B2B Inbound Marketing Success Blog

Marketing Automation: Beyond Email, Social & the Web

Posted by Keith Reynolds

Aug 18, 2016 1:26:03 PM


Marketing automation fuels new approaches to create a better customer experience & ROI



For years we marketers have used large-scale email and web-based publishing to reach customers. More recently, we’ve added social media and mobile channels to our marketing ecosystem. Today we have “Marketing Automation,” or MA, a set of technologies ushering in new approaches to marketing. So just what is MA, and how can it grow your business? This post will examine a definition of contemporary MA and look at approaches to tie things together in a logical manner to help you achieve your goals.

Topics: marketing automation, Inbound Journalism

How to Improve Quality of Email Lists, both Purchased and Home Grown

Posted by Kenneth Lempit

Aug 4, 2016 11:30:00 AM

Plus: Professional Insight into Building Your Own Lists

Purchasing a list of contacts is a completely valid lead generation strategy. Marketers purchase lists when their own prospect lists are not sufficient. Whether it’s used for event recruiting or kicking-off a marketing campaign, a purchased list can enhance outcomes in the sales process. Additionally, since Inbound Marketing takes time to kick-in, the ramp-up time for a campaign to generate leads on its own might be unacceptable. While marketers view timelines quarter-to-quarter or year-to-year, salespeople usually work within a month-to-month timeframe. This difference can affect how sales supports or even funds marketing, straining a business during the shift to Inbound. The motivation to buy a list usually comes from pressure to accelerate achievement of KPIs such as web traffic, event attendance and leads in a pipeline.


Topics: lead generation, b2b, inbound marketing, best practices, marketing, lists, account management, inbound success

Fairfield County HUG - Social Selling for the B2B Marketer

Posted by Kenneth Lempit

Jul 29, 2016 3:35:09 PM


A big thanks to everyone who joined us for last week's Fairfield County HubSpot User Group meetup! 

Topics: b2b, HUG, HubSpot User Group, sales

Inbound Journalism Six Elements for Success: 1. The Big Idea

Posted by Keith Reynolds

Jul 25, 2016 2:52:30 PM

Why You Need a Big, North Star Idea to Guide Your Publishing Efforts

We here at Austin Lawrence have been hard at work developing Inbound Journalism, our proven go-to-market strategy that urges brands to think like a publisher. During our research, we’ve identified six factors crucial to the success of an Inbound Journalism campaign. This post kicks off a blog series in which we will explore each key success factor in greater detail. Today we’re focusing on the big, “North Star” idea that will guide every aspect of your project.



Topics: marketing, Inbound Journalism, inbound success, thought leadership, publishing

We’ve Moved! Introducing Our Office at One Bank Street

Posted by Kenneth Lempit

Jul 15, 2016 11:37:20 AM

We’re excited to announce that Austin Lawrence has a new home!

Our new address:

1 Bank Street
Suite 406
Stamford, CT 06901



NYIMP Event | Always-On Lead Generation: A 24/7 Marketing Case Study

Posted by Keith Reynolds

Jul 7, 2016 3:30:00 PM




Austin Lawrence is proud to sponsor and present the New York Inbound Marketing Professionals Meetup, a platform agnostic working group for inbound marketing professionals. Regardless of your Inbound Marketing software the NYIMP provides a venue to share best practices and ideas while learning from expert speakers and your peers. Register for the  July 26 event here. 

Data-driven conversion strategies to optimize sales around the clock

When industry-leading cloud backup provider Commvault needed to cut marketing spend and ramp up lead generation to support its fast-growing business, the marketing team implemented an innovative, always-on two-stage model to optimize inbound lead gen results: first, a content syndication network to drive highly qualified buyers to its site; and second, a data-driven lead nurturing program to identify, score and convert leads based on buyer behavior. 

Topics: lead generation, inbound marketing, marketing, Trends, Presentations, Meetup

Offer - Case Study on Kodak's Chief Packaging Officer: Taking Content Marketing to a New Level

Posted by Kenneth Lempit

Jul 6, 2016 10:20:03 AM

Inbound Marketing Applied to the Industry Portal: How Brand Journalism Elevated the Role of Packaging in Business

What do you do with a 100-plus-year-old company after it changes from a consumer product manufacturer to a B2B company? In the past two years, Kodak has been fighting to reestablish itself as an expert in material science, imaging, photography and film. Its new customers? Businesses around print, production and... Packaging.

In 2014, Austin Lawrence met up with the marketing team at DESIGN2LAUNCH, a Kodak software division based in Stamford, Connecticut. D2L was searching for a way to rebrand Kodak and assert itself in the packaging industry. The idea was to come up with something bold that would generate leads for the sales team.


Topics: lead generation, inbound marketing, best practices, personas, marketing, content marketing, Agency News, Trends, Professional Services

Webinar 6-28: How Inbound Journalism Connects Thought Leadership to Sales Outcomes and ROI

Posted by Keith Reynolds

Jun 20, 2016 5:04:33 PM

ThinkLikeaPublisherorPerish.pngContent marketing is at the forefront of marketers’ agendas. To reach and grow your audience, you need thoughtful content and engaging experiences that offer actionable insights and real value. But initiatives with great potential often get dismissed because they can't demonstrate hard dollar ROI.

Topics: inbound marketing, Webinar, content marketing, Inbound Journalism, inbound program

The New “Bingo Card” – How Lead Qualification from the Age of Print Became Digital

Posted by Kenneth Lempit

Jun 16, 2016 3:43:25 PM

Before inbound marketing became king, print advertising and physical direct mail dominated B2B lead generation. Up until about five years ago, most trade publications offered a reader service – or “bingo” – card in their magazines. Each advertiser in the magazine had its own inquiry number that corresponded with a number on the card, which readers would mark and send in to request more information. The publisher would then send these leads along to the advertiser. 

Topics: lead generation, b2b, inbound marketing, content marketing

Our Favorite Bottom-of-Funnel (BoFu) Type of Premium Content for Inbound Marketing: The Model RFP

Posted by Kenneth Lempit

Jun 2, 2016 2:58:32 PM

Writing an RFP, or request for proposal, can seem overwhelming, even to industry experts. A model RFP provides a template and sample questions that cover the most valuable information a buyer might seek. The Model RFP is a shortcut to solid bids for the buyer and a boon to the marketer seeking to generate qualified leads.

Model RFPs generate leads because a solid RFP is of great value to the buyer of your product or service. A comprehensive RFP:

  • Solicits complete and accurate responses from bidders.
  • Causes less confusion for vendors.
  • Results in fewer unanswered questions from bidders.


Aside from being a useful tool for your site visitors, here are the top three reasons why the Model RFP is our favorite bottom of the funnel piece of premium content:

Topics: lead generation, inbound marketing, content marketing

To Your Success!

A blog for B2B Inbound Marketing Enthusiasts and Practitioners

This blog is intended to help you succeed as an inbound marketer by sharing with you our case studies, best practices, eBooks, Webinars and more.  We'll keep adding to it until we run out of ideas (hasn't happened yet).  Do you have an idea for a blog post?  Feel free to give a shout out.  Happy Marketing!

Rules of the Road:

  • Feel free to share our stuff, but please keep our contact info intact.
  • We love links to our posts, so please do link to us.
  • If we can be of assistance, please contact us.

Thank you!

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