Inbound Marketing helps marketers turn prospects into delighted customers. It enables them to create connections between marketers looking to sell and customers wanting to buy. Here’s how…
At the heart of inbound marketing is a four-stage process – attract, convert, close and delight. This requires marketers to use several tools and a variety of channels. For example, attracting potential buyers by creating and sharing personalised content that addresses a particular need.
Content comes in the form of reports, whitepapers, webinars, tips, webinars, events – whatever content marketers think would be useful for their purposes. If the content suits the recipient’s interests, marketers will aim to convert them into leads by gathering their contact information.
To transform leads into customers, marketers need to keep track of all the information they collect in their pipeline; create email marketing campaigns to provide relevant content at the right time, build trust with prospects and nurture leads at every lifecycle stage.
The state of inbound marketing & sales
In 2016, we created in partnership with Hubspot a report on the state of Inbound Marketing & Sales. This featured insight from 4,500+ respondents from 132 countries, with a marketing or sales background in B2B and B2C. In terms of roles, 26% are C-level Executives, 14% are Vice Presidents or Directors.
Some of the most important findings:
74% of respondents think their company should focus on turning leads into customers; 57% of them prefer focusing on growing traffic to their website.
When it comes to Inbound, 66% of them want to grow SEO, while 60% prefer to focus on creating blogs.
Closing more deals and improving the efficiency are two of the top sales priorities for 2017.
The top challenge, reported by 65%, is ‘generating traffic and leads’. ‘Proving ROI’ ranks 2nd, with third place going to ‘securing enough budget’.
When it comes to sales, 33% of respondents think that the top challenge is prospecting;
‘Identifying the lead’ was the hardest part for 26% of marketers.
Seventy-two percent of marketers who have calculated ROI feel their marketing strategy is effective. Those who don’t calculate ROI are less confident about their marketing activities.
A high proportion of marketing agencies (84%), IT and services (72%), media and publishing (76%) use inbound marketing; in fact, they think it should be the primary marketing approach in an organisation.
Video dominates the agenda of C-level business leaders. Fifty-six percent are planning to add YouTube as a content channel; 46% of them prefer focusing on Facebook video, while 17% of them are looking into Snapchat.
Business leaders prefer to communicate via email.
When it comes to social media, respondents prefer to use LinkedIn and Facebook for professional reasons. When it comes to sales, marketers prefer to communicate with their prospects via phone, email or LinkedIn.