- 06 Jul
5 Inbound Lead Generation Strategies & How to Make Them Work!
by Brad Smith
Outbound marketing is a good way to get leads quickly. But it is not a simple process. And that’s for the reason that to do that, you need to be seen by a lot of eyes first. That gets very expensive. Add to that the fact that those eyeballs my not be aware that they want or need your product. And they may have never heard of you before and as is the nature of the market now, suspicious of your claims.
But what if, instead of pushing your offer onto people when they haven’t asked for it, you could use valuable content to draw them in, when they want to come to you? You can. It’s called inbound marketing. And it works very well.
Inbound marketing: What you need to know
Successful inbound marketing relies heavily upon quality content. That can be in the form of articles, emails, videos, podcasts, infographics, or e-books. However, the content landscape is getting more and more competitive, mainly due to its own success. Now, to see what can be done to overcome this and to learn how this will impact the future or your content marketing program, read the full article at WordStream.com
- 02 Jul
Happy 4th of July From Our Family to Yours
- 30 Jun
A Beginner’s Guide to Retargeting Ads
by Dan Hecht
We’d all like to think that every single person that comes in contact with our business follows a very straight and orderly path to purchase. Someone visits our site for the first time, fills out a form to download an e-book, then becomes interested in talking with a sales rep, and before you know it, the lead is becoming a customer, handing over their credit card to purchase something from your company.
The Reality: A Buyer’s Journey is Probably Not So Linear
People pop over to your website, then leave. Then, a few days after that, they decide to check out another blog post. Maybe a week later they decide to get in touch with Sales. The same end result, but the process is a little more convoluted. So marketers need to be prepared to help their buyers through that convoluted process.
One Great Way to do That is With Retargeting Ads
If you’ve never used retargeting before, don’t worry . In this article, Dan Hecht from HubSpot will guide you through the basics of how retargeting works. Then he explain how you can use it to support your larger marketing goals, and even outline an example of a Facebook Ad retargeting campaign. So read the full article at the HubSpot Blog.
- 23 Jun
Thought Leadership Significantly Impacts B2B Buying
- Jun 23, 2020
- Dan Hoff
- Content Marketing, Conversion Strategies, Sales Enablement, Thought Leadership
The thought leadership content B2B buyers engage with in social media can have a tremendous impact on what they purchase. This was according to new research from LinkedIn and Edelman Digital.
Content + Thought Leadership = B2B Results
It seems that over a third of c-suite execs and decision makers surveyed said thought leadership content had influenced them to ask a vendor to participate in the RFP process. And 47% said such content had a direct impact on awarding business.
Edelman collaborated with LinkedIn on the study of more than 1,300 business decision makers and c-suite executives. They set out to explore how thought leadership influences the B2B purchase process. And they found answers. And to see what they discovered and access the report, read the full article at ChiefMarketer.com
- 05 Jun
What B2B Buyers Want From Vendors Right Now
by Ayaz Nanji
We all know that COVID-19 has had a disruptive influence on consumer buying. But the impact the B2B buyer hasn’t been discussed much. And, as it turns out, there has been impact there as well.
When In Doubt, Ask for Answers
To rectify that situation, LeadMD conducted a survey [download available] in April, at the beginning of the COVID-19 business impact period. They focused their study on nearly 200 buyers of B2B technology products and services. And, the insights gained are extremely instructive.
Rather than a product focus, buyers of B2B technology products and services want to understand how to get the most out of the solutions they already own. And one-fourth say what they want most is information about how vendors are supporting their customers during the COVID-19 pandemic.
While not surprising, the deeper you look at the numbers, the more they reveal. And to read the full article and to download the original study results, read the full article at MarketingProfs.com
- 29 May
7 Amazingly Effective Lead Nurturing Tactics
An increasing number of companies are adopting some form of inbound marketing as a way to generate more leads. And with that trend, the importance of having an effective lead nurturing strategy becomes even more important.
However, with inbound programs, we know that only a relatively small percentage of inbound leads are ready to purchase now. And statistics tell us that can leave upwards of 90% of your inbound leads on the table.
How to Nurture Leads?
Despite the clear benefits of lead nurturing, you can still struggle to build the right strategy around it. There’s a huge opportunity to implement effective lead nurturing strategies and gain an advantage over your competition. But, you are probably wondering, which lead nurturing tactics work best? And, how do I get started with lead nurturing? To find out, read the full article at the HubSpot Blog.
- 22 May
In Memory of Those Who Sacrificed Everything . . .
. . . so that we might be free.
- 19 May
7 Email Cadence Best Practices for Better Email Marketing Campaigns
by Jay Fuchs
According to a study by the Radicati Group, Inc., by 2022, an estimated 330 billion emails will be sent and received each day. That will make email one of the largest digital communication channels. And, through the years, email has become one of the most effective ways for businesses to convert leads into buyers.
Old Adage: “If It Ain’t Broke, Don’t Fix It”
And by now, we all know that an email campaign is an effective strategy for turning a prospect’s interest into hard sales. These campaigns can be massive assets. But they shouldn’t be structured arbitrarily.
There’s much more to the email campaign process than drafting up an email and hitting send. And, one of the most crucial and often overlooked components of the email campaign process is email cadence of your emails. Surprisingly the success of an email campaign can hinge upon the effectiveness of its cadence. And to learn how to build out a successful email campaign cadence, read the full article at the HubSpot Blog.
- 08 May
5 Steps to Build a Webinar Landing Page That Guarantees Attendees
by Brad Smith
Marketing in a world of “social distancing” has become a lot more complicated and far more difficult. And in this new “shelter in place” era a webinar can be one of the most powerful tools in your arsenal.
There’s a Simple Reason for That
Webinars allow you to connect directly with your audience. They can readily establishing your credibility in a domain. And, they can easily associating your business with that topic in the minds of your prospective customers. All of these factors build trust as you present your product in a transparent manner.
While this sounds all great, what if nobody shows up?
After all, without an audience, there’s really no point. The good news: You can skyrocket your attendees by using a customized webinar landing page that is specifically designed to encourage visitors to register. Five key steps go into creating a high-converting webinar landing page, and we’ll be covering all of them. To learn how, read the full article at the WordStream Blog.
- 05 May
B2B Buyers Rely on Vendor Websites for Content
from Marketing Charts
The Top Content Source May Come as a Surprise
So, where are buyers finding the content they need? For most B2B buyers, vendor websites have proven to be an important source of content throughout each stage of their journey. This conclusion comes to us thanks to recent research from FocusVision.
Of the average 13 pieces of content buyers reported consuming, an average of 8 came directly from the vendor, with the remaining 5 being from third-party sources. More importantly, the study revealed that 7 in 10 buyers surveyed said the content they relied upon most came directly through vendor websites. To learn even more, read the full article at MarketingCharts.com.
- 04 May
May the 4th Be With You . . .
- 01 May
How to Increase B2B Sales With Email Marketing
by Angela White
If your organization focuses on B2B sales and you haven’t yet used email as a tool for marketing, you’re probably missing out on a lot. Regardless of technological advancements, emails still rule the roost. Email is ubiquitous. It is easy to work with. And it can readily contribute significantly to your firm’s revenue.
Even Now, The Numbers are Impressive
Statistics show that the average ROI of emails stands at $38 for every $1 spent. This proves why email is still the preferred choice of most businesses. In fact, email marketing is one of the best B2B sales strategies that can help you reach out to your potential customers, build a better bond with them and convince them to choose your brand over others.
With endless strategies out there to help you with lead generation and sales, why would you opt for emails? To find the answer to this question and even more, read the full article on Jeff Bullas’s Blog.
- 28 Apr
Despite Challenges Email Continues to Drive Purchases
from Marketing Charts
Despite being overshadowed by other channels like social media, email is still one of the most important channels available. And with good reason. A recent report [download page] from Cheetah Digital and Econsultancy illustrates the extent that email remains a strong sales driver.
Email Works, But Still Has Challenges
A survey by Ascend2 found that engagement is still a challenge for email marketing. This study found that only a little more than one-third of US respondents said they are likely to engage with a message that is related to a recent purchase. And only 30% said they were more likely to engage with offers or content in messages that were personalized. And currently only 40% of US respondents choose email as their preferred channel.
So, what does this mean for email marketing? To find out, read the full article at MarketingCharts.com
- 23 Apr
16 Creative Lead Generation Ideas to Try
by Allie Decker
Lead generation is tough, whether in person or online. Sending cold emails and scraping together lists can be difficult. And, let’s face it, its because people don’t want to take the time out of their schedules to talk.
A Lead Gen Nirvana? Impossible You Say?
What if you could reach your lead generation goals using methods that actually add value for your prospects? That is a possibility. And can be your new reality.
To walk you through how to achieve this for your business, Allie Decker over at HubSpot has detailed several creative methods you can add to your lead generation strategy. These ideas provide valuable information that helps prospects rather than simply pushing them to make a purchase. Read More >>
- 08 Apr
How Small Businesses Can Take Advantage of the U.S. Stimulus Package
by Pamela Bump
We recognize that if you run or work for a small business you are trying to quickly research options. You need to uncover what all the new laws might mean for your company, personal finances and future.
You Probably Have Questions. . .
To help our readers learn how you can take advantage of the stimulus package and related acts, the great people over at HubSpot we’ll walk through each major benefit that the acts offer. For the many small business owners, you have questions about the stimulus package. So they’ve also included a quick FAQ at the end of their post.
For answers to some of your questions, jump to different sections of this post with the reference links listed here:
How Small Businesses Can Take Advantage of the U.S. Stimulus Package
Low-Interest Loans and Paycheck Protection
Tax Deferrals for Small Businesses and Corporations
Employee Leave and Unemployment Regulations
Stimulus Aid for Individuals
Stimulus Package FAQ
Resources for Small Business Owners and Employees
Disclaimer: This blog post is meant as a basic resource and not a comprehensive guide. We will regularly update it to add more information as it becomes available.
- 07 Apr
The CARES Act Paycheck Protection Program: What You Need to Know
by Elaine Stone
On Friday, March 27, the Coronavirus Aid, Relief, and Economic Security Act (CARES Act) became US law. And the CARES act put into motion a momentous effort to provide financial relief for millions of Americans.
The CARES Act is packed with provisions for small businesses. This includes emergency government grants and existing loan payment coverage. But the $350 billion Paycheck Protection Program (PPP) might be the most promising portion of the legislation.
But what is this program? And is it something that can aid your business?
The Federal government is still ironing out the logistics. More details are being released daily if not hourly. But if you think you may need to make use of this resource, you won’t want to wait to start evaluating if a PPP loan is right for your business. Read on at WordStream Blog to see more of the details of this program and how it may be able to help you.
- 31 Mar
Work Email Behavior: Time, Inbox, and Usefulness Trends
by Ayaz Nanji
Whether at work or at home, email has become the everpresent spectre of life. And it seems that we all have a persistent, almos compulsive, habbit of constantly checking for new email messges.
Times, They are a Changing . . .
However, that seems to be changing in today’s work world. It seems that workers are spending less time checking business as well as personal email. That is even though most still spend several hours each day sorting through their inboxes. This is according to recent research from CMO by Adobe.
Now this may simply seem to be an interesting factoid to see and forget. However, this fact is far more important that that, especially if email is the linchpin of your lead gen and marketing programs.
Survey respondents reported that they spend 209 minutes each day checking work email, on average. That is down from 256 minutes spent checking work email, in 2016. And this can have some serious implications in the world of email marketing.
To learn more about this trend, to see more of the data and to access the original report, read the full article at MarketingProfs.com
- 30 Mar
Some Great Ways to Use Video in Your Email Marketing
Video email marketing can be an incredibly effective strategy for businesses of any size. And the numbers for using video in email are fairly stunning.
Reports show that adding video to email can as much as double your CTR. And who wouldn’t want to double their email response rate?
But, What is video email marketing?
Video email marketing is simply including videos in email marketing. But, while the definition may be simple, actually adding video to your email isn’t. It seems that email services don’t allow directly sending videos, and rightfully so. But, that doesn’t mean there isn’t a “work-around” that gets you to the same place.
So, if you’re unsure about how to do that, we have a quick how-to post on the HubSpot Blog that explains it all.