The role of Inbound in B2B marketinghighlights from our Sales & Marketing Forum

This month’s S&M Forum welcomed three key speakers on the topic of inbound marketing: our very own David van Schaick (The Marketing Practice’s CDO), Graham Wylie (App Nexus) and Jon Moger (Aruba). Here, our Head of Inbound shares nine nuggets of insight gained from the evening.

 

 

1. What’s in a journey? And what is the journey?

Whenever we hear the words ‘customer journey’, we also hear a stat. But here’s one from Graham that actually resonated: 19% of B2B decisions are based around brand, 19% around product; 53% are on purchase experience. To bring it to life, Graham visited a Ford garage after being inspired by their ‘Unlearn’ campaign. Whilst he was more window-shopping than intending to buy, he enquired about a specific Ford model featured in the ad. Their response? “Oh no, you can’t test drive that one – it has an eight-month waiting list”. Customer lost.

 

2. “All that glitters is not gold” – expunge yourself of the magpie behaviour

The discussion centred around marketing technology and the infamous phrase “We thought we needed it”. The conclusion? Shiny new pieces of tech often either sit unused or are used without processes being aligned to deliver results. Before buying, make sure that you consider what you’re trying to achieve first.

 

3. Getting inbound “in” to your organisation doesn’t have to take years

Jon shared that Aruba are 85% of the way to bringing inbound into their marketing mix after just half a year. It’s a great achievement, and one that he achieved by adopting a ‘lowest common denominator’ approach across Aruba’s regional markets, before enabling each market to build from this solid base.

 

4. Return of the Ps

The Ps, in all their different guises, were referenced several times during the course of the evening. We heard about the 7 Ps [price, promotion, physical evidence, people, product, process, place], the 3 Ps [people, process, physical evidence] and even an adaptation with a 2 P and 1 T model [people, process, technology]. Which featured the most? People. “Attitude over skills” was the conclusion when it comes to selecting a team that can deliver results from inbound marketing.

 

5. Peering above the parapet

Standing out from the crowd is increasingly difficult in a sea of information overload. So how do you create that differentiation? Through marrying deep audience insight with market insight, and not being constrained by channel norms. This also provides a great opportunity to maximise your inbound marketing.

 

6. Inbound driving pipeline velocity

We shared some recent research that showed that inbound not only increased the velocity of leads coming in, but also closed leads considerably faster. This helps to both deliver incremental volume in its own right and get value into businesses at a faster rate.

 

7. The power to challenge

Jon talked about the number of times he has heard “corporate says this is what we need to market”. His response? “OK, that’s great, let’s see the business case and then we’ll review it”. If you don’t have clear rationale around why it’s this proposition vs another, then it may well be doomed to fail.

 

8. Enable teams for longer-term success

Jon referenced upskilling the sales team in his organisation and the considerable benefits it will have in the longer term. Whether this be training, or thinking differently about the proposition, the gains will be felt for years to come.

 

9. Be prepared to fail and fail fast

There is only so much you can plan for. When trying something new, always remember: You can seek forgiveness later. As long as you have plans in place to learn, optimise and adapt, not getting it right first time should not be seen as a disaster.

 

 

But, if I had to narrow it down to one key takeaway? Make sure your approach is fully integrated. It’s not about inbound or outbound working in isolation – it’s how the two can work together.

 

Interested in seeing what fully integrated demand generation looks like? Have a look at our platform model.

 

By Rachael Clark | July 4, 2016

Privacy Preference Center

Functional cookies

These cookies allow the site to remember choices in response to actions made by users, such as setting your cookie preferences. We use a mixture of first and third-party cookies. They are not used to track visitors. Please be aware that restricting these cookies may impact on some areas of the website’s functionality.

PHPSeSSID, __cfduid, gdpr

Website Experience cookies

Enabling these first-party cookies is not strictly necessary for the website to work but it will provide you with a better browsing experience. You can delete or block these cookies, but if you do that some features of this site may not work as intended.

VISITOR_INFO1_LIVE,

Reporting/Performance cookies

Reporting/performance cookies collect information on how users interact with the site. These third-party cookies allow us to measure site usage by collecting and reporting information anonymously. This helps us to continually improve site performance and the user experience.

This site uses Google Analytics which is one of the most widespread and trusted analytics solution on the web for helping us to understand how you use the site and ways that we can improve your experience. These cookies may track things such as how long you spend on the site and the pages that you visit so we can continue to produce engaging content.

_ga, _gat, _gid, __utma, __utmb, __utmc, __utmz

Advertising cookies

These third-party cookies are used by advertising companies to serve ads that are relevant to your interests and/or based on your previous interactions with the ads or website (e.g. remarketing).

Cookies may be set by these third parties and used by them to track your online activity and for the purpose of such activity. We have no direct control over the information that is collected by these cookies.

lang, BizoID, UserMatchHistory, r/collect, collect, YSC, PREF, bcookie, bscookie, lidc, NID, IDE

Other 3rd party cookies

These third-party cookies are used to provide you with increased on-site functionality. Here, we are specifically referring to the use of social media buttons and/or plugins on this site that allow you to connect with your social network in various ways. For these to work social media sites including; Twitter, Facebook & LinkedIn will set cookies through our site which may be used to enhance your profile on their site or contribute to the data they hold for various purposes outlined in their respective privacy policies

uvc

Close your account?

Your account will be closed and all data will be permanently deleted and cannot be recovered. Are you sure?

Are you sure?

By disagreeing you will no longer have access to our site and will be logged out.