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  • 5 Ways to Make Your B2B Inbound Campaign Work for a Niche Audience

    5 Ways to Make Your B2B Inbound Campaign Work for a Niche Audience


    Agency: “Who is your target audience?”

    Client: “Well, we really can work with anyone.”

    This is not an uncommon conversation exchange I have with clients at the beginning of an engagement. We are looking to zero in on their audience, which goes counter to the client’s approach to cast a wider net. One of the biggest challenges of well established companies is to identify a niche.

  • 5 Ways an Inbound Marketing Campaign Can Generate More Local Business

    5 Ways an Inbound Marketing Campaign Can Generate More Local Business

    The Internet has eliminated many of the barriers that once prevented companies from achieving large-scale exposure. While appealing to customers around the world is an appealing option for many companies, businesses should maintain a focus on generating local business. Doing this will help those companies establish ties within the community, which can subsequently help them to develop long-term relationships with customers. Local business inbound marketing campaigns can be tremendously helpful in boosting a company’s profile within the community, enabling the organization to benefit from a groundswell of organic local support.

  • How to Outline Your Next eBook for Your Inbound Marketing Campaign (Template Inside)

    How to Outline Your Next eBook for Your Inbound Marketing Campaign (Template Inside)

    I’ve been a content strategist at Cleriti for over a year, and if there’s one thing I’ve learned a couple lessons on, it’s how to effectively produce an eBook. The thing with eBooks is that they need to be relevant, easy to read and full of rich research and insights (especially if we’re talking about content in the B2B space). Whether I’m working with freelancers to write the eBook or creating it with my internal team, having a great outline is the first step to making sure my grand ideas come to fruition.

  • 5 Ways Home Improvement Service Companies Benefit from Inbound Marketing Campaigns

    5 Ways Home Improvement Service Companies Benefit from Inbound Marketing Campaigns

    When I sat down to write this blog, I considered thinking of a clever way to compare the benefits of inbound marketing to house building. But it was Monday, and to be honest, I know very little about building a house. As I sat staring at my blank screen, debating whether to Google ‘how to build a house’ or ‘basic house structures,’ I realized I was overcomplicating the matter. Inbound shouldn’t be complicated, and the process of explaining the benefits of planning a home improvement inbound marketing campaign shouldn’t be complicated either.

    So in a very straightforward manner, with nary a house building reference to be had, here are five reasons home improvement companies can benefit from inbound marketing campaigns.

  • How to Optimize Your Inbound Marketing Effectiveness With HubSpot (Checklist)

    How to Optimize Your Inbound Marketing Effectiveness With HubSpot (Checklist)

    There’s no doubt that the inbound marketing landscape of today is complex and HubSpot is leading the way for marketers to work smarter. Building an inbound marketing program that provides a personal experience to each of your audiences (such as customers, employees, prospects and partners) requires a lot of planning and strategy. If you think your team or my team at Cleriti knows everything about creating an inbound marketing strategy and utilizing the features of HubSpot effectively — think again.

    Using our team's combined 30 years of experience working with HubSpot, we created  a checklist to help you plan and prioritize your future to-dos so you can get more out of your HubSpot and inbound marketing investment. In this series of yes or no questions, you’ll walkthrough marketing context, the content you create, promotion and placement and last but not least, how you're measuring up results. Upon completion, we'll send you your results so you can be on your way to improving your overall inbound marketing impact.

  • 5 Reasons to Document an Inbound Marketing Campaign Strategy for a Better 2017

    5 Reasons to Document an Inbound Marketing Campaign Strategy for a Better 2017


    Although it takes hard work and some fantastic ideas to launch an effective inbound marketing campaign, there’s another factor that’s equally as important to your inbound success: documentation.

    Documentation is so much more than semi-organized reminders of things you want or need to do. It lays out the purpose and intent of your inbound campaign, details who is responsible for what and outlines how the team collectively measures success.

    Furthermore, here are five reasons why you shouldn’t skip this vital step and some of the key elements that should be recorded in the campaign overview and various strategy documents.

  • What Resources Will I Need to Plan an Inbound Marketing Campaign?

    What Resources Will I Need to Plan an Inbound Marketing Campaign?

    Hopefully, you’ve read “An Inbound Marketing Campaign Overview for True Beginners” by our very own Jen Barnhart. If you haven’t, I encourage you to read it since I’ll be using Jen’s awesome outline in this article. In the article, Jen lays out the essential three steps to planning an inbound marketing campaign.

  • An Inbound Marketing Campaign Overview for True Beginners

    An Inbound Marketing Campaign Overview for True Beginners

    I’m a transplant from the fiction publishing world where content has quite a different flavor than content for inbound marketing. So the first time I helped plan a campaign, including titles for thirteen blog posts along with meta-descriptions, I was a bit hesitant about the process as well as what value I could bring. What did I know about inbound, marketing or campaigns? To be honest, not much. I fully expected to use that first campaign as a learning experience even if I didn’t contribute a whole lot to the process.

    What I didn’t expect was how much fun campaign planning can be, how straightforward the process is and how even newbies can add value and insight. I’m not going to lie; there are moments when planning a campaign can be a challenge, but it’s a challenge you know you can meet because each part of the process builds upon the previous step. And it all starts with your customer.

  • How to Automate Lead Scoring in HubSpot (and Why You Should)

    How to Automate Lead Scoring in HubSpot (and Why You Should)

    Does this scenario sound familiar to you at any point in your marketing career? 

    Sales is sourcing their own leads and my inbound marketing leads are being disregarded. Our company is spending big budgets on inbound, marketing automation software, outbound, advertising, tradeshows, creative direction (website design, video) and measuring each and every thing as a separate entity. Here we are today, halfway through the year, falling flat. We are definitely not going to hit our growth target or even close this year.

    If this introduction hits close to home, or should I say, work, you’re probably now asking this million-dollar marketing question for the millionth time: “How do I generate leads that are ready to talk to sales?” If you’re ready to stop thinking, and start doing, read on. As a passionate marketing maven, you should know that anything with consistency and measurement paves a path for us to do it better and YES WE CAN generate sales ready leads.

  • 8 Questions Every Modern Marketing and Sales Leader Must Be Able to Answer

    8 Questions Every Modern Marketing and Sales Leader Must Be Able to Answer

    Although sales and marketing departments have a famously acrimonious relationship with each other, the truth is that they have plenty of incentive to work together. A harmonious partnership between marketing and sales means clear communication, accountability and an organized workflow. These are elements that make the jobs of both teams easier.

    Alas, not only do most companies not have this symbiotic relationship between sales and marketing, but the two sides often can’t even articulate what the other side does. At minimum, there are some basic understandings that must exist between sales and marketing in order for the partnership to be successful.

    If your sales and marketing leadership personnel can’t answer the following questions about your company’s operations, it’s time to put in some work to get them on the same page.

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