Latest from the Intellegentia Blog

There are many good reasons to consider a marketing approach that incorporates inbound marketing and inbound sales, not least because the inbound methodology neatly aligns your online presence with your buyer's journey to find a solution to meet their needs.

If aligning your organisation to the buyers' journey and driving more cost effective growth is not compelling enough, then you should also consider that if you are not "doing" inbound, it's almost certain your competitors will be, if they have not done so already. Here's why...

You would have thought that companies would have had buying personas nailed by now…sadly in our experience that is not always the case. 

After all, many organisations have been steeped in sales methodologies where org charts, decision makers and motivations are all mapped out over the period of the sales cycle to close the sale. So why are buying personas not being used effectively?

A simple element of inbound marketing is lead capture or registration forms, which should be lovingly positioned on that carefully crafted landing page of yours. You've done the hard graft of developing some valued content, the campaign is waiting on the grid, and all you need now is the mechanism to capture all those juicy leads!

Well, we all know a poorly thought out landing page can significantly reduce your lead conversion ratio, and that also applies to each landing page registration form.

Lead Nurturing is a fundamental must-have for successful inbound marketing. Statistics show that only 56% of B2B organizations verify valid business leads before they are passed to Sales. (MarketingSherpa)

In the sales and marketing world, there are few issues that get more attention than at what point a lead becomes 'sales ready' and therefore be passed on to sales and when a lead should stay with marketing and be nurtured.

Gleanster Research estimates that 50% of leads who are qualified to buy are not ready to purchase immediately. If you call these leads up to try and hurry them along the buying process you will most likely lose them.  So what to do with those that are not ready to purchase immediately?  

Lead nurturing is all about understanding the nuances of your leads’ needs and providing them with relevant content at the right time. Getting these details right and being more scientific with your lead nurturing will help you to align your sales and marketing teams, make your sales teams happier as they receive better quality leads and improve ROI from your marketing efforts.

Take a look at some common lead nurturing mistakes to avoid: