It’s hard to refute how important inbound marketing has been in shaping the modern marketing industry.
In the last few years, marketers have fundamentally shifted the way we approach our marketing campaigns, the way we approach potential buyers, and the way we build customer relationships. With the number of leads generated on the rise and cost per lead on the decline, it’s hard to argue with the results of this shift.
But sales and marketing success requires more than inbound alone. Inbound marketing is just one part of a successful marketing strategy. Without the support of marketing automation, it becomes a real challenge to turn your inbound efforts into real revenue.
That’s why we’ve created our newest eBook, The Guide to Inbound & Automation. The eBook provides a detailed look at how marketers can successfully create and implement inbound marketing in their own organizations, and they can tie this new strategy to existing technologies like marketing automation to extend the reach and impact of campaigns even further.
To give you a taste of this new eBook, we’ve included a short preview below. You can download your own copy for free to read the full eBook.
Where Inbound Falls Short
Inbound marketing is a highly effective strategy, but in isolation, it often falls short for B2B companies. Two of the most critical limitations are:
Inbound alone does not move prospects through the funnel. Inbound marketing is a great way to attract and educate leads, helping you fill the top of your sales funnel. However, inbound is less applicable to leads that are already in your sales funnel and need to be moved through the funnel to close. To move leads to close requires much of the same relevant content, but a slightly different approach: one focused on lead nurturing and sales.
Inbound does not close deals. Similar to the point above, inbound marketing will not help you sign clients on its own. Sales reps will always be a crucial part of any sales process and it takes a lot of time and effort for them to close deals. Your inbound marketing needs to be a feeder system to keep your sales funnel stocked up with viable prospects.
These can be detrimental limitations for modern marketing departments that are under more pressure than ever before to generate revenue and real business results. So how can you shore up these weak points to make inbound part of a larger marketing machine? With marketing automation!
Marketing Automation takes the top of funnel leads created through your inbound marketing efforts and moves them through the rest of the funnel with lead nurturing and the involvement of your sales team.