In the realm of Internet marketing, inbound marketing techniques are king. Traditional consumers have grown immune to many outbound techniques. Pop-ups, emails and television commercials are ignored if their relevance is not immediately obvious. For B2B marketers, new trends revolve around research and more industry news.
B2B buyers are using the Internet for research and looking for content that is relevant to them. If you are sharing and generating that content, suddenly your website or social profile is an asset to the buyers. You are leading them into the sales funnel with information they care about. Instead of feeling pressured by a paid ad or other outbound technique, they have initiated first content on their own. This contact beings with social media or website traffic.
Inbound is beneficial for marketers as well
According to an infographic by Volitier Digital, inbound is cheaper and often more effective than outbound techniques. It also points out that inbound can be more enjoyable for the client and marketer, providing two-way communication and information that is educational and entertaining.
Outbound marketing is also changing as consumers take more control of the information they receive. Ditching direct mail, phone calls and pop-up ads for white papers, e-books and infographics is the best tactic.