INBOUND ACCELERATOR

A blog dedicated to advancing inbound marketing and PR

     

5 Ways Lead Qualification Can Improve Sales Conversion Rates

September 05,2019 | BY: Kristin Jones

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

Lessons From 15 Years: Remember Not All B2C Purchase Decisions Are Emotional Impulse Buys

July 11,2019 | BY: Kristin Jones

It can be tempting to think of all B2C marketing as being the type of impulse decision to which you can appeal with an emotion-driven campaign showing happy, strong, cool people. Not everything is as simple as a refreshing soft drink on a hot day or a pair of shoes that totally make the outfit.

At JONES, we have experienced the side of B2C marketing that requires engaging consumers with useable and useful information, understanding that larger investments have a longer sales cycle, and that especially now, with the world in our pocket, consumers research a wide range of products before making their final decision. The lessons we’ve learned through marketing financial services, higher education, personal electronics and even nutritional supplements for endurance athletes can be applied to a wide range of other B2C products and services.

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Topics: Social Media, Public Relations, Personas, Marketing Lessons, Life Sciences, Education marketing, Client Success Stories, FinTech marketing

6 Ways To Pinpoint Customer Pain Points For Marketing Content Ideas

April 17,2019 | BY: Kristin Jones

For most businesses — especially B2B brands — it is no longer enough for marketing content to sell. Marketing content needs to solve problems for customers.

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Topics: Content, Personas

7 Questions to Help You Choose Mid-Funnel Content

October 30,2018 | BY: Kristin Jones

As you craft each inbound marketing campaign, some of the most challenging content to get right is the middle of the funnel material. What will be useful for those newly-acquired leads who are actively researching solutions, but still a ways from making an actual decision?

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Topics: Sales Funnel, Content, Personas

5 Steps To Understand Your Audience

June 06,2018 | BY: Kristin Jones

We’ve talked in the past about setting goals and “doing the math” — you can’t know if you are succeeding, if you don’t know how to define success — but there is another step to take that has a similar ring to it:

You can’t sell if you don’t know who you are selling to.

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Topics: Branding, Personas

Match Buyer Personas, Message & Content Across Departmental Lines

May 01,2018 | BY: Kristin Jones

Who is your marketing content talking to? Who is PR reaching? And what message does sales need to target to maximize ROI and bring in the most profitable customers?

If those targets and message don’t align from one department to another, you have a problem. While there are different types of alignment (here’s a look at aligning goals and expectations between departments), aligning the main message across all departments in order to focus on the best possible customers can be achieved by first creating solid buyer personas.

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Topics: Content, Personas, Sales-Marketing Alignment

Create A Great Customer Persona [downloadable sample]

February 13,2018 | BY: Kristin Jones

One of the first questions to consider when creating a marketing strategy or any individual piece of content to fuel that strategy should be this:
Who am I trying to reach?

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Topics: Planning, Personas

How to Create Insightful & Actionable Buyer Personas

January 17,2018 | BY: Kristin Jones

Who are your customers? What are their needs? How do they like to get information? What is most important to them in making a purchase decision? What prevents them from buying?

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Topics: Planning, Personas

Quick Tip: Target Your Marketing With Detailed Customer Personas

September 04,2017 | BY: Kristin Jones

Pop quiz: Who is your best customer?

5 … 4 …. 3 … 2 …

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Topics: Planning, Personas

3 Reasons You Need Customer Personas

August 29,2017 | BY: Kristin Jones

As marketers tackle branding—whether introducing a completely new brand or rebranding an existing company, product or service—the most focus is rightly on defining what the brand means. But there is another step that too many people overlook: defining the customer.

Who is buying your product or service?

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Topics: Personas, Sales

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