Inbound - The Blog: The Secrets Behind Click To Close

 

Is Your Sales Pipeline Constipated?

Full Funnel Analysis Is The ONLY Way To Find Out For Sure

You’re looking for revenue growth, we get it. Most business leaders equate revenue growth with a need to generate more leads for your sales team to attack. But did you know that revenue growth can come from all stages of your current sales funnel? You don’t necessarily need more leads to drive up revenue.

You might have a jammed-up sales funnel. It’s possible that it's clogged up with potential customers who are not flowing through to the bottom. Instead of needing new leads, which would just join the backup in your funnel, it might be better to try and move those qualified prospects through the funnel and out — either as sales opportunities or unqualified leads. Inbound marketing can help.

Either way, your funnel will feel a lot better, and if you keep it clear it will be a lot easier to hit your revenue goals going forward.

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Inbound Marketing Lead Nurturing Strategies That Actually Work

Inbound Marketing Demands Equal Nurturing For All Of Your Leads

Don’t tell me, These are bad leads. There is no such thing as a bad lead, ever. What you call bad leads might only be people who are not ready to buy today. News flash: Most of your prospects are NOT ready to buy today, so put marketing tactics in place to nurture those people.

If 90% of your leads are at the top or middle of the funnel (which means they’re not ready to talk to you or buy your products or services), your lead nurturing programs are critical to seeing results from inbound marketing.

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Inbound Marketing: How Often Is Too Often When It Comes To Email?

Delight – Not Disturb – Your Prospects With Inbound Marketing-Designed Nurturing Campaigns

Inbound marketing uses email marketing, just like every other marketing methodology. Email marketing is so efficient in its ability to deliver ongoing messaging, educational offers and reminders about a business’s value proposition that it must be part of any company’s marketing tool kit.

But, how much email is too much? Can we overdo it? The answer is yes. You can over-email, incorrectly email and poorly structure your lead-nurturing campaigns to the point at which you’re actually turning prospects away. Today, we’ll help you try to avoid turning leads into losses.

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Inbound Marketing Upgrades For Lead Nurturing, And How To Deploy Them

One of the best aspects of inbound marketing is your ability to continue the conversation with prospects who have shown real interest in your products and services.

This is commonly referred to as lead nurturing. Our goal with lead nurturing is to actively move prospects down the funnel, using additional educational offers that are aligned with their specific buyer journey.

This might sound easy, but it’s actually very complex. Once you start doing it correctly, you’ll notice that you want to customize the frequency, the content delivered, the offers and (in some cases) the messages in the email campaigns.

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Inbound Marketing Lead Nurturing Vs. Outbound Lead Nurturing: What’s The Difference?

Lead nurturing is the practice of staying in close contact with people who have expressed interest in your company. However, there is more than one methodology that can be applied to your lead nurturing marketing tactics.

Inbound marketing lead nurturing involves building rapport and earning a prospect’s attention. This approach prominently features a thorough understanding of all the touch points a prospect might experience while interacting with your business. 

On the other hand, traditional lead nurturing is more about forcing prospects through your sales process regardless of their buyer journey.

One isn’t better or worse. They're just different, and understanding those differences makes you a better marketer.

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How To Massively Improve Inbound Marketing Email Campaign Performance

Email marketing is probably one of the most popular marketing tactics deployed today. 

It’s also one of the easiest to understand. Yet, it's one of the hardest to get to perform.

Historically, email open and click-through rates have been anemic. But, email as a lead-nurturing strategy continues to get high praise. Here’s an article outlining the performance stats for email marketing.

Let's look at how to improve your email efforts.

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11 Inbound Marketing Lead-Nurturing Hacks To Improve Conversions

Before I start writing an inbound marketing blog article on a specific topic, I like to look around and see what other people are saying about the subject.

Honestly, I was a little shocked to see what people are writing about lead nurturing. Personalize the email? Track the results? Don’t sell? Come on, is that the best you've got?

Today, I offer you 11 upgrades you can make to your nurturing campaign today. 

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What’s Perfect Timing For Inbound Marketing Lead-Nurturing Campaigns?

Inbound marketing teaches us that today’s buyer journey is self-directed. When people are ready to buy, they’re going to present themselves to you – but not a second sooner. It won't be until they're interested in actually talking to you or one of your sales people.

If that’s the situation we’re all dealing with, how do we remain front and center, or top of mind for prospects, while they work through their individual buyer journeys? More important, how do we create a system that allows us to stay relevant with ALL of our prospects regardless of where they are in their buyer journeys?

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How Inbound Marketing Prevents Lead-Nurturing Spaghetti

You’re 100% bought into the idea of inbound marketing and the concept of nurturing your leads until their pain becomes acute. And, you’ve proven that you’re the safe choice.

Now, you have to create the nurturing campaigns and strategic workflows required to deliver this ongoing education and inspiration, ensuring that your prospects have a remarkable experience in the process.

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79% Of Inbound Marketing Leads Don’t Convert; Lead Nurturing Fixes It

Like I mentioned last week, businesses are generating leads with inbound marketing and then messing those leads up as they try to manage within their broken sales process.

The KISSmetrics blog recently published an amazing infographic with some data on the issue.

Here's a highlight from the article that should scare you straight: Companies that contact people within the first hour after a request are seven times more likely to have a meaningful conversation than those who wait more than an hour to follow up.

Their research went on to show that almost 50% of opportunities went to the company that was first to respond to an inquiry. It also indicated that 73% of leads were NOT sales-ready, 50% were qualified leads but not ready to buy and 79% never converted into sales-ready leads.

Our hypothesis is that poor follow-up and lack of lead nurturing are two major causes of what we call “lead fumbling.”

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