INBOUND ACCELERATOR

By now, all of your marketing should be working together cohesively—online and offline. Even when this infographic was first released by Visualistan back in 2016, 98 percent of marketers already realized that there was no distinction between the two.

The good news: Marketers overwhelming told HubSpot in recent surveys that email engagement had increased over the previous 12 months. Fantastic!

If nothing else, the COVID-19 pandemic has solidified the need for businesses of all kinds to lean even harder into the digital space, from retail purchases (which were already projected to reach $4.5 trillion next year, BEFORE coronavirus shutdowns struck) to how B2B brands reach their prospects in a world without in-person events and conferences.

How would you describe your email marketing strategy going into 2021? Are you using strictly promotional emails? Sending out editorial-based emails? Segmenting email marketing based on behavioral cues from your contacts?

I know that lead nurturing is something a lot of marketers are trying to figure out and perfect. That’s why the #2 download from our Inbound Marketing Learning Library is our Lead Nurturing Workflow Template. (See the rest of the top 10 here.)

Some sources say that only 25 percent of new inbound marketing leads are actively looking to buy when they first enter your system; some say it is fewer than 1 in 10. That means that all your new leads really want when they first access an offer on your website is information.

And what you want is engagement and a connection, so that when they are ready to buy, you’re at the top of the list.

Email marketing is an important element in any inbound marketing program, especially for connecting with leads who convert on your website, in order to offer additional content and value that may lead to a completed sale. So what factors lead to effective use of email marketing for inbound?

Email marketing is an important element in any inbound marketing program, especially for connecting with leads who convert on your website, in order to offer additional content and value that may lead to a completed sale. So what factors lead to effective use of email marketing for inbound?

Are you still doing email marketing the same way you did 10 years ago? Or even 2 years ago?

It may be time for a review, as email is changing just as rapidly as every other aspect of B2B marketing and life in general.

Automated lead nurturing is a key marketing tool that provides you with the ability to develop and maintain connections with prospects and leads without going directly to the labor-intensive aspects of direct contacts with sales personnel.