INBOUND ACCELERATOR

Complete integrated marketing campaigns require a wide range of content targeted to fit the needs of prospects and customers throughout the buying cycle, from initially generating awareness of your brand and products to providing the sales enablement content and detailed information leads needed to make a final purchase decision.

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Topics: Writing, Content Creation, Sales-Marketing Alignment

In the game of Battleship, the largest ship on the board is the aircraft carrier, and taking it out requires five direct hits. But some of the smaller ships can only sustain a couple of hits before they no longer stay afloat.

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Topics: Lead Nurturing, Inbound Marketing, Content, Personas, Sales-Marketing Alignment

If we asked your sales team today where their best leads come from, what would they say?

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Topics: Lead Nurturing, Lead Generation, Lead Qualification, Sales-Marketing Alignment, Templates

Inbound marketing is a holistic approach. You can’t focus strictly on one aspect (for example, an advertising campaign to increase website traffic).

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Topics: HubSpot, Sales, Infographics, Sales-Marketing Alignment, Agency Partners

One of the most common questions I’m asked is this:

How much website traffic, and how many sales leads, do we need to generate to enable our company to achieve its revenue goals?

That’s a very good question, and it’s one you should be asking, because everything you do as a marketer should be focused toward the end goal of achieving your company’s objectives. And we know that marketers who set goals are 4x as likely report success as those who don’t.

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Topics: Goal Setting, Service Level Agreements, Sales-Marketing Alignment, Video blog posts

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

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