Why Every Marketing Strategy Should Work Like Your GPS


It amazes me. I’ve worked through some of the biggest revolutions in marketing since the printing press… email replaced direct mail… websites replaced catalogs… social media replaced… well, pretty much everything… and in spite of all these really amazing, cool technological changes, I still see marketers committing the most basic cardinal sin… they’re really excited about where they want to go but never take the time to figure out where they’re starting from. As a result their messages don't resonate with their audience. Would-be buyers don't believe their claims. Marketing fails. The root cause? Their strategies are all about positioning but silent on position (more on that below). How can you understand how to get where you want to be if you don’t know where you are? Marketing strategy should be like a GPS for business and marketers would do well to review just how to use a GPS to get where they're going.

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Feb 14, 2018 7:17:17 AM
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The One Thing That Separates Successful Inbound Marketers from Posers

 

One advantage to running the inbound marketing agency that has worked with and trained more HubSpot-certified agency partners than any other is that, if it’s possible for something to happen in an inbound marketing engagement, we’ve seen it happen.

We’ve seen inbound marketers consistently produce high-quality sales leads because they have a process for testing value proposition and honing their approach with data. And we’ve seen other marketers with huge budgets and Fortune 500-level resources give up after starting and restarting campaign after campaign with little to show for their investments.

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Apr 5, 2016 7:29:38 AM
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What Will Drive ROI from Inbound in 2016? My Prediction

 

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Jan 8, 2016 10:00:00 AM
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Google’s Judgment Day: Post-Keyword Guide to Inbound Agency Survival

Inbound agencies, welcome to the end of SEO as we know it.

For those of you who have not noticed the steady decrease in keyword data coming from Google since October 2011, Google has taken another HUGE step toward destroying an industry it helped create: SEO. The company recently confirmed that it is making moves to hide 100 percent of keyword data. As of Sept. 22, 2013, this number was about 73 percent, according to this fantastic article from Search Engine Land, which gives more background on Google’s recent announcement. For inbound marketing agencies that have been avoiding making a fundamental change to the way they approach creating “valuable” content, this move by Google forces a decision: adapt and change or curl up and die.

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Oct 15, 2013 8:32:00 AM
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How To Consistently Create Great Content For Every Client

Since its beginnings in 2004, Innovative Marketing Resources has worked with clients from all sorts of industries. Some are schools, others are non-profits and others are manufacturers or software companies. Some are big multi-nationals and others are fledgling startups. One thing that ties them all together, however, is content. They all need it and for the most part, all look to us, as their inbound marketing agency of record, to provide it. And the obvious question prospects and clients ask is: How will IMR write about my school/product/service in a way that attracts and educates prospects? Really, what do we know about every one of our client’s organizations? How can we be subject matter experts in every field?

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Aug 29, 2013 11:13:00 AM
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Discover The New Way To Do Content Marketing at Inbound 2013

If you’re coming to Boston August 19th through the 22nd for the Inbound 2013 conference, don’t miss the opportunity to hear Max Traylor, Director of Client Services at Innovative Marketing Resources speak about selling inbound marketing service retainers using the Content Marketer’s Blueprint.

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Aug 16, 2013 12:26:00 PM
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An Introvert’s Perspective: Why We Do What We Do in the Sales Funnel

Quiet“Read any good books lately?” is not a question I am often asked by our director of client services and inbound marketing extrovert-in-chief Max Traylor, so I was happily surprised to see in his latest post on our Innovative Marketer’s Blog that we share an interest in the work of author Susan Cain on introverted and extroverted personality types. I'm currently in the midst of reading Cain’s non-fiction book, “Quiet: The Power of Introverts in a World that Can’t Stop Talking,” not so much for its application to marketing as its application to my own life as an out-and-proud introvert.

In his post, Max observes that introverts and extroverts will naturally behave differently at the bottom of the sales funnel. This is an important point, and I believe it is one that should take its place among those at core of the inbound marketing philosophy. One of the things that attracted me to inbound marketing in the first place is that it takes into account the reluctance of introverted people to make personal contact without first having done their research. I wrote this post because I wanted to add my insider’s perspective as an introvert to Max’s thoughts. The following observations are taken from my own life as well as my reading of Cain’s book.

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Jun 21, 2013 11:00:00 AM
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Great Content Doesn’t Make Great Content Marketing

I love to take things apart. I find it fascinating to understand how things work and I know that I really understand something when I can put it back together and it still does what it was intended to do (I didn’t break it!). So when my agency dedicated itself to creating marketing that people love and being really good at content marketing, I set about taking content marketing apart to see what makes it tick. I wanted to learn the secrets of great content that converted casual prospects into sales qualified leads. And I learned something. The term content marketing – which I claim is widely misused - only partially describes what makes content marketing work and how you should be using content to create marketing that people love.

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Jun 19, 2013 9:20:00 AM
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What Susan Cain Taught Me About Bottom of the Funnel Offers

susan caine quietLast year at HubSpot's annual Inbound 2012 conference in Boston, Susan Cain delivered a keynote speech to complement her recent book titled Quiet: The Power of Introverts in a World That Can't Stop Talking.  At the time, Susan's speech about the two different personality types in business today, introverts and extroverts, was probably my least favorite presentation, because I had trouble translating her deep knowledge of conflicting personality types to actionable inbound marketing practices.

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Jun 18, 2013 9:20:00 AM
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Demystifying The Inbound Marketing Sales Funnel

The concept of sales or marketing funnels has been around for almost as long as people have been selling. It’s a powerful image. A big, wide opening scoops up hoards of unsuspecting prospects who by some combination of gravity and the proper lubricant make their way to the tiny opening at the bottom, ready to make a purchase. Somewhere along the line someone decided to stratify the funnel into a top, middle and bottom. But what are these inbound marketing sales funnelstratifications? Is it OK that the definitions are mysterious and subjective or can we, as marketers, get more out of our funnels if we bust the mystery of the sales funnel and adopt some practical working definitions of what top, middle and bottom really mean?

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Jun 14, 2013 7:44:00 AM
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