Inbound Marketing Archives

Solving The Persona and Product Marketing Paradox: Engagement Personas

Account-Based Marketing, B2B Marketing and Sales, Buyer Engagement, Closed-loop Marketing, Content Marketing, Inbound Marketing, Marketing Automation, Revenue Architecture, Revenue Growth, Revenue Marketing, Revenue Strategy

More insights for the 85% of B2B marketers who don’t have effective personas!

Mapping out your buyers’ pain and organizing via Pain Maps™ to enable the ULTIMATE Goal: Informing Engagement Personas™.

There are many different perspectives and philosophies on persona development. This makes sense, as they’re the most critical element of creating messaging and informing Message Maps™…then identifying and developing content aligned with the buy cycle…and ultimately validating the various components of a true buyer engagement strategy. In the end, persona development should be defined by how it’ll be used – in terms of purpose and context that will drive messaging, and ultimately content strategy. Other marketers will use it more as a “playbook” of all possible or available buyer insights. I’m not saying either is right or wrong, but it’s why we’ve created a new category called Engagement Personas™.

May 30, 2020/0 Comments/by John Stone

5 Tips for Using HubSpot as a Partner Agency

Inbound Marketing, Marketing Automation, Revenue Growth

HubSpot is a premier marketing and sales software platforms for inbound marketing. For HubSpot Partner Agencies, one of the main benefits is that, instead of having various marketing and software systems in place and having to switch between them all, HubSpot allows your business to have a one-stop shop for all of your marketing and sales needs.

However, migrating your existing website and software capabilities over to HubSpot can be tedious at times – albeit rewarding in the end. Once you’ve integrated HubSpot into your technology systems, you have their vast array of features at your disposal.

To help with this process, here are 5 tips for using HubSpot that we recommend for anyone starting out in HubSpot.

February 24, 2017/0 Comments/by John Stone

Let’s Talk About Email – Why and How to Use Email Marketing

B2B Marketing and Sales, Content Marketing, Inbound Marketing, Revenue Growth

With the rise of social media, many “traditional” online marketing tools have fallen out of the spotlight in the glamorous new world of Facebook, Instagram, and Snapchat. Marketers scramble to discuss the latest marketing campaigns that can be implemented with social media.

However, email marketing is one of the marketing tools that should be discussed in earnest. Email marketing is still useful and has its place in the modern B2B marketer’s repertoire.

February 5, 2017/0 Comments/by John Stone

Account Based Marketing vs Inbound Marketing

Account-Based Marketing, B2B Marketing and Sales, Inbound Marketing, Revenue Growth, Revenue Systems, Sales Enablement

Recent focus on #ABM – Account Based Marketing – has spurred a lot of conversation about how ABM differs from Inbound Marketing. Our view is that these descriptive labels essentially are all attacking the same challenge of driving sustainable revenue growth. ABM is more focused on engaging, converting and expanding an account – a typical B2B sales and marketing challenge. Inbound Marketing is a more generic process of lead generation and lead conversion though an attraction principle – using content and permission marketing to attract leads (people) to your brand or website for nurture and sales conversion.

We focus on the concept of Revenue Architecture – a customized approach to align your business model with your revenue generation model and to unify the sales and marketing process.

Here are some ways that account based marketing and inbound marketing are different.

March 30, 2016/0 Comments/by John Stone

SharpSpring Review

B2B Marketing and Sales, Closed-loop Marketing, Content Marketing, CRM, Inbound Marketing, Measurement and Analytics, Revenue Architecture, Revenue Growth, Revenue Marketing, Revenue Systems, Sales Excellence, Technology & Websites

If you’re looking for a marketing automation platform that offers many of the same functionality as the more expensive options, give this SharpSpring review a look! Sharpspring works primarily with agency partners (like Revenue Architects) and is well suited for mid-sized businesses and high end professional sales teams. As an agency, we work with Sharpspring along with other platforms including Eloqua, Hubspot, Pardot and Marketo. We find SharpSpring is an excellent fit for businesses that value inbound marketing. email marketing and integrated CRM. Depending on the solution architecture in your organization, including the existing infrastructure of CRM and Office, SharpSpring may be a fit.

This post highlights features found in marketing automation platforms as well as a few lesser-known features found in SharpSpring. Let’s begin with the most common functions of a marketing automation platform:

December 1, 2014/0 Comments/by John Nielsen

7 Attributes of a Lead Scoring Model

B2B Marketing and Sales, Closed-loop Marketing, Content Marketing, CRM, Inbound Marketing, Measurement and Analytics, Revenue Architecture, Revenue Growth, Revenue Marketing, Revenue Systems, Sales Excellence

Every company will have different ways of measuring a qualified lead, yet there is a set of factors that you can use to map into a lead-scoring model. Many marketing automation solutions, such as Eloqua, Marketo, Hubspot, Pardot, ShaprSpring, and others, have built-in lead scoring algorithms and pass this information into a CRM system like Salesforce and SugarCRM.

These scores can be set up to deliver marketing-qualified leads based on certain criteria and scores, helping sales teams accept the leads (Sales Accepted Leads) and focus their energies on the top prospects.

Marketing Automation and CRM are both important. We use Sharpspring technology for our small business retainer services to deliver inbound marketing programs and integrated marketing. Sharpspring includes an integrated CRM as well as API hooks into leading CRMs so it is great for small businesses. The life of the lead is a great way to see the flow of the lead through time and the lead scoring approach helps sales focus immediately on the top inbound leads.

September 29, 2014/0 Comments/by John Stone

What’s The Right Mix Of Inbound And Outbound Marketing?

B2B Marketing and Sales, Financial Advisor Marketing, Inbound Marketing, Revenue Growth, Revenue Marketing, Social Media

At Revenue Architects, we are big advocates of inbound marketing with leading solutions like HubSpot, Act-On, Marketo, and Mailchimp for email marketing but we also work with a number of industry sectors where a stronger outbound approach is still needed. For example at professional services businesses like consulting, law firms, financial advisors, the promise of “inbound” is a bit over-hyped and a more balanced approach is critical.

August 13, 2012/0 Comments/by John Stone

Posts

5 Tips for Using HubSpot as a Partner Agency

Let’s Talk About Email – Why and How to Use Email Marketing

Account Based Marketing vs Inbound Marketing

SharpSpring Review

7 Attributes of a Lead Scoring Model

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