Inbound Marketing is a transformational approach to attract prospects with valuable content at each stage of the buyer process.

77 Percent

Many so-called “Revenue Marketers” are writing checks that their companies simply can’t cash! According to a recent study by HubSpot, only 23% of marketers are exceeding their revenue goals. Yet, Revenue Marketing has become a ubiquitous concept and is getting tons of hype in today’s market. And rightfully so. No question – it’s the “holy grail” of today’s senior stakeholders.

Here’s the problem—all the verbiage around it was generated by companies and people deeply invested in its success. These include companies that are predominantly staffed by marketing automation technologists and solutions engineers, who are actually software people, not demand marketers. And all the talk isn’t limited to the marketing operations and automation folks who are making claims. There are also many strategic consulting firms and agencies that do the same, but they don’t have enough experience as practitioners to execute on the very recommendations they are prescribing to clients.

Don’t get me wrong, the modern marketing technology stack forms the most powerful marketing enablement toolkit I’ve witnessed in a nearly 25-year career. But it’s just that…an enablement toolkit. It’s a partial solution. You ALSO need effective buyer engagement strategy and execution or the monetization of your marketing investments won’t even come close to its potential.

Quite simply, revenue marketing can work—when (and only when) it’s driven by a worthy buyer engagement strategy. But the primary challenge, which we address in our new eBook entitled Exposed. The False Promises of Revenue Marketing., is all the confusion, misinterpretation and general lack of understanding that exists around revenue marketing and the buyer engagement strategies that are essential to its success.

These points of confusion include:

  • The fundamental deficit in buyer understanding that is killing marketing performance at most companies
  • What’s wrong with persona development
  • How messaging is largely missing the mark
  • Why most B2B content is lousy as it’s “domain-centric,” not “engagement-focused”
  • How most marketers are focused on all the wrong metrics
  • Why so very few marketers are capable of aligning all the requisite elements of a high-performance buyer engagement strategy

In the eBook we highlight these critical elements (and many more) that are too frequently being ignored, simply misunderstood or not fully embraced, but that are vital for true revenue marketing. In it we address 9 foundational principles that when used as a roadmap for marketing automation and social media propagation are the surest way to develop a sound buyer engagement strategy that transforms you into a true rock star of revenue marketing.

Download a copy of the eBook to discover 9 ways to exponentially increase leads, conversion, pipeline velocity and revenue impact:

 

 

This is a guest post with a backgrounder on Spam and eMail tactics.

email spam

Email spam, or junk mail, is sending and receiving unsolicited messages via email. While most spam messages are actually untargeted promotional emails, a percentage of junk emails also contain disguised links to familiar websites, but which are actually phishing attempts, or host malware meant to infect your computer system. Junk email can also contain scripts or executable file attachments which can then brick your computer, spy on you, or fill your browsers with adware.

Email spam has a long history, first appearing in the 90s, when botnets, which are practically networks of infected computers, began sending unsolicited emails to thousands of people present on their lists. Regardless that since the Internet became a reality, junk email was prohibited, it still represents a practice today. Email spam stands against the ethical principles of email marketing and can often be classified as unsolicited bulk email, which is mail sent in large quantities, or unsolicited commercial emails. Read more

5 tips for using hubspot

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.

Read more

email marketingWith 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 which 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.

Read more

Designing and launching a B2B sales campaign is a continuous activity for B2B sales and marketing teams. To illustrate this, we developed a Closed-Loop Marketing Architecture that describes the continuous campaign process. Data insights help determine the new customer messaging and personalized interactions resulting in better sales conversions.  The process tightly aligns marketing and sales teams to orchestrate buyer engagement at each stage and maximize lead conversions and ultimately revenue impact. Data and insights from past campaigns drive new segmentation and new messaging, spawning new campaigns.

A campaign involves the design, launch and optimization of experiences across multiple channels. It will engage customers and prospects at each stage of the buying lifecycle. So what are the elements in an effective B2B campaign design? These 10 questions can help cover the bases for your next B2B sales campaign. 

Read more

You have implemented marketing automation and you are generating some inbound leads. Great!  You have uploaded a database of contacts and these represent even more potential ‘leads’ (in the system). Now you need to manage all these leads. How do you convert them into subscribers and real sales leads?

lead-nurture

Of course, only a handful of leads are likely to become MQLs – Marketing Qualified Leads ready for sales engagement. Also, sales will likely want to send some MQLs back to marketing for more nurture. You need an approach to manage all the leads and contacts in your marketing database and start to nurture them into sales ready MQLs.

How do you set up a lead nurture program to generate more MQLs?

The answer is simple segmentation. Tackle this in three simple steps:

 

1. Define your buyer personas. Start with a few (3-4 perhaps) and build from there if needed. Personas could represent your typical economic buyer, technical buyer, business decision maker and influencer.  Focus on personas that would likely value different types of content and messaging from you at a different cadence. Some marketing automation solutions will automatically generate lists based on the persona and corresponding drop down self-selection fields that new prospects can complete to self select one of these persona segments.

 

2. Define your custom fields. This is an important step to ensure the database has the parameters you need based on your specific business. Of course, the more data fields you track, the greater the segmentation options, but the harder it is to maintain and complete profiles for each contact.  Data fields (custom and standard) may include things like business function, industry segment, personal contact status, interest areas, client status, partner, analyst, consultant, etc. You can also use existing analytics, like behaviors (interests) and lifecycle stage to help further create target segments and lists. All these existing and custom fields will allow you to build highly targeted lists for nurture campaigns and sales focus.

 

3. Build a matrix of segments to nurture campaigns. Now you can create a set of segments using the personas and appropriate custom fields. These segments can each receive different engagement campaigns. Campaigns can be set up along the customer journey;  for example awareness stage, consideration stage and decision stage campaigns. Another campaign archetype could be general company news and updates. Build your matrix to define which segments gets which campaigns and agree this with the sales team.

 

Now that you have the database set with personas and custom fields, you can run queries and build targeted lists for specific sales / marketing campaigns and follow-up. Of course, the process between marketing and sales must be highly collaborative. You can answer a range of queries that may trigger a targeted campaign or sales prospecting follow-up, e.g.:

  • Who has visited the site and registered in the last 2 weeks ?
  • What people that we know, have we not reached out to in the last 8 weeks ?
  • Who made an initial visit to our site and returned n times to download what?
  • Who do we know at XXX Company?
  • How many [sector] contacts visited/registered/ and downloaded the Infographic or eBook?
  • Who has responded to our initial message?
  • How many contacts do we have in Segment A?
  • Who visited our site and registered – but we have not followed up with?

Contact us know if you want to discuss nurture strategies in greater detail.