An easy-to-read overview of how Inbound Marketing is changing the way business is done.
This whitepaper explores the differences between the old and new ways of B2B Marketing, and then lays out the five practical steps to assist you in taking advantage of the new Inbound Marketing opportunities.
We explain concepts like Inbound vs Outbound Marketing, Permission vs Interruption Marketing, Sales and Marketing Automation (SAMA) , and Marketing 2.0 Analytics.
The catalyst for Marketing 2.0 is the amount of knowledge that is now freely available on the Internet for B2B buyers. Knowledge that shifts the power from seller to buyer. Traditional methods, such as Outbound or Interruption Marketing are no longer effective. The new model revolves around “permission-based” Inbound Marketing, and the capability of integrated Sales and Marketing Automation (SAMA).
The five practical steps to help your organization take advantage of the new Marketing 2.0 environment are:
1) Shift from Outbound to Inbound Marketing
2) Automate
3) Harness the power of Analytics
4) Participate in the Online Discussion
5) Make it easy to buy!
Here’s a short excerpt from the section entitled “What is Marketing 2.0?”:
“The first opportunity is to replace an inefficient marketing model with a more effective approach. Instead of the outbound technique, where you blast out advertising messages in the hope that someone will pay attention, the inbound model has prospective buyers seeking you out to gain information and insight. Seth Godin calls this a move from interruption marketing to permission marketing. Either way, the end result is more effective and efficient for both the buyer and the seller.
Inbound marketing attracts prospects to your website, since that is the easiest way for prospects to find you anytime and from anyplace. And, as the research shows, today’s business-to-business buyers overwhelmingly use the Internet as their primary tool for researching solutions to their business needs.
Your website, no longer just one of the elements of your marketing mix, becomes the central “clearing house” for all marketing efforts, both online and offline. Why? Because the digital nature of the Internet allows you to easily automate for speed and efficiency, track all traffic and activity, and capture data into one eCRM database.”
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