Waypost Marketing | Blog

The Case for Sales Enablement

 

We've spent a lot of time the past two years focusing on the marketing side of inbound — specifically, implementing strategies to attract visitors that convert into leads. We've been pretty successful, but it hasn't always impacted the bottom line for companies the way we think it should.

One of the primary reasons is the lack of a clear alignment between marketing and sales teams.

In today's marketplace, buyers complete more than 70% of the buying decision before sales ever sees them. If you've been doing a good job at inbound marketing, then your prospects already have a ton of information about your company before ever speaking to a salesperson.

If sales and marketing are not aligned, then it is likely that one of two things is occurring:

  • Leads are not followed up on because they are either not being nurtured by marketing, or sales doesn't have time to figure out which leads are good. It's a legitimate concern, but it's not an acceptable situation.
  • Sales sends mixed messages to a prospect during the initial contact because they don't understand the marketing messaging.
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Posted by Doug Fowler on January 15, 2018 in Sales | 0 Comments

Make Your Conversion Points Perform Like a Boss

 

As marketers, we know that every stage of the buyer's journey matters. We pour our hearts and souls into the entire process from beginning to end. Of course, we love every minute of it, but just ask any marketer, and they'll tell you that what ultimately makes the hard work worthwhile are the conversions.

Conversions are evidence that your marketing strategy is working. It's when marketing dollars come back in profits, and it feels great when conversions are happening. But what if they're not? After all the work you've put into reaching, informing and nurturing your audience, the last thing you want is to lose them right before they convert.

The good news is that conversions are somewhat of a science. While humans can be unpredictable, there are enough marketing studies out there to show us what works effectively at a conversion point and what doesn't. It's not enough for your conversion points to simply exist. They must be effective, and we have some ideas on how to get yours to that level. 

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Posted by Heidi Willard on December 21, 2017 | 0 Comments

Establishing Common Goals for Marketing & Sales Alignment

 
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Posted by Doug Fowler on December 14, 2017 in crm, Sales | 0 Comments

You Spent Money To Generate Leads, Why Don't You Nurture?

 

It drives me crazy to see companies spending thousands of dollars each month generating leads online, only to leave them by the wayside if they're not ready for sales right this second.

If you're targeting B2B buyers, what were you expecting? B2B buyers spend 70-80% of their time researching online before they ever reach out to a company. It's the reality of the new buyer mentality.

Your job as a marketer doesn't end with lead generation. In fact, I'd say it's just the beginning.

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Posted by Doug Fowler on December 8, 2017 in lead generation, lead nurturing | 0 Comments

5 Best Practices For Marketing And Sales Alignment

 
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Posted by Doug Fowler on December 7, 2017 in Content Marketing, Sales | 0 Comments

Still Using A Spreadsheet To Manage Leads?

 

Surprisingly, I run across many salespeople that are still using Excel spreadsheets to manage sales leads, calls, and meetings. In their minds, the spreadsheet is their CRM (Customer Relationship Management) system. The simple truth is, there's a better way to manage leads, and it's far more efficient.

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Posted by Doug Fowler on November 30, 2017 in hubspot free crm, crm | 0 Comments

Waypost's Favorite Places to Grab Lunch in Greenville, SC (With a Catch)

 

 

The team here at Waypost Marketing is always ready for food. There are days we're plotting where to head out for lunch before most workplaces have even finished the first pot of coffee, and we've been known to stand outside staring forlornly in while waiting for a restaurant to finally open up... at eleven.

Whether you're searching for the perfect cup of coffee in Greenville or for a bowl of Vietnamese pho for a rainy day, we've got you covered.

While Woodruff Road and Downtown Greenville tend to get all the press for new restaurants, some of our favorites are located off the beaten path or even out of town. Today, we're taking a look at everyone's favorite place to grab lunch in Greenville, but with a catch - it can't be on Woodruff Road, and it can't be downtown.

Let's see what everyone had to say.

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Posted by Katherine Faulk on November 22, 2017 in Life in Greenville, SC | 0 Comments

4 Digital Marketing Tactics for Manufacturing Companies

 

Many manufacturing companies use traditional marketing, word of mouth, and trade shows to reach new prospects. These tactics may still work, but there's a problem: B2B buyers spend more than 70% of their time doing research online before ever contacting a company.

B2B buyers are more educated about options and solutions than ever before due to the vast amount of information at their fingertips via the internet. Plus, they can do all this research on their own schedule. What we're saying is they are in control of the sales process before you even know they exist.

Key Takeaway for B2B Manufacturing Companies: If you have a limited online presence, then you're missing out on a huge opportunity. You likely have no idea how much opportunity is passing you by. We see it time and again with manufacturing clients that we partner with.

So, let’s look at four best practices that allow companies to leverage the power of inbound marketing.

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Posted by Doug Fowler on November 16, 2017 in Digital Marketing, Inbound Marketing | 0 Comments

5 Must-Haves for an Effective Marketing Campaign

 

Putting together an effective marketing campaign takes a lot of work. There are a lot of moving pieces that all need to come together into one cohesive product that works flawlessly to accomplish your pre-planned goals.

In order to build a campaign that is synchronized and effective, you need some basic (although complex and well thought-out) components.

Here are 5 of the most important things you’ll need when crafting an effective marketing campaign.

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Posted by Ryan Potvin on November 9, 2017 in Digital Marketing, Integrated Marketing Communication, Content Marketing, Personas | 0 Comments

Case Study Highlights: American Bedding Manufacturing

 

The Client

American Bedding Manufacturing is a family-owned company that manufactures and distributes high-quality bedding to camps, shelters, colleges, and other organizations on a national scale.

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Posted by Erin Durham on November 3, 2017 in Case Studies | 0 Comments