Smarketing Blog

Outbound vs. Inbound: Marketing Spend vs. Marketing Investment [INFOGRAPHIC]

Those of you who know me well know that in a prior life I worked for a private equity company that focused on acquiring mid-size manufacturing companies.  I then became a small business owner/operator investing and running a specialized construction company.  I can tell you that it has not always been easy to make the long-term investment over the short-term instant results when it comes to marketing. Do you feel the same way?

Seeing my logo on a web banner, my name on a billboard, or hearing my voice on a radio ad made me feel like I was doing something to promote my business. So many eyeballs, and so many ears! It’s gotta be working, right?

Topics: Content Marketing Blogging ROI Inbound Marketing Marketing for B2B Manufacturing Blogs Marketing for Home Builders Increase Lead Generation

Do You Need a New B2B Marketing Strategy? 10 Questions to Ask

As a business leader for a B2B company, you have responsibilities company-wide: caring for your employees, making sure customers are happy, ensuring that sales are up and losses are down, and possibly most importantly, working toward a high return on all investments. In your budget, marketing most likely has one of the highest-cost line items - but it should also have one of the highest returns. Contrary to popular belief, you can have faith in your marketing department's ability to produce high, measurable returns on your investments through a successful marketing strategy.

But how do you know if it’s working?

Topics: Content Marketing Marketing for B2B Increase Lead Generation

The Missing Link Between Manufacturing Marketing & ROI: Sales Enablement

Let me tell you a story. It’s one that my team and I have heard about from many prospects, and have seen from almost every one of our clients to date. It’s not unique to a specific industry, though it does seem more prevalent (or perhaps just more obvious) in our manufacturing clients. This story is about a reformed marketing team’s path to success.

Topics: Marketing for B2B Sales Enablement

5 B2B Marketing Trends to Watch in 2017 [VIDEO]

Marketing in 2017 is inbound-centric.

In fact, inbound is the preferred marketing method for all companies that spend under $5 million annually on marketing. If your organization spends less than $100,000 on marketing annually, you’re four times more likely to practice inbound than outbound. In the words of Guy Kawasaki, "If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.”

Topics: Marketing for B2B

Why Specialized Construction Companies Need Specialized Marketing [Infographic]

Industrial construction business-to-business company marketing is a complex, two-pronged necessity for businesses today to increase lead generation.

Topics: Marketing Powered By Data Inbound Marketing Marketing for B2B Construction

Attribution in Marketing: a How-To Guide from Trending Up Strategy

Marketing attribution: the quest for information and data that allows marketers to pinpoint the assisting marketing messages, formats, and channels that lead a purchasing customer to their buying decision.

To optimize your marketing investment to get the best return possible, attribution is a priority. It’s the ability to analyze the data you have to differentiate how marketing techniques affect the sales cycle, which allows you to choose how to optimize across silos to improve the end result: your bottom line.

Topics: Inbound Marketing Marketing for B2B Marketing Strategy

How We Rebranded Jul Creative to Trending Up [VIDEO]

You may have noticed something a little (okay, a lot) different on our site this morning. We’ve rebranded! Jül Creative is now Trending Up Sales and Marketing. If you have a few minutes, I’ll tell you the story (and if you don't, here's a video to get you started):

Topics: Marketing for B2B Marketing Strategy

Cost-Benefit Analysis: Hiring In-House vs. Outsourced Marketing Agency

A strategic role like a VP or Chief Officer of Marketing has a big impact on your business. Depending on the size of your business, a director of marketing may have just as large an impact. Hiring for this role means a long and often difficult recruiting process, with the chance that the person hired may not be a good fit or will not have the leadership qualifications promised during the interview process. Outsourcing the responsibilities of a CMO to an agency or firm may be the right choice for your marketing investment due to a few key differentiators.

Topics: Content Marketing Marketing for B2B Marketing Strategy

B2B Construction Companies: Use Lead Nurturing to Stay Top of Mind

It's not common to find marketing agencies specializing in construction, but luckily, you've come to the right place to learn more. In the past, I've talked about how industrial commercial construction company marketing is complex, so construction companies, especially those in specialized industries, need specialized marketingToday's post focuses on lead nurturing, part of the conversion-to-closing process. Need a refresher? We've created this handy infographic about the inbound process and how it works for B2B construction companies.

Lead nurturing is the next step in the process after you've attracted someone to your site and converted them into a first-time lead: they've filled out a form and given you permission to communicate more with them, but they're not quite ready to purchase. Lead nurturing is what happens between conversion to a lead and closing a sale.

Topics: Inbound Marketing Marketing for B2B Construction

7 Website Tips for Successful Hunting Sales Pros to Increase Time-in-Stand

Autumn is one of my favorite times of year in Wisconsin. And if you think it’s just because of the return of the Starbucks red cup, PSL, and holiday drinks, think again (but seriously, those things are delicious). Fall is hunting season in Wisconsin, and it tends to be a favorite hobby among friends and family.

Just you and the the great northwoods (and hopefully, that 12-pointer!) make for a great week-long break. The anticipation of seeing that buck makes the time in the stand totally worth it. But if you’re anything like me, as a salesperson, there’s some hesitation that comes from taking a vacation this close to the holiday season. What if I miss a follow-up email? What if I would have just contacted a few more people this week? What if I miss a lead?

Topics: Marketing for B2B Increase Lead Generation Get Higher Conversions