Inbound - The Blog: The Secrets Behind Click To Close

 

A 'Game Of Thrones' Guide To Lead Generation And Revenue

Dragons, White Walkers, Kings, Queens And Swords All Come Together To Help You Conquer Your Revenue Goals

Whether you’re a fan of Game of Thrones or not, no one can challenge the popularity of the show. The same is true with marketing. Today, you need the perfect combination of demand generation, inbound marketing and sales enablement to exceed your revenue goals.

Given the complexity of today’s marketing and sales tactics, it’s impossible to attempt to execute lead generation and revenue growth without a revenue strategy that includes both messaging and tactical configuration. Think about this like trying to take over the Westeros without a game plan.

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How Revenue Playbooks Drive Leads, New Customers And Revenue Growth

Both Marketing And Sales Teams Need Playbooks, Like Offense And Defense On A Football Team

I want you to think about a pro football team for just a few minutes. It won’t matter whether you’re a fan or not. On average, a team runs around 60 plays a game, which means the defense is also on the field to defend around 60 plays a game. Each team fields 11 players for each of those plays and during those plays each of the 11 players has a responsibility to execute a very specific task.

What does this have to do with revenue growth? The similarity is the complexity of the overall mission. In football, players are executing a series of plays in a coordinated manner with a diverse set of people, and the mission is to move the ball into the end zone. When you think about it, it sounds a lot like sales and marketing. You’re executing a series of sales and marketing tactics in a coordinated manner so that the prospect is moved through the funnel while leveraging a diverse set of sales and marketing team members until revenue is generated.

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Why Done Is Better Than Perfect When It Comes To Revenue Generation

Demand Generation Requires You To Go Live When Done, Instead Of Holding Until Perfect

At the risk of making all of the businesspeople reading the blog uncomfortable, you have to let go of this idea that marketing needs to be perfect before it’s launched.

Your website is ready to launch, but you just want to read it over one more time. No! Your new strategic messaging isn’t quite right, so you want to make a few more tweaks to it before you let us start using it. No! The new e-book needs one more round of revisions before youre comfortable making it public. No!

Why would I say something like this? This work represents your firm. If it’s not perfect, it’s a reflection on you. Taking extra time to make it perfect is going to pay off in the long run. We should be careful what we say publicly.

These are all valid points, but they don’t outweigh the power of moving work outside the safety of the agency and into the public domain for one reason and one reason only: You want marketing results and revenue generation. We want to get that for you, but to do it that work needs to see the light of day.

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Tasked With Demand Generation? A Quick Assessment To See If You're Impacting Revenue

Marketing’s New Edict: Drive New Customers And Revenue Or Die Trying

If you Google “demand generation” you’ll find similar definitions to the one I found: the focus of targeted marketing to drive awareness and interest in a company’s products or services. That makes sense, but it’s probably a definition created four or five years ago.

Today, demand generation is about the creation of high-quality sales opportunities that the sales team can close quickly, producing the level of revenue defined by the company’s business objectives.

The definition I found on the web sounds a lot like what marketing used to be — get your name out there. The definition I’m offering sounds more like what we do  generate revenue for our clients. I’m guessing most people are expecting marketing to produce revenue, and so are we.

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How Forensic Marketing Drives 10X Increases In Leads And New Customer Revenue

Inbound Marketing And Demand Generation Both Need A More Investigatory Approach

Most of the other highly technical professions like accounting, law and medicine have a forensic element to their practices for situations when people need to uncover the root causes impacting performance. Forensic accounting is used to reveal anomalies in accounting records or standard practices. Forensic medicine is used to uncover inconsistencies in patient response to treatment or medicines.

We apply a similar approach to marketing when were working with a client to drive new customer revenue. Our team uses forensic marketing to assess your current program and identify down to the most detailed and tactical level where the program is misaligned, misconfigured or incorrectly optimized. This methodology allows us to quickly identify the key issues, get them resolved and reconfigure the program for a fast turnaround and improved delivery of leads, sales opportunities and revenue.

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The Big 3: You Need These New Roles For Revenue Generation Marketing

Demand Generation With Inbound Marketing Tactics Requires These Roles To Produce Results

Youre ready to tackle the complexities of today’s revenue growth challenges. You get it. You know it’s not about marketing or sales; its about revenue. You see how demand generation focuses on getting people aware of your company and you see how inbound marketing earns the attention of people in an active search mode.

But you probably also see that the work needing to get done is complex and requires an entirely new set of skills. It’s highly unlikely that you’ll hire a new graduate, turn them loose and have them immediately building your funnel model, creating content, contributing to your stories, optimizing your website, using technology and impacting results in the first month.

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How To Shorten Your Sales Cycle By 2 Weeks And Improve Revenue By 25%

You Think You Have A New Customer, They’re About To Sign And Then They Go Underground

Does this sound familiar? It’s happened to almost all of us. This behavior doesn’t mean you’re not getting the deal, it doesn’t mean they don’t like you or want to work with you and it doesn’t mean they changed their mind. But it does mean your sales process is allowing this to happen, and maybe even causing it.

Working on your sales strategy, tracking the metrics associated with sales, and continuously identifying weak spots and adding improvements is how you dramatically improve your company’s ability to increase top-line revenue and do it in a scalable, repeatable and predictable way.

By eliminating friction in the sales process, you’ll help execute the process more quickly and increase close rates, driving revenue generation up and to the right.

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11 Revenue Metrics You Can Use For Sales And Marketing Alignment

Marketing And Sales Are Quickly Becoming Data-Driven, Metrics-Oriented Practices

It looks like sales and marketing alignment is finally becoming a reality. Most of the legacy issues preventing sales and marketing from merging into one single revenue department are dissolving. Today’s CRM systems link elegantly into the marketing platforms, so it’s now easy to track a prospect’s journey from click all the way to close.

The most progressive businesses are hiring chief revenue officers to lead their revenue departments and set clear revenue growth goals. They’re focused on leads, sales opportunities, shorter sales cycles and more new customers. These CROs are smart and they’re intimate with the language of revenue, which is math.

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I Finally Figured Out What's Wrong With Marketing (And Sales)

Why Are So Many People Frustrated With Revenue Generation? Why Is Marketing So Hard That People Are Angry?

Tasks that frustrate us make us angry. When you can’t generate enough leads to hit your revenue goals, you get frustrated and angry. When you can’t close enough of your leads to hit your revenue growth goals, you get frustrated and angry. It’s a natural human response to challenges.

But there’s something different about marketing that makes us extra frustrated, and I think I understand what might be contributing to our general frustration. Let’s see if we can agree on a few components of this lead and revenue generation challenge.

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7 Ways Inbound Marketing Can Impact Top-Line Revenue Growth This Week

Closely Aligning Sales And Marketing Pays Off In The Short Term

The days of marketing doing its thing and sales doing what it wants is quickly coming to an end. The best companies are realizing the massive inefficiencies associated with separate sales and marketing efforts. They’re aligning behind a single revenue goal.

This usually takes vision and leadership from the top, but if your organization still operates with divided sales and marketing teams, you can be the one who brings them together. Once marketing makes the first move toward working more closely with sales, a lot of opportunities open up.

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