the Scalability Project Blog

We cover topics across a wide spectrum of marketing strategy, traffic building, lead generation, lead nurturing and marketing analytics. 

Stop It - Marketing techniques that could be harming your business

Posted by Shade Wilson

Dec 14, 2014 1:01:00 PM

Digital marketing is a venue of continual change. Marketing techniques that were heroes of yesterday have become the zeros of today as the landscape continues to evolve. From Google algorithm updates, to social media channel proliferation to the ability for all organizations to capture and utilize big data to improve their marketing the pace of change is amazing. With change not only are there things you should add to your program, there are also some that need to be taken out. Here’s a list of tactics you should stop doing this year.

Previously effective marketing techniques that need to stop

 

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Topics: Building Website Traffic

Part Two: Top 10 Lead Generation Tips for Landing Pages

Posted by Logan Graham

Dec 7, 2014 9:15:00 AM

Last time I shared the first half of our list of the top 10 lead generation tips you can use to optimize your landing pages and convert more of your website visitors into leads.

Check out the rest of our list below:

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Topics: Lead Generation

Top 10 Lead Generation Tips for Landing Pages

Posted by Logan Graham

Nov 30, 2014 5:00:00 PM

Landing pages are the workhorses of your website. They do the most important job there is for an inbound marketer: they convert your website visitors into leads. But in order for them to be effective at their job, they have to be set up in an optimal way.

If you are looking to improve performance of your landing pages, or just need a refresher on how to build them successfully, check out these 10 proven lead generation tips for landing pages:

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Topics: Lead Generation

Comparing the types of marketing - what's best for your company

Posted by Shade Wilson

Nov 23, 2014 9:30:00 AM

Deciding which types of marketing are best for your company is never an easy task. The number of digital marketing channels has exploded over the past few years. Display, social, content, blogging, email marketing, paid search, the list goes on and on. 

But the question really isn’t about what is the best; it’s about what is the best for your target buyer. On top of this, what’s right in the beginning when you need to build awareness is totally different from what’s needed later in the buyers’ cycle when you are trying to close the sale. 

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3 simple search engine optimization techniques you should be using now

Posted by Donna Wilson

Nov 18, 2014 8:30:00 AM

Have you been brainstorming ways to bring clients to your site so that you can share your content?  It doesn't matter how wonderful your products or services are if customers cannot find your site.

If you are a startup entrepreneur or have been in business for a while, search engine optimization techniques are the key to attracting visitors to your website. SEO tools can improve your search engine ranking, increase your number of visitors and improve your chances of making money.

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Topics: Building Website Traffic

A better way to identify qualified leads

Posted by Shade Wilson

Nov 13, 2014 1:54:00 PM

Conflict between sales and marketing over what are qualified leads has existed since the dawn of modern marketing. It’s pretty typical for an organization’s marketing team to feel that their sales team is at fault for not following up with their leads. “If only sales would make more calls…” is how this line of thinking usually begins. 

On the other hand, the sales team typically will come back and say that the leads the marketing team provides are worthless and unqualified. Sadly, this too often is true; a name on a list does not make it a qualified lead. 

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Topics: Lead Nurturing

Best way to calculate ROI – a guide to marketing channel attribution

Posted by Shade Wilson

Nov 3, 2014 7:34:00 AM

You’ve launched your new campaign and everyone loves it. They think the quality of the blog articles is great; you’re generating new leads and getting high-fives around the office. Congratulations, it’s nice to feel like a hero. That is until you get the inevitable request from your CEO: “I need you to cut your budget by 20% for next year”.

Ok, you’re a team player. You’re willing to find a way to make it work. But what should you cut, what programs can you afford to stop and still deliver results for your company?

A need for measurement

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Topics: Marketing Analytics

The Sales Pipeline Questions Your SVP Wishes You Would Ask

Posted by Shade Wilson

Oct 3, 2014 1:38:00 PM

We all have our insider language and acronyms. Marketers will talk endlessly about things like SEO, UX, CTR, CPA, KPI and more. Sales counters with the need for BANT, PPVVC, GPCT, ABC and my personal favorite MMC. But what are we really getting at?

Time to move beyond the typical marketing language and get right to the questions your Sales VP really wishes you would ask about the sales pipeline. 

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Topics: Lead Generation

5 Things you need to know before launching your content marketing plan

Posted by Shade Wilson

Sep 28, 2014 7:36:00 PM

You’re ready to launch your first content marketing plan. You’ve lined up your contributors, worked out your blogging calendar and developed a few impactful content pieces for your buyers to download.

There is only one problem. This just might be the most dangerous moment for the success of your campaign if you don’t have clarity on a few key things.

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Topics: Lead Generation

A better way to connect the marketing and sales pipeline : seamlessly

Posted by Shade Wilson

Sep 16, 2014 5:00:00 PM

The Customer Relationship Management (CRM) market has no shortage of options for companies looking to manage their sales pipeline. Salesforce with more than 100,000 customers may be the most familiar. But others like Zoho (50,000 customers) and Microsoft Dynamics (40,000 customers) also have significant user bases. (source: Capterra)

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Topics: Lead Nurturing

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