Inbound - The Blog: The Secrets Behind Click To Close


Why You Want Your Digital Marketing Agency To Be Obsessed With Data

Inbound Marketing Or Demand Generation? Both Approaches Need To Be Results And Data Driven

Today’s marketing is highly complex, with many different moving parts, a variety of skill sets needed to execute it and an overlay of technology. To really do it right you need UI/UX, conversion rate optimization, content expertise, web development, lead nurturing, paid search and organic search just to drive leads for your sales team.

But the tactics are only part of the puzzle. The real challenge comes from being able to analyze the performance of those tactics quantitatively and then adjusting delivery to increase performance month over month.

You need a team of data-obsessed marketers to do this well. Because marketing is so complicated and data is so critical to success, companies are finding it increasingly difficult to hire for these skills. That’s why it’s a smart choice to work with a digital marketing agency that features these skills, nurtures these skills and has operationalized the delivery of these skills for its clients.



How To Blend Advocacy Marketing Into Your Inbound Marketing Program

Do It Right And You’ll Realize Improved Close Rates Plus Much Shorter Sales Cycles

The idea of adding a new marketing buzzword  advocacy marketing  to an already crowded field of marketing-related buzzwords doesn’t make me feel good. However, the business outcomes from mobilizing your existing customers to help you close more new customers and close them faster make this one hard to ignore.

What makes it extra interesting for me is how closely connected advocacy marketing is to a lot of the existing inbound marketing tactics we’re already deploying for our clients. The idea of earning attention (inbound marketing) fits right in with the idea of earning the right to ask your clients and customers to help you in your sales process with prospects.



Account-Based Marketing: A Primer For Inbound Marketing Practitioners

Inbound Vs. Outbound? The Lines Are Getting Blurry; Account-Based Marketing Needs Inbound Components

A lot has changed since HubSpot first started talking about inbound marketing back in 2008. One of the biggest changes is the introduction of account-based marketing, a targeted approach to marketing that focuses on key companies and the individual people at those companies in a very strategic and direct way. Instead of marketing to masses, now you’re marketing to individuals.

However, the big difference between traditional inbound marketing and account-based marketing is while inbound attempts to put you where you need to be so prospects find you, ABM attempts to put you in front of people who have not yet started looking for you or what you do. That’s a very big departure from what inbound marketing once was.



Inbound Marketing Enhances Your Prospects' Experience To Close More Business

Inbound Marketing And The Prospect Experience Hold The Secret To Higher Close Rates And Shorter Sales Cycles

Want to close more new customers? Want to close them more quickly? Want to beat your competition more consistently without having to discount or compete on price? Inbound marketing holds the secret to creating a “click-to-close” experience for your prospects that makes your company the obvious choice.

Achieving the goals outlined above has less to do about the tactics youre working on and more about the experience you create for your prospects while they’re interacting with your marketing and participating in your sales process. In the end, if you provide them with a highly educational, guided and thoughtful experience, our research shows you’ll get the business.



How To Run A Killer Webinar That Produces Highly Qualified Sales Leads

This Tried-And-True Middle-Of-The-Funnel Tactic Almost Always Produces

With so many newfangled marketing tactics getting a lot of press, sometimes we have to make sure not to throw out the older but high-performing marketing tactics in favor of the new shiny objects.

Yes, podcasts, radio shows and interviews are hot right now, but webinars remain a high-performing tactic that engages your prospects, moves them through the funnel and produces highly qualified sales leads.

But because consumers have changed their buying behaviors, we should make a few upgrades to our content marketing and webinar program to take advantage of those changes and make sure we optimize the time and energy put into executing a webinar. If you expect your webinar program to produce sales opportunities, then consider these six upgrades as mandatory and not optional.



Demand Generation Tactics? Marketing Strategy Improves Results

Marketing Strategy Isn’t Only A Secret To Inbound Marketing Success; It’s The Secret To ALL Marketing Success, Including Demand Generation

If you notice, our blog isn’t filled with tips and techniques on how to use video, upgrade landing pages, design an infographic or get better at email.

To be honest with you, those articles are a dime a dozen on every single agency blog and most of the marketing technology blogs. Instead, we’ve focused on enlightening our subscribers with information to improve long-term performance of your marketing and sales initiatives.

To be even more transparent, the tactical stuff is a lot less interesting to us than the strategic stuff. You can Google “how to improve landing page performance” and get a large collection of articles on forms, headlines, copy, images, page design, etc. But Google “how to get more leads” and the articles are few and far between. Worse, the advice almost never focuses on what’s missing nine times out of 10 — the marketing strategy.



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.



Square 2 Marketing Promotes Long Tenured COO To President

Julie Golden Takes The Reins At HubSpot’s Largest Diamond Partner

Press Release: Conshohocken, PA – July 17, 2017

On Friday, Square 2 Marketing, one of the largest and most successful revenue generation consulting firms with specialties in inbound marketing and demand generation, announced that Julie Golden, who had been serving as chief operating officer, will be taking the lead at the agency as its new president. Mike Lieberman, who had been the president, will be moving into the CEO role.

Mike said, “There are very few people I’ve met in the agency community who understand how to serve the clients better than Julie. She also excels at delivery and ensuring that our clients receive the business results they expect – and more. This blend makes her the perfect person to lead our company.”



Why Account–Based Marketing Is Perfect For Demand Generation Campaigns

ABM Takes Awareness Right To Your Prospect’s Front Door

The challenge with straight demand generation is that it involves a lot of awareness building. You’re trying to tell your story to people who should be interested, but who – for whatever reason – might not be at the time. The message delivery is one to many. You’re telling your story to a big group of people.

Account-based marketing takes that same approach but narrows the delivery. Now the message delivery is one to one; you’re telling your story to one person at a time. This is one reason ABM is so appealing to marketers and so appropriate for sales. It carries a single personalized message with highly contextual content to a top-tiered, highly targeted group.



Inbound Marketing and Demand Generation Turn Websites Into Revenue Machines

Optimizing Your Website To Generate High Quality Leads Requires Monthly Care And Feeding

Regardless of your approach to marketing – inbound marketing or demand generation – your website has one mission: to generate leads. It should create high quality leads that turn into sales opportunities, and ultimately into new customers and revenue.

The best way to do this is to constantly optimize your website based on its own performance data and your company’s goals. Here are 21 website optimization techniques to drive leads and revenue growth. We’ve bundled the techniques into some functional areas for your reading pleasure. Let’s get started.