--- title: Blog | Trending Up Strategy | Alicia Westphal description: Alicia is a sales and marketing strategist with experience in digital, content and inbound marketing. Her area of expertise is identifying and targeting audience personas. She enjoys the nerdy things in life, has a passion for reading all the things, and is a dogaholic and Disney addict. --- [![Trending Up - Logo - Horizontal - Color - Inverted copy](https://www.trendingupstrategy.com/hs-fs/hubfs/logos/Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color%20-%20Inverted%20copy.png?width=210&height=70&name=Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color%20-%20Inverted%20copy.png "Trending Up - Logo - Horizontal - Color - Inverted copy")](https://www.trendingupstrategy.com/) - [SALES-READY WEBSITES](https://www.trendingupstrategy.com/automated-sales-machine) - [SALES & MARKETING STRATEGY](https://www.trendingupstrategy.com/marketing-strategy-for-specialty-manufacturers) - RESOURCES - [BLOG](https://www.trendingupstrategy.com/manufacturing-blog) - [FREE RESOURCES](https://www.trendingupstrategy.com/manufacturing-marketing-resource-center) - [MARKETING ROI CALCULATOR](https://www.trendingupstrategy.com/roi-calculator) - [CASE STUDY](https://www.trendingupstrategy.com/conveyor-system-manufacturer-case-study) - CONTACT - [CONTACT US](https://www.trendingupstrategy.com/contact) - [CAREER CENTER](https://www.trendingupstrategy.com/career-center) - [FREE MARKETING ANALYSIS](https://www.trendingupstrategy.com/personalized-marketing-analysis-video) ## Smarketing Blog ![Alicia Westphal](https://www.trendingupstrategy.com/hubfs/Profile_Pictures/Hubspot_Persona-Avatars/alicia_westphal_headshot_02.2017.jpg) ## Alicia Westphal Alicia is a sales and marketing strategist with experience in digital, content and inbound marketing. Her area of expertise is identifying and targeting audience personas. She enjoys the nerdy things in life, has a passion for reading all the things, and is a dogaholic and Disney addict. ### Recent Posts by Alicia Westphal: ## Specialized Construction Marketing Plan Pt 2: Create Content \[VIDEO\] by [Alicia Westphal](https://www.trendingupstrategy.com/blog/author/alicia-westphal)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Profile_Pictures/Hubspot_Persona-Avatars/alicia_westphal_headshot_02.2017.jpg?width=35&name=alicia_westphal_headshot_02.2017.jpg) April 27, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/publish_relevant_content.jpg)](https://www.trendingupstrategy.com/blog/construction-strategic-marketing-planning-part-2-create-content-video) We recently published the [first part](https://www.trendingupstrategy.com/blog/specialized-construction-strategic-marketing-planning-part-1-strategy-video) in this series about specialized construction marketing planning. It starts with a [strategic marketing plan built for specialized construction](https://www.trendingupstrategy.com/inside-content-marketers-blueprint-content-commercial-contractor) with clear goals and measurable, results-oriented tactics can help you build up a lead-generating machine for your business.  The second step is to create and distribute [content that's relevant to your target audience](https://www.trendingupstrategy.com/blog/create-relevant-content-for-measurable-marketing-strategy-results). Relevant content will attract this audience to your website when they're searching for solutions, and will establish trust with them when they read what you've published.  [CONTINUE READING](https://www.trendingupstrategy.com/blog/construction-strategic-marketing-planning-part-2-create-content-video) [0 Comments](https://www.trendingupstrategy.com/blog/construction-strategic-marketing-planning-part-2-create-content-video#comments-listing) Topics: [Content Marketing](https://www.trendingupstrategy.com/blog/topic/content-marketing) [Marketing Strategy](https://www.trendingupstrategy.com/blog/topic/marketing-strategy) [Commercial Construction Marketing](https://www.trendingupstrategy.com/blog/topic/commercial-construction-marketing) ## How To Scare Away Your Potential Customers During Negotiation by [Alicia Westphal](https://www.trendingupstrategy.com/blog/author/alicia-westphal)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Profile_Pictures/Hubspot_Persona-Avatars/alicia_westphal_headshot_02.2017.jpg?width=35&name=alicia_westphal_headshot_02.2017.jpg) April 19, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/rude7.jpg)](https://www.trendingupstrategy.com/blog/how-to-scare-away-your-potential-customers-during-negotiation) You’ve identified a quality lead, connected with them and built trust through [educational, customer-centric content](https://www.trendingupstrategy.com/content), and explored solutions along with them. As your buyer goes through their buyer’s journey and you've followed the steps in the [Empowered Sales Methodology](https://www.trendingupstrategy.com/sales-enablement), the next step is clear: advise them and close the sale. But how? There is plenty of advice out there on how to close a sale. But negotiating is the step that comes first. As a salesperson, using any of these phrases while negotiating with a quality, qualified potential customer is a great way to make them look elsewhere for a solution. [CONTINUE READING](https://www.trendingupstrategy.com/blog/how-to-scare-away-your-potential-customers-during-negotiation) [0 Comments](https://www.trendingupstrategy.com/blog/how-to-scare-away-your-potential-customers-during-negotiation#comments-listing) Topics: [Inbound Smarketing](https://www.trendingupstrategy.com/blog/topic/inbound-smarketing) [Sales Enablement](https://www.trendingupstrategy.com/blog/topic/sales-enablement) ## Reactionary Recruitment & 3 Other Major Problems with Today's TA Practices by [Alicia Westphal](https://www.trendingupstrategy.com/blog/author/alicia-westphal)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Profile_Pictures/Hubspot_Persona-Avatars/alicia_westphal_headshot_02.2017.jpg?width=35&name=alicia_westphal_headshot_02.2017.jpg) April 10, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/recruiters_are_blamed_for_increasing_time-to-hire.jpg)](https://www.trendingupstrategy.com/blog/reactionary-recruitment-three-other-major-problems-todays-ta-practices) Imagine this scenario: a hiring manager calls you up to let you know that an employee has given their two-week notice. ‘Fill out this new employee acquisition form,’ you tell the manager. And then you hear nothing for two weeks while the hiring manager scrambles to get all the necessary approvals and signatures for the replacement. Once everything is signed, you start recruiting for the open position - in IT. [CONTINUE READING](https://www.trendingupstrategy.com/blog/reactionary-recruitment-three-other-major-problems-todays-ta-practices) [0 Comments](https://www.trendingupstrategy.com/blog/reactionary-recruitment-three-other-major-problems-todays-ta-practices#comments-listing) Topics: [Attraction Recruiting](https://www.trendingupstrategy.com/blog/topic/attraction-recruiting) ## Inbound Marketing Strategy: A Local Home Builder Case Study by [Alicia Westphal](https://www.trendingupstrategy.com/blog/author/alicia-westphal)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Profile_Pictures/Hubspot_Persona-Avatars/alicia_westphal_headshot_02.2017.jpg?width=35&name=alicia_westphal_headshot_02.2017.jpg) March 10, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Infographics_and_Offers/Strong-blocks-inbound-marketing-results-infographic.jpg)](https://www.trendingupstrategy.com/blog/effects-of-inbound-marketing-a-local-home-builder-case-study-summary) When I get started on a strategy for a client at Trending Up, the most important question I ask is "*what are your goals?*". Obviously, the biggest goal for a home builder (or any industry business, for that matter) is to increase profits. It's my job to put together an [executable marketing strategy](https://www.trendingupstrategy.com/blog/build-a-marketing-strategy-like-your-construction-site) that will get them there. However, part of our sales process here at Trending Up is to help the client identify exact pain points they're experiencing - so by the time they sign with us and we have our first strategy meeting, they answer my question much differently.  [CONTINUE READING](https://www.trendingupstrategy.com/blog/effects-of-inbound-marketing-a-local-home-builder-case-study-summary) [0 Comments](https://www.trendingupstrategy.com/blog/effects-of-inbound-marketing-a-local-home-builder-case-study-summary#comments-listing) Topics: [Inbound Marketing for Home Contractors](https://www.trendingupstrategy.com/blog/topic/inbound-marketing-for-home-contractors) [Marketing for Home Builders](https://www.trendingupstrategy.com/blog/topic/marketing-for-home-builders) [Sales Enablement](https://www.trendingupstrategy.com/blog/topic/sales-enablement) ## What Inbound Marketing Is, & Why It's The Solution for Manufacturers by [Alicia Westphal](https://www.trendingupstrategy.com/blog/author/alicia-westphal)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Profile_Pictures/Hubspot_Persona-Avatars/alicia_westphal_headshot_02.2017.jpg?width=35&name=alicia_westphal_headshot_02.2017.jpg) March 1, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Infographics_and_Offers/Traditional%20Marketing%20Infographic.png)](https://www.trendingupstrategy.com/blog/what-inbound-marketing-for-manufacturers-is-and-why-its-the-solution) Whether you’re ready or not, [manufacturer marketing](https://www.trendingupstrategy.com/blog/how-to-know-if-b2b-inbound-marketing-fits-your-manufacturing-company) has already been disrupted. Peoples' behaviors have changed, and they’re tuning out traditional marketing tactics. [CONTINUE READING](https://www.trendingupstrategy.com/blog/what-inbound-marketing-for-manufacturers-is-and-why-its-the-solution) [0 Comments](https://www.trendingupstrategy.com/blog/what-inbound-marketing-for-manufacturers-is-and-why-its-the-solution#comments-listing) Topics: [Inbound Marketing](https://www.trendingupstrategy.com/blog/topic/inbound-marketing) [Manufacturing Blogs](https://www.trendingupstrategy.com/blog/topic/manufacturing-blogs) ## 5 B2B Marketing Trends to Watch in 2017 \[VIDEO\] by [Alicia Westphal](https://www.trendingupstrategy.com/blog/author/alicia-westphal)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Profile_Pictures/Hubspot_Persona-Avatars/alicia_westphal_headshot_02.2017.jpg?width=35&name=alicia_westphal_headshot_02.2017.jpg) February 21, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/slide1-Emerging-B2B-Marketing-Trends-2017-webinar.png)](https://www.trendingupstrategy.com/blog/five-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.” [CONTINUE READING](https://www.trendingupstrategy.com/blog/five-b2b-marketing-trends-to-watch-in-2017-video) [0 Comments](https://www.trendingupstrategy.com/blog/five-b2b-marketing-trends-to-watch-in-2017-video#comments-listing) Topics: [Marketing for B2B](https://www.trendingupstrategy.com/blog/topic/marketing-for-b2b) ## 5 Ways Your Members Benefit from a Sales and Marketing Expert Speaker by [Alicia Westphal](https://www.trendingupstrategy.com/blog/author/alicia-westphal)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Profile_Pictures/Hubspot_Persona-Avatars/alicia_westphal_headshot_02.2017.jpg?width=35&name=alicia_westphal_headshot_02.2017.jpg) January 26, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/learning%20is%20important%20for%20association%20members.jpg)](https://www.trendingupstrategy.com/blog/5-ways-members-benefit-from-sales-marketing-expert-speaker) As the driver of association membership, you’re well aware that retaining current members is preferable to recruiting new members *plus* regaining ones you’ve lost during the past membership drive timeframe. It’s very related to how businesses think about retaining current clients: according to Gartner, **it costs 5x as much to acquire a new customer as it takes to keep an existing one satisfied**. [CONTINUE READING](https://www.trendingupstrategy.com/blog/5-ways-members-benefit-from-sales-marketing-expert-speaker) [0 Comments](https://www.trendingupstrategy.com/blog/5-ways-members-benefit-from-sales-marketing-expert-speaker#comments-listing) Topics: [association membership](https://www.trendingupstrategy.com/blog/topic/association-membership) ## What is Inbound Recruiting? by [Alicia Westphal](https://www.trendingupstrategy.com/blog/author/alicia-westphal)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Profile_Pictures/Hubspot_Persona-Avatars/alicia_westphal_headshot_02.2017.jpg?width=35&name=alicia_westphal_headshot_02.2017.jpg) January 19, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/recruiting_top_talent_is_a_team_effort.jpg)](https://www.trendingupstrategy.com/blog/what-is-inbound-recruiting) You may have heard the term *inbound recruiting* in HR circles in the past few years. But do you have a good understanding of what it is, why it’s trending, and how it could change the way you do your job as a recruiter? Today, I’ll dive in and give some grounding to this new term and how inbound marketing for recruiters changes the way you recruit for hard-to-fill, high-volume open positions. [CONTINUE READING](https://www.trendingupstrategy.com/blog/what-is-inbound-recruiting) [1 Comment](https://www.trendingupstrategy.com/blog/what-is-inbound-recruiting#comments-listing) Topics: [Attraction Recruiting](https://www.trendingupstrategy.com/blog/topic/attraction-recruiting) ## 10 Discovery Questions to Ask When Exploring a Qualified Lead by [Alicia Westphal](https://www.trendingupstrategy.com/blog/author/alicia-westphal)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Profile_Pictures/Hubspot_Persona-Avatars/alicia_westphal_headshot_02.2017.jpg?width=35&name=alicia_westphal_headshot_02.2017.jpg) January 11, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/shutterstock_165388571.jpg)](https://www.trendingupstrategy.com/blog/10-discovery-questions-to-ask-when-exploring-a-qualified-lead) Identify, connect, explore, advise. We use a variation on Hubspot’s [inbound sales method](http://hubspot.com/sales/sales-training), but the main points are the same: by educational and consultative in your sales process. The idea (and, in practice, the reality) is that prospects have already done a majority of their research about you and your products before they are ready to talk to a salesperson. As a result, salespeople must adapt to today's buyers.  [CONTINUE READING](https://www.trendingupstrategy.com/blog/10-discovery-questions-to-ask-when-exploring-a-qualified-lead) [0 Comments](https://www.trendingupstrategy.com/blog/10-discovery-questions-to-ask-when-exploring-a-qualified-lead#comments-listing) Topics: [Improving Close Ratio](https://www.trendingupstrategy.com/blog/topic/improving-close-ratio) [Sales Enablement](https://www.trendingupstrategy.com/blog/topic/sales-enablement) ## Happy Thanksgiving from Trending Up's Team to Yours by [Alicia Westphal](https://www.trendingupstrategy.com/blog/author/alicia-westphal)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Profile_Pictures/Hubspot_Persona-Avatars/alicia_westphal_headshot_02.2017.jpg?width=35&name=alicia_westphal_headshot_02.2017.jpg) November 27, 2016 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/eat_drink_be_thankful.jpg)](https://www.trendingupstrategy.com/blog/happy-thanksgiving-from-jüls-team-to-yours) I hope you all had a fabulous Thanksgiving! From us here at Trending Up, we’d just like to take a moment to share what makes us most thankful this year, from friends, to family, to our clients! Here are some from some of our team: [CONTINUE READING](https://www.trendingupstrategy.com/blog/happy-thanksgiving-from-jüls-team-to-yours) [0 Comments](https://www.trendingupstrategy.com/blog/happy-thanksgiving-from-jüls-team-to-yours#comments-listing) Topics: [Recruitment](https://www.trendingupstrategy.com/blog/topic/recruitment) [All Posts](https://www.trendingupstrategy.com/blog/all) [Next Page](https://www.trendingupstrategy.com/blog/author/alicia-westphal/page/2) ## Something Powerful ### Tell The Reader More The headline and subheader tells us what you're offering, and the form header closes the deal. Over here you can explain why your offer is so great it's worth filling out a form for. Remember: - Bullets are great - For spelling out benefits and - Turning visitors into leads. ### About The Trending Up Blog On our blog, we'll share our passion and energy for strategy, inbound marketing, selling, and growing businesses. We hope you'll do the same! Here's what to expect from our blog: - The best ways to accomplish your growth goals - News & updates on the digital industry and what it means for you - How to keep *trending up*. 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