The Power of Inbound B2B Marketing

Earlier this year I wrote an article from my personal LinkedIn account. This was the first in a chain of events that led to a meeting with a qualified lead, to discuss a €50,000 recurring revenue sale. That is the power of inbound marketing, especially on LinkedIn.

Inbound Marketing is a concept, closely tied to Content Marketing, whereby the focus is on providing the highest level of value to your audience on digital platforms. It is not a sales pitch, and it is certainly not selfish content. Essentially you treat your brand as a member of the press in your given industry.

Even though its objective is to give back, it typically results in the following impressive outcomes:

• Your Customer is the Decision Maker - In any sales negotiation, there is an obvious advantage to being on the receiving end of an inquiry from a lead, rather than trying to sell outbound. That being that the customer is actively looking to buy, which puts you in a prime negotiating position. The customer has taken the decision to purchase, rather than being coerced by clever sales tactics.
• Pre-Qualified Leads - Qualifying leads is important but especially important in the B2B environment, especially in the recurring revenue game. 47% of buyers make a purchasing decision after viewing 3-5 pieces of content. If they have made the decision to buy, based on your content, then they have already bought into your brand and are firmly down to the lower end of your sales funnel.
• They are Less Likely to Leave - Content which is made for the customer, rather than your sales objectives, will continue to add value for your customer, long after your sales have been made. If they joined because of such content, they will remain loyal to your brand so long as you keep up the good work.
• You Build Internal Champions - Even if the eventual decision-maker does not see your content, there is enormous value in convincing those not so high on the ladder. Remember, the younger execs are the ones who are looking to make a big impact within their organization and are brimming with ideas to communicate to their management. Also, if they have championed your product/service, they are less likely to give up on your relationship after a sale. Why? Because they were the ones who fought your case in the first place. They will do whatever they can to assist in making the decision to buy, the right decision when times get rocky and you are at risk of losing a customer.

Michael