How Inbound Marketing Can Help You Grow Your Sales Pipeline

Your sales pipeline, alongside inbound marketing, are great answers to the where and how of customer generation. And although marketing is an umbrella term that captures sales, it’s important to understand just how these two concepts collide. Thanks to their overlapping aspects, you can easily use inbound marketing to grow your sales pipeline.

Here’s how your sales pipeline will potentially develop with inbound marketing:

Provides Insight

Inbound marketing stimulates consumer buying habits by:

  • giving them content they want, and
  • understanding their habits through the content they use

When this happens, you’re given the information you need regarding their needs, wants, and projected necessities. These insights help your sales pipeline further understand which stage of the sales process these numbers and insights align and matter.

And because inbound marketing eases consumers in instead of bombarding them with flashy advertisements and shifty “deals,” they provide more authentic insights in regards to customer preferences and concerns. These kinds of views can factor greatly in the buyer’s decision.

Adds Value

After feeding customer’s buying habits, you’re then given the opportunity to support the stages of your sales pipeline. Inbound marketing adds value to it by increasing consumers’ awareness of your brand; consequently, information on its effectiveness in bringing in leads.

Because pipeline management is also fused to the closing stage of inbound marketing, it sees increased return on investments (ROI). This also due, in part, to the positive response of consumers towards the marketing strategies.

Inbound marketing insights also add value to your sales by providing metrics which determine a thriving sales pipeline. For instance; numbers and sizes of deals, average percentage of closed deals, and a closing duration.

Attracts Potential Market

Because inbound marketing relies on the influx of leads and customers, its methods attract both curious visitors and potential consumers. While this is the more conventional scenario, inbound marketing has the capacity to turn unlikely visitors into leads provided an effective campaign.

Although prospecting dictates that your sales focus on more likely candidates, it’s also in the nature of the pipeline to welcome growth — which means making an effort to convert. This is made easier during the attract and convert stages of inbound marketing where visitors are converted to leads.

Sifts Market for Potential Buyers

Knowing the content visitors like will greatly help in the prospecting and qualification stages. What drives them in and makes them stay are important details that signify the level of purchasing intent.

Both inbound marketing and sales pipeline highlight efforts to sift the market for potential leads. Inbound marketing particularly pays attention to potential buyers and making excellent experiences to attract returns and referrals.

Helps Generate Quality Leads

Because properly executed inbound marketing goes through a careful process of attracting and converting leads, it generates more quality leads than any other method. Additionally, its strategy to “naturally” attract leads and consumers rather than forcibly drive them in (as with outbound marketing) helps better understand genuine motivations for attracting quality leads.

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Grows your Enterprise

Thanks to the consumer-centric nature of inbound marketing, it’s proven to raise your brand awareness, drive traffic, generate leads, and eventually turn leads into consumers. Its nurturing aspect basically propels consumers in and sales up, making your businesses grow — again, provided a smart inbound marketing campaign.

Inbound marketing is a great strategy that integrates sales and marketing, all the while treating your sales pipeline — and itself — as different methods. It’s a versatile tool that’s cheaper and easier to manage than traditional outbound marketing, and has proven significant ROIs for sales and marketing — apart and as a whole.


Originally published at leadsngin.com on August 21, 2018.

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