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The primary goal of most B2B websites is to create business opportunities by educating buyers and attracting them into your sales pipeline with content. The inbound marketing process attracts potential buyers to your websites with educational content, converts visitors into leads with premium content offers and nurtures the leads until they're ready to be passed to sales profe ...
It seems self-explanatory that a killer website is the foundation of a successful inbound marketing program. After all, inbound marketing is the art of attracting buyers to your website, converting them to leads and eventually to delighted customers. But we see websites all the time that sabotage their owner's inbound marketing efforts.
More and more businesses are turning to inbound marketing to match the way they sell with the way B2B buyers buy. Some of the tried and true tactics don't work so well anymore. For example, voicemail and caller ID has drastically reduced conversion rates for B2B cold calling. Other proven tactics like referrals are still great ways to sell, but it's hard to develop a predictab ...