For lean businesses in a hyper-competitive marketplace conventional sales and marketing tactics are failing to deliver. Outbound, interruptive campaigns which simply list product claims, features and benefits can be scattergun, and expensive.
They can attract exactly the wrong type of customer to your business, who end up simply being a drain on resource and a distraction from your goals.
An inbound marketing strategy, understands that a successful tech or SaaS product isn’t a collection of features and functionality, but, instead, an answer to a set of real commercial problems. And it understands customers facing those challenges are likely already searching for solutions to those problems independently and online.
Inbound helps you build a strategic programme of content creation that establishes your role as an expert resource for those ‘right fit’ customers. It’s a media mindset that brings customers to you as they seek out answers to their most pressing questions throughout their buyer journey. With a tailored content programme including blogs, video and podcasts, it can ensure your expertise is optimised for search and discovery by the people who matter most.
One thing is certain, in a world where tech and SaaS solutions can become undifferentiated and lost in the noise, marketers need to be exploring the strategies that maximise the impact of their spend and exert their influence in enduring ways.Read a technology case study
are finding more success with content marketing than a year ago (CMI)