Attracting qualified leads with the Inbound Marketing Methodology
Posted: Thu Dec 05, 2024 4:54 am
Image maximizes your Inbound methodology
5/5 - (3 votes)
Any professional with minimal or basic knowledge of Inbound marketing knows that the ultimate goal is to attract qualified leads .
We often talk about filling the sales funnel with qualified leads, as if Inbound marketing were a machine or an automated process that converted the constant traffic of users or leads into a predictive tool for how many will become customers. If everything were that simple! it would be different, but since it is not, it will be necessary to have a methodology in the purchase cycle to be successful in attracting, interacting with and delighting ideal customers.
Inbound marketing is neither simple nor easy, but it is not science fiction or squaring the circle. It is about creating and implementing processes that take advantage of the tools we have available to us to manage contacts and their activities effectively.
Page Contents
1. Inbound Marketing Methodology
1.1 Attract
1.2 Convert
1.3 Close
1.4 Delight
2. Qualification and Lead Scoring
3. Sales Qualified Leads (SQL)
1. Inbound Marketing Methodology
Before we get into the Inbound marketing process, let's review how attracting qualified leads works as an important part of the Inbound marketing methodology:
New call to action
1.1 Attract
We must use the right type of content to attract the right buyer profile to our site, at the right time.
In this attraction phase it is very important to define the profile of the type of client you want to attract.
The attraction phase is based on writing articles on interesting topics that provide value, maintaining a commitment to social networks and helping our potential clients find us with searches that interest them. To do this, it will be necessary to carry out keyword studies and offer relevant content.
The key here is to capture as much traffic as possible, from clients who are really interested in what we offer, both in the content and materials that we have prepared for them.
In this post we give you some tips for good content marketing .
1.2 Convert
Once the user matches the profile we are looking for and has arrived at our website, we have attracted them, we must lead them towards content offers that offer added value (a white paper, a video...) and that lead them to fill out a form to obtain this added value. As soon as we have their information, they become potential customers for your company.
From here, we can start working with them through strategically timed follow-up emails, a phone call, or a meeting request. We should track each interaction in our CRM or marketing automation software, such as the Inbound Marketing platform HubSpot .
1.3 Close
When a user converts, they become part of your lead database .
This is the fun part where we transform these leads into customers through proper nurturing and effective sales tactics that leverage all the knowledge we’ve acquired throughout their buyer journey . To get to this point, it’s necessary to build trust from the first moment users discover our content.
The goal is to ensure that the majority of users end up becoming customers.
1.4 Delight
We must continue to engage our customers after the sale and continue to nurture them with relevant content, emails, follow-up calls, and other digital marketing techniques .
To do this, a relationship must be developed to maintain the trust we have established. A satisfied customer can be our biggest advocate and become a lead generating machine by becoming a promoter of our company through their contacts, both online and offline through social networks.
With these stages of the buyer's journey in mind, here are some ideas on how to evaluate and process your potential clients.
Download the guide "How to get leads"
2. Qualification and Lead Scoring
There are many ways to look at this first part of the process. Regardless of how you do it, the goal is to separate the wheat from the chaff, or in other words, the MQLs (Marketing Qualified Leads) from the leads that have no value and will not become customers.
Sales and marketing managers will be the ones to decide how important the lead is, and what qualification to give to the lead obtained. Defining the quality of the lead obtained is often ba cambodia telegram sed on the criteria used to develop their buyer persona:
Number of employees
Annual billing
Specific sectors
Professional profile of the contact
Annual advertising investment
Geographic area…
The level of engagement with the lead is an assessment that must be based on observed behaviors: frequency of visits to the site, number of pages viewed and direct requests for information or demos.
Simply put, lead attraction identifies those prospects who could become big customers, while engagement level tells us if they are ready to be customers or if we still need to nurture them further.
Lead attraction and engagement should be viewed as different states. Attraction is a relative and constant measure over time (they are or are not ideal buyers).
Engagement, on the other hand, is dynamic and time-sensitive and can change. For example, leads who may have a low level of engagement today could have a high level of engagement in 90 days or in 6 months or perhaps in a year when the situation may change.
In some industries, for example, B2C consumer companies, the conversion time from a lead to a buyer can be relatively short. In this post we tell you much more about Inbound marketing for the Industrial sector.
In contrast, purchasing processes in B2B sectors can be long-term and take a long time to reach a decision.
When making a decision from a business to a B2B, we must systematically gather all the information based on the stages that our specific industry requires. Experience is especially important and a very important part of qualifying these potential clients.
Lead Scoring? Yes. Lead scoring is something that is done as a way to prioritize MQLs. Qualifying them will become necessary as we get more visitors to our site and our traffic grows. Consequently, so will the number of MQLs, which will inevitably force our sales team to identify and classify the best and most qualified leads within the group of contacts acquired, discarding those that are not worth it.
5/5 - (3 votes)
Any professional with minimal or basic knowledge of Inbound marketing knows that the ultimate goal is to attract qualified leads .
We often talk about filling the sales funnel with qualified leads, as if Inbound marketing were a machine or an automated process that converted the constant traffic of users or leads into a predictive tool for how many will become customers. If everything were that simple! it would be different, but since it is not, it will be necessary to have a methodology in the purchase cycle to be successful in attracting, interacting with and delighting ideal customers.
Inbound marketing is neither simple nor easy, but it is not science fiction or squaring the circle. It is about creating and implementing processes that take advantage of the tools we have available to us to manage contacts and their activities effectively.
Page Contents
1. Inbound Marketing Methodology
1.1 Attract
1.2 Convert
1.3 Close
1.4 Delight
2. Qualification and Lead Scoring
3. Sales Qualified Leads (SQL)
1. Inbound Marketing Methodology
Before we get into the Inbound marketing process, let's review how attracting qualified leads works as an important part of the Inbound marketing methodology:
New call to action
1.1 Attract
We must use the right type of content to attract the right buyer profile to our site, at the right time.
In this attraction phase it is very important to define the profile of the type of client you want to attract.
The attraction phase is based on writing articles on interesting topics that provide value, maintaining a commitment to social networks and helping our potential clients find us with searches that interest them. To do this, it will be necessary to carry out keyword studies and offer relevant content.
The key here is to capture as much traffic as possible, from clients who are really interested in what we offer, both in the content and materials that we have prepared for them.
In this post we give you some tips for good content marketing .
1.2 Convert
Once the user matches the profile we are looking for and has arrived at our website, we have attracted them, we must lead them towards content offers that offer added value (a white paper, a video...) and that lead them to fill out a form to obtain this added value. As soon as we have their information, they become potential customers for your company.
From here, we can start working with them through strategically timed follow-up emails, a phone call, or a meeting request. We should track each interaction in our CRM or marketing automation software, such as the Inbound Marketing platform HubSpot .
1.3 Close
When a user converts, they become part of your lead database .
This is the fun part where we transform these leads into customers through proper nurturing and effective sales tactics that leverage all the knowledge we’ve acquired throughout their buyer journey . To get to this point, it’s necessary to build trust from the first moment users discover our content.
The goal is to ensure that the majority of users end up becoming customers.
1.4 Delight
We must continue to engage our customers after the sale and continue to nurture them with relevant content, emails, follow-up calls, and other digital marketing techniques .
To do this, a relationship must be developed to maintain the trust we have established. A satisfied customer can be our biggest advocate and become a lead generating machine by becoming a promoter of our company through their contacts, both online and offline through social networks.
With these stages of the buyer's journey in mind, here are some ideas on how to evaluate and process your potential clients.
Download the guide "How to get leads"
2. Qualification and Lead Scoring
There are many ways to look at this first part of the process. Regardless of how you do it, the goal is to separate the wheat from the chaff, or in other words, the MQLs (Marketing Qualified Leads) from the leads that have no value and will not become customers.
Sales and marketing managers will be the ones to decide how important the lead is, and what qualification to give to the lead obtained. Defining the quality of the lead obtained is often ba cambodia telegram sed on the criteria used to develop their buyer persona:
Number of employees
Annual billing
Specific sectors
Professional profile of the contact
Annual advertising investment
Geographic area…
The level of engagement with the lead is an assessment that must be based on observed behaviors: frequency of visits to the site, number of pages viewed and direct requests for information or demos.
Simply put, lead attraction identifies those prospects who could become big customers, while engagement level tells us if they are ready to be customers or if we still need to nurture them further.
Lead attraction and engagement should be viewed as different states. Attraction is a relative and constant measure over time (they are or are not ideal buyers).
Engagement, on the other hand, is dynamic and time-sensitive and can change. For example, leads who may have a low level of engagement today could have a high level of engagement in 90 days or in 6 months or perhaps in a year when the situation may change.
In some industries, for example, B2C consumer companies, the conversion time from a lead to a buyer can be relatively short. In this post we tell you much more about Inbound marketing for the Industrial sector.
In contrast, purchasing processes in B2B sectors can be long-term and take a long time to reach a decision.
When making a decision from a business to a B2B, we must systematically gather all the information based on the stages that our specific industry requires. Experience is especially important and a very important part of qualifying these potential clients.
Lead Scoring? Yes. Lead scoring is something that is done as a way to prioritize MQLs. Qualifying them will become necessary as we get more visitors to our site and our traffic grows. Consequently, so will the number of MQLs, which will inevitably force our sales team to identify and classify the best and most qualified leads within the group of contacts acquired, discarding those that are not worth it.