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4 Ways Power has shifted to the Buyer (and what Sales can do to adapt)

May 16, 2017 by Donna Campbell
Found in: Inbound Sales, Inbound Marketing, Sales & Marketing

Adapting to your buyer

Back in the dark ages (or twenty years ago) buyers relied primarily on sales people, just like you, to answer their questions. They depended on you for information, and if you could convince the buyer that your product could help them, you could close the sale. It was a simpler time. 

Most Important KPIs By Funnel Stage: Awareness

April 21, 2017 by Ben Jessup
Found in: Inbound Marketing, Budget

You've probably heard that your key performance indicators, or KPIs, should play a big role in the creation of your marketing budget. They tell you where to put your dollars to make the most impact— the biggest bang for your buck, so to speak. But. There's SO MUCH DATA, it's tough to tell what's actually useful, and what you can ignore. How do you know which KPIs have the greatest value, and should be used to create that all-important budget? 

Stop Trying to Get More Leads

April 10, 2017 by Ben Jessup
Found in: Content Marketing, Inbound Marketing, Lead Generation

Stop Trying To Get More Leads

Your marketing team is really hustling to get your sales team a ton of leads from your online marketing efforts. You're working harder than ever, and you're proud of the numbers you're producing. 

But wait! Do you realize you're so focused on the quantity of your leads, you've lost sight of the quality? You’re actually hurting your sales process by racking up higher numbers! B2B companies that center their marketing on getting more leads don't actually NEED more leads— they need more sales.

Your S&%$ is Cool to Your Audience

March 23, 2017 by Ben Jessup
Found in: Content Marketing, Inbound Marketing

Your Audience Loves You

You know a lot about your particular industry. Like, A LOT. You could write a very detailed blog post about one aspect of it, but you have one question: who will read it? Or at least, who will read it to actually get the information, not as a sleep aid?

How Ready for Inbound Marketing Are You... Really?

March 15, 2017 by Ben Jessup
Found in: Inbound Marketing, inbound readiness

 

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As inbound marketing continues to become the new standard of B2B marketing, more companies are buying into it more quickly. The good news for marketing directors is that it takes less effort to get the CEO to sign on with inbound. But it also means some companies are jumping into the pool without their water wings. And when they hit the water, they suddenly realize they don't know how to swim yet.