Why Inbound Marketing is essential for your B2B business

There is a common misconception in many B2B companies that think an inbound marketing strategy is not adequate for their needs as their clients/prospects are not online and it is a long term investment that is not worth doing.

The problem is that this “misconception” can cost you about 68% of your sales leads.

What Inbound Marketing is about?

Inbound Marketing is a completely different approach to traditional marketing or Outbound Marketing.

Inbound Marketing, as it name says, are actions implemented in order to bring clients “in” and not having to go “out” to get prospects attention.

Inbound is all about providing remarkable content to your leads, prospects and clients, delighting and engaging with them through their experience with your brand.

By creating the right content, focused in your customers interests, you can expect that the traffic you attract will be more willing to convert from leads to clients. On the other hand, outbound marketing uses methods including; buying ads, buying email lists, and cold calling, that aims to force the client to make a purchase decision.

The fundamental basis of an Inbound strategy is selling your product by educating your customers.

Why Inbound Marketing for B2B?.

93% of B2B buyers report that they use search engines to research purchase decisions accordingly to a Fronetics study. This means your customers are online and they a looking for three main subjects:

• Learn and be updated in new market trends and industry news
• Discover new solutions and technologies to improve their company performance
• Share and engage with communities related to their industry

As your potential customers are online, you must have a presence in the web so they can easily find you, and most important, learn from you. To make this possible in today’s saturated internet world, is vital to invest and create a smart inbound strategy aiming to capture a small but specific niche of people who you think can be converted into clients in a cost/effective way.

As any investment, you will expects returns from it, and an Inbound Marketing strategy will do the work.

A Research conducted by HubSpot found that Inbound Marketing is alot more effective than outbound marketing:

• 200% average ROI
• 62% lower cost head
• 15% increase in top line revenue

This is sustained because 68% of online buyers looks for information and references about a service through their website and social networks, and almost 60% of them have make a purchasing decision even before contacting your sales rep. This is why beside an amazing Inbound Marketing plan you must have an excellent customer service.

Inbound is about EMPOWERING potential customers

The secret behind a good Inbound Marketing strategy is changing your company marketing vision to a customer-centric one, under the idea of;

“Creating Marketing that People Love”

The complete opposite to something like this…

The first step for you is to understand what type of content your customers wants, when they want it and from what channels they might like to get it from.

After that you can start creating the right content, at the right time, through the right channels to the right audience — Which in the bottom line means content that will help you grow your business by driving profitable customer actions.

P.S. If you found value in this article, it would mean a lot to me if you hit the recommend button and to hear your comments!

I would love to catch up with you and know about your experience! Matias Honorato

Any grammar, spelling or punctuation mistake, please let me know. So I can keep improving my english…my best to all of you!