I 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:
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It'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.
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You 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?
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When 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.
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Many 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.
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If 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?
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Marketing 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):
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(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.)
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If you are executing digital marketing, congratulations! You are most likely already one step ahead of your competition, and making strides to meaningfully connect with prospects online. But, how do you know if you’re seeing continual success year over year, and improving your metrics?
Without the tools in place to analyze and benchmark your efforts, it is impossible to scale your online marketing and ensure continuous success.
