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Star Gates: Your Passage to Inbound Marketing

Giu 25th, 2013 pubblicato in In English. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry

WASHINGTON, DC, Jun 24, 2013 (Marketwired via COMTEX) —
Crawford Public Relations, Inc. today announced the publication of
Star Gates: Your Passage to Inbound Marketing, the first industry
handbook to offer detailed analysis of the key expertise companies
must master before buying an inbound marketing solution, and to
provide objective side-by-side ranking of the “Big 4” vendors:
HubSpot, Pardot, Marketo and Oracle Eloqua.

“Star Gates is designed for C-level executives and business owners
who are intrigued by inbound marketing’s promise — shorter sales
cycles, lower costs and higher conversion rates — but hesitant to
take the leap to the future of marketing,” said author James
Crawford, president of Crawford PR. “Written in plain English and
using the principles of investigative journalism, Star Gates helps
prospective buyers make informed business decisions about inbound
marketing before committing to a solution. The book provides a
detailed analysis of all costs including hidden charges, reviews each
vendor’s strengths and weaknesses, and tells which companies offer
the most attractive deals in inbound marketing.”

Star Gates is unique on three levels:

        --  Essential Preliminaries: Star Gates is the first book to provide a
            comprehensive examination and "how to" guide on the four "gates"
            companies must pass through to ensure inbound marketing success:
            keyword research, keyword testing, site optimization and content
            engineering -- essential knowledge that inbound marketing companies
            tend to downplay because each area requires additional investment
            above and beyond the cost of their solutions.
        --  Side-by-Side Vendor Comparison: Star Gates stands alone as the only
            guide to deliver a frank, unbiased review of the Big 4 vendors by
            feature, price and performance, to help potential buyers choose the
            best solution for their business. In contrast, virtually all other
            inbound marketing books are written by vendors and their resellers,
            and have a hidden agenda to encourage purchase of the products versus
            offer objective analysis.
        --  Expensive Add-ons/Hidden Charges: While the book provides many success
            stories, it also reveals pitfalls to be aware of, for example,
            one-year, pay-in-full upfront contracts, and add-on expenses such as
            mandatory training and database storage of contacts that can easily
            double the cost of an inbound marketing solution.

Among the many valuable insights found in Star Gates:

        --  The Power to "Unmask" Online Mystery Shoppers. Companies are often
            misled on the value of Google Analytics and Google Webmaster Tools.
            Neither can reveal the identity of visitors to your website. In
            contrast, inbound marketing "unmasks" prospects, then grades and
            scores the most promising as targets for lead nurturing campaigns.
        --  Inbound Marketing's Real Value: Relationship Building. Inbound
            marketing is not a substitute for sales. What it does do: build
            relationships that improve conversion ratios.
        --  Missing Pieces. No solution is truly "all in one." All inbound
            marketing systems rely on 12 essential components, but most lack 3 out
            the 12 key modules: keyword research, a blog platform and a content
            management system. Where these 3 modules are concerned, you must bring
            your own.
        --  Come-Ons to Avoid. All vendors promote monthly rates for their
            Software-as-a-Service (SaaS), but in reality expect quarterly or
            annual contracts. Some want the full year's payment up-front.
        --  Tuition Fees. In inbound marketing, education is a profit center.
            Three out of the "Big 4" require you to pay for training on how to use
            their software, at fees ranging up to $8,000.
        --  Database Charges. All vendors store your prospect data, often for a
            hefty sum that can exceed the cost of inbound marketing software
            itself. One vendor has 18 separate categories of fees, based on the
            number of contacts you want to store. Others mask database charges by
            bundling them into a higher software charge.
        --  Higher Sales. Caveats aside, inbound marketing works. Star Gates
            provides case studies on companies that have used inbound marketing to
            boost revenue up to 400%.

“There is no question that inbound or ‘permission’ marketing is the
future, destined to supplant the high cost and low ROI of
advertising, direct marketing and other forms of classic outbound
marketing,” said Crawford. “However, this is a young industry where
the rule of caveat emptor still applies. To optimize their
investment, prospective buyers must master the knowledge of the four
‘gates’ to inbound marketing success, and understand the strengths
and weaknesses of each provider. Star Gates is your guide.”

To read the Foreword and Introduction or purchase Star Gates: Your
Passage to Inbound Marketing, go to

Based in the Washington, D.C. metro area, Crawford Public Relations,
Inc. is a premier provider of marketing, communications and PR
services for the digital era. For more information, go to

        James Crawford
        Email Contact

SOURCE: Crawford Public Relations


(C) 2013 Marketwire L.P. All rights reserved.

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