Inbound marketing is growing in B2B companies. From MarketingSherpa, some of the top insights from their 2011 B2B Marketing Benchmark Report.
There is no one-size-fits-all solution, but certain tactics are commonly reported as effective.
Search Engine Optimization (SEO)
Most effective tactic: On-page content optimization
- Vital to an inbound strategy. Research keywords and create content around them.
Most effective tactic: Blogging
- Blogging is the most effective B2B social marketing tactic, if you stick with it. Ties directly to SEO.
Most effective tactic: Using unique landing pages for campaigns
Second-most effective tactic: Optimizing design and content for conversions
- Visitors need to take action when they arrive at your site, otherwise the traffic is wasted. Landing pages put your traffic to use.
Most effective tactic: Creating highly-targeted ad groups
Second most-effective tactic: A/B testing landing page content
- Again, use landing pages to convert traffic.