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Blog

ToFu, MoFu and BoFu: What Do These Mean?

Not every prospect is ready to buy from you right now. But they could be some day, if you introduce them to your company and products or services, and stay in touch with them in a meaningful way. That’s where the “Fu’s” come in. ToFu, MoFu and BoFu are simply marketing shorthand for prospects at the top, middle and bottom of your sales funnel.

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Topics: Marketing Automation

Facebook Update: 1-Click Conversions benefit users and advertisers

Facebook recently announced an update that will likely provide outsized benefits to both end users and advertisers. Once the update is complete, any user will have the opportunity to complete a pre-populated Facebook-hosted form in one click. 

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Topics: Social Media

What Movie Exit Polling Taught Me About Social Proof

My friend Kenny works for a company called CinemaScore, which does audience exit polling on opening-night movies. I help him out with it every couple of weeks or so. It’s a good deal; we spend some time giving ballots to the audience before the movie and collecting the filled-out ballots after the movie – in return, we see the movie for free. The movie attendees will then tear off notches on the polling cards indicating their age range, their gender, and what grade they would give the movie, from an A to an F. Then we tally up the entries and send them in to CinemaScore, who then send the data over to the movie studio execs so they can track how the movie is playing with audiences across the country.

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Topics: Inbound Marketing

How to Use Your Marketing Content to Reduce Customer Churn

When you plan out your marketing content, it's natural to think primarily about roping in new prospects. But if you do it right, there's a big unexpected additional upside for all your marketing content: in addition to attracting new leads, it’s just as valuable for retaining current customers and reducing the dreaded "customer churn."

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Topics: Content Marketing

These Are the 3 Types of People Who Visit Your Website

Naturally you want people who visit your website to buy from your company. But the truth is, most of your visitors aren’t ready to buy. And if you focus all your marketing on the small portion that is ready to buy right at the moment they visit your site, you're leaving hundreds of opportunities behind. Beyond any other single marketing asset, your website needs the breadth and depth to attract and retain interest from visitors at every stage in their buying process.

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Topics: Persona Marketing

Why Software and Engineering Companies Need Sales and Marketing

A surprising number of technology businesses think they can sell their products or services and continue to grow without having to create a specific marketing plan. While there may be outliers here and there for which this is true, the fact is that the majority of software and engineering companies do need a sales and marketing plan.

Here’s why.

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Topics: Inbound Marketing

How My Customer Journey with Zappos Made Me a Better Marketer

In the marketing world, we talk about the customer journey — the steps that your prospects go through in their decision-making process for whether to purchase from you or not — quite a bit. After all, you can’t  find your prospects, connect with them, and establish trust with them without knowing what their decision-making process is actually like. With that in mind, I decided to eat our own dog food and recount a recent customer journey of my own — the journey of how I became a Zappos customer. Here’s how it happened:

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Topics: Persona Marketing

Case Study: B2B Consulting Company Increases Lead Generation 65%

Can an inbound marketing retainer work for B2B company? All too often, sales and marketing executives in working in non-consumer environments assume that web-based marketing isn’t quite right for their enterprise. But luckily that is the case. In this article, we’ll look at a case study that illustrates the kind of success companies can enjoy with strategically designed and consistently applied inbound practices.

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Topics: Case Studies

The Hidden Cost of Open Source Software

Open source software has a lot of things going for it. Anybody can access it and customize it for their own use. Everybody can contribute to it, sharing what they created for themselves for the benefit of others. And of course it’s free.

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Topics: Web Design & Development

How applying the Inbound Certification impacted our agency

ClearPivot has been living the inbound marketing methodology since our inception as an agency. In an attempt to align ourselves with all that inbound marketing has to offer, we encountered HubSpot and their Inbound Certification.

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Topics: Inbound Marketing