Inbound marketing is underpinned by a successful content marketing strategy to create quality content that pulls people towards your company and your products and services. It aligns your content strategy with your customers’ interests, and brings inbound traffic to your website that you can nurture into your new customers.
Using dynamic content and carefully constructed workflows, your content guides your prospective customers down a clear path towards more information about the products and services they’re genuinely interested in. Once they reach the point where they are ready to buy, you’ve got a warm, pre-qualified lead that your sales team is really going to enjoy calling.
MANAGE, MONITOR, MEASURE
Through a fully integrated inbound platform, you’ll be able to manage all your content and distribution techniques. Email your newly acquired leads, create compelling calls to action, capture data through simple yet dynamic forms, and create landing pages with clear instructions.
Monitor your leads’ progress through the buyer journey with lead scoring and automated nurturing programmes. Measure the success of your campaign as a whole, or the individual elements, to see which parts are working best to help you achieve your goals. Then adjust your campaigns as necessary.
FULLY INTEGRATED MARKETING
Think about the different elements of an online campaign. You’ve got emails, data lists, landing pages, calls to action, forms, content, social… each is likely to have its own platform. It’s likely though that you’ll have to export data from each platform and manipulate it to match up to other data exports before you get around to producing a formatted report to deliver to your senior management team. After all, it’s this report that determines the perceived success of a campaign, and that of your marketing team.
The next hurdle is getting your marketing team and sales team to align in their efforts. Too often, a campaign will be a success in marketing terms, but in sales terms, all they get is a lead.
What if your systems could bring together marketing and sales, sharing information between the two teams? Your sales team can see each lead’s first point of contact, their first point of conversion, their entire journey of content engagement. Your sales team will know their contact information, preferences, and which products and services they’re really interested in.
Marketing and sales working together to achieve the overriding company objective of a more efficient, more profitable sales operation? Absolutely.