Inbound - The Blog: The Secrets Behind Click To Close


What Is Marketing Strategy When You're Talking Demand Generation?

Is It Different Than Marketing Strategies For Other Types Of Marketing, Like Inbound Marketing?

You’ve sat down with your management team to assess your current market, competition, target prospects and business goals. You’ve discussed your options, which include inbound marketing, account-based marketing and demand generation. You’ve decided that demand generation is right for you and your team agrees.

Now what? Are you ready to jump in and start with the paid advertising, email outreach, website redesign and sales calls? I’m going to suggest that there’s one important step before you hit the street with your marketing. Regardless of the approach you want to take with your marketing, putting the time, energy and investment into your marketing strategy is going to produce a 10x improvement in whatever results you end up generating.

Instead of 10 leads a month, you could be looking at 100 leads a month. That should be enough incentive to slow down, read the article and consider applying some of the thinking here.



Why Marketing Strategy Remains A Missing Link For Killer Lead Generation

Inbound, Outbound, Account-Based And Demand Gen; Marketing Strategy Makes It All Much Less Complicated

With all these different types of marketing flying around today, it’s hard to know what the right approach is for your company. Some of you are trying inbound marketing, others are doing demand generation and then we have an entire set of companies putting all their eggs into account-based marketing.

On top of that, companies are dipping their toes into search marketing, email marketing and content marketing. In all honesty, we still hear from companies that have tried it all and haven’t seen any results.

Unfortunately, if you skip the inbound marketing strategy and jump into the tactics, you’re going to be disappointed with the results. When we diagnose a prospect’s current marketing situation, it’s almost always the root cause for lack of results. They didn’t take the time to build out the personas, define the stories and messages, create compelling differentiation and plan their marketing attack strategy. They just jumped in and started doing stuff.



Content Marketing Is The Fuel For All Types Of Marketing Strategies

Inbound Marketing, Demand Generation, Account-Based Marketing, Email Marketing And Influencer Marketing All Need Content To Drive Results

Over the weekend, it occurred to me that with so many marketing strategies available to marketers these days, it’s very hard to figure out which methodology, tactic or combination of tactics is right for your company. That got me thinking about how content is the one consistent thread across all these types of marketing systems.

Inbound marketing needs content to convert visitors into leads. Demand generation needs content to create awareness. Account-based marketing needs content to engage prospects. Even search engine marketing needs content for the search engines to find, rank and present content to people searching.

If these diverse marketing methodologies are the engines that drive leads, new customers and revenue, then it seems apparent that content is the fuel. An engine without fuel won’t run, an engine with the wrong fuel will run sporadically and an engine without enough fuel will run inconsistently.



Why Packaged Pricing Is A Signal You're Considering The Wrong Inbound Marketing Agency

Do You Feel Like You Fit Into A Pre-Configured Box? Why Should Your Inbound Marketing Program?

Is your business unique? Is your industry special? Are aspects of your company different than your competitors? Do you have an individual perspective on your business that needs to come out in your marketing? Of course!

If I’ve learned anything over the past 14 years running Square 2 Marketing, its that no client fits into any specific package or program.

Then why do inbound marketing agencies insist on publishing packaged pricing? Why do they think you should fit into their fast, faster, fastest or silver, gold, platinum packages? How can they predict results associated with different levels before even talking to you? The short answer is they can’t predict anything and these packages are poor attempts to make the sales process easier for them.



Why Social Media Is Seeing A Rebirth As Part Of Account-Based Marketing

The More You Know About Your Targeted People, The Better The Connect Rates

Social media networks are going through a transformation. Some experts think they’re growing up and trying to evolve into what provides the most value to their members. Facebook is leaning into video, while LinkedIn is leaning into business contact management. Who knows what Twitter is leaning into, but that’s a story for another day.

According to DemandGen, 55% of B2B buyers use social networks as part of their purchasing process. This means they’re discussing their needs with other members, visiting company pages and asking about past experiences. Insights and intelligence buried in these social media sites help to make account-based marketing more effective if you can leverage that data as part of your ABM execution plan.



4 Account-Based Marketing Insights From An Inbound Marketing Agency

Account-Based Marketing Is Not The Silver Bullet People Are Counting On; It’s Just One Arrow In Your Stocked Quiver

I just had a client tell me that they’re moving from inbound marketing to account-based marketing.

In our experiences, it’s not a one-or-the-other scenario. I pointed out that theyll still need an amazing website, highly creative and educational content, well-orchestrated lead nurturing and, most importantly, the messaging, stories and disruptive content to get someone’s attention who is not yet aware of their solution.

They were receptive and appreciative of the insight, but that doesn’t seem to be the general perception in the marketplace. As an inbound marketing agency leader, what I see at a macro level is people now think account-based marketing is the secret to their demand generation, lead generation and new customer acquisition challenges. I’m sorry to say that if you think ABM is all you need, you are going to be disappointed with the results.



What To Expect From PPC Vs. Organic And How To Optimize Both In An Inbound Marketing Campaign

Understanding The Expectations From Inbound Marketing Efforts Is Key To Lead Generation

I’m constantly searching the internet and marketing or sales performance sites for data on what’s working and what’s not working so well. I found this very interesting stat yesterday that explains a lot about the performance results we’ve seen from pay-per-click lately. reports that of distinct search queries in Google, only 3.4% resulted in a click on an AdWords (paid) ad. If we expand that to all search queries, the number drops to 2.6%. Google's making a massive amount of money on a small fraction of the searches that come into their engine. No wonder they need to get creative (or, perhaps more accurately, sneaky) with hiding the ad indicator in the SERPs.

Many of our inbound marketing prospects and clients view pay-per-click as the silver bullet they’ve been searching for (no pun intended) for years. Buy some Google ads and wait for the leads to come pouring in. As this Moz data and our own performance data shows, nothing could be further from the truth. 



Inbound Marketing Or Demand Generation? Why It Might Not Be Either

What If The Answer To Lead Generation And Revenue Acceleration Was 'The Experience'?

What if everything you thought you knew about marketing was wrong? What if it’s not about the fancy labels we created for the different approaches to marketing? Inbound marketing, demand generation, account-based marketing, email marketing, content marketing, search marketing — what if it’s not about one or the other? What if you flipped it on its head and looked at marketing from the perspective of your prospects and your clients?

What if we asked a different question? Instead of asking, what does it take to cut through the clutter and get someone’s attention?,” what if we asked, what do we have to do to create an experience that gets potential customers talking about how badly they want to work with your business? Wouldn’t that be more sustainable, more differentiating and more valuable to your business? Of course it would.



Why Your Email Marketing Opt-Out Rates Might Be Going Through The Roof

And How To Use Inbound Marketing To Prevent This From Happening In The First Place

I’m an inbound marketing scientist, so I’m constantly running a set of experiments. My current experiment involves me opting out of all my spammy emails. In the past, I just deleted unwanted emails, but then I got thinking. If I don’t send a message, how is anyone going to know they’re bothering me and how am I going to change the way people think about marketing going forward?

The headline of the article is clearly a little funny, and I’m not going to singlehandedly impact everyone’s opt-out rates. However, I’m encouraging all of you to look closely at your opt-out rates. It’s not a metric that marketers look at as consistently as email open rates and click-through rates. If your audience is not feeling the love, your opt-out rates will start inching up.



The Science Of Sales: How To Apply Metrics To Close More New Customers

With Inbound Marketing And Inbound Sales, It’s All About Revenue Acceleration

When you get right down to it, most CEOs don’t care whether marketing or sales is responsible for you hitting your revenue targets. They only seem to care when you fall short. If that’s the case, it seems reasonable for sales and marketing to finally get together and work as a revenue team to drive revenue acceleration.

One of the best ways to do this is to start looking at both sales and marketing mathematically by applying science, data and a results-driven approach to understand what’s working, what’s not working and how to fix those aspects that are not working. Lately, a lot has been written about marketing and the metrics associated with performance, but now the science of sales is getting ready for prime time.

We’ve been able to apply the same scientific approach for improving marketing to improving the performance of the sales team, too.