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The inbound movement has always been about one thing: being relevant and truly helpful to your audience. This approach shouldn't change, but as technology and internal company relationships change, marketers and salespeople must learn how to adapt to better serve their customers. To better understand how our relationships with consumers and coworkers are changing, we collected data from more than 6,300 marketers and salespeople from around the globe, which we've compiled in the 2017 State of Inbound report. It examines the relationship between company leadership and employees, details on collaboration between marketing and sales teams, and a look at what the industry’s foremost marketers are adding to their strategy in the coming year....
In my recent blog on channel conversion rate, I mentioned conversion was only the initial piece of the puzzle. To get the full picture of how effective your acquisition channels are, you also need to look at win rate, velocity, and pipeline created vs. cost.
So in this fourth blog in the Marketo Institute series, we’re going to look at the next two channel pipeline metrics: win rate and velocity.
You can’t measure the effectiveness of a channel just based on conversion rate. A lot of marketers fall in to the pit trap of stopping their metrics right before the marketing-to-sales handoff.
Without closed loop visibility from sales back to marketing, you often hear conversations like these:
Marketing: “Here are some high converting leads!”(3 months later)
Sales: “Those leads were garbage.”...
If Oglivy knew anything, he knew how to make ideas stick. And when it comes to landing pages, you can’t afford for them not to be sticky.
Sticky landing pages have a direct conversion path. The job of a sticky landing page is to get your visitors to stick to it – and not end up on some other page. This is why sticky landing pages are the most effective pages, because they help your visitors stick around until they have clicked your call to action button.
Sticky landing pages have no distractions or detours on them. They get your visitors to trust your product, like your product, and (eventually) buy your product.
Today, we’re going to dig up some of Ogilvy’s most famous advertising quotes, and we’re going to show you how you can create the stickiest landing pages....
You know what they say: you can catch a lot of flies with honey, but you can catch more honeys being fly. Try that cliche in a bar and it might end with a drink thrown in your face, but adapting that mindset in your inbound marketing strategy could not only improve lead generation rates, but also increase the number of qualified leads your business attracts.
This article will focus primarily on the step that comes after your stones are in place––your pebbles, or the best practices for generating leads using your content. You will quickly understand how companies that are hopping aboard the content train are generating 67% more leads per month than those who don’t....
What would you learn if you sent 125 million emails in a year?
Digital Marketer did just that and we’ve learned a thing or two about what works in the process.
We’ve crunched the numbers and are giving you our 101 best subject lines, plus a subject line trick guaranteed to increase your click through rate!...
Inbound marketing focuses on creating content that appeals to your company’s target customers, thus pulling your potential customers to you.Relevant content ranges from answers to questions or challenges customers has through the range of the entire sales funnel.
The content can be form of blog posts, white papers, infographics, videos and more, which are then distributed through channels such as the company blog, newsletter or social media accounts.
With inbound leads costing 61% less to generate than outbound leads, inbound marketing is especially suitable for startups, small and medium businesses with tighter budgets.
If you’re looking to get started with inbound marketing, here are 8 free tools to get your started. We use many of these tools ourselves and with our own clients, so we know first-hand that they’re effective despite being free....
Every year since 2009, HubSpot has released its State of Inbound Marketing report with survey results from thousands of sales and marketing executives.
Every year since 2009, HubSpot has released its State of Inbound Marketing report with survey results from thousands of sales and marketing executives. This year, the report spans the globe, with more than 3500 respondents and topics ranging from planning and budgeting for inbound marketing to execution and analysis. Challenges and priorities for this group have changed significantly over the past five years, but one thing remains constant: Those who practice inbound are still passionate about growing their businesses through the inbound methodology.
Where are we now? We’re moving in some new directions to leverage data and merge disciplines. Let’s take a look at some of these trends....
Early in my career, I remember our CEO calling the entire sales team into the conference room. There were about 30 of us. With tremendous enthusiasm he announced a new SPIFF program with … drumroll … a prize of $20,000! To win, each rep needed to achieve the following:
Q3 bookings of $275,000 or more
Q4 bookings of $275,000 or more
Sell 25 of any Product
Sell 10 of Product A
Sell 4 of Product B in Q3
Sell 4 of Product B in Q4
Now, even for the highest earners, a $20k bonus was nothing to laugh at. So you can imagine the excitement that rose up from the room. Everyone left determined to conquer the challenge -- exactly what our CEO wanted. But what happened next probably wasn’t what he anticipated...
On average, inbound leads cost 61% less than leads from outbound marketing methods like billboards, direct mail, or radio advertisements.
Inbound marketing is not a channel, tactic or technology; it is a methodology. With inbound, brands attract, convert, close and delight visitors, leads and customers through a variety of channels including social media, email, blogging, search engine optimization and more.
Don’t believe me? Let’s dive into some facts and statistics behind inbound marketing....
Whether you are new to content marketing sphere or an old expert, it's always good to keep up on what the top industry pros are saying.
Here's an infographic created by referralcandy filled with 24 juicy tips and trends, every marketer needs to know.
A key trend and tip: Interesting content is one of the top 3 reasons people follow a brand on social media site, while 7 in 10 consumers prefer getting to know a company via articles than ads....
Connecting the dots in an organization’s community requires a deep understanding of how community actually forms in most businesses. It’s not about Facebook pages and catchy slogans. It’s much more subtle and requires that you start thinking about organizational elements that you’ve probably never considered before. I believe a business forms community through the following six elements....
How to you generate more marketing qualified leads? Why, you run an inbound marketing funnel-focused campaign! Here's how to get started.The purpose of this article will be to outline a campaign process you can use to generate a marketing qualified lead.
This includes a website visitor clicking on a call to action, downloading an information qualifying offer from a landing page, email nurturing and downloading a marketing qualifying offer.Today I’d like to teach you about how a campaign works, and give you a scenario that you can adapt and reuse in your own inbound marketing strategy. But, we need to first speak a little bit about your sales funnel....
According to a 2012 study by AOL and Nielsen, 27,000,000 pieces of content are shared every day. By now, the mantra of “content is king” has been relentlessly drilled into our collective heads – but more isn’t always necessarily better.
Quality is important – but how do you know if you’re really producing content that’s engaging your audience? Perhaps even more importantly, how are you measuring the results?
If you write and share it – will they come?
Let’s take a look at several new findings made as a result of a joint study between the Content Marketing Institute, MarketingProfs and Brightcove and what they could mean for next year’s content marketing trends...
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The most successful inbound marketers learn skills and create habits in their first 100 days in this new role. To make sure your trajectory is set correctly, we've catalogued much of what you'll need to succeed in inbound marketing. Don't be scared by the length -- remember, this document is one to use over the course of three months. Still, it's not intended to be a complete list of every little thing you need to know -- rather, it’s a fairly comprehensive collection of the fundamentals. Your company's own plan can be tailored based on the goals you need to achieve, but this outline is a good guide to begin with....
If the average business has an ROI of 4,300% from email marketing with those kinds of open rates, imagine what you could do if 50-60% of your list opened and interacted with your emails.
In this post, I will show you how to achieve those results.
Content marketing is often the focus of an inbound marketing strategy, but there’s more to it than that. A good corporate website is a crucial foundation for this type of marketing. Good inbound marketing websites rely on a careful combination of these five must-have characteristics:...
There are no secrets on the internet. Every Google search and click generates a data trail. How do you know which data really matters to gauging the success of your inbound marketing campaign?x
10 Marketing Metrics That Matter
Put on your nerd hat and join us for a quick overview of the marketing metrics that you should be measuring regularly:...
For many companies, TV or radio has worked well for years, sometimes decades. And the idea that marketing through blogs and content can replace this trusted media is a hard sell.
In my opinion, the biggest hurdle in the move to inbound marketing is the act of letting go. Letting go of the past. And letting go of preconceived notions.
Once you or your client do this, you are ready to get to work and transition to inbound marketing. To help you along the way, here are 7 steps to make the switch....
... It’s so easy to forget where we were 11 months ago as a company. Inbound marketing with HubSpot has completely transformed the way we do business and how we create new customer relationships.
In fact, this exercise of reporting has been good for me, because I quickly forget how things used to be. The results, reports, and data are awfully compelling....
Inbound marketing still uses campaigns, but the way in which they end up being used tends to be a bit different. Inbound marketing behaves very similar to the way education has changed over the last few years, shifting from education via a single platform to a multi-aspect enterprise.
It takes into account the different learning styles and exposure methods available and centres them around an appealing offer. It’s a smoother way to travel, and is much easier to pinpoint the strengths and weaknesses of any given campaign.
So inbound marketing campaigns sound pretty ideal, right? They’re delightfully simple to build, too. Here’s the process, broken down into five steps:...
You’re probably aware of HubSpot’s presence on social media. Whether you follow our Twitter account, like us on Facebook, or are even in our Inbound Marketers LinkedIn group, you know that we take social media very seriously.
For us, social media isn’t a fad. It isn’t a practice you do only if you have time. It’s one of our main channels for lead generation and is essential to each and every stage of the inbound methodology. As part of HubSpot’s social media team, I am writing to share with you some exclusive glimpses into our social media strategy....
Inbound marketing can help you increase revenue for your business, but sometimes your boss or coworkers first need to understand how it works to be convinced it's worth it.
To help you make the case for inbound marketing for your company, we've created a complete training presentation you can download and present to your team. Once you review it with your colleagues, you'll have the buy-in and know-how you need to push forward with inbound marketing strategies like search engine optimization, social media, blogging, content creation, and email marketing....
All the data you need for determining the potential cost of inbound marketing.
The average cost for one outbound marketing lead is around $332 compared to the significantly lower $134 cost of an inbound lead.v
That’s more than double the cost.Aside from being more cost efficient, Inbound Marketing also proved to be more effective in generating leads in 2013 according to the State of Inbound Marketing Report published by HubSpot. (See chart)
Learn the elements your homepage should have to ensure it's optimized for lead generation.
Run your current homepage through this quick 8-question assessment: 1. Does it have a clear, compelling statement that addresses your target audience's pains as a headline on the homepage? 2. Does it have an empathetic photo so people can connect with your company? 3. Do you articulate your differentiation right there on the homepage? 4. Is there validation to back up your story on your homepage? 5. Do you provide a variety of educational content, like reports, videos, webinars, and research? 6. Does your site deliver a personal experience? 7. Can your site be shared via social networks quickly and easily? 8. Does it work just as well on tablets and smartphones?
If you answered “no” to even one of these questions, you might want to make some changes to your homepage. Here are 8 upgrades you should consider to optimize your homepage for better lead generation....
Are you an inbound marketer who uses Google Chrome? Learn 8 extensions that will make your life better.
As an inbound marketer I live in Google Chrome. I am constantly trying to improve my Chrome setup to make the time I spend there more efficient, more effective, and more intuitive.
One of my favorite ways Chrome lets you customize your experience is through extensions. Many are free and are incredibly easy to add via the Google Web Store. Over the last year I’ve tried many different extensions and feel the following 8 extensions truly make an inbound marketer’s life in Chrome better...
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Check out the top stats on marketing and sales from HubSpot’s 2017 State of Inbound Report. Recommended reading. 9/10