Inbound Marketing Age

Before the digital age, it was tough to get an idea of what your competitors were up to. You might be able to glean some facts from their brochures, press releases, seminars, shareholder briefings, or by posing as a customer and get a handle on their pricing structure.

But if a company played its cards close to its chest, then their marketing strategy, strengths and weaknesses and business intentions would have been hard to fathom. This often meant that you could find yourself rapidly outmanoeuvred by their product launches and better pricing.

Planning your marketing strategy when you don’t have all the facts is, at best risky, and at worst disastrous.

In an age of content fatigue, we’re becoming less tolerant of intrusive and interruptive marketing.

Cold calls, spam emails and TV ads can all be blocked at the click of a button, and the power is truly back in the hands of the consumer.

When we have a problem or a question, we set up our chosen device and begin the quest for content.

We flick from article to article, blog to blog, white paper to ebook, trying to find the answer we’re looking for.

We choose where to go next, and who to give our precious information to in exchange for more content. We're completely in control.

Making the switch from traditional marketing methods to an inbound marketing approach isn’t easy. There is a lot of work that needs to happen upfront to build your inbound strategy so you get the most from your investment.

The best brands represent everything the company stands for. Your brand is central to your value proposition. And to differentiate yourself from competitors, you need to build a strong consensus around your brand expression.

A comprehensive study by Edelman in association with LinkedIn has revealed the importance of thought leadership to B2B demand generation.

The research discovered that it actually has an impact on every stage of the buying process.

Significantly, they also found that creating poor thought leadership content has a negative impact.

The definition of thought leadership

What defines thought leadership content?

It’s generally considered to be writing about the bigger issues facing your audience. It could be forward-looking, or research-based. It looks beyond the day-to-day issues and considers the impact of the longer term, or the wider environment.

‘Content shock’ is real. And it’s happening faster than we think.

We’re reaching a point where the volume of online content is outweighing our human capacity to consume it. The rate at which content is being produced and published is doubling every nine to 24 months. And as a result, organic visibility is suffering.

Allegedly, 60% of content is dull and irrelevant to readers. And every content marketer is at risk of suffering from content fatigue if they fail to produce sturdy, sustainable content.

So what can you do to future-proof your content?

Marketing is often seen as getting your message out to the maximum number of people, which seems logical. Surely, it follows that the more people you reach, the more prospects you should get, and therefore the more sales you will make?

Certainly in the B2C arena, this strategy can pay dividends with mass market products.

But there are a number of reasons why a different approach needs to be taken for B2B marketing. Products are more niche, so mass broadcast is not practical or cost effective. And the truth is, that in order for many small to mid-sized B2B companies to succeed, they don’t actually need thousands of leads; what they really need is a reasonable number of high value clients.

Effective content is the key to inbound marketing, and crafting effective content relies on creativity. 

Creativity can transform a piece of writing into compelling content that captures people's hearts and minds; content that has the power to sway the decisions of prospects.

But equally important is having a solid structure in place for producing content.

In fact, structure enables creativity. Structure creates opportunities. Creativity allows those opportunities to evolve, and thrive.

A structured content creation process is the backbone of a successful content marketing strategy. 

Content creation should involve four distinct stages, according to HubSpot.

We know that the key to success as a SaaS business is to reduce churn by retaining existing customers. SaaS is different to many other products and services in that it has a closer relationship with its users, over a longer period of time. So, more so than for many companies, whose marketing revolves around understanding new customers in order to serve appropriate content and gain leads, SaaS is also about understanding existing customers.

This duality makes the job of the SaaS marketer both more difficult and yet at the same easier. More difficult, because there are potentially two sets of people to understand and market to. Easier, because the level of contact with customers/users over a period of time means there is more data on existing customers. This should allow for a greater understanding of their needs and therefore, by extension, potentially make it easier to predict what new customers are looking for too.

Online surveys are a form of quantitative research and are used to collect data to measure trends in behaviours, attitudes, or preferences. In B2B research, online surveys can have a multitude of uses. They may be used to measure customer satisfaction, understand buyer’s purchasing behaviours, identify the ideal target market for a new product or service, or explore industry trends – just to name a few.

In this blog post we highlight seven things to think about when running an online survey for B2B.

Qualitative research is used to gain insights into people’s attitudes and opinions and understand the reasons behind them. In other words, it’s about exploring not just what people think but why they think it.

Inbound marketing is a labour-intensive exercise. When done well that is. Success or failure lies in the marketing mix and your ability to pull the right levers at the right time. And the levers and the pressure you apply will always differ dependent on your particular circumstance. And, of course, the situations impacting your customers.