B2B Inbound Marketing Intro
Inbound is inboud. Outbound can be dated. Inbound marketing involves your buyers looking online to help solve their challenges, fulfill their needs and source the right vendor or solution for their company. Inbound can be very targeted and cost-effective. Outbound marketing on the other hand can be wasteful by blasting your messaging to everyone hoping you might interupt them from their day when they weren't ready to receive your noise.
B2B Inbound is a smart & strategic move to contribute qualified leads to your pipeline for your sales team to work and close which ultimately will increase your company's revenue.
What Types of Companies Benefit the Most from B2B Inbound Marketing Services?
Although there are many, below are a handful of points to help communicate the power of B2B Inbound marketing as a solution for your company's growth.
- Business to Business inbound marketing is key for B2B companies who want their pipeline to be filled with better qualified leads. With these better qualified inbound leads contributing to your pipeline, you and your sales teams can have better conversion & close rates. B2B inbound marketing acts almost as an additional member of your team helping to nurture your leads along into your pipeline.
- Executives, sales leaders, in-house smaller marketing teams and growing entreprenuers lean on GoingClear for B2B Inbound marketing services. To further, B2B tech companies especially can be a very natural fit. With over 21 years of working with all types of companies, we can confidently say that any B2B company that has a longer sales cycle can benefit from B2B Inbound marketing. It can work for B2C companies as well, but B2B lends itself to having longer sales cycles which could range from 30 days to over a year, multiple stakeholders involved in the decision making process as well as research-friendly buyers who typically leverage the Internet for research.
- Sometimes companies without marketing departments at all or with just one VP of Sales or Marketing Director end up seeing massive value due to the fact that B2B Inbound marketing is like hiring and creating a full team of in-house marketers all aligned to one brand to work multiple parts of your sales and marketing efforts within in one monthly plan.
- Another strong fit for B2B Inbound Marketing services is for any B2B company that might already have a great referral business and is doing fine with leads through recommendations, but is looking to grow their business by getting new leads from their website and online.
It's all about:
& Growing Pipeline.
With a B2B Inbound approach to getting prospects to your website and empowering them with what they need to assist on their digital buyer’s journey turning them into leads, you’ll be growing your pipeline value and quality of deals. Even if you have a full pipeline from PPC advertising or in combination of that and or a strong network of referrals, you could and should always be powering up your Inbound marketing engine with getting eyes, giving knowledge and growing pipeline.
B2B Inbound Zone
GoingClear has a sweet spot for delivering the most value to their clients. That sweet spot is within the B2B space. Being in business for 21 years and also being a B2B company ourself, we live it every day and understand even though it’s a B2B play, it’s a H2H (Human to Human) approach that must be thoughtful to your target audience and sincerely aimed to help them win.
Without that raw, clean and clear intent in combination with the sea of noise competiting for your buyer’s attention, it’s difficult to even begin to help. Custom thoughtful design, clear content, calculated automation and the right placement while all aligned can serve your B2B digital growth.
90% of B2B researchers who are online use search specifically to research business purchases.
“With this being true, it should be clearer than ever that any company that wants new customers should be engaging in B2B Inbound Marketing. At the least, just to protect your market share so that even if you are helping your existing clients and network, it won't be dried up one day with your current competitors taking your leads and strengthening their own market share.”
What skills are involved in running successful B2B Inbound Marketing?
B2B Inbound marketing is a combination of leveraging brand strategy, CRM, marketing automation & workflows, email marketing with drips, content marketing, SEO organic traffic, digital buyer's journey mapping & positioning, brand analysis, website optimization, web design, web development, strategic CTAs (Call To Action), eBooks, content offers, writing, digital public relations, social media, sometimes video, analytics, reporting and ongoing optimization.
There are many moving parts to a successful B2B Inbound Marketing engine being developed and constantly running. Below are some of what makes up a succesful B2B Inbound Marketing strategy in terms of the skill sets and team members and what they are contributing in a fully synced monthly and quarterly cadence.
Inbound can't be run without a clear B2B Inbound strategy being mapped out. In order to run strategy on Inbound, a proven process with professionally trained and certified strategists is going to power up your strategy for the better and enhance your campaign effectiveness.
Might be obvious, but we are talking about converting prospects from your website with already dangerously low clickthrough rates as it is. Templates might not be a good move, but leveraging custom thoughtful web design to convert your prospects can help you win.
Most elements are flexible, but when being most thoughtful to your customers, sometimes a little custom interaction and development can go a long way.
Graphic Print Designer
Digital is great, but when communicating via white papers and eBooks, print layout and design is going to come in handy to deliver that polished marketing asset.
You’ll need those net new eyes from search engines clicking back to your website. A SEO specialist will be able to create and optimize the right pages and structure.
With many moving pieces to bring digital marketing strategies to life, a project manager can save the day and keep things in order as deliverables and approvals move forward.
A key piece to your B2B Inbound strategy is having that thoughtful, clear and helpful content to help empower them along their digital buyer’s journey.
With the sea of static content out there, video is a great way to stand out and communicate your message, products and or services in a clear way.
To blog or not to blog? Almost every B2B company should be blogging. Think of it as your own brand's publication or knowledge center where you help your buyers win through empowering them with the right knowledge.
Social Media Specialist
Be where the eyes of your target buyers spend time as well as helping support SEO ranking factors, a social media specialist will help plan and coordinate all social posts while staying aligned to your brand voice & personality.
Not to go unnoticed, proofreading is essential to staying credible while your readers are on your website and or consuming your marketing assets whether they are eBooks, white papers or other content.
At the heart of B2B Inbound marketing, automation is one of the keys to a finely tuned marketing machine being run for your digital engine. Your customer-friendly workflows and sequences are being developed to support your buyers.
Digital PR (Public Relations) Specialist
Not exactly the same as traditional Public Relations, a digital PR (public relations) specialist works to build authority for your content and helps contribute towards securing spots on digital publications linking back to your website while working with publishers, editors and or the press.
Analytics, Reporting & Optimization
First, your entire buyer's journey must be mapped, then analytics must be installed successfully with conversions defined and tracked. Reporting can be looked at as the easier part, but analysis and optimization is where the fun begins to always be optimizing your digital campaigns.
B2B Inbound Marketing Process
Like any engines being built, proper initial planning and strategy is going to be key to a successful marketing engine for your company. Below is a high-level view into how kick off and continue to run our client B2B Inbound marketing services.
B2B Inbound Marketing Metrics Optimized
With clearly defined B2B Inbound Marketing goals and a strategic Inbound plan in place, then we can set up and track key metrics to communicate success and allow room for ongoing optimization. Below are typical metrics that we track and report on for our clients.
Our Monthly B2B Inbound Marketing Plans
GoingClear's monthly B2B Inbound Marketing plans to power your brand & digital marketing engine forward. No long term commitments as we want to constantly be providing value and showing real impact on our marketing efforts.
Starter$5,000 per month.
Our Starter monthly Inbound plan comes with the key ingredients for companies who want to grow via digital.
Essentials$7,000 per month.
Our Essentials monthly plan ups your Inbound marketing game with a more aggressive approach to your growth via digital.
Want to Chat About our B2B Inbound Marketing Plans?
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