Posts Tagged ‘B2B marketing roi’

The Rise Of B2B Inbound Marketing

 The Rise Of B2B Inbound Marketing

photo: www.aba-design

The social media and other network are all agog with the discussion centered on B2B inbound marketing. Is B2B inbound marketing all that attractive? Is the hype about the lower cost leading to high quality sales justified? How do inbound and outbound marketing differ from each other when they are compared with each other?

Decline of outbound Marketing

With exploration of the market by electronic media growing by leaps and bounds, the traditional outbound marketing is only to be expected to see a decline. Consumers are not all that naive any more. The tendency these days is to get onto the internet to diligently pick up relevant information about anything they want to buy. They are more or less not impressed by the outbound marketing techniques even if they are genuinely innovative. In short, consumers are wiser than the marketers.

The most perfect example to this, which clearly defines that the concept has seeped into every age group would be of my friend’s grandfather. The family was planning on buying an LED TV. The grandfather was the first to go through the various options within their budget while scrolling through various blogs on his tablet. After spending an hour on analysis he came up with a very strong surety of buying Panasonic tx-l60dt65b LED TV. To be honest, I could not have expected this off a 70 year old man and definitely cements the importance of strategy for every age group as well.

If you thought that they stop at reading about the product in the manufacturer’s website and do not do anything more before buying, you could not be more wrong. They read reviews, even write them, and ask the peers on and offline before making the purchase.

The overkill of email marketing and telemarketing that inundated the cyberspace has produced an averse to things that are being marketed by these methods. Advertising, whether in electronic or print media, are looked at cynically. Is it any wonder that B2B outbound marketing is seeing a slide down?

Enter Inbound Marketing

 The Rise Of B2B Inbound Marketing

photo: beachheadmarketing

If outbound marketing had lost its sheen, it could not be that it would not be replaced by an alternative method of marketing. Inbound marketing had taken its place. Increasingly, outbound marketing does not even get a mention in discussions on marketing. The points that are taken up for consideration talk only of pull marketing and its effectiveness. The ways to deliver the various elements is the next agenda in talks.  Is it any wonder then that hype is perceived here?

The Independence of Buyers

Inbound marketing puts to use the delivery of useful, engaging and valuable information to the target audience. It lets the recipient of the information decide for himself of what to purchase.  The trick works best when the prospect does not feel that he had been deliberately driven to read the ad. A strategically placed ad subtly makes its point to find a favor from the reader. Sales pitch is rather absent and in its place information that looks and feels helpful is put out.

Keeping Privacy Intact

Inbound marketing is utilized to inform as well as build credibility which shall come into the mind of the consumer when he is about to make a purchase. The element of invasion that marks the outbound marketing is not discernible in inbound marketing. The reader immediately feels a relief that his privacy is not being invaded.

Inbound marketing may at times call for a training schedule for the staff that are to be taught the new marketing techniques in place of outbound marketing they were employing till then.

 

 The Rise Of B2B Inbound MarketingAdam Prattler is a consultant for search engine optimization ny and has been working since the last 6 years. With a degree in engineering and a graduation in design, he believes he has the ability to look at from every aspect, be it technology, content or design. You can connect with Adama on LinkedIn, Google Plus, Facebook  and Twitter.

 

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Inbound Marketing for B2B to Replace Old School Marketing Methods

B2B Marketing Inbound Marketing for B2B to Replace Old School Marketing MethodsA new study the MarketingSherpa’s 2012 B2B Marketing Benchmark Report: Research and Insights on Attracting and Converting the Modern B2B Buyers shows that B2B firms still rely on tried-and-true tactics that have driven their lead generation programs in the past.

The study shows that businesses with up to 100 employees are more willing and more active in the use of the new technology opportunities. They actively embrace marketing ways like website optimization, email marketing, paid search – PPC marketing, social media, search engine optimization SEO, marketing automation and virtual events – webinars.

The study also shows that businesses with more than 1000 employees are relying more on trade shows and print advertising. But compared to businesses with up to 100 employees they use less website optimization, email marketing, paid search – PPC marketing, social media and search engine optimization SEO.

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There is nothing wrong to use tactics that work. But it is a failure to not develop those tactics to improve them to be more productive in the today’s technology opportunities.

To reach the today’s B2B buyer you need to be there where they are. It is a proven fact that B2B business can be initiated through personal meetings on a trade shows. Also it is a proven fact that B2B business can be initiated through connections in social media. Now calculate which way is more cost effective!?

The graphic above shows a big difference between the up to hundred employees firms compared to the more than thousand employees firms. This could be that the smaller firms need to be more cost effective with their marketing than the larger ones. And therefore they use any creative way to get in touch with their target audience.

Here is the competitive advantage where small businesses can get market shares from the big ones but for the fraction of their costs.

A recent study from HubSpot shows that: “Companies Relying on Online Lead Generation Are 2X More Profitable [Data]”.

Smaller businesses can increase their online activities through inbound marketing. An MIT Sloan Study found out that inbound marketing has a proven 62% less cost per lead and up to 55% higher lead conversion rates.

Download the study here: ROI of HubSpot: An MIT & Babson Joint Study

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Inbound marketing is the marketing strategy that focuses on getting found by customers when they research online for products and services your business also has to offer.

With inbound marketing businesses earn their way to the customer, by publishing helpful information on a blog, in social media and forums.

Inbound marketing includes Blogging, Social Media, Lead Conversion, Lead Nurturing and Closed-Loop Analysis.

Inbound marketing increases brand reach and recognition, makes a business stand out of their competition and increase your customers and sales.

Increase in Visitors Inbound Marketing for B2B to Replace Old School Marketing Methods

Marketing tip: Small businesses should focus on lead generation online. The best way to attract target buyer persona is to produce, publish, distribute and market content on the web. This can be done through a corporate blog, eBooks, whitepapers, pictures, video, social media conversations, blog commenting, press releases and by building further digital content epitomized outposts like Squidoo.

—What do you think about B2B online lead generation?

 

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