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The Tracking URL: When to Use it and Why it Matters

Posted by Dani Buckley

March 24, 2017

 

Marketing automation software is created to make our lives as marketers easier and more effectivethough sometimes the plethora of tools can be a little overwhelming and we might even forget to use some along the way. I’m here today to remind you of the small but mighty tracking URL. Let’s dive in with some Q&A:

What is a tracking URL?

A tracking URL is a normal URL that has a “token” associated with it (on the end of the URL). It allows traffic driven to a page or website to be properly sourced depending on the individual place(s) you used it. When used with a marketing automation platform, like HubSpot for example, it will be seen in your Sources Report where it separates the different traffic from each URL.

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Topics: inbound marketing, danibuckley, metrics, marketing automation

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

Getting Back to Basics – Know Your Market

Posted by Dean Moothart

March 6, 2017

Marketers have a lot of “bells and whistles” that can keep us busy. Blogging, content, SEO, marketing automation, email campaigns, CRM, nurturing workflows, webinars, landing pages, ad words, social media, pay per click, banner advertising, retargeting. There seems to be a never-ending list of strategies and tactics we can invest in and deploy.

It’s important to understand, though, that not every tactic will be successful for every organization. Nor should every organization feel obligated to try every tactic. It’s understandable for marketers to want to try new things—especially if their current tactics aren’t producing the results needed to grow the business. However, it can be easy for marketers to spread themselves too thin. When this happens, they run the risk of creating a lot of activity but not creating successful results.

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Topics: understanding target audience, inbound marketing, target personas, deanmoothart

How Many Times Should I Follow Up With an Inbound Lead?

Posted by Dani Buckley

March 3, 2017

As with most marketing and sales questions, there is a short and long answer to this question. The short answer is: as many times as it takes. The longer answer isn’t quite so black and white.

Let’s start with exploring why someone would ask this question in the first place. What I’ve found in my many years, working with companies of all shapes and sizes, is that there is a natural inclination to treat inbound (or website or marketing) leads very differently than prospects identified and cultivated by individual salespeople. This is especially true for those industries that still rely heavily on cold calling.

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Topics: lead nurturing, inbound marketing, danibuckley, inbound sales

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

5 Traits of a Successful Inbound Marketing Manager

Posted by Dani Buckley

February 20, 2017

Whether you’re looking to hire someone inside or outside of your company to run your inbound marketing, there are some specific traits, talents, and skills I’ve found over the years that can better set your company up for success if the candidate has them.

This is certainly not an exhaustive list, but it can help you identify the right partner or hire when making this important decision. It can also help you determine if hiring internally or finding a partner might be better for your needs.

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Topics: Management, inbound marketing, Hiring an Agency

Inbound or Outbound? Why They Go Together Like Peanut Butter and Jelly

Posted by Dani Buckley

February 15, 2017

It’s easy to put inbound marketing and outbound tactics into two completely separate buckets. We’ve got online lead generation, content marketing, blogging, thought leadership, lead nurturing, SEO, and organic social media that fall under the umbrella of inbound marketing. While TV and radio ads, database marketing, cold-calling, digital ads, paid search, and sponsorships fall under outbound. However, what I’ve come to believe is that neither is as strong on its own as it would be if integrated with the other.

You see, “Together we stand, divided we fall,” is a great patriotic motto but it is also very applicable to marketing and sales tactics.

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Topics: digital marketing, inbound marketing, danibuckley

The Digital Marketing Swiss Army Knife

Posted by Brian Hasenbauer

February 13, 2017

Let's list a bunch of marketing terms and then look at what they have in common: growth hacking, social media pay-per-click, sponsored ads, analytics, email marketing, web design, SEO, HTML, blogging, SEM, online reviews….  

What do all of these have in common? If you guessed that they are all confusing and somewhat complex, you are right. If you guessed that they are all under the umbrella of “digital marketing,” you would be correct again.

Digital marketing is a relatively new field of marketing. Newspapers have been around since the invention of the printing press, and television advertising has been around for at least 60 years. Yes, digital marketing is the new kid on the block; according to trends in advertising, it’s also the big kid on the block. In 2016, digital advertising surpassed television advertising for the first time; it is expected to grow faster than any other media type.

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Topics: digital marketing, inbound marketing, brianhasenbauer

What Inbound Marketing Isn't (+ 2 Words to Help Understand What it Is)

Posted by Dean Moothart

February 1, 2017


A lot has been written about the benefits of inbound marketing and how inbound marketing is critical to the growth objectives of most any business. I speak with many people who boldly proclaim that inbound marketing is the future and they are fully invested in making inbound marketing work for their business. And then, moments later, they quietly admit that they still don’t clearly understand what inbound marketing really is and they have no clue if they’re actually doing it right. If I just described you, don’t feel alone. A lot of people feel the same way. I talk to them every day.

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Topics: inbound marketing, deanmoothart

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