B2B Inbound Marketing is a marketing method whose goal is to attract visitors, attract them to become potential customers, and finally satisfy them when they become customers. In this blog post, we’ll take a closer look at B2B Inbound Marketing from the basics to why inbound is one of the most effective digital marketing methods available today.
What is B2B Inbound Marketing?
B2B Inbound Marketing is a method that uses several marketing elements such as content marketing, SEO, and social media marketing to attract new leads and help them convert through each stage of the customer journey. buying.
By aligning these factors, however, B2B Inbound Marketing has created a holistic, data-driven approach that helps businesses measure, refine, and optimize their efforts, from attracting customers to customers. potential customers to nurture existing relationships.
According to HubSpot statistics, “the fewer companies know about their KPIs, the less likely they are to hit their revenue goals. 74% of companies that don’t exceed revenue goals don’t know their visitors, leads, MQLs, or sales opportunities.”
Why should B2B companies use B2B Inbound Marketing?
1. To generate high-value business leads in a cost-effective way
The first step in planning a B2B Inbound Marketing strategy is to create data-driven individuals — profiles of your target audience that include their different needs, goals, and challenges. The better you understand personalization, the better content you can create. With 47% of buyers viewing 3-5 pieces of content before interacting with a sales rep, your content can make or break your marketing efforts. Even more so when you’re a B2B company targeting a niche audience. Additionally, organic content costs 62% less than traditional marketing and can significantly increase your website traffic.
2. To support and improve the efficiency of the sales team
Identifying a new lead is not enough. The next step is to nurture the relationship and further educate the prospect as they move from the consideration stage to the decision-making stage. B2B Inbound Marketing combines tools like lead management and marketing automation to score your leads based on their behavior and trigger predefined actions. Your sales team can then focus on high-value sales-qualified leads that are ready to convert into customers.
3. To accurately measure return on investment (ROI)
By setting goals and using analytics tools, B2B Inbound Marketing can measure lead-to-customer conversion rates, website traffic, click-through rates, and more. This is ideal for B2B companies, such as those in the oil and gas industry, with complex sales processes and a select number of high-value customers. They can benefit from a sustainable lead generation system with low acquisition costs.
Inbound requires a long-term plan for a period of at least 12-18 months, divided into two phases: foundation and activation. During the first three months of the foundation phase, it is necessary to define your personality and goals, in addition to setting up your database, developing a content strategy, etc. After testing, measuring and fine-tuning the content, the activation phase will begin. Your campaign will officially be up and running, and your company’s flywheel will start spinning to improve your customer lifetime value.