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Or How to Get the Most Bang from Your Inbound Marketing Buck
While marketing budgets are growing and more and more companies are leveraging inbound marketing, many CEOs want to know: what returns are we getting out of our investment to prove that inbound marketing is the way to go?
One, inbound has supplemented outbound in terms of clearly measurable ROI; two, the ROI areas prove the effectiveness of inbound marketing; and three, 10 metrics to consider when measuring inbound ROI.
Topics: Content marketing, Content, Marketing, Persona, Inbound marketing, Customer communications
Marketers increasingly recognize that if they want higher ROI, more qualified sales leads, lower cost per acquisition, and increased brand authority, inbound marketing is essential.
Inbound marketing is unlike traditional outbound marketing approaches that have marketers vying for customers’ attention via ads, trade shows, and cold calling. Instead, inbound focuses on having potential leads come to you via company-created content that drives visitors to your website, engages them, and helps your sales team convert them into customers and loyal brand followers.
Topics: Blog, Content, Marketing, Social media, Inbound marketing, Customer communications, Audience, Personas
How to hire an A-team that delivers quantifiable results
Topics: Public relations, Journalist, Content marketing, Content, Marketing, Metrics, Social media, Persona, Inbound marketing, Audience, Personas, PR, Corporate communications, SEO
With the ever-increasing volume of generic marketing content thanks to AI tools, it’s critical that companies make greater efforts to stand out. That’s why sales enablement content is more important than ever.
By aligning content with the buyers’ journeys and providing the information they seek at every touchpoint, marketers elevate their brand's credibility, instill trust, and drive conversions.
Topics: Content marketing, Content, Sales, Sales qualified leads (SQL), Sales enablement content
Salesperson Brandon started a new job at a cybersecurity start-up called Bait, protecting organizations from ransomware. Two months into the job and he is struggling to close deals.
“I don’t know what to do when they voice concerns,” Brandon explains. “It’s like I have nothing to say.”
Brandon’s boss is confused. “Just answer their questions.”
That isn’t enough..
Topics: Content, Sales, Sales enablement content
Social media always needs to be in complete synch with inbound and content marketing, PR, and customer communications. This is especially critical when it comes to the PESOTM model (created by Gini Dietrich), which drives brand awareness, reputation, and sales by integrating Paid, Earned, Shared, and Owned media, maximizing content.
Topics: Content marketing, Content, Customer communications, Corporate communications, SEO, PESO, Paid media, Earned media, Shared media, Owned media
Your sales teams can exceed expectations if you have the right materials at the right time for the right customer – we’re talking about bringing “What’s in it for me” to whole new levels.
Topics: Content marketing, Content, Message, Sales, USP, Sales funnel, Sales enablement content, UVP
The PESO model is an integrated approach that strengthens your ability to leverage your thought leadership content, building trust and credibility with audiences across multiple channels.
Topics: Content marketing, Content, Customer communications, Corporate communications, SEO, PESO, Paid media, Earned media, Shared media, Owned media
Cybersecurity companies, whether established or startups, are clamoring for coverage from an increasingly shrinking pool of journalists.
Topics: Public relations, Content marketing, Content, Social media, Cybersecurity
At the end of the day, businesses market to people, not to faceless decision-making committees or a bunch of same-demographic consumers. Whether you’re selling to CEOs or stay-at-home dads, your marketing should speak to individual customers - think “human” instead of “the client” or “the client company” - each with his or her own tastes, interests, expectations, preferences, life, and work situations.
Topics: Content marketing, Content, Marketing, Brand, Customer communications, Audience, Messaging, Corporate communications, ABM, PESO