Inbound Marketing Fundamentals
The Buyer's Journey
Inbound Marketing Goals
The 8 Best B2B Inbound Marketing Strategies
Marketing Analytics and Reporting
The inbound marketing strategy focuses on creating long-lasting business relationships. It's a strong foundation for building an online brand reputation and achieving your B2B goals by being human and helpful.
Behind every business are people who want to make well-informed decisions. They're looking for solutions and connections on different sites, platforms, and networks.
Inbound marketing can create awareness and draw potential customers through helpful and educational content tailored to them instead of pushing your business. As a result, you can become the trusted friend they seek advice when they have a challenge.
The more you try to understand buyers and make them feel valued, the closer you'll get to their business.
Inbound is as much a mindset as it is a business strategy that you can apply to your business if you focus on these three principles:
B2B buyer personas are detailed profiles of your ideal customers based on your efforts to understand them through accurate data and market research.
The insights from 15 000+ global consumers and business buyers show that 66% of customers expect companies to understand their needs and expectations.
To create buyer personas imagine you have to create the LinkedIn profiles of your ideal customers. Here is what you should consider:
The better you know whom you are marketing to, the better your messaging will resonate with them. The same applies to your negative buyer personas.
It's crucial to direct your inbound marketing efforts toward relevant activities that fulfill your purpose. One way to set your direction is to define your inbound marketing goals.
There are different techniques for setting goals with clear focus and direction, and one of them is the PACT technique:
According to SEMRush 2021 global research, 97% of businesses include content marketing in their overall marketing strategy.
Quality content is the main responsible driver of inbound marketing success. Your content marketing strategy should focus on creating and distributing content for the B2B buyer personas you've previously defined and at different stages of their buyer's journey. One powerful way to improve the quality of your content is to create an emotional connection with your audience through storytelling.
The 8 most popular types of content marketing formats:
Content distribution channels
Additionally, it's crucial to include a content distribution plan to share, publish and promote your content through various channels to reach your audience. The three main groups of content distribution channels are: owned, earned, and paid.
The SEO strategy helps your content rank higher on search engines like Google. Google algorithms consider a wide range of ranking factors to decide how well a page ranks, with the ultimate goal to feature content that fulfills user search needs.
Search engine optimization expands the online visibility of your business in organic search results and improves the quality of traffic to your website. As a result, it can bring you more conversions, win more customers and increase revenue.
SEO is an effective marketing strategy that includes on-page and off-page best practices to bring your content to the right audience.
Some of the factors that influence the success of your SEO efforts are valuable content, internal linking, site security, user-friendliness, page speed, quality backlinks, site authority, and mobile-friendliness.
Email marketing from the inbound perspective is about sending the appropriate email at the right time to the right person. In other words, knowing your buyer personas and at which stage of the buyer's journey they are to send them the appropriate email.
Segmentation plays a big part in the success of an email marketing strategy because it helps to send the most contextual messages to smaller groups of similar profiles. It is also an essential component of behavioral marketing that targets audiences based on their behavior, interests, intentions, geolocation, and other metrics.
The other two big players in the effective email marketing strategy are personalization and data-driven analysis. The goal is to collect more data, segment your contacts into groups and nurture them by creating highly personalized experiences.
If you’re wondering what good click-through rates for the tech industry are, here are some email benchmarks you should consider: 22.7% open rates, 2.0% click-through rates, and 9.8% click-to-open rates.
Social media enables you to build brand awareness and connect with your ideal audience by taking advantage of the social media platforms they already use. It gives your content more chances to spread and be seen by a broad audience.
To build a social media strategy aligned with your business objectives, you'll need to:
Download the FREE Inbound Marketing Checklist to make your campaign a success.
Marketing automation helps you manage processes across multiple channels and complete repetitive tasks faster and more accurately. It allows you to target prospects and customers with automated messages according to instructions called workflows. This way, you achieve more efficient interactions and better results.
For example, a customer can receive a follow-up email immediately after requesting information rather than waiting for someone to reply manually.
In 2021, HubSpot reported that 76% of companies use automation. It increases operational efficiency and grows revenue faster as a more straightforward way of completing time-consuming responsibilities.
John McCarthy is considered one of the "founding fathers" of artificial intelligence. He presented his definition of AI as "the science and engineering of making intelligent machines" at the founding event of AI on the campus of Dartmouth College in 1956. According to McCarthy, a system has AI if it performs actions considered intelligent if performed by humans.
Gartner defines artificial intelligence (AI) as a technology that applies advanced analysis to interpret events, support and automate decisions, and take actions. It can make your marketing automation more intelligent and positively impact your business outcomes.
AI is a powerful marketing solution that gathers data and adapts to improve the customer journey, delivering a personalized experience. With AI, you can boost marketing campaigns' ROI by interpreting user behavior and generating hyper-personalized digital ads.
A Stanford study found that judgments on a company's credibility are 75% based on the company's website design.
Since your website is responsible for your company's credibility, it should not be a final product. Instead, it should be a foundation you constantly build and optimize to increase your business growth. Here is where Growth-Driven Design (GDD) can contribute to reaching your goals.
GDD is a more innovative approach to web design that drives optimal results by learning about your visitors through data and continually improving the site's performance. It reduces the frustration and risk of traditional web design and doesn't require an up-front investment.
According to HubSpot, here is what 350 agencies from more than 40 countries reported seeing six months after launching a website using Growth-Driven Design: 14% more website traffic, 16.9% more leads, and 11.2% more revenue.
According to a study by WorkBoard, 69% of high-performing companies say that the most important and effective way to build a high-performing team is to communicate business goals company-wide.
The best opportunity for improving business performance is having a clear revenue goal aligned with roles, systems, and technology. Sales and marketing teams should align and make an SLA agreement to accomplish that.
With an SLA agreement, the marketing team promises to deliver a certain number of leads to sales, and the sales team promises to contact them within a specific timeframe.
We covered how inbound marketing can help you achieve your business goals and grow better by creating meaningful business relationships.
There are business problems that your B2B tech company can solve, and you deserve to be found by those businesses, at the right time and with the appropriate content. That's why implementing an inbound marketing strategy is the right choice
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