The Center for Sales Strategy Blog

You’ve been reading our blog for a while, and you’re convinced that your company should start an inbound marketing program. But there’s one problem: You can’t get your boss to sign off on starting an inbound marketing program.

Maybe it’s because your boss is unfamiliar with the terminology, or worried about the amount of work it’ll add to your already-full plate. Maybe she needs more information about what, exactly, she’s approving before making a final decision. Maybe she just doesn't know how inbound marketing works.

This post is for you, to show your boss. It’ll walk through the foundations of inbound marketing, and show the benefits. It’ll detail the level of work involved, and offer tips on how to streamline the process.

What is Inbound Marketing?

Inbound marketing is the process of drawing the attention of prospects to your expertise, thought leadership, helpfulness, and reliability, before they are ready to buy. The best and most cost-effective way to convert strangers into customers and promoters of your business.

How Inbound Marketing Works

The benefits of inbound marketing are often misunderstood, leaving management to scratch their heads. The common perception of inbound marketing is that it’s all about writing blogs and lead generation. As you will see, inbound marketing is much more than that. It offers numerous benefits beyond lead generation.

The Center for Sales Strategy is proud to share that we’ve been named a HubSpot Platinum partner,  one of only twelve platinum partners in the world.

Patrick Shea, HubSpot Senior Manager of Channel Marketing, spoke highly of The Center and this accomplishment, “Achieving this exclusive status of becoming a HubSpot Platinum partner represents the highest standards of inbound marketing success and we are thrilled that The Center for Sales Strategy has reached that level. They not only specialize in delivering exceptional client results, but in sharing their expertise with marketers and business owners through world-class educational resources.”

How We Got Involved—and Grew—with Inbound Marketing

The Center for Sales Strategy is a sales performance company with a simple mission statement: To help our clients turn talent into performance. Our clients implement a seven-step process we created, called How Selling. Of course, we eat our own dog food and follow the same steps:

• Find the strongest potential leads
• Select the best prospects using the Ideal Customer Profile
• Approach these prospects using a Valid Business Reason
• Define the prospect's real needs using the Hourglass Needs Analysis process
• Solve the prospect's specific problem with a collaboratively developed plan
• Confirm the sale
• Deliver better-than-expected results
  

Today, we're happy to have our taxes done. Do you wait until the last minute or do you file as soon as you get your return?

The Center for Sales Strategy Weekly Wrap-Up

• Mike Anderson wrote about Vendor Relationship Management, and said, "Just because you’re already the selected vendor and serving the customer, it doesn’t mean the customer is no longer interested in VRM—in managing their relationship with you."

• Dana Bojcic wrote about listening for talent when interviewing salespeople, and said, "If you don’t know the answer, ask more questions. Ask a lot of questions… and then really listen."

Today, we're happy to have our taxes done. Do you wait until the last minute or do you file as soon as you get your return?

The Center for Sales Strategy Weekly Wrap-Up

In Best Practices when Networking on LinkedIn, Brian Hasenbauer writes, "Don’t send LinkedIn requests to people you don’t know or don’t have a solid reason for knowing them."

This question is one we hear quite often and for good reason. When embarking on any new marketing program, you should be asking yourself (and your marketing partners) not only how you’ll measure and track results, but also what kind of expectations you should have: What will the return be and when will it show up? If you’re thinking about starting an online lead generation program, like the ones we help our clients execute, then you’ll want to be sure your expectations are realistic and that you are tracking the right key performance indicators (KPIs) for your business.

In order to understand how long it might take for your inbound marketing program to start generating results let’s take a look at some of the factors to keep in mind.

Developing a strategic inbound marketing foundation for your business is the first, and most important, step.

First things first: You have a lot of questions to answer. We typically kick off every program with an Inbound Marketing Planning Day to cover all topics absolutely critical to setting yourself up for success. Who are you writing for? What is your keyword strategy? What kind of premium content will you develop to convert visitors into leads?

All of this and more should be discussed, strategized, clarified, and recorded before moving forward with anything.

Expect the pre-launch planning to take anywhere from 30 to 90 days. 

Today, we're enjoying April showers, and working on many behind-the scenes projects. This week, we tried something different, and published a timeley piece on Sunday. What did you think? We'll be adding a weekend post here and there, especially if there's something newsworthy that just can't wait.

The Center for Sales Strategy Weekly Wrap-Up

In Never Send an Email When You’re Angry: Otherwise, This Might Happen to You, Brian Hasenbauer described how there really is such a thing as bad press, and how an angry email sent in the heat of the moment caused a PR disaster for one professional.

In How to Increase Engagement on Your Company Blog, I wrote about how to look beyond comments to see which posts are really resonating with your target personas and write more content that appeals to them.

Not long ago, we published a post here about the three archetypes of salespeople:  The sales hunter, the sales farmer, and the sales trapper.  In a way, the article prompted people to decide which type they most closely resemble: 

The Hunter:  Sellers who pursue their prospects like a lion might give chase to its prey… singling-out one account they’d like to land and then running after it as hard as they can.

The Farmer:  Account managers who realize the importance of nurturing and feeding their client relationships, knowing that it will eventually become ready for harvest.

Last month, we discussed how to measure engagement on your company blog. Now, we'll talk about how to increase engagement. Take note of where you started, and implement the following strategies to get your content read by more people. Remember, though, more important than getting more shares/likes/retweets is your ability to attract and convert the right kind of people (your target personas). So take the following advice and increase the impact of your content!

Today, we're still laughing about all the pranks that we fell for this week (even though we told ourselves we wouldn't believe anything we were told, we fell for all the same silly lines just the same). We also can hardly believe that we're past the first quarter of 2014! Time flies when you're having fun, right?

The Center for Sales Strategy Weekly Wrap-Up

• Matt Sunshine got a terrible email, which prompted him to write How Not to Send a Follow-Up Email, and in it he noted, "Never forget that your potential customer owes you nothing."

• Mike Anderson, when he told us about the five things our sales collateral should include to ensure it doesn't get tossed wrote, "At the very least, your sales collateral should not send a message that’s in conflict with the tone and texture of the conversation you have begun."

Today is April Fool's day, which means you should not believe anything anyone tells you today. Get your guard up! We don't have any fake news for you today, but we do have stories of our best pranks from around the office.

Dani Buckley, Inbound Marketing Consultant:

One year, I spent the afternoon convincing my friend that I was having an affair with a colleague. I even convinced her to give me a ride to the motel before telling her it was all a joke.