Inbound marketing – Sales are becoming increasingly customer-driven

25/10/2021 mayranpaa_admin

Inbound marketing – Sales are becoming increasingly customer-driven

Sales are becoming increasingly customer-driven. Up to 80% of the buying process may be completed before the customer contacts the seller.

Sales are becoming increasingly customer-driven. Up to 80% of the buying process may be completed before the customer contacts the seller. Customers search for information on the web and therefore b2b sales needs to be able to help the customer online as well as possible. This means you need to have content that is compelling, useful and interesting for the customer. The content produced also needs to be featured in relevant channels and discovered by customers, which means social media publications and marketing on digital channels. The most important channels for b2b sales are LinkedIn, Google searches and, for example, advertising on Twitter for the followers of trade fairs in your field.

"Activity on social media is always beneficial. Contact 5 persons from your field on LinkedIn per week and start conversations with them. In this way, you actively build your network."

Activity on social media is always beneficial. Contact 5 persons from your field on LinkedIn per week and start conversations with them. In this way, you actively build your network. Follow your own industry interest groups and your current and potential future customers so you know what they want and what’s happening in the field. You want to get the basics in LinkedIn in order: the photos must be in place in the profile (cover photo and your own photo), the introductory text with your interests must be written and the work history must be filled in. Also, ask your clients and colleagues for at least three recommendations to add to your profile.

When you produce the necessary materials online and the customers also find them, you have the opportunity to (i) reach your customers earlier in the purchasing process as they leave their contact information on your website when downloading your material as well as (ii) assure your customers of the superiority of your offering over the competitors. This activity is called inbound marketing. Most recently, I wrote about outbound prospecting; inbound is the other side of the prospecting.

Inbound marketing is planned as follows:

  1. Inbound marketing goals shall be decided first, these can include adding leads for the sales team, improving company recognition, or increasing the share of product sales over the services.
  2. The brand of the company is an integral part of inbound marketing and the brand message should be sharpened through inbound marketing activities. The company should be thinking about what it wants to tell about the brand in the produced materials.
  3. You should also identify the products to be marketed if there are multiple possibilities. Each market message needs to be supported by its own materials and campaigns. If a number of campaigns are run simultaneously it is harder to analyse the results with web analytics tools, and it might be hard to separate the results of a single campaign from the overall results.
  4. The next goal is to identify buyer personalities: both gatekeepers and real decision makers.
  5. In addition, one must be able to map out what competitors are doing in the field, what materials they have available and how to stand out compared with their offering.

Let’s look at the goals next. If you set a goal of at least 10 new customers a year, you should achieve the following sub-goals:

00

new offers (20% hit rate)

00

sales negotiations

000

new leads

00000

visits to your website

This means a monthly marketing budget of 500-1000€ for LinkedIn, Google and Twitter. The mix of right digital channels should be tested in practice.

To produce and support the right kind of content, HubSpot for example has ready-made functionalities that can be used to produce SEO (search engine optimization) optimised material.

For visitor tracking on the website, HubSpot or Leadfeeder have great tools. Much of the activities from sending a newsletter to segmenting the customer base can be automated with the Active Campaign if you are not willing to invest in HubSpot. Good planning and automation tools help with inbound marketing significantly.

If you are interested in this topic or want more detailed tips, you can easily book a free survey at https://mayranpaa.com/en/free-assessment/

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