INBOUND ACCELERATOR

Outsourcing some aspect of a marketing program is a reality for half of all marketers today. There are simply so many tasks to be performed and channels to understand that doing everything within a small department is often impossible.

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Topics: Collaboration, HubSpot, Management, Agency Partners

When it’s time to find extra resources—staffing, expertise, technology—for your company’s marketing strategy, there are many options and a number of considerations that will influence your decision.

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Topics: Collaboration, Public Relations, Strategy, Writing, Management, Marketing Lessons, Integrated Marketing & PR, Agency Partners, Design

We understand how stressful it can be as a CMO to turn work over to an outside agency and just step back and put trust in them. You know that whatever the results are, you as the CMO will have to answer to the rest of the leadership team on your company. And that makes it tempting to want to stay right on top of everything.

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Topics: Collaboration, Planning, Public Relations, Infographics, Client Success Stories, Agency Partners

How often does your marketing department share information with sales? What about the flow of information the other direction, from sales to marketing?

Let’s face it — not everyone works in companies where the two departments work well together. In fact, according to HubSpot’s State of Inbound Report, as many as 1 in 3 marketers and sales professionals say their two departments are not well aligned. And that hurts results for everyone.

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Topics: Collaboration, Closed-Loop Marketing, Service Level Agreements, Management, Sales-Marketing Alignment

In most B2B marketing, the road from first contact to a sale is a long one. It takes time for a prospect to develop trust, and many B2B purchase decision makers begin researching options long before they will be choosing a solution. So why would you want to send every contact immediately to the sales department?

You wouldn’t. And hopefully you aren’t. Hopefully, you are implementing lead nurturing to deepen a connection with leads through automated emails and watching for triggers that indicate a lead is moving down the sales funnel.

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Topics: Collaboration, Personas, Lead Qualification, Sales-Marketing Alignment

Whether it’s your car’s wheels, your spine, or your company’s marketing and sales departments, when things are out of alignment, it causes problems. But when everything is aligned, everything works more effectively and efficiently, without the headaches and hassles.

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Topics: Collaboration, Strategy, Service Level Agreements, Management, Sales-Marketing Alignment

At first glance, the primary purpose of marketing content (or content marketing) is to attract website visitors and convert them into leads. That is why companies are dedicating more and more time and resources from the marketing budget into writing blog posts, creating videos, or developing downloadable materials such as case studies and templates that are designed to bring prospects to their websites.

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Topics: Collaboration, Content, Sales

How well do your marketing and sales teams work together to achieve joint corporate goals?

I know, that can be a loaded question. The good news is that two-thirds of the marketing and sales professionals and company executives who responded to HubSpot’s 2017 State of Inbound survey said their departments were either tightly aligned (which a service level agreement in place) or generally aligned.

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Topics: Collaboration, Service Level Agreements, Sales, Sales-Marketing Alignment

Closing B2B sales can require a large investment of resources — time and money. If your business wants to get the most return on that investment, it doesn’t make sense to ignore the ways marketing can set sales up for success.

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Topics: Collaboration, Lead Qualification, Sales-Marketing Alignment

The importance of having marketing and sales on the same page was spelled out again (I’ve talked about marketing and sales alignment in the past) in the 2017 version of HubSpot’s State of Inbound Report.

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Topics: Collaboration, Statistics, Service Level Agreements