TOFU, MOFU, BOFU content all sound the same to people new to inbound, and they need to be very different to actually convert. Bottom-of-funnel content is where leads turn into sales, and most teams underweight it. Here are four steps to generate great BOFU content, starting with asking your sales team what they consider a warm lead.
Most sales teams paying for LinkedIn Sales Navigator use about a quarter of the platform's capability, then renew it. Here are the Sales Nav features that actually pay back: advanced filters, shared-interest bonding, trigger-event alerts, and account-based outreach. Sharper lead lists, better personalisation, less time wasted on prospects who were never going to buy.
Lead nurture campaigns sound straightforward, capture email, send content, hand over to sales. The reality is seven distinct steps, and most teams skip the planning ones and jump to writing emails. Here's a step-by-step lead nurture implementation walk-through using HubSpot workflows, with the segmentation, chronology and review work that decides whether the campaign earns its keep.
Most B2B homepages try to do everything for everyone, and end up doing very little for anyone. The fix is the unglamorous one: focus on the primary buyer persona, lead visitors down one path, organise the menus around that path, and ruthlessly cut. Here are the steps to optimise a homepage for lead conversion, including how many CTAs is the right number.
Most marketing ROI conversations are about Tactical ROI, the return on a specific campaign or initiative. That's the wrong number to optimise. Strategic ROI looks at the business return from the overall approach, and a campaign with great Tactical ROI can have zero or negative Strategic ROI. Here are seven steps to measure the right ROI and stop optimising the wrong thing.