Topics: B2B Marketing, Content Marketing, Inbound Marketing
What do a pirate and an inbound marketer have in common? They both can’t get to the treasure without a map. While marketing booty isn’t measured in golden goblets and coins but rather in MQLs, SQLs, and new customers, the principle is the same but requires less plank walking and shoveling.
Topics: B2B Marketing, Content Marketing, Inbound Marketing
Are buyer personas and target audience terms that can be used interchangeably? If not, what are the differences between the two? Let's take a closer look.
Topics: B2B Marketing, Content Marketing, Inbound Marketing
Creating buyer personas isn’t easy, and it does take a little bit of time and practice to not only come up with them, but to then properly apply them in your marketing efforts. We’ve learned a lot about this over our years of inbound marketing actions, so here are the top seven things your business should avoid when creating buyer personas.
We’re constantly learning, often from our mistakes. Over time, as we’ve collaborated with marketing professionals representing a variety of businesses, from huge corporations to growing startups and just about everything in between, we’ve seen a lot. These marketing professionals live and breathe their passion and will stop at nothing to reach the goals that have been set — internally and externally.
Having worked with brands that still practice the interruptive way of marketing and brands that put the customer first, I’ve grown to appreciate consistently good brand content as opposed to great content every so often. It may sound like good and great are iterations of the same, but I think there’s a slight distinction and I’d like to share the reasons behind that.
We now live in a digital world crammed full of content and amazing solutions. As a B2B company, you know your solution needs to stand out from your competitors. You know you need to bring more leads to your sales teams. Where to start? If you want to show successful ROI - in the form of Sales Qualified Leads, and revenue - you will need solid target personas in place so you know where you’re aiming.
There is a rapid digital evolution and it is changing the rules of marketing every second. Inbound and content are the new hot words around marketing; advertising and PR are slowly dying; TV doesn’t have the power it used to; consumer attitudes, buying behaviors and methods of consuming information are changing; and businesses have to change the way they approach their audience.
Calls to action are an essential piece of the marketing strategy and have the potential to create significant conversion rates as well as help to achieve defined objectives. They allow businesses to lead the buyer through the journey and can be improved significantly with smart analysis.
A call to action is like a display window to your offer - it needs to be inviting enough to draw people inside your shop. You can have all the best offers, but if the CTA isn’t working, no one is going to come in and give you their precious contact information. How can you improve your CTA to increase lead generation?
According to HubSpot, generating leads and traffic is the greatest challenge for 65% of companies. For starters, you need a good lead generation campaign that will connect you with qualified leads who can potentially move down your sales funnel. Follow the four basic steps to create your first lead generation campaign.
