Attract the right buyers, nurture them and deliver win-ready sales leads
Did you know that...?
“[...] today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they will engage with a vendor’s sales rep. This buyer dynamic changes the role of B2B marketing in a fundamental way: Marketing is now the vendor’s connection to the customer through more of the buying cycle. Stop thinking about campaigns and start thinking about engaging prospective customers in the early and middle stages of their buying journey. [...]”
"[...] More than 90% of C-level executives said they “never” respond to cold calls or e-mail blasts."
"[...] The average B2B decision-making group includes 5.4 buyers."
So, what is inbound all about?
Inbound is a fundamental shift in the way we do business. Instead of that old, interruption based message where the marketer or salesperson had all the control, inbound is about EMPOWERING potential customers.
- Inbound Marketing is marketing focused on getting found by customers.
- It is customer-focused. It is helpful. Wouldn’t you prefer to deal with a business that is focused on your needs instead of their own?
You have probably come across some of your favorite brands actively practicing inbound marketing. It is that problem-solving blog post that shows up near the top of the search engine. It is the new solution that was discovered on LinkedIn or the product review that was found on Facebook.
Inbound is about being a part of the conversation. Being a part of that conversation means sharing helpful, relevant content with the world. It is about drawing people in -- that’s why it’s called Inbound, after all. And most of all, it is about creating marketing that people love.
In today’s world, buyers have all the power. Think about the process you went through the last time you made a purchase. Did you call up a salesperson, asking to buy? Or did you hop online and do some research? I be willing to bet you did the latter.
It is time for you to support that buying process. It is time for you to join in and empower your potential customers to make the right decisions for themselves.
So how do you actually do inbound? Well, the best way to start is by understanding the Inbound Methodology.
The graphic above illustrates the four stages that make up the inbound marketing and sales process. These stages are Attract, Convert, Close, and Delight. Listed along the bottom of the methodology are the tools companies typically use to accomplish these actions. The tools are listed under the stage where they first come into play, but that’s not the only stage where they’re applicable! Some tools, like email, can be essential to multiple stages of the methodology.
Starting at the beginning, on the left, you’ll need to attract the right strangers (your target persona) to your website and to your brand with quality, compelling content that answers the questions they have, and turn them into visitors. Some of the most important tools to attract new users are
- optimizing your website (keyword and SEO strategy), and
- social media.
Once you’ve attracted new visitors, the next step is to convert some of them into leads by gathering their contact information. At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer. In order for your visitors to offer up that currency, willingly, you’ll need to offer them something in return.That ‘payment’ comes in the form of offers, like eBooks, whitepapers, infographics, webinars, case studies, or tips sheets - whatever information would be interesting and valuable to your prospects. You can convert visitors into leads by using what’s called, as you might have guessed, the conversion process. Website components like
- compelling calls-to-action,
- optimized landing pages and
can entice these visitors and help you get information about them.
Moving along, now that you’ve attracted the right visitors and converted the right leads, it’s time to transform those leads into customers. In the Close stage, tools like
- lead scoring,
- closed-loop reporting,
- lead nurturing,
- lead intelligence,
paired with lead follow up best practices and sales tactics can be used to help sell to the right leads at the right time.
Inbound is all about providing remarkable content to your users, whether they’re visitors, leads, or existing customers. Just because someone is already a customer doesn’t mean that you can forget about them! Inbound companies continue to delight and engage their customer base, turning them into happy promoters of the products and services they love.
Then, the whole methodology starts back at the beginning, when promoters talk to their networks – more strangers -- and spread the word about your products and services.
Our Inbound Marketing and Sales Services
We will help you to design, implement and run your inbound marketing activities to generate leads and close deals. We apply the inbound marketing methodology and software tools from Hubspot* to turn strangers into customers, and then promoters of your business. Infinityn International is an authorized Hubspot Reseller and a Hubspot Startup Partner**.
*Hubspot is an all-in-one inbound marketing and sales platform that helps companies attract visitors, convert leads, and close customers.
**Startups that participate in our startup acceleration program (Infinityn Accelerator) receive a 90% scholarship for the 1st year and a 50% scholarship for the 2nd year on the CRM, marketing and sales tools that Hubspot provides. More information on the Hubspot Startup Program here. Startups are eligible if they are affiliated with a HubSpot Startup Partner (i.e. one more reason to join the Infinityn Accelerator program), have less than $1m in funding, less than $1m in lifetime revenue, and are not a current Hubspot customer.
Are you ready to kick-start your inbound marketing efforts? Contact us today!