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Inbound Success Podcast

Ep. 249: How Constant Contact improved pipeline efficiency by 23X ft. Eric Stockton

What do the most successful inbound marketers do to get great results?

You’ve heard the stories about companies using inbound marketing to dramatically increase sales, grow their business, and transform their customer relationships, but not everyone who practices inbound marketing knocks it out of the park.

If you want to know what goes into building a world class inbound marketing campaign that gets real, measurable results, check out the Inbound Success podcast. Every week, host Kathleen Booth interviews marketing folks who are rolling up their sleeves, doing the work, and getting the kinds of results we all hope to achieve.

The goal is to “peel back the onion” and learn what works, what doesn’t and what you need to do to really move the needle with your inbound marketing efforts. This isn’t just about big picture strategy – it’s about getting actionable tips and insights that you can use immediately in your own marketing.

Ep. 249: How Constant Contact improved pipeline efficiency by 23X ft. Eric Stockton

Jun 13, 2022

When Eric Stockton took over as head of marketing for SharpSpring by Constant Contact following the company’s acquisition, he immediately set about shifting the focus from outbound to inbound marketing with the goal of building a pipeline of high intent hand raisers. The result was a doubling of the company’s demo attend rate, from 20 to 40 percent, and a 23X improvement in the number of leads that turned into closed won deals.

While making that shift sounds simple, in practice it requires top to bottom organizational buy in.

In this episode, Eric breaks down exactly what changed, how he built a solid foundation for it via internal communications, what the company’s new demand generation motion looks like, and the new KPIs he’s using to track success.

Get the details on all of this, and more, in this week’s episode.