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8 Inbound Activities To Include In Your B2B Marketing

Posted by Tom Coombe on October 8, 2015 at 8:30 AM

In a recent blog post, we discussed the differences between B2B and B2C marketing. And although your approach should be somewhat different, many of the tools you’ll use when doing inbound marketing in a B2B field are the same.

Here are eight inbound activities to use when you’re doing B2B marketing:

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Topics: Inbound Marketing, b2b marketing

What's The Difference Between Inbound Marketing And Outbound Marketing?

Posted by Tom Coombe on October 6, 2015 at 9:00 AM

“Which ad experience do you prefer?”

If you subscribe to Hulu, you’ve likely heard that question while streaming one of their shows. And maybe you replied “None. We’d prefer not to ‘experience’ any ads.”

This could be our bias showing as a company that does inbound marketing, but there are numbers to back us up: people don’t want to see traditional advertising.

We’ve quoted these figures before, and won’t trot them out again. Instead, we’re going to dig a little deeper today into the differences between inbound marketing and outbound marketing, a term which applies to ads on TV, radio, in print, and on billboards, as well as direct mail and cold calls.

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Topics: Inbound Marketing, Outbound Marketing

What Are The Best B2B Email Marketing Practices?

Posted by Tom Coombe on October 1, 2015 at 8:30 AM

The last time we talked about email marketing, we threw out a pretty big number: 2.5 billion, or the number of people around the world using email.

Here’s another big number: 4300%

That’s the average return on investment businesses see from doing email marketing, according to Experian. It’s one of several reasons you should consider launching a B2B email marketing campaign. In this post, we’ll go over some ways to set up your campaign, and offer up some tips for what to do once it’s underway.

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Topics: email marketing, Inbound Marketing, b2b marketing

Sales & Marketing - Friends for Life

Posted by Tom Coombe on September 29, 2015 at 8:30 AM

A few months ago, we asked this question: “Do you have a closed loop between marketing and sales?”

It’s a question that’s worth asking again, as the gap between sales and marketing – whether it’s in perception or reality – is one that worries many companies.

The closed loop is a system where sales and marketing collaborate using the data marketing gets from its analysis to qualify leads and generate better quality leads. It makes both groups responsible for following up and gets them to line up their goals.

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Topics: Inbound Marketing, Inbound Sales

Why Keeping Your Blog Updated Is Crucial For Organic Traffic

Posted by Tom Coombe on September 24, 2015 at 8:30 AM

Imagine you’re throwing a party, and a lot of people turn up. It’s a great party, and you don’t even mind that some of the guests are people you didn’t actually invite and don’t even really know. Still, the friends that you did invite, they’re the ones you really value.

That’s a good way to think about organic traffic: it’s the best kind of web traffic because it brings in users who are interested in what you make or do and are more likely to become a customer.

And one of the best ways to bring this traffic to your website is by keeping a well-written, well-maintained blog.

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Topics: Inbound Marketing

5 Ways To Ensure Your Website Traffic Is Performing

Posted by Tom Coombe on September 22, 2015 at 8:30 AM

It seems like a simple formula: you create great content for your website, your website attracts visitors.

But how do you measure the traffic to your site, and tell whether or not it’s quality traffic? Here are five methods you can use:

1. Look At Your Lead Conversion Rate

When you’re doing inbound marketing, one of your goals is to find qualified leads you can send to your sales team. That’s why it’s important to stay on top of your lead conversion rate. There are a number of steps you can take to boost your conversion rate, including:

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Topics: Inbound Marketing

The Best Way to Create a B2B Marketing Strategy

Posted by Tom Coombe on September 16, 2015 at 8:30 AM

As we began to work on this post about the difference between business to business (B2B) marketing vs. business to consumer (B2C) marketing, we found ourselves thinking about TV shows.

Two kinds of shows, to be exact: the kind that’s a straight-forward, crowd-pleasing hit right out of the gate, and the more complicated one that needs time to find an audience.

In a way, B2B marketing is like that second kind of show.

For one thing, it takes time to find the right audience. Business to consumer marketing is just that: a campaign launched by a business, aimed at many, many customers.

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Topics: Inbound Marketing, Manufacturing Marketing, b2b marketing

Inbound Marketing Requires Automation

Posted by Justin Phillips on September 10, 2015 at 8:30 AM

The term “automation” calls to mind images of robots building things on an assembly line.

But it’s a concept that can – and should – apply to your inbound marketing strategy.

Marketing automation simply means using software and technology that automates your marketing, helping you streamline and prioritize your jobs.

It lets you send information and content to your prospects based on their interests and concerns and on how they found your business in the first place. It lets you interact with them while helping them along in their buyer’s journey, and ultimately increasing sales. According to Hubspot, businesses that use marketing automation see a 451 percent increase in qualified leads.

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Topics: Inbound Marketing

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