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The LeadG2 Blog

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3 Ways CRMs Contribute to Sales and Marketing Alignment

Posted by Laura MacPherson

June 2, 2017

Sales and marketing alignment is a hot topic. As companies grow and invest more into both their sales and marketing departments, what used to be a team of two or three people becomes a team of many — and communication is a bit more difficult.

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Topics: inbound marketing, Sales, sales and marketing alignment, lauramacpherson

9 Steps to Better Case Studies to Attract More Leads

Posted by Laura MacPherson

May 19, 2017

Case studies are a powerful form of social proof. A study by MarketingProfs and the Content Marketing Institute found that 77% of the B2B companies surveyed ranked case studies as an essential lead gen tool.

Why Are Case Studies Effective?

  • They’re credible. Rather than tooting your own horn, so to speak, you’re letting your customers’ experiences do the talking. Not only this, but you’re also supplementing your story with facts and numbers. These two elements combine to form trust.
  • Prospects can envision themselves in your case studies. Because you’re not relying on abstract concepts, but instead describing real-life situations, prospects can more easily see themselves benefitting from your products and services.
  • They allow you to talk about ROI “in the wild.” When prospects can see just how much ROI others in their industry are experiencing using your products or services, they get excited and motivated to sign on.
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Topics: case studies, inbound marketing, media, lauramacpherson, professional services

How Effective Content Can Help You Speed Up Your Sales Process

Posted by Laura MacPherson

May 8, 2017

For your content to resonate with your audience and get a response, they have to be able to identify with it. They have to feel that it applies to them. If your content is generic or sounds like it’s written to someone else, your prospects will keep clicking through the Internet.

How can you come up with content that not only matches who your target prospect is, but also where he or she is in the buyer’s journey? That’s what we’re going to dig into in this post.

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Topics: content strategy, inbound marketing, lauramacpherson

4 Ways You’re Sabotaging Your Website’s Calls-to-Action

Posted by Laura MacPherson

May 5, 2017


If you’ve been marketing for any length of time, you understand the importance of calls-to-action. Without effective CTAs, your prospects will be left wandering around the Internet without continuing their buyer’s journey with you. But even smart marketers can sabotage the effectiveness of their CTAs by making these four errors.

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Topics: inbound marketing, lauramacpherson

3 Ways Using Content in the Sales Process Can Help You Close More Business and Faster

Posted by Laura MacPherson

May 1, 2017

Inbound marketing is a secret weapon in the salesperson’s arsenal. While most salespeople are relying on traditional methods, savvy salespeople can use content to set themselves apart and deliver additional value during the sales process—ultimately leading to closing the sale faster.

Here are 3 reasons why and how using content in the sales process gives you an edge.

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Topics: inbound marketing, Sales, lauramacpherson

3 Ways to Add Social Proof to Your Landing Pages for More Leads

Posted by Laura MacPherson

April 21, 2017

When someone talks about how great they are, you tend not to believe it. And you might just perceive that person as arrogant. But when your friend gushes about how great someone is, you’ll probably listen. (Unless you’re my friend Andy, who still thinks Adam Lambert’s music is garbage, no matter how much I insist otherwise!)

When you’re trying to get a prospect to take action on a landing page, whether it’s to schedule an appointment or fill out a download form for an eBook, it’s not enough to say “It’s great!” You have to offer up some proof.

Social proof is "the concept that people will conform to the actions of others under the assumption that those actions are reflective of the correct behavior." If you can integrate believable social proof into your landing pages, you’ll increase your conversions exponentially. Here are three ways you can do that.

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Topics: landing pages, media, lauramacpherson, professional services

How to Get More People to Share Your Blog Posts

Posted by Laura MacPherson

April 17, 2017

The whole goal of creating blog posts is to get people to read them and to share them so others will read and share. But this goal is getting more challenging to achieve as more and more good content is being published across the web. Here are a few tips to give your blog posts the boost they need.

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Topics: inbound marketing, blogging best practices, media, lauramacpherson, professional services

How To Write a Landing Page That Generates More Leads

Posted by Laura MacPherson

April 7, 2017


You work hard to get website visitors to a landing page. You’ve probably written blog posts, promoted them on social media, maybe even run an AdWords or other digital campaign. You put a lot of time and money into getting people to  your landing pages. So you don’t want to waste that opportunity.

Landing pages are a different animal than homepages or other pages on your website. The visitor likely has little inclination to roam around and look for information patiently—he or she probably arrived wanting something specific. Landing pages have unique requirements to be effective.

Whether you want people to register for an event, request a consultation, subscribe to an email list, or access an eBook, the one single goal of a landing page is to convert that visitor to a known lead. Here are 10 elements of landing pages that convert.

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Topics: inbound marketing, landing pages, lauramacpherson

4 Steps to Get Management Buy-In for Inbound Marketing

Posted by Laura MacPherson

March 31, 2017

Salespeople and marketing teams with an on-the-ground perspective all want an inbound marketing program. They’ve seen the results it produces at other companies, perhaps, and have witnessed others in their professions excel with inbound marketing. But too often, management doesn’t quite see things the same way. They want to know, “Why do we need a blog?” “Social media is for your personal life, isn’t it?” Or worse, “We would have to take each tweet through our 5-step approval process.”

How can you get executive buy-in for inbound marketing? Here are a few tips.

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Topics: case studies, inbound marketing, Sales, lauramacpherson

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

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