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As marketers, we all face similar challenges. Proving ROI, optimizing your website, training (and retaining) a team of marketers. The difference in our problems lies in which of those challenges are harder to overcome or which challenges we choose to prioritize at any given time. Regardless of those differences, here…

The key to attracting visitors and converting them into leads depends on two factors: a buyer persona and the buyer’s journey.  In this blog post, we’ll explore how to best optimize your content for a particular location along the buyer’s journey (to learn about buyer personas, click here).

Successful businesses don't just wake up one day and decide that they are going to be number one. It takes a well thought out game plan that is implemented with precision and expertise. Successful inbound marketing is no different. In order to attain real success in inbound marketing, you must have a game plan…

Are you struggling to stay afloat among the endless emails, meetings, and looming deadlines?  If so, you may not like what I’m about to say. You need to carve out time to segment your contact list. Why? You will undoubtedly better meet the needs of your buyers while achieving better…

Content marketing consists of not only creating the content, but constantly analyzing and optimizing the content as need. It’s a reliable and cost-effective way to generate leads you can nurture and eventually close. However, what happens when your content is struggling to prove ROI? Exactly. You don’t get leads and…

B2B inbound marketers are obsessed with metrics. We measure all kinds of things like email opens, and clickthrough rates, and A/B test results -- all to help us find little things that we can use to tweak our results. But your CEO isn't particularly interested in those metrics. She wants…

About a month ago, I submitted my name and email address online in order to download an eBook I was interested in. Because of my work in inbound marketing, I expected that I would now be on this company's email mail list and possibly in some sort of lead nurturing…

A common theme in our “common mistakes of” and “How to improve” type of blog posts is the use (or lack of use) of buyer personas. Buyer personas and the buyer’s journey are invaluable tools in inbound marketing. The goal of both is to ensure that content is relevant to…

I was recently talking to a colleague about how outbound B2B sales used to be 'back in the day.' I heard tale of plowing through endless 'cold' lists in order to qualify phone numbers, having to do battle with the gatekeeper to get to a decision maker, and after countless attempts finally getting…

When it comes to inbound marketing, lofty expectations don’t always reflect reality. Marketers cannot expect to accomplish their inbound goals without adopting a few crucial elements into their strategy. While there is no one path to guaranteed success, at a minimum, the following six elements should be integrated into your…