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  • Simplification: the Key to a Successful Cross-Channel Digital Marketing Strategy

    Simplification: the Key to a Successful Cross-Channel Digital Marketing Strategy

    If you're not achieving marketing effectiveness, it could be your current digital marketing strategy that is holding you back. With so many digital channels and media types, it's easy to get lost in building followers and getting views while losing sight on the real goal: turning conversions into customers. If your results aren't what you expected, maybe it is time to take a step back to assess whether your current plans are working.

  • Every Marketing Strategy Has Gaps: How Are You Shoring Yours Up?

    Every Marketing Strategy Has Gaps: How Are You Shoring Yours Up?

    A comprehensive digital marketing strategy requires skilled knowledge in many fields. From SEO and content to inbound marketing, do you have the capacity and the skill to handle every piece effectively? Most marketers know the basics of each digital marketing channel, however, you must resist the temptation to believe that surface knowledge is sufficient. Instead, think about the best ways to shore up the gaps in your marketing strategy by building partnerships and teams that specialize in specific marketing strategies so each effort will be more successful.  

  • 3 Ways to Leverage Website Analytics in Your Content Marketing

    3 Ways to Leverage Website Analytics in Your Content Marketing

    If there's any magic to content marketing, it all starts with one word: audience. Content marketing works because it is focused on the people you are trying to reach rather than your business, products or services. It is there to give people what they want in the format they are looking for.

  • Quiz: Is Your Inbound Marketing Program Ready for 2017?

    Quiz: Is Your Inbound Marketing Program Ready for 2017?

    2017 is right around the corner, and here's hoping it will be a successful inbound marketing year! But just to be sure, take our short quiz to see if your inbound marketing program is ready for 2017.

  • Video: Turn Your Website Visitors into Leads with the Right Conversion Path

    Video: Turn Your Website Visitors into Leads with the Right Conversion Path

     Your greatest asset in inbound marketing is your website. Why? It's a conversion engine! As your content brings unknown visitors to your site, it's essential to have the right paths in place to seamlessly lead them where they need to go. As you meet their needs by providing the information they're looking for, they're more likely to provide their contact information in exchange for valuable resources. Get the examples and insights you need to turn visitors into leads in this exclusive video.

  • 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 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.

  • 5 Common Disconnects Between Marketing and Sales Teams and How to Address Them

    5 Common Disconnects Between Marketing and Sales Teams and How to Address Them

    Your marketing and sales processes are closely aligned. Therefore, it would make sense for your marketing and sales teams to have a solid relationship, right? Unfortunately, it doesn’t always work out that way. The disconnect between sales and marketing seems to pop up in every organization, affecting morale, efficiency and revenue generation in offices around the world. Although these relationships are often uncomfortable, they can also be resolved. Once you understand the most common ways in which sales and marketing find themselves at odds, you’ll be better equipped to resolve these issues, paving the way to a happy and lucrative partnership.

    Let’s dive into the five most common disconnects between marketing and sales teams, as well as how to resolve them.

  • 5 Ways To Start Developing Customer-Focused Sales and Marketing Teams

    5 Ways To Start Developing Customer-Focused Sales and Marketing Teams

    According to a study done by the Corporate Executive Board, 87 percent of the terms used by sales and marketing departments to describe each other were negative. In other words, for every eight words sales said about marketing, seven were negative. That’s not good for your company’s morale, and that’s not good for the growth of your business. Most importantly, this discord spells disaster for your customers.

    If your sales and marketing departments are at odds, there’s a pretty good chance that the disconnect — and the bickering that ensues from this conflict — takes precedence over the customer experience. A customer who isn’t getting his or her needs met will very quickly become a former customer. And the truth is, sales and marketing need each other. Peace between sales and marketing is necessary, not just to meet their internal metrics, but to wow and delight customers to build loyalty in the long run.

    A world in which sales and marketing play nicely together might seem far-fetched, but it’s a lot closer to your grasp than you think. Here are five ways you can get your marketing and sales alignment set up so that both groups can focus on making your customers happy.

  • Infographic: The 5 Most Important Steps to an Effective Marketing Strategy for Small Business

    Infographic: The 5 Most Important Steps to an Effective Marketing Strategy for Small Business

    Implementing an effective marketing plan is key to moving the needle for your organization. However, when many marketers go looking for answers to improve their current strategy, they realize the development process isn’t as transparent as they thought. It’s not easy to know exactly how to get started, let alone create and carry out a plan that works.

    We frequently write about the need to align marketing and sales efforts by using a CRM to help inform both teams of lead activity and messages/tactics that help move those leads through the funnel. However, before smarketing can work for your small business, you need to know how to develop a marketing strategy that actually works with all of its moving parts.

    We created a 5-step infographic to help you develop an effective marketing strategy for your small business so you can align sales and marketing efforts to grow your company. Plus, we provided more in-depth descriptions of each step a little further down the page.

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