Inbound Marketing: What if you became interesting rather than interested?

Why?

Simply because behaviors have radically changed due to the digitalization of the economy. The internet has profoundly altered the relationships between sellers and buyers, and the latter no longer tolerate intrusive sales pressure...even if they still want information.

They will look for this information easily and independently online, at their own pace and convenience. What matters today is being visible when these potential leads are in the research phase. Thanks to the internet, marketing offers companies new tools and, above all, a new way of operating that allows them to position themselves as interesting rather than interested.

This is Inbound Marketing. 

Why Adopt an Inbound Marketing Strategy?

From the sales representatives' point of view, it is now counterproductive to go looking for contacts or leads. It's a huge amount of time invested for a more than random result, regardless of the sales representative's skills and motivation, based primarily on volume, in other words, the number of outbound calls. It's a tiring, time-consuming activity with low added value that exhausts sales representatives! A sales representative should invest their time where they bring added value: converting leads into customers. Better than a long speech, here are 10 key figures to rethink your vision of traditional marketing:

1. 1. 68% of online buyers like to spend time reading content published by a company that interests them. (The CMA)
   2. 80% of decision-makers in the industry sector prefer to get information about a company through a blog article rather than an advertisement. (Content Marketing Institute)
   3. 83% of online buyers find their suppliers on Google. (MarketingSherpa)
   4. In the USA, 84% of BtoB CEOs use social networks to gather information about a company before making their purchasing decision, and 56% of buyers consult the blog of the company selling the products they are interested in. (Salesforlife)
   5. 89% of B2B buyers do online research before contacting a company, with an average of 7 to 9 searches on Google. (Google)
   6. 66% of BtoB marketing managers believe that content production is effective when this content is then distributed via various channels: social networks, blogs, public events...(Kapost)
   7. Leads generated via Inbound Marketing cost 61% less on average than qualified leads generated by traditional techniques (outbound marketing). (HubSpot)
   8. Leads that continue to be supported in a conversion funnel then spend 47% more than leads that have not been supported. (The Annuitas Group)
   9. Properly structured and executed inbound marketing techniques are 10 times more effective in terms of lead conversion than outbound marketing techniques. (Gartner)
   10. 34% of salespeople believe that prospecting is the most difficult task they have to perform. (Hubspot)

 So why adopt an Inbound Marketing strategy? Because that's what customers want and it's the best ROI for you!    

What is Inbound Marketing?

 Inbound Marketing consists of organizing a reverse flow, that is, creating the conditions to generate inbound contacts, leads. In response to the trends described in the first part of this article, it is about attracting customers to you. It is an approach that allows you to create contact in a less aggressive way and especially at the right time with the right person, which will make your commercial strategy more effective. 

In this approach, marketing has a more profound impact on the sales funnel. It's no longer limited to creating awareness and interest; it extends to intention and even evaluation, i.e., lead generation. It encourages prospects to take action, for example, through "call to action" buttons on a website.

We can clearly see that this marketing strategy opens up a wide range of actions that can also impact the internal organization of the company by bringing marketing and sales closer together.

A topic we will address several times, with a focus very soon on how to implement this strategy and the key points for being effective.

In the meantime, we invite you to follow the various articles that we will be offering on topics related to sales performance on this blog or via our newsletter (KESTIO Insights).

The webinar is an Inbound Marketing tool that has become essential today: through its audience and content, it generates numerous leads. Find out how in this webinar: