Building the Internet Marketing Machine of the Future
Are you satisfied with the growth rate of your company? Do you think that you can benefit from doing things differently than in the past? Have your Internet marketing efforts yielded the results that you wanted in terms of a boost in traffic, lead generation resulting in query-generated, quality, qualified leads that can be nurtured into sales ready leads?
According to a post today on the HubSpot Internet marketing blog entitled The Must-Have Components of a Sales and Marketing Machine, that’s why HubSpot and Salesforce.com and HubSpot have been working together to develop and effective sales and marketing methodology to emphasize the power of social enterprises using inbound Iinternet marketing to educate organizations how to align sales and marketing to maximize the impact of inbound marketing and the social enterprise.
At it’s very foundation, Internet marketing is creating useful content that educates and informs businesses and consumers when and where they seek out information as opposed to broadcasting out irrelevant-to-most information to the masses in hopes that for a small portion of the population being marketed to, the information “will stick.” That reminds me of some old school sales and marketing tactics like the old saying, “lets through it up against the wall and see what sticks!”
Social enterprises, according to HubSpot and Saleforce.com, is for companies leveraging social, mobile, and open cloud technologies to revolutionize their relationships with their customers, build customer profiles to better understand their customers’ interests and needs.
The right mix of social enterprises and inbound marketing can result is a powerful Internet marketing machine that thrives by enabling sales to get to know their best leads and customers inside and out, while marketing and selling to them on their terms in a way that is timely and highly-relevant to the prospect.
It’s also about providing clients and prospects with the information they want when they need it so that we stop interrupting what it is they are interested in and become what it is that they are interested in.
Building the Sales and Marketing Machine of the Future Infographic
Key Inbound Marketing, Social Enterprise Takeaways
- 66% of business who blog once per week generate customers through their blog. These businesses are providing the information that their readers want and if crafted for the correct audience and aligned with their business goals and your core competencies, blogging can be a powerful lead generation tactic.
- 77% of B2C marketers say facebook is an effective channel to share their content. Since there are nearly 1 billion facebook users, many of them highly-engaged, it would make sense that facebook would be an ideal channel to share content with consumers. The key is to make sure that the content is relevant and valuable to your audience and that you test and optimize many factors such as post length, frequency, images, offers vs information and other variables then make sure to measure social media ROI (Return on Investment) and adjust towards best performing facebook social sharing tactics.
- 51% of businesses feel that LinkedIn is effective for B2B marketing. Not surprising if you think about your own personal use of LinkedIn. When many use facebook, they are in a fun friends and family state of mind where as when users are on LinkedIn, they generally have some sore of business purpose in terms of evaluating a candidate or potential client, researching the decision makers of a prospect or target account or networking in LinkedIn groups.
- Content search leads close x8 more than traditional leads. This makes sense intuitively when we think about how businesses and consumers use search engines to educate themselves through-out their purchase process. If you are researching new automobiles to determine prices, latest model in the color that you want, you are much more like to be further along in the sale process than somebody who may respond to a direct mail ad trying to entice them to come into the showroom, rewarding them with some moderately valued chachkies resulting in a lot of foot traffic characterized by minimal purchase intent.
- Small Business Allocate 43% of their budget to inbound marketing. This take-away demonstrates the small businesses commitment to Internet/inbound marketing. Since Internet marketing initiatives, by definition can be measured, this SMB marketing budget allocation speaks volume about the value that small business achieve with inbound marketing, otherwise, why would they continue to invest at those levels at the expense of outbound marketing initiatives?
- Inbound Marketing Leads Costs 61% than Leads Generated via Outbound Marketing. Using marketing automation means allows you to define and automate lead capture through SEO and landing page optimization, lead nurturing through email marketing and effective segmentation, providing a solution, that, once in place, is scalable and efficient, resulting in a lower cost per lead over traditional marketing, providing a boost to marketing ROI.
- $135 is the average cost of an inbound marketing lead as compare to $346, the average cost of a traditional lead. These kind of differences in lead cost can have a dramatic effect on marketing ROI when comparing inbound and outbound marketing opportunities.
We love to hear your thoughts in the Comments Below.
- The 2012 State of Inbound Marketing – 2012 Report on
Inbound Marketing Practices & Trends by HubSpot
- Gartner Predicts 2012: Marketers Must Adapt Differentiate and Innovate in Social CRM, SaaS and IMM: http://www.gartner.com/id=1845822
- Wisdom Report – Marketing Wisdom for 2011 – Real Life tories of Success and Lessons Learned from the MakretingSherpa Coommunity: http://marketingsherpa.com/heap/WisdomReport2011.pdf
- Salesforce.com Customer Relationship Survey Results (May 2012)