Inbound marketing is a methodology that uses digital channels and relies on different strategies to generate leads on a constant basis. The difference with traditional marketing is that it is about attracting customers to your brand , instead of going out to find them and saturating them with invasive advertising.
But how does inbound marketing relate to B2B companies? Since 60-90% of B2B purchasing decisions are made online, it is the prospect who is in control of the sale. Your role is to anticipate this situation and improve your B2B digital marketing strategy .
B2B inbound marketing focuses on creating relevant content to educate your ideal customer and guide them through their buying journey until they are ready to buy from you. But what is the profile of a potential B2B customer?
What is a B2B customer like?
B2B customers belong to selective niches and often have more objective motivations , such as profitability, benefits, ROI, investment, resources or time. In the purchase decision process of B2B inbound sales or B2B purchases, 5 to 10 people are involved, some of them are influencers or decision makers, so it is important to demonstrate authority and mastery in what concerns us.
In addition, to close a business-to-business sale , it is necessary to convince in a personalized way and to use all the existing pieces. To establish a long-term relationship of trust, it is necessary to give importance to factors such as:
- Value proposition. Why should they choose you over the competition? What are your competitors doing to meet the needs of your potential customers? Your value proposition should be unique and focused on meeting your customers’ needs.
Online positioning and reputation.
- In a constantly evolving environment, it is no longer enough to have a website. In addition to diversifying digital channels, you have to choose those that your clients prefer and offer them valuable content. Having a blog, success stories, landing pages, etc. can improve your authority and the relationship with your audience.
- Corporate culture and philosophy. It is becoming more common to give importance to the image that the company conveys, its values, its culture, and its social responsibility policies in order to establish a collaboration.
Now, how do you start attracting new honduras telemarketing customers with B2B inbound marketing ? We’ll tell you in 5 simple steps.
1. You must align your marketing and sales teams
A common problem in all too many salespeople too few sales: how to improve b2b sales efficiency? companies is the constant friction between marketing and sales. Sometimes because the prospects are of poor quality or because they are contacted when they are not yet ready to buy. With the inbound methodology, communication and processes are simplified by creating a constant, bidirectional workflow .
While the sales team provides key information about the ideal customer and their requirements throughout their buying journey, spam data marketing can create different content offers to solve their doubts or problems and educate them until they make their decision.
In turn, this content helps sales build a valuable relationship with prospects, generate interest, and even handle some sales objections and sell more.
How to attract and convert new customers?
The conversion funnel helps us understand where each prospect is and sets the tone for taking one action or another. To attract and convert prospects, there must be a common language between both departments where the following concepts are clear:
Lead. By creating valuable content and distributing it through different digital channels (blog, networks), it is possible for prospects to reach our website. In this discovery stage, the person searches to resolve their doubts and has left us their data to download an ebook. We still don’t know if they will be a potential client, but they have become a lead.