Passive Lead Generation with Active Inbound Marketing

A company’s sales efforts are often based partially or even entirely on leads. Leads can be acquired in various ways, but some methods are more effective and economical than others.

Inbound marketing is, at least in theory, more effective and economical. While it can be done in many different ways and with various resources, the results are generally quite good concerning the resources invested.

Inbound marketing involves creating and making available content that attracts customers. This way, they can explore marketing material at a time they choose. The assumption is that this method helps the marketing message reach a potential customer more effectively. Engaging material is the key to success.

Inbound marketing material must be attractive. It can help a prospect solve a problem at its best, creating a positive impression. Simultaneously, inbound material provides an example of how the company operates. If your company’s operating model is challenging to describe, this can be an excellent way to showcase it at the beginning of the buyer’s journey.

In theory, inbound material can be almost anything as long as it adds some value. It could be, for example:

  • Research/whitepaper
  • Guidance
  • Trial usage
  • Document template
  • Video material, such as webinars
  • Simple tool

Inbound marketing can also be highly informative content on the website. For example, in an online store, inbound marketing would include excellent product descriptions and feature listings. Additionally, with current technologies, it’s possible to provide visitors with more relevant search results or product recommendations.

What to do with acquired leads

In B2B marketing, the main goal is usually lead generation. Inbound marketing can multiply this, which may lead to a new problem: what to do with all the inbound leads?

Handling small numbers of leads manually one by one is relatively easy when they trickle in. However, the likelihood of errors and forgetfulness increases as the quantities increase. At this point, automation for inbound leads comes into play. Various tools can manage leads, but CRMs and marketing automation platforms are the most common. These usually have features for automation, allowing for automated email sending, adding leads to the sales pipeline, and placing them on the contact list for the right person. Monitoring results also becomes relevant at this stage.

Active inbound marketing

While inbound marketing is passive, success in it requires some activity. Updating marketing materials is crucial, as is monitoring their performance. Material that doesn’t interest anyone should not be kept available. Personally, I would focus on the quality of inbound materials before quantity.

However, eager markets should avoid excessive tweaking. Material can be improved and updated over time, but the presented information should be error-free. By active inbound marketing, I simply mean that the same materials shouldn’t linger on the website year after year without significant results. The goal is to provide some value to a potential customer, and if they don’t perceive that, they’re unlikely to explore the material you’ve created out of goodwill.

Feel free to dive into inbound marketing, keeping the following tips in mind:

  • Prepare marketing material that adds value
  • Allow time for results to accumulate
  • Be willing to let go of material that has required a lot of effort
  • Implement proper inbound lead automation
  • Remember to market the material you’ve created.

Also read:

40 Expert Tips to Boost Your B2B Content Marketing

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