Inbound is fundamentally changing the way the world does business and shifting the way the world does marketing and sales. The thought of being a $100M company is often too far in the distance for many leaders who struggle to find the right path to increased business performance and growth. In today's world, there are only two choices.
You can become a digital native and embrace the internet as the conduit to your business's success
or
Continue to be a Luddite that relies on opinion and not fact.
At Exbound.digital, our job is to help leaders discern fake marketing, tired SEO philosophies and poor customer commitment from real outcomes using dissonance. We help clients pivot towards measurable revenue growth and improved outcomes by applying the eight imperatives that are essential in the Age of the Buyer.
The sheer complexity of understanding your buyers interests and motivations on how they wish to engage is compounded by the fact that to do it well, takes people, processes and technology.
In a marketplace where responsiveness and relevancy are critical, those extra steps can weigh you down. Fragmented views of customer data and the ability to navigate across organizations add to the problem.
And to makes things more difficult, the biggest challenge is that some of the most revealing data about your buyer human insights is in unstructured forms such as images, natural language and video—dark data that’s out of reach for most organizations.
The investment of your time will translate into Exponential Growth and Retained Equity.
The key is to...
.Know the difference
For many years, organizations conducted sales, marketing and customer engagement using what worked for them in the past. It often started with company branding, a new logo, impressive brochures and product sell sheets, sprinkled with sales training because that was what you use to do. Depending on how progressive the company is to the new world of digital, the website has replaced the "collateral" and become a collection of things assembled based on inexperience and opinion rather than fact.
Scan most websites today and they are either beautiful experiences or boring template based themes filled with stock images and lots of fonts. All with little substance, and if your lucky, they will load quickly and render on the "galss" you are viewing from. More recent sites have morphed into the use of a scrolling single page format which has it merits of simplicity but is the website actually achieving the goal of helping to grow the business?
Enter Growth Driven Design, a systematic, proven methodology of how to architect better outcomes, more quickly and a lots less headaches in the process.
We at exbound.digital as fortunate to have the privilege of working with HubSPot's partner channel, Jill Fratianne. Jill has been with HubSpot for more than five years. She is not only an authority on every related to inbound.digital, she is also a customer of HubSpot having made the investment in their sales, marketing and CRM platform being used for her family business in Maine.
Each and everyone of Exbound.digital clients will benefit from her many lessons learned, her observations of success and communicate the simple realities of what every business must do in order to achieve exponential growth. Every business is a system of systems. No business is excluded, from the franchisers of today to the fortune 100 of tomorrow. Each and everyone has established a system to "codify the buyer engagement". Codification is the foundation of HubSpot's Growth Driven Design, a set of disciplines necessary to maximize business productivity, remove the risk of uncertainty and most of all, to establish a growth strategy that will energize the company, your customers and soon to be found new buyers of your products and services.
To learn more about Jill, her family, the dogs and her incredible success.
We are often asked the question, "What is the most reliable content that will resonate with our buyers and motivate them to make a decision in our favor? "
Content. Content. and more content.
There is no question that using content will help buyers to engage, enable and empower, as it is the catalyst most organizations use to demonstrate their competencies, their experience and their portfolio of customers.
A recent survey published by Demand Gen confirms the most valuable content types being used by buyers to make their decisions start with materials provided by third-parties and analyst reports. The reason for this is because buyer do not trust what the typical sell sheets and product feature because they are focused on speeds and feeds and do not answer the buyer's question. How will your product or service help me do my job better.
The chart here confirms our own experiences and provides an independent validation of the key ingredients you need in your recipe book to engage more prospective buyers, enabling them to cross the "chasm of trust" and recommend you and finally to empower the buying committee with the right proof points that will score you as the most complete.
Today's buyers do not make their decisions in isolation or run the risk of favoratism in spite of the great golf game they had with you. They are prudent, tech savvy and most of all risk adverse. They prefer to hear answers to their questions from independent authorities, gleaning information that is authentic and knowledge that they can apply with confidence in the outcome.
To stand out in a crowd of uncertainties and manufactured stories, vendors must dig deep into the heart of what they are to their audiences. They must demonstrate they are sincere in their beliefs and be capable of presenting facts and example of their value in a manner that aligns to the thoughts of their buyers.
Buyers don't really know what they need because its often confusing, changing rapidly or easier to just do nothing. That stands in the way of their own success and our job as professionals is to help guide them in the direction that is most appropriate for them. not you.
Since it is reported that most buyers are too busy to take your call, respond to your emails or even consider you seriously, what do you need to get them to act?
While marketing is crucial to "manage the brand" and sales is crucial to "manage the buyer", it is the combined "experience" that will separate you from all others. And in order to be successful, you must systematize your content.
The nugget of gold in this chart may not be obvious as most will think that the third party report from IDC, Forrester or Gartner is the most important. Its not.
They key ingredient lies in conducting an "assessment".
Now ten years ago, the term "Inbound" was limited to those in the logistics industry. Today, with the help of HubSpot Inc, every digital marketer has heard the term and is activity engaged in the execution of inbound marketing. HubSpot, a publicly trading firm (HUBS) created brand equity and a blue ocean strategy with almost exclusive ownership of the term "inbound". Here is how they accomplished it becoming a $100M company in the process.
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