In Atlanta, and the state of Georgia in general, football is a pretty big deal. Folks down here absolutely love to cheer on the Atlanta Falcons and University of Georgia Bulldogs. In addition, many football fanatics love to partake in fantasy football, the virtual game in which participants act as general managers for teams they have created by “drafting” real-life players.
Any B2B marketer who has initiated an email or direct mail campaign lately knows that business marketing data degrades quickly. Bounce rates are hitting the ceiling. Direct mail return rates are shockingly wasteful. Data master Dun & Bradstreet says the current level of data quality costs U.S. business $600 billion per year in printing, mailing costs and staff overhead alone.
Inbound marketing presents an incredible opportunity to communicate your brand messages to a broad audience that can become advocates to help share your message. LinkedIn has emerged as the must-have online professional presence and a key component for an inbound marketing initiative, especially for B2B marketers.
If there was an underlying theme to the 2011 HubSpot User Group Summit (#HUGS2011), it was MoFu.
For the uninitiated, MoFu refers to “Middle of the Funnel.” As the name suggests, it refers to the area in your inbound marketing funnel (ahem, the middle) where all of your leads congregate before becoming your customers, your competitors customers, or otherwise becoming unqualified. This is when it is absolutely critical to nurture these leads: converse with them, share more information, keep them engaged and interested in your product or service. To borrow another analogy, this is where the battle for market share is won or lost, so winning the middle of the funnel is mission critical.
With more than 1,000 inbound marketers in attendance for the 2011 HubSpot User Group Summit, Brian Halligan and Dharmesh Shah highlighted a remarkable year of growth and innovation for HubSpot. Presenting in a facile and amusing repartee of long-time buds, the founders shared the year’s accomplishments of HubSpot customers:
- 85,000 blog posts
- 600 million visits
- 5 million leads
In late July I began a month-long mission to increase my contribution to our Atlanta based agency’s content marketing efforts. I wanted to prove something to myself, to my coworkers, and to my clients and prospects.
The point I was hoping to make was If I can find the time, so can you.
I set multiple goals for myself and was determined to achieve measurable marketing results. What were the results? Well that’s been kind of interesting, and rewarding.
Inbound marketing presents an incredible opportunity to communicate your brand messages to a broad audience that can become advocates to help share your message. Brand building is a long-term marketing strategy that coincides with a similarly enduring inbound marketing strategy.
Billy Mitchell, our president here at MLT Creative, recently sent me a video of a Simon Sinek presentation called Start With Why: How Great Leaders Inspire Action. Sinek was speaking at the TEDx Puget Sound conference, and though his talk wasn’t intended exclusively for a B2B audience, it included some very relevant concepts for us all to remember.
That anticipatory time in late spring, just before summer, is a reminder of the crazy phase at end of the school year when students are anxiously checking grades. In between completing projects and homework and cramming for final exams, there’s a big focus on seeking that elusive A grade. If you’re competitive like me, a grade of 89.5 would make you cringe, running to ask your teacher, What do I have to do to get a 90?