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The LeadG2 Blog

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Rome Wasn’t Built in a Day

Posted by Trey Morris

March 27, 2018

Neither was your marriage, your home, or your business. Something of any value takes time, and in most cases, time to succeed. When a business owner opens a business, they developed a plan for success, right? (They should.) They created forecasts of revenue, a timetable to profitability, and tactics to make it happen. After two weeks, two months, or even two years, they didn't panic and pull the plug, did they? Probably not. In fact, if it didn't start off like they planned, they probably went back to their plan and readjusted some numbers and came up with some new ideas to get it back on track. 

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Topics: marketing strategy, marketing strategies and tactics, marketing, treymorris

Looking Back: Why I Wish I Had Hired an Inbound Marketing Agency

Posted by Shaye Smith

February 23, 2018

Prior to joining the team at LeadG2 and working on the agency side of things, I was on what you would call the ‘client’ side of the inbound marketing world. Let’s jump back a few years… I was the digital communications manager for my company and I, in concert with our website and ecommerce manager, were on the hunt for something… but we weren’t 100% sure what that was at the time. After doing our research, we came to the conclusion that inbound marketing was what we needed. But not just the inbound marketing strategy. We needed the technology and tools that a software platform could offer and enable us to do inbound marketing efficiently.

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Topics: inbound marketing, HubSpot, marketing strategy, marketing, shayesmith

Two Dozen Tips for Building a World Class Content Marketing Program

Posted by LeadG2

February 14, 2018

Is it Time to Update Your Content Marketing Game?

We are starting to believe that content marketing as part of executing a growth strategy is reaching a point of saturation and diminishing returns.

Quantity over quality. Poor writing. Lack of strategic focus. Advertorial. One and done efforts with little to no promotion. Hiring cheap and getting cheap results.

And that’s just the tip of the iceberg.

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Topics: content marketing, inbound marketing, marketing strategy, alanvitberg

Can You Answer These 9 Questions About Your B2B Prospects?

Posted by Dani Buckley

February 6, 2018

When it comes to developing a strategic marketing plan or sales process, one of the first things we recommend any company to do is to get a clear and accurate understanding of their customers and prospects. What’s key here is that this profile (commonly called a Target or Buyer Persona) is based on research, not assumptions. Which means you’ll need to conduct some actual research (or hire a company like LeadG2 to do it for you). The most effective way of doing this is with a mix of online surveys and live interviews. The surveys allow for a large sampling size, while the interviews allow for a deeper dive and further understanding. You can dive a little deeper into what that target persona survey process might look like here, but for the sake of this article we’ll be focusing on what it is exactly that your Target Persona should tell you about your B2B prospects so that you can have better and smarter marketing, content, and sales conversations.

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Topics: content strategy, understanding target audience, sales strategy, danibuckley, target personas, marketing strategy, marketing strategies and tactics, b2b

Authenticity is the Currency of the 21st-Century

Posted by Trey Morris

November 17, 2017

"Who are you?

Who, who, who, who?

Who are you?

Who, who, who, who?" 

I don't think that Roger Daltrey was singing about branding, but he easily could have been.

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Topics: inbound marketing, marketing strategy

What the Change of Season Can Teach Us About Inbound Marketing

Posted by Dani Buckley

April 5, 2017

 

It’s that time of year again… probably my favorite time of year now that I live in Seattle (and no longer Florida, the land of no seasons except summer). The temperatures are warming up, the sun is shining, flowers are blooming, and people are starting to come out of their winter hibernation. 

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Topics: inbound marketing, danibuckley, marketing strategy

HubSpot’s Inbound 2016 from 2,016 Feet Up

Posted by LeadG2

November 16, 2016

 

The Marketing and Sales Journey Continues….

Last week, we spent 3 days with 19,000 other attendees at HubSpot’s 2106 conference. 

In the coming weeks, you’ll be seeing a lot of blog posts on new products announced, summaries of sessions, key takeaways, and so forth—including the insights from the LeadG2 team—so we thought we would share a different perspective and insights on what we took out of the conference.

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Topics: content strategy, inbound marketing, marketing strategy, alanvitberg, professional services

Your Website is Missing Opportunities if it doesn’t have TOFU (Top-of-the-funnel) Offers

Posted by Dean Moothart

July 13, 2016

Just about every website I visit gives me an option to learn more about the company and their solutions. Unfortunately, that option is usually limited to calling an 800-number to talk to a salesperson or to send an email to schedule a time for a sales consultation call. More progressive companies will even provide a form for me to complete that will signal a sales rep to call me.

Uhg! What if I don’t want to talk to a salesperson? What if I just want some of my basic questions answered? What if I’d rather read to find answers instead of scheduling a 30-minute sales appointment? If I was close to making a decision, then I’d love to talk to a salesperson. But I’m not there yet. It’s too soon. I’m just not ready. If I agree to talk to a salesperson now, then I'll continue to get calls for the next several weeks and they’ll fill up my inbox up with marketing fluff. I don’t want that, and believe me—neither does the salesperson.    

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Topics: inbound marketing, media, deanmoothart, marketing strategy, professional services

Inbound Planning Day is Over—Now What?

Posted by LeadG2

February 8, 2016

Recently I had the opportunity to travel to Chicago to meet with a new client and conduct an Inbound Marketing Planning Day workshop (which is Step 1 in the LeadG2 7 Step Lead Generation Process). During the inbound marketing planning day, we met with the company’s top executives and those that will be carrying out the inbound marketing strategy. We discussed various facets of the program, set the strategy, and answered questions. This meeting took place over one very full day— started at 9am and ended at 5pm, and we had lunch brought it. As you can see by the topics listed below that we covered throughout the day, it was an intensive day of training and strategy creation. 

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

Balance Your Lead Generation Mix to Get More Leads

Posted by LeadG2

December 28, 2015

There are not many sales managers or marketers that wake up in the morning, look in the mirror, and say “Let’s conduct some webinars, attend trade shows, and place some ads in a few trade magazines this week." What sales manager and marketers do wake up and say to themselves, is “let’s get more leads."  

Lead generation strategies should be taken as a portfolio so that the overall lead generation efforts can be gauged, new methods explored, and the mix modified over time based on the effectiveness of each method. The focus should be on overall lead generation and not a single tactic. It’s often said, “You get what you focus on, so focus on what you want.”  This makes me think that sales managers and lead generation marketers should be investing their time and efforts focusing on overall lead generation portfolio than focusing on just one or two specific tactics.

While this approach to having a portfolio of lead generation tools might be new to some, the concept of diversification and portfolio management has been used by investment advisors for decades as a strategy to minimize risk and maximize returns for their clients. After all, isn’t that what a good lead generation strategy does—minimizes risk (and investment) and maximizes return (ROI)?

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Topics: lead generation, sales and marketing alignment, marketing strategy

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