The goal of using an inbound marketing strategy for a B2B software company is to acquire and convert visitors into sales without going outbound.
The core principle of an inbound strategy is this:
Generate demand by providing value and educating visitors.
Source: http://inbound.anchorstl.com/inbound-marketing-statistics-2013/inbound-marketing-image/
Some people call it content marketing, blog marketing, etc. But all of them have the same core principle which is to educate users. Another way to put it is we are positioning ourselves as the authority in the field by educating the users.
Another similar strategy is email marketing where we send our leads a series of emails which brings down the buyer’s journey.
Here’s an example scenario:
- Awareness stage: “I have a sore throat, fever, and I’m aching all over. What’s wrong with me?”
- Consideration stage: “Aha! I have strep throat. What are my options for relieving or curing my symptoms?”
- Decision stage: “I can see a physician, ER, nurse or clinic. The ER costs $$$, but are the fastest and I have insurance.”
If this was an email marketing campaign, it would look like this:
- Optin: “Having a sore throat, fever, and aching all over? Find out what is it and how to cure it.”
- Email #1: Educating the user that what they are experiencing is a strep throat.
- Email #2: Solution number 1 – Go to a physician, nurse or clinic to cure a strep throat.
- Email #3: This will be your product pitch. “Instead of spending $500 on solution number 1, here’s a medication that will cure strep throat for $29.99 only.”
The 4 stages of an inbound marketing strategy
Source: https://yourdigitalresource.com/inbound-marketing-vs-outbound-marketing/
Stage 1: Attract