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  • 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.

  • A Lead Nurturing Game Plan (+ Worksheet) for Marketing and Sales Teams

    A Lead Nurturing Game Plan (+ Worksheet) for Marketing and Sales Teams

    Working at an inbound marketing agency, we get asked about lead nurturing a lot by our clients — sales and marketing staff alike. When should I start following up with leads? What do I need to say to them? Can I automate some sort of email workflow to keep checking in with them?

    We can answer these questions for you, but the thing is, there’s not golden ticket for anyone. For your marketing and sales teams to create an effective lead nurturing campaign, you have to get to the root of the communication: the person on the other end. Like we said last week, the modern marketing and sales funnel is buyer-centric. So, creating a lead follow-up sequence that works is dependent upon who you’re trying to make contact with, where they are in the buyer’s journey and what action you want them to take next.

    It’s time to think outside the box and get to the nitty gritty of what lead nurturing today is all about, and how you can break the mold and craft communications that get your leads’ attention.

    We’ve got lots of information in the rest of this post for you to read for insights, but we also have a template we use internally to create lead nurturing workflows (as inspired by HubSpot and past experiences).

  • What Should the Modern Marketing and Sales Funnel Look Like? The Cleriti Team Weighs In.

    What Should the Modern Marketing and Sales Funnel Look Like? The Cleriti Team Weighs In.

    What should a marketing and sales funnel look like today? This is a question weighing on the minds of marketers and salespeople alike. Why? Because while we’re expected to work together to drive revenue, it’s not that easy to get on the same page. But as buyers are evolving and their expectations are shifting, so should your marketing and sales strategy. 

    The Cleriti team feels pretty strongly about adapting your marketing and sales funnel to meet the changing needs of your target audience. We don’t think leads convert to customers through a linear set of actions, and we like to think of every lead as an actual human, not a contact messing around on our website. We also are huge advocates of breaking down organizational silos to make sure marketing and sales work in tandem, not against each other. We know tension between marketing and sales can get ugly, but we also know a strong relationship gets results.

    As such, my colleagues put together a video to give fellow marketers and salespeople insight into how to evolve from old-school "Me! Me! Me!" marketing and sales tactics to a more modern, personalized set of follow-up interactions that build trust and credibility with potential customers.

    Check out our newest YouTube video featuring Gina Young (our VP of marketing), Sarah Tsai (one of our inbound marketing managers) and Andrew Rogers (our COO). 

  • 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.

  • How to Simplify and Scale Your Small Business Marketing and Sales Strategy

    How to Simplify and Scale Your Small Business Marketing and Sales Strategy

    At its core, the goal of marketing and sales is pretty simple: Find people who have a need that your product or service can solve, then show them exactly why your solution will help them. With nurturing and follow-up communication, the goal is to convert those people from leads to customers. However, far too often, companies make this process way more complicated than it has to be. Your marketing and sales strategy doesn’t need to be full of bells and whistles, but it does need to work for your audience. Paring down your sales and marketing techniques to the essentials can not only help to stop your company’s headaches, but it can also help you to make more revenue.

    Let’s dive into ways to simplify your marketing and sales processes.

  • 5 Basics That Are Left Out of Most Marketing and Sales Strategies Today

    5 Basics That Are Left Out of Most Marketing and Sales Strategies Today

    On paper, it makes perfect sense for sales and marketing to work closely together as they aim to reach your company’s objectives. Of course, it never quite works out this way. According to a recent survey by InsideView and Demand Gen Report, nearly half of all sales and marketers believe communication is a serious problem between their teams. While this statistic is troubling, it doesn’t mean that harmony between sales and marketing is impossible. However, it does mean that you’re going to have to work at it.

    Creating a cohesive marketing and sales strategy doesn’t happen overnight. It takes consistent effort, and it takes the implementation of some important tools along the way. Here are some tricks you can use to maximize the partnership between your sales and marketing teams.

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