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Wondering how to make your Inbound Marketing Rock? Read This!

Dave Orecchio
by Dave Orecchio on Mar 6, 2014 12:45:00 AM

Digital Marketing inbound marketingThe internet has changed the world from one where information was scarce to one where there is an overabundance of it, which has led to a significant drop in attention spans on any particular company's content.

This change has had a significant impact on the buying process, both in the B2C and B2B arena. Now, buyers are ignoring incoming messages—which they generally don't want to hear—and they're doing their own research.

Unfortunately, many companies operating in the B2B space are still using old-school lead generation techniques. Some still believe that their sales force has to speak to prospects to qualify or educate them, while others still use "interruption" marketing to reach their leads, including sending out email blasts, cold calling, and direct marketing. All these methods assume that the buying process still revolves around companies finding customers, whereas it is now more a matter of being found.

Improve Lead Quality with Inbound Marketing

Inbound marketing is the most effective method to generate highly qualified leads. It might seem too passive an approach for some, but when you consider how the buying process has changed, it's the only way to go.

"Interruption" methods, like sending out a bunch of emails and hoping some of them stick, are exactly the opposite of what today's decision makers want. In fact, it's the perfect way to make sure your message isn't read.

However, by using high quality content to fuel your inbound marketing, you are creating an environment where your prospects can find you and appreciate your contribution to their research. It also qualifies your leads, because only those buyers who are interested in what you have to offer will be consuming your content. This translates into significant savings on customer acquisition costs.

Furthermore, putting out quality content in a variety of formats proves your expertise and offers value before you ever ask for the sale. Remember, inbound marketing is all about offering value first, which will skyrocket your conversion rates and improve the quality of your interaction with prospects.

Draw Them in Like Moths to a Flame

The key to inbound marketing is to understand your customers. They no longer expect you to find them. They want to find you. And this concept should be the driving force behind your inbound marketing strategy.

You have to employ search engine optimization to make sure your site is ranked at the top of search pages, which means having great content that includes the same keywords your prospects would use for their research. Another effective approach to drive traffic to your site is to share your content on the same social media platforms that your prospects use.

Once prospects reach your site, you should offer them content in various formats. People consume content in different ways, which is why you should offer the entire gamut, from onsite articles to downloadable white papers and podcasts to videos.

improve inbound Marketing StrategyYou certainly shouldn't waste the opportunity either. You need to capture the contact information of your prospects so you can establish a relationship with them via email nurturing. Yes, it means sending emails, but it's an entirely different ballgame when the prospect has given you permission to contact them by giving you their info. Just make sure that your emails are content-rich, which means taking an information sharing approach. Additionally, spend as much time writing the email subject line as you do writing the content itself because recipients often use the subject to determine if they open the email. It would be a shame to write a great email that no one opens!


To capture their information, the most effective approach is to offer an incentive. This differs from business to business, but in the technology field, offering a white paper or a case study that educates them about the solution you offer but not specifically referencing your product is a good approach. Also consider a state-of-the-market or market-trend report.

Remember, though, the foundation of Inbound marketing is offering great quality content. If you can do this, then you will find generating leads will not only be easier and more cost-effective, but your bottom line will improve because they will all be pre-qualified leads.

8 steps to attract qualified leads for your business

Bristol Strategy is a full funnel inbound marketing agency and inbound sales agency offering the full complement of services to enable our clients to surpass their business objectives by transforming the way they engage with their buyer on-line.  Reach out to us to learn more about how our experience and capabilities can help your business grow. 

Tags: Inbound Marketing Marketing Strategy

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Dave Orecchio
Written by Dave Orecchio
Dave Orecchio is one of the earliest adopters of Inbound Marketing. As one of Hubspot’s first customers and CEO of a Boston-based startup, he experienced the benefits of this effective digital marketing methodology. Dave now provides Inbound (marketing & Sales) services to businesses to help them grow and realize the positive results that an integrated program can provide. Dave is a high-tech marketing and sales expert with more than 25 years of business experience.
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