No purchase is made without a Google search: in fact, it is more than 71% of B2B customers who start their product investigation by Google search engine on the internet (Think with Google, 2015) . To grow B2B sales deals and accelerate your business development, you can no longer ignore the possibilities of the internet and digital in your acquisition strategy.
With internet, B2B sales development has therefore completely changed paradigm as most traditional industries are struggling to follow the trend and change their business processes. Is it your case ? You should know that this delay can become a real opportunity for your business: Inbound marketing will allow you to activate several new levers and will bring you a large number of customers that you have not yet managed to reach.
In addition, the flow of data, abundant on the Internet, offers opportunities that are still underexploited by traditional industrial sectors. Digital technology has brought new, more effective (and measurable) techniques and tools to drive your business development: instead of going to prospect the customer, it is now a question of attracting customers by offering high-added value content. (Inbound marketing).
The Inbound methodology revolves around 3 stages: Attract your target audience, Interact with it, and Retain your customers. Today, it is establishing itself as an effective and reliable business development strategy. It consists of driving the transformation of strangers into prospects, then into customers and ideally into promoters.
For the first step, namely, attracting your audience, showcase sites are not enough. Indeed, these, which were only used to have an online presence and inform your contacts about your products, are now replaced by conversion websites. Today's websites are optimized to move buyers forward in their purchasing journey and in your conversion tunnel (from prospect to customer).
Here are 3 tips to optimize your website for conversion:
However, optimizing your site is useless if you do not yet attract qualified prospects (or leads) who click on your action buttons: to get there, you will need to create high value-added content (lead magnets). This content (blog articles, white papers, webinars ...) will be both a way to position yourself as an expert on your subject and an effective way to arouse the interest of your prospects. It is important that this content is optimized to rise in the first results of search engines: this is possible thanks to SEO (Search Engine Optimization).
In addition to improving the performance of your website for conversion, inbound marketing automates a number of tasks previously performed manually by the salesperson, this is called marketing automation. Thus, coupled with a CRM (Customer Relationship Management) tool, the website becomes a powerful lever for growth.
Inbound marketing upstream of the sales funnel automates maturation to purchase by qualifying prospects: they go from qualified prospects to customers and then to promoters, thanks to a number of actions automated by the CRM. Much of your business development strategy can be automated.
This can correspond to:
From the start, to set up an inbound marketing strategy and to structure your business development, you will need to rely on the best tool. The HubSpot CRM tool is incredibly powerful while remaining accessible and intuitive to use. The tool appears today as the reference tool for setting up an inbound strategy within marketing and sales departments.
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Inbound marketing does not only accelerate your sales and your development, it energizes your entire way of doing business and marketing. What are the benefits for your company and your employees?
Inbound is a holistic approach that will greatly impact your salespeople and their ways of working! Sales teams who have embraced digitization benefit from the invaluable contribution it makes to increasing their turnover.
The implementation of inbound will have positive results in commercial terms but also in terms of reputation. Here are some of the benefits you can get:
Whether or not you have heard of inbound marketing to accelerate your business development, it is urgent to put in place an inbound digital marketing strategy to grow your B2B sales.
Hubspot is an excellent tool for building this strategy, structuring your marketing processes and increasing your sales performance.
Building an effective inbound strategy from scratch is no easy task: as seen in our article, there are a lot of new techniques around business development to learn and setting up a tool like Hubspot can seem a bit difficult . You will save precious time by being supported by specialized marketing agencies like Pack2B who know the best practices for your sector.