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B2B Marketing – 7 Steps to Inbound Marketing Integration

Posted by John Hatton on 11-Sep-2014 17:29:00

90% of companies integrate their inbound marketing channels Ascend2 

Why? Because it’s the most effective way of engaging strangers and turning them into customers.

B2B marketing – 7 steps to inbound marketing integration

Rather than reaching out to prospects, inbound marketing entices them with informative and intriguing, gripping content. Companies love it. It costs less than traditional outbound marketing and returns higher quality leads. If you’re not involved yet, you should be.

That said, you can’t simply upload random blogs to the expansive maze of content that is the internet. The odds are, no one will find it. The key to inbound marketing success and SEO stardom is to have all of your marketing channels working together. So, whether you’re considering, or if you’ve already started inbound marketing, make sure you follow these seven steps to integration:

1) Align messaging across platforms: The purpose of inbound marketing is to attract customers to you – hence the name. Therefore, whether a prospect clicks through to a webpage, opens an email or visits your Twitter feed, give them a consistent message 

2) Determine goals: Creating an effective strategy and producing content are the most challenging obstacles to improving inbound marketing performance. You need to predetermine measurable, realistic, and time bound objectives. These give you a finish line to aim for. When you cross it, analyse how well the campaign worked and start the process again 

3) Plan: Inbound marketing integration is based on the whole being greater than the sum of its parts. Map out the content in advance – giving it a natural flow and making it easy for prospects to follow the journey 

4) Tailor content: Write with a person in mind. Create persona documents for each decision-maker you want to target. Think about them as you write, addressing pain points they encounter every day 

5) Blog: Original content created to generate inbound traffic is most effective when combined with search engine optimisation. Blogging is a vital tool for SEO. It will also engage your audience more casually than other marketing material and should include a call to action at the end. If a prospect fills out the contact form… hooray! You have their contact details and most importantly, you know they are interested in you 

6) Social media: Social media sites are all unique. Each one is a pathway to different customers. Buyer personas will establish who to target with each network 

7) Analysis: Assess what is generating leads and what isn’t throughout the campaign. At the end, write a comprehensive summary that you can refer back to for future projects. Keep using the channels that work and either update or remove those that don’t

Secrets to success 

In the digital age, integrating inbound marketing is a necessity. If you don’t have the resources to fully commit then consider outsourcing to an agency that specialises in inbound marketing. You won’t be the only one. According to Ascend2, the majority (58%) of companies outsource all or part of their inbound marketing campaigns. There’s no point having great content if it appears on page 23 of the Google results - no one will read it.

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Topics: B2B Inbound marketing, B2B marketing, Inbound marketing, B2B Marketing Agency, B2B Marketers, Marketing Agency