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Browsing Archive: May, 2013

How I Came To Be An Inbound Marketing Consultant

Posted by Maurice Bretzfield on Monday, May 27, 2013, In : General Topics 

I admit it - damn it,  I’m an Internet addict. I have been since I first encountered the Web. My name is Maurice Bretzfield.

I first saw the Internet during the late spring or early summer of 1994. It blew my mind and changed the trajectory of my life.

I read an article in the paper about a local philanthropist and how he had donated a computer and Internet connection to the local library and went off to see what this Internet thing that I’d been hearing about was all about. I was about 47 ...


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What is Inbound Marketing - It's Context, Context and More Context

Posted by Maurice Bretzfield on Wednesday, May 15, 2013, In : Inbound Marketing 

During the talks that I give I'm often asked "what is Inbound Marketing". Well, simply it's a combination of elements woven together into a system, a contextual marketing system, that is data-driven and produces superior ROI (Return on Investment). That's the short and easy answer.

I think that the term "Inbound Marketing" is misleading - and outdated. What we are really talking about here is "contextual marketing", a data-driven marketing system that turns traditional marketing on its hea...


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This Is Huuuuuge

Posted by Maurice Bretzfield on Saturday, May 11, 2013, In : Inbound Marketing 

I attend a regular TEDx event here in New York City. We meet weekly, watch a TED talk and then discuss it among the group. It's an hour well spent and I invite you to join us at 5:30 on Friday evenings in a great space in Midtown  (contact me if you are interested in joining us).

A couple of years ago we watched a great talk, "The Mathematics of History", given by Google Fellow, Jean Baptiste-Michel. It was a fascinating glimpse into the future of data analysis and sparked a conversation ...


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Inbound Marketing - Content Plus Context

Posted by Maurice Bretzfield on Thursday, May 9, 2013, In : Inbound Marketing 

I recently heard a joke about Microsoft.

Two men are flying in a balloon above Seattle - but the pilot is lost. Drifting over a building the pilot draws a sign and holds it up. The sign says “WHERE AM I?” in large letters.

People looking out of the buildings windows quickly respond to the pilot by holding up a sign that says

“YOU'RE IN A BALLOON!”

The pilot smiles, waves, takes a look at his map and steers a course to his destination.

After their safe landing the passenger asks the p...


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Video - A Key Component of Your Inbound Marketing Strategy

Posted by Maurice Bretzfield on Thursday, May 9, 2013, In : Inbound Marketing 

Video is now a key component of any data/content driven Inbound Marketing strategy.

Throughout 2012, video marketing for B2B businesses showed an upward trend in both effectiveness and popularity, and most industry observers expect this to continue into 2013 and beyond.

Here are a few relevant findings: 

Research firm and reviews publisher, Software Advice, recently found in their 2012 B2B Demand Generation Benchmark Survey that video was the second most popular type of content used ac...


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Content, Content, Content

Posted by Maurice Bretzfield on Thursday, May 9, 2013, In : Inbound Marketing 

You've heard it, "on the Internet, content is king". But it bears repeating, "on the Internet, content is king" - because it is, it really, really is!

But, there is content and then there is effective content.  Your organization must create effective content - content that communicates in a meaningful way. This is content that is carefully crafted based on what you already know that your customer finds compelling and useful, and most important, content that they want from you.

Because cont...


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Define the Purpose of Your Inbound Marketing Effort

Posted by Maurice Bretzfield on Thursday, May 9, 2013, In : Inbound Marketing 

Define Your Purpose

Defining your purpose is an essential first step in the creation of a successful Inbound Marketing Strategy.

1.     A defined purpose will save you money, because you can create very specific, targeted content with simpler messages. Your content will be shorter and easier to digest, and you won’t need to spend money on creative ways to appeal to “everybody” all at once.

2.     With more crafted and targeted messages, you’re more likely to see a response that ...


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Things To Consider Before Starting to Develop Your Inbound Marketing Plan

Posted by Maurice Bretzfield on Thursday, May 9, 2013, In : Inbound Marketing 
Inbound Marketing is not a marketing tactic, a channel or a technology - it’s a strategy.

It's not enough to “do” Inbound Marketing. To see great results organizations must commit to the model, optimize it continually, and pursue it relentlessly. The result is a vastly diminished cost of customer acquisition provable by measuring ROI.

The difference is that Inbound Marketing integrates business process and technology to drive higher-value lead generation through data-driven demand cr...


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Inbound-Outbound...Outbound-Inbound. What's the Difference?

Posted by Maurice Bretzfield on Thursday, May 9, 2013, In : Inbound Marketing 

Inbound-Outbound...Outbound-Inbound - It's All Marketing. What's the Difference?

Outbound Marketing and advertising, including digital outbound, has become highly ineffective and shows meager ROI. Because customers are fast forwarding through TV commercials, ignoring direct postal mail and are ignoring outbound email messages that don't compel them - they are ineffective and provide marketers with unacceptable return on time and cost invested in them.

Inbound Marketing fixes this by repla...


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