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Ascending the Inbound Marketing Hierarchy: Unveiling the Marketer's Maslow Pyramid
Demystifying the inbound lead generation, its tech stack, and more.
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It's been an incredible month since the Highperformr.ai journey began! And guess what? We've got some big news to share —we've found our new home at growthstore.xyz.
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This week, we're diving deep into Inbound Lead Generation - a game-changing piece of the growth puzzle. We'll break down the concept, demystify its tech stack, and show you how it differs from outbound marketing. Whether you're a startup founder or leading an established business, understanding Inbound Lead Generation is key to unlocking growth potential.
And guess what? We've got a secret weapon to help supercharge your social inbound! 🤫 Read on…
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Let's jump right in and explore together. 🚀🌱
Demystifying inbound lead-gen during our fundraising campaign
In the thrilling world of our entrepreneurship, one investor's unwavering pursuit of excellence had become a catalyst for our transformation. For the ambitious co-founders that we are, the fundraising process took an extraordinary turn when we encountered an investor with an insatiable curiosity and a keen eye for detail. With each round of questioning and thought-provoking feedback, we retraced our steps and returned to the drawing board to fortify our vision. We sought validation from seasoned growth marketers. This fuelled our excitement to present a well-crafted and substantiated story to the investor. As the partnership deepened, progress became our ally, illuminating the path to clarity and igniting the spark of certainty.
In the exciting world of Lead Generation, success comes from quickly attracting, converting, and closing. The inbound marketing strategy shines in this journey, and attraction is the key.
Now, let's explore the three magical methods that make this attraction a reality:
Website: The heartbeat of attraction pulsates through website metrics, with visitors as a barometer of audience engagement.
Tracking website traffic provides valuable insights into the effectiveness of content and user experience.
Analyzing visitor behavior helps refine strategies and optimize content to resonate with the target audience.
Blogs: Blogs act as an enchanting magnet, pulling visitors to the digital stage.
Informative and engaging blog posts cater to the audience's interests, establishing the company as an industry thought leader.
Utilizing strategic keywords in blogs enhances search engine visibility, increasing the chances of organic traffic.
Social Platforms: A personal attempt on social media platforms draws audiences closer, enticed by captivating content.
Engaging posts and captivating visuals spark interest and encourage interaction with the brand.
Leveraging the power of social sharing amplifies the reach, extending the allure to a broader audience.
While attracting audiences, channels play a pivotal role in driving traffic to the digital stage. Among the stars of this performance are keywords, the genuine key holders to unlock the doors of inbound success. In an inbound business, keywords can bring traffic, though not all, with immediate intent to purchase. Surprisingly, only 5% of searchers have a commercial intent to buy software, making this coveted segment highly competitive for software companies vying for a spot on the Search Engine Results page (SERP). For the 95% of the audience not immediately seeking to purchase, companies employ strategic nurturing techniques to cultivate long-term relationships:
Newsletters and Blogs: The audience's engagement with newsletters and blogs is measured by the open rate, providing valuable insights into the content's effectiveness in capturing attention.
Email Marketing: Through email marketing, companies gauge audience interest and responsiveness using the Click-Through Rate (CTR), indicating the level of engagement with the content.
Webinars: Registrations and attendee rates serve as crucial metrics in assessing the appeal and relevance of webinars, reflecting the audience's interest in the presented topics.
Trade Shows: The success of trade shows is measured by the number of registrations and attendees, indicating interest in your offerings.
These nurturing methods, carefully curated by companies, serve to prime and engage the audience for the long haul. Here’s a comprehensive overview of what we just discussed:
Shift in the way people search
Users have developed coping mechanisms to deal with Google's shortcomings. Some use specific keywords to refine searches and scroll past the top results, often deemed spammy. Others append "Reddit" to their searches, knowing that community forums may offer more useful answers.
This recent Washington Post article has clearly explained how users discover information on the internet is changing.
The Rise of Social Platforms
More users are discovering content on social media platforms like TikTok, YouTube, and Instagram. Social media has become a primary access point to the broader web, eclipsing the role of traditional search engines for content discovery.
Human Curation and Authenticity
People increasingly value human curation and authenticity, which they find lacking in AI-generated search results. They seek content on platforms like TikTok, Reddit, and Wikipedia, where human experiences and recommendations prevail over algorithmic suggestions.
People find social platforms like TikTok, Reddit, and Instagram more engaging for discovering content due to their visual and interactive nature.
Social media platforms offer a sense of authenticity and human connection through real people sharing personal experiences and opinions.
The format of short videos and posts on platforms like TikTok allows people to quickly access information without having to sift through lengthy articles or search results.
People value recommendations from real people on social media, which they perceive as more genuine than search engine results influenced by algorithms and SEO.
Social media communities foster niche interests, allowing users to find specialized and curated content that may not be easily accessible through traditional search engines.
Unifying keywords and human interactions
Building an inbound tech stack that seamlessly integrates keywords and audience targeting is essential for cutting through the noise and delivering relevant, contextual results. By combining the power of keywords and audience-centric approaches, businesses can enhance their lead-gen efforts and improve the overall user experience. Here's how this powerful inbound tech stack can transform the lead generation process:
Keyword Research and Analysis: Conduct in-depth keyword research to identify high-value, relevant keywords that align with the target audience's search intent. Use tools like Google Keyword Planner, SEMrush, or Ahrefs to discover trending and valuable keywords.
Audience Segmentation: To understand different customer groups' needs, preferences, and pain points, utilize audience segmentation. Divide the audience based on demographics, interests, behavior, and engagement patterns to create personalized marketing strategies.
SEO: Optimize website content, blogs, and landing pages with targeted keywords to improve organic search visibility. Focus on long-tail keywords to attract users with specific intent, leading to higher conversion rates.
Content Creation and Distribution: Develop valuable, informative, and engaging content that resonates with the target audience's interests and needs. Share this content across multiple channels, including social media, email campaigns, and forums like Reddit, to reach a wider audience.
Social Listening and Engagement: Leverage social media listening tools to monitor conversations and discussions around relevant keywords and topics. Engage with the audience, respond to queries, and participate in discussions to build trust and credibility.
Influencer Marketing: Collaborate with influencers in the industry to promote your products or services to their engaged audience. Influencers can provide a human touch and authentic recommendations, enhancing the credibility of your brand.
Data Analytics and Iterative Improvement: Utilize data analytics tools to track the performance of keyword-driven and audience-focused campaigns. Analyze the data to identify trends, patterns, and areas of improvement, and iterate your strategies accordingly.
Imagine a solution in your tech stack that lets you achieve exactly this.
The only tool to bring you Marketing Qualified Leads with context, quality, and conversations plugged into your chosen CRM.
Difference between Inbound Tech Stack Vs. Outbound Tech Stack
The world of Demand Generation is divided on two approaches—Inbound and Outbound
If your product is unique and the value proposition is a blue ocean strategy, you have a game-changer in your hands. But the adoption might take longer, and only virality fetches you the volume of users.
However, if your product or service is in a red ocean, marked by many others, you still have many chances to win because the category is well-recognized and has existed for a while. You may differentiate your product by providing a seamless experience through the product UI, user experience, or through AI.
The reason for relevance here is that if your product/service is a red ocean play, you can rest assured that it has enough inbound interest to capitalize on. To take advantage of the inbound interest, you need a tech stack that supports it. Businesses often dive headfirst into the most complex, bloated tech stacks because “everybody uses it”. They end up paying for tools that they don’t even need. Sometimes all you need is a simple solution.
Below is an illustration of differentiating Inbound and Outbound marketing needs that will define your tech stack.
Meaningful leads result from insightful interactions, not just a score calculated by a tool.
Remember that genuine conversations hold the key to leads and conversions. A lead scoring model might seem enticing, but let's not forget that turning leads into $$$ involves human touch, intuition, and unique expertise (almost always from your sales team). It's time to shift the focus from biases and scores to building relationships that drive growth.
Leads - A universal dream: Every growth marketer shares a common aspiration – delivering leads that convert seamlessly into sales. Sales teams are always hungry for more, even if they're smashing targets, and marketers cringe at the mere thought of low-quality leads that fail to materialize into conversions.
The conversational divide: The disconnect between sales and growth marketers often leads to conversations laced with bias. Salespeople might grumble about missing their quotas, while growth marketers fret about a lackluster number of leads for the next quarter.
Lead scoring: The revenue operations team might be tempted to solve these issues by purchasing a pre-packaged lead scoring model, hoping it will magically erase biases and challenges. However, let's be honest – the actual value of leads lies in meaningful interactions between prospects and the sales team.
Distinct patterns matter: Effective leads are often discerned through unique patterns distinct to each salesperson's experience. A lead with an email like "firstname.lastname@example.org" may instantly raise a red flag – a classic example of a lead unlikely to translate into revenue.
The sweet spot: The lead-scoring industry has positioned itself as the ultimate problem-solver between marketing and sales. But the truth remains: meaningful leads result from insightful interactions, not just a score calculated by a tool.
Maslow Inspiration: An inbound marketer’s hierarchy of needs
A Marketer’s Self Fulfilment Need: Highperformr
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That’s it for this week, friends. Stay tuned for more exciting updates. 😊
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Until next time 👋
- Sri & Ramesh