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  • Look Outside Industry News for Strategies to Reach More Potential Customers and Improve ROI

    Look Outside Industry News for Strategies to Reach More Potential Customers and Improve ROI

    As a marketing executive, what’s your go-to resource for keeping on top of all the developing trends and tools you need to stay on top of your game?

    While directly exchanging ideas with your team or networking with industry peers at events are a critical part of staying informed, you likely also have a favorite industry news source. If you’re in healthcare, you might favor Modern Healthcare. If you’re a tech startup, maybe you prefer something quick and witty like TechCrunch or FastCompany.

    But if those are the only resources you use to inform your marketing strategy, your results will only ever be as good as the competition. Not better.

  • 5 Signs You're Ready to Add Lead Nurturing to Your Marketing Strategy

    5 Signs You're Ready to Add Lead Nurturing to Your Marketing Strategy

    In a perfect inbound marketing world, your ideal customers would find your content online and be drawn to your website where they would read a few blog posts, maybe download a whitepaper and then make a purchase or reach out for more information right then and there. Of course, it never really works out that way. You may get many new leads to your website, but those leads don't go anywhere. Enter lead nurturing: the path you set down for yourself to help guide a person as they make the journey from a person who finds you at the awareness stage to a buyer.

  • 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 digtial media, 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.  

  • 5 Marketing Tactics You Need to Stop Doing

    5 Marketing Tactics You Need to Stop Doing

    True story: I received an email from a marketer who told me she had read our blog and enjoyed it, but she was wondering if I would replace a few of the articles I linked to in the blog to a whitepaper she had written. Her whitepaper, of course, was a better source to link to than the HubSpot resources on inbound marketing. In return, she'd link to our blogs.


    I immediately sent the message to my spam folder and promptly forgot about it until we started discussing some of the worst marketing examples we’ve run across in our day-to-day. Her request was an obvious ploy. These kind of marketing tactics work only in very particular situations — generally, you already need to have a well established reputation in your industry — and when they backfire, they can ruin a marketer's reputation not only with other marketers but with future clients, too.

  • Tips to Leverage Email Workflows to Improve Your Marketing Strategy

    Tips to Leverage Email Workflows to Improve Your Marketing Strategy

    Maybe you’ve heard email marketing is dead. Despite what some say, this couldn't be farther from the truth. 59 percent of B2B marketers cite email as the most effective channel for generating revenue. While 73 percent of B2B marketers say email is essential to growing their business. What is dead are old-school email tactics — and that's a good thing. Savvy marketers know that email marketing today is a combination of refining and layering your audience segmentation, providing value in the form of what your audience wants or needs in a particular moment and personalize the email message.

    If you're ready to revamp your email marketing strategy, these tips will help you set up workflows to improve your overall marketing strategy.

  • 10 Questions to Focus Your Buyer Persona for Content Marketing Campaigns

    10 Questions to Focus Your Buyer Persona for Content Marketing Campaigns

    You can’t have peanut butter without jelly (or marshmallow fluff or bananas — whatever floats your boat). You can’t have Thanksgiving without pumpkin pie. A house isn’t a house without a roof.  Imperfect analogies aside —  you can’t have a real content marketing campaign without a buyer persona.

  • 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.

  • 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). 

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