secrets Behind Click To Close


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.



Inbound Marketing Prediction #13: Agencies Now Responsible For Revenue

You Want An Inbound Marketing Agency Focused On Revenue

Taking responsibility for revenue is like the kid game Hot Potato. No one really wants to be responsible. Marketing blames Sales, Sales blames Marketing, and agencies generally want nothing to do with it.

However, in 2016, the inbound marketing agency is going to be in a better position than most to impact revenue, be accountable for revenue and help businesses drive revenue up and to the right.

The key to taking responsibility for your revenue is fully embracing both inbound marketing and inbound sales.



3 Secret Upgrades To Drive Sales-Ready Leads From Inbound Marketing

I’m going to be 100% honest: Everyone involved with inbound marketing wants to generate sales-ready leads. You know what I’m talking about – those perfect prospects who want to buy “right now.”

Every inbound marketing agency wants to get their clients more bottom-of-the-funnel, sales-qualified leads, ones who represent those clients perfect prospects. We want to generate a lot of them, and we want to generate them today.



What Is An Inbound Marketing Lead?

Inbound marketing can generate leads. That’s not a theory; it’s a reality. Clients who have never gotten a single lead from their website – or from their marketing in general  are now getting 10, 20, 50 or more leads a month from it.

Regardless of the numbers, we find people every now and then who like to "grade" these leads, letting us know that they were bad leads or the wrong kind of leads.

To be clear, I’m not talking about people who fill out job applications, SPAM bots or those random requests to get you on the first page of Google. That’s not what these people are complaining about. If it was that, I'd get it. What I’m saying is that real people are completing forms on your website and requesting information on your business  people who fit the persona we all agreed that we want the marketing to attract  and you're telling me these are bad leads.

How does that happen? How does driving leads become a bad thing?



Inbound Marketing: Why It’s Exactly Like Being On A Diet

No one ever said that inbound marketing was going to be easy.

Think about being on a diet. Most of us can relate to this process and would say that it's anything but easy. Interestingly enough, planning, implementing and managing an inbound marketing program is exactly like selecting, being on and then maintaining a diet.

Let me show you how remarkably similar these too efforts are.