Inbound Marketing Strategies and Tactics
My Plan/Path/Peak framework for inbound marketing.
This page breaks down the strategies and tactics I use with clients, organized by where you are in your inbound journey. Whether you're just starting out or looking to level up what you're already doing, you'll find the approach and related resources here.
Not sure where to start? Take the quiz.
Not sure where to start? Take the quiz.
Plan
Understanding where you are and building a framework for where you want to be.
Strategy
PersonasStrategy
Customer JourneyResult
Understanding the ideal journey your customers take through the marketing and sales cycle by persona
Learn more →Strategy
Strategic IntentResult
Lightweight direction for where the business is headed, so every tactic points the same way
Strategy
Brand & Messaging FoundationsResult
A clear, consistent voice and message framework that carries through every touchpoint
Strategy
HubSpot AuditStrategy
Contacts and Companies AuditStrategy
Sales CRMStrategy
Technical SEO AuditResult
A site that's indexable, crawlable, and set up to be found in search
Strategy
Content AuditResult
A framework that matches content offers to personas and customer journey and identifies any gaps
Learn more →Strategy
Web Design Audit and UpdatesStrategy
Web Copy Audit and UpdatesResult
A website that speaks to your personas and adapts to their place in the customer journey
Learn more →Path
Following inbound best practices for creating content and improving lead generation.
Strategy
SEO / Keyword StrategyResult
A prioritized keyword plan that guides what to write and why
Strategy
New Blog ArticlesStrategy
Pillar Content & Landing PagesStrategy
Blog Subscription EmailsResult
Contacts are engaged on a regular and automated basis and informed regardless of lead status
Learn more →Strategy
New Subscriber OnboardingResult
New leads have an awareness of the brand, products, process, and next steps on the customer journey
Learn more →Strategy
Automated WorkflowsStrategy
Regular NewslettersStrategy
Segmented One-Off EmailsResult
Drive revenue through targeted promotional campaigns to SQLs or share knowledge to increase number of MQLs
Learn more →Strategy
New Customer OnboardingResult
New customers have a friction-less transition and are more likely to be happy and a source of referrals
Learn more →Strategy
Sales EnablementResult
Marketing and sales aligned with the content, data, and handoff process deals need to close
Strategy
Social Media Strategy & PostingStrategy
Retargeting CampaignStrategy
PPCPeak
Adding fuel to the inbound machine to level-up your marketing
Strategy
Goals & KPIsResult
Clear targets and a baseline so you know what's working and what isn't
Strategy
Lead ScoringResult
A scoring model that surfaces the most sales-ready leads automatically
Strategy
Analytics & ReportingResult
Dashboards and reports that turn activity into decisions
Strategy
A/B Testing & Conversion OptimizationResult
Systematic testing that lifts conversion rates across the funnel
Strategy
PersonalizationResult
Content and experiences tailored to each contact's stage and persona
Strategy
Customer Service SOPsStrategy
Collecting Social ProofResult
Better quality content for website, social media and emails, and identified customers for case studies
Learn more →Strategy
Case Study CreationStrategy
NPS SurveyResult
Understanding of customer happiness and identify any service gaps to increase customer referrals
Learn more →Strategy
Referral ProgramResult
Targeted campaign to happy customers to generate new leads via referrals
Strategy
Community BuildingResult
A place (or places) where your best-fit audience connects with each other and with you
Strategy
Account-Based Marketing (ABM)Result
Advanced, optional — highly targeted campaigns aimed at your highest-value accounts
Strategy
AI Chatbots & Conversational ToolsStrategy
Processes & DocumentationStrategy
Ongoing Maintenance & ReviewsResult
Scheduled reviews of Plan and Path layers so the machine keeps working