We recently had a client whose two major industry trade shows were cancelled. These events typically generate approximately half of their leads for the year. This challenged our agency to quickly pivot and think of creative ways to make up for those lost leads online. Working hand in hand with their management and marketing team, we’ve helped them to host several webinars and implement paid search and LinkedIn campaigns – tactics that are highly measurable and scalable – all within a few weeks.
As digital transformation continues to change the way we do business, it’s also opened the doors to a variety of new or evolving ways to improve the marketing efforts of brands and organizations. Innovations in media, platforms and technology played a large role in digital marketing in 2019. So, what does the next year have in store for us? Here are five strategies you should consider implementing to help you achieve your marketing goals in 2020.
Seventy percent of companies say closing more deals is their top priority. And yet the percentage of salespeople making quota has dropped from 63 percent to 53 percent over a five-year period (CSO Insights).
On September 3-6, over 26,000 marketing execs and industry thinkers from around the globe joined guest speakers Katie Couric, Jennifer Garner, HGTV stars Chip and Joanna Gaines and many others at the Boston Conference and Exhibition Center for HubSpot’s INBOUND 19 Conference. And we were there as well, enjoying four days of inspiring talks centered around Inbound Marketing, with energetic events and educational sessions.
You know those names and email addresses in your marketing database? They’re called “contacts” for a reason. You’re supposed to stay in contact with them in order to nurture your relationship with them, engage them with new content and keep them up to speed on the latest news, sales or products and services your business offers. Unfortunately, managing contact lists and sending individual email messages requires a lot of attention including manual data entry other time- (and soul-) sucking tasks.
“The buyer’s journey” is the path buyers goes through from the time they become aware of a new product or service to the time they make the purchase. It’s an easy enough concept to grasp because each and every one of us takes this journey. Sometimes, it’s a long voyage involving research, product testing and financial considerations, like when we buy a car. Sometimes, it’s a very short trip, like when we grab the package of peanut butter cups displayed by the checkout counter.
From a Slug to a Lion
By John McHugh, President, Brainstorm Studio
Recently I had the pleasure of attending HubSpot’s “Pipeline Generation Bootcamp,” hosted by the wildly enthusiastic and energetic Dan Tyre – the #6 original employee at HubSpot and their in-house sales guru.
Finding the ideal customer is a dream come true and can quickly lead to higher sales and profits for your business. But before you dive into marketing campaigns to reach these customers – you must first define them. That’s where buyer personas come in.
You know your business better than anyone. You know exactly what you want to communicate to your present and prospective customers and devote a lot of time to producing quality content and getting the right message across. Marketing automation makes it all happen. How can you quantify the results of your inbound marketing program to make sure you’re getting a solid return on your investment? This can be a little tricky; here are some smart pointers to track your inbound marketing efforts to maximize success.
While you left your desk to get a cup of coffee – actually while you even thoughtabout leaving your desk to get a cup of coffee – something remarkable happened: Influencer marketing became one of the hottest B2B marketing tactics.