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Inbound Industry Report: July 16, 2012

Posted by Laura Pinter on July 16, 2012

Top marketing news, articles and tips from the second week of July 2012.

Inbound Marketing Industry ReportSocial Business

It takes a significant time and resource commitment to do social right, which can be intimidating for professi

onals at any level—let alone executives. With a strategy in place, getting on board with social is manageable, yet CEOs are doing a huge disservice to themselves and their companies by not personally embracing social media sites like Facebook, Twitter and LinkedIn. In fact, an overwhelming majority (70%) of CEOs have no presence on social media at all.

In addition to execs gaining visibility externally, Kristin Burnham's (@kmburnham) interview with author Jacob Morgan (@jacobm) details the importance of organizations embracing internal social networks to improve collaboration and culture.

With social at the core of the business, organizations can tackle common business obstacles head-on, as explained by Amber Naslund (@ambercadabra).

Lead Generation & Sales

B2B marketing and sales leaders go back to basics, and share their thoughts on lead generation skills that still need mastering with Kristin Hambelton (@KMHambelton). Some of the expert advice that hit home:

  • Show your prospects why the way they’re doing things today should be improved. Tell your bigger story.”Trish Bertuzzi (@bridgegroupinc)
  • “Only 5 percent of prospects are ready to buy immediately; however, those who say ‘no’ represent 80 percent of your future sales… Capture these sales by demonstrating your value. So don’t discard them, nurture them.”Brian J. Carroll (@brianjcarroll)
  • “Instead of getting comfortable [with things we have mastered], B2B marketers need to view every aspect of their lead generation programs as an area for potential improvement.”Eric Wittlake (@wittlake)

With solid lead nurturing programs in place, make sure your sales team is fit to close when leads are deemed “sale ready.” HubSpot’s VP of sales, Mark Roberge (@markroberge), shares his mission statement (“scalable, predictable revenue growth”) and the tactics he uses to build and manage an all-star sales team.

Future of Facebook

Facebook is on the verge of decreasing social anonymity, and increasing digital accountability by now showing whether and when members of a group have read a message. Are you a “fan” of changes like these, or do you prefer a passive social presence?

Digital marketer Shiv Singh (@shivsingh) shares some predictions for Facebook’s future domination in online advertising. But first, it has to prove itself to marketers, he says. Here are some of Singh’s thoughts:

  1. Ramp up insights functionality for real-time measurement.
  2. Invest in platform measurement for real ROI.
  3. Make public metrics more credible, instead of reliant on paid media.

Company News & Updates

Stats & Studies

SEO Resources: Bookmarks of the Week

What articles made your top list last week? We'd like to hear your opinions in the comments.

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