The basics of inbound marketing

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Are you a technology company with a business-to-business focus? Are you already investing in your marketing and now curious to know what inbound marketing can do for your business? Then this concise introduction is for you. Here you'll learn about the possibilities, methods, and fundamentals of inbound marketing.

“No one clicks on our banner anymore.” Why inbound marketing?
New strategy – new luck? What is inbound marketing and what benefits does it bring me?
Same same but different? Inbound vs. outbound marketing
Again: Same same but different? Inbound vs. content marketing
The mystery of inbound marketing. What's behind it?
Previously, it was called the target group. Today: the buyer persona in inbound marketing
The tool for online marketing: Inbound Marketing with HubSpot
Analysis instead of guesswork: the methodology of inbound marketing
Inbound Marketing: First Steps
Inbound Marketing and Design: Analysis is not everything
1. Why inbound marketing?


We're all familiar with the traditional, well-equipped toolbox of B2B marketing. We know its netherlands phone number data capabilities, its strengths, and weaknesses. However, for several years now, these marketing tools have been declining in effectiveness: Because customers are increasingly exposed to advertising messages, both in their private lives and in public, their tolerance for all this unwanted attention is declining. Sales letters end up in the trash, banner ads are blocked or ignored. Bulk marketing emails are caught by spam filters – and even if they aren't, they're almost always deleted unread. Even a call from diligent sales representatives rarely falls on deaf ears.

It's no wonder that all of these measures are showing a declining return on investment (ROI). This becomes even clearer when you look at the leads generated by traditional methods. The old toolbox has served its purpose, and a new one is needed. A new marketing strategy for the digital age! What sounds like a lot of work and complicated transition processes is actually an excellent opportunity to thoroughly clean up your marketing. Say goodbye to tactics that no longer work and consume budgets (and that your customers don't like anyway), and instead make room for a new marketing philosophy that will take your company several major steps forward: We're talking about inbound marketing basics.



In the biotechnology industry, as in many B2B companies, inbound marketing is now being integrated into the marketing mix. A great example of inbound marketing in the biotech industry can be found at our client Ayoxxa:



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2. What is inbound marketing and what benefits does it bring me?


Instead of pestering customers with ineffective outbound marketing measures, inbound marketing relies on content strategies that capture your prospects' attention through genuine added value. Target-group-relevant content convinces and inspires, because that's how digitally literate Germans are . The numbers underline this: The ROI with inbound marketing is around three times higher than with traditional marketing. Inbound marketing delivers! We all know the traditional outbound approach; we grew up with it and are familiar with its methods – inbound marketing is a departure from that. Away from the shell, towards the content.

Sounds pretty good, doesn't it? Although we have to admit, an inbound marketing strategy doesn't work overnight. Sustainable success requires strong roots.