Social media is a critical channel for marketers in all industries. Whether its LinkedIn for B2B opportunities or Pinterest for visual storytelling, social platforms enable you to build a marketing strategy that connects with prospects where they spend their most time.
What do you do when you don’t have the names or e-mails of qualified prospects? While lead nurturing generally takes place after you have gathered this information, there are times when qualified prospects are coming to you before you know who they are or know how to reach them.
Recently, I handed over my email address to a sales technology company and much to my annoyance, my phone number, name of my company, title, and headcount – to download an e-book of “sumthin’ or other” (it was so memorable, I couldn’t tell you the details of what or why I opted in).
I know what you’re thinking. They meant to say Inbound Sales Certification in the title, not inbound marketing. This is a Sales blog article, after all. But there’s no typo in the title of this article.
Coined by HubSpot, the term “inbound marketing” describes a proven method of creating and sharing content that turns strangers into customers and promoters of your business. Below is a graphic HubSpot created to illustrate how inbound marketing works.
Inbound marketing is an alternative marketing strategy that works by inspiring potential clients to come to you on their own. Instead of constantly throwing advertising in the face of your prospects, you create and share content with a goal of drawing people and businesses in to your funnel.