Where are today's B2B buyers looking for answers? Online. To connect with its best prospects, a company must develop its website and social media platforms to be helpful resources providing the insights and knowledge prospects are looking for.  

Inbound marketing provides a systematic approach for business who are looking to build, expand & participate in this digital economy. 

 

Table of Contents

  1. Digital Marketing
  2. Inbound Marketing 
  3. Content Marketing
  4. Buyer's Journey
  5. Why Inbound Marketing

     

  6.  Inbound Methodology

Digital marketing

 What Is Digital Marketing

Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email and their websites to connect with their current and prospective customers. From your website to your online assets like digital advertising, email marketing, online brochures and beyond there’s a huge spectrum of tactics to consider.The best digital marketers have a clear picture of how each asset supports their overarching goals. 

Inbound Marketing

What Is Inbound marketing 

It is the primary marketing approach used by businesses world wide, it is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention. 

Sharing is caring and inbound marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your target customers, inbound attracts qualified prospects to your business and keeps them coming back for more.  

Content Marketing

What Is Content marketing

Content marketing is a marketing program that centers on creating, publishing and distributing content for your target audience – usually online – the goal of which is to attract new customers.

Buyer's Journey 

What Is Buyer’s journey

This is the process buyers go through to become aware of, evaluate and purchase a new product or service.The journey is a 3-step process:

1.   Awareness stage:the buyer realises they have a problem

2.  Consideration stage: the buyer defines their problem and researches options to solve it

3.  Decision stage: the buyer chooses a solution

Why Inbound Marketing

Inbound marketing is the primary marketing approach for the majority of businesses worldwide. For several years now, the traditional tools kit of B2B marketers has been losing its edgeInbound marketing replaces interruptive, outbound forms of communication with content driven strategies that help you to attract, convert, close and delight modern B2B buyers. 

InBound Marketing Methodology 

Inbound methodology, maps your digital marketing with the stages of the buying process in a way that enables you to:

  • Attract visitors to you online, while  they are researching their problems
  • Convert visitors into known leads as they dig deeper into their problems and seek richer information about solutions
  • Close customers by supporting their decision making process and capitalising on earned trust.
  • Delight closed customers by treating them with care, turning them into promoters of your brand

To help you get started we have listed below are some helpful resources that organizations like your utilize to expand their understanding about Inbound Marketing and opportunity it offers to early adopters. 

inbound marketing process

 

Attract

Lead attraction begins with online content publication – in the form of business blogging and advanced content like ebooks, videos, tipsheets, etc. – and search engine optimization (making sure your company comes up on the first page of search results), social media engagement, and online PR/media distribution and promotion.

 

Convert

Inbound marketing converts website visitors into leads by giving them highly valuable content in exchange for their contact information. By enhancing your website with a well-planned user experience and populating it with relevant and valuable content, we help convert more of your traffic (and higher quality traffic) into sales-ready leads.

 

Qualify

Through the power of marketing automation, CRM tools and 2.0 lead management strategies, lead qualification is now easier than ever. We use intelligent form strategies and personalized content to help clients get the best leads to "raise their hands" during the conversion process. Then, using marketing automation lead management tools, we identify which qualified leads are ready to turn over to Sales, and which prospects still need nurturing and support.

 

Nurture

Traditionally, lead nurturing has meant email marketing—newsletters, drip notifications, and subscription updates. With the combined power of marketing automation and content management tools, our approach to nurturing is increasingly more personalized and sophisticated. In our unified campaigns, we personalize messaging in a variety of situations: in the prospect's inbox, as they visit website pages, when they engage on social media, and when reading published articles.

 

Analysis

Analysis of your attraction, conversion, qualification, and nurturing efforts are essential to continued growth. By linking key performance indicators (KPIs) to revenue goals, we continually assess how an inbound plan is working.

From search engine optimization to how well a specific content piece generates leads, inbound marketers can assess marketing quality and sales-generation quantity at every stage. No more estimating the value of an ad: with inbound, you know the business impact of every single move you make.

 

Close

A strong closing strategy begins with efficient transfer of leads from Marketing to Sales—we build service level agreements (SLAs) to facilitate this process—and sales teams are supported by perfectly tuned nurturing efforts throughout the sales process. Using analytics and qualification data, we build advanced lead scoring to help organize and set priorities for the Sales team, helping to create systems of continual improvement.

 

Delight

We help clients continually provide value to their existing customers to foster referrals and generate new upsell opportunities. Delighted customers become promoters of your brand and evangelists for your marketing efforts, helping to drive your lead attraction process forward.

Topics: Inbound Marketing

Parvind

Written by Parvind

A seasoned technology sales leader with over 18 years of experience in achieving results in a highly competitive environment in multiple service lines of business, across the Americas, EMEA & APAC. Has a strong understanding of international markets having lived and worked in Asia, the Middle East and the US, traveled extensively globally.