Read The Label

Lead generation: how to convert inbound leads from names in a database to paying clients

sarah@brightinbound.com.au (Sarah McIntyre) — Tue, 12 Feb 2019 02:39:45 GMT

When it comes to finding, and more importantly converting, quality leads from inbound marketing, attracting them with helpful content is only half the battle.

Why content marketing gets a bad rap

sarah@brightinbound.com.au (Sarah McIntyre) — Fri, 01 Sep 2017 00:32:54 GMT

This week’s episode of Utopia (watch it here on ABC iView) got me thinking about how much bad content is out there, and the impact it has on business. It’s hard to communicate complex ideas and the rise of content marketing hasn’t helped.

Stop Random Acts of Content: Embrace Conversion Content

sarah@brightinbound.com.au (Sarah McIntyre) — Tue, 08 Aug 2017 22:30:00 GMT

In a recent Hubspot survey, B2B marketers revealed a fundamental contradiction in their marketing strategy—while they report dedicating more than 30% of their total marketing budgets to content marketing, fewer than 32% have a documented content marketing strategy. Most admitted they had no way of measuring success with the content they post, and only 30% could say their content marketing strategy was effective.

The million dollar question

sarah@brightinbound.com.au (Sarah McIntyre) — Tue, 18 Jul 2017 04:11:37 GMT

This article was recently published on LinkedIn

A few weeks ago I ran a strategy review session with a client. We reviewed the key performance indicators for the campaign. We discussed what’s working and what’s not working. We revisited the current goals and what we aim to achieve for the next quarter so we can set the strategy direction for the next 90 days. Most of the key performance indicators are up and the key inbound elements are all in place. Conversion rates have improved, website traffic is up, blog subscribers have increased. But there was no single BIG thing that he felt excited about… and so he asked the million-dollar question.

“If you had a million dollars [to spend on marketing] what’s the one thing that you’d do?”

Whoa!... deep breath… well…it depends.

B2B marketing doesn't have to be boring

sarah@brightinbound.com.au (Sarah McIntyre) — Tue, 09 Aug 2016 00:30:00 GMT

Apparently, "there are four ways a man can show his lady how much he loves her on Valentine’s Day. Like buying her expensive diamonds or taking her on an exotic holiday. Or a guy could even carve his initials into a tree. And then carve a heart. And then carve her initials underneath that on the very same tree. And the final way, according to Cisco, to give her the ultimate expression of everlasting affection is to gift her with a Cisco ASR 9000. Because nothing says “forever”, “commitment” and “I love you” quite like an aggregation services router."

It's not about you. Inbound marketing is about the customer and not your product.

sarah@brightinbound.com.au (Sarah McIntyre) — Wed, 22 Jun 2016 00:24:37 GMT

Inbound marketing is a lot like an omelette. It’s made up of several ingredients that have to be combined in just the right way to get the desired results. You cannot make an omelette by simply throwing cheese, mushrooms, and bacon bits into a pan with some eggs, and you’re not going to create a cohesive inbound campaign by combining its various elements in a haphazard manner. One only has to take a look at the ingredients in each to understand why proper preparation is so important.

Why inbound leads need an inbound sales approach

sarah@brightinbound.com.au (Sarah McIntyre) — Mon, 12 Oct 2015 03:37:12 GMT

So, you’ve been executing your inbound marketing strategy well, creating helpful and engaging content, distributing that content on social media and the leads have begun to flow into your database. You’re a hero! So what next? How are you going to convert all of these leads into customers? Should you just hand them all over to sales and let them figure it out? Unfortunately, not. Gone are the days where you can just throw a whole bunch of leads over the fence to sales. In fact, having a sales person call all your inbound leads with the same standard elevator pitch is the kiss of death for an inbound lead. So please don’t waste all that hard work that’s gone into creating effective inbound marketing by not aligning your entire inbound process.

Marketing automation is awesome

sarah@brightinbound.com.au (Sarah McIntyre) — Fri, 24 Jul 2015 07:41:15 GMT

but is it really solving your problem?

I’ll admit it I love technology. Having worked in technology companies from start-ups in San Fran in the first dot-com boom to global multi-nationals you can’t help having some geekyness rub off on you…I know, I know I already was a geek… but that’s another story.

Personalisation in marketing - A tricky path to tread

sarah@brightinbound.com.au (Sarah McIntyre) — Fri, 20 Feb 2015 07:20:57 GMT

I walked into the hip new coffee place around the corner from the office the other day. I've been going here a little bit, amongst the exposed brick and hipster staff, they do good coffee. But the other day as I walked in the barista said... "Hey Shauna, how are you?".....Seriously?? Shauna??

Building a high conversion landing page

sarah@brightinbound.com.au (Sarah McIntyre) — Tue, 27 Jan 2015 09:59:16 GMT

I recently read an article by Ginny Soskey from Hubspot that listed some great landing page designs. These did all look very beautiful, cool, modern and followed best practices when it comes to landing page conversion. But it got me thinking; does beautiful design guarantee good conversions?