Inbound - The Blog: The Secrets Behind Click To Close


Marketing Strategy Impacts Bottom-Of-The-Funnel Inbound Marketing Leads

Not Getting Enough Sales-Ready Leads? Check Your Story, Messaging And Differentiation First

If you’ve just wrapped up reviewing your second quarter and were disappointed with the amount of sales-qualified leads, sales opportunities or customers coming directly from marketing efforts, then look no further than your marketing strategy.

A lot of marketers and CEOs might look at the mechanics of the program first, but nine times out of 10 your landing pages, website or blog are not to blame. Instead, your results are disappointing because you’re not telling a compelling, engaging, emotional and disruptive enough story in all of your marketing.

This is sometimes difficult for businesspeople to see. Your perspective on your own company’s messaging isn’t objective. Your website is not for you; it’s for your prospects. Here’s a quick checklist to see if your messaging and stories might be missing the mark and limiting the amount of inbound marketing leads generated for your sales team.



If Your Inbound Marketing Agency Doesn't Ask About Your Story, Find A New Agency

Marketing Strategy Must Include A Conversation About Your Stories, Or Else Your Lead Generation Is Dead On Arrival

Here I am talking about marketing strategy again. But do yourself a big favor and read this article, because you’re not going to want to miss it. I’m talking about strategy again because it continues to be the key to successful lead generation and the most overlooked, under-delivered part of every inbound marketing engagement.

Think about your own inbound marketing program. How much time did you or your inbound marketing agency spend on strategy? A couple of hours in an initial meeting? A day or two? Maybe a week? I know, you did personas, which took you a couple of days or maybe a week to create. Then what else did you do? Did you map out each personas buyer journey?



Why Is Marketing Strategy And Messaging Critical To Lead Generation?

Just Look At The Exhaustive List Of Places Marketing Messages Get Used

I’ve been writing a lot lately about the importance of marketing strategies, marketing messaging, differentiation, stories and what you’re saying about your business. Most people think this is a lot less important than the tactics associated with the distribution of these messages.

I’m not sure I agree. As my business partner likes to say, “If you don’t have anything interesting to say, don’t say anything at all,” and as Seth Godin likes to say, “If your business isn’t remarkable, its invisible.” These are two compelling statements leaning into the fact that the message is the magic.