Inbound - The Blog: The Secrets Behind Click To Close

 

Revenue Growth Has To Be Earned

Visits, Clicks, Downloads, Views And Conversions Are Easy; Revenue Is Hard

At Square 2 Marketing, we’ve been spending a lot of time talking about revenue. How do we help our clients generate it? How do we help our clients predict it? How do we help our clients drive sustained revenue growth?

With all that talk, it occurred to me that impacting revenue at almost every business is a highly complex and detail-oriented mission. There are many moving parts and a lot of factors involved in whether revenue is growing or not.

A lot of hard work must go into convincing people to do things differently, changing processes, changing tactics, adding technology and thinking differently. When this hard work and investment gets applied and executed correctly, revenue grows. But it doesnt happen without the hard work. Revenue has to be earned. No one is going to hand it to you.

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How Trust Needs To Be Core To Your Sales And Marketing Strategy

Marketing Tactics And Sales Process Need To Feature Trust Building

Want people to buy from you? Then earn their trust. The big challenge is it requires hard work and a complete “click-to-close” experience that’s designed with trust in mind. Here’s more bad news: Your prospects don’t trust you, your marketing or your sales teams. That means the work to build that trust requires creativity, content and an authentic approach that you live every day, not one you pay lip service to.

Great, now what? Let’s start at the beginning. Since we agree that your prospects don’t believe you, then let’s get your clients involved. Let’s create an authentic, emotional message that moves them, and let’s shift the idea that you have to convince them to the idea that you have to guide and advise them. 

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Inbound Marketing Leads Are Fine, But Sales Opportunities Are Better

How To Drive Massive Increases In Sales Opportunities For Your Sales Team

Marketing is going through a massive transformation. Marketing teams and digital marketing agencies are all being asked to deliver much more than fancy creative. Today, they’re being asked to deliver leads, and not just any leads. They must deliver high-quality, sales-qualified leads that quickly move to sales opportunities and potentially new customers.

If this is the new normal, then business leaders, CEOs and even VPs of marketing at companies going through this change in expectations need to adjust their strategy to make sure they produce compelling creative and the sales opportunities expected.

This shift requires an adjustment in thinking and an adjustment in the selection of tactics. It requires a more holistic understanding of the buyer journey and how both marketing and sales delivery impacts the overall business results we’re all looking for under this new set of expectations.

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A CEO’s Guide To Digital Revenue Generation

How To Cut Through All Of The Confusion And Produce Results With A Blend Of Inbound Marketing And Demand Generation Tactics

Just to illustrate how confusing the world of digital marketing is right now, on my way home last week, I heard an ad on the radio for an internet marketing agency that was going to help companies get leads by using new internet marketing tactics to drive business results. Funny how they promote their ability to use the internet to drive leads for you, but they need the radio to drive leads for themselves.

In a similar story, the picture here is of a newspaper ad from another digital marketing firm identifying how confused everyone is and how they’re also here to help, but they need old-school print-based newspaper ads to get their own story out. It’s not surprising CEOs are confused when you see conflicting messages like this on a daily basis.

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Revenue Below Expectations? How To Crack The Code To Revenue Growth

5 Must-Have Elements To Ensure You Exceed Your Revenue Generation Targets

Setting, hitting and then exceeding your revenue goals is more complicated than ever before. The key complicating factor is one you have little control over: your prospects. They’re not sitting in their offices waiting for you to call them anymore. They’re out and about, they’re on their smartphones, they’re actively running their own purchase cycle without you and they’re only bringing you in at the end of that journey.

This makes getting their attention, telling your story and actively engaging in their buyer journey with them a major challenge. This revenue generation strategy challenge requires new thinking, new processes, new tools and new expectations around the behavior of your marketing and sales team. But it’s not all bad news; there’s just as much good news.

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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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