Inbound Marketing is a word you have certainly heard before, and something that many people talk about, and even more think they do.

However, only a few do it right and for them it is with great success!


Inbound is in its purest simplicity about creating content that hits the right target group and people, where your company is the right match.

By having set the right target audience, you have a significantly better chance of leading them completely from unknown to customer. It also makes the work from marketing, to sales, to service significantly better - as all parties are familiar with the target group and the ideal customer for you company.





Your company sells special equipment for the cleaning industry.

For 9 out of 10 companies, they will launch a campaign to become visible on Facebook, LinkedIn and via Google advertising and attract traffic. But the target audience you are hitting now can only be cut down to a certain part, where for those who hit the ad and click to your website receive bad messages as well as your relevance is at the bottom. It usually ends up costing you an incredible amount of money, without getting any real benefit from that advertising.


There is of course a "Contact us" button at the bottom of your page, but when you look closer at your data, you can see that only 15-25% reach down to it. All of these things change with inbound marketing strategy, as that as a whole we will think the journey into; Attract - Engage - Joy.

Instead, take an analytical approach by looking back and seeing who your customers have been over the past two years, what people, what geographic location, and what audiences they target.


With that bag of knowledge, you start by determining the target audiences that are exactly the match to what you already know that gained you customers. (If you do not have the data, my advice is always to look back to the start of the company and ask “Who was this product intended for” and from there build a target group).


When this is combined with the data you have in your CRM system, you will have the opportunity to create a tailored campaign that is more personal as needed, is much better at collecting leads and they are far more receptive to the subsequent contact you makes via marketing automation.


From there, work begins on describing content that may attract potential leads.

All landing pages are made with the idea of ​​"Growth Driven Design".

You can read a lot more about this here, but in short - you need to set your mindset that the page is created to collect leads, have at least 3 CTAs on the page and be written for an audience. (But you already know that from before).


Already here, you can launch ads and your content will perform better than the example at the top.

And believe me! .. I have made 100s ofpages landing, and just putting his head on one target audience changes the result significantly!




What is the method behind Inbound Marketing?

Inbound marketing consists of a 3-legged journey for the potential customer.

It's about attraction, commitment and last but not least, it's obviously about giving them a good experience. The good experience and the way you work with it is no different than it has been the last 10-15 years. It is about giving the potential customer more than he / she expects. The way to do this is to give out knowledge and definitely not withhold knowledge because the seller thinks - that it is their only option to get the country a meeting.


One thing can be guaranteed by using inbound marketing, and that is that the meetings will probably come if the target group, strategy and knowledge are released. But now remember that the whole of Denmark, the Nordic countries or the world does not know that exactly you have this expert knowledge within this industry-specific area. So the only way they can come out with the message is by defining the different sections of knowledge that are exactly industry specific for your business and the target audience out there to hit. So let’s dive into the three branches of the Inbound Methodology.


It is about attracting the right match of potential leads and being shown that you are the expert in the given area you may work in as a company.

In order to reach your target audience, it is important to get a lot of good content written and published. This content can be created as a blog, landing pages, a special offer or via social media including LinkedIn, Facebook etc.


Before this content work begins, it is important to compare the strategy with the target audience and the persona and SEO strategy obviously make a mark on which keyword terms you need to remember. Another important point is to see what your target group asks of questions and how exactly that your product can not solve a headache that the user behind the screen experiences.


Once the right strategy is chosen and your content many of the issues that the target audience is looking for, I will Google most often give you credit for this by giving you SERP.


We often see that customers out there who do not answer industry specific questions, end up achieving this after 6-9 months subsequently increase by 45-55% in organic traffic simply by having set themselves the goal of answering questions with their knowledge and their content.


Now that you reach the right audience, you also have a much easier time converting potential leads into a meeting, because your product already matches their needs. So for the Marketing team, now the work begins with pitching what exactly your business can. The best channels for this purpose are, among others. email marketing, live chat, segmented social posts, re-marketing via paid advertising or on the website where you deliver dynamic content according to who the visitor is.


This is also where the journey from marketing working with leads to the sales team working with them is significantly shorter! This whole journey has become shorter for marketing for sale, because you share the same core of knowledge via CRM. Exactly the knowledge you have worked with in marketing is also available to the salesperson right at his fingertips. So for the salesperson, marketing has made it a fun journey to be able to start a dedicated and personal relationship with the perhaps future customer.


For hey! .. You have almost told the sales department how many tanks are behind the enemy line.


All that knowledge you have gathered for the sales department because the potential customer may have picked up a whitepaper about a product in the seller. Which pages have been visited and it may also be that you have a calculatorwhere your lead e.g. can see how much more their factory can run with your ball bearings, compared to conventional ball bearings.


All this data is right at the seller's feet!


So either your lead score comes and the seller tells you that the marketing has worked with through the various channels, now the contact describes as a hot lead that is ready for sale. It can also happen that the sales department has their weekly review of potential new leads and they therefore select individuals to reach out to. Yes there is actually nothing that stops them / you to help and the growth of your business.

For remember! After all, marketing has removed sales from the seller and made him more of a service to the potential lead.

Marketing and Sales has now met all the requirements and the potential lead became a customer. This is the last leg of the inbound strategy and it is now important to continue to please all your customers.


The foundation for this has not changed in any way, and it is still about providing knowledge and thereby strengthening your place in the market. You probably know the saying - "The best sales come from word of mouth" and you achieve it best by having your current customers have something to say to their network.


With a world where customer service is expected to be available 24/7, it has never been more important than now to have a system that can take all the information available in your business and reach out with it at the right time. This must be both a mix of a knowledge base that can be searched in, chat flows that can give a relevant answer or lead the contact in the right direction, or quick and easy forms that can be filled out so that you know that your problems are taken care of.


Once this is achieved, it will see a significant dropout rate on your customers and a marked increase in LTV.





How to build a shopping trip with Inbound?


Every single interaction your lead has with your company must be tailored to the stage of the buying journey he / she is in. And the buying journey is not the one from Marketing to the sales department, but it is the active process that we all go through until we make a buy as e.g. to search the market for solutions that can eliminate one's problem or match prices. Knowing the buying journey for your persona will be the key to creating the best possible content so that marketing does not grope blindly and consume hours on topics in which leads are not interested. 


You certainly know the classic funnel, but instead of talking about the top, middle, or bottom of the funnel, the shopping journey consists of three phases: the consciousness phase, the consideration phase, and the decision phase.

These illustrate the experiences your potential customers are going through.


If you are thinking "We do not need to spend so much time on this", then unfortunately I have to put on my consultant hat and say "Then we can not help you". Because everyone has gone through the shopping journey and you're actually going through it right now, right? This blog post is written with the same premises that I am explaining to you right now and I will explain what place in the shopping journey I think you are, further down in the article. :)


But we are out chasing the path you take when you have a problem to solve. Right from researching possible solutions to buying one.



The awareness stage is when your potential customer experiences and expresses the pattern of a problem or opportunity. They do research on Google, linkedin or something completely third to understand, locate or be able to describe their problem more clearly.


The consideration phase is when a lead has now clearly defined and can describe their problem as well as desires for solution. There is now more talk about being able to put a "check" on whether the possible purchase can solve the problem with more and how it affects their daily lives.


The decision phase is when the potential customer has made a decision that a purchase should be made. Solutions to the problems from the consciousness stage have been found and the consideration phase has clearly defined which solutions can remove their problems and questions. A list has been drawn up of potential suppliers, budget and which products must be lifted in order for their strategy to be implemented. You may find that the first point of contact may already be now, but no matter what, you need to be ready to take the contact from leads in the earlier stages.


Once you have familiarized yourself with personas for buyers and their buying journey, it's time for inbound marketing.


As previously mentioned in this blog post, it's about creating great content tailored to the shopping journey and persona - so you stand out from the competition.


Now I promised to provide insight into our shopping journey and personas for this article, so of course you should not be fooled by it :)


This blog post is written in order to hit you in the awareness stage of the shopping journey. From analyzes we can see that questions such as;

"What is inbound marketing?", "Build audience" and "best practice for B2B lead generation" are very high and therefore these are also some of the questions I answer in this post.


As a target group, you work on a daily basis with Marketing and in a small team of 2-3 employees.

We call you internally at MCB "Marketing-lise" and you are aged 26-54 years. The company you work for is a medium-sized company and trades with 70% B2B and 30% B2C. 




Objective & Reporting


A realistic objective is a difficult task, and most often it is actually the most difficult! But it is definitely the most important exercise you need to do in order to run a proper inbound marketing campaign.


It almost gives itself - but before you start a campaign you MUST be able to answer the questions:

- Was my efforts a success for the company?

- What should I optimize for next time?

- How many leads has the campaign converted to the sales department?


If you do not know this, you MUST be the first step in the journey to have control of your tracking and the system you use for marketing, sales and service. Because imagine if you started a campaign and it was successful (because it will) and you could not document the results?

Then the opportunity to get more colleagues in the office, higher marketing budget and not least words of praise would fly right past you.


Fortunately, most marketing programs can handle this, and let me be honest! There are only two programs to look at when embarking on the journey of inbound marketing and that is HubSpot or Salesforce. HubSpot actually invented the term Inbound and it is imbued with the company and their tools - so I would suggest you look this direction.


With HubSpot you also get a very powerful reporting tool, so everything I just mentioned will be possible from day one and you do not have to have a programmer in to move data from one tool to another.


So set goals for your campaign with the sales team, make sure you can answer the three questions and let your business grow at rocket speed.

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Rasmus Høegh Refstrup
Customer Manager