--- title: Blog | Trending Up Strategy (4) description: Educational information about all things digital to help market, sell, and grow your business today. (4) --- [![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 ## 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) ## How The Packers' Loss Can Be A Lesson in Sales and Marketing Strategy by [Jenna Orrock](https://www.trendingupstrategy.com/blog/author/jenna-orrock)![](https://www.trendingupstrategy.com/hs-fs/hubfs/IMG_1160%20square.jpg?width=35&name=IMG_1160%20square.jpg) January 23, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/jenna_blog/jenna_engel_lambeau_field_packers.jpg)](https://www.trendingupstrategy.com/blog/how-the-packers-loss-can-be-a-lesson-in-sales-and-marketing-strategy) “They weren’t a better team, but they played a better game.” After the Packers’ bitter loss to the Falcons during yesterday’s division championship game, this was the sentiment that (begrudgingly) floated to the forefront of my thoughts. The Falcons weren’t an arguably better team, but yesterday, they absolutely played the game of football more successfully. [CONTINUE READING](https://www.trendingupstrategy.com/blog/how-the-packers-loss-can-be-a-lesson-in-sales-and-marketing-strategy) [0 Comments](https://www.trendingupstrategy.com/blog/how-the-packers-loss-can-be-a-lesson-in-sales-and-marketing-strategy#comments-listing) Topics: [Sales Enablement](https://www.trendingupstrategy.com/blog/topic/sales-enablement) [Marketing Strategy](https://www.trendingupstrategy.com/blog/topic/marketing-strategy) ## 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) ## Cost-Benefit Analysis: Hiring In-House vs. Outsourced Marketing Agency by [Jenna Orrock](https://www.trendingupstrategy.com/blog/author/jenna-orrock)![](https://www.trendingupstrategy.com/hs-fs/hubfs/IMG_1160%20square.jpg?width=35&name=IMG_1160%20square.jpg) January 18, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/Outsourced_vs_in_bouse_marketing.jpg)](https://www.trendingupstrategy.com/blog/cost-benefit-analysis-hiring-in-house-versus-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. [CONTINUE READING](https://www.trendingupstrategy.com/blog/cost-benefit-analysis-hiring-in-house-versus-outsourced-marketing-agency) [0 Comments](https://www.trendingupstrategy.com/blog/cost-benefit-analysis-hiring-in-house-versus-outsourced-marketing-agency#comments-listing) Topics: [Content Marketing](https://www.trendingupstrategy.com/blog/topic/content-marketing) [Marketing for B2B](https://www.trendingupstrategy.com/blog/topic/marketing-for-b2b) [Marketing Strategy](https://www.trendingupstrategy.com/blog/topic/marketing-strategy) ## 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) ## B2B Construction Companies: Use Lead Nurturing to Stay Top of Mind by [Benjamin Engel](https://www.trendingupstrategy.com/blog/author/benjamin-engel)![](https://www.trendingupstrategy.com/hs-fs/hubfs/Ben%20Author.png?width=35&name=Ben%20Author.png) January 9, 2017 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Blog_Photos/lead_nurturing_grows_client_numbers.jpg)](https://www.trendingupstrategy.com/blog/b2b-construction-companies-use-lead-nurturing-to-stay-top-of-mind) It's not common to find [marketing agencies specializing in construction](https://www.trendingupstrategy.com/blog/why-specialized-construction-companies-need-specialized-inbound-marketing-tactics), 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](https://www.trendingupstrategy.com/home-builders/contractors) is complex, so construction companies, especially those in specialized industries, [need specialized marketing](https://www.trendingupstrategy.com/blog/why-specialized-construction-companies-need-specialized-inbound-marketing-tactics). Today'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. [CONTINUE READING](https://www.trendingupstrategy.com/blog/b2b-construction-companies-use-lead-nurturing-to-stay-top-of-mind) [4 Comments](https://www.trendingupstrategy.com/blog/b2b-construction-companies-use-lead-nurturing-to-stay-top-of-mind#comments-listing) Topics: [Inbound Marketing](https://www.trendingupstrategy.com/blog/topic/inbound-marketing) [Marketing for B2B](https://www.trendingupstrategy.com/blog/topic/marketing-for-b2b) [Construction](https://www.trendingupstrategy.com/blog/topic/construction) ## How to Improve Membership Engagement for Your Association by [Brian Bzdawka](https://www.trendingupstrategy.com/blog/author/brian-bzdawka)![](https://www.trendingupstrategy.com/hs-fs/hubfs/44179875_10156868119424595_6988195911268564992_n.jpg?width=35&name=44179875_10156868119424595_6988195911268564992_n.jpg) December 27, 2016 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Engagement%20=%20Fuel.jpeg)](https://www.trendingupstrategy.com/blog/how-to-improve-membership-engagement-for-your-association) So, to start off… what the hell is membership engagement? I know a lot of you might have been thinking that.  Well, that’s ok because there isn’t a clear cut answer.  Membership Engagement isn’t just the newest buzzword that people like to sling around - it’s a real thing, but it will mean something different to each association.  [CONTINUE READING](https://www.trendingupstrategy.com/blog/how-to-improve-membership-engagement-for-your-association) [0 Comments](https://www.trendingupstrategy.com/blog/how-to-improve-membership-engagement-for-your-association#comments-listing) Topics: [Increase Lead Generation](https://www.trendingupstrategy.com/blog/topic/increase-lead-generation) [association membership](https://www.trendingupstrategy.com/blog/topic/association-membership) [quality leads](https://www.trendingupstrategy.com/blog/topic/quality-leads) ## 5 Reasons Why Quality Speakers Make An Impact On Your Association by [Jenna Orrock](https://www.trendingupstrategy.com/blog/author/jenna-orrock)![](https://www.trendingupstrategy.com/hs-fs/hubfs/IMG_1160%20square.jpg?width=35&name=IMG_1160%20square.jpg) December 22, 2016 - [Tweet](https://twitter.com/share) [![{ content.name }}](http://i.giphy.com/7OMmPyUEsYwQ8.gif)](https://www.trendingupstrategy.com/blog/5-reasons-why-quality-association-speakers-make-an-impact-on-your-association) We have all been through presentations with lousy speakers where we have sat patiently checking our phones, feeling like time was standing still, wondering what’s for dinner and then left feeling cheated of our time.  I don’t know about you, but I have been through enough of them where, if the time spent was combined, I could have probably hiked to Colorado and back (and enjoyed it significantly more; granted, I do like hiking). [CONTINUE READING](https://www.trendingupstrategy.com/blog/5-reasons-why-quality-association-speakers-make-an-impact-on-your-association) [0 Comments](https://www.trendingupstrategy.com/blog/5-reasons-why-quality-association-speakers-make-an-impact-on-your-association#comments-listing) Topics: [Increase Lead Generation](https://www.trendingupstrategy.com/blog/topic/increase-lead-generation) [association membership](https://www.trendingupstrategy.com/blog/topic/association-membership) [quality leads](https://www.trendingupstrategy.com/blog/topic/quality-leads) ## How to Measure Qualification of Association Membership Leads by [Jenna Orrock](https://www.trendingupstrategy.com/blog/author/jenna-orrock)![](https://www.trendingupstrategy.com/hs-fs/hubfs/IMG_1160%20square.jpg?width=35&name=IMG_1160%20square.jpg) December 15, 2016 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/qualities%20and%20accomplishments.jpeg)](https://www.trendingupstrategy.com/blog/how-to-measure-qualification-of-association-membership-leads) Without members, associations would disappear; but it is important for the integrity of your association that your members are qualified and meet set standards.  So, setting up a way to measure the qualification of your potential association members is important.  [CONTINUE READING](https://www.trendingupstrategy.com/blog/how-to-measure-qualification-of-association-membership-leads) [0 Comments](https://www.trendingupstrategy.com/blog/how-to-measure-qualification-of-association-membership-leads#comments-listing) Topics: [Increase Lead Generation](https://www.trendingupstrategy.com/blog/topic/increase-lead-generation) [association membership](https://www.trendingupstrategy.com/blog/topic/association-membership) [quality leads](https://www.trendingupstrategy.com/blog/topic/quality-leads) ## How To Get Actionable Topics From Your Association Speakers by [Brian Bzdawka](https://www.trendingupstrategy.com/blog/author/brian-bzdawka)![](https://www.trendingupstrategy.com/hs-fs/hubfs/44179875_10156868119424595_6988195911268564992_n.jpg?width=35&name=44179875_10156868119424595_6988195911268564992_n.jpg) December 12, 2016 - [Tweet](https://twitter.com/share) [![{ content.name }}](https://www.trendingupstrategy.com/hubfs/Bored%20Audience.jpeg)](https://www.trendingupstrategy.com/blog/how-to-get-actionable-topics-from-your-association-speakers) We have all sat through a boring presentation.  Maybe it’s a topic that we are already familiar with, maybe the topic is too far over our heads, or maybe the person giving the presentation just has your sleep number dialed in and is slowly lulling you into a coma. [CONTINUE READING](https://www.trendingupstrategy.com/blog/how-to-get-actionable-topics-from-your-association-speakers) [0 Comments](https://www.trendingupstrategy.com/blog/how-to-get-actionable-topics-from-your-association-speakers#comments-listing) Topics: [Increase Lead Generation](https://www.trendingupstrategy.com/blog/topic/increase-lead-generation) [association membership](https://www.trendingupstrategy.com/blog/topic/association-membership) [quality leads](https://www.trendingupstrategy.com/blog/topic/quality-leads) [Previous Page](https://www.trendingupstrategy.com/blog/page/3) [All Posts](https://www.trendingupstrategy.com/blog/all) [Next Page](https://www.trendingupstrategy.com/blog/page/5) ## 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*. [Sign up to receive our blog updates in your inbox.](https://www.julcreative.com/subscribe/jul-creative-inbound-smarketing-blog) ### Subscribe Here! ### Recent Posts ### Posts by Topic - [Inbound Marketing (28)](https://www.trendingupstrategy.com/blog/topic/inbound-marketing) - [Content Marketing (18)](https://www.trendingupstrategy.com/blog/topic/content-marketing) - [Marketing for B2B (15)](https://www.trendingupstrategy.com/blog/topic/marketing-for-b2b) - [Sales Enablement (12)](https://www.trendingupstrategy.com/blog/topic/sales-enablement) - [Inbound Marketing for Home Contractors (10)](https://www.trendingupstrategy.com/blog/topic/inbound-marketing-for-home-contractors) - [Inbound Smarketing (10)](https://www.trendingupstrategy.com/blog/topic/inbound-smarketing) - [Increase Lead Generation (10)](https://www.trendingupstrategy.com/blog/topic/increase-lead-generation) - [Manufacturing Blogs (10)](https://www.trendingupstrategy.com/blog/topic/manufacturing-blogs) - [Marketing Powered By Data (10)](https://www.trendingupstrategy.com/blog/topic/marketing-powered-by-data) - [association membership (10)](https://www.trendingupstrategy.com/blog/topic/association-membership) - [Inbound for Financial Institutions (9)](https://www.trendingupstrategy.com/blog/topic/inbound-for-financial-institutions) - [Blogging ROI (7)](https://www.trendingupstrategy.com/blog/topic/blogging-roi) - [quality leads (7)](https://www.trendingupstrategy.com/blog/topic/quality-leads) - [Improving Close Ratio (5)](https://www.trendingupstrategy.com/blog/topic/improving-close-ratio) - [Marketing Strategy (5)](https://www.trendingupstrategy.com/blog/topic/marketing-strategy) - [Attraction Recruiting (4)](https://www.trendingupstrategy.com/blog/topic/attraction-recruiting) - [Buyer Personas (4)](https://www.trendingupstrategy.com/blog/topic/buyer-personas) - [Commercial Construction Marketing (4)](https://www.trendingupstrategy.com/blog/topic/commercial-construction-marketing) - [Construction (4)](https://www.trendingupstrategy.com/blog/topic/construction) - [Inbound Sales (4)](https://www.trendingupstrategy.com/blog/topic/inbound-sales) - [Social Media (4)](https://www.trendingupstrategy.com/blog/topic/social-media) - [Marketing for Home Builders (3)](https://www.trendingupstrategy.com/blog/topic/marketing-for-home-builders) - [Email Marketing (2)](https://www.trendingupstrategy.com/blog/topic/email-marketing) - [Personalization (2)](https://www.trendingupstrategy.com/blog/topic/personalization) - [Website Development (2)](https://www.trendingupstrategy.com/blog/topic/website-development) - [Nari Trade Show (1)](https://www.trendingupstrategy.com/blog/topic/nari-trade-show) - [Overhead Door Industry (1)](https://www.trendingupstrategy.com/blog/topic/overhead-door-industry) - [Recruitment (1)](https://www.trendingupstrategy.com/blog/topic/recruitment) - [Trade Show Success (1)](https://www.trendingupstrategy.com/blog/topic/trade-show-success) see all [![](https://www.trendingupstrategy.com/hs-fs/hubfs/logos/Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color.png?width=400&height=133&name=Trending%20Up%20-%20Logo%20-%20Horizontal%20-%20Color.png)](http://trendingupstrategy.com) ### 1870 The Exchange Suite 200 #357 Atlanta, GA 30339-2021   ### 720.213.8437   ### info@trendingupstrategy.com ![gold-horizontal-white](https://www.trendingupstrategy.com/hs-fs/hubfs/gold-horizontal-white.png?width=220&height=71&name=gold-horizontal-white.png "gold-horizontal-white") ### From Our Blog ### Sign Up for Updates           © 2026 Trending Up Strategy [Privacy Policy](https://www.julcreative.com/privacy-policy)  |  [Terms & Conditions](https://www.julcreative.com/terms-and-conditions)