INBOUND MARKETING IS THE KEY TO GETTING QUALITY LEADS

The inbound methodology is composed of four stages: attract, convert, close, and delight. It’s about creating valuable experiences that have a positive impact on people and your business. How do you do that? You attract prospects and customers to your website and blog through relevant and helpful content. Once they arrive, you engage with them using conversational tools like email and chat and by promising continued value. And finally, you delight them by continuing to act as an empathetic advisor and expert.

Traditional marketing is like standing on a mountain top and shouting all of your product benefits and features for anyone to hear. Inbound marketing, on the other hand, is asking a single person or target audience what questions they have and what their pain points are, and then providing them with relevant information. Inbound marketing is extremely targeted and highly effective. 

The term inbound marketing was created and popularized by HubSpot co-founder and CEO Brian Halligan in 2005. His philosophy is that marketing should be personalized,  focused on building relationships, and reduce friction throughout the buying process. Inbound marketing is utilized by multiple companies to grow better and is something our team can help you implement. 

Inbound marketing is all about personalization. We target your leads by segmenting based on their contact information and how they’ve engaged with you for truly personalized marketing. Your On-Target! team uses these hyper-targeted segments to send emails, personalize website content, and power marketing automation campaigns so you can effectively nurture your leads further down the funnel.

At On-Target! we have a lot of tools in our belt to personalize your inbound marketing strategy. Between posting content and analyzing the success of paid ads, landing pages, and blogs, content management can be a cluttered and time-consuming process. We utilize various tools to enable efficient and profitable inbound marketing. These are just some of the tools we use to jump-start your inbound marketing.

A CRM or Customer Relationship Management tool helps you store customer contact information and track where they are in their buying journey. To ensure potential leads don’t fall through the cracks, let On-Target! and HubSpot or your CRM of choice serve as an extension of your sales team.

One of the main pillars of inbound marketing is personalizing your content throughout the buyer's journey. To personalize content, you need to know which stage of the buyer's journey your prospects are at. You wouldn't send a detailed white paper to someone who just visited your website for the first time. Tracking leads and prospects is easily done with a lead management system. One of our favorite lead management systems is the one offered through the HubSpot CRM. 

Adopting a lead management system will help you organize all your contact details and interactions in one centralized, integrated database, create segmented lists, and score leads so sales can prioritize their outreach.

Most Customer Relationship Management (CRM) systems offer the ability to target your leads by segmenting based on their contact information and how they’ve engaged with your content. If your CRM does not allow you to sort and filter contacts, then it is important to have some sort of segmentation add-on. 

Your On-Target! team will use these hyper-targeted segments to send emails, personalize website content, and power marketing automation campaigns so you can effectively nurture your leads further down the funnel.

One of the easiest ways to capture inbound leads through your website is with landing pages. Landing pages are website pages that are optimized for your brand and specific services or offers and include a form to collect a user's data.

The data users share via form submissions helps to populate your CRM, and enables you to nurture them with personalized content throughout the buyer's journey. 

Inbound email marketing uses high-performance emails for blasts, and allows for custom emails that the sales team can send with personal messages. These targeted emails will get read and your prospects will look forward to receiving them. You will be able to measure which messages are most effective. Count on unmatched deliverability and best-in-class email analytics.

One of the final and most important tools you should have in your inbound marketing toolbox is some sort of marketing automation. Let's be honest, it's hard to provide personalized content to each prospect throughout every stage of the buyer's journey without a little help.

On-Target! utilizes marketing automation through Hubspot, which helps you perform a variety of actions seamlessly. 

You can trigger a campaign of email messages based on any criteria you choose. Examples include a form submission, a site revisit, a video view, or a  particular page visit.

You can also automate responses based on important customer activity and set up alerts for your sales reps as necessary.

For more information about inbound marketing and what we can do to help your business grow, contact On-Target!

Inbound is not just a marketing tactic. In fact, the whole point is to boost sales and overall company growth. Inbound marketing supports your sales operations by unearthing useful data about the contacts and companies you interact with, placing it right at your fingertips and enabling you to serve them better.

Marketing and sales are often two separate departments working in separate silos. Inbound marketing requires the sales and marketing teams to openly share information and work together.

The whole point of marketing is to support the sales team in their efforts to convert leads into sales. At On-Target! we streamline the communication between these two teams. Our inbound approach helps personalize and automate the content needed to move the customer through the early stages of the buying process so deals can be won with less effort from the sales team.

People don’t want to be sold to, they want to be served.  On-Target! has partnered with HubSpot to provide you with the best available resources to capture customer insights and close more leads. Some of the tools we share with clients are email templates, a booking link for meetings, and tasks lists to keep everything organized. Watch the video to learn more. 

You will know your inbound marketing is working because we track interactions. You'll see real-time traffic and conversion performance, along with source data.

And because we analyze and A/B test your content in real-time to optimize for visits and conversions, you get the highest ROI possible. Simply put, our data analysis takes all the guesswork out of inbound marketing so the results are crystal clear.

 Based on data that aligns with our internal numbers,  companies can expect the following results within one year:

• 3.3X increase in website visitors
• 3.5X increase in leads
• 2X increase in new business close rate
• 79% of respondents saw an increase in sales revenue

However, every company is different. At On-Target!, we monitor customer behavior and continually iterate the content we produce and our approaches, so our customer's profitability tracks upwards.