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Stacy Bouchard

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8 Reasons to Attend Inbound 2016

Posted by Stacy Bouchard

Oct 11, 2016 4:00:00 PM

Why-you-should-attend-Inbound-2016.jpgIn just four weeks, sales and marketing professionals from all over the world will be descending upon Boston for HubSpot’s Inbound 2016 conference. I can’t wait!

This will be my third Inbound. My first Inbound was in 2014. I was lucky enough to win a ticket to attend and it was, by far, the best experience I have ever had at a conference. I left inspired and motivated to make marketing what I always knew it could be.

I loved it so much that in 2015 I dragged a former co-worker with me. She also was impacted by the conference and returned ready to steer her organization down a new path.

Have you registered yet?

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5 Reasons Your Sales Team Is Not Using the Content Marketing Creates

Posted by Stacy Bouchard

Oct 4, 2016 1:00:00 PM

sales-not-using-marketing-content.jpgIn my Twitter feed this morning, I came across a statistic that got my attention. Here it is. According to the American Marketing Association, 90% of marketing deliverables are not used by sales.

WHAT?! 90%?! As a marketer, I am well aware that the sales team doesn’t always use the materials marketing creates for them. But 90%? OUCH.

Why is that? Are we really so disconnected from our sales team (and apparently our customers too) that 90% of what we create never gets used to actually close business?

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Topics: Inbound Marketing

4 Inbound Tactics that Can Impact Trade Show Success

Posted by Stacy Bouchard

Sep 27, 2016 1:00:00 PM

tradeshowfloor.jpgUntil about two years ago, I was what is called today, a traditional marketer. I was responsible for a wide range of things. My days were filled with things like writing case studies and ad copy, branding initiatives, graphics support, direct mail campaigns, anything and everything associated with the website…the list goes on and on.

One of my favorite things from my life as a traditional marketer is trade show coordination. I love everything about it. From planning how things will look to executing pre and post show activities to working with staff to target specific attendees…I love it all.

The question is does making the transition to inbound marketing mean that I have to leave trade shows behind?

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Topics: Inbound Marketing, Demand Generation

5 Ways to Build an Effective B2B Editorial Calendar

Posted by Stacy Bouchard

Sep 20, 2016 2:00:00 PM

build-b2b-editorial-calendar.jpgAs a B2B inbound marketer, I spend a lot of time and energy creating content. Everything from blog posts to case studies to white papers to ebooks…you name it…and I’ve probably created it.

Because I spend a lot of time on content, when it doesn’t perform well, it is very frustrating. Sometimes I feel like I’ve spent hours creating something for essentially no gain. When I see two or more strikes in a row, I feel like throwing in the towel.

But throwing in the towel is not the right thing to do. As I have learned, making a few tweaks to the content itself or to the process can have a significant impact on results. And it all starts with the editorial calendar.

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Topics: Inbound Marketing

5 Ways to Get Your B2B Blog Back on Track

Posted by Stacy Bouchard

Sep 13, 2016 12:00:00 PM

b2b-blog-back-on-track.jpgSo you have a blog. At least as far as you know, you have a blog. You can’t remember the last time you published anything to it but you know you have it and at one time you were publishing on a regular basis.

But as a small marketing team – maybe only one person – other priorities drew you away from your blog. After all, blogging is really hard work and there were other things that “needed” to get done.

Now, you find yourself in a position where you have been in the past. Lead generation is down. The sales team is clamoring that they are not getting enough leads. You remember a statistic you’ve read in the past, “B2B marketers that use blogs receive 67% more leads than those that do not.” And then you think to yourself, why haven’t I paid more attention to the blog?

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Are You Making These 5 B2B Email Marketing Mistakes?

Posted by Stacy Bouchard

Sep 6, 2016 2:00:00 PM

b2b-email-marketing-mistakes.jpgI’m sure you’ve heard or read somewhere that email marketing is dead – or at least dying. I know I see blog posts and articles on that very topic on a regular basis. Some people keeping making that declaration even though the data clearly indicates that email marketing is very much alive.

Consider these statistics:

  • 73% of B2B marketers say email marketing is essential to growing their business. (Salesforce)
  • 59% of B2B marketers cite email as the most effective channel for generating revenue. (HubSpot)
  • 79% of B2B marketers say email directly generated ROI for their organizations. (Salesforce)
  • The number of email users worldwide is currently 2.6 billion and is expected to grow to over 2.9 billion by 2019. (MediaPost)

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Topics: Inbound Marketing

6 Reasons Marketing and Sales Development Should Be BFFs

Posted by Stacy Bouchard

Aug 30, 2016 12:00:00 PM

sales-development-marketing-best-friends.jpgFriends make life so much fun. If you’re lucky enough to have a BFF or seven, you know first hand the impact friends can have on your life. Good friends are there for you through the fun times and the not so fun times. They provide support, help and advice along with lots of adventures and laughter. Everyone needs friends.

Marketing needs friends too. Within your organization, there are groups of people you work with directly. Sales, leadership, accounting, IT…everyone plays a role in your marketing life. But perhaps the most important “friend” marketing can have is sales development.

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Topics: Inbound Marketing, Sales Development

Are You Making These 6 Lead Nurturing Mistakes?

Posted by Stacy Bouchard

Aug 23, 2016 2:00:00 PM

Lead-nurturing-mistakes.jpgLead nurturing…all the cool kids (in this case, successful marketers) have a lead nurturing approach in place, right? After all, as many as 75% of leads aren’t ready to buy and it is up to marketing to help them along their buyer’s journey until they become real, paying customers.

Seems like a no brainer. Lead nurturing is the way to go. Just last week I was having a conversation with a former co-worker. She was talking about her company’s recently implemented lead nurturing approach and how excited they were about it.

I was glad to hear they were thinking about their leads this way. However, I walked away from the conversation wondering if their approach was going to leave their leads feeling nurtured or spammed.

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Topics: Lead Nurturing

Are you Implementing a Digital, Content or Inbound Marketing Approach?

Posted by Stacy Bouchard

Aug 16, 2016 12:00:00 PM

digital_content_inbound.jpgOver the past couple of weeks, I’ve had the opportunity to spend time with family and friends that I haven’t seen for several months or in some cases, a few years. It has been a lot fun catching up on everything from kids to vacations to new houses to jobs.

Something that struck me about these conversations was the number of questions I was asked about my job. When I updated people on my current role with Imagine, they were totally intrigued by the idea of inbound marketing. They were so interested in knowing more about what that is and what we do at Imagine.

This was surprising to me because many of them, in their professional lives, deal directly with sales, marketing and/or leadership. I was shocked that they didn’t have a better understanding of what inbound marketing is and how it fits into the overall sales and marketing puzzle.

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Topics: Inbound Marketing

17 Quotes to Inspire an Olympic Gold Finish to 2016

Posted by Stacy Bouchard

Aug 8, 2016 12:00:00 PM

gold-medals.jpgIt’s hard to believe four years have passed since the last Summer Olympic Games. Yet, here we are. The best athletes in the world have gathered in Rio to compete at the very highest level.

History will be made during the next two weeks. People all over the world will be inspired by the athletes…by their poise, their grit and their pure determination. The stories of how they have achieved greatness will be shared throughout the event and the next generation of athletes will be motivated to keep reaching for the highest goals.

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Topics: Inbound Marketing, Sales Development