Marketing in itself has become the most important component of the infrastructure and strategy of B2B technology firms.  Simply put, if you’re not investing your marketing dollars wisely, your company won’t grow.

Inbound Marketing

Inbound marketing is about attracting prospects to your brand by creating and promoting marketing content that addresses a need or helps a potential customer solve a problem. The key to effective inbound marketing is to place the content you create in locations where your ideal customers are likely to find it when they have a need. The premise behind inbound marketing is that if you are offering your audience the right content, they will find you through search, social media and word of mouth. Inbound marketing includes blogging, content creation, search engine optimization (SEO), search engine marketing (SEM), and social media engagement. Although inbound marketing is effective for prospects already searching for answers, it is only effective if it’s based on a customer-centric marketing strategy.

Outbound Marketing

Outbound marketing targets a very specific audience and reaches out to them directly. With outbound tactics, your brand initiates the conversation instead of the customer. Examples of outbound marketing techniques include teleprospecting, direct mail, email campaigns, events and traditional advertising. Outbound strategies can improve the effectiveness of a marketing program if they are centered around the target customers and tightly integrated with the inbound content strategy.

Account Based Marketing

ABM is a proven way for B2B marketers to align more with sales and build personalized campaigns targeted to specific accounts that will end up bringing revenue. It is not intended to replace mass marketing initiatives, but ABM is the next level of B2B marketing that will help drive organizations toward clear ROI and measurable sales results based on marketing campaigns and sales integration.

Marketing Technology

Marketing automation platforms such as HubSpot and SharpSpring have greatly increased the efficiency of marketing campaigns through the use of content creation, distribution and email tools.  Being able to automate responses to marketing triggers greatly reduces the manpower needed to qualify and nurture leads.  Additionally, having access to detailed analytics that can measure any aspect of a campaign allows for greater A/B testing and for marketers to better identify which tactics are working best.

When you put all of these together, you end up with a true multi-channel growth marketing strategy that will drive revenue and increase ROI.  Click below to uncover your key opportunities for growth.