For B2B organizations, generating traffic to your website is one of the most important initiatives in any marketing organization. The other is ensuring the traffic you are able to generate is qualified and will convert once they arrive. Without a clear and compelling value proposition, you may be missing the opportunity to convert people that are looking for your product or service.
Inbound marketing is a strategy that earns the attention of customers and helps make a company easy to be found. It utilizes many forms of awareness marketing – content marketing, public relations, blogs, SEO, social media and more – to create brand awareness and attract new business.
That is a good question. We find that many people use the terms inbound marketing and marketing automation interchangeably when in fact they have very different meanings. The term marketing automation has been around since the 1990s while the term inbound marketing is relatively newer and was coined by HubSpot co-founder and CEO Brian Halligan in 2005.
Happy New Year! Many of you have your marketing budget and strategy in place and are beginning to execute on the plan as we enter 2016. Wouldn’t it be nice to enter the New Year with a quick hit inbound marketing campaign that generates some fast leads for the sales team?
Not too long ago I took my teenage daughter on several college tours. We drove a thousand miles and visited several colleges and universities. Seeing it through the eyes of a sixteen year old really hit home the importance of marketing, messaging and branding.
If it is done well, you make the short list, if it isn’t done well, and as any teen parent can attest, you are quickly dismissed.
As marketers, one of our most important roles is to help generate leads for our companies. Whether we are placing ads, exhibiting at tradeshows, sending email blasts, developing content, working with journalists, engaging with analysts, or conducting webinars or direct mailings, we are all just trying to reach potential customers and bring in leads to our company. But reaching the right customer is getting harder and harder and generating quality leads has its challenges: