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The LeadG2 Blog

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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

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

Creating Engaging Blog Posts: Lessons From Good Journalism

Posted by Laura MacPherson

October 7, 2016

Good journalism can teach us a thing or two about creating blog posts. Journalists and inbound marketers who are dedicated to their craft have something in common: they commit to doing the things that engage their readers. 

Here are five lessons from journalism that companies can apply to their blog writing to increase engagement—and get better results.

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Topics: content marketing, media, lauramacpherson, professional services, blogging

3 SEO Myths That Are Holding You Back From Top Rankings

Posted by Laura MacPherson

July 25, 2016

People believe all kinds of crazy things. And just because people believe something, doesn’t mean it's true. SEO has more than its share of untrue beliefs, and these myths keep good sites from ranking well because the owners of the sites don’t know better.

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Topics: SEO, inbound marketing, media, lauramacpherson, professional services

Where Should I Post My Content?

Posted by Laura MacPherson

July 8, 2016

For a long time, we recommended hosting all your content on your own website — after all, you own your content, and you want people spending time on your website, not someone else's. But the way people consume content and look for information online is changing, and marketers need to change along with it.

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Topics: inbound marketing, blog strategy, media, lauramacpherson, professional services

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

Posted by Laura MacPherson

May 25, 2016

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

Your Brand’s Competitive Advantage: Relationship

Posted by Laura MacPherson

May 16, 2016

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

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