Many of our client’s businesses and sales processes are relationship-based so traditionally that they have not engaged in specific marketing or lead generation programs. As the B2B world, like the rest of the world, becomes increasingly digital, internet marketing — of which lead generation can be a subset — is becoming the new sales. But lead generation programs and relationship-based sales and marketing need not be mutually exclusive. Instead, they can help a relationship-based approach by identifying additional potential clients and enable your company to initiate a relationship rather than waiting for your potential client to reach out (which could take months, which is more like years in internet time).
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Our clients and partners are a bright bunch; highly educated and accomplished in their fields. So it has surprised me lately in a few conversations about internet marketing, social media, content marketing, etc., that they can be uncertain or uneducated about it. It’s interesting to see that in the world with everything at our fingertips, we can still live in our own bubbles.
Calls-to-action are the pick-up lines of Internet marketing; if you don’t have a good opener your efforts are lost almost immediately.
This past Friday RainCastle attended the HubSpot User Group Summit to advance our HubSpot skills and learn more about what the future of Inbound marketing holds.
One of the biggest changes in the past five years has been the shift from websites being virtual brochures to being much, much more. In the early days of the internet, say 5 to 10 years ago, a company’s website was typically a place to list information and show some attractive images. Today, smart companies have completely integrated their sites with their broader sales and marketing initiatives. Here are some ways that you can ensure that your site is a fully-functioning marketing machine rather than a static brochure: