Across the marketing spectrum, the switch between a sales-driven cycle to a buyer- led cycle has changed the name of the game. The sphere of traditional Inbound Marketing is no exception. With this in mind, this new form of Inbound marketing – propellered by the buyer’s journey – has gained popularity in recent years with the shift of the paradigm. The term, “Inbound Marketing” was subsequently coined in 2005 by Hubspot.
With this in mind, Inbound Marketing is a strategy that focuses on attracting customers, or leads, via company-created internet content. The goal is simple: having potential customers come to the company rather than marketers vying for their attention. This type of marketing tries to make it easier for customers, who are already actively looking for goods or services via the Internet, to find what a company offers. According to Pardot – a market-leading marketing automation software -, the “fuel for this strategy is helpful, creative, engaging content that nixes the sales pitch in favor of brand awareness, conversation, and shareability. Good inbound marketing should educate, inform and entertain, providing true value to readers.” Subsequently and when utilized inquisitively, inbound marketing can be a key component of a successful marketing campaign that ultimately drives leads and sales.
Inbound marketing works for most B2B marketers as a part of your well-balanced strategy. This can be achieved by utilizing a mixture of different types of content, across multiple platforms to connect with their buyers at each stage in the buying cycle.