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  • 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.

  • From Marketing to Sales Qualified: The Importance of Lead Scoring and Nurturing

    From Marketing to Sales Qualified: The Importance of Lead Scoring and Nurturing

    The buyer’s journey is a popular phrase in marketing offices all over the world, but it’s more than just a trendy buzzword. When you break it down, the phrase tells you everything you need to know about customers. Each buyer is different, and each buyer takes their own path from lead to eventual customer.

    As a marketer, it’s your duty to figure out what the buyer’s journey means to your marketing and sales teams. Which leads are considered marketing qualified leads, and which are considered sales qualified leads? How can marketing create better content to pull in a more interested audience? When does sales make the first phone call?

    It’s critical that you understand the entire buyer’s journey and how your company’s actions play into moving customers down the funnel. With that in mind, we’ve compiled a guide that can help your marketing and sales teams decide how they fit into the buyer’s journey, giving your company the insights needed to boost lead to customer conversion rates.

  • What Skills Should I Look for to Build Successful Marketing and Sales Teams?

    What Skills Should I Look for to Build Successful Marketing and Sales Teams?

    Each year, companies all over the world are bombarded by hopeful candidates who hope to join their sales and marketing teams. However, there’s more to landing a marketing or sales job than simply possessing the right degree. The sales and marketing professionals in today’s world require a wealth of soft skills and personal traits that aren’t easily communicated on a resume. Bringing in people without the necessary credentials and skills is not only a waste of time, but it can bring your company’s productivity to a standstill. Here are some of the skills you should look for when hiring new team members as well as when training your current sales and marketing staff as you work to make your teams the best they can be.

  • How to Set a Service Level Agreement Between Marketing and Sales

    How to Set a Service Level Agreement Between Marketing and Sales

    The pressure you feel most of the time in your marketing or sales career is from facing the unknown. If you are working really hard, passionate about your customer service, marketing, sales or business development, take a moment to answer the following yes or no questions:

    • Do you know your revenue and growth goals for the year?
    • Do you know the calculated lifetime value of a customer?
    • Do you know how much revenue will come from existing clients?
    • Do you know how much revenue needs to come from new business?
    • Do you know exactly how many inbound leads you need to get there?

    Even with the most advanced sales and marketing technology, most of us are not able to answer all of these questions, predict the future or properly prepare for growth (and that's okay). I myself was not able to answer these questions until I made a new process along with a completely solo effort to spearhead marketing and sales with the "do it myself to prove it" and teach others later approach our business has taken. 

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