Inbound - The Blog: The Secrets Behind Click To Close

 

Why Inbound Marketing Is So Challenging

Marketing Used To Be Easy; What Happened To Make It So Hard?

This is a great question to kick off 2017. Marketing used to be easy. You bought some ads, you went to some trade shows, your sales team made some phone calls and you sent out letters from time to time. The results were cloudy, but you did see people responding and your business grew. You might not have known exactly why, but it worked. I know because this is how I used to run marketing at a $20 million software company.

But over the past 10 years or so, things have changed. The way people buy has changed. The way people make their decisions around purchasing has changed. From multimillion-dollar purchases to $50 purchases, it has all changed. It’s this change that has complicated marketing so dramatically, and while inbound marketing matches today’s buyer behavior, the process of delivering that match is complex.

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Why Black Friday Offers Insight Into Inbound Marketing For B2B Businesses

The Data Points To A Dramatic Shift In Buyer Behavior – Take Advantage Of It!

You’ve been thinking about this for a while. You know the trade shows you attend don’t produce the business they used to. You know the calls your sales team makes are less and less effective each month.

You’re not even sure why you do email marketing because the results are so low. Your website hasn’t changed much over the past few years. Still, you need to know what to do differently, and that’s been challenging.

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How Inbound Marketing Helps Create The Ultimate Buyer Journey And Why You Should Care

Creating The Experience Is The First Step To Getting All The Inbound Marketing Leads You’ll Ever Need

I know you don’t really care about the buyer experience. Sure you pay lip service to it and you kind of understand why it’s important conceptually but I know it’s not what keeps you up at night. What keeps you up is the lack of leads for your sales team, right?

You don’t have enough to hit your revenue goals. You don’t know what to do about it. You know cold calling isn’t right nor is it working like it used to. In fact, most of your marketing just doesn’t produce like it used to but you don’t really know what else to do. Sound familiar?

You’re not alone, CEOs across the planet are struggling with the same challenges. If only you had more leads. Let’s not dismiss this idea of the buyer journey and the prospect experience so quickly. If I told you you’ll have all the leads you need and more if only you create a truly remarkable prospect experience—would I have your attention?  I hope so.

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Your Old-School Sales People Are Wasting Your Inbound Marketing Leads

We see it almost every week. The inbound marketing program is generating leads – not only marketing-qualified leads for people at the top of the funnel, but also sales-qualified opportunities who want to talk to your sales team about doing business with you. The challenge is that you’re still not closing those opportunities, and revenue isn’t moving up and to the right.

The issue isn’t with your marketing. It’s with your sales. You don’t want to sell; you want to guide and advise.  

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Why Do CEOs and Marketing Executives Continue To Buy Advertising?

In this article on forbes.com, the author (a friend of mine) provides some hard data that indicates -- despite all the new options for marketers -- TV advertising continues to receive significant investment every year. I actually commented on the post, pointing out that those investments in traditional media don't mean it's delivering results.

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