IMR's process for building your inbound marketing engine.

Build your engine, gas it up, add rocket fuel.

We have learned from experience and study how to capture the interest of the right leads, maintain their interest, and provide them just the right information at the right time until they are ready to buy. Our process delivers that value to your business.

 

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Introductory Call

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Discovery Call

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Blueprint Presentation

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Build the Engine

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Add Gas to the Engine

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Add Rocket Fuel

 A deeper dive into our sales and service process.

Before you consider partnering with IMR to grow your business with content, we need to create a plan together, a complete inbound marketing strategy showing how your business’s particular sales process can be modeled online using content, and how your buyer’s can be attracted to that sales engine with helpful information. This is the first step in our process no matter what.

Following the development of your inbound marketing strategy. IMR will provide you with a detailed retainer services proposal to execute the plan

Step 1

Introductory call

The purpose of this 30- 45 minute call is to understand your marketing goals and objectives. We want to use this time to learn about your business and your value proposition. We will talk about your current marketing activities, results, goals and challenges. If we both decide that inbound marketing can help you reach your goals, you will be invited to participate in a one hour discovery call with an IMR consultant.

Step 2

Discovery call

We will guide you through an online questionnaire that will help us to create your Content Marketer’s Blueprint™. We will work together to capture your insights about your ideal customers’ problems, what questions they will ask when confronted with these problems, and the sales process you use to sell your products and services to these buyers. We will also spend some time to understand your current sales process.

Step 3

Strategy Presentation

We take the information we learned during our two calls and your work on the questionnaire and create a Content Marketer’s Blueprint™ for your business.. The blueprint is your complete plan for attracting new opportunities online and nurturing them to the point of readiness to engage with your sales team. This plan takes about a week for your IMR consultant to put together.

Step 4: The Onboarding Project (Building the Inbound Marketing Engine)

Timeline: 4-6 weeks

If you don’t have an engine that can turn website visitors into qualified sales opportunities, all of your marketing investments will be under-utilized. IMR’s first and most critical task with every client is to build the inbound marketing engine using your company’s Content Marketer’s Blueprint™ as a guide. Once your engine is built, IMR will begin to add the gas (consistent content production) that will attract leads and make your engine run.

IMR’s activity during this first phase of implementation will include:

 

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IMR's content manager will conduct in depth interviews with your internal subject matter experts and create detailed outlines of all content assets for your review.

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IMR's content team will create your whitepapers, ebooks, case studies and other content offers that engage your buyer persona at each stage of their buyer's journey, from awareness, to consideration and decision making. 

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Your inbound marketing manager will create a set of automated email (workflows) that nurture the buyer through these different pieces of content, moving them closer to a sales meeting.

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Your inbound marketing manager will setup your marketing automation platform to automate your online sales process. This includes lead scoring and CRM integration as required by your sales team.

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IMR's design team team will complete any necessary optimization existing web pages to a complete website redesign.

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Your dedicated inbound marketing manager will handle project coordination, weekly team meetings and monthly performance reports.

Step 5: The Monthly Retainer (Add gas and make sure the engine runs correctly)

Commitment: 3-6 Months

After your engine is built, IMR will add gas (content production and distribution) to attract and engage your buyer persona. You can expect to see a clear positive trend in website visitors, leads and quality of leads coming through the engine. The most important aspect of this phase however, is that all of IMR’s activity, including the content and distribution methods be measured comparatively against other marketing investments you might be making. The data gathered by IMR during this time period will be used to make regular improvements to the inbound engine, the content being used to attract buyers and the distribution methods that spread the reach of the content. Once IMR has gathered 3 months of “closed-loop-analytics”, meaning IMR understands which activities contribute most to sales, strategic investments can be made to scale results without wasting money on activities that produce poor quality leads.

IMR's ongoing activity during this retainer based partnership will include:

  • Blogging, minimum of two posts per week to attract buyers and gather subscribers.
  • Automated email maintenance to increase engine performance.
  • Weekly update meetings.
  • Monthly performance reports revealing lead quality and trends.
  • Social media coordination.
  • Website maintenance and support.
  • Education and training for your internal marketing and sales teams.
  • Relationship building with industry influencers.

 

 

Step 6: Long-term relationship (Rocket Fuel stage)

Commitment: 6-12 Months

You may have noticed that traditional online marketing tactics like pay per click advertising, social media advertising and other (paid) sources of traffic were not mentioned in earlier stages of working with IMR. IMR believes that these activities play a strategic role for companies using inbound marketing to grow their business, but without hard evidence (data) to guide these investments, they can be very dangerous for the relationship.

These types of investments should be considered as “rocket fuel”, used only to scale the inbound engine, and not as a replacement for underperformance.

The Analogy:

First, build your engine. Then, make sure the engine runs with regular gas. What happens of you put gas into an engine that isn’t built yet?

Once your confident that your engine is running efficiently, you can invest in some rocket fuel. Without testing the engine first, rocket fuel can quickly get expensive and out of control.

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