Madison Marketing Group Blog

5 Objections to Inbound and How to Address Them

According to author Josh Kaufman (The Personal MBA: Master the Art of Business), there are five standard objections to sales of any kind:

  1. It costs too much.
  2. It won’t work.
  3. It won’t work for us.
  4. We can wait.
  5. It’s too difficult.

Forward-thinking CMOs and marketing department managers have the unique challenge of selling inbound marketing to the decision-maker — a decision-maker that may not fully understand the method, or who has immediate objections to incorporating inbound marketing into a company’s greater lead gen mix.

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Infographic: The Digital Marketing Lead Generation Process

This post was originally published in 2013, but was updated in 2017 for relevancy.

Back when we developed this digital marketing lead generation process infographic in 2013, I believe we wanted to use it as a sales tool, but decided to publish it to the blog anyway.

Although four years have passed since then, it's hard to believe how relevant this process is to digital marketing success (though I'll admit it's not properly organized).

Digital lead generation doesn't happen without hard work. It takes focus in five key areas:

  1. Planning for your campaign by developing a buyer persona and preparing your website
  2. Attracting visitors via top-funnel blog posts and other website content
  3. Converting leads via landing pages and low-funnel content
  4. Nurturing leads via email marketing and advertising
  5. analyzing campaign results via metrics reporting
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3 Ways Franchisors Can Develop A Unique Brand Identity and Voice

What makes your franchise stand out? If you don’t know, that’s a problem.

A solid brand identity is vital to the success of any business, franchises included. With many potential franchise buyers finding opportunities online, you have a limited opportunity to connect with them without the benefit of meeting face-to-face.

If you're struggling with crafting a unique voice that speaks to your customers, keep reading. This post will cover three ways you can discover your voice and use it to make meaningful connections with your prospects and leads.

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4 Ways to Adapt Traditional Inbound Marketing for Attorneys

Professional service firms—particularly law firms—are perfectly positioned to grow lead volume by investing in inbound marketing, social media marketing and other inbound friendly strategies.

Read on to learn why inbound marketing is a strategy well-suited for attorneys and four ways you can adapt traditional inbound best practices to work better for marketing your law firm.

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Break It Down: An Overview Of Client Segmentation

Digital marketers face a distinct challenge: how to appeal to a set of incredibly diverse clients. While many companies have very defined target markets (Revlon seeks out middle-age women, Columbia attracts outdoorsy folk) we offer services to all sorts of businesses.

Ask me to define our typical client and I’d be hard pressed to tell you. We work with lawyers, accountants, jewelers, and software companies alike. And while it’s great to have such a broad market, for many in the industry it can be tricky to communicate in a way that will resonate with each specific client.

Thankfully, a way exists—Segmenting.

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