CMO Guide to Inbound Marketing - Overview

One of my observations from SMX 2012 was the disconnect between marketing executives and their marketing teams around the importance of online marketing and SEO.

It was interesting to see hundreds of marketing managers and directors struggle with selling the true value of SEO, PPC, rich content and inbound marketing to their executives.

Looking back at the path I traveled from brick and mortar to online / inbound marketing in the last 3-4 years, I thought it may be useful to put together a series of blogs for fellow marketing executives that are starting this journey.

Here are the key elements I will cover in my subsequent posts:

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1.  Inbound Marketing (vs. Outbound) 

2.  Keyword strategy

3.  Messaging

4.  Content and editorial strategy

5.  SEO

6.  PR

7.  Social and Community Marketing

8.  PPC

9.  Online Brand Building 

10.  Growth Hacking

11. Offline marketing

12.  Metrics and attribution

13.  A/B testing   

14.  Marketing team building / mix / talent acquisition 
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Just to give you an idea on the results so far, this approach has helped us to bring down lead and account acquisition costs by more than 70% and significantly decrease conversion times.  Today, high quality inbound leads constitute over 90% of all leads, enabling sales people to focus on converting prospects into customers instead of wasting all their time on cold calling.