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The LeadG2 Blog

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4 Steps to Get Management Buy-In for Inbound Marketing

Posted by LeadG2

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 LeadG2

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 LeadG2

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 LeadG2

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 LeadG2

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

How Do I Find Good Content to Share? 5 (Free!) Tools to Jumpstart Your Search

Posted by LeadG2

April 20, 2016

It’s a never-ending pursuit: the quest to provide valuable, interesting content to your prospects and clients. If you’ve been doing inbound marketing for very long, you probably know that you don’t have to create it all yourself. It’s actually ideal to have a mix of content you create and content written by others that you curate. But how do you find high-quality content that provides serious value? Here are five free tools you can use.

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Topics: content marketing, media, lauramacpherson, professional services

2 Lessons From Our Scary Google Rankings Drop

Posted by LeadG2

January 29, 2016

A couple of weeks ago, we had a scare. I logged into the HubSpot dashboard to see that our search engine rankings had plummeted. We were now ranking for only 3 key phrases in the top 10 results. The day before, we had been ranking for over 180 key terms in the top 10. Many of these were high-value terms pulling $17-$21 per click in AdWords. We get a lot of our visitors from the search engines, and we rely on our rankings.

Needless to say, we were freaking out for a little bit. But after some quick research, I discovered that Google had done a core ranking algorithm update. We weren’t expecting anything like this, because we knew the Penguin update wasn’t ready to come out yet. But Google is constantly working on their algorithm to make sure that their users are finding exactly what they’re looking for in the search results.

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

Inbound Marketing Tips for B2B Companies [video]

Posted by LeadG2

January 22, 2016

 

B2B marketing is quite a bit different than B2C marketing. The B2B sales process is longer and not as linear. There are more decision-makers involved in a B2B sale, and content needs to address everyone involved. And the techniques and tactics are different. Instagram, Snapchat, and Periscope are exploding for B2C marketers, but if you post on those platforms as a B2B, you're most likely to simply hear crickets.

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Topics: lauramacpherson

Where Marketing is Heading in 2016

Posted by LeadG2

December 18, 2015

Marketing is changing faster than ever. New technology enables buyers to research purchases differently, new trends offer new opportunities, and oversaturation of platforms and tactics means marketers need to adjust. Content Marketing Institute has long been on the leading edge of inbound/content marketing, and has been tracking data and trends since 2007, and founder Joe Pulizzi just released his annual collection of predictions for what content marketing will look like in the coming year.

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Topics: content marketing, inbound marketing, lauramacpherson

14 B2B Marketing Facts and Stats that Will Help You Make Your Marketing Better

Posted by LeadG2

December 16, 2015

Marketing strategy has to be based on facts in order to be effective. When you know how today’s B2B buyer operates, what works, and what doesn’t, you can make more strategic choices in how you spend your marketing dollars.

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Topics: video, inbound marketing, webinars, lauramacpherson

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