You might have great marketing, but if your leads don’t close, you’re still toast. Most of us commonly lose deals to: The status quo (not wanting to change) An alternative solution (they chose another way) A competitor (they took it in house, they went with one of your peers) But in the end, the overarching reason tends to be that the lead wasn’t a good match for you to begin with.
A lot of inbound marketers find themselves in this situation: They get notice of a new lead that makes them all excited. They can't wait to click the contact record and find out who it is. So, they go over to their HubSpot portal, pop open that record and then hang their head in disappointment seeing it’s someone not even remotely qualified. These kind of “junk leads” are common in inbound marketing and are often the bane of our existence -- but they don’t have to be.
There’s often debate among marketing leaders about how to assemble your marketing team – with specialists or generalists, or both. With many marketing teams now practicing inbound marketing, the role of marketing “specialist” is more important than ever. If you were to get an inside look at tech companies like Onshape in Cambridge, MA, you’ll see specialists are in high demand and provide enormous value for relatively small marketing teams, while generalists, as their name suggests, can be more cost-effective, wearing many hats. But which is right for you?
If you didn’t know already, I worked at HubSpot for 4-1/2 years. During most of that time, I was what you would call “an Inbound Professor” at HubSpot Academy and under the leadership of the very awesome and hardworking, Mark Kilens, I was part of the team that published the first HubSpot certification and developed HubSpot Academy’s original mission. I even remember delivering the HubSpot certification at INBOUND 2013 with my colleague Sarah Bedrick to a room of about a hundred people so I’ve been there since the beginning.
So, this is my first attempt to just shake the rust off for this, the first article I’m privileged to publish on the IMPACT Marketing Blog. Hi! My name is Nick Salvatoriello and I just joined the IMPACT team in January as an inbound marketing strategist. What that really means is I'm one of the first people prospective clients get to meet with to discuss what their marketing goals and needs are and to help assess who is a really great fit. Usually, this means having consultative calls covering what those marketers need to do within the organization, what they're trying to accomplish, and what the team at IMPACT provides in terms of value and skills and talent to the organizations that hire us. So if you’re reading this, I’m going to assume a few things.