Posts Tagged ‘inbound marketing’

Why buying email lists destroys B2B marketing campaigns

Monday, July 15th, 2013

Pen, a

When it comes to B2B digital marketing there tends to be one channel that most people will agree works and that is email. Forget social media, trade shows or print advertising; email is said to be the most effective marketing channel according to 59% of B2B marketers (Source: BtoB Magazine).

Alienate your recipients

Have you ever received junk mail from a company who personalised the envelope with a message about how you were pre-approved for a loan or credit card? Maybe it had a free pen inside. You may have even willingly took the pen and used it happily for many years, writing letters to loved ones, completing crosswords and signing cheques to UPVC double glazing companies. (more…)

Four reasons why Sales Directors should embrace inbound marketing

Wednesday, June 5th, 2013

Getting buy-in for inbound marketing from Marketing Managers and Directors is relatively easy. It provides them with a clear methodology for generating new leads that ties together many digital marketing tactics and is entirely measurable. Sales directors may take more convincing though. Why spend valuable money on marketing when you could hire a new sales rep? Well, this is exactly why…

1. Attract more leads for your sales team

Sales reps love leads. Having a regular supply of inbound leads gives sales teams something valuable to work with and removes the need to make cold calls to people who have never heard of the business. A 2012 report on inbound marketing found that leads through the website increased for more than 90% of businesses using inbound marketing methodology.

Sales & marketing: Avoiding the break-up

Friday, May 17th, 2013

Bride & groom wedding cake figurines

The divide between sales and marketing teams can pose a major obstacle to lead generation. As is often the case in unhappy marriages, a breakdown in communication is often to blame with the two parties unable to reconcile the differences in their priorities and metrics. In many cases they’re talking different languages, add to that a lack of clarity and you have the perfect recipe for the inevitable mistrust and finger-pointing that ensues…and a relationship beyond repair. So, what can be done to get things back on track and lay the foundations for a loving, long lasting union? Well, a step change in marketing methodology can help:

To have and to hold

Buyer behaviour has changed and so it’s time to adapt, sales and marketing teams have the opportunity to change and integrate their approach. What Forrester describe as the new interaction model of ‘need-match-engage’ demands that sales and marketing teams work more closely together to respond effectively when buyers initiate interactions, engaging them with the brand when they are researching suppliers with a view to converting this initial interest into a warm lead. This is where inbound marketing can help.

From this day forward

Inbound marketing offers many opportunities for sales and marketing teams to work closely together from the off, day in day out. For example, who better for the marketing team to speak to when developing buyer personas than the sales team. In speaking to prospects on a daily basis, sales teams can provide invaluable intelligence to build profiles, understand ‘pain points’ and identify marketing preferences. Further, this can be invaluable in informing keyword research and developing engaging content.

For better, for worse

When it comes to leads, quality should always win out over quantity. Five great leads or 100 rubbish ones? It’s your choice but through techniques such as lead nurturing, the inbound marketing methodology focuses on moving prospects carefully through the sales funnel and delivering results in less time than a sales team can achieve through chasing tepid, low converting leads.

For richer, for poorer

Inbound marketing facilitates greater transparency between sales and marketing teams. For example, in producing sales ready leads, a more formal handoff can be established. This could extend to an SLA which defines expectations and sets out the responsibilities for everyone involved (Let’s call it the Pre nup) e.g. marketing get a target volume of warm leads to be generated each month whilst this also sets out a plan for sales on how to follow up those leads. And the benefit? According to HubSpot’s 2013 State of Inbound Marketing, the average cost per lead for companies with such a process in place generate leads at around 50% of the cost of those that don’t.

In sickness and in health

Is your database in good health? Aspects of inbound such as marketing automation help to deliver quality leads more efficiently and will also force an honest assessment of existing data. Again, it’s another opportunity for sales and marketing to work together to lay down the criteria for where the business should be focussing its attention. This might sound painful but happier times are around the corner in the form of a better bottom line.

What is inbound marketing? Get found, engage, convert, analyse.

Tuesday, May 14th, 2013

“The process of helping potential customers find your company – often before they are even looking to make a purchase – and then turning that early awareness into brand preference and, ultimately, into leads and revenue.” – Jon Miller, VP Marketing at Marketo

Inbound marketing is a marketing methodology that uses content to position your company as an authority on a topic as early as possible during the buyer decision-making process. By providing invaluable content that answers your ideal clients most pertinent questions you can increase your visibility in search, build trust in your brand and, most importantly, start generating online leads.

Understand your buyers

In order to be able to create content that speaks to your desired audience you must first understand what your customers’ pain points are. What problems can your company solve for them? The best way of answering this question is to create a buyer persona. Buyer personas are fictional representations of your ideal customers and by going through the process of creating a buyer persona you will be better positioned to answer their most pressing problems by through informative and engaging content. (more…)

Inbound marketing for reducing costs

Monday, April 22nd, 2013

Inbound marketing can be a way of reducing costs within your business. Read on to find out how…

Reduced cost-per-lead

In the State of Inbound Marketing 2012, it was found that the average cost-per-lead for inbound marketing stood at $135 compared to $346 for outbound leads.

The report also found that blogging, social media and SEO produced a below average cost-per-lead among more respondents than for direct mail, telemarketing, PPC or trade shows.
Average cost per lead

Save time with marketing automation – Acquisio case study

Before Acquisio implemented marketing automation methodology, leads were typically gathered at trade shows and then passed to sales with no lead nurturing, relationship marketing or lead qualification carried out first. This resulted in a lot of wasted time as sales teams spoke to leads who weren’t ready to buy or had to sift through the data in order to pre-qualify the leads.

This changed once marketing automation was implemented. By using marketing automation, Acquisio was able to cut lead qualification costs by 50% and reduce the time between lead generation and initial contact by more than 90%. This second detail is particularly important as sales studies show that 35-50% of sales go to the supplier that responds first.

Identify under-performing paid media spend – NSK case study

NSK, an IT consultancy based in Boston, MA, implemented HubSpot all-in-one marketing software and saved $18,000 by using the analytics tools to find out how much traffic was being directed from a sponsorship they had on another website. The data revealed that only a handful of people ever navigated to NSK’s site and Cathie Briggette, director of marketing at NSK, saw that a change was necessary.

Cathie says, “[HubSpot has] saved me a lot of guessing and marketing dollars, because now I can show anyone what we are spending that money on, and how well it works.”


Infographic: What is inbound marketing?

Thursday, April 18th, 2013


Source: via Carla on Pinterest


Creating landing pages that convert: four key elements

Wednesday, April 17th, 2013

In order to get higher conversions of visitors-to-leads with your landing pages you will need to concentrate on four key aspects of the landing page design. This blog will focus on each of the four aspects in a little more detail to see how to optimise each of them.

Example of a landing page


With the attention spans of online audiences decreasing to almost nothing (a recent study found that a one second delay in page load time can result in an 11% reduction in page views, i.e. people are turning away from your content before they even see it!), your headline has to tell them what they need to know immediately. When you’ve written the headline, perform the blink test – can the viewer understand the offer and what you’re asking them to do in less than five seconds?


Having captured your reader’s attention with your headline, your body copy needs to be short and to the point in order to convince them that taking up your offer is the best thing for them.

You need to be able to quickly convey the value of the offer to the reader, so keep the paragraphs short as walls of text will turn people away. Use bullet points and numbering to simplify the visual layout of the text and use bold or italicised text to highlight the main points.


The image is a key factor in conversion, often overlooked in landing page design. Use an image of something representing the offer such as the cover of an eBook or the profile photo of a webinar presenter.


When creating your landing page you should always keep in mind the end goal is to capture some vistor data through the completion of your form. Generally, the shorter the form is, the more likely the vistitor is to fill it in. You might want to ask a string of questions to help guide your lead nurturing program but you should only ask the questions that you absolutely need the details to at that point in the lead generation/qualifying process.


11 reasons to nurture your leads with marketing automation

Tuesday, April 2nd, 2013

Personalised emails increase CTR

Marketing is changing and the reasons to embrace the changes are irrefutable. Advances in marketing automation software are putting those using lead nurturing at the front and centre of customer minds when they come to choose a supplier. Read on for 11 more compelling reasons to start using lead nurturing within your marketing process.

Produce more sales ready leads at a lower cost

Companies who shine at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research)


Does inbound marketing really work?

Wednesday, March 27th, 2013

Read any marketing blog at the minute and you are likely to find some mentions of inbound marketing. It is considered by some to be the buzzword of the moment and many are rightly asking if it really works or is it all hype? That issue was resolved in January when the results of an MIT Sloan MBA student completed a research study on the ROI of using HubSpot, the all-in-one marketing software.

Read the full report here or check out the highlights below. Click on the images to enlarge them.

Inbound marketing increases leads through websites

Leads from website since using IM

One of the headline statistics from the report was this: 92.65% of survey respondents had seen an increase in leads from their website since using inbound marketing.

As many corporate websites are little more than online brochures, it is obvious that there are a great deal of businesses who could be generating more leads through their website.

Inbound marketing significantly increases leads through websites

How much have leads from your website increased smallUsing inbound marketing is not just a way of increasing leads, it is a way of generating a significant increase in new leads.

56.33% of respondents to the survey said that inbound marketing had resulted in a 50% increase or more in leads generated through their website; 38.37% of respondents saw leads increase by 100% or more!

Inbound marketing increases lead to sale conversions

Not only does inbound marketing methodology produce more leads for your sales team to contact, it also helps to convert leads to customers due to the process of lead nurturing.

41.5% of respondents noted that they have seen an increase in sales for nurtured leads
versus non-nurtured leads. The process of lead nurturing helps to educate and persuade potential customers so that when they are ready to buy, your business is the one they trust and turn to.
Change in rate of leads to sales conversion

Leads will increase quickly

When did you first start to see an increase in leads
Over 65% of HubSpot customers surveyed saw the number of leads generated increase within three months. Almost one fifth of respondents didn’t even have to wait that long and reported that leads increased within one month of starting inbound marketing using HubSpot.

B2B vs B2C

Survey profile


The firms included in the study were predominantly B2B with just over a quarter of those involved being B2C.

Is the hype justified?

The findings from this study show that inbound marketing using HubSpot software increases leads as well as lead-to-sales conversions, and it often does so within three months.

If leads and sales figures aren’t enough to convince you, consider this: 84.32% of customers overall agree that HubSpot has helped them reach their marketing goals, while 32.30% within that group “Strongly Agree” with the statement.

By Martin Broadhurst

Inbound marketing 101: lead nurturing explained

Wednesday, March 13th, 2013

So your website is set up to start generating new leads; you have your call-to-actions in place, your blog posts scheduled and your landing pages are live. But what are you going to do with all of the leads that your digital marketing generates? According to HubSpot, 50% of leads are qualified but not ready to buy. If your sales team were to engage with this 50% too soon in the marketing process, you could end up pushing customers away. This is where lead nurturing comes in to play. Read on to get the low down on how email marketing will help nurture your leads through the marketing funnel…

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