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Over the last 10 years, customers have revolutionized the way they buy.  Ask yourself, has your approach to growing your business and acquiring customers kept pace?  

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Inbound marketing focuses on creating relevant content geared directly to the types of prospects you are looking to attract.  This approach provides several benefits:

  • You're able to create awareness earlier in the buyer's journey.
  • You're often able to create demand.  Because your content is relevant, the development of a "challenger message" can stimulate the awareness of problems that your prospects didn't figure out on their own.
  • You're able to generate more leads and predictability throughout your sales and revenue growth efforts.  Inbound marketing produces 54% more leads than traditional outbound methods, and the cost per lead is 1/3rd (source: HubSpot State of Inbound Report).

 

How Does Inbound Marketing Work

 

The first steps to success are clearly identifying who you want to attract by defining your buyer personas and then mapping out the journey your prospects go through when buying.  With that understanding, you will be able to create and personalize a powerful and relevant message that enables you to stand out from your competition and be in a position of influence.

From there, the focus shifts to creating and sharing valuable contact that attracts your ideal prospects to your website.  The content you use can vary a great deal and typically includes blogs, guides, worksheets, white papers, videos, infographics, ebooks and webinars.  To access this content, your propsects share information about themselves by using forms on your website.  

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By doing so, these leads give you insights enabling you to implement nurturing programs aligned with who they are and where they stand in their journey.  Leads that are nurtured generate 50% more sales ready leads at 33% lower cost (source: Forrester Research) and make 47% larger purchases than non-nurtured leads (source: The Annuitas Group).

 

Inbound Marketing Resources for You

Successfully Growing in a Recovery
3 Keys to Shortening Your Sales Cycle
The 7 Steps to Achieving Effortless Sales Growth
How to Effectively Manage Inbound Leads

You Can't Have Predictable Growth Without

Predictable Lead Generation

The-B2B-Funnel

 

The (not so) secret to creating predictable, sustainable and scalable growth is by supporting the entire marketing and sales funnel.

Above the Funnel: Includes everything you do to create awareness for your company and products and to drive visitors to your website.  
 
Top of the Funnel (TOFU): Once you’ve created some awareness, the focus turns to making it stick, creating alignment and turning visitors into leads.   
 
Middle of the Funnel (MOFU):  Now that you’ve got people listening, the hard work begins.  It’s critical that you have conversion paths in place that turn leads into Marketing Qualified Leads (MQL) and MQLs to Sales Qualified Leads (SQL). It is important that you align what you’re doing on the sales side with what you’re doing at the middle of the funnel.
 
Bottom of the Funnel (BOFU):  SQLs need to be managed in order to be converted to opportunities and then to customers. 
 

Let's Talk About How You Can Generate More Qualified Leads

 

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