What Is Inbound Marketing and Why Is It Important?

By Stephanie Carrillo, Senior Marketing Consultant at Heinz Marketing
The inbound methodology is creating and distributing content utilizing marketing channels like organic search, social media, blogging, lead nurturing, and live chat, to name a few. Inbound marketing focuses on providing content to the buying committee responsible for making a purchase decision for your services or product. The range typically includes from educational pieces to thought leadership to analysis reports in which people are searching to solve a given business problem.
Why is Inbound Marketing important to B2B marketing? Because most people, when trying to solve a business problem, start by researching online.
By providing high-value content, they will exchange their contact information for obtaining the relevant content piece like an industry whitepaper. New contacts feed your sales funnel. Your inbound marketing strategy will continue to nurture this lead until they become a sales opportunity, and your sales team can close the deal.
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