Over the past decade, people have drastically transformed how they consume information and make purchase decisions. By some estimates, 80 percent of B2B purchase cycles are completed before the buyer contacts sales. In order to grow your business, how you market to potential buyers must change.
That’s where inbound marketing comes in. Inbound marketing focuses on creating quality content that aligns with potential buyers’ interests, and then distributing that content through various online channels, such as email and social media, to pull people toward your company and its products or services. Inbound marketing is the most effective marketing method for doing business online. According to HubSpot, inbound marketing practices produce 54 percent more leads than traditional outbound practices, such as direct mail and traditional advertising.
Inbound marketing begins by developing a deep understanding of who your potential buyers are and what information they need see while searching for solutions to their problems. With that understanding, you can create and share valuable content that attracts the right people to your website. This valuable content often includes eBooks and other short guides, blogs, videos, infographics and webinars.
To receive the content, web visitors must give their contact information by converting on forms. When they do so, they become leads. Lead nurturing programs and contextual touches designed specifically to appeal to potential buyers at various stages of the buyer journey cultivate leads through the sales funnel until they are ready for your sales team to make contact.
Inbound marketing is an approach that has worked for countless companies in nearly every industry, from Software-As-A-Service (SaaS) to healthcare to specialty manufacturing. B2B and B2C companies alike are increasing their marketing spend and complementing their internal marketing resources with inbound marketing experts.