Inbound Marketing Pills: Strategic Trends for B2B

This article begins a new series of pills dedicated to inbound marketing, the strategy created in 2009 by the creators of HubSpot, the software with which they gave life to a new approach to digital marketing (and not only).

What has changed in these years? One could say that everything has changed, from purchasing habits to working methods, especially after the pandemic. Today we will focus on europe cell phone number listeffective trends with respect to strategic planning. Find out more!

Evolution of Inbound Marketing: What’s New on StrategiesIn the early days of inbound marketing, strategic planning included a medium-long term project, with approximately 12 months of defined activities, linked to the purchasing process of the company’s target customers.

The spread of digitalization at all levels and the ever-increasing availability of data and tools to analyze them have converted a year into a lifetime in the world of marketing, if we consider the speed with which changes occur in the current context.

One of the characteristics that determine the effectiveness of inbound strategies is the ability to adapt to the new purchasing cycles of agile organizations.

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It is no coincidence that many inbound marketing agencies (including ours) have adopted this methodology for some time, on the one hand to improve their own efficiency, on the other to meet the needs of customers.

At the strategic planning level, the agile approach to marketing involves effective internal collaboration to get the most value from activities, analyzing results at least every 30 days and trying to improve performance through the introduction of new elements.

The Essentials of Inbound Digital Marketing StrategyThis series of articles is structured in pills, so we will not dwell too long on the strategic elements of an inbound marketing campaign; however, you will find links to in-depth pages, in case a topic is not clear to you or you want to know more.

Buyer persona

We are talking about the preliminary step to any marketing strategy : the definition of ideal customers, or buyer personas.

The profile of the target users must be as clear and detailed as possible, to ensure that all subsequent elements are focused and aligned with the objective.

inbound marketing

Working on buyer personas is essential for:Identify the online behavior of customers and prospects

make sure you are present with your company content on your preferred channels

provide answers to their questions

Storytelling

Starting from the definition of the pain, the challenges that target customers can overcome thanks to the solutions proposed by the company, the inbound approach involves the creation of a real storytelling that clearly communicates the support offered and has a strong emotional impact on the user.

The story serves to make people identify with the company and to generate a bond with it based on trust, which can then be cultivated in the subsequent phases of the purchasing process.

To be unique and therefore remain imprinted in the minds of prospects, the story must be authentic.

Integration

One of the truly innovative aspects of inbound marketing is the possibility of orienting all digital activities to this effective approach. Indeed, it is precisely the integration of channels, campaigns and strategies that represents an added value for companies that choose inbound.

Inbound marketingWhen every effort is aimed at generating traffic, leads and new business opportunities, the chances of achieving the desired results increase, because different departments of the company are working towards a single common goal: increasing revenue.

To ensure that everyone is going in the right direction, data analysis is essential and must be performed regularly. Inbound marketing relies on continuous optimization to be effective.

Budget

The last topic, certainly not in order of importance, is the one concerning the definition of investments to be dedicated to the inbound strategy. The available budget — including internal or external resources, if you choose to collaborate with a specialized agency — must be commensurate with the expectations in terms of performance.

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