What is Inbound Marketing?
The Power Of Self-Research and Inbound Marketing
Just as we do now in our own private lives, B2B buyers go online first to do their research, backed-up with referrals and recommendations from colleagues and fellow professionals.
These changes in buyer behaviour mean that companies now need to adjust their approach or risk being left behind.
People have become immune to the noise and bluster of traditional sales and marketing.
The inbound methodology attracts an audience and grows attention organically. Website traffic comes using educational content that attracts visitors actively searching for help.
At Kennedy Group AB we are experts in HubSpot, our #1 system for consolidating inbound marketing and sales activity.
Put yourself in your customer’s shoes.
Inbound vs Outbound Marketing – what’s the difference?
Marketing has one goal, to reach an audience when there is an opportunity to influence the buyer’s purchase decision.
Marketing need to identify and influence these “moments of truth”, or touch points, when a buyer is most susceptible.
Inbound marketing goes against the traditional marketing methods of trying to be the loudest in a noisy marketplace. There is often a mis-match between how sellers communicate and how buyers seek information.
The relationship between buyer and seller continues to rapidly change driven by the Internet. Today the connected customer has far greater power in the sales process and is no longer listening to the same message.
Failing to shift how you attract and engage with buyers means your messages will be filtered out and ignored. To reach your target audience you need to connect and educate rather than just sell.
Sales continue to struggle to reach new qualified customers and generate leads. The more aggressive the sales pitch, the more likely you are to have a contact walk away.
Understanding buyer’s attitudes, motivations and digital behaviour is crucial in creating a road map for success.
Digital has reshaped the buying process and is placing a strain on the traditional outbound marketing tactics and sales strategies. The reality is that a sales prospect will find you when they’re good and ready. It does not matter how much effort you put into chasing them.
Outbound or traditional marketing involves distributing your marketing message, at a time that may not be relevant to your audience. By pushing a “one way” message out you have no chance to listen to the customer.
So, to succeed, the goal is to turn upside down the traditional approach.
Inbound marketing is about the customer qualifying you the supplier, building authority through endorsements and referrals. This is all about you the supplier showing that you can be trusted.
So, talk about the problem. Using your resources in this way means when you do get to meet with customers you’ll know they are interested.
Inbound marketing services that we offer
Workshops & planning sessions
Goal setting, marketing strategy, content planning, market research, implementation planning, audit and analysis, buyer personas, buying journey, customer mapping
Marketing automation & CRM
Strategy, implementation, optimisation, ongoing management, support, analysis, copy writing, CRM set-up, database marketing
HubSpot & Inbound consulting
HubSpot on-boarding, inbound marketing, marketing automation, social selling, HubSpot account management, Google Analytics, Google Ads etc.
Search Engine Optimisation
On-site SEO, Off-site SEO, keyword analysis, optimisation, reporting and monitoring, competitor sets
Content production
Copywriting, marketing collateral, websites, blog posts, e-guides, market research, interviews, case studies, webinars, content gap analysis, etc.
Social Media
Strategy, account management, content production, advertising, administration
Inbound sales
Sales enablement, data entry, lead scoring, customer segmentation
Let us know how we can help you on your inbound marketing journey. Whether that be to start a discussion around your needs or how to help you reach your revenue goals.