Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Marketing Strategy
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

This is Why Your Current Inbound Marketing Program Isn’t Working [Part 3]

By Tom DiScipio

Tom DiScipio also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

This is Why Your Current Inbound Marketing Program Isn’t Working [Part 3] Blog Feature

current-inbound-marketing-program-not-working-3.jpgEvery day, I get to spend valuable time talking with marketers about everything from their amazing products and services to their year-over-year accomplishments to their hiring process and growth strategies.

But expectations are set ever-higher and there’s always more to be done. That’s why many of these conversations revolve around the reasons why a desired result has not been achieved. In the thousands of conversations I’ve had, it’s easy to see those trends emerge (check out Part 1 and Part 2 of this series for a look back at those trends).

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

In Part 3 of this series, I’ll explore three more reasons your inbound marketing program may not be producing the results you’re looking for.

Challenge #1: You’re lacking the internal bandwidth

Any successful inbound marketing program requires an extensive amount of time, effort, expertise, research, analysis, reporting, sharing, writing, designing, coding, emailing, posting, testing… I could keep going!

That’s a lot to get done. It speaks volumes to the number one challenge I hear from marketers: “I don’t have enough bandwidth!”

Many marketers simply have trouble finding the time to think about, manage, and DO all of these things, all at the same time.

How do you fix it?

There are a few options to explore in solving this challenge:

  1. Hire more people internally
  2. Hire an independent marketing contractor
  3. Partner with an inbound marketing agency

Each option has their own pros and cons that are heavily dependent on your budget availability, growth stage, and overall company objectives.

Our CEO, Bob Ruffolo, wrote this definitive guide on how to evaluate each path as you look to create more bandwidth within your department. Check it out! 

Challenge #2: Focusing on the wrong metrics

The lead form on our inbound marketing consultation page asks you to tell us about your marketing aspirations. Ideally, we’d love to hear your short term objectives and long term vision for market domination and what that means for you and your company.

Can you guess what the number one response is in that box?

You guessed it… “More traffic and leads,” written just like that.

But the bottom line is, that statement should never be an aspiration.

When you focus on attributive metrics like traffic and leads, it can promote ineffective behaviors around a “broad-stroke” approach, and in turn, lead to poor results.

Here’s an example: If your aspiration is to focus on increasing traffic to your site, the natural tendency is to think about how much content you’re producing, and then increase production. This should net you some more traffic, trickle down to more leads, and so on.

As a marketer and salesperson, I know that activity is absolutely key, but while this type of thought process and behavior may lead to higher, “better looking” numbers, it may only result in marginal or less than expected ROI. In other words, even though a higher quantity of possible leads are visiting, doesn’t necessary mean that the quality of leads is just as high.

How do you fix it?

Focus the majority of your efforts on the metrics that RESULT from increased traffic, leads, etc.

These one or two critical metrics are your KPIs, or Key Performance Indicators. They should be the linchpin of your inbound marketing program and replace any such aspiration of “traffic” and “leads.”

Here are a few examples of KPIs:

  • Traffic to lead ratio
  • # of Sales Qualified Leads (SQLs) in the form of Consultation Requests, Free Assessments, Demo Requests, etc…
  • Customer acquisition cost (CAC)

Again, the goal is to start with the end in mind. By understanding your end-goal of reaching 30 SQLs (consultations) by the end of Q4, you can effectively work backwards within your strategy to target the exact activities and behaviors that will allow you to deliver those revenue generating opportunities to sales.

Using our traffic example from above once again, the conversation and approach become much more targeted and specific while taking on a full funnel approach. We look for answers to questions like:

  • How do you effectively direct your existing traffic to your consultation landing page through optimized user flow?
  • What types of content do those that request consultations typically absorb before filling out the form? How can you provide more of that?

As you can see, when you’re focused on more specific KPIs, you end up working to answer more specific questions around your strategy versus production, in turn allowing you to make smarter marketing decisions.

Challenge #3: Poor sales and marketing alignment

Generating new business is a team effort. Unfortunately, the communication between sales and marketing departments has long been a common challenge of many organizations. This rift makes it difficult for each team to work toward common goals on program performance and expected results.

Below are the common issues associated with poor sales and marketing alignment:

  • Disengaged marketing and sales funnel:
  • Less informed salespeople
  • Longer sales process / cycle
  • Lower close probabilities

How do you fix it?

While there are many ways to approach this issue, I’ve found that one of the most effective ways marketers can create alignment with sales is by developing a Sales Playbook.

Although the world of marketing has shifted very quickly over the past few years, the sales world has yet to make similar moves.

Many salespeople are still engaging with Inbound generated leads using traditional methods which means they’re too slow to respond, are asking questions that have already been answered, or are not aligned with where these leads have entered into the funnel.

Your sales playbook should address HOW to react to and engage with the leads that you’re sending them by including the following information:

  • A high level overview of the organization objectives, creating alignment on the trajectory of your combined efforts
  • Definition and agreement on what a “good-fit” client looks like
  • A process for how to respond to leads that enter the top, middle, or bottom of the funnel and requirements for how quickly a lead should be engaged.
  • Email templates that REQUIRE personalization before being sent and speak to that specific lead’s journey through your site and content.
  • Proper documentation in different formats for your salespeople to leverage throughout the sales process that speak to your persona’s specific goals and challenges. (This can and should include specific blog articles, case studies, slideshares, etc.)
  • Channels for your salespeople to share feedback on the quality of leads being delivered by marketing.
  • A Service Level Agreement (SLA) that defines how many Sales Qualified Leads marketing will be required to deliver to sales.

Key Takeaways

  • More bandwidth = more success: Create more bandwidth by building out your team internally, hiring an independent marketing contractor, or partnering with an inbound marketing agency.
  • Focus on the right metrics: Generating more traffic and leads should not be your primary marketing aspiration. Instead, identify and track Key Performance Indicators (KPIs) like traffic to lead ratio, customer acquisition cost, or # of Sales Qualified Leads to promote the right behaviors and a smarter strategy.
  • Help sales help marketing: Your sales team needs a playbook from marketing that outlines exactly HOW they should be responding and interacting with the leads you’re generating for them.

What other challenges have you faced that haven’t been listed in any of the articles within this series? Leave a comment below!

If you’re experiencing less-than-expected performance with your inbound marketing and you believe one of the above issues is the culprit, I’d love to spend some time diagnosing it with you. We’ll determine how to best get things back on track. Click here to schedule a consultation.

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Marketing Strategy
Published on December 8, 2015

Recent Articles

8 Crucial Elements Every Homepage Should Have [+Video]
January 15, 2022 • 6 min read
5 Organizational ‘Cleanses’ To Start Your Year Off On the Right Foot
January 1, 2022 • 6 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Brutally Honest Pros and Cons of They Ask, You Answer for Digital Marketing
December 7, 2021 • 10 min read
The Step-by-Step, 12-Month, DIY They Ask, You Answer Implementation Plan
December 2, 2021 • 16 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Why Trust Is the True Currency for Any Business
November 16, 2021 • 5 min read
How To Get Started With They Ask, You Answer: Your First 6 Months
November 11, 2021 • 11 min read
How a Lack of Sales and Leadership Buy-in Is Killing Marketing Morale Worldwide
November 9, 2021 • 6 min read
Free Inbound Marketing Courses and Training
November 5, 2021 • 5 min read
What is the Value of a Digital Marketing Consultant?
November 4, 2021 • 6 min read
Benefits of Online, Peer-to-Peer Learning for Digital Marketers
October 30, 2021 • 8 min read
How is IMPACT Different From Other Agencies?
October 27, 2021 • 5 min read
Why You Might Want to Hire a Marketing Coach Instead of an Agency for Your Business
October 26, 2021 • 7 min read
How To Become a Better Coach (for Business Consultants, Sales Coaches, and Marketing Strategists)
October 20, 2021 • 8 min read
How to Get Your Whole Team to Buy in to They Ask, You Answer
October 19, 2021 • 4 min read
Get Clients To Seek Your Approval, Not the Other Way Around (Podcast)
October 13, 2021 • 1 min read
Why Your Business Always Needs to Invest in Marketing — in Bad Times and Good (+ Video)
October 7, 2021 • 8 min read
How to Grow a Digital Marketing Agency (with Coaching Services)
October 6, 2021 • 6 min read
36 Eye-Opening Inclusive Marketing Statistics That Prove Its Power for 2022
October 6, 2021 • 6 min read
Hire Freelance Writers with Caution (Read this First)
September 27, 2021 • 10 min read
5 Key Elements of a Winning Inbound Marketing Strategy
September 14, 2021 • 14 min read
How to Get the Most Out of Your 2-Week HubSpot Free Trial
September 13, 2021 • 5 min read
Drift report on pandemic fallout reveals seismic shift in marketing strategy
September 9, 2021 • 2 min read