Recent Posts by Doug Fowler
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.
Your job as a marketer doesn't end with lead generation. In fact, I'd say it's just the beginning.
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.
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.
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.
Over the last couple of weeks, I've read a lot of articles from "inbound marketing experts" describing huge shifts in inbound marketing for 2016. Granted, there is plenty of change going on and it is coming at a rapid pace. However, much of what worked in 2015 is still highly relevant in 2016, and it really depends on who you are targeting.
Before you can answer this question, you need to understand the New Buyer Mentality. The basic concept of the new buyer mentality is quite simple. People have changed the way they make buying decisions. The Zero Moment is that exact moment when someone has a need or question they want answered online. For B2B companies, over 70% of buying decisions are made prior to ever contacting a company.
A good landing page needs to target one primary action. Leading visitors to your Home page, for instance, can prove confusing. The visitor might have been searching for information on a particular product or service.
Unless your Home page immediately offers information related to that keyword search, it is likely to leave your visitor confused. More often than not, this will result in a quick exit from your website, and thereby, a missed opportunity for you.
You need to be very clear about what you want your visitor to do once they land on your website. Only then can you increase the possibility of converting your traffic into actionable leads.