B2B companies should not dispense with inbound marketing

A targeted approach to customers is essential in the flood of offers in B2C and B2B – regardless of the type of product or service involved. Instruments such as marketing automation or chat bots certainly support this. But first the basis has to be there. In this article, we will show you how inbound marketing can take your corporate communications to a new level.


by Kathrin Drechsler
Sr. Communication Manager – Enterprise Customers / CMO Evernine Group


Basically, marketing is always about achieving awareness for a company and, of course, generating leads. The hundredth Facebook campaign that  leads again into nowhere because the right target group has not been addressed or the content simply doesn’t fit. Dissatisfaction arises – on the part of those who are responsible for marketing and also on the part of the managing directors.


How do you counteract this? Inbound marketing is the key to success here.


Inbound marketing, outbound marketing, marketing automation – how can you keep track of everything? For us, inbound marketing means, in contrast to outbound marketing, in which you e.g. compete for customers’ attention through paid advertisements, making potential customers aware of your company with relevant and helpful content and offering them added value across the entire customer experience – across all channels used.


In order to address your target group in a targeted way with the content that is suitable for them and then still in the right channels, you must first define your target group, know it and find out how it ticks. In a second step, you need to create pain point-oriented content for your target group that offers it real added value and publish it on your platforms – whether in the corporate blog, on the social media channels or as a press release.


You will see that the customer shows interest in your content and approaches your company on his own initiative. Now it is important not to “burn” this contact. You should provide him with further helpful information and build trust. You can read how this works in detail in our article on MyBusinessFuture.



Inbound Marketing is a new approach for you? Or you already know the buzzword, but don’t know how to use it effectively? As a certified HubSpot partner, we support you in developing an inbound marketing strategy, creating relevant content for your target group and placing it on your marketing platforms. Meet us in person at DMEXCO in Cologne – we will be happy to advise you.

Source Title Image: iStock / andresr