Inbound Marketing Explained

The phrase "inbound marketing" is frequently used—but it's notwidely understood. What exactly is inbound marketing? How is it different from outbound? Why is it so well suited for the web-based sales funnel?

In short, the goal of outbound marketing is to find buyers, and the goal of inbound marketing is to be found by them. While this idea is simple enough, putting it into practice can be tough—especially if you’ve never done it before.

Download our editorial to learn what inbound marketing is, how it works, and how you can incorporate it into your marketing strategy.

Quantifying the Value of Lead Nurturing: A Case Study

In this article, we look at a case study of lead nurturing that finds that nurtured leads were three times more likely to convert to sales-accepted leads than traditional marketing-qualified leads. Download it to learn: 

  • The implications of a nurturing model for your sales organization
  • The new role of sales in the buyer-directed purchase cycle
  • A glimpse into the economics of a lead nurturing partnership between sales and marketing

It’s widely known that lead nurturing is important, and this case study begins to illuminate why that’s so and how it can be implemented.

How Marketing Enables Both Sides of the Sales Conversation

The sales conversation doesn't happen by itself, or in a vacuum. It's the marketing department’s responsibility to enable both ends of this conversation—to empower the buyer and the sales rep with information to enhance their interaction. 

Download this editorial from Sales Engine CEO Paul Rafferty to learn more about exactly how marketing brings both ends of the sales spectrum closer to the middle.

Want more? This editorial was adapted from Paul's recent webinar with Forrester Research entitled Marketing's Role in Sales Enablement.

The Ugly Truth about Beautiful Content

Have you heard? Content marketing is the greatest, most innovative marketing approach since the cave paintings. All of your competitors are doing it! Why haven't you started? Make it happen!

If content marketing were easy, everyone would be doing it—and doing it successfully. But it isn't easy, and it can be downright uncomfortable to pivot your marketing focus to include content. That's the ugly truth. Lucky for you, the other side of that coin is that if you take the steps outlined in this free Editorial, you will reap rewards that will make all of the discomfort worthwhile.

Download The Ugly Truth about Beautiful Content to learn how to build a content culture at your organization.

How Much Should You Spend on Marketing?

The Internet has totally changed the way we do business—and therefore the way we must market to prospective buyers. To have a chance at making a sale, you must meet buyers where they are, which is on the Internet.

You need a website, a social media presence, and tons of high-quality digital content to build your brand and nurture your leads. How can you know if you're spending too much—or not enough—to develop and maintain these assets?

The marketing budget that's right for you depends largely on how much it costs you (on average) to acquire a single customer. That calculation takes into account your margins, billing rate, turnover rate and more.

How Many Leads Does Your Sales Team Need?

In order to reach your company's sales goals (and their own quotas), your sales reps need to receive a certain number of leads every month. These leads can't just be names from a purchased list—your marketing strategy should do a lot of the work to qualify them and make sure they are ready to engage with your sales reps.

Obviously, there is no universal magic number of leads. It depends on your business goals, your marketing techniques, and your conversion rates. These things are all easy to calculate, but many organizations don't know where to start.

That's why we created this piece. Download it for simple instructions and a complimentary calculator tool that will help you dial in your company's lead requirements.

Not in Sales, but Always Closing

I am not cut out to be on a sales team—and that is just fine with me. I am much better suited to produce content, which is exactly what I do for Sales Engine. My team and I need the sales department, though, and they need us.

This editorial examines the complementary, mutually beneficial relationship that can and should exist between the sales and content departments at any organization.