Inbound Marketing for Manufacturers Blog

Many sellers and marketers aren’t quite sure how to re-engage cold leads, especially when it’s been 6 to 12+ months since they were warm.

Today, even B2B buyers expect at least some level of e-commerce functionality from their vendors. Yep, even you, probably.

It's hard to keep track of all your customer interactions, especially as your business grows. It’s even more difficult to manage that customer support manually. 

You’ve worked with the folks at Customer Y and Customer X for 25 years each, and they still provide a nice chunk of revenue.

Your business has been in the B2B/industrial game for 50-100 years, and the brand is already “well known” (somewhere, at least).

Trade shows and sales visits to the prospect’s facility are what your sales team knows and is good at. (Though that pesky pandemic sure made it hard.)

So, why invest in digital marketing?

What’s the most common cause of failure for a B2B digital marketing campaign? Most often, it’s either poor understanding of how inbound marketing works, or lack of commitment to a plan.

In digital inbound/content marketing, we say, “Work SMARTer, not harder.”

How often do you default to saying “Google” when you’re talking about search engines in general? (For example: “When’s that new horror flick coming out? Let me Google it.”)

Since you’re reading a “101” article, we’d guess you’re terrified of writing the metas, H1s, and other SEO website mumbo-jumbo you wish someone else would handle. 

Those pondering how to improve their leaky sales pipeline usually audit one of the following:

• The fit of the leads reaching the pipeline
• The process that turns those leads to sales (or causes them to circle the drain) 

Account-based marketing can address both.

“Does inbound marketing work?”