As a marketing professional, I respect good design when I see it and I know the impact bad design can have on the outcomes we achieve. At the end of the day, creativity is nice and technology can be amazingly cool, but what I care aboutis ROI… and...
I was recently meeting with one of our clients to dig deeper into the findings of its first Inbound Marketing ROI report when we realized that the inside sales reps weren't converting a lot of the leads we were generating into sales. In fact, many...
At last week's HubSpot User Group meeting in Stamford, there was a great question from one of our attendees. She asked, "how can I use Inbound Marketing to reach CIOs, many of whom are not online?" Her company is in a mature B2B market where there...
If you haven't read my rant on Google’s decision to withhold all organic keyword performance data, I only recommend you do so in order that we share a context: I remain convinced this wasn’t great for B2B marketing people, yet realistic that there’s...
One of the more startling statements at last week's Cloud Business Summit (put on by our client Saugatuck Technology) was that in many firms the spend on marketing technology is greater than the IT department's spend for its own operations. The POV...
I get a queasy feeling in my stomach every time I make a media buy for a client when lead generation is the goal of the exercise. Unless the deal is pure cost-per-action or cost-per-lead, or we are repeating a buy, we just don't know what the...
I believe in thought leadership. Really, I do. But this kind of marketing is often managed as a pet project or viewed as being somehow outside the new norms of ROI-based marketing. The problem for everyone who builds and cares for content marketing...
There are some Inbound Marketing best practices that don't resonate with me (that I follow for the most part anyway as they are called "best practices" for a reason), and others that make perfect sense. Form submissions on landing pages are hard...
Entrepreneurial organizations with small sales teams can benefit greatly from Inbound Marketing, making their Websites generate leads through content and landing pages. But what about small businesses without a CRM / sales force automation system in...
