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The LeadG2 Blog

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Laura MacPherson

Recent Posts

Dani Buckley to Speak at INBOUND 2017 on How to Use a Sales Playbook to Sell Smarter and Faster

Posted by Laura MacPherson

September 20, 2017

We're excited to announce that Dani Buckley will be speaking at INBOUND 2017

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Topics: inbound marketing, HubSpot, inbound sales

We're Excited About INBOUND 2017!

Posted by Laura MacPherson

September 15, 2017

In just a little over a week, we'll be heading to Boston for HubSpot's annual INBOUND conference. We're excited about what we'll learn and the ideas that are always generated at this fantastic event! Over 300 educational sessions and highly-anticipated keynotes are on the agenda, and we can't wait. Here are a few things that our team is looking forward to.

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Topics: inbound marketing, HubSpot

Why Managers Fear Change, and How We Limit our Success by Avoiding It

Posted by Laura MacPherson

September 1, 2017

Everyone fears change to some degree. There’s a psychological reason why the thought of shaking things up at work makes us nervous, and why we’re uncomfortable transitioning to new systems. Psychologist and researcher Heidi Grant Halvorson, PhD, explains that humans are wired to avoid change.

Fear of Change Hurts Us

But fear of change hurts us, because the world is changing. Consumers have access to new technologies. B2B buyers have choices they didn’t used to have. People are evolving and adapting their buying habits. They take advantage of voicemail and caller ID, and their eyes have become trained to focus only on what they have to. They’re listening to what their peers have to say about their business challenges (and about the companies who sell solutions to those challenges) on social media.

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Topics: inbound marketing, Sales, lauramacpherson

Your Brand’s Competitive Advantage: Relationship

Posted by Laura MacPherson

August 25, 2017

In an age where we’re all spending 12+ hours a day staring a screen, where nearly everything is automated, people crave the human element. They crave relationship. The need for human connection is why social media is so popular—in spite of the fact that it’s also elusive on online platforms.

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Topics: professional branding, media, lauramacpherson, professional services

5 Ways to Write an Interesting Blog Post on a Boring Topic

Posted by Laura MacPherson

August 14, 2017

B2B businesses aren't as fun and exciting as B2C businesses, right? Well, you may not be selling sexy sports cars or hot new smartphones, but B2B doesn't have to be boring. Even if you're a CPA firm or a software development company or staffing agency. Here are five strategies you can use to transform boring topics into interesting blog posts that people will want to read.

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Topics: media, lauramacpherson, professional services, blogging

Is There a Difference Between Inbound Marketing and Lead Generation?

Posted by Laura MacPherson

August 4, 2017

Marketing is notorious for its jargon. And while the terminology itself isn’t really important, what you do need to know is how these strategies and tactics can help you. In this post, we’re going to look at inbound marketing and lead generation, and what each can do for you.

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Topics: lead nurturing, lead generation, inbound marketing, media, lauramacpherson, professional services

5 Tools to Position Yourself as an Expert in Your Field

Posted by Laura MacPherson

July 21, 2017

If you’ve got rare disease, you’re not going to rely on a family doctor for treatment. You need someone who knows everything there is to know about the specific disease you have. You’ll pay more to go to a specialist, but you’ll gladly do so if it means getting rid of your pain.

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Topics: thought leadership, inbound marketing, media, lauramacpherson, professional services

How Many Leads Do You Need? [Infographic]

Posted by Laura MacPherson

July 10, 2017

In order to meet your revenue targets, you'll need to know how many leads you need to get there. This infographic will help you do the math.

First, determine your annual revenue target and divide it by your average sale, in order to discover the number of wins you need. Then work from the bottom up to learn how many top-of-the-funnel leads you need.

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Topics: lead generation

6 Elements to Add to Your Company Website to Generate More Leads

Posted by Laura MacPherson

June 30, 2017

A recent study by Google shows that 89% of B2B buyers use the Internet during the research process. Whether you get a call from these prospects or whether your competition does instead will depend on how well your website does its job. Here are six elements you can add to your site to generate more leads.

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Topics: lead generation, websites, lauramacpherson, professional services

4 Lead Nurturing Email Workflows You Can Use at Each Stage of the Buyer’s Journey

Posted by Laura MacPherson

June 23, 2017

First, what’s a “workflow”? It’s used by HubSpot and others to describe a series of automated emails that are sent to contacts for lead nurturing. 

You probably already have workflows set up around your premium content campaigns, sending follow-up emails with content related to what a prospect downloaded or signed up to receive. (If not, get on that! It’s a great place to start with lead nurturing.)

But workflows can be especially effective when they’re tied to a prospect’s stage in the buyer’s journey. Prospects who’ve done considerable research and are already familiar with what you offer need something different than those who have just started looking at different options to solve their issue. Here are four workflows you can use at each stage of the buyer’s journey.

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Topics: lead nurturing, inbound marketing, lauramacpherson

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