Inbound marketing: what it is and how it works for B2B companies

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Inbound marketing encompasses a series of methods and processes whose goal is to attract leads and convert these leads into loyal customers. Potential customers are therefore the ones who contact the company to request its services or make an enquiry. It is about attracting and not pushing, which means cost savings and the creation of a more solid brand image that conveys greater transparency.

And how is all this achieved? With valuable america cell phone number list information for the customer through various channels and at different stages. As the great American writer CJ Cherryh said: “merchandise sits in the warehouse until information moves it.”

Industrial marketing and inbound methodology, destined to be together
The inbound methodology fits like a glove to the needs of industrial marketing , including:



It takes into account that the product/service to be sold is expensive and complex, so the customer will never buy “on the spot”. They need more detailed information, offered in several layers, from an initial educational approach to more technical information sheets.


It is a methodology that includes several clearly differentiated phases, which correspond to the long decision times involved in B2B operations.
It takes into account the different actors that influence the purchasing decision. It must be remembered that when we sell B2B services, we are not selling to an abstract entity, but to various professionals in the company from different departments with different profiles and knowledge.