By using Inbound Marketing, companies can present themselves to the right market, at the right time and for the right reasons. Technology companies that work in the B2B model, after designing an assertive Inbound Marketing strategy, have the possibility of reaping results in a space of four to six months.
The premise of Inbound Marketing in an IT company in the B2B market is the customer's purchasing journey. For each product or service, a persona is designed to represent the usa business email lists ideal customer. Personas are the potential customers that the company is looking for, and they have to go through the stages of learning, recognizing the problem and considering the solution to reach the purchasing decision. The stages that personas go through from the first contact to the moment of purchase can be visualized in the sales funnel , as in this example:
Inbound Marketing Funnel
So where to start?
First step: find the personas
Personas are the ideal customers for your product or service and usually occupy positions with the ability to influence or decide on the purchase of goods or services.
The process of creating personas begins with analysis and research among the company's existing customers, with the aim of finding the information that was relevant at the time of the purchase decision. With this information, it is possible to search the market for the same buyer profile. In short, the ultimate goal is to describe the buyer profile in order to create relevant content that generates a relationship with the market before the sales force takes action.
Second stage: Purchase journey
Correctly defining the customer's purchasing journey is as important as knowing the personas. While traditionally it was salespeople who presented products to customers and led the sales process, in the new paradigm it is the customer who controls a large part of the sale.
This is where all the knowledge about personas becomes essential. By knowing what potential customers’ pain points are, companies can use Inbound Marketing tools to build relationships and gain an authority position in the sector by solving problems for the market in which they operate.