At the beginning, any startup generally suffers from three evils: lack of notoriety , absence of customer referrals and the vital need for evangelization . To these three afflictions is often added a fourth, the recourse to obscure remedies. We concoct homemade potions to treat the symptoms on the surface instead of tackling the root cause of the problem: the Tokelau Email List of attracting qualified leads and converting them into customers . However, an elixir exists: inbound marketing allows startups to fill their order book and develop their business. This is the subject of our next webinar dedicated to the benefits of inbound marketing for startups. We will discuss the 6 key points that allow start-ups to successfully implement an inbound strategy:
1 / Inbound marketing for startups: align marketing and sales
A startup is an idea that has matured, fueled by dozens, if not hundreds, of other ideas. In short, it’s innovative but rarely structured. The company is built in spurts, victories follow one another (or not) without a clear strategy or guideline: sometimes thanks to sales, sometimes thanks to marketing. This is what we very often see with some of our startup clients. In addition to CTAs to register, the email also provides some prompts for the subscriber to find out more about the film and music events that will take place at the conference. This offers a little teaser to keep subscribers interested and entice them to act.
Standardize the sales and marketing approach
It is the logical continuation of the sales and marketing alignment. Indeed, in many startups, sales and marketing actions are carried out by each team separately and without consultation. It’s normal to work iteratively, especially at the beginning: we try things, we see what works, we correct if necessary and we start again until we get a satisfactory result. But to sustain growth, it is necessary to standardize the sales and marketing approach .
Inbound marketing makes it possible to set specific and common objectives for salespeople and the marketing team . For example, marketing will have to provide so much MQL to sales that they will have to transform them into so many opportunities to reach such a number of customers. We therefore start from the turnover, the average basket and we calculate the number of customers necessary to reach the objective. We then calculate backwards the number of opportunities, SQL, MQL, leads, subscribers and visitors to generate.
The Fizzle newsletter provides weekly tips for entrepreneurs who are working to build their businesses.
Though the organization has other content assets, such as a blog and podcast, they provide unique content in their emails each week, which helps keep their subscribers engaged. This makes the content have more of an exclusive feel and eliminates redundancy for those who also follow the blog or podcast. You’ll notice that this newsletter looks a little different than some of the other email newsletter examples we’ve covered so far.
Set up the CRM and marketing automation combo
In fact, to achieve this alignment of sales and marketing, it is necessary to synchronize CRM and marketing automation . This technological bridge is essential. It makes it possible to communicate the tool used by salespeople, the CRM in which all data on customers and leads are recorded, with the tool used by marketing to nurture, educate and convert leads into MQL. .
This integration is vital for a startup. Often the company has a small base of contacts, so acquiring qualified leads is a major challenge . However, without this CRM / marketing automation connection, it is difficult to attract qualified visitors, transform them into leads and convert them into MQL.
The main difficulty for a startup is therefore to attract qualified leads and transform them into customers. However, this is precisely what inbound marketing allows startups. By regularly running (monthly for example) campaigns around premium content (white paper, e-book, webinar, etc.), they can reach new qualified contacts and educate existing leads to support them down the road. of the conversion funnel.