Volacci Internet Marketing blogs

10 Secrets to Leading a Successful Marketing Campaign: Part 2

Erik Wagner — Tue, 08 May 2012 16:01:46 +0000

Thanks for tuning back in for part two of 10 Secrets to Leading a Successful Marketing Campaign. For those of you who missed the first part of this blog series, please click here to read part one.

6. Know What a Client is Worth to Your Company

During the launch meeting of every campaign we ask our client “how much is the average client worth to your company?” When we do get an answer, we then follow up with a calculation to determine how many leads and sales need to be generated every month to ensure that the campaign is profitable.

Whether you use a marketing agency or not, as a marketer, you must know how much a new client is worth. Otherwise, you will not be able to make informed decisions on how to spend your marketing budget.

For instance, if the keyword “buy print materials” has a cost per acquisition (CPA) of $100, you may dismiss the keyword at first. However, if you’re able to establish that the average client is worth $1,000 in profit, then you would more then likely rethink spending $100 to acquire that client.

7. Leverage Great Tools

Utilizing tools can help you organize your efforts, analyze data, make you more efficient, and your marketing campaigns more effective.

Here is a list of a few of my favorites: 

Project Management: 
Basecamp
Evernote
Google Docs
Things 

SEO:
Market Samurai
Screaming Frog
Google Webmaster Tools
SEO Site Tools Chrome Plugin
SEOMoz Chrome Plugin
Open Site Explorer 

Traffic Analysis:
Google Analytics
Omniture

PPC Management Tools :
Adwords Editor
Marin Software
SearchForce
WebTrends 

Marketing Automation Tools:
ActOn!
Marketo
Pardot
Silverpop 

Social Media Management Tools:
HootSuite
Radian6
TweetDeck

What are some of your favorite marketing tools?

8. Create Phenomenal Collateral

By now you know your clients and what makes them tick. Begin producing marketing collateral on a regular basis that addresses your potential client’s needs and desires.

Don’t limit yourself to producing one form of collateral. Some clients may prefer the written word, but others may prefer video blogs, webinars, or interactive demos.

If your company does not have a blog, get one. It opens doors for meaningful conversation, new relationships, and opportunities. Blogs help your company demonstrate its expertise. Blogging should not be optional, make it a mandatory company activity.

Few things are more powerful then a gleaming client testimonial. Create testimonials and case studies detailing your clients’ experiences with your company. Set aside a budget to film customers talking about their experience with your company. Not only are whitepapers fantastic link bait, they are also a great way to prove your knowledge and gather contact information.

9. Nurture Your Leads

In today’s tough economy, buyers are more fickle then they have in the past. Lead nurturing using marketing automation platforms is critical to creating relationships with potential clients.

A good lead nurturing campaign decreases the total number of man-hours needed to create a sale. They also increase your conversion rate for all of your Internet marketing efforts by continually engaging with a potential client and tracking the client’s engagement with your company.

Setting up a lead nurturing campaign can be a daunting task considering the total number of man hours, but once it is up and running smoothly, you will save your company significant amounts of time.

The success of your lead nurturing campaign relies entirely on your ability to create phenomenal collateral. Ensure that you invest enough time and effort into the creation and review process so that your potential clients are blown away by their experience. Additionally, don’t skimp on promoting your own collateral because it doesn’t do anyone any good if there isn’t any viewership.

10. Analyze Your Data and Take Action

Are you using a CRM that integrates with your Web Analytics and can report exactly how much revenue has been generated from your Pay-Per-Click, E-mail Marketing, and Search Engine Optimization campaigns? If the answer is no, then you are not tracking enough data and will not be able to make data-driven decisions.

Make sure that you are regularly reviewing and analyzing data to find trends in your data. If a particular marketing campaign is generating more revenue then another, you should try and understand why that is happening. Market frugally; do not spend money if it is not producing bottom line results.

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What commonalities have you noticed between successful marketing campaigns? Is there any particular “secret” that you have found to be most helpful for you in the past?

A Site is either mobile-friendly or obsolete; an introduction to Responsive Design

Volacci — Mon, 07 May 2012 13:50:45 +0000

Aidan Foster -- responsive design expert, creator of ResponsiveDesign.ca and owner of Foster Interactive -- brings some web design insight to the Volacci blog. Follow @ResponsivDesign on twitter, or join the LinkedIn Group

A New Relationship Between People & The Mobile Web

People have become extremely connected to their mobile devices. There’s this lasting stereotype that mobile surfing happens when traveling to and from work but usage statistics show a very different story. C-level executives and C-level high school students have something in common: They’re addicted to their mobile devices and they’re increasingly using them to socialize, shop, and for casual entertainment at all hours of the day. By 2015 half the traffic on the Internet is expected to be on mobile devices.

Mobile Matters Right Now – A Few Telling facts.

66% of US smartphone owners use their phone to aid shopping

If your site is B2C, then your customers are both shopping online and using their phones when they’re in physical stores to look up facts, read reviews, and do price comparisons. If your site doesn’t work well for these shoppers, you lose the opportunity to influence their purchasing decision, or to build loyalty by providing a great customer experience.

78% of C-level executives under the age of 40 are “comfortable making business-related purchases on a mobile device.”

From the top down, business has embraced mobile web. Executives own multiple kinds of devices and they’re using them to help guide their strategic decisions both during the work day and after hours.

Most Websites Have Terrible Usability on Mobile Devices.

Jakob Nielsen published a study on how well people are able to perform specific tasks on the web. For example, “You're in a store considering purchasing a Kodak Z-1000 for $200. See if there’s a better price online at deals.com” On the desktop 84% of people succeeded in this task, but for people using smartphones visiting “desktop only” designed sites, they only succeeded 58% of the time. If you’re offering the same camera for $170, you may have just lost a sale.

“Pinch and Zoom” functionality makes desktop websites usable on a smartphone – but just barely. If your audience is motivated, they can probably find the information they’re looking for but that doesn’t make for a good experience and they might not appreciate you “making them work for it.”

“Mobile Friendly” is Both a Challenge and an Opportunity.

Forward thinking businesses are presented with an opportunity to fill the void of mobile-friendly sites in their markets. We tend to avoid slow and cluttered websites on our desktops because there are many easier and faster alternatives. On the mobile web our desire for simplicity and ease of use is no different – It’s just that there’s not many mobile-friendly sites out there. Look at the examples of industries who universally provided “experts only” products like the early PC market. Then look at companies who provided “easy to use” alternatives like Apple. Whose shoes would you like to wear?

Want a Great Mobile Experience? – Use Responsive Web Design

Responsive Web Design (RWD) is a way of making a single site highly functional on every kind of device-- from desktops to smartphones to tablets. It uses universally supported technology common to all modern mobile & desktop web browsers, and there are simple techniques supporting older browsers as well.

Different Layouts for Different Sized Screens.

A responsive website is able to shift its layout to fit different sized screens. You present the same basic text content to all devices, but use “media queries” to send different CSS to a specific device based on the screen size. This allows you to optimize the layout for a broad category of devices like smartphones, tablets, and desktops. Images, video, and other media scale so they can fit in these various layouts.

Here’s how one of our pages appears on 3 different devices -- Desktop, a Blackberry Playbook, and the iPhone

On the desktop layout there’s a sub-menu on the left, and 2 columns of resource links on the right.

On the smaller screen of the Playbook, the menu is compressed horizontally. Notice how the text for some buttons is now on 2 lines. The resource links appear in a single tall column.

On the iPhone, the resources links remain in a single column, but the sub-menu has now moved from the left side to the top of the layout.

Play around with Responsive Design on one of the below websites. Try it on both your iPhone and computer.

Stay tuned for Volacci's new website, which will be designed in Responsive Design in Drupal, of course. It will be launched in summer 2012. We'll keep you updated!

10 Secrets to Leading a Successful Marketing Campaign: Part 1

Erik Wagner — Wed, 02 May 2012 15:48:55 +0000

Having been involved on many marketing campaigns, I have found that there are commonalities between all successful marketing campaigns. While this list could be much larger, I limited it to 10 then decided to split the original blog post into two for the sake of brevity. I attempted to organize these tips in sequential order so that it is more logical. Without further ado, let’s start with number one.

1. Know Your Target Market

When I say know your target market, I don’t mean what their names are, but know what makes them tick.

What motivates your target market? Do they have an innate need for recognition and respect? Are they highly motivated and A-Type personalities? Now tie that in with their demographics. Are they 20-somethings? Are they Baby Boomers? Technophiles? Do they have a large amount of purchasing power? Own a home? Have a family? What is important to them? What do they do to relax?

Create a document that describes your target market and distribute it amongst your co-workers. Ensure that they understand the importance of knowing the company’s target market and incorporate this knowledge into everything that they produce that is customer facing.

2. Address Your Client’s Needs

Now that you know your target market, review your product or service. Does every aspect of that product help satisfy your target market? Does every official piece of communication from your company somehow address your client’s needs and gives them a warm, fuzzy feeling?

If not, take a step back and rethink your strategy. Your client’s are your biggest piece of “marketing collateral” and if they’re not having an amazing experience, then they’re not going to refer your company to their friends and family.

3. Write a Marketing Plan

A great marketing campaign starts with a great plan, though the planning stage is frequently overlooked. If you’re not sure where to start, Volacci offers a free Internet marketing plan template.

After writing your marketing plan, make sure that you get buy-in from all parties. Ensure that they know what parts of the plan that they are responsible for. Finally, prepare for deviations to your plan. No matter how much time and effort that you put into your plan there will be changes that you could not predict.

4. Don’t Put All Your Eggs in One Basket

The idiom holds true in marketing as well as most things in life. All too often I see companies unwilling to commit to multiple forms of marketing. Instead, they put all of their proverbial eggs in one basket and commit only to SEO or PPC, for example. That’s like saying I am going to take my life savings and invest only in General Motors. It may serve me well for awhile, but when the auto industry hits a funk, you’re up the creek without a paddle (excuse the abuse of idioms).

As important as it is to diversify your stock portfolio, it is equally important to diversify your marketing efforts. Fully commit to all of your marketing efforts, to ensure that you are giving yourself the best opportunity to create success.

5. Set Goals and Track Progress

After you have finished your marketing plan, set weekly, monthly, and quarterly goals for you and your team for every aspect of your campaign. You cannot do it alone. Make sure that your team is comprised of people you can trust and depend on. Delegate the work that needs to be done between your team based on their individual strengths. Have someone who is a whiz with PowerPoint? Put them in charge of creating the PowerPoint template for your new sales presentations.

Hold your team accountable for progress. Create 15-minute weekly standup meetings that are basically a round-robin of the progress that has been made with a particular campaign.

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Click here to read the part two of this blog.

5 ways your marketing team can reach more people with an infographic

Mitch Holt — Thu, 12 Apr 2012 20:59:55 +0000

A visual representation of information. Sounds easy enough, right? Before you draw a picture, slap some data on it and put it on your website, you might want to explore the potential traffic and leads an infographic, if done correctly, could bring to your company.

Infographics are caught somewhere between social media and SEO, and that’s the way we like it. They communicate like a social medium -- charmingly, lightheartedly, entertainingly -- but the methods for distribution, visibility and reach kick more like an effective SEO best practice.

Here are five surefire ways to expand the reach and visibility of your latest infographic.

1. Include the embed code on the page where the infographic lives
Not only does this make your graphic easier to share, it allows you to gift wrap an inbound link to yourself by creating the code that goes on the syndicator’s website. Many bloggers that post infographics don’t give credit where it’s due. Embedding a link in the graphic code ensures that a.) you get credit for your graphic and b.) you get the link juice from every page that shares your graphic. Just place a copy and paste field under each of your infographics, similar to how YouTube allows you to copy embed code for videos you like.

2. Optimize the internal page where the infographic lives
Like any image, infographics must be optimized in order to be seen by the search engine crawlers. For this reason, you must first apply keyword-rich alt text and image attributes to each infographic, then optimize its webpage. Select keywords for the page, then use these keywords to write title tags, meta descriptions and header tags. Additionally, many SEO-minded bloggers write a post to go along with the infographic. This optimized page gives more meaning and visibility to the infographic you’ve spent so much time creating.

3. Tweet or post specific data that appears in the infographic
If the data in the graphic is compelling, people will be more likely to click on a link from a Tweet than if it just says “An infographic about nonprofits and social media”. The below example gets specific and makes you want to click.

4. Submit your infographic to aggregators, directories and social bookmarking sites
Spread your infographic far and wide by submitting it to various social directories and bookmarking sites. These sites are where many people go to find infographics to use on blogs, websites and newsletters. Submitting yours exponentially increases its chances of being used. And it often garners a backlink from many of directory sites.

5. Pitch your infographic to bloggers and publications
While many bloggers will post your infographic by finding it on their own, you can also speed up the process by pitching the infographic to your favorite industry bloggers and publications. If the infographic is good, it will very likely be used, and you will receive a link. Don’t give up if you get rejected; sometimes the timing is not right for a blogger’s or publication’s editorial calendar. Move on to the next one in that case.

Is Email Dead? Increase Lead Conversion Rates with Social Media

Volacci — Thu, 05 Apr 2012 16:45:45 +0000

Image from www.ideaover10.com

Todd McCormick is VP of SMB Sales at PGi. You can find an original version of this post and more posts by PGi video meetings experts over on the PGi Blog.

Does your sales strategy include social media? Include the right tools and strategies to communicate more effectively and personally with your potential customers --and close deals faster.

With email open rates in fast decline (down to 17% on average in 2010), it’s time to get creative and incorporate other social platforms into your communication with customers. LinkedIn InMails, for instance, boast a 30% open rates. (Source: MarketingProfs, LinkedIn Sales Ops manager)

Not convinced? Here’s how one of my reps closed a deal in less than a day using only social media.

My team uses TweetDeck to keep an eye on Twitter conversations about web and video conferencing. Recently, one rep saw a company express its frustrations with their current web conferencing solution. He reached out via Twitter, and was on the phone with the company’s CEO within minutes.

Within the day, the rep had a signed contract in hand. That seemingly random Twitter conversation led to a current customer.

The Continuing Shift in Business Communication

Social media channels are opening up new ways for business users to research and communicate. For instance, consumers currently read blogs and use social media three times more than they do email. Additionally, 93% of B2B marketers are using social media to get their messages out.

One staggering example is Atos. With their employees receiving 200 emails a day, (only 10% useful and 18% spam), they adopted a zero-email policy for all company communications. All 74,000 employees will use instant messaging and social media to escape the email avalanche instead. (Source: WSJ)

Put Your Social Intelligence to Work—Here’s How

Everyone knows that social media communication has been on the rise for years. It’s those who can implement a plan to make the most of their gathered social intelligence who will truly benefit:

Define your social media strategy. Get your sales and marketing teams aligned with a comprehensive strategy for social communication. Get together and schedule regular meetings, create a system for monitoring social media and brainstorm new ideas for reaching potential customers. Ask questions like Who are our target customers? What’s the most effective channel for reaching them?
Identify the tools you need to be successful. Tools like TweetDeck and Hootsuite make social media monitoring both easy and virtually free. Once you establish a relationship, there are a ton of ways to get together from traditional sales calls to face-to-face video meetings.
Measure, evaluate and redefine. Give your strategy a chance to breathe, but don’t necessarily cling to your original ideas if they’re not working. Evaluate and change your plan of attack on the fly and don’t be afraid to try new strategies.

How will your team use social media to close business?

You want your infographic to go viral? Take three cues from those angry birds you love so much

Resalin Rago — Mon, 02 Apr 2012 14:06:18 +0000

The infographic, The Global Appeal of Angry birds (A Story of Psychology, Sociology and Addiction), was shared by Mashable via blog where it was then tweeted, Facebooked, plus one’d, stumbled upon, pinned, linked, and tumbled over 40,000 times. With that kind of street cred, it’s not a surprise that the infographic was nominated by Sodahead as a finalist for Best Infographic of 2011.

So what about this piece of content compelled so many of us to click that mouse and pass it on? And what marketing nuggets can we glean from it?

By the people, for the people

As the infographic points out, there are 300 million Angry Birds addicts and that number is projected to fly even higher--one billion before settling into a cruising altitude. That huge number represents the infographic’s core audience.

With that, not only could AYTM be fairly confident that the infographic would be viewed, they also also know a little bit about what would resound with their base demographic. Like any good marketer, they used the information to tailor the product especially to them, everything from editorial, layout, and design.

Lesson: Know your audience, pick their brains, and use that information for marketing good.

Valuable Content is Key

Part of the reason the infographic works is because all the information is centered around the theme (addiction) and tells the story of an addict: the psychology and sociology of users, what happens when addiction sets in, and finally, the hope of a cure (there’s not...apparently). The infographic isn’t cluttered by disparate data that isn’t part of the story, leaving more room for the content that does count.

Lesson: We live in the age of information so we need to choose wisely. Make sure the information adds to, not subtracts from, your title.

Eye candy

An infographic is like Pictionary--you have a set amount of time to engage the user and get them figuring out what you’re trying to say before they bounce off the page. A great infographic engages viewers with images and then uses text to clarify.

Lesson: Pictures first, copy second: use icons, universal symbols, drawings, charts and graphs that convey the information accurately. However, don’t sacrifice valuable information for the sake of aesthetics.

How Big is Your Name? Online Branding Assessment with Google Analytics

Steve Joiner — Tue, 27 Mar 2012 15:28:16 +0000

Do you ever wonder how big a role your brand name plays in your website's traffic? Internet branding and other froms of online branding are crucial to your company's success.

As an internet marketing company we take search engines and the keywords that draw visitors to your site very seriously. Given the marvelous free analytics tool provided by Google, there's good reason to break down your traffic into segments beyond the defaults that Google Analytics provides us.

Everyone is familiar with the default Google breakdowns of referral, direct and search traffic. Google further breaks search traffic into the major categories of paid and non-paid. These are certainly useful, but why not analyze a step or two further? Knowledge, especially demographics about your visitors, is never a bad thing.

Last month I suggested a number of useful advanced segments you can create to analyze visitation to a site. This month I'd like to further examine one of my favorite advanced segment uses, branded vs. non-branded organic search traffic.

Why segment branded keywords?

From a marketing professional’s standpoint, it’s must-know material. A brand represents your company’s image to the world and knowing how many people visit your site as a result of branded search reveals how well your company is reaching its target audience. Where your visitors are coming from, what computers they use and whether they’re mobile or not, is valuable information that can be tied directly to people that know your brand. This kind of information can take your online marketing effort to another level.

So, how do you create a branded advanced segment?

For the purpose of this blog, let’s assume our company is called Huckleberry Finn’s Riverboat Cruises. Our goal is to create an advanced segment for search terms that include Huckleberry or Finn.

From almost any screen in Google Analytics, select the Advanced segment button at the top left area of the main screen.

Next select the new New Custom Segment button.

The next screen is where you actually create the segment by determining your parameters. In this instance we include keywords that contain the character "Huckleberry".

Now add another statement to include keywords that contain the characters "Finn". Please note that we’re "ADDING" the statement. It’s not an "or" statement.

Finally, expand the "More Options" section, pick the Analytics profiles you want to store it under, and click "Save Segment". You can also test it or preview it.

Pretty easy, right? Now, let’s check out our work.

I’d like to compare the number of branded keyword related visits to the all traffic visits at the site. You’ll need to choose both of the advanced segments from the menus so that they will be displayed. Select their boxes and "Apply" as the following screenshot shows.

Once you’ve applied the segments, go to Traffic Sources>Search>Organic and the resulting chart will look similar to this.

From this graph you can easily see that branded keywords run about 70 percent of total visits to the site, and mirrors overall traffic patterns very closely.

There are many other metrics that can be applied to your segments related to geography, language, behavior and engagement. In fact they’re almost endless.

If you haven’t already, go make your own branded advanced segment and apply different metrics to it. You’re sure to find a lot of interesting and useful things about your website visitors.

5 Chrome plugins that will save you time every day

Mitch Holt — Wed, 21 Mar 2012 18:55:54 +0000

Being an SEO has its ups and its downs (get it??). One of said "downs" is that I often don't have enough time in the day to accomplish everything I need to accomplish. We're in constant pursuit of ways to save ourselves a few minutes here and there. A few Google Chrome plugins -- some related to marketing, some not -- grant me a few extra minutes and allow me to get more done every day.

Without further adieu, here are my favorite time-saving Google Chrome plugins that I use pretty much every day.

1. Bitly
Bitly allows me to shorten URLs instantaneously by clicking a button. This is useful when I'm scheduling Tweets, sending emails, pasting links into documents, and about 20 other instances throughout my day. This is a must-have.

2. SEO Site Tools
SEO Site Tools gives me an instant snapshot of the SEO value of a webpage from all of the heavy-hitters -- Google, Bing, Yahoo!, SEOMoz, Quantcast, Majestic SEO, DMOZ, and the list goes on. You can compare the data provided by each one and decide which is the most accurate. You can also see numbers like backlinks and indexed pages, as well as meta data and H1 tags for a webpage.

3. Awesome Screenshot: Capture & Annotate
Awesome Screenshot: Capture & Annotate allows me to take a screenshot of either an entire webpage or just the visible part of a webpage, and annotate/edit the screenshot within my browser. No need to open up an editing program to add text, arrows or markup to your screenshots. Just click the Capture & Annotate button and edit it all in two minutes max without opening another program.

4. BuiltWith
BuiltWith is a quick way to figure out what CMS a site was built on, detailed server information, which analytics/statistics programs they have installed, and a plethora of other useful site technology information -- all with a click of one button.

5. Check My Links
Check My Links has a crawler that instantly checks a webpage for broken links and highlights them so you can see what you need to fix. Once the scan is complete, it highlights in green the working links and in red the broken links. I use this several times a week.

7 Habits for Highly Effective Webinars

Volacci — Tue, 20 Mar 2012 16:28:01 +0000

Image by jscreationzs on freedigitalphotos.net

This week’s guest post comes to us from Blakely Thomas-Aguilar, Content Strategist at PGi. The original text of this post can be found here, courtesy of the PGi Blog.

It’s just about impossible to stand out these days. In our globalized market with messages streaming in from all over the world, how do you grab the attention of prospects and customers without breaking the bank?

Webinars are one of the most popular ways to get your message out to target audiences without travel costs, scheduling conflicts and the time drain — making it an incredibly powerful tool for businesses to expand their reach even with limited budgets and dispersed audiences.

Here are seven sure-fire tips for getting more out of your next webinar—more exposure, more leads, more engagement.

1. Research the best date and time. Depending on your audience, their internet usage times will vary. How do you figure out the best time to host your session? Start out with a survey of your user group asking when they are most likely to attend a webinar. Take to Twitter, Facebook and your social channels and ask around. Then do some testing. Try different times, figure out which time is most effective and run with that one.

2. Email invites are great, but... Why not try promoting it socially as well? With social media, your message can be posted, tweeted, liked and shared by your employees and target audience — reaching prospects you never thought to target. And don’t forget to encourage your own employees to maximize the message, especially if they have established trust with your target attendees. Create incentives that encourage your employees to pick up the phone and lock-in prospects the old-school way.

3. Choose your speakers wisely. Your target presenter may have all the credibility, knowledge and clout in world, but if they lack stage presence or personality, your audience will quickly and unceremoniously check out. Choose a speaker who can hold the room and help them write a gripping script with information from your company’s subject matter experts.

4. Keep the front door unlocked. That is, make it easy for people to register and attend the event. Keep the registration fields to a minimum— name, email and company — using a one-click “submit” button. For the actual webinar itself, choose a web conferencing tool doesn’t require guests to download software or dial-in with complicated numbers and long passcodes. The less barriers to entry, the more guests you’ll have.

5. 30 minutes or less. A simple 30-minutes-or-less rule will keep your audience engaged, and will up the chances they return for a future webinar. And if you’ve recorded your webinar, your guests will be more likely to share it. There’s a reason most TED talks last less than 20 minutes—and those folks are some of the most dynamic speakers in the world.

6. Multimedia not optional. This may seem pretty elementary, but the more senses you can engage during a webinar, the better. You can make your webinar up to six times more effective with audio and visual elements. Speakers should turn on their webcam to capture your guests’ attention and include multimedia elements in their presentations, such as polling, videos and chat.

7. Follow-up with the replay. With recording functionality built into many web meeting tools, you can maximize a single webinar over and over. When you follow-up with your attendees, send them the link to the replay file so they can share the information with their colleagues. Keep an easily accessible online library of past webinars for your prospects to view at any time. And with the power of social media, you can expand the impact of your webinar even more by socializing the replay to drive visibility — and hopefully more sales.

Inbound Marketing versus Outbound Marketing [INFOGRAPHIC]

Volacci — Fri, 16 Mar 2012 16:15:57 +0000

Luckily, we no longer rely on traditional advertising means to get the word out about our companies. Instead of throwing dollars to a billboard or TV placement, we can focus on a form of marketing that revolves around consumer engagement, social interaction and digital communication: Inbound marketing.

Here's a little infographic from our friends over at Mashable that magnificently describes the rise of inbound marketing and all that it possesses.