Inbound Marketing for B2B: How to attract leads and generate demand on digital channels?
Posted: Sun Dec 22, 2024 6:27 am
To win clients or generate new business in B2B companies, we have two options: Attract leads to us (inbound methodology) or “go out” to look for prospects to identify opportunities (outbound).
How to attract potential new customers
Attraction marketing, or inbound marketing, leverages digital channels to generate attractive campaigns that capture IQL (Information Qualified Leads).
It is about obtaining at least the name, email and company of those prospects who are looking for information related to our field or sector and who came to us through an organic or sponsored publication on social networks, blogs, landing pages, search engine results, etc. What do they want in exchange for their data? Very valuable information that answers their concerns.
These leads usually enter the discovery phase of the sales funnel: they are people who are doing some research on Google, YouTube, LinkedIn... and then consider which options best solve their needs or pain points (next stage of the funnel) to finally decide.
At this discovery stage, that person who came to download our ebook and left their details is an IQL: A contact who could become a potential lead. (Note, Marketing: this is not yet an opportunity for the Sales department, we must nurture and qualify it first).
As our contact evolves and gives us more information, we can consider it an MQL (Marketing Qualified Lead) that reads our content, opens our emails and interacts with us, giving us, little by little, more information about their situation, until we can identify if it is an SQL, that is, a lead qualified for sale (a tangible opportunity for the Sales area).
B2B Inbound Marketing
In this methodology, it is the user who has control over which words they use in the search engine to find us, what type of information they prefer to consume, what ideas they want to know more about... It is up to us to mobile phone saudi arabia mobile number directory prepare our content and our platforms or digital assets very well to respond to those needs that our buyer personas express.
We can't push a user into the decision phase when they're not ready to do so!
Inbound Marketing in B2B Consultative Sales: Step by Step
In consultative sales, it is very rare that we receive a lead in a decision state through digital channels (these are usually few, some will call by phone and many others will contact us directly by email, because someone recommended them to us).
What is very common is that leads arrive through digital channels in the discovery phase, and that is where we tend to make a mistake: we start sending commercial messages to those who have just downloaded an ebook or participated in a webinar, treating them as if they were interested in purchasing a product or service, when perhaps they don't even know exactly what they are looking for.
How to attract potential new customers
Attraction marketing, or inbound marketing, leverages digital channels to generate attractive campaigns that capture IQL (Information Qualified Leads).
It is about obtaining at least the name, email and company of those prospects who are looking for information related to our field or sector and who came to us through an organic or sponsored publication on social networks, blogs, landing pages, search engine results, etc. What do they want in exchange for their data? Very valuable information that answers their concerns.
These leads usually enter the discovery phase of the sales funnel: they are people who are doing some research on Google, YouTube, LinkedIn... and then consider which options best solve their needs or pain points (next stage of the funnel) to finally decide.
At this discovery stage, that person who came to download our ebook and left their details is an IQL: A contact who could become a potential lead. (Note, Marketing: this is not yet an opportunity for the Sales department, we must nurture and qualify it first).
As our contact evolves and gives us more information, we can consider it an MQL (Marketing Qualified Lead) that reads our content, opens our emails and interacts with us, giving us, little by little, more information about their situation, until we can identify if it is an SQL, that is, a lead qualified for sale (a tangible opportunity for the Sales area).
B2B Inbound Marketing
In this methodology, it is the user who has control over which words they use in the search engine to find us, what type of information they prefer to consume, what ideas they want to know more about... It is up to us to mobile phone saudi arabia mobile number directory prepare our content and our platforms or digital assets very well to respond to those needs that our buyer personas express.
We can't push a user into the decision phase when they're not ready to do so!
Inbound Marketing in B2B Consultative Sales: Step by Step
In consultative sales, it is very rare that we receive a lead in a decision state through digital channels (these are usually few, some will call by phone and many others will contact us directly by email, because someone recommended them to us).
What is very common is that leads arrive through digital channels in the discovery phase, and that is where we tend to make a mistake: we start sending commercial messages to those who have just downloaded an ebook or participated in a webinar, treating them as if they were interested in purchasing a product or service, when perhaps they don't even know exactly what they are looking for.