Topics Discussed and Key Points:
- How the internet and social media changed the lead generation game
- Why marketing is more important than sales
- Qualities of an inbound organization
- The basic philosophy and foundational principles of inbound marketing
- What touchpoints to put in place to qualify leads as reliably and efficiently as possible
- Why having happy customers is more important today than ever before
- The difference between marketing qualified leads and sales qualified leads and how to advance each
- A primer on lead scoring
- Best practices around workflows and marketing automation
- Why use HubSpot?
In today’s episode, Debbie speaks with Dan Tyre on inbound marketing and marketing automation. Dan is the author of Inbound Organization: How to Build and Strengthen Your Company’s Future Using Inbound Principles (2018). He is a speaker, blogger, mentor, and coach for those who want to harness the power of inbound marketing to improve their bottom line. Dan joined HubSpot as a member of the original team in 2007, and today serves as the company’s Sales Director.
Potential buyers, both B2B and B2C, like to consider their options anonymously if possible, and oftentimes do their research well in advance of making their final decision (sometimes up to a year or so) depending on the size of the investment. What they see, in the absence of a salesperson (who they wish to avoid at all costs) is paramount to making the sale. This is why, according to Dan, marketing is more important than sales.
As opposed to focusing purely on sales, “the attributes of an inbound organization is they like to help people,” says Dan. “They do things out of the goodness of their heart.” In fact, in 2014, Dan published an article titled “Always Be Closing Is Dead: How to Always Be Helping”.
As little as ten years ago, there were more gatekeepers and other such hurdles to reach prospects. You had to pick up the phone and make calls. Today, the amount of online tools and platforms you have at your disposal makes inbound marketing an available option even for smaller companies. On the other hand, the average company has 44 competitors today. As Dan stresses, it is important to “add value before you extract value” if you want to stand out.
Listen in as Dan unleashes a treasure trove of best practices for today’s inbound marketer, including how to define your persona, qualifying (and disqualifying) prospects, creating an effective sales funnel, and HubSpot’s competitive advantage over other growth platforms.