Inbound marketing is the process of helping potential customers find your company, often before they are even in the purchasing stage of the buyer's journey. By creating content that your prospects love, you can build brand awareness and preference. By leveraging content that's relevant to your audience and using targeted CTAs, you can pull this traffic through your marketing funnel and drive new revenue for your business.
One of the biggest impacts of inbound marketing—that's often paytm database overlooked—is the increased opportunity for customer engagement. By developing content your personas love, you're also educating and engaging your existing customer base. In the age of the marketing flywheel, your existing customers shouldn't be forgotten. By using inbound for repeat engagement, you'll not only grow net-new revenue, but also increase expansion revenue from your existing customer base.
Download our Ultimate Guide to Inbound Marketing to learn how to build a successful, optimized strategy.
Goal Setting
Unlike direct tactics such as PPC, it can be hard to calculate your inbound marketing ROI, so it's incredibly important to have clear goals at the start of any inbound program. For B2B companies, especially those with an inside sales team, it's best to calculate your marketing goals by working backward from your revenue goals to determine marketing's responsibilities.
Data from Bizible has shown the primary metric for B2B marketing success today is the number of opportunities sourced. So, even if sourcing opportunities is the end goal, it's important to realize that content marketing and SEO take time to build. One of my favorite illustrations of this is from SEO Moz, highlighting the "Gap of Dissapointment."
gap-of-disappointment
Once you're through that gap, content can provide lasting and compounding returns on your investment in a way that no other marketing channel or tactic can.
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