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The LeadG2 Blog

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Laura MacPherson

Recent Posts

3 Things B2B Marketers Can Learn From B2C Marketers

Posted by Laura MacPherson

March 17, 2017

We often think of B2B and B2C as worlds apart, but as a colleague recently said, “Either way, you’re selling to a person.” And that’s the truth — whether the buyer is purchasing an iPhone or a consulting service, the buyer is a person with emotions, goals, and desires. Here are 3 things B2B marketers can learn from their counterparts in B2C.

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Topics: inbound marketing, lauramacpherson

3 Metrics That Will Tell You If Your Email Marketing Campaign Was Successful

Posted by Laura MacPherson

March 10, 2017

The ultimate goal of email marketing is more leads, more customers, and more dollars being spent. But sometimes it takes a few steps between hitting that “send” button and seeing these results. If you aren’t tracking what happens in-between, you’re not going to know how your campaign has performed or what to expect from your campaign in the coming months. Here are the three metrics we recommend tracking for every email campaign you send.

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Topics: email, inbound marketing, lauramacpherson

Inbound Marketing is More Than Just Business Blogging

Posted by Laura MacPherson

February 24, 2017

Business blogging is a great tool that companies can use to demonstrate thought leadership and communicate their level of expertise. It’s an ideal way to attract prospects who are trying to decide what company to hire, because it helps to build trust even before the first conversation happens.

But although blogging is great, the real power comes when it’s integrated into an inbound marketing system. What if you were able to capture the contact information of the people visiting your blog? What if you were able to learn exactly what these people are interested in, so you would know what to write about? What if you had a way to lead them from reading your blog to making a purchase? Inbound marketing can do all these things.

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Topics: inbound marketing, blog strategy, lauramacpherson

3 Steps to Get Sales and Marketing on the Same Team to Accomplish Your Goals

Posted by Laura MacPherson

February 17, 2017

Too often, Sales and Marketing are opposing teams in their organizations. Each department relies on the other to help create the results the company is looking for, and neither side wants to take the blame when results don’t happen. The battle lines are drawn. Sales criticizes Marketing for not generating enough quality leads, and Marketing complains that Sales isn’t working the leads they’re giving.

But it doesn’t have to be this way. Sales and Marketing are really on the same team, trying to get results together. And if your Sales and Marketing departments are in harmony, your company will reach your goals and get the kinds of results you’re looking for.

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Topics: sales and marketing alignment, lauramacpherson

Prevent Your Marketing from Sounding Like a Used Car Ad

Posted by Laura MacPherson

January 30, 2017

 

There’s a lot of bad marketing out there—websites, emails, and landing pages that sound more like used car ads than anything else. (No offense to used car dealerships. . . .) The “experts” and the “gurus” fill the interwebs with grand pronouncements and declarations, claiming that their “world class” methods help “thousands” of “Fortune 500 companies” “crush it.”

People can sniff out a fraud from miles away, and even if you’re not one of them, you sure don’t want to sound like one. Here are 5 ways to keep yourself from sounding sleazy.

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Topics: content marketing, inbound marketing

5 Questions You Need to Ask About Your Inbound Marketing Program

Posted by Laura MacPherson

January 25, 2017

You’ve created a piece of premium content that you’re proud of. You’ve designed a landing page with all the best practices represented. Your call-to-action (CTA) even makes you want to click on it. You’ve written a series of SEO-optimized blog posts on the same topic, and your content offer is appearing on each of the posts. You’re sharing the posts via social media. Everything is running smoothly.

But is your inbound effort successful, and what could make it more successful?

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Topics: inbound marketing, metrics, conversions, lauramacpherson

3 Resources to Help You Get Sales and Marketing Working Together Seamlessly

Posted by Laura MacPherson

January 13, 2017

If you work in Marketing, you're probably consumed with generating leads. If you work in Sales, you're probably concerned with closing deals. Because the two departments are usually siloed, it can be challenging to get them working together seamlessly. These three free resources will help you.

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Topics: sales and marketing alignment

How to Speak Your Prospects' Language

Posted by Laura MacPherson

January 4, 2017

David Ogilvy, called The Father of Advertising, said, “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language in which they think. We try to write in the vernacular.” 

How many times have you landed on a website that made your eyes glaze over and your brain turn to mush because the writing was full of jargon or just felt like it wasn't directed toward you? How long did you spend on that site?

To make your prospect stick around long enough to hear what you have to say, you’ve got to speak their language. Here’s how to learn the language your prospects speak.

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Topics: websites, inbound marketing, blogging

Our 5 Most Popular Posts from 2016

Posted by Laura MacPherson

December 19, 2016

We publish a lot of posts here in our effort to help folks get better results with their marketing. Every so often, we look back at our analytics to see which posts were the most popular, so we know what's of interest to people (and what we need to focus on with upcoming posts). 

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Topics: inbound marketing, Sales, blogging

Capture the Attention of the Media: 7 Steps to Get Started with Inbound PR

Posted by Laura MacPherson

December 12, 2016

If you’re familiar with inbound marketing, you know it is an ideal way to attract the interest of prospects. But the inbound methodology can also be used for PR—to attract the interest of journalists, influencers, and others with audiences you want to reach.

Just like the buyer’s journey has changed, the way PR is conducted has changed. Mass distributing press releases no longer works very well. Journalists, bloggers, and publishers have inboxes overflowing with press releases and pitches.

Outbound PR interrupts. On the other hand, inbound PR attracts the same way inbound marketing works: through content designed for a particular audience with particular needs.

Experienced PR professional and consultant at HubSpot, Iliyana Stareva suggests a helpful strategy for doing PR in the inbound way. Here are the steps to follow:

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Topics: inbound marketing, promotion

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