{"id":8529,"date":"2020-09-16T09:29:00","date_gmt":"2020-09-16T08:29:00","guid":{"rendered":"https:\/\/gotoclient.com\/?page_id=8529"},"modified":"2025-07-24T12:49:35","modified_gmt":"2025-07-24T11:49:35","slug":"the-b2b-inbound-marketing-definitive-guide","status":"publish","type":"page","link":"https:\/\/gotoclient.com\/en\/guides\/the-b2b-inbound-marketing-definitive-guide\/","title":{"rendered":"The B2B Inbound marketing definitive guide 2025"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h1 class=\"wp-block-heading\" id=\"h-the-b2b-inbound-marketing-definitive-guide-2023\"><strong>The B2B Inbound marketing definitive guide<\/strong> <strong>2025<\/strong><\/h1>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><a href=\"https:\/\/landingpages.gotoclient.com\/the-b2b-inbound-marketing-definitive-guide\" class=\"block-button\" target=\"_blank\">\n    Download the PDF document<\/a>\n<style type=\"text\/css\">\n    #button-block_6a2122c692659c21d38fb7e38af3c31d {\n        background: ;\n        color: ;\n    }\n<\/style>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:140px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Welcome to our 2023 <strong>definitive guide to B2B Inbound marketing. <\/strong>For more than ten years<strong>, Gotoclient has delivered marketing campaigns <\/strong>for clients across a multitude of industries. We\u2019re delighted to share some of our experience with you.<\/p>\n\n\n\n<p><strong><strong>Inbound marketing programs are becoming increasingly popular<\/strong> for several reasons. First, it is a <strong>cost-effective strategy<\/strong> in comparison to outbound marketing. Secondly, it enables your potential customers to become aware of your offerings when they are looking for help with a particular problem, and thus <strong>increases authority and brand awareness.<\/strong>. Finally, it <strong>increases credibility and trust<\/strong>, because it is underpinned by good-quality content<strong>.<\/strong><\/strong><\/p>\n\n\n\n<p>We have created an <strong>advanced guide<\/strong> to give you all you need to successfully <strong>launch and manage B2B Inbound marketing campaigns that work<\/strong>. If you would like something more basic, we recommend <strong><a href=\"https:\/\/www.hubspot.com\/interactive-guide-to-inbound-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">HubSpot&#8217;s guide<\/a><\/strong> or <a href=\"https:\/\/www.avidlyagency.com\/en-gb\/what-can-you-expect-from-a-year-in-inbound\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Avidly agency&#8217;s guide<\/strong><\/a>.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:59px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Why this guide?<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Attract, convert, close and delight B2B qualified clients.<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Find useful information on how to build a qualified B2B Inbound marketing strategy<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>According to <a href=\"https:\/\/blog.hubspot.com\/marketing\/13-spooky-stats-to-scare-your-boss-into-better-marketing?__hstc=191390709.6a80ac9d2655aec8d7c25138b0e1071b.1519748756337.1519748756337.1519748756337.1&amp;__hssc=191390709.2.1519748756339&amp;__hsfp=2615672646\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>HubSpot,<\/strong><\/a> prospects spend <strong>50% of their time online engaging with custom content, and <\/strong><a href=\"https:\/\/www.gartner.com\/en\/sales\/insights\/b2b-buying-journey\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>Gartner states<\/em><\/strong><\/a><strong> that B2B buyers spend 27% of their time researching online, 18% researching offline, and 17% meeting with buyer groups . <\/strong>This confirms that it is essential to <strong>build an effective inbound marketing strategy<\/strong> considering the entirety of the buyer journey and also to attract prospects to your content.<\/p>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Here&#8217;s what to expect from this guide:<\/p>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>High-quality information<\/strong> about B2B Inbound marketing.<\/li>\n\n\n\n<li>\u00b7 <strong>Essential tips and tricks <\/strong>to build an optimal B2B Inbound marketing strategy.<\/li>\n\n\n\n<li>\u00b7 <strong>Free available templates<\/strong> to create effective strategies.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1\"><strong>1. <strong>The basics of Inbound. Specifics for B2B inbound marketing.<\/strong>&nbsp;<br><\/strong><\/h3>\n\n\n\n<p>To start things off, let&#8217;s first understand the basics of <strong>inbound marketing strategy<\/strong>. Inbound marketing is an increasingly useful strategy that <strong>generates new leads by attracting, engaging and delighting them with valuable content.<\/strong> While <strong>outbound marketing delivers content that your audience doesn&#8217;t always want<\/strong>, <strong>inbound marketing,<\/strong> provides <strong>content that your target audience definitely needs.<\/strong><\/p>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The <strong>concept of inbound marketing<\/strong> was <strong>born in 2005<\/strong> by <a href=\"https:\/\/www.youtube.com\/watch?v=tDT1co-3TTU\"><strong>HubSpot&#8217;s co-founder and CEO<\/strong><\/a>, Brian Halligan. It began to <strong>be well-known in 2007<\/strong>, but <strong>in 2012<\/strong> the inbound marketing concept really <strong>started to grow. <\/strong>Here are some interesting stats:<\/p>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 According to <a href=\"https:\/\/www.linkedin.com\/pulse\/power-putting-customer-first-peter-malek\/\"><strong>New Voice Media<\/strong>,<\/a> <strong>51% of clients will never do business with companies after a negative experience.<\/strong><\/li>\n\n\n\n<li>\u00b7 Also, <a href=\"https:\/\/cdn2.hubspot.net\/hubfs\/137828\/Certification_Files\/Inbound%20Certification%20(IC)\/InboundCertification_Fundamentals_deck.pdf\"><strong>HubSpot<\/strong><\/a><strong> <\/strong>confirms <strong>93% of consumers said they are more likely to give repeat-business to companies who have previously given them reliable service.<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><\/li>\n<\/ul>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In 2018, Brian Halligan introduced the <a href=\"https:\/\/www.hubspot.com\/flywheel\"><strong>Flywheel<\/strong><\/a>concept, where the key <strong>change<\/strong> comes at the <strong>end of the buyer journey<\/strong>. Rather than dispensing with customers once they reach the bottom of the funnel, they <strong>form a fundamental part <\/strong>of the next phase of growth. The <strong>main idea of the Flywheel<\/strong> is that <strong>happy clients create more customers<\/strong>, so there is particular emphasis on the <strong>third part of the Flywheel,<\/strong> the <strong>delight.<\/strong><\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"382\" height=\"331\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/inbound-gotoclient-1.png\" alt=\"Inbound Marketing B2B definitive guide\" class=\"wp-image-8577\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/inbound-gotoclient-1.png 382w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/inbound-gotoclient-1-250x217.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/inbound-gotoclient-1-120x104.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/inbound-gotoclient-1-372x322.png 372w\" sizes=\"auto, (max-width: 382px) 100vw, 382px\" \/><figcaption class=\"wp-element-caption\"><strong><em>Source:&nbsp;<\/em><\/strong><a href=\"https:\/\/www.hubspot.com\/flywheel\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>HubSpot<\/em><\/strong><\/a>&nbsp;<\/figcaption><\/figure><\/div>\n\n\n<div style=\"height:61px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>We\u2019re now going to dig deeper into the <strong>three flywheel concepts<\/strong>:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Attract:<\/strong>&nbsp;Here, the idea is to provide&nbsp;<strong>valuable and educational content<\/strong>&nbsp;in order to&nbsp;<strong>establish you as a trusted company.<\/strong> Users spend a lot of time researching on Google to find relevant information related to their needs. According to <a href=\"http:\/\/www.executiveboard.com\/exbd-resources\/content\/digital-evolution\/index.html\"><strong>Gartner\u2019s report<\/strong><\/a>, <strong>between&nbsp;57%&nbsp;and&nbsp;68%&nbsp;of the buying cycle on their own&nbsp;<em>without<\/em>&nbsp;talking to anyone in your company<\/strong>. This means that usually when generating leads, they are located at the consideration or decision phase.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Engage:&nbsp;<\/strong>In engage stage, the content is more focused on&nbsp;<strong>offering solutions<\/strong>&nbsp;according to&nbsp;<strong>your target audience pain points, needs and goals.<\/strong> You have to get users to trust you and your content.&nbsp;<br><\/li>\n\n\n\n<li>\u00b7 <strong>Delight:&nbsp;<\/strong>Finally, when you get new clients, you must&nbsp;<strong>offer help and support<\/strong>&nbsp;to let them&nbsp;<strong>succeed with their purchase.<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>With inbound marketing strategies, it\u2019s also worth considering the <strong>AIDA model<\/strong>, which is comprised by the following stages:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Awareness: <\/strong>At this stage, users are aware they have a problem to solve.<\/li>\n\n\n\n<li><strong>\u00b7 Investigation: <\/strong>Users do research to find solutions to their problems.<\/li>\n\n\n\n<li>\u00b7 <strong>Decision: <\/strong>Having found solutions, they decide which is best.<\/li>\n\n\n\n<li><strong>\u00b7 Action: <\/strong>Finally, users take the action.<\/li>\n<\/ul>\n\n\n\n<p>The main <strong>difference between the AIDA and Flywheel models<\/strong> is that the <strong>marketing department in AIDA is focused on the awareness, investigation and decision stages<\/strong>. The <strong>sales team targets<\/strong> users to <strong>take action<\/strong>. The <strong>flywheel on the other hand, <\/strong>is <strong>not only focused on generating new customers<\/strong>, but it also wants to <strong>keep them<\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To conclude this first section, let&#8217;s see some of <a href=\"https:\/\/cdn2.hubspot.net\/hubfs\/137828\/Certification_Files\/Inbound%20Certification%20(IC)\/InboundCertification_Fundamentals_deck.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>HubSpot<\/strong><\/a><strong>\u2019s<\/strong> inbound fundamentals:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Think about this:<strong> To do inbound, you need to be inbound.<\/strong><\/li>\n\n\n\n<li>\u00b7 Remember, <strong>buyers have the power<\/strong>. They are empowered and have more information about your product, industry and competition.<\/li>\n\n\n\n<li><strong>\u00b7 Help your customers<\/strong>.<\/li>\n\n\n\n<li><strong>\u00b7 Grow better<\/strong> over the <strong>long-term<\/strong> when you offer <strong>content good-for-the-client<\/strong>.<\/li>\n\n\n\n<li><strong>\u00b7 Empower your prospects <\/strong>rather than forcing them into interruptive experiences.<\/li>\n\n\n\n<li><strong>\u00b7 Create an experience to add value for your prospects.<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Answer your prospect and clients questions<\/strong> with helpful content.<\/li>\n\n\n\n<li><strong>\u00b7 Provide solutions and insight.<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Become a resource.<\/strong><\/li>\n\n\n\n<li>\u00b7 Make <strong>content easily understandable.<\/strong><\/li>\n\n\n\n<li>\u00b7 Make sure you <strong>understand what motivates your prospects and customers.<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Find opportunities<\/strong> to provide additional insight or information\u2014Standardise<strong> for consistency.<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Contextualise for relevance. Optimise for clarity. Personalise for impact. Empathise for perspective.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-building-your-buyer-personas\"><strong>2. <strong>Building your Buyer Personas<\/strong>&nbsp;<br><\/strong><\/h3>\n\n\n\n<p>For a B2B Inbound marketing strategy, first, you must build the Buyer Persona. This will enable you to focus on qualified users and deliver relevant content to them. Consequently, you will be able to get high-value visitors, leads and, finally, clients.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"795\" height=\"452\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/inbound-gotoclient-2.png\" alt=\"Inbound Marketing B2B definitive guide\" class=\"wp-image-8583\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/inbound-gotoclient-2.png 795w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/inbound-gotoclient-2-250x142.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/inbound-gotoclient-2-700x398.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/inbound-gotoclient-2-768x437.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/inbound-gotoclient-2-730x415.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/inbound-gotoclient-2-120x68.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/inbound-gotoclient-2-372x212.png 372w\" sizes=\"auto, (max-width: 795px) 100vw, 795px\" \/><\/figure><\/div>\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The first thing you have to do to build the Buyer Persona is to <strong>get key information about your customers. <\/strong>To do that, you can do the following:<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Look at your existing <strong>contacts database <\/strong>to fully understand what kind of clients and prospects you have.<\/li>\n\n\n\n<li><strong>\u00b7 Check your website forms<\/strong> and <strong>create new forms<\/strong> with questions you have never asked before (for example, the company size).<\/li>\n\n\n\n<li><strong>\u00b7 Talk with salespeople<\/strong> and ask for <strong>their feedback on the new leads generated<\/strong>.<\/li>\n\n\n\n<li><strong>\u00b7 Ask your clients&#8217;<\/strong> <strong>opinion<\/strong> <strong>on your product or service<\/strong>, and also if they could improve any specific aspect of your product \/ service.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>After collecting the information, it&#8217;s time to <strong>organise it and identify commonalities<\/strong>. At this point, we recommend <strong>sharing this information with your marketing and sales team<\/strong> to get any <strong>additional feedback<\/strong>. When the information is organised, you can start building the Buyer Personas.<\/p>\n\n\n\n<div style=\"height:44px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"821\" height=\"412\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-3.png\" alt=\"\" class=\"wp-image-8587\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-3.png 821w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-3-250x125.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-3-700x351.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-3-768x385.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-3-730x366.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-3-120x60.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-3-372x187.png 372w\" sizes=\"auto, (max-width: 821px) 100vw, 821px\" \/><\/figure><\/div>\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>Collect as much information as possible from your contacts database, <\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>your current website forms and create new ones to gather the information you need.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Your Buyer Persona should contain the following information:<\/p>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Demographics: <\/strong>Gender, age, location and family situation.<\/li>\n\n\n\n<li><strong>\u00b7 Business background: <\/strong>Job position and career.<\/li>\n\n\n\n<li><strong>\u00b7 Key values and goals<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Needs<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Pain points<\/strong><\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>See below for our buyer persona template:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Both <strong>Buyer Personas<\/strong> are <strong>structured in the same way<\/strong>. In the <strong>first example<\/strong>, the sample is focused on a <strong>senior account manager<\/strong> working in the <strong>marketing department<\/strong> of a <strong>pharmaceutical company<\/strong>. The <strong>second example <\/strong>is a woman working as an <strong>IT specialist<\/strong>. In <strong>both cases, the following information is collated<\/strong>:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Demographics:<\/strong> They talk about their age, if they&#8217;re married or not and where they live.<\/li>\n\n\n\n<li>\u00b7 <strong>Key values and goals:<\/strong> Here, it&#8217;s explained what they want to achieve and what kind of information or solutions they need.<\/li>\n\n\n\n<li>\u00b7 <strong>Needs:<\/strong> Both cases show what they need to achieve in their careers.<\/li>\n\n\n\n<li><strong>\u00b7 Business background:<\/strong> Their job role, how long they have been in the company and how many years of experience they have in their industry.<\/li>\n\n\n\n<li><strong>\u00b7 Pain points:<\/strong> Finally, we summarise their concerns and which goals they believe are out of reach.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"718\" height=\"372\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-4.png\" alt=\"\" class=\"wp-image-8591\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-4.png 718w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-4-250x130.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-4-700x363.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-4-120x62.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-4-372x193.png 372w\" sizes=\"auto, (max-width: 718px) 100vw, 718px\" \/><\/figure><\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"374\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-5.png\" alt=\"\" class=\"wp-image-8595\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-5.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-5-250x128.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-5-700x359.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-5-120x61.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-5-372x191.png 372w\" sizes=\"auto, (max-width: 730px) 100vw, 730px\" \/><\/figure><\/div>\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em>Buyer Persona information needed:<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Demographics, business background, key values and goals, needs and pain points.<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>After developing the Buyer Persona, you will know which pain points your target audience has. When understanding these pain points, you will then be able to define the Buyer-Persona goals.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p id=\"3\">Then you can determine which product or service aligns best with the pain points so you can deliver the positioning strategy and offer.<\/p>\n\n\n\n<div style=\"height:82px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-buyer-journey-development\"><strong>3. <strong>Buyer journey development<\/strong>&nbsp;<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Building the <strong>Buyer Persona<\/strong> is <strong>essential to get an in-depth<\/strong> picture of<strong> your target audience<\/strong>. It\u2019s also crucial to <strong>develop the buyer journey<\/strong> to know <strong>which stage your prospects are located<\/strong> in order to deliver the <strong>appropriate content. <\/strong>Now, we&#8217;re going to <strong>classify stage of the funnel:<\/strong><\/p>\n\n\n\n<div style=\"height:81px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"buzzsprout-player-9233421\"><\/div><script src=\"https:\/\/www.buzzsprout.com\/1821420\/9233421-marketing-and-sales-alignment-with-dacia-coffey.js?container_id=buzzsprout-player-9233421&amp;player=small\" type=\"text\/javascript\" charset=\"utf-8\"><\/script>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\" id=\"h-podcast-aligning-marketing-and-sales-is-critical-to-achieving-the-company-s-desired-results-listen-now-to-our-podcast-about-how-to-implement-and-effective-smarketing-with-dacia-coffey\">[Podcast] Aligning marketing and sales is critical to achieving the company&#8217;s desired results. Listen now to our podcast about how to implement and effective smarketing with Dacia Coffey.<\/h2>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:81px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:63px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-top-of-the-funnel-or-tofu\">Top of the Funnel or TOFU&nbsp;<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Also known as <strong>awareness.<\/strong> In this stage, you&#8217;re looking to <em>attract <\/em>your target audience with your content. <strong>Users have realised they have a problem to solve and so they want to learn more about it<\/strong>. Here, you need to <strong>create content to educate <\/strong>your target audience related to a <strong>specific question, need or pain point<\/strong> they&#8217;re looking for help with, but <strong>without a sales <\/strong>CTA.<\/p>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-middle-of-the-funnel-or-mofu\">Middle of the Funnel or MOFU<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>During the <strong>MOFU or consideration stage<\/strong>, they are <strong>more focused on finding out about the solution<\/strong>. Users are looking for concrete <strong>alternatives to solve the problem<\/strong>. As a result, the content must be educational but at the same time, <strong>position your company as the solution<\/strong>. The MOFU stage is designed to <strong><em>convert<\/em><\/strong>. In addition, the content must be <strong>more in-depth and more detailed<\/strong> compared with content in the TOFU stage.<\/p>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-bottom-of-the-funnel-or-bofu\">Bottom of the Funnel or BOFU<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The decision stage is the time to <strong><em>delight<\/em><\/strong>. It is comprised of <strong>users who know they need a solution. <\/strong>At this point, you need to <strong>give a more customised and engaging offer<\/strong> in order to increase the opportunities for a transaction and long-term relationship.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\" id=\"4\"><img loading=\"lazy\" decoding=\"async\" width=\"753\" height=\"371\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-6.png\" alt=\"Inbound Marketing B2B definitive guide\" class=\"wp-image-8599\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-6.png 753w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-6-250x123.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-6-700x345.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-6-730x360.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-6-120x59.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Inbound-Gotoclient-6-372x183.png 372w\" sizes=\"auto, (max-width: 753px) 100vw, 753px\" \/><\/figure><\/div>\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Buyer journey strategies&nbsp;<\/strong><\/h3>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe loading=\"lazy\" class=\"lazy-loaded\" width=\"560\" height=\"315\" data-lazy-type=\"iframe\" data-src=\"https:\/\/www.youtube.com\/embed\/igH2DUR73MQ\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" src=\"https:\/\/www.youtube.com\/embed\/igH2DUR73MQ\" style=\"\n    height: 316px;\n\"><\/iframe>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>After defining each buyer journey,&nbsp;let&#8217;s&nbsp;see which&nbsp;<strong>strategies<\/strong>&nbsp;you should&nbsp;take into account&nbsp;to&nbsp;<strong>generate new leads&nbsp;<\/strong>and&nbsp;<strong>engage your&nbsp;prospects&nbsp;to&nbsp;convert them into new customers<\/strong>.&nbsp;Depending on the&nbsp;<strong>dedication in each channel<\/strong>,&nbsp;you&#8217;ll&nbsp;achieve&nbsp;<strong>specific goals.<\/strong>&nbsp;For example, if you&nbsp;<strong>focus your efforts in marketing automation<\/strong>,&nbsp;you probably will&nbsp;<strong>convert your prospects into clients<\/strong>,&nbsp;but you&nbsp;<strong>won&#8217;t&nbsp;be getting new&nbsp;ones.&nbsp;<\/strong>Otherwise, if you only&nbsp;invest time distributing and promoting your content, you only will obtain&nbsp;new leads.&nbsp;In addition, you can find opportunities with your website visitors. If you need a tool to help you to track your website visitors, you can check the <a href=\"https:\/\/seoliving.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>VisitorQueue<\/strong><\/a> page. It offers <strong>many options to support your strategies.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>An optimal <strong>branding strategy<\/strong> will help with your inbound marketing. The branding allows companies to increase the loyalty of current customers. As a result, this will have a positive impact in the revenue.<\/p>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-email-marketing\">Email marketing&nbsp;<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This strategy allows you to <strong>share and recommend new blog posts, content or offers<\/strong> to your <strong>prospects,<\/strong> and <strong>develop an automated workflow strategy<\/strong>. Sending <strong>targeted content to your prospects<\/strong> helps them to <strong>progress through the buyer journey<\/strong>. Let&#8217;s see some <strong>statistics <\/strong>about email marketing:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 According to the <strong>Content Marketing Institute<\/strong>, <a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2021\/10\/B2B_2022_Research.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>69% of B2B marketers<\/strong><\/a> say their <strong>most used form <\/strong>of content marketing is <strong>email newsletters.<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 The Content Marketing Institute<\/strong> also states <a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2019\/10\/2020_B2B_Research_Final.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>68% of B2B marketers<\/strong><\/a> say<strong> email is one of their top free organic distribution channels. <\/strong>They also confirm <a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2019\/10\/2020_B2B_Research_Final.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>90% of content marketers<\/strong><\/a> say <strong>email engagement<\/strong> is the <strong>top metric<\/strong> they <strong>track to measure content performance.<\/strong><\/li>\n\n\n\n<li>\u00b7 Finally, <strong>Email Tool Tester <\/strong>confirms <a href=\"https:\/\/www.emailtooltester.com\/en\/email-deliverability-test\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>16% of all emails<\/strong><\/a> never make it into the intended inbox.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-content-creation\"><strong>Content creation<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For B2B inbound marketing strategies, <strong>developing content is essential<\/strong>. <strong>The more content you create, the more value you will provide<\/strong>. It also helps to increase your <strong>company awareness and recognition<\/strong>, as you prove <strong>you\u2019re an expert on a particular subject matter.<\/strong><\/p>\n\n\n\n<p>It\u2019s important to <strong>write content based on the entirety of the buyer journey<\/strong>, from the TOFU to the BOFU stage, to provide all the information your audience needs. To do this, we recommend <strong>creating a content plan<\/strong> to schedule your posts. You can also <strong>attach other content like eBooks, guides, infographics<\/strong>, etc., to convert those visitors into new leads. For the <strong>downloadable content<\/strong>, you need to create <strong>attractive landing pages<\/strong>, with only the <strong>necessary fields. <\/strong>The landing page has to <strong>demonstrate the benefit of downloading the content.<\/strong> It\u2019s also <strong>essential to introduce a thank-you page<\/strong> once somebody has completed the form. In the thank-you page, you can <strong>also add additional content related to the offer.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To understand which content you need to provide, you can ask yourself the following questions:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Do they prefer text, video or audio?<\/li>\n\n\n\n<li>\u00b7 Do they want to receive short or long-form content?<\/li>\n\n\n\n<li>\u00b7 Do they use social media?<\/li>\n\n\n\n<li>\u00b7 Which social networks do they use?<\/li>\n\n\n\n<li>\u00b7 Which tone of voice is best to engage them?<\/li>\n\n\n\n<li>\u00b7 Do they want interactive tools?<\/li>\n\n\n\n<li>\u00b7 Do they need to speak to your company directly?<\/li>\n<\/ul>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-content-distribution\">Content distribution<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It&#8217;s important to not focus solely on <strong>content creation<\/strong>, because you must also make sure your content reaches your target audience.<\/p>\n\n\n\n<p>You need to think about <strong>which tools you need to distribute your content<\/strong>, i.e. <strong>social media, email<\/strong>, among others. Here, you can also consider <strong>collaborating with other companies to get them to share your links<\/strong>. Be careful which <strong>companies you want to collaborate with<\/strong> (i.e. it\u2019s best to avoid contacting businesses working in the same industry as yours).<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It\u2019s a great way to <strong>update your CRM with new posts, offers<\/strong>, etc. via newsletters. Make sure you <strong>give valuable content<\/strong>, otherwise people will unsubscribe from your emails.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>With <strong>social media<\/strong>, it\u2019s important to <strong>develop a strategy<\/strong> with the <strong>content you want to share<\/strong>. Also, after posting the content, <strong>check the analytics to see which type of information users engage with<\/strong>. Via social media, you can also <strong>send messages <\/strong>directly to members that showed interest in your profile., <strong>commented on publications<\/strong> from other accounts and so on.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>You can also use <strong>paid ads<\/strong> to promote your content. In this scenario, we recommend <strong>developing campaigns on LinkedIn Ads<\/strong>. If you&#8217;re interested to learn more about how to launch effective campaigns on LinkedIn Ads, you can read our <a href=\"https:\/\/gotoclient.com\/en\/guides\/the-linkedin-ads-definitive-guide\/\"><strong>definitive guide<\/strong><\/a><strong>. <\/strong>In addition, tools like <strong>Google Ads or Xing Ads<\/strong> could also be good options.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-lead-nurturing-marketing-automation\">Lead nurturing &amp; marketing automation<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>According to HubSpot,&nbsp;<a href=\"https:\/\/www.hubspot.com\/marketing-statistics?__hstc=144543722.3e780687f5ed56070be6e888c2ec6323.1607353130539.1607363223005.1608031597085.3&amp;__hssc=144543722.1.1608031597085&amp;__hsfp=1258933052\" target=\"_blank\" rel=\"noreferrer noopener\">67% of marketeers are using automation<\/a>. In addition, 70% of companies that automate report better-targeted potential customer communication.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Marketing automation aims to <strong>convert qualified leads to new potential clients<\/strong>. This strategy <strong>replaces the cold call<\/strong> with customised, relevant content. Lead nurturing through marketing automation allows you to nurture a lead with the right content and messaging at the right time.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>However, in the guide, there&#8217;s a section where we talk in detail about <strong>marketing automation<\/strong>. If you prefer you can <strong>read it now<\/strong>.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-search-engine-optimisation-seo\">Search&nbsp;Engine&nbsp;Optimisation&nbsp;(SEO)&nbsp;<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Creating <strong>blog posts and advanced content must be accompanied by an SEO strategy<\/strong>, as the content <strong>won&#8217;t be found<\/strong> <strong>organically<\/strong>. In fact, <strong>SEO is integral to every part of an inbound marketing strategy. A qualified keyword strategy<\/strong> will enable your <strong>target audience to find your company. <\/strong>The SEO strategy also adds <strong>authority<\/strong> to your website and for <strong>B2B users is essential for the decision-making process. <\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p id=\"5\">In order to find the best keywords, we recommend using tools like <a href=\"https:\/\/www.semrush.com\/\"><strong>SEMrush<\/strong><\/a> or <a href=\"https:\/\/ads.google.com\/home\/tools\/keyword-planner\/\"><strong>Google Keyword Planner<\/strong><\/a>, to find the most-used keywords with relevant metrics.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p id=\"5\">When starting the inbound marketing strategy, we recommend <strong>starting by generating content to increase web traffic<\/strong>. In addition, it\u2019s advisable to <strong>launch paid campaigns to get more traffic faster.<\/strong><\/p>\n\n\n\n<div style=\"height:86px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-key-offers-for-each-funnel-stage\"><strong>5. <strong>Key offers for each funnel stage<\/strong><\/strong><\/h3>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The offering is another <strong>key factor in obtaining B2B qualified leads and prospects<\/strong>. To provide the best offers, you should <strong>separate them into the different stages of the funnel<\/strong>. These are the appropriate offers for each stage:<\/p>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-top-of-the-funnel-or-tofu-1\">Top of the Funnel or TOFU&nbsp;<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-blog-posts\"><strong><strong>Blog posts<\/strong><\/strong><\/h4>\n\n\n\n<p>Blogs are a good way to educate your target audience. Even though this strategy is generally more focused on the TOFU stage, it works at all stages.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Build a content plan: <\/strong>It&#8217;s essential to create a content plan to determine which content you are going to develop and when. Thus, you will <strong>avoid focusing on a specific topic<\/strong> and publish relevant content about the topic that is interesting to your target audience.<\/li>\n\n\n\n<li>\u00b7 <strong>Share the content more than once: <\/strong>If you don&#8217;t promote your blog posts on other platforms, some of your target audience will miss it. That&#8217;s why we recommend sharing the content more than once over time. To do this, you can <strong>update your posts with new features<\/strong> to give you the licence to share them again.<\/li>\n\n\n\n<li>\u00b7 <strong>Think about long-tail keywords: For <\/strong>SEO, long-tail keywords work better than single keywords. Nowadays, it&#8217;s a challenging task to rank specific keywords, so, we recommend inserting long-tail keywords.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-infographics\"><strong><strong><strong>Infographics<\/strong><\/strong><\/strong><\/h4>\n\n\n\n<p>This kind of content requires a mix of visuals with text content. They&#8217;re usually used to demonstrate statistics, step-by-step infographics, facts, among others. Infographics allow readers to understand and retain the information quickly.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Create a flow: <\/strong>An infographic should look like a story. It is advisable to structure the content in different phases in order to make it digestible.&nbsp;<\/li>\n\n\n\n<li><strong>\u00b7 Write briefly: <\/strong>It&#8217;s essential to provide well-written and valuable content, but it should be as brief as possible. Users do not expect a lot of content, so if there is a lot of text, they will probably not read it all.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-ebooks\"><strong><strong><strong><strong>eBooks<\/strong><\/strong><\/strong><\/strong><\/h4>\n\n\n\n<p>Focused on more in-depth or more complex content. eBooks can be shared in all stages, but it&#8217;s a more common TOFU strategy.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Create content to position your company as a thought leader: <\/strong>You need to create relevant and qualified content for your target audience. An eBook is not used to provide only basic information (for example, definitions). It&#8217;s essential users perceive your company as an expert in the subject you talk about.<\/li>\n\n\n\n<li>\u00b7 <strong>Prioritise the visual as much as the content: <\/strong>Users tend to judge content based on what it looks like. Therefore, it&#8217;s important to spend time on the eBook&#8217;s design.<\/li>\n\n\n\n<li>\u00b7 <strong>Make the eBook interactive: <\/strong>Many users will read the eBook on a mobile device, so it&#8217;s a good idea to make the eBook interactive so users can skip to the sections that are most relevant to them.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-social-media-posts\"><strong><strong><strong><strong>Social media posts<\/strong><\/strong><\/strong><\/strong><\/h4>\n\n\n\n<p>Social networks are vital for sharing your solutions, news, trends, and specific relevant information.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Be aware of new trends: <\/strong>It&#8217;s important to carry out continuous research about what &nbsp;your industry is talking about on social media.<\/li>\n\n\n\n<li><strong>\u00b7 Measure your results: <\/strong>To judge the effectiveness of your social media posts, it&#8217;s vital to analyse metrics. This is how you can understand which content works best.<\/li>\n\n\n\n<li><strong>\u00b7 Interact with your target audience: <\/strong>Users usually interact with companies, so engage with your target audience. It\u2019s also a good idea to comment on posts from other accounts that your target audience may be interested in.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-faqs\"><strong><strong><strong><strong>FAQs<\/strong><\/strong><\/strong><\/strong><\/h4>\n\n\n\n<p>In order to add some variety to your content offering (for example a blog post), it&#8217;s good practice to deliver content via FAQs.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Make sure the questions are relevant:<\/strong> Don\u2019t be tempted to think of what you would like to be asked. Instead, you must focus on the questions your target audience is asking.<\/li>\n\n\n\n<li>\u00b7 <strong>Allow search: <\/strong>For pages with a large number of questions, it is advisable to classify them into different groups. This will make for more comfortable reading.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:53px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-middle-of-the-funnel-or-mofu-1\">Middle of the Funnel or MOFU&nbsp;<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-case-studies\"><strong>Case studies:<\/strong><\/h4>\n\n\n\n<p>Case studies are a great way to demonstrate the value of your products or services. With case studies, you can share your successes and impress your target audience to the point where they could become a customer.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Add real numbers: <\/strong>Your case studies must show real numbers in order to show a measurable outcome. The more factual information you have, the more believable your case study will be.<\/li>\n\n\n\n<li>\u00b7 <strong>Make them accessible: <\/strong>It&#8217;s a good idea to have your case studies in a prominent position on your website. Also add them to posts, social networks, landing pages etc.<\/li>\n\n\n\n<li><strong>\u00b7 Interview your clients to find out what they really think: <br><\/strong>When your prospects are deciding if they want to pay for your products or services, it\u2019s good for them to hear the opinion of other customers like them. The opinion of your clients is essential. Make sure you interview your best clients so you have a bank of positive content to share with your prospects.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:61px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-webinars\"><strong>Webinars:&nbsp;<\/strong><\/h4>\n\n\n\n<p>Webinars are good for gaining qualified leads and trusted relationships. This is a very important part of the marketing mix.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Connect your target audience&#8217;s needs to your solution: <\/strong>In a webinar, we recommend talking about the challenges your target audience has, and how can your offerings can provide a solution.<\/li>\n\n\n\n<li>\u00b7 <strong>Offer something else in the webinar: <\/strong>At the end of the webinar, you can give another offer related to the webinar&#8217;s content, i.e. an eBook, infographic etc. This gives additional value to your webinar and give a better experience for the attendees.<\/li>\n\n\n\n<li>\u00b7 <strong>Provide value to those users who didn&#8217;t attend: <\/strong>It&#8217;s important to not forget about the people who filled in the form but didn\u2019t attend. Here, we recommend sharing the presentation slides along with a recording of the webinar.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-live-streams\"><strong>Live streams:&nbsp;<\/strong><\/h4>\n\n\n\n<p>Unlike webinars, live streams are more about entertainment than education. Streams tend to be publically accessible for free, and can be replayed indefinitely. This is a good option to engage with your target audience and to find those users who have a busy schedule who probably won&#8217;t be able to watch it live.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Improve response times: <\/strong>When users ask something in live streams, they want an answer as quickly as possible. Good real-time interaction with users will influence their engagement.<\/li>\n\n\n\n<li>\u00b7 <strong>Repurpose your live video: <\/strong>Live streams can be a useful resource for your website to reach more users. <strong>&nbsp;<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-white-papers\"><strong>White papers:&nbsp;<\/strong><\/h4>\n\n\n\n<p>Using white papers is recommended to increase awareness and consideration from your target audience.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Keep&nbsp;the content short:&nbsp;<\/strong>Users want to find relevant information, but they prefer not spending too much time reading it. So,&nbsp;keep white papers concise and&nbsp;straightforward.&nbsp;<\/li>\n\n\n\n<li>\u00b7 <strong>Optimise&nbsp;the text:&nbsp;<\/strong>Although&nbsp;it&#8217;s&nbsp;an offline content,&nbsp;you need to add keywords and items that interest to your target audience.&nbsp;&nbsp;<\/li>\n\n\n\n<li>\u00b7 <strong>Publish your white papers:&nbsp;<\/strong>White papers are an offline tool, but&nbsp;for search reasons,&nbsp;we recommend&nbsp;making&nbsp;them available on your website.&nbsp;<\/li>\n<\/ul>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-podcasts\"><strong>Podcasts:&nbsp;<\/strong><\/h4>\n\n\n\n<p>Podcasts are an excellent way of standing out from your competitors in the marketplace.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Think&nbsp;about SEO:&nbsp;<\/strong>It&#8217;s essential to have an SEO strategy alongside your podcasting in order to reach new audiences on podcast-hosting platforms like iTunes and Google Podcasts. So, we recommend dedicating time to think about a title and description for your podcasts.&nbsp;<\/li>\n\n\n\n<li>\u00b7 <strong>Be consistent and find the balance:&nbsp;<\/strong>As with each strategy, you need to build a content plan and not dedicate lots of podcasts to the same topic. Otherwise, your audience will become bored.&nbsp;<\/li>\n<\/ul>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-videos\"><strong>Videos:&nbsp;<\/strong><\/h4>\n\n\n\n<p>According to <a href=\"https:\/\/www.wyzowl.com\/video-marketing-statistics-2020\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Wyzowl<\/strong><\/a>, 88% of video marketers reported that video gives a positive ROI. Instead of offering content via the more common strategies (i.e. blog posts), you can use video content instead.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Put subtitles on the video: <\/strong>It&#8217;s likely that that people will watch your videos on mute, so consider adding subtitles.<\/li>\n\n\n\n<li><strong>\u00b7 Mix videos with text content: <\/strong>It&#8217;s a good practise to mix both and to intersperse them to offer more engaging content to read \/ watch.<\/li>\n\n\n\n<li><strong>\u00b7 Push your videos on social networks: <\/strong>Share your videos on social media to increase views.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-survey-analysis\"><strong>Survey&nbsp;analysis:&nbsp;<\/strong><\/h4>\n\n\n\n<p>Offering surveys is good method of capturing user information. You can release a survey asking specific questions and then give the users a comprehensive analysis of the results.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Don&#8217;t build surveys that are too long: <\/strong>It is essential to not ask too many questions tso as not to make the survey unwieldy. Only ask simple and necessary questions.<\/li>\n\n\n\n<li><strong>\u00b7 Ask closed questions: <\/strong>We recommend asking closed questions with specific choices (for example, yes or no). Consequently, it will be easier to collate and analyse the answers.<\/li>\n\n\n\n<li>\u00b7 <strong>Start by explaining how your surveys can help your target audience: <\/strong>Users should know what your survey is about and also how it will help them. For example, you can refer to the findings from other surveys.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-checklists\"><strong>Checklists:<\/strong>&nbsp;<\/h4>\n\n\n\n<p>Checklists are useful to help your target audience understand the specific steps required to undertake a specific activity.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Provide additional information: <\/strong>When building a checklist, it&#8217;s advisable to add additional information. For example, if a specific step is difficult to understand or carry out, you can add a link to another post or tool that explains it.<\/li>\n\n\n\n<li>\u00b7 <strong>Insert the checklist in other strategies: <\/strong>In order to increase a checklists&#8217; visibility, we recommend adding them to other resources, such as blog posts, eBooks, webinars, social media posts, among others. It is essential to invest time in creating the checklists&#8217; content but also in promoting them.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:44px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-calculators\"><strong>Calculators:&nbsp;<\/strong><\/h4>\n\n\n\n<p>This kind of tool helps to build long-term relationships with your clients. Calculators help users to make better decisions on their projects.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Create useful calculators: <\/strong>Before creating a calculator, it&#8217;s essential to understand what users commonly struggle to measure. The more useful your calculator is, the more likely your target audience is to use it more than once.<\/li>\n\n\n\n<li>\u00b7 <strong>Monitor the information: <\/strong>Analyse the information users insert and consider if you can give them a special offer that suits their needs.<\/li>\n\n\n\n<li>\u00b7 <strong>Promote your calculator: <\/strong>It&#8217;s essential to share your calculators on social media, blog posts, etc.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:61px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-bottom-of-the-funnel-or-bofu-1\">Bottom of the Funnel or BOFU&nbsp;<\/h3>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-demo\"><strong>Demo<\/strong>:&nbsp;<\/h4>\n\n\n\n<p>More focused on products than services, a demo is an excellent option to enable your audience <strong>to get to know your product in-depth<\/strong>, showcasing how it works and its advantages.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Offer a demo for more complicated products:<\/strong> Some products require prior explanation in order for people to understand how they work. A free demo is a great way of doing this.<\/li>\n\n\n\n<li>\u00b7 <strong>Focus on the most relevant benefits for your target audience<\/strong>: Be sure to show the product specifications and the specific benefits for your target audience.<\/li>\n\n\n\n<li>\u00b7 <strong>Give free training: <\/strong>It&#8217;s recommended to not only provide information about how the product works, but also give free training to offer a value-add.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-trials\"><strong>Trials:&nbsp;<\/strong><\/h4>\n\n\n\n<p>Trials are for both products and services. Trials enable<strong> users to compare your service \/ product with others.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Don&#8217;t ask for credit card information: <\/strong>It&#8217;s commonly assumed that credit card information will help in the process of getting new customers. But usually, when users see that they need to add this information, they don&#8217;t apply for the free trial. Only ask for the credit card information once leads are making a purchase.<\/li>\n\n\n\n<li><strong>\u00b7 Give a discount if leads buy before the expiration: <\/strong>In order to increase the opportunity for a sale, offer a discount if they buy the product \/ service before the trial ends.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:53px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-consultancy\"><strong>Consultancy:&nbsp;<\/strong><\/h4>\n\n\n\n<p>It&#8217;s<strong> essential <\/strong>to make<strong> first contact with your leads <\/strong>before they purchase. <strong>Sales consultations are an excellent way to do this for both products and services.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Offer relevant information: <\/strong>Give essential info, like best practices, and share something they couldn\u2019t easily find from a search engine.<\/li>\n\n\n\n<li>\u00b7 <strong>Make sure your leads trust you: <\/strong>Give users reasons to trust your company. To do that, we recommend giving unbiased advice.<\/li>\n\n\n\n<li><strong>\u00b7 Offer free material: <\/strong>It&#8217;s advisable to offer freebies that your audience doesn\u2019t expect. As a result, users will have a positive memory of your company.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-free-quotation-with-added-discount\"><strong>Free&nbsp;quotation&nbsp;with added discount:&nbsp;<\/strong><\/h4>\n\n\n\n<p><strong>A free quotation with added discount: <\/strong>In order to increase sales opportunity, <strong>free quotes <\/strong>are a useful tool. Users will know exactly <strong>how much the service costs and why they need it. <\/strong>Adding<strong> a discount<\/strong> will increase the <strong>value<\/strong> of the offer.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Offer a limited discount: <\/strong>When you offer the quote and discount, it&#8217;s more tempting if the offer is only valid for a limited time, i.e. one month, two weeks etc.<\/li>\n\n\n\n<li><strong>\u00b7 Do a continuous follow-up: <\/strong>After sending the quote, it&#8217;s important to do a follow-up with your leads. Ask if they have any questions and where possible, schedule a meeting to make sure your leads don\u2019t forget what you are offering.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To conclude this section, here&#8217;s a summary with the three phases and their corresponding strategies:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"675\" height=\"569\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.18.09-p.-m..png\" alt=\"\" class=\"wp-image-8801\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.18.09-p.-m..png 675w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.18.09-p.-m.-250x211.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.18.09-p.-m.-120x101.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.18.09-p.-m.-372x314.png 372w\" sizes=\"auto, (max-width: 675px) 100vw, 675px\" \/><\/figure><\/div>\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>If you have launched B2B inbound marketing campaigns before, <\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em><strong><em>we recommend you do a retrospective analysis to find which strategies worked best.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-6-the-importance-of-marketing-automation\"><strong>6. <strong>The importance of marketing automation<\/strong><\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In simple terms, marketing automation consists of <strong>using software to automate marketing activities<\/strong>. This technology can provide a <strong>more customised experience<\/strong> for your leads, and also a <strong>more effective strategy<\/strong>. According to <a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/30901\/30-thought-provoking-lead-nurturing-stats-you-can-t-ignore.aspx\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>HubSpot<\/strong><\/a><strong>, 50% of your leads are ready to buy<\/strong>. It&#8217;s essential <strong>to not only focus on lead generation<\/strong> but also to invest time on <strong>nurturing those leads<\/strong>. In addition, <a href=\"https:\/\/nucleusresearch.com\/research\/single\/marketing-automation-drives-business-success\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Nucleus Research<\/strong><\/a> confirms this <strong>increases a company\u2019s efficiency by 20%.<\/strong> That&#8217;s why you need to <strong>combine both<\/strong> inbound marketing with marketing automation. See below for more on this<strong>:<\/strong><\/p>\n\n\n\n<div style=\"height:63px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\" id=\"h-carrying-out-effective-lead-generation-follow-up-plans-is-crucial-to-converting-new-leads-into-potential-customers-listen-now-to-this-podcast-with-adrian-falk\">Carrying out effective lead generation follow-up plans is crucial to converting new leads into potential customers. Listen now to this podcast with Adrian Falk!<\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"buzzsprout-player-9225649\"><\/div><script src=\"https:\/\/www.buzzsprout.com\/1821420\/9225649-the-lead-generation-follow-up-plan-with-adrian-falk.js?container_id=buzzsprout-player-9225649&amp;player=small\" type=\"text\/javascript\" charset=\"utf-8\"><\/script>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:78px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Engage with your leads: <\/strong>Depending on where your leads are situated, you can create an email workflow with content that covers their needs. The marketing automation system will send an email automatically, depending on the prospect&#8217;s action.<\/li>\n\n\n\n<li><strong>\u00b7Nurture your leads:<\/strong> Marketing automation is designed to use relevant content to nurture leads into customers.<\/li>\n\n\n\n<li>\u00b7 <strong>Give customised content:<\/strong> With marketing automation, you can create a unique experience for each prospect, giving personalised information.<\/li>\n\n\n\n<li><strong>\u00b7 Save time:<\/strong> With a marketing automation tool you can automate repetitive or difficult tasks. Also, it enables the scheduling of posts and emails with a marketing automation system. As a result, it will increase productivity too.<\/li>\n\n\n\n<li>\u00b7 <strong>Guide your leads along the buyer journey:<\/strong> Make sure your prospects have a comfortable journey to the purchase stage.<\/li>\n\n\n\n<li><strong>\u00b7 Control the results:<\/strong> This software enables you to <strong>know where the lead comes from<\/strong> and <strong>where they are on the conversion journey.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Implement a marketing automation strategy to ensure you don\u2019t lose potential leads.<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Save time by using automation tools to help with your strategies.<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p>Now we know what marketing automation is and why it\u2019s important, let&#8217;s see how to implement a marketing automation strategy in an inbound marketing campaign.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Define goals:<\/strong> You need to set <strong>how you will measure your results<\/strong> in order to know if the marketing automation plan is working. To do that, goals need to be <strong>SMART<\/strong> (Specific, Measurable, Achievable, Relevant and Time-bound). For example, a SMART goal might be: <strong><em>&#8220;increase number of new customers via marketing automation by 25%, by the end of 2023&#8221;.<\/em><\/strong><\/li>\n<\/ol>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li><strong>Consider the buyer journey: <\/strong>You need <strong>to be clear on which automated content<\/strong> you&#8217;re going to <strong>deliver at each stage<\/strong>, from the moment you gain a new lead to the moment they become a customer. Therefore, at each different stage, you will have to offer more educational content and some specific offers.<\/li>\n<\/ol>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ol start=\"3\" class=\"wp-block-list\">\n<li><strong>Educate your leads with dynamic content:<\/strong> With dynamic content, you can send your leads <strong>customised information based on the action they take. <\/strong>For example, let&#8217;s say a user fills out a form to download an eBook. When receiving his \/ her information, you can automatically send an email with content related to the eBook.<\/li>\n<\/ol>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Finally, we&#8217;re going to discuss the strategies that work best for marketing automation:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-website-live-chat\"><strong><strong>Website live chat<\/strong><\/strong><\/h4>\n\n\n\n<p>A live website chat is an excellent way to gain new qualified leads that would be lost if they didn&#8217;t get the opportunity to ask questions and receive immediate answers. Nowadays, there are many solutions that enable a live chat without needing someone to continually supervise the chat.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Give a quick answer: <\/strong>According to <a href=\"https:\/\/econsultancy.com\/consumers-prefer-live-chat-for-customer-service-stats\/\"><strong>Econsultancy<\/strong><\/a>, <strong>79% of clients say they prefer live chat because of the instant response it offers. <\/strong>So, the lower the response time, the higher the customer satisfaction.<\/li>\n\n\n\n<li>\u00b7 <strong>Program scripts to for faster answers:<\/strong> Building well-designed live chat enables quicker responses and saves you time.<\/li>\n\n\n\n<li>\u00b7 <strong>Measure your results:<\/strong> In order to know what you need to improve, it&#8217;s important to measure the first response time, total number of conversations and visitors. Consequently, you will be able to enhance your leads&#8217; experience.<\/li>\n\n\n\n<li>\u00b7 <strong>Obtain relevant information from conversations: <\/strong>Take notes from correspondence with your clients and get to know them properly. From this you can identify common needs, which can then inform your marketing strategy and offering(s).<\/li>\n<\/ul>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-email-automation\"><strong>Email Automation<\/strong>&nbsp;<\/h4>\n\n\n\n<p>Another effective strategy for marketing automation is email automation. You can create and schedule different emails for each stage of the buyer journey with customised content and offers.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 Write attractive subject lines: <\/strong>Prospects receive a lot of emails every day. That\u2019s why it\u2019s essential to capture their attention immediately.<\/li>\n\n\n\n<li><strong>\u00b7 Segment your list: <\/strong>Segmenting your email list allows you to group leads based on certain characteristics, i.e. where they filled out a form, which content they already have, their demographics etc. This is how you build more personalised emails with relevant content.<\/li>\n\n\n\n<li><strong>\u00b7 Create an email workflow: <\/strong>Here, it is necessary to predict the possible action the leads will take. For example, once you send the initial email, you have to define which content you will send next based on whether they opened the original email.<\/li>\n\n\n\n<li><strong>\u00b7 Build an email calendar: <\/strong>We recommend building an email calendar to avoid email saturation or periods of inactivity.<\/li>\n\n\n\n<li>\u00b7 <strong>Humanise your messaging: <\/strong>The more humanised your email is, the more opens and answers you will have. Hence why it is advisable to include personalised content.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-social-media-automation\"><strong>Social Media Automation<\/strong>&nbsp;<\/h4>\n\n\n\n<p>Social media automation helps to optimise social interactions using automation tools. This strategy includes social post scheduling and post republishing. As a result, you will also save time and have a more organised publishing schedule.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 Republish social media updates: <\/strong>For the social posts with the best results, you can consider republishing them. Don\u2019t republish too much though, because users may get bored of your content.<\/li>\n\n\n\n<li>\u00b7 <strong>Use chatbots:<\/strong> In order to answer user questions, you can use chatbots to provide immediate answers and support. In addition, you can use chatbots to inform users that you&#8217;ll give them information in X amount of hours.<\/li>\n\n\n\n<li>\u00b7 <strong>Offer different types of content: <\/strong>Think about the topics you are going to discuss on your social networks. To do that, you have to understand what your audience is interested in.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\" id=\"7\"><strong><em><strong><em>Combine multiple strategies to provide the most customised experience to users.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:93px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-7-platforms-to-carry-out-a-b2b-inbouthe-importance-of-lead-nurturing-and-lead-scoring\"><strong>7. <strong>Platforms to carry out a B2B InbouThe importance of lead nurturing and lead scoring<\/strong>&nbsp;<\/strong><\/h3>\n\n\n\n<p>For a B2B inbound marketing strategy, there are effective platforms that help you deliver effective campaigns. See below for the tools we recommend for building an inbound marketing strategy.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-hubspot\"><a href=\"https:\/\/www.hubspot.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>HubSpot<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>HubSpot is <strong>one of the most recognised inbound marketing platforms<\/strong>. This platform offers tools and resources to build a complete inbound marketing strategy, from the awareness phase to lead generation and client conversion.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>HubSpot helps you deliver <strong>CTAs, landing pages, blog posts, forms, lead flows, conversations, website platforms, email marketing, meetings, deals, tasks<\/strong>,<strong> activities <\/strong>etc. Also, it offers <strong>integration with platforms<\/strong> like Gmail, Outlook, WordPress, Zoom, and many more.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>HubSpot is a good tool to grow your business for the following reasons:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Develop your software<\/strong> to obtain new qualified customers thanks to the <strong>Marketing Hub<\/strong> option. It offers an SEO tool to identify relevant topics and keywords. You can also manage your social media accounts and paid ads.<\/li>\n\n\n\n<li><strong>\u00b7 Automate contacts. <\/strong>This includes a lead scoring option to indicate which contacts are most likely to buy your services or products. HubSpot also has a workflow option to develop the journey from when you first get a lead until you convert them into a client. <strong><u>Key tip:<\/u> <\/strong>If you find a <strong>group of users who like a specific topic<\/strong>, you should <strong>send them related content automatically.<\/strong><\/li>\n\n\n\n<li>\u00b7 <strong>Create chatbots <\/strong>to maintain an automated conversation with users. HubSpot also record the dialogues.<\/li>\n\n\n\n<li><strong>\u00b7 Build your website <\/strong>with dynamic content. It also allows the a \/b testing of pages to see which is generating the most traffic.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:67px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-marketo\"><a href=\"https:\/\/www.marketo.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Marketo<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>Marketo is another platform that covers all buyer journey strategies, with facilities such as: <strong>CRM integrations<\/strong>, <strong>landing pages<\/strong>, <strong>marketing automation, email marketing, lead management<\/strong> etc.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It\u2019s also worth noting that Marketo offers a solution to specific industries, which are: <strong>healthcare, manufacturing, higher education, financial services<\/strong> and <strong>technology.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Marketo will be a good fit for you, if:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 You have previous experience of inbound marketing strategy. Marketo can be a difficult platform to use for companies with little experience in online marketing because of the multitude of options.<\/li>\n\n\n\n<li>\u00b7 You need only a specific number of solutions. The platform offers customised solutions for professional clients.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:57px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-eloqua\"><a href=\"https:\/\/www.oracle.com\/cx\/marketing\/automation\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Eloqua<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>This platform also offers<strong> solutions for all phases of the buyer journey<\/strong> through <strong>multiple activities<\/strong>, like email marketing, landing pages, forms, ads, reporting, content creation and lead management.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It integrates<strong> with some popular tools<\/strong> like <strong>Google Analytics, Marketo, Oracle, Datadog<\/strong>, etc. Eloqua is a good option for companies that:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Want to hire a customised and complete inbound marketing platform.<\/li>\n\n\n\n<li>\u00b7 Focus on platforms for professionals with experience. As with Marketo, Eloqua is also more focused on experienced inbound marketing professionals.<\/li>\n\n\n\n<li>\u00b7 Segment your audience properly. Eloqua has excellent segmentation tools to help you find the right audience for your campaigns.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-salesforce\"><a href=\"https:\/\/www.salesforce.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Salesforce<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>Salesforce is a CRM that enables you to <strong>efficiently manage leads, prospects and client interactions.<\/strong> It also enables the building of workflows for marketing automation strategies. This platform is useful for companies that want to:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Analyse in-depth data and metrics.<\/li>\n\n\n\n<li>\u00b7 Create more customised content for automated campaigns.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-pipedrive\"><a href=\"https:\/\/www.pipedrive.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Pipedrive<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>This platform is a <strong>CRM software tool<\/strong> aimed at smaller companies. Pipedrive helps to organise<strong> leads, generate leads and improve the sales process<\/strong>. It also offers <strong>email integration<\/strong> to connect your emails with your contacts.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>So, Pipedrive is a good platform for companies that need:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 A cheap CRM. Pipedrive is designed for companies with smaller budgets who don\u2019t need a tool a fully comprehensive like HubSpot, for example.<\/li>\n\n\n\n<li>\u00b7 Track every step of the marketing process in order to optimise strategy and get qualified results.<\/li>\n\n\n\n<li>\u00b7 Get better sales insights.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-wordpress\"><a href=\"http:\/\/wordpress.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Word<\/strong><strong>P<\/strong><strong>ress<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>This platform is a <strong>site builder <\/strong>that offers <strong>content management systems<\/strong>. WordPress can be used for more <strong>complete websites or more straightforward blogs<\/strong>. There are many tools available but note that <strong>some of them require knowledge<\/strong> of HTML, CSS and programming language PHP.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>WordPress can be useful for professionals who:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Need a flexible and adaptable website builder that enables them to tweak their offering on an ongoing basis.<\/li>\n\n\n\n<li>\u00b7 Want a user-friendly platform to run the website efficiently.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-gather-content\"><a href=\"https:\/\/gathercontent.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Gather content<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>Gather content is a SaaS platform to <strong>create, edit and review website content<\/strong>. It\u2019s great for organising your<strong> content in an intuitive way<\/strong>. In addition, Gather content offers <strong>many templates<\/strong> for building web pages.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Gather content is a good option for companies that want to:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Keep all their web content in only one platform.<\/li>\n\n\n\n<li>\u00b7 Build qualified content with the help of step-by-step guides (for example, editorial review, SEO review, final edits, etc.).<\/li>\n\n\n\n<li>\u00b7 Enable multiple team members to edit the content at the same time.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-jotform\"><a href=\"https:\/\/www.jotform.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Jotform<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>This platform is an <strong>online form builder<\/strong> with <strong>multiple form templates<\/strong>, <strong>reporting analytics<\/strong>, <strong>integrations<\/strong> and so on. So, Jotform is a good choice for companies that need to:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Create multiple forms in different formats (for example, smart pdf forms, mobile forms, etc.).<\/li>\n\n\n\n<li>\u00b7 Build forms for specific industries. Jotform offers forms adapted to companies&#8217; needs.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-typeform\"><a href=\"https:\/\/www.typeform.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Typeform<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>Typeform allows companies to build <strong>both forms and surveys<\/strong>. The main differentiating element of this platform is that it <strong>asks one question at a time to keep users engaged<\/strong>. It also allows the integration of<strong> the platform with many tools<\/strong>, i.e. Google Sheets, Mailchimp, HubSpot, etc.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This platform is for companies who:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Regularly interact with users in order to keep them interested.<\/li>\n\n\n\n<li>\u00b7 Want to integrate forms and surveys with other tools (Typeform offers a free API to facilitate that integration).<\/li>\n\n\n\n<li>\u00b7 Want to build forms and surveys easily.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-unbounce\"><a href=\"https:\/\/unbounce.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Unbounce<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>Unbounce is a <strong>landing page creator platform<\/strong>. It has <strong>over a hundred landing page templates<\/strong> and also allows you to build a <strong>customised landing page<\/strong>. This platform <strong>works with many other tools<\/strong> like Google Analytics, Zapier, Facebook, etc.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>When launching a landing page, the platform offers <strong>real-time data<\/strong> to help you judge performance. Unbounce is a good option for companies that:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Complement their inbound marketing platform with a complete landing page tool.<\/li>\n\n\n\n<li>\u00b7 Need a platform with many options to create a landing page.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-drift\"><a href=\"https:\/\/www.drift.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Drift<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>This platform offers a <strong>chatbot program<\/strong> to create <strong>automated conversations with users<\/strong>. Drift can develop <strong>customised chatbots with real-time personalisation<\/strong> and also provides <strong>metrics and results<\/strong> to give a clear picture of which conversation works and which pages are most popular.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>&nbsp;Drift is for professionals who:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Hire a complete tool to create effective chatbots.<\/li>\n\n\n\n<li>\u00b7 Prioritise chatbots in their marketing strategy.<\/li>\n\n\n\n<li>\u00b7 Increase engagement with visitors.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-one-signal\"><a href=\"https:\/\/onesignal.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>One<\/strong><strong>&nbsp;S<\/strong><strong>ignal<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>One Signal offers <strong>push notifications<\/strong> for websites and mobile apps. When sending notifications, the platform <strong>provides data to help you judge their effectiveness.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This platform can be useful for companies that want to:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Build an optimal marketing automation plan.<\/li>\n\n\n\n<li>\u00b7 Increase engagement with users.<\/li>\n\n\n\n<li>\u00b7 Give a customised experience to their target audience.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:52px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-mailchimp\"><a href=\"https:\/\/mailchimp.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Mail<\/strong><strong>C<\/strong><strong>himp<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>MailChimp is an <strong>email marketing provider<\/strong> that helps you send offers, relevant information, updates etc. It&#8217;s an easy-to-use platform with a variety of different options to help you adapt to the needs of the clients.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>MailChimp is a good option for professionals that need to:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Create email campaigns with no previous experience.<\/li>\n\n\n\n<li>\u00b7 Use an email marketing platform at minimal cost (MailChimp offers a free plan and other cost-effective packages).<\/li>\n<\/ul>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-hootsuite\"><a href=\"https:\/\/hootsuite.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Hootsuite<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>This platform is a <strong>social media management tool<\/strong>. You can <strong>schedule your posts<\/strong> on multiple social channels at the same time. Also, Hootsuite helps you <strong>keep track and manage your social accounts.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Hootsuite is focused on users that want to:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Control and manage multiple apps from one platform.<\/li>\n\n\n\n<li>\u00b7 Save time with their social media content strategy.<\/li>\n\n\n\n<li>\u00b7 Analyse post results from all social networks quickly and easily.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-clickmeeting\"><a href=\"https:\/\/clickmeeting.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Click<\/strong><strong>M<\/strong><strong>eeting<\/strong><\/a><strong><\/strong>&nbsp;<\/h4>\n\n\n\n<p>ClickMeeting is a <strong>web conferencing platform<\/strong>, which allows users to <strong>schedule meetings in advance<\/strong>. During the session, the platform also allows<strong> screen sharing, presentations and videos<\/strong>. Also, with ClickMeeting, you can <strong>create surveys and tests during the webinar.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>So, this platform is a good option for professionals who need to:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Manage multiple webinars.<\/li>\n\n\n\n<li>\u00b7 Minimise setup time for webinars.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:57px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>Consider utilising more than one tool, depending on your company needs.<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>There are many more great tools out there that we haven\u2019t mentioned. <\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><em>These are simply the tools we know and trust the most.<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-8-lead-nurturing-tips-and-tricks\"><strong>8. <strong>Lead nurturing: Tips and tricks<\/strong><\/strong><\/h3>\n\n\n\n<p>When launching B2B inbound marketing strategies, it&#8217;s essential to track and measure the results to determine if your campaign is performing effectively. In addition, with KPIs you can develop long-term strategy.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Here are some KPIs to consider:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-seo\"><strong>SEO<\/strong>&nbsp;<\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Backlinks: <\/strong>The number of times other sites linked to your web pages.<\/li>\n\n\n\n<li><strong>\u00b7 Keyword ranking: <\/strong>The position your website appears on search engines when users enter a specific keyword.<\/li>\n\n\n\n<li><strong>\u00b7 Organic search traffic: <\/strong>The number of users that came to your website via Google.<\/li>\n\n\n\n<li><strong>\u00b7 Pageviews: <\/strong>The number of times users visit your pages.<\/li>\n\n\n\n<li><strong>\u00b7 Sessions: <\/strong>The number of times users visit your website and stay for X minutes.<\/li>\n\n\n\n<li><strong>\u00b7Total traffic volume: <\/strong>The total number of visitors within a certain period.<\/li>\n\n\n\n<li>\u00b7 <strong>Website conversion rate: <\/strong>Here, you have to take your purchases or conversions and divide them by the number of visits.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-website-engagement\"><strong>Website engagement<\/strong>&nbsp;<\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Return visits: <\/strong>The number of users who return to your website within a certain period.<\/li>\n\n\n\n<li>\u00b7 <strong>Time on page: <\/strong>The number of minutes your visitors stay on your website.<\/li>\n\n\n\n<li><strong>\u00b7 Unique pageviews: <\/strong>The number of unique users that visit your website.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-traffic-sources\"><strong>Traffic sources<\/strong>&nbsp;<\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Bounce rate: <\/strong>The number of users that visit your website and leave immediately.<\/li>\n\n\n\n<li><strong>\u00b7 Paid traffic: <\/strong>The number of visitors from specific campaigns.<\/li>\n\n\n\n<li><strong>\u00b7 Display traffic: <\/strong>The number of users that visit your website through paid campaigns.<\/li>\n\n\n\n<li><strong>\u00b7 Direct traffic: <\/strong>The number of users that visit your website by typing your address into their browser.<\/li>\n\n\n\n<li><strong>\u00b7 Organic traffic: <\/strong>The number of users that visit your website from search engines.<\/li>\n\n\n\n<li><strong>\u00b7 Social traffic: <\/strong>The number of users that go to your website from your social media posts.<\/li>\n\n\n\n<li><strong>\u00b7 Email traffic: <\/strong>The number of visits generated by emails sent.<\/li>\n\n\n\n<li><strong>\u00b7 Referral traffic: <\/strong>The number of users that visit your website by clicking from other site links.<\/li>\n<\/ul>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-paid-ads-campaigns\"><strong>Paid Ads campaigns<\/strong>&nbsp;<\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 Impressions: <\/strong>The number of times your audience sees the ad.<\/li>\n\n\n\n<li><strong>\u00b7 Clicks: <\/strong>The total number of times your audience clicked the ad.<\/li>\n\n\n\n<li><strong>\u00b7 CPC (Cost per Click): <\/strong>The total cost for each click.<\/li>\n\n\n\n<li><strong>\u00b7 Leads: <\/strong>The total number of users converted into leads.<\/li>\n\n\n\n<li><strong>\u00b7 CPL (Cost per Lead): <\/strong>The total cost of each lead.<\/li>\n\n\n\n<li><strong>\u00b7 SQL (Sales Qualified Lead): <\/strong>The total number of leads that convert into qualified sales leads.<\/li>\n\n\n\n<li><strong>\u00b7 MQL (Marketing Qualified Lead): <\/strong>The total number of SQLs that are likely to convert into clients.<\/li>\n\n\n\n<li><strong>\u00b7 CAC (Customer Acquisition Cost): <\/strong>The total cost of each client.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-email-marketing-1\"><strong>Email Marketing&nbsp;<\/strong>&nbsp;<\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Delivery rate: <\/strong>The total number of emails delivered to users.<\/li>\n\n\n\n<li>\u00b7 <strong>Email open rate: <\/strong>It shows the percentage of users that opened an email. In order to calculate it, you have to take the total number of emails opened and divide it by the total number of emails delivered.<\/li>\n\n\n\n<li>\u00b7 <strong>Spam rate: <\/strong>The number of users who mark your emails as spam.<\/li>\n\n\n\n<li><strong>\u00b7 Unsubscribe rate: <\/strong>The rate of users who unsubscribe from your mailing list.<\/li>\n\n\n\n<li><strong>\u00b7 CTR: <\/strong>This represents the percentage of users who saw the email and clicked on the links. To calculate it, you have to take the total number of clicks and divide it by the total number of emails opened.<\/li>\n\n\n\n<li>\u00b7 <strong>Form conversion rate:<\/strong> This represents the percentage of the total number of users that fill out a form on a landing page. To know this, you have to take the total number of completed forms and divide them by the number of landing page clicks.<\/li>\n\n\n\n<li>\u00b7 <strong>Conversion rate: <\/strong>The total number of users that become a client or make a purchase.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-content-marketing\"><strong>Content Marketing<\/strong>&nbsp;<\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Downloads: <\/strong>The total number of users that give their contact details to download content, attend a webinar, etc.<\/li>\n\n\n\n<li>\u00b7 <strong>Leads<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 MQL<\/strong><\/li>\n\n\n\n<li>\u00b7 <strong>Organic traffic<\/strong><\/li>\n\n\n\n<li>\u00b7 <strong>Pages per session<\/strong><\/li>\n\n\n\n<li><strong>\u00b7 Time on page<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-client-value\"><strong><strong>Client Value<\/strong><\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Represents the total amount you spend with each of your clients.<\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-revenue\"><strong><strong>Revenue<\/strong><\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The total revenue in a specific period.<\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-roi\"><strong><strong>ROI<\/strong><\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The return on investment. This helps to determine if it makes sense to launch the campaign.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-9-checklist-steps-to-follow-to-launch-a-b2b-inbound-marketing-campaign\">9. <strong>[Checklist] Steps to follow to launch a B2B Inbound marketing campaign<\/strong><\/h3>\n\n\n\n<div style=\"height:63px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>As a B2B inbound marketing agency, we believe inbound marketing strategy is vital for all companies. That&#8217;s why we have shared our knowledge with you<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Let\u2019s recap the <strong>most important points:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ol style=\"list-style-type:1\" class=\"wp-block-list\">\n<li>Understand the <strong>basics of Inbound marketing<\/strong> to <strong>be able to launch an inbound marketing campaign.<\/strong><\/li>\n\n\n\n<li>Build an <strong>effective Buyer Persona with detailed information.<\/strong><\/li>\n\n\n\n<li>Develop the <strong>buyer journey with strategies and offers.<\/strong><\/li>\n\n\n\n<li>Carry out a <strong>marketing automation strategy.<\/strong><\/li>\n\n\n\n<li><strong>Choose the right platform<\/strong> for your inbound marketing campaign.<\/li>\n\n\n\n<li><strong>Measure your results<\/strong> with <strong>inbound marketing KPIs.<\/strong><\/li>\n<\/ol>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>We hope this helps you deliver some great campaigns!<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>We will end with a checklist to <strong>help you take all the necessary steps to launch a B2B inbound marketing campaign<\/strong>. <a href=\"https:\/\/landingpages.gotoclient.com\/free-checklist-template-to-create-b2b-inbound-marketing-campaigns\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Download it here<\/strong><\/a><strong>.<\/strong><\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If you have any questions about B2B inbound marketing, or would like us to work with you on a campaign, get in touch!<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-inbound-1\"><strong class=\"schema-faq-question\">What is B2B inbound marketing?<\/strong> <p class=\"schema-faq-answer\">B2B inbound marketing is a strategy that attracts business prospects through valuable content, SEO, automation, and nurturing tactics. It draws users by providing educational resources and helps them along the buyer journey.It emphasises the flywheel model: Attract, Engage, Delight, rather than just AIDA.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-inbound-2\"><strong class=\"schema-faq-question\">How do you build effective Buyer Personas?<\/strong> <p class=\"schema-faq-answer\">Gather data from CRM, website forms, sales and client interviews. Analyse demographics, roles, pain points, goals and needs. Then create structured personas to guide content and campaign planning.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-inbound-3\"><strong class=\"schema-faq-question\">What is the structure of the B2B buyer journey?<\/strong> <p class=\"schema-faq-answer\">The guide defines three stages: TOFU (awareness content like blogs, infographics, ebooks), MOFU (mid-funnel offers like case studies and webinars), and BOFU (decision-stage assets like demos, trials, consultations, quotes).<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-inbound-4\"><strong class=\"schema-faq-question\">Which tactics support each funnel stage?<\/strong> <p class=\"schema-faq-answer\">TOFU uses educational blogs, long-tail keywords, and SEO. MOFU relies on case studies, webinars, white papers, checklists, calculators. BOFU includes demos, trials, consultancy calls and free proposals.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-inbound-5\"><strong class=\"schema-faq-question\">What role does marketing automation play?<\/strong> <p class=\"schema-faq-answer\">Marketing automation enables personalised email workflows, lead nurturing, dynamic content, chatbots and scheduling. It saves time, guides leads through the funnel, and improves conversion and engagement.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-inbound-6\"><strong class=\"schema-faq-question\">Which platforms are recommended?<\/strong> <p class=\"schema-faq-answer\">The guide features platforms like HubSpot, Marketo, Eloqua, Salesforce, Pipedrive, WordPress, GatherContent, Jotform, Typeform, Unbounce, Drift and OneSignal \u2014 each suited to different needs and budgets.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-inbound-7\"><strong class=\"schema-faq-question\">How do you measure success?<\/strong> <p class=\"schema-faq-answer\">Use KPIs like organic traffic, SEO rankings, sessions, bounce rate, leads, MQL\/SQL, conversion rate, email open\/CTR, paid campaign CPL and ROI. The guide also includes a downloadable launch checklist.<\/p> <\/div> <\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","protected":false},"excerpt":{"rendered":"<p>The B2B Inbound marketing definitive guide 2025 Welcome to our 2023 definitive guide to B2B Inbound marketing. For more than ten years, Gotoclient has delivered marketing campaigns for clients across a multitude of industries. We\u2019re delighted to share some of our experience with you. Inbound marketing programs are becoming increasingly popular for several reasons. First, [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":9163,"parent":2098,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-8529","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The B2B Inbound marketing definitive guide 2025 - Gotoclient<\/title>\n<meta name=\"description\" content=\"Master B2B inbound marketing with our definitive guide: strategies to attract, engage and convert leads through content, SEO and automation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-inbound-marketing-definitive-guide\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The B2B Inbound marketing definitive guide 2025 - Gotoclient\" \/>\n<meta property=\"og:description\" content=\"Master B2B inbound marketing with our definitive guide: strategies to attract, engage and convert leads through content, SEO and automation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-inbound-marketing-definitive-guide\/\" \/>\n<meta property=\"og:site_name\" content=\"Gotoclient\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-24T11:49:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/02\/B2B-inbound-marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"596\" \/>\n\t<meta property=\"og:image:height\" content=\"693\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"40 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"TechArticle\",\"@id\":\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-inbound-marketing-definitive-guide\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-inbound-marketing-definitive-guide\/\"},\"author\":{\"name\":\"Guillem Galera\",\"@id\":\"https:\/\/gotoclient.com\/en\/#\/schema\/person\/37760905c24f93e481974fc0165dfb92\"},\"headline\":\"The B2B Inbound marketing definitive guide 2025\",\"datePublished\":\"2020-09-16T08:29:00+00:00\",\"dateModified\":\"2025-07-24T11:49:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-inbound-marketing-definitive-guide\/\"},\"wordCount\":8219,\"publisher\":{\"@id\":\"https:\/\/gotoclient.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-inbound-marketing-definitive-guide\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/02\/B2B-inbound-marketing.jpg?wsr\",\"inLanguage\":\"en-US\"},{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-inbound-marketing-definitive-guide\/\",\"url\":\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-inbound-marketing-definitive-guide\/\",\"name\":\"The B2B Inbound marketing definitive guide 2025 - 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