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For many professional services businesses, inbound marketing was the answer to their prayers. And for a while, they were right. Databox CEO Pete Caputa puts it this way, "Five to ten years ago, when most companies were just getting started out and Google was the only game in town, doing anything online worked.
HubSpot has revolutionized the world of sales and marketing. From their inception as a startup in 2005 until today, HubSpot has grown into a sales and marketing software powerhouse with over 23,000 customers in 90 countries. Like most disruptive technologies, HubSpot became ubiquitous by making inbound marketing software affordable and usable to even the smallest of businesses.
As I write this blog post, many of us are working to finish out the current year strong and turning our attention to writing a winning business development plan for the coming year. A business development plan is a road map that defines where you want to take your business and the steps you need to complete to get there.
For many professional services businesses, sales is a hit-or-miss proposition. Many do great work for customers, which results in referrals and cross-sell opportunities. Building sales opportunities with businesses that don't already know you is a different story. Most SMB professional services firms don't have dedicated sales professionals; practitioners bring in new busines ...
Sales and marketing is both an art and a science. Businesses that consistently hit their numbers lean more on the science side of things than the art side. As with any other function in your business, harnessing the tremendous amount of data available from your sales and marketing activities allows you to set business development goals accurately and realistically, evaluate th ...
I've got some news for you that may be a bit surprising - you will never sell anything to your prospects and customers. The reality is that your prospects and customers buy from you and "selling" them will have little to no impact on whether or not they buy from you. Sales enablement is a series of actions you take that make it easy for people to buy from you.
As I write this post, it's the last week of August and many business managers are catching that last bit of relaxation before they start the mad dash to hit their year-end revenue goals. But the fact that it's August doesn't really matter. There are 3 business development basics that you should periodically review to keep you on track towards hitting your year-end numbers. 1.
Email marketing has the highest lead conversion rate of any inbound marketing tactic. Inbound marketing software company Optify's 2012 B2B Benchmarking Report found that email marketing converted recipients to leads at a 2.9% rate. By comparison, organic search traffic had a 1.45% conversion ratio and social media had a 1.22% conversion rate.
You have a goal: to sell your professional services. To get to the goal, you need a professional services marketing strategy. Without a marketing strategy, you have no way of knowing which of your marketing tactics to use or whether it is working. You have no map to take you from producing for the customer to acquiring a customer.
If you're like me, you spend a bit of time everyday on LinkedIn and other places checking out what your peers have to say. Ocassionally I see something that catches my eye and click through to read the article. Most of the time, I get something out of the articles I read. Other times, I shake my head in wonder.
One of the benefits of sales and marketing technology is that you can measure just about everything you do. Whether it's email open rates, website visits or conversion rates, you can measure it. Just because you can measure it doesn't mean you should. The best thing you can do to use marketing analytics to sell way better is to measure the right things.
In an April 2015 TechCrunch article, venture capitalist Arthur Lee wrote about Why Do It For Me (DIFM) Is The Next Big Thing. I highly recommend you read the article, it describes a new trend in the business world that has relevance for everyone. What is DIFM? Bear with me as I paint a picture of what DIFM is and why Arthur Lee talks about a DIFM revolution.
One of the most striking statistics in DemandGen's 2017 Demand Generation Survey was that 31% of respondents said they expected between 26% and 50% of their annual revenue to be attributable to marketing-sourced leads. What's even more striking to me is that 69% of respondents are still relying on their sales professionals to generate the majority of their leads.
Many SMB professional services and technology companies have traditionally relied on sales to generate leads. But as Bob Dylan said, the times, they-are-a-changing. According to Demand Gen's 2017 Demand Generation Benchmark Survey, 31% of respondents said they expected between 26% and 50% of their annual revenue to be attributable to marketing-sourced leads.
A successful technology company needs sales to survive. Without an effective sales process to fill your pipeline and convert prospects to customers, you won't sell enough to survive. You might get lucky for a while, but to grow consistently, you need a defined process to effectively deploy your limited sales and marketing resources.
I've been a fan of Rod Stewart since he sang about Italian girls and fastback, mid-engine Porsches back in 1972. When my wife asked me if I wanted to see him at the Jiffy Lube Live venue in suburban Washington, DC, it didn't take me long to say yes. The date finally rolled around this Wednesday and Sir Rod blew me away with his show. It wasn't just the music, which was incredible.
This article was originally published in January 2014 but has been totally updated to reflect current market trends and conditions. I don't have the answer to this question, but I'll pose it nonetheless: how relevant are buyer personas in today's challenging economic environment? This is a vast oversimplification of a complicated topic, but buyer personas are composite demogra ...
Are you searching for a silver bullet for your marketing strategy? You know, the one tactic, strategy or tool that will boost your lead generation and skyrocket your sales? Most of us have chased after it. We've doubled down on cold calling with no success. In fact, we probably annoyed more people than we attracted to our sales pipeline.
You've probably gotten advice in your life about picking the low-hanging fruit. But how can you tell where the low-hanging fruit is and how to pick it? In the context of technology companies, how can you tell if your marketing is generating a sufficient return? For those concerned with managing the bottom line, there are 5 fundamental marketing metrics that can tell you the f ...
Inbound marketing has become the primary marketing mode for technology companies and professional services firms. In the 2016 HubSpot State of Inbound Report, 73% of survey respondents identified inbound as their primary approach to marketing. This is a reflection of how business buy products and services today - according to Google, 90% of B2B researchers who are online use ...