Recent Posts by Doug Fowler

What is a Website Visitor Worth?


Recently, a meeting with a prospective client led to an interesting conversion about the value of a web design and a website.

What is a website visitor worth? What is the value of a website visitor and lead? We took a look at the numbers and came up with some pretty interesting answers to the question. 

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Posted by Doug Fowler on April 18, 2018 | 0 Comments

How To Leverage Remarketing and Retargeting To Keep On Winning the ZMOT


So you implemented a content marketing strategy and you’re starting to catch your prospects at the Zero Moment of Truth. The problem is, your product or service is a big purchase, and it almost always takes a prospect several months to choose a vendor… or even reach out for some information.

What can you be doing in the meantime to keep your brand top of mind with a prospect who is in the beginning stages of research? They’re not ready to be sold to, and they haven’t even downloaded any of your premium content. In fact, they may not have done anything more than visit your website and look around a little bit. 

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Posted by Doug Fowler on February 13, 2018 in Internet Marketing, PPC Advertising, Digital Marketing | 0 Comments

Increase Revenue Without Spending More on Marketing


By now, you probably already have established plans to grow your revenue in 2018.  These plans likely include a mix of different initiatives aimed at attracting more leads and new business, and odds are good all these different initiatives cost money.

What if you could also generate an additional 10% in revenue without spending another dime on marketing?

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Posted by Doug Fowler on January 23, 2018 | 0 Comments

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 lead generation | 0 Comments

Establishing Common Goals for Marketing & Sales Alignment

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Posted by Doug Fowler on December 14, 2017 in lead generation | 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 | 0 Comments

5 Best Practices For Marketing And Sales Alignment

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Posted by Doug Fowler on December 7, 2017 in lead generation | 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.

22% of salespeople still don’t know what a CRM is, and 40% still use informal methods like spreadsheets and email programs to store customer data. Source: Hubspot State of Inbound '16

I'm sure using an Excel spreadsheet was the gold standard ten years ago, but there are so many better CRM options available today. I could probably list 20 reasons people claim they are still using spreadsheets, but I'm just going to focus on the four reasons I hear most often.

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Posted by Doug Fowler on November 30, 2017 in lead generation | 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

Our Great HubSpot Experiment – Part 2


Last August, I wrote an article about our initial experience with using HubSpot for inbound marketing. In late 2014, we made a fundamental shift in our agency and chose to use HubSpot as the platform to manage inbound marketing for ourselves and our clients. If you missed it, you can read the full article here.

This month, we achieved a milestone by being recognized as a Gold Tier partner agency with HubSpot. It’s a significant achievement for us, so I thought I would take this opportunity to provide an update on our journey.
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Posted by Doug Fowler on May 5, 2016 in Inbound Marketing | 1 Comment