In my last blog post, I focused on why inbound marketing is so necessary to attract new customers. In part two of this series, I focus on why inbound works and why manufacturing companies need to get in the game.
Why is Everyone Talking About Inbound Marketing?
Basically it comes down to this: Consumers buy differently today than they did even 10 years ago. Before the full adoption of the internet, buyers typically didn't have access to the amount of information they have at their fingertips today. Their journey from initial contact to sale was linear and predictable, and marketing strategies focused mainly on interruptive methods like cold calling, advertising and direct mail.
Today, it's a different story altogether. While the methods mentioned above are still viable and important, especially in the industrial space, today's buyers are well informed. The glut of information can be overwhelming, but by doing inbound marketing right and focusing on freely sharing information, your company will rise to the top of the search window. The buyer journey is no longer a straight line. It's fluid and random, and if a potential buyer doesn't see your company name often enough, it won't be "top of mind.".Read More
What IS Inbound Marketing Anyway?
Simply put, it's a way to attract customers with online content that addresses their specific needs and establishes your company as a trustworthy and credible one they want to do business with. Let's take a closer look, and start thinking about how to teach the concept to your organization.Read More
Slide courtesy of HubSpot Principal II Channel Consultant Oliver Baron
Acadia, a Gold HubSpot partner, was invited to attend Hubspot Partner Day 2017, our first such invitation - and it was an offer we couldn’t refuse. The intense two days of learning (yes – Partner Day is actually two days) and networking with other HubSpot partners was well worth the trip to the company’s Cambridge, Mass. HQ, despite the five hour flight delay. I returned with copious notes to share with the Acadia team so we can do an even better job of helping our customers boost their revenue.Read More
Marketing trends and best practices are always changing. It seems like just yesterday we were producing shiny brochures for snail mail. Then it was all email. Then email was dead. Then it wasn't. But when to send? Tuesdays used to be bad. Now they're good. 11 a.m. is best, but only on a weekday. So many rules. What's a marketer to do?Read More
INBOUND's purpose is to provide the inspiration, education, and connections you need to transform your business. Thousands of marketing and sales professionals from almost every industry imaginable get together in Boston to share ideas, hear from industry leaders and gain inspiring insights from speakers like Guy Kawasaki, Simon Sinek and Malcolm Gladwell. All this energy is built around one primary focus, the power of inbound and content marketing...and attracting the ideal customer.Read More
Previous blogs in this series delved into identifying your persona (ideal contacts who may potentially buy from you) and using the right content (information that is important to that persona) to find them. Now that we have successfully FOUND leads (or they’ve found us) we need to CAPTURE all related interactions as they occur. This is a valuable step in Revenue Performance Management!
What do we mean by “interactions?” In our previous blog, we used the cases of Engineer Ernie (looking for technical information) and Buyer Barney (looking to save money) as your potential customers. Your content, including your blog and white paper, attracted Ernie and impressed Barney. As they interacted with your website by downloading or requesting information, they left their name, title, email address and company name. You now know who they are, how/when they came to you, and what content they looked at. Because you CAPTURED their trail of activities, you know where they are in their buying cycle and you can follow up with them with the right information!Read More