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HubSpot, Marketo, Pardot Or Eloqua? Marketing Automation Mash-Up

Here’s How To Pick The Right Marketing Automation For Your Company

You’ve heard enough. You’re ready to add marketing automation technology to your company’s sales and marketing efforts. You’ve had a CRM for years, it’s been valuable and now you’re ready to add the marketing piece of the puzzle. But how do you decide which marketing automation software to purchase? There are a lot of choices, and it’s not apparent which one is the best for you.

First, a lot of websites evaluate software, and most of them have a section on marketing- and sales-related software. Capterra is one of those sites, and it features a robust marketing software section. Other sites you might find helpful include G2 Crowd and Clutch. Some people are comfortable starting their research on sites like this, where you get what appear to be independent yet high-level evaluations and comparisons of the many different marketing software tools available.

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Disappointed In HubSpot? 10 Mistakes People Make And The Fixes For Them

Marketing Automation Software Rarely Cures Long-Standing Issues With Your Marketing

If you’re a small to medium-sized business with straightforward marketing and sales requirements, HubSpot is an amazing tool, both for marketing automation and for CRM. If you don’t use anything for either part of your business currently, consider looking at HubSpot as your primary source of marketing and sales technology.

However, we still get calls and outreach from companies that have bought it but struggled to get it up and running, have yet to see the true value from its investment and are not taking advantage of all its features. Having come from a software company previously, this is a common story. People buy software thinking it’s going to cure all of their ills, but nothing is further from the truth. You have to know what to do with the software to see the benefits pay off.

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Marketing Automation Is As Critical For Your Business As Internet Access

You Can’t Do Marketing Without Marketing Automation

It doesn’t matter what platform, tool or marketing automation software you use, but you better be using something. Running a business without marketing automation is like trying to run that same business without the internet.

How would you order supplies, schedule a package pickup, pay your bills, do research or even communicate via email with clients, prospects, suppliers and partners? You’d be hard-pressed to get much done if you didn’t have internet access.

The same is true with marketing and sales. So many tasks are associated with keeping marketing and sales going that trying to do it without software is almost impossible. Tactics like website updates, email marketing, lead nurturing, social posting, keyword rankings and analytics on the performance aren’t optional anymore. They’re mandatory and you need access to these tactics daily.

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Do You Need A Marketing Technologist To Run Demand Generation Campaigns?

Marketing Automation And Sales CRM Tools Are Mandatory For Lead Generation

If you want the short answer, yes, you need a marketing technologist. How you go about acquiring that skill set is something we’ll discuss. What your new technologist should be doing for you is also something we’ll focus on in this article.

Marketing and sales have changed dramatically over the past five years, and they will continue to change even more quickly and dramatically over the next five years. How you use software tools will directly impact your ability to get more high-quality leads, close those leads and drive new customer revenue.

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How To Use Marketing Automation For Demand Generation

Marketing Software Has Tools For People Who Are Not Converting

Marketing is moving forward at light speed. If you blink, you’re left behind. What this means is that the standard visit to a website with content downloads and form completions followed by an email nurture strategy is, believe it or not, becoming old school.

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How To Leverage Marketing Automation And CRM To Drive Business Results

You Need Software To Manage The Complexity Of Today’s Sales And Marketing Effort

I get it; for the longest time, you ran your business based on gut. Then Microsoft introduced the spreadsheet and you had a place to put some numbers and some names. It helped you organize what you were doing and handle some simple calculations. But eventually it became a mass of spreadsheet farms and it was difficult to find anything. More importantly, it didn’t add any additional value, save you time or help you be better.

Then software took a quantum leap forward and you didn’t have to buy hardware, load software or burden your IT team with anything. You just purchased a subscription and the web did the rest of the work. Sales was introduced to the CRM system and you probably tried a couple of different options before you settled on one that wasn’t too complicated but helped your sales team be more organized and more efficient.

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HubSpot Vs. Marketo, Pardot And Eloqua: Which Marketing Automation Tool Is Right For You?

Selecting A Marketing Automation Software Solution Starts With Understanding Your Requirements

Marketing automation tools have become so common these days that it’s not about if you need them, it’s about which one you need and when you need it. But what’s making these decisions more confusing is the influx of consultants offering you their opinions about what’s right for you. A lot of the time, their recommendations are based on their needs, not your needs.

Most of these products have their own set of affiliated agencies and consulting companies. These firms have close relationships with the software providers, they have technical skill sets heavy in one of the tools and their teams have expertise with one of the tools. As a result, they provide you with what sounds like advice, when in reality it’s just salesmanship for a single product.

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Prediction #12 — Tech Stack Advances To Support Inbound Marketing

No, HubSpot Might NOT Be Enough To Drive Leads In 2017

I know most people find the investment in marketing automation to be enough, but the reality is it’s probably not enough. Going into 2017, you should be budgeting and planning to invest in marketing and sales technologies. The better your tech stack, the better your results. If you’re looking for 20% growth in revenue, start thinking about $2,000 to $4,000 a month for technology.

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Why Marketing Automation Won't Fix Your Lead Generation Shortfalls

Technology Is Just A Piece Of The Inbound Marketing Puzzle

This might sound strange coming from HubSpot’s largest partner and a company that helps our clients with Marketo, Pardot and Eloqua implementations, but I’ve seen too many companies think software is the solution to their issues, only to be disappointed six months later when lead generation didn’t pick up.

I’ve been in and around software sales for over 20 years, and no matter what the application, software is almost NEVER the answer. The answer lies in process, methodology, understanding execution and the people responsible for delivering.

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You Can Be A Fan Of HubSpot And Marketo For Inbound Marketing

Software Alone Doesn’t Make Magic; Without A Strategy And A Plan You’re Lost

Recently, at the Marketo Summit in Las Vegas, an insider told me that this was the first time in six years the I-word (inbound marketing) was used publicly at the event. This makes me feel even more confident that inbound marketing is not software platform-dependent.

You can be all in on inbound marketing and use Marketo. You can be all in on inbound marketing and use HubSpot. Your overall marketing strategy has little or nothing to do with the software you use, but you do need to use marketing automation software. The software will help you make the repeatable element of inbound marketing easier to execute and track, and enable you to optimize your tactics as you respond to the results.

The differences between the two main companies mean that Marketo is right for some businesses and HubSpot is right for others.

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