The Inbound Growth Blog

Twice weekly articles to help SMB business owners and managers use an integrated marketing strategy to drive revenue growth


3 Inbound Marketing Insights You Need to Know

Posted by John Beveridge

Nov 21, 2014, 7:34 AM

Inbound marketing, on the level it's done today, just wasn't possible prior to the digital age. Technology was the key limitation. Advertising on TV, or in your local newspaper, for that matter, had to paint in broad strokes. You could look at demographics and do your best to plan, but ultimately you had no way to connect with customers individually. Ads like that were also imposing on customers. TV commercials or half-page print ads were the price you paid for watching your favorite show or catching up on the news.

Why does this matter now? Well, technology has reshaped marketing once again, this time for the better. Our digital world opens up possibilities that simply didn't exist, even in the relatively recent past. With how fast technology develops, it's important to stay up to date on the latest trends if you want to sustain success.


NVTC - Social Media for Sales Professionals

Posted by John Beveridge

Nov 18, 2014, 11:30 AM

Many businesses invest time and money in content marketing. It's no surprise, when you consider that 61% of respondents agreed that the winning vendor delivered a better mix of content appropriate for each stage of the purchase process in DemandGen Report's 2014 B2B Buyer Behavior Survey.

Yet many sales professionals don't take advantage of their employers content to generate leads and develop their personal brand. Even if your company doesn't have a content marketing program, you can still use content to sell more productively.

At a November 18 presentation to the Northern Virginia Technology Council's Biz Dev, Marketing and Sales Committee, I shared some tips on how sales professionals can use social media to be more productive. Here's the SlideShare presentation, Social Media for Sales Professionals.


5 Key Statistics to Inform Your 2015 Growth Strategy

Posted by John Beveridge

Nov 11, 2014, 9:18 AM

British politician Benjamin Disraeli made the following observation, "There are three types of lies - lies, damn lies and statistics." While politicians can cherry-pick statistics to support their positions, most times statistics tell the truth. That is certainly the case when it comes to analyzing how customers buy to develop a revenue generation strategy that will produce results. The business buying process has changed significantly since the great recession. Those that recognize and embrace the changes thrive, those that don't suffer. Here are 5 key statistics to inform your 2015 growth strategy.


3 Reasons You Need a Responsive Website

Posted by John Beveridge

Nov 6, 2014, 6:59 AM

For most people, there's so much content but so little time online, making competition tough on the Internet for many businesses. Thus, it isn't enough to just have a website nowadays. To grab attention and sustain it, what you need is a responsive website.

In terms of design, a responsive website is a website built to give users an optimal viewing experience when they visit, regardless of the device they're using for browsing. This means that the text adjust quickly for easier viewing with minimum input from the user.

There are many reasons why implementing a responsive website is a good idea for your business, but here are the top three:


4 Must-Do Growth Strategies for 2015

Posted by John Beveridge

Nov 3, 2014, 6:00 PM

It's that time of year again. No, not the holiday season. It's the time when SMB companies finish their sales year with a bang and start planning their 2015 growth strategies.

In my experience, 2014 has been the first year since the 2008 recession where SMB compnies have started loosening the purse strings and started making investments in the future. I'm optimistic for 2015.

But it's not going to be easy. Sales tactics that were successful in the '90s and early 2000's don't work anymore. The buying process has changed. The average B2B buyer now completes 57% of her sales process before ever contacting a salesperson.

Here are 4 must-do growth strategies for 2015.


3 Pro Tips for Improving Inbound Leads

Posted by John Beveridge

Oct 28, 2014, 7:00 AM

If you ask any SMB business manager if they need more leads to hit their goals, they will invariably say yes. But are all leads the same? For must businesses, the answer to that question is no. If I'm targeting companies in the IT infrastructure business, a lead from the retail sector isn't worth much to me. If my targeted buyer is a CFO, a lead that is a product manager probably isn't worth much to me. What that SMB business manager is really saying is, "I need more qualified leads to hit my goals." If her company can improve the quality of their leads, they can actually hit their goals with a smaller number of high-quality leads. Here are 3 tips for improving the quality of your inbound leads.


How to Transition From Outbound to Inbound Marketing

Posted by John Beveridge

Oct 21, 2014, 2:58 PM

So you're ready to make the transition from outbound to inbound marketing? Smart move! Inbound marketing generates qualified leads, works around the clock, drives sales, and helps you build better relationships with current and future customers. If you want customers to be able to find you in the digital age, inbound is a necessity. Let's look at a few ways you can ease the transition from outbound to inbound marketing.


How to Kill an SMB Referral Source Without Really Trying

Posted by John Beveridge

Oct 16, 2014, 12:12 PM

How one small business owner killed the goose that laid the golden egg.

Like many of you, I'm an SMB business owner. I love my customers - they're what gets me up in the morning. I generally like and care about them and do everything I can to help them be successful. They weren't easy to get, so my mission is to do everything possible to keep them.

I also believe in John Lennon's "karmic wheel". I think it's important to help people without expecting anything in return. Unfortunately, sometimes no good deed goes unpunished. I wanted to share an experience from my career as an example of how not to conduct yourself when someone generously refers you to a source of new business. 

Don't let these things happen to you.


4 Killer Professional Services Growth Strategies

Posted by John Beveridge

Oct 14, 2014, 8:53 AM

You do great work, and the professional services you offer have been proven to improve results for your customers. After your part in a task is finished, your company receives almost universally positive feedback from those you serve. There's just one little problem. Your company's growth is not on the sharp upward trajectory that all of the positive feedback would suggest, and you're not sure why.

You've got the service part down to a science, but perhaps your marketing needs a little boost in order for your firm to hit its growth goals. No problem. There are tons of powerful digital marketing tools available to any firm that wants to stay on the cutting edge. Here are four killer professional services growth strategies that will bring new business to your door.


3 Ways Executives Can Grow Revenue With Inbound Marketing

Posted by John Beveridge

Oct 7, 2014, 7:00 AM

An effective inbound marketing plan is made up of many individual parts that all work together toward the end goal. Each “stepping stone” of your inbound marketing plan serves a specific purpose in guiding your prospect through the sales cycle, or keeping an existing customer on the line. Leave out or neglect one of those parts, and the whole system will suffer as a result.


High_Res_Portrait_for_NVTCJohn Beveridge is the President and Founder of Rapidan Strategies, an Inbound Marketing Agency and Certified HubSpot Partner located in Fairfax, VA. Prior to founding Rapidan Strategies, John spent 25 years as a management consultant and specializes in helping professional services and technology firms grow rapidly with inbound marketing strategies. John is a Social Media Today contributor and currently serves as the Vice Chair for the Northern Virginia Technology Council's Business Development, Marketing and Sales Committee

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