Marketing Pilgrim's "Inbound Marketing" Channel

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10 Questions Every New VP of Marketing Should Ask

The following post was created by our Inbound Marketing channel sponsor, HubSpot.

So you’re starting a new job. You’re going to be the VP of Marketing at a mid-sized B2B company and you need to figure out how to succeed. There are a million paths to barrel down – you could dive into social media, you could invest in marketing automation, you could focus on SEO. The list is endless, so how do you know where to begin?

Here’s a series of 10 critical questions you need to ask – a basic inbound marketing framework – to get you started on the right foot.

What Are Marketers Evaluating To Determine Where External Budget Dollars Go?

Marketers have a lot on their plate. Now imagine if that plate were their budget and the marketing world just kept piling on new things until the plate, which has a finite capacity, overflowed. No matter how good the stuff on that plate looked marketers can only eat put so much on that plate / budget.

With that said, marketers must constantly evaluate how they will allocate the limited space in their budget for the myriad options available in the online and offline marketing worlds. A report from the folks who put on the eTail conferences each year gives insights into what their attendees were interested in spending externally just this past August. Remember this is external spend with vendors and additional avenues of help. Here is a summary chart.

SPONSOR: Step By Step Guide for LinkedIn’s New Company Pages

Everyone who works in marketing has a lot of work to do. Of course, just doing the work can be the easy part especially if you are doing something you are familiar with and know relatively well.

The trouble is that most things in the online marketing space are changing so rapidly that knowing something relatively well also means that you are on top of the latest changes for the many platforms that are available to marketers today.

One of the latest, and often overlooked for whatever reason is the changes to LinkedIn company pages. Our Inbound Marketing Channel sponsor, HubSpot, has put together a comprehensive look at the new features with their new “Step by Step Guide for LinkedIn’s New Company Pages“.

Here is what to expect in the guide

In this step-by-step guide, you’ll learn:

-What LinkedIn Company Pages are
-Why you should use them for marketing
-What’s different about the new LinkedIn Company Pages
-How to successfully optimize your company’s new page

So rather than read about it why don’t you get it right now!

Bought Leads Are Not Leads: Why Buying a List is Never A Good Idea

This post comes from our Inbound Marketing Channel sponsor, HubSpot. Please visit them to learn more about their revolutionary marketing automation SaS offering.

I was recently asked my opinion on when a company should buy a list of names. My response was this: buying a list is never a good idea. Buying a list of names to cold call or email isn’t the same thing as creating leads. Real leads have, at some point or another, interacted with your brand. They may have downloaded interesting information, or asked for something from you, or even contacted your sales team. They want to know more about your brand, product, or service. Why is purchasing a list different? The people on this list haven’t opted in to anything from your company. They may not even know you exist!

Sponsor: Free Templates for Infographics Using PowerPoint

Infographics are everywhere. Ever wonder how they are made and if your business could somehow get in on the action?

Well, our Inbound Marketing Channel sponsor, HubSpot, has put together a complete 24 slide offering which contains 3 templates for creation of infographics in PowerPoint. While they are a sponsor here at Marketing Pilgrim I still have to admit that is pretty cool.

HubSpot is known for helping marketers of all shapes and sizes do many of the most modern marketing techniques that many feel are reserved for the ‘big boys’. Well, when it comes to infographics, at least, now anyone who has PowerPoint can create a new way to get your business message to the masses.

SPONSOR: The Future of Social Media Lead Management

Is social media more than likes and followers and connections? It better be if you are doing it for business.

While it’s nice to have large numbers of people showing some level of interest in your product or service, where the rubber meets the road in the social space is whether those likes, follows and more turn into leads that can ultimately turn into bottom line results.

Our Inbound Marketing channel sponsor, HubSpot, has mastered the art of gathering leads in the social space. As a result, it is reasonable that they would be experts enough to produce their new ebook “The Future of Social Media Lead Management“.

Are you interested in learning where this critical business function is heading?

Get your FREE ebook right now!

HubSpot Inbound Style

OK. If a sponsor puts this much effort into their content creation we have to give then a nod.

I admit that no one would ever confuse me with someone who is cool (except my 5 yr. old daughter because she is still in the “Daddy Rocks!” stage) so I had to see what the big deal was with the Gangnam Style video that has been viewed over 212 million times on YouTube.

Apparently this gentleman from Korea doesn’t understand that there is an inbound marketing juggernaut in Boston called HubSpot that knows the real excitement is about Inbound Style. Enjoy.