What Does a Digital Marketing Coach Do for B2Bs?
“You fight great, but I’m a great fighter” – Apollo Creed, 1982
Read more“You fight great, but I’m a great fighter” – Apollo Creed, 1982
Read moreFrom the first computer to today’s smartphones, Internet access has made leaps and bounds in terms of both efficiency and reach. Likewise, the question of how AI will change marketing is central to the evolving landscape of how we interact with current and potential buyers.
Read moreThe manufacturing sector is continuously seeking innovative strategies to enhance efficiency, drive growth, and maintain a competitive edge. Enter the world of AI in sales, which just might transform the traditional sales process into an intelligent, data-driven powerhouse.
Read moreIn digital inbound/content marketing, we say, “Work SMARTer, not harder.” Why all the caps? Because any data-backed, results-oriented marketing strategy has its roots in SMART goals. We define SMART goals as digital marketing KPIs (key performance indicators) and benchmarks that are:
Read moreNew York City, Midtown - Josh Curcio, CRO and partner at protocol 80, was invited to speak at the upcoming Future of AI Conference hosted by BWG Strategy on March 14th. The conference, which features distinguished speakers from various businesses, including Major League Baseball, Pepsico, Microsoft, Ulta Beauty, HSBC, Freshpet, and Silicon Valley Bank, will offer a diverse perspective on the integration of AI in marketing, and sales. Josh will be a participant speaking in the series of panel discussions at the conference that dives into the transformative impact AI has on marketing and sales strategies. Provided, his insights will help businesses navigate this evolving landscape.
Read moreArtificial intelligence (AI) content creation has become a valued advantage in many different fields. It fills gaps in workforces and supports those who lack the bandwidth to scale their velocity.
Read moreHave you ever had an idea but can’t get it to roll off your tongue? If the answer is yes, artificial intelligence may become your best friend.
Read moreHave you ever feared that AI could replace your job as a marketer? There’s no doubt that AI has become ever-present in the marketing space, but AI is not replacing you. In fact, AI and humans hold more power as a unit – the dynamic duo, as one might say. When used synchronously with humans, AI can be a resourceful and powerful tool incorporated into your B2B marketing strategy.
Read moreI’ve always been fascinated by robots. My favorites – undoubtedly – are R2-D2, and yes, even C-3P0. Cortana from the "Halo" video game series is pretty cool, too – we’ve waged war against the Covenant many times together. Cylons (from "Battlestar Galactica") and the robot from "Rocky IV" are also in my top 10. (Shame on the 2021 director's cut for removing Paulie's beloved birthday present.) While those droids and artificial intelligence (AI) are firmly rooted in the world of science fiction and a few clever builds at fan conventions, we're getting closer each day to robot counterparts becoming the norm.
Read moreThose pondering how to improve their leaky sales pipeline usually audit one of the following: The fit of the leads reaching the pipeline The process that turns those leads to sales (or causes them to circle the drain) An account-based marketing strategy -- and the templates below -- can address both.
Read moreFrom a graphic designer and writer's perspective, we offer a unique viewpoint on the positive effects of content maps in the world of social media and blogging.
Read moreIn the ever-evolving world of content creation and marketing, mastering the art of writing is more important than ever. With a sea of resources available, how do you discern which ones are truly impactful? In this article, we've distilled a list of eight essential writing tools and references, handpicked by the seasoned writers at protocol 80, to guide you toward creating compelling and high-quality content.
Read moreWith content writing for inbound marketing, it’s common to find yourself challenged by writing technical content without having prior experience in the field. It can be daunting to tackle complex topics and present them in a coherent and engaging manner. However, through our careful work and collaboration with other writers and resources, we’ve developed a protocol to overcome this. You don’t need to embark on this content creation journey alone or start from scratch. Following these methods will guide you to writing technical content that resonates with readers: Leverage Other Writers and Resources Learn from Blogs and Various Sources Utilize AI-Powered Writing Tools
Read moreAre you a non-designer in need of creating professional-looking designs? In today's digital age, there are numerous programs and resources available that can help you achieve your design goals without the need for a graphic designer. Whether you are taking on design work for your business or personal projects, here are some tips and tricks to make your designs stand out, even without professional expertise. Why Less Is More in Design Fonts Matter The Art of Visual Hierarchy The Essential Role of Whitespace Prepping the Final Product Free Design Resources at Your Fingertips
Read moreThe rise of the informed consumer, who researches, compares, and often knows precisely what they want, has necessitated a shift in how businesses approach sales. Enter: Inbound Sales. For marketers, this isn't just another buzzword to add to the ever-growing list. It's a fundamental shift in strategy that directly impacts how we attract, engage, and delight our audience. Inbound sales, much like its counterpart inbound marketing, is a reflection of the changing dynamics in the buyer-seller relationship. Gone are the days when aggressive sales pitches and cold calls were the norm. T Today's consumers expect more. They seek authenticity, value, and a personalized experience. They don't want to be sold to; they want to be understood. And this is where inbound sales shines.
Read moreThe Importance of Tracking Website Traffic-Related KPIs in Digital Marketing Building an effective inbound marketing strategy is no walk in the park. From laying the foundation to crafting tactics for brand awareness, you’re constantly learning and adapting. As the cycle of “Strategize → Execute → Analyze → Repeat” becomes familiar, the focus shifts toward one crucial element: traffic.
Read moreAvoiding Marketing Technical Debt and Building a Strong Inbound Marketing Foundation In today's rapidly evolving marketing landscape, adaptability and forward-thinking are crucial for maintaining a competitive edge in your business. Unfortunately, many businesses overlook the importance of establishing a solid marketing foundation, similar to accumulating "technical debt" in the tech world over time. That's why in this blog post, we'll delve deep into the concept of marketing technical debt. We'll explore strategies to avoid it and provide you with a step-by-step guide to building a resilient marketing foundation that will drive long-term success.
Read moreHave you ever wanted to clone yourself? You wished for five more minutes to finish that one task or another set of eyes to read through an email, but you know your colleagues are as busy as you are. With the introduction of Artificial Intelligence (AI), many marketers fear replacement. However, the best generative AI use cases mean support for marketers, freeing up time for you to spend on other tasks that require a human touch.
Read moreIt is undeniable that AI is the hot topic of conversation in 2023. Software providers across the board are unveiling innovative ways to incorporate AI, and professionals in the business world are eagerly exploring these advancements to enhance their daily efficiencies.
Read moreIf you’re here, there’s something not going quite right with your marketing. Likely, you’re under the gun to prove ROI for the efforts you’ve been accomplishing and realize the current path just isn’t going to cut it.
Read moreCHICAGO, Il. – Fall brings more than just picturesque foliage and cozy evenings – for protocol 80 (p80), a leading inbound marketing agency based in Bradford, Pa., fall also marks the time for the annual FABTECH conference. This year was especially exciting for p80, as three members of their team presented to the assembly of manufacturers in Chicago on Tuesday and Wednesday.
Read morep80 is now one of a handful of inbound marketing agencies holding more than one HubSpot Partner accreditation BRADFORD, Pa. – protocol 80, Inc., (p80) a leading inbound marketing agency based in Bradford, Pa., has achieved a third accreditation from HubSpot, a top-ranking customer relationship management (CRM) platform company.
Read moreIt’s one of our favorite times of the year – Fall is approaching, the weather is perfect, and the countdown to FABTECH 2023 is on.
Read moreAs a marketer, you understand the significance of having an efficient and scalable digital platform for your online presence. You've likely heard of WordPress and Drupal, but today, I want to introduce you to our favorite: HubSpot CMS.
Read moreWe all have that tech-wiz colleague – whom we can all be jealous of. What if there was an easy way you could become this person?
Read moreEver stared at an intricate piece of machinery and wondered how all the parts sync together to create an impactful whole?
Read moreHubSpot is the biggest and best in a sea of CRM (customer relationship management) tools. As B2B companies and customers evolve, so does HubSpot's software, and keeping pace with the improvements is both exciting and challenging.
Read moreHave you been considering using HubSpot to boost your business, but aren’t sure if it’ll fit into your already stretched marketing budget?
Read moreImagine running a business with no returning customers. Now think of operating with no leads, and only returning customers.
Read moreIn today’s rapidly transforming digital world, standing out in the crowded B2B landscape means going beyond the ordinary. It’s about embracing tools that don’t just scratch the surface but dig deep, unlocking streamlined processes and fueling productivity gains like never before.
Read moreFor the past 17 years, HubSpot software has lived to make marketing and selling easier, more efficient, and more transparent.
Read moreImagine having to cold-call random phone numbers every time you want to make a sale.
Read moreI recently had a new client (and HubSpot devotee) describe HubSpot's Sales Hub better than I had in my 6 years of digital marketing. This B2B company's employees almost universally avoided using HubSpot until management forced the issue in 2023. The client's CEO explained:
Read moreIt's hard to keep track of all your customer interactions, especially as your business grows. It’s even more difficult to manage that customer support manually.
Read moreWhether you're held responsible your company’s marketing, sales, operations, or customer service outcomes -- or all four -- HubSpot's got a solution. HubSpot's features list stretches to the moon and is the top reason 150,000+ companies use the platform (us included). Sounds lovely (and it is), but the massive list of software Hubs, features, and pricing tiers can overwhelm newcomers with lack of clarity.
Read moreWhen you think of CRM software, the first name that comes to mind is Salesforce. They are the 800-pound gorilla in the CRM market. When you think of marketing automation software, the first name that comes to mind is HubSpot. They are the pioneers of Inbound Marketing. However, they are slowly gaining a following for their CRM product as well. Choosing the best CRM for your sales and marketing is essential to achieve long-term business success. While there are plenty of options to choose from, in this blog, we’ll compare two of the most well-known platforms – HubSpot CRM vs. Salesforce.
Read moreEven on a quiet day at your company, HubSpot can do a lot to keep your business moving toward its goals.
Read moreYou attend trade shows to obtain valuable leads for your company. But do you have a plan in place for what to do once you’re back in the office from the trade show so you can move those leads closer to a purchase?
Read moreIn-person trade shows are slowly, but surely returning! With all the uncertainty of the past couple of years, this news provides numerous exciting opportunities. Trade shows can give a huge boost to your business and marketing campaign IF you approach them correctly.
Read moreOne of the top concerns among our brand-new clients is a lack of brand awareness. They have so many great things to offer, but no one seems to know they exist. Does this sound like you?
Read moreWhen you’ve finally found that great lead -- or leads -- through your inbound marketing efforts, the relationship with that potential customer is just beginning. In fact, interactions between your company and that fresh lead should span every step of the buyer’s journey and their trip down the sales funnel. It'll require regular engagement and providing appropriate information at the right time, along with awesome sales follow-up emails and other outreach.
Read moreChange happens daily for marketing and sales teams, and it can be difficult to keep track of every single contact and their information. And once you combine the number of contacts you have with the different stages of the sales cycle, you can quickly become overwhelmed. This is where B2B marketing automation tools come in.
Read moreA B2B medical marketing prospect’s email address is a precious commodity. Most people don’t freely give out their email address unless they’re getting something valuable in return. No one wants to inadvertently sign up for spam or an unwanted free trial. So, how do you nurture a B2B buyer persona with something more tasty -- something valuable, educational, and relevant to their pain points?
Read moreIf you’re a B2B (business-to-business) company, then you understand how difficult it can be to produce exciting content about “boring” niche subjects that will reach a wide audience.
Read moreInbound marketers are the first to tell you that CTAs are your secret weapon. Whether you’re looking to increase traffic, conversions, leads, or sales - CTAs are the gateways to visitor action on your website. It's true, and it makes sense, but you've gotta back up your claims with evidence. In today's blog post, we've provided a convenient list of inbound marketing statistics that will help you convince others of the power of CTAs.
Read moreLast week I needed to buy flea and tick shampoo for my puppy, Quinn. It was a busy week, and I didn’t take the time to research shampoo brands before I ran to Tractor Supply Co.
Read moreThe farmboy and the princess. The swordsman and the giant. The grandfather and his grandson.
Read moreJuggling data for multiple brands can be a challenge. Finding the right combination of segmentation and availability will enhance your productivity and cut down on unnecessary steps in the reporting process. 3 Setup Options for HubSpot When Managing Multiple Accounts From data management to brand identity, there are a lot of balls to juggle when managing multiple brands under one parent organization. HubSpot provides different solutions for this, tailored to your company’s needs. Various approaches can be configured to maximize their ease of use and accessibility while also limiting access based on team needs.
Read moreLast week, the p80 crew took a trip down to Atlanta for FABTECH 2022. While walking the floor, we talked to people from a myriad of different companies to get a pulse on the new and exciting technology being introduced to the industrial sector in 2023.
Read moreContent marketing strategy is a key component of business success. When it comes to content strategy, both inbound marketing and account-based marketing (ABM) come into play.
Read more“Inbound marketing is the bee's knees! Unlike many other marketing strategies, inbound focuses on everything from getting noticed through delighting current customers. As you could guess, there are many moving parts to any successful inbound marketing strategy...some easy, minimal tasks, some time consuming, difficult tasks."
Read morePartnering with an agency to accomplish your marketing goals can be an amazing, successful investment in business growth for your company. However, not every partnership is a match made in heaven. We’ve found when talking to clients, prospects, and others in the digital marketing realm one theme comes up a lot when discussing agency underperformance: “I just thought this was normal.” It can be hard to decipher what’s the industry standard when it comes to agencies, and if you’re getting the most out of your investment. This guide aims to help you assess if the friction points you’re experiencing are expected or if it might be time to seriously consider an agency switch.
Read more“We’re spending good money on B2B inbound marketing. What’s the return on our investment?” Your boss wants to see figures. Simply saying, “Umm … website traffic is up?” won’t cut it.
Read moreUnderstanding how to create a B2B content strategy can prove tricky. However, using some tools and tricks, you can quickly generate blog topic ideas (and other forms of content) that’ll be relevant and beneficial to your boss or client.
Read moreBusinesses are created, thrive, and fold with the fluctuation of the economy. Almost as common as a business closing is the announcement of a merger between two brands or of the acquisition of one company by another.
Read moreFrom the countless hours spent creating blueprints, mockups, and implementing design changes, bringing a new product to market is a major investment for any business. But the hard work doesn’t stop once the product is created. To ensure a successful product launch, it’s crucial to develop a strategic marketing plan that efficiently gets your product out in front of different audiences.
Read moreFrom the desk of p80’s Senior Inbound Marketing Specialist Remember that one home maintenance project you took on a few years back?
Read moreThe view to the water from our pavilion at Willow Bay.
Read moreA new quarter. A fresh start. Time to try new things and attract new business.
Read moreOftentimes when I’m asked about inbound strategy, it’s tempting to give a wishy-washy answer like, “It depends on the situation” “It depends on the company” “It depends on the goal.” This kind of deflection helps no one improve, create, and measure their strategies.
Read moreYou’re already behind if you’re not paying attention to your competitors’ marketing.
Read moreResearch shows that today’s internet users prefer videos over text and pictures. (
Read more“Our company has a website.” You may have a problem if that’s all you can muster when someone asks you about your online marketing strategy.
Read moreYou have your goals. You know your opportunities. You’re ready to leverage your brand’s strengths.
Read moreThere are numerous digital marketing techniques spanning just as many platforms -- email, social media, blogging, website optimization, video, and so on. And when you’re thinking about marketing for your business, it can be tempting to want to include as many of those techniques as possible.
Read moreStarting a basic Google Ads account is not difficult in the least bit. With a bit of research and a credit card, you can get account going pretty quickly. However, maintaining an effective Google Ads account can be time consuming. Many small and mid-size businesses lack the resources and skills, so it's often better handled by a PPC (pay-per-click) ad agency.
Read moreBecause we have been doing training seminars on Google Ads recently, we get to talk to many businesses about their experiences. We completely understand that most business people won't have an in depth knowledge of Google Ads (formerly AdWords), and we wouldn't expect them to. What I have found in talking to them is the lack of knowledge of what type of service, value, etc. they are getting from their current Google Ads agencies. In fact, some of these businesses are getting straight up taken advantage of.
Read moreMany sellers and marketers aren’t quite sure how to re-engage cold leads, especially when it’s been 6 to 12+ months since they were warm.
Read moreGoogle Analytics (GA) is one of the best free digital marketing reporting tools any business can have, hands down. What is Google Analytics used for? Tracking nearly every action on your website, including the B2B lead generation metrics most important to CEOs and sales/marketing heads: How much traffic do we get? How are they finding our website? What actions are they taking once they arrive? Google Analytics will tell you all of that and more. Despite the importance of Google Analytics, many business owners and website managers don't even know whether their site uses it.
Read moreToday, even B2B buyers expect at least some level of e-commerce functionality from their vendors. Yep, even you, probably.
Read moreIf you're here, you already know landing pages are a core component of capturing leads from your website. You know how to increase conversion rates on your website by offering valuable content (e-book, free consultation, etc.) in exchange for the visitor's contact into. Now that you've captured your lead's information, what's next?
Read moreYou’ve worked with the folks at Customer Y and Customer X for 25 years each, and they still provide a nice chunk of revenue. Your business has been in the B2B/industrial game for 50-100 years, and the brand is already “well known” (somewhere, at least). Trade shows and sales visits to the prospect’s facility are what your sales team knows and is good at. (Though that pesky pandemic sure made it hard.) So, why invest in digital marketing?
Read moreWhat’s the most common cause of failure for a B2B digital marketing campaign? Most often, it’s either poor understanding of how inbound marketing works, or lack of commitment to a plan.
Read morePay-per-click (PPC) advertising is a great, and often very impactful, way to quickly generate website traffic. However, the PPC model may not be a good fit for every situation.
Read more(Click the video to expand it!)
Read moreYou have leads coming to your website. Some won’t ever buy. Some are browsing. Some are considering. How do you know which leads to nurture and how to nurture them in customers?
Read moreAre there any professions that have been changed by COVID-19 more than selling and marketing? We’ve picked up some new habits -- some are good and some are … well, not so good.
Read moreCrafting digital marketing and sales strategies is like building or renovating a house -- the house being your website. It’s not something you throw together in a day and hope it works. It takes time, thought, and input from a variety of stakeholders.
Read moreIn-person trade shows have been a valuable source for generating leads since … well … forever. Think of the caveman rolling his stone wheel or dragging his sabretooth tiger hide to the market for trade. (We weren’t really there, but trust us, it happened.) But it seems like many businesses are in a trade show rut where they bring the same, tired strategies that everyone else has been doing for ages.
Read more“Did you hear that the longer your content is, the better it performs in SEO?” “Rack up as many backlinks as possible, no matter where they come from.” “You don’t need a CRM. Your business is too small.” “SEO is dead.” Have you heard these words before? You probably have if you’ve been around online marketing long enough.
Read moreDoing sales and marketing without effective reporting techniques is like taking a ship to sea without any navigation tools. You may know where you want to go, but without analysis of where you are and where you’re going, the odds are slim that you’ll end up at your desired destination. Failure to chart your course means you can easily get off track, but not know until it’s too late. You won’t know where you drifted from your path and how to right the ship.
Read moreThe clutter is piling up. It’s hindering your ability to find what you’re looking for. You know you need to clean it, but it’s such a big job. However, the longer you procrastinate, the bigger the clutter gets and the less efficient you become.
Read moreInbound marketing and sales are not in conflict. In fact, your marketing and sales teams are more powerful together than apart. They complement each other like the bait and a hook at the end of a fishing line. The bait attracts a prospect with enticing content, and the hook connects with the prospect to snag a sale.
Read moreWe’re constantly surrounded by noise. Whether online or offline, there’s always a buzzing of people who want a bit of our time. How does a B2B company cut through the noise and reach a lead?
Read moreWhat is your business striving to achieve? How do you plan for continued growth and success? It all begins with goals.
Read moreIt’s every marketer’s nightmare: an algorithm or software change that upheaves what we thought we knew about a system, how it works, and how we strategize our marketing efforts to use it. If iOS15 and the changes Apple brought upon us in late 2021 triggered these marketing night terrors for you, you’ve come to the right place. Every marketer I know loves a good puzzle to solve and a challenge to overcome. This latest development in privacy rules is no different. Now that we’re a little bit distanced from the release, it’s time to analyze the changes, impact, and opportunity this presents. After all, Steve Jobs once said. “You can’t connect the dots looking forward; you can only connect them looking backwards.”
Read moreWhether they’re just starting out with HubSpot tools or dipping their toes in B2B content marketing strategy, many folks use the HubSpot Community forum for advice.
Read more"What are landing pages, and why are they important to us?" You may have heard of them, but do you know what B2B lead generation landing pages are? If you're shaking your head, you're far from alone. The lowdown is this: You need landing pages if you want to drive revenue through your website via content/inbound marketing.
Read moreCOVID-19. There -- we got that out of the way. In all seriousness, it’s impossible to talk about the future of B2B sales without touching on the coronavirus -- as sick as we all are of discussing it.
Read moreTalk with any successful digital marketer, and the #1 thing they’ll tell you is the foundation of any lead-generating, sales-converting, customer-delighting strategy is content.
Read moreHow often do you default to saying “Google” when you’re talking about search engines in general? (For example: “When’s that new horror flick coming out? Let me Google it.”)
Read moreSince you’re reading a “101” article, we’d guess you’re terrified of writing the metas, H1s, and other SEO website mumbo-jumbo you wish someone else would handle.
Read moreUsing SEO keywords remains one of the top B2B digital marketing strategies in 2022. Optimizing those keywords is the secret to ranking higher in search engine results pages (SERPs).
Read moreToday's challenges in industrial marketing are a bit baffling to outsiders. Why? There's really no reason they should still be a thing in 2022. Especially during COVID, most industries became aware of not just the necessity, but also the power of owning a strong brand presence online.
Read moreWhen you search for your primary services, where does your website show up? Most likely, it's showing up below your competitors in Google search results. You may not be on the first page at all - which is a huge problem if you're trying to get leads and customers online. There's a reason why your rankings are low. Even better, there's a solution! Here's everything you need to know.
Read moreIf your content is the foundation of your business website, the CMS is its backbone.
Read moreSearch engine optimization (SEO) is the key to earning relevant traffic for your website. If your website is SEO friendly, your site is much more likely to rank higher in SERPs. To put it simply, in order to "do better" in Google or other search engines, your site must be SEO friendly!
Read moreWhat happens when you collect a shiny, new lead? Sadly, many B2B marketers and sellers either neglect it (by forgetting to feed or nurture it) or kill it (by overfeeding it with junk).
Read moreOK, you’re all set up with your paid ad. You’re showing up in Google search results or LinkedIn timelines. Time to let the leads roll in.
Read moreEveryone wants the spotlight on their business. Online, the easiest way to earn one is by becoming “findable” in Google Search and “clickable” in email and on social media.
Read moreUnfocused marketing is like throwing darts while wearing a blindfold. You may hit the dartboard. You may hit the wall. You may even hit the bullseye, although that’s highly unlikely. But you want to hit the bullseye every time. You waste money and time on marketing efforts that don’t connect with potential buyers. Take off the blindfold so you can see your target. Inbound marketing for healthcare involves knowing who you’re marketing to so that you can confidently hit the mark.
Read moreWe’ve all experienced it one time or another: You’re on your phone and you need to do some quick research to answer a question. You visit the top result that gives you the best answer and are immediately struck with a website that looks like it hasn’t been updated since the early 2000s. The text is stretched across your screen, and links are too small to tap with your finger.
Read moreYou may have heard of inbound marketing, or maybe you haven’t. Maybe you've wondered how the heck it could apply to a B2B company like yours. Either way, you're probably asking yourself, “What is B2B inbound marketing!?”
Read moreMarketing isn’t easy. Running a marketing campaign without understanding the time, effort, and audience involved sets you up for disaster. Two things that businesses don’t want to do: Waste money on marketing strategies that don’t work Leave money (and customers) on the table for their competitors to grab A poorly managed PPC campaign does both.
Read moreFrank Sinatra once sang, “Love and marriage go together like a horse and carriage … You can’t have one without the other.”
Read moreThroughout the past year and a half, the marketing world (like many other industries) has been turned upside down by a plethora of COVID-related restrictions -- less in-person networking and more virtual trade shows and connections. However, with those same restrictions loosening, FABTECH 2021 marked the return of in-person trade shows.
Read moreBusiness websites are complex, unwieldy, and sometimes finicky beasts. What may work one day could prove to be dysfunctional tomorrow. Plus, with the near-constant evolution of web technologies and development best practices, it can be a real challenge to keep on top of it all. Thankfully, there are certain standards provided by the leading search engines that give us a foundation to build a fast, functional, and easy-to-use website.
Read moreNorth America's largest metal fabricating and finishing event is back in-person! While the incoming new technology and networking is exciting, the biggest goal for manufacturers in 2022 will be recalibrating their marketing and sales practices post-COVID*.
Read moreShowing up in Google search results is all about budget, buyer knowledge, and a sprinkle of unicorn magic. Most businesspeople don't have in-depth knowledge of Google Ads. Not only do they have no idea how Google Ads works; they also have no idea how a Google Ads agency works, or what to expect from their current or potential PPC advertising agency.
Read moreIt’s a bummer, but also fitting, that for the second straight year, HubSpot’s INBOUND will go all-virtual due to COVID-19.
Read moreSometimes a website needs a new home. Perhaps the company’s web development or SEO expert is recommending a change to improve user experience or technical performance. Or maybe an exec wants to boost or lower the company's investment in digital marketing. Either way, the ripple effect this has on a website's success can be massive -- for good or bad.
Read moreIn case you’ve been zoning out for the past couple of decades, let’s catch you up on social media use across the world.
Read moreBefore getting into the meat of this post... if you're looking for a quick answer, you can check out our inbound marketing pricing page. If you’re considering hiring an inbound marketing agency to help boost your business’s bottom line and find new customers, you probably have a lot of questions. Chances are, you’re wondering:
Read moreWhen it comes to search engine optimization (SEO), the name of the game is to rank as high as possible on popular search engines such as Google and Bing. And in today’s world of digital-first marketing, there are several ways you can approach this task.
Read moreYou can have the best content in the world, but it won’t mean anything if people can’t find it! Ranking well on Google search results pages is the best way to ensure visibility for your website. Sometimes it's necessary to go back to the basics of SEO (search engine optimization), because ultimately the groundwork needs to be laid for success to follow.
Read moreMost every businessperson wishes they could predict the future and know whether it’s safe to jump on board a trend. Not surprisingly, many B2B markets (looking at you, manufacturing/industrial folks) are notoriously slow to move on from decades-old marketing tactics because they’re safe and require limited tech-savviness.
Read moreFor many businesses, getting noticed on social media and in Google search results can be a challenge. Facebook, Twitter, Instagram, Snapchat, and LinkedIn all have at least one thing in common -- they help extend your company’s reach (regardless of your industry). It helps to have a large following, but if you don’t there’s a great way to reach a large group of people. Understanding how to properly use paid advertising, in combination with effective social media practices, will put your business on track to being noticed.
Read moreWith loosening COVID restrictions, trade shows are forecast to be a popular destination in the second half of 2021, and certainly all of 2022. After months of being stuck in virtual conferences, most of us are ready to get out, stretch our legs, and work for quality leads in-person. As COVID-19 changed the way we work, trade shows also began changing. Popular events and keynotes went fully remote. Now it’s time to use a hybrid of in-person and digital techniques to improve your trade show lead generation -- that’s one part of COVID adaptation that should stay. Here are five slick lead generation ideas for your trade shows digital marketing strategy in 2021 and 2022:
Read moreThey say you’ve got to spend money to make money. But even “they” can’t possibly approve of flushing money down the drain all in the name of a few quick sales.
Read moreBlogging. Writing social media posts. Promoting your company’s products on its homepage.
Read moreThis is a 300-level blog post. If you need a rundown of Inbound Marketing 101, click here for a quick overview. "Digital marketing ... is it worth it?" CEOs can be like old grizzly bears fresh out of hibernation: big, scary, out of touch, and difficult to convince not to eat you. But now you’re convincing them of something new and exciting. You want them to adopt inbound marketing as the company’s primary B2B marketing strategy.
Read moreIf you put up a digital marketing campaign and nobody sees it, does it really exist? With internet research and social interactions becoming an integral part of our daily work routine, marketing agencies have realized a shift from traditional, in-your-face advertising to more “hands-off,” content-based marketing. This is called inbound marketing. This style of marketing aims to make it easier for your ideal buyers to find you organically, and eventually convert into qualified leads.
Read moreMarketing automation is fantastic (if done right). It helps turn your leads into revenue and helps time-strapped small businesses use their marketing more effectively. Are you still teetering on whether or not you are going to use marketing automation? Here are some interesting things (you may not already know):
Read moreSEO and user experience go hand-in-hand. By providing both new and recurring visitors with a seamless and pleasurable website experience, you can naturally improve your SEO, which will increase your visibility on SERPs (search engine results pages).
Read moreDid you know that by ignoring on-page and technical SEO, you could be severely hurting your website traffic? And when your traffic decreases, so does your potential to create leads and drive new sales.
Read moreVideo marketing in the healthcare industry is a trend that has been gaining momentum over the years. The massive switch to the virtual world that occurred in 2020 due to the COVID-19 pandemic added fuel to this trend’s fire, and made it a great way to personalize your marketing efforts from afar.
Read moreWe’ve all seen them: those awkward television commercials for breathing apparatuses that always come on when your kids walk in the room. And while those may work for some medical devices, it’s safe to say not all medical devices can be marketed using traditional methods.
Read moreIf you’re looking for free SEO tips for beginners, then you’ve come to the right place. SEO is vital for reaching the right audience, improving web traffic, and ultimately driving more sales. An SEO crash course is a great way to get started, but it’ll be difficult to learn if you don’t understand the jargon to begin with.
Read moreAt protocol 80, collaborating with other digital marketing creators and chatting about topics relevant to the digital marketing space is one of the things we love to do.
Read moreWith the number of people using the internet to find their desired products and services at an all-time high, it’s important to be cognizant of your digital marketing tactics.
Read moreWhen was the last time you Googled something?
Read moreThere is no “I” in team, as they say. And this saying rings true no matter what kind of a team you’re a part of.
Read moreIn 2020, the practice of hosting a webinar became more popular and, in the right hands, effective. B2B companies have learned that webinars are great for generating new leads for every stage of the sales funnel.
Read moreLet’s get one thing clear right off the bat: We all wish we had an unlimited budget for everything. And in today’s world, anything that has to do with marketing has the potential to become expensive. In fact, it’s reported that a full site audit can cost anywhere between $5,000 and $25,000.
Read more(Editor’s note: This is Part 2 in a two-part series about how a relationship with an inbound marketing consulting firm can fail. In Part 1 we covered five ways the client can be at fault in a failed partnership.)
Read more(Editor’s note: This is Part 1 in a two-part series about how a relationship with an inbound marketing consulting firm can fail. Don’t worry -- in Part 2 of this series we’ll lay out all the reasons your agency could be at fault.) Dear Inbound Marketing Clients ...
Read moreSales emails are a staple of any digital marketing campaign. They’re essential for maintaining connections with current customers while helping potential new ones progress down the sales funnel. And if you’ve ever had difficulty increasing your email open rate, then maybe you’ve even tried to personalize your email to help them stand out.
Read moreYou plop down at your computer on a Monday morning for a quick look at your website’s traffic. Let’s say you’re using HubSpot’s analytics. You click the “sources” report for your business website and BAM!
Read moreThere’s nothing worse than putting effort into creating a website full of useful content, only to have it buried deep in the search engine results pages.
Read moreHashtags: One of the most underrated marketing tools there is. While many may see these as a trendy joke to post with your highest-quality photo of a dessert, they actually play a massive role in your social media content creation and audience reach.
Read moreA B2B buyer persona is an extremely valuable resource for digital marketers in industries with long sales cycles. And once you have one fully developed, it can really begin to improve your content marketing, especially for niche industries such as healthcare technology.
Read moreYou're kinda small, and your competition is very, very large. What's a small business to do? Although it might seem like a losing battle, small business SEO services can provide some aces for your sleeves.
Read moreThere's a B2B marketing challenger rising through the ranks of jargon and experimental techniques. It's been around for years but has only recently taken off (as many things are wont to do).
Read moreIf you're about to hop on an inbound sales call, you must be prepared. You need to handle these calls much differently than an old-school sales call. In fact, maybe we shouldn't call these sales calls at all ... maybe we should call them support calls!
Read moreIt takes a lot of time, effort, and brainpower to create an effective marketing strategy. And depending on your healthcare buyer persona, a lot of details can vary from product to product.
Read moreHow well do you know the prospect you’re hoping to make your next satisfied customer? Do you know much about their day to day at work? What are the pain points of working in their industry? Or what about the resources they turn to?
Read moreI don’t know about you, but I probably see at least 4-5 ads a day that scream “FREE TRIAL!” or “7-DAY FREE DEMO,” whether it’s for Disney+ or a contact management software. Seeing so many demos out there on the market got me thinking about how successful these companies actually are.
Read more(Watch the webinar above or read below -- whichever you prefer!) CRM software, also known as customer relationship management software, is an essential tool for companies in just about every industry. It supports sales’ and marketings’ ability to drive company growth and meet goals.
Read moreQuality -- and not just quantity -- is an essential part of a B2B content marketing strategy. Without quality content, you’ll have no valuable information to provide your prospects, and they’ll find it elsewhere on the internet instead.
Read moreTrade shows used to be the lifeblood of lead generation efforts for many manufacturers.
Read moreYou’ve spent months creating what you think is a solid marketing strategy. You’ve collected information. You’ve developed a buyer persona. You know the tactics you’ll use. And you’ve set goals.
Read moreForget direct mail. Forget cold calling. Forget TV ads, radio ads, and billboards. Why? Because they're a complete waste of your time and resources. You need to leave behind everything you know about marketing and open yourself up to the wonderful world of modern lead generation techniques (which are all a part of inbound marketing).
Read moreIf done right, inbound marketing can work for any business that has a considered purchase ... but it can also fail. It can fail for a variety of reasons, but let's start to break some of those reasons down.
Read moreThe phrase “video content marketing” used to hold little relevance to major companies back before social media platforms became a hotbed for curious consumers. In fact, blogs, web copy, and other written text have dominated the world of marketing for several years.
Read moreContent marketing is one of the most powerful tools in modern marketing, especially in the healthcare tech industry.
Read moreWho’s ready for a trite football analogy!?
Read moreDid you know that Google gets anywhere from 3.6 billion to 6.5 billion searches per day? And of all these searches, how many people do you think look past the first page of results?
Read moreIf you’ve seen any ad lately, chances are there’s something hashtagged in it. Hashtags have become a standard part of marketing campaigns. They’re a quick and simple way to maximize the reach of a piece of content.
Read moreI Log into any social media platform and you’ll see them -- hashtags. To the untrained or unfamiliar eye, words preceded by a hashtag may just seem like something done for emphasis or to be funny. In actuality, hashtags are part of a much larger world within the social media universe and are absolutely critical to social media advertising.
Read moreIn our last article on buyer personas, we talked about some of the things you can do to ruin your personas. Here are the things you can do to make sure they’re awesome.
Read moreMany businesses understand the importance of their website content, blogging...and some even content marketing. Sadly, just knowing how important something is doesn't get it done.
Read moreWhen we approach an inbound partnership with a prospective client, they often ask: "Can we do some of this ourselves?" Inbound is pretty flexible. Some of our clients rely on us for everything (and I do mean everything) while others prefer to keep their social media activities, blog writing, or premium content production in-house. Do you fall in the second category? Or, do you want to try your hand at inbound marketing before committing to an agency? Here's what you need to know about DIY inbound.
Read moreNobody expected COVID-19 to wreck 2020 the way that it did. With an abrupt shutdown of thousands upon thousands of facilities, nearly the entire B2B market went digital. As a result, more than ever consumers want things on demand and as fast as possible.
Read more(This guest post is written by Curt Anderson, founder of B2Btail, author, and noted LinkedIn influencer.) It’s not a question anymore whether you should be on LinkedIn, it’s now how you should be on LinkedIn. Although you may feel comfortable with your current profile, are you truly maximizing your business opportunities on LinkedIn?
Read moreThere's a common misconception that hiring an agency to do your marketing is much more expensive than handling it internally. The trick about marketing is that it's not one single job that you're paying someone to do. There are many tasks and responsibilities that require a variety of skill sets. The salary of an individual who can do all of those things effectively is much higher than a monthly agency retainer fee. Hands down. "Marketing" is one word that encompasses a lot of components and gears and creative production. You may decide to outsource some of those pieces, while taking care of others in-house. So, the real question you want to ask yourself is: What parts of my inbound marketing strategy do I need to outsource, and which can I do internally? For some of our clients, they can't do anything internally. Whether it's a matter of time, resources, or ability, they're simply unable to take care of their marketing strategies on their own. Other clients have some experience with ...
Read moreAs we welcome 2021 into our home while 2020 sneaks out the back door, we can’t help but notice the mess the previous year left behind with it. Of course, by “mess” we mean the “temporary” changes that are slowly turning into a new permanent way of being.
Read moreLarge investments typically cause sticker shock. We get it. We hate sticker shock too. But if you make a smart investment, it really ends up paying for itself.
Read moreBuyers’ journeys have been around, and understood, for quite some time. However, every time a new market emerges or a new company forms, relearning the potential customer’s buyer journey is imperative.
Read moreAs we finally have the opportunity to throw our 2020 calendars directly into the trash, it’s time to begin putting a focus on what’s next. And if you’re a B2B company preparing for another year of unpredictability, it’s important to put an emphasis on marketing.
Read moreIn today's high-speed world, a website can feel outdated a month after it's redesigned, at least to the team that worked on it. While a month or even a year may not be enough to make your website outdated, there are some surefire ways to determine if your website is outdated and in need of a redesign.
Read moreWhether you find hashtags to be annoying or not, they’re an integral part of digital and social media marketing. With roughly 80% of the U.S population using social media, using hashtags in posts can get you and your business the attention it needs. By including hashtags in social media posts, users are able to search specific, topical terms and find your post if the hashtag correlates to their search term. Yes, this applies to B2B social media marketing too -- especially on LinkedIn. Hashtags allow you to stand out amongst competitors, as well as filter through the thousands of posts we see each day from friends, family, colleagues, and random social media accounts. To develop a rock-solid SaaS social media marketing strategy, learn why healthcare hashtags are so important -- and see our real-life examples!
Read moreAs technology changes, so does the way customers conduct their research. Just look at the healthcare and healthcare tech industries. It’s extremely common for potential patients to search the internet for information, products, or services relating to their medical needs. And the B2Bs who serve medical facilities are trying to get in front of the right person who’s typically researching software and devices via Google. As a result, businesses within the medical industry -- both B2C and B2B -- must have fully functioning and user-friendly websites. How else will patients find you in today’s world without a little SEO to even the playing field? Having a website is only a piece of the puzzle. A website alone will not get you ranked high in Google search results -- but medical SEO will.
Read moreRay Tomlinson sent the first networked email in 1971. Back then, an email was a way to copy a file to another user’s file directory. Email has evolved a lot since 1971, and email marketing has evolved right along with it. Because of smartphones and tablets, we have access to emails 24/7. And with more than 300 billion emails sent daily, you don’t want yours to get lost in the shuffle.
Read moreEvery business wants to increase website traffic. More traffic means more customers. While there are several options for increasing your traffic, not all of them are created equal or provide equal results. Having a system to constantly improve and increase website traffic is the best approach to drive new customers.
Read moreBuyer personas play a massive role in your inbound marketing strategy. After all, what good is a marketing strategy if you don’t know who you’re marketing to?
Read moreIt’s no secret that B2B trade shows are going to look much different in 2021. Is your business ready to make the necessary changes to the way you market at trade shows -- even if you’re not really there?
Read moreWhy does mobile matter for your email marketing efforts? According to OptInMonster, 78% of smartphone users check email on their phones. However, only 12% of email campaigns use responsive design. Not using responsive designs for email campaigns is doing yourself and your business a disservice. Responsive design mobile marketing emails generate 24% more clicks. What does it mean when nobody is optimizing their online efforts? It means there's an opportunity for you to outshine your competitors. You could follow the crowd and lag behind technology... or, you could blaze ahead and set the bar for your competitors and customers. 44.87% of the world's population owns a smartphone. Make your email campaigns responsive now to stay in front of tomorrow's prospects.
Read moreOne of the most common questions we get asked is, how long does successful inbound marketing take to produce results. On the surface, it seems like a straight forward question that should elicit a straight forward answer. One thing is for certain, successful inbound marketing is a marathon, not a sprint. You reap tremendous, compounding rewards with inbound marketing, but it doesn't happen overnight. The truth is, the timing of inbound results is dependent on a few factors.
Read moreFor B2B SaaS marketing companies, the stakes are higher.
Read moreAs an executive, you work hard to put the pieces in place to achieve your goals. Sales and profitability are always items on your list of goals. That means successful inbound marketing should be one of the pieces on your radar. Let's take a look at the skill sets needed for inbound marketing success.
Read moreSo you want to be a professional content writer. (Or maybe not, but your boss is making you do it anyway.) The only true way to become a decent writer is to practice, practice, practice. But you can't ask your boss, or team, or entire company to wait around while you do grammar exercises. What can you do, starting now, to ensure your copy is up to snuff?
Read moreIf you’ve stumbled on this article, you’re probably reassessing the way you approach sales/marketing efforts and feeling a little unsteady. Perhaps one of your biggest sticking points is, “How do I reach the right people in a digital space with an intangible product?” A better question (or two): “What is a buyer persona, and how will it help me reach those people?” A buyer persona is a semi-fictitious profile of your ideal customer. It consists of market analysis, current customer data, and hypothetical situations. A buyer persona touches on key information that could affect your marketing message, such as: Demographics Consumer behaviors Consumer goals/objectives Although relatively similar, buyer personas and target markets are not the same -- buyer personas are much more specific. Furthermore, SaaS buyer personas are different from regular buyer personas. And SaaS buyer journeys and marketing strategies greatly differ from traditional marketing strategies. Here’s what you need to ...
Read moreIn order for your company to succeed, you have to be recognized. Creating brand awareness for your B2B company will help drive business and increase sales. Is your B2B company the best-kept secret in the country? If so, I bet you would like to change that. Here's how.
Read moreIf you work in marketing, you understand the challenge of keeping up with keyword and Google algorithm updates that exist in the ever-changing world of search engine optimization (SEO). As a result, it’s important to keep track of all things SEO, including your meta descriptions, keywords, page performances, and so on.
Read moreContent marketing creates and distributes valuable, relevant, and consistent content that your customers will enjoy and learn from. It reaches potential customers and builds awareness of your current offerings. How do you know if you’re reaching potential customers and building awareness of your current offers? By setting and analyzing goals. Don’t create content for the sake of creating content -- that’s a waste of your time and resources. Content marketing must have clearly outlined and measurable goals in order to produce ROI.
Read moreWhat if annoyed customers didn’t shriek and run at the very sight of your company’s name or logo? What if they actually wanted reasons to visit your website? Creating a successful inbound marketing strategy will not only increase your website traffic, it will help your business stand out from competitors too.
Read moreWe love social media here. It’s so … so … multifaceted. Where else can you see industry trends, baby pictures, live news, “fake” news, and relationship drama all in one place?
Read moreIn simple terms, an A/B test compares two versions of a web page to see which one performs better. (Let’s call them version A and version B.) The tester shows the experiment to users at random. The tester then uses statistical analysis to determine which version performed better. A/B testing can be incredibly helpful when improving your inbound marketing strategy.
Read moreIt’s one thing to produce content that you find interesting. It’s another thing to produce content that your audience will find interesting. And it’s yet another thing to produce content that Google finds “interesting.”
Read moreHow does inbound marketing work? When most manufacturers think of lead generation through their website, they think of RFQs, Contact Us, etc... It's not always clear to them at first, how a lead is generated with the inbound marketing process.
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