Why Inbound?

Imagine your sales people had automated and intelligent marketing support with every lead, every step of the way. Sounds great doesn’t it? With inbound marketing, it’s entirely possible.

Inbound marketing increases sales in four key ways

With so much noise in the marketplace and customers tuning out of traditional marketing methods, inbound marketing has fast become the most effective means for B2B Tech companies to quickly grow brand awareness, lead gen and sales.

Inbound marketing is an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive. Connecting the right content with the right audiences, at the right time, builds brand trust, gains buy-in and converts leads into customers, and customers into fully engaged promoters of your brand.

More quality leads:
it increases the number and quality of leads for your sales team to go after
Sales intelligence:
it tracks and evaluates every touch point a buyer has with your brand during their entire lifecycle, and prioritises that information for your sales team
Digital operations and automation:
it creates clear and efficient lead capturing, routing and nurturing workflows and sequences
Full funnel reporting:
it enables intelligent ROI data and attribution on every touch point and marketing campaign, including after hand over to sales and post sales. This enables real-time responsiveness to marketing activities and informs content investment decisions</

Why is it so great?

Customers qualify themselves
Inbound is highly effective as it enables your potential customers to qualify themselves when they make the decision to consume your content. Leads that have chosen to engage with your brand, will always be higher-value leads than those that have not.

Improve ROI of content
Many companies invest a great deal in creating content, as they recognise the benefits of this approach, and having exceptional content is a good place to start. However, it’s knowing what to do with your content that counts. As part of a complete inbound marketing strategy, your content has the power to supercharge your sales pipeline and grow your technology business, but only if it’s included in a wider inbound marketing approach.

Data-driven marketing approach
By opting for inbound, your business is opting for a shift toward a responsive, data-driven marketing method that will improve your digital presence and execution, address marketing operational concerns, and improve brand equity, reach, and impact with clearly defined and segmented audiences.

GDPR compliance
Think privacy by design. Unlike interruptive marketing methods which demand people’s attention, inbound marketing is a “permission marketing” approach, where you earn the consent of the individuals you market to. Marketing technology, such as Hubspot, supports inbound approaches making it simple to implement data protection policies, ask for double opt-in consent, and correctly track and handle data in your CRM to comply with GDPR.

Don’t forget, severe penalties await those who fail to adhere to GDPR – you’ve been warned!

Radial Path
Radial Path

Five Key Areas in our Inbound Methodology

Content Creation & Distribution
We create targeted content that answers prospects’ and customers’ basic questions and needs, then share that content far and wide.
Lifecycle Marketing
Promoters don’t just materialise out of thin air: they start off as strangers, visitors, contacts, and customers. We apply specific marketing actions and tools, at the various touch points in a customer journey, that help to transform those strangers into customers, and those customers into promoters of your brand.
We tailor content to the wants and needs of the people who are viewing it. As we learn more about your leads over time, we can better personalise your messages to their specific needs.
Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you. That’s why we approach inbound marketing from many angles and make sure it aligns with wider business and marketing strategies identified in the discovery stages.
We combine content creation, publishing and analytics tools allowing us to focus on publishing the right content in the right place at the right time.

Sound good? Let's Talk! Book a Free Inbound Marketing Consultation

Follow Radial Path on Instagram @radial_path_marketing