By the time your marketing team has captured a few hundred leads, sales is asking which to prioritise — and the answer can't be "all of them." Lead scoring assigns numerical priority based on standard criteria, so the highest-value leads get human attention and the rest get nurture. Here's a practical lead-scoring approach you can stand up this week, plus the wrong ways to use it that quietly kill the program.
Lead nurture campaigns sound straightforward — capture email, send content, hand over to sales. The reality is seven distinct steps, and most teams skip the planning ones and jump to writing emails. Here's a step-by-step lead nurture implementation walk-through using HubSpot workflows, with the segmentation, chronology and review work that decides whether the campaign earns its keep.
TOFU, MOFU, BOFU content all sound the same to people new to inbound — and they need to be very different to actually convert. Bottom-of-funnel content is where leads turn into sales, and most teams underweight it. Here are four steps to generate great BOFU content, starting with asking your sales team what they consider a warm lead.
Inbound marketing has been driving traffic and leads for over a decade, but converting an outbound-shaped marketing team into an inbound-shaped one isn't a switch — it's a gradual rebuild. Here's how to make the conversion: start with the buyer persona, chart the buyer's journey, map it to a funnel, then build the blog and gated content that feeds it.
Most B2B homepages try to do everything for everyone, and end up doing very little for anyone. The fix is the unglamorous one: focus on the primary buyer persona, lead visitors down one path, organise the menus around that path, and ruthlessly cut. Here are the steps to optimise a homepage for lead conversion — including how many CTAs is the right number.
Most B2B marketing advice is actually B2C advice wearing a tie — and a chunk of it just doesn't translate. After testing dozens of techniques across our own client base, these are the seventeen that consistently move the needle for B2B: bandwagon effects, newsjacking, compelling titles, stage-matched offers, high-value formats, CTA placement, and the rule that clarity always beats wit.