Category

Inbound Marketing

How to Create a Sales-Marketing Service Level Agreement (SLA) at Your Company

sales-marketing-alaniz
This blog post is part of “The Ultimate Guide to Lead Generation” blog series. Service level agreements are the holy grail for sales-marketing collaboration. The prizes are predictable lead generation and sales conversion that runs like a Swiss watch. In the world of online marketing and sales, it is more important than ever that these two functions be closely aligned. Why? Because in the digital world, marketing is tasked with generating leads. Because buyers of everything shoes and books to medical and manufacturing technology research products online long before they contact a sales person. Where previously customers may visit a...
Read More

When to Use a Sales Template In Place of a CRM

sales-marketing-alaniz
Keeping tabs on key business metrics is a challenge for most executives. What’s going on out there? Are we getting the right kind of traffic, leads and sales through our marketing efforts? Is the sales team doing a good job of closing? Where can we improve? Customer Relationship Management (CRM) software was developed to keep all of this information in one place. Originally a fancy contact database, CRM software has evolved into powerful toolsets that allow sales and marketing leaders to analyze performance in both areas--how many leads are coming in? Where are they coming from? What happens once they...
Read More

Closing the Loop Between Marketing and Sales

sales-marketing-alaniz
This blog post is part of “The Ultimate Guide to Lead Generation” blog series. Closed loop marketing is the holy grail of sales for most companies. It means that you can track every dollar of revenue back to marketing initiatives to determine ROI. Customer Relationship Management (CRM) software has been a must-have for businesses that are serious about growth. Managing contacts, know where they are in the purchasing process, centralizing communications and logging all pre- and post-sales activities help companies take better care of their customers. In recent years, marketing automation platforms have helped marketers similarly manage and control the...
Read More

Introduction to the Inbound Marketing Framework

inbound-method-alaniz
This blog post is part of “The Ultimate Guide to Lead Generation” blog series. The inbound marketing framework is a lead generation system designed to help businesses engage people as they look for solutions to their business and personal problems. The framework is aligned with the inbound marketing strategy, which recognizes the three stages of a buyer’s journey: an awareness that the buyer has a problem, consideration of various solutions, and a decision to purchase the solution that the buyer has decided is the right one. Source: HubSpot The inbound marketing framework is divided into three corresponding stages: attract people...
Read More

Introduction to the Buyer’s Journey

This blog post is part of “The Ultimate Guide to Lead Generation” blog series. Inbound marketing is a term that refers to a marketing strategy developed in response to how the Internet has fundamentally changed the way people buy everything from books to farm machinery. They research online long before they will contact a company. Read on or watch the video to learn more. So what is a company to do? Buyers don’t look to traditional channels nearly as much as they used to--ads, telemarketing, direct mail--these all interrupt people, usually when they are not shopping. OK, maybe once a...
Read More

2017 Lead Generation Technology Stack

lead-generation-technology-alaniz
This blog post is part of “The Ultimate Guide to Lead Generation” blog series. Technology for lead generation has come a long way in the past decade. From the early days of contact databases, bulk email and basic websites, we are now able to perform advanced targeting, segmentation, scoring and personalization to attract, convert and close new business in ways that delight rather than hassle prospects. The goal is to identify and communicate with target audiences as they search for solutions to their business and personal problems. If you’re new to lead generation technology, here is a basic overview of...
Read More

6 Keys to Successful Lead Nurturing

lead-nurturing-alaniz
This blog post is part of “The Ultimate Guide to Lead Generation” blog series. Lead nurturing is the process of guiding people through the inbound marketing framework--attracting visitors to your website with SEO; converting anonymous visitors to leads with helpful, high-quality content; and closing leads to customers by convincing them that you have the right solution for them. Sounds easy, right? Well, of course, the devil is in the details. When people jump online to search for solutions to their personal and business problems, there are thousands of ads and links vying for their clicks and everything in the lead...
Read More

How to Choose an Inbound Marketing Agency

choose-marketing-agency-alaniz
This blog post is part of “The Ultimate Guide to Lead Generation” blog series. In less than a decade, inbound marketing has grown from a novelty for online businesses to a requirement for just about any business. That’s because the way people buy things has changed. Whether purchasing complex manufacturing equipment or the latest bestseller, just about everyone researches online to gather information and see others’ recommendations and ratings before contacting a supplier or making a purchase. Inbound marketing is the process of getting found for those buyers searching for the solutions you offer. Can You Do Inbound Yourselves? Inbound...
Read More

2017 Guide to the Marketing Agency Landscape

agency-landscape-alaniz
This blog post is part of “The Ultimate Guide to Lead Generation” blog series. If you are struggling to succeed at marketing in the digital age, you’re not alone. A 2016 report published by SmartInsights found that 47 percent of businesses are attempting to do digital marketing with no strategy. If not a recipe for disaster, it’s a recipe for an inefficient use of time and money. What business can afford that? The good news is that there are many resources out there to help you. From online guides and training videos, to marketing agencies that specialize in various parts...
Read More

Buyer Persona Template

create-buyer-persona-alaniz
This blog post is part of “The Ultimate Guide to Lead Generation” blog series. Buyer personas--generalized representations of your ideal customer--are critical to effective digital marketing. Everything from web pages to emails to blogs to ads to social media posts will be more effective when tuned to reach a very specific target audience. The best buyer personas come from deep knowledge of your customer base, and can be built from customer interviews, research, input from sales teams, and more. Below is a template to help you create effective, comprehensive buyer personas. Download this template here. This blog post is part...
Read More