The two strategies are like the Baldwin brothers - closely related but dramatically different, so employing the wrong one could mean the difference between a blockbuster and a bust. (I mean, imagine Alec in Biodome; it just wouldn't work.) Today, content marketing and inbound marketing actually work together, with content serving as the fuel that powers your inbound engine. But knowing exactly how they compare and work with AI will help you build a more effective marketing strategy.
B2C, they have it so easy. While preferences and price points may vary, there's no shortage of stuff people want and need-shoes, snacks, gadgets, toys. Things people covet, save up for, or impulse buy. But B2B marketers...well, if only selling cloud computing or point-of-sale systems were as easy as a pair of shoes. An impulse buyer in B2B-land is rare. It's not like prospects walk around their daily lives thinking, "If only I had a best-in-class tool that would streamline my workflow
Lead gen campaigns allow businesses to attract potential buyers, nurture them through content marketing, and, finally, convert them to paying customers. Software vendors have a harder time than B2C companies to ace their strategy, as the buyer's journey is typically longer, while bad lead quality can potentially waste your time on leads that aren't willing to convert. That's why you need to pay close attention to your strategy and tactics and generate high-intent leads.
Prospects don't want to talk to sellers until they absolutely have to. They want to educate themselves on their own time. Sellers want to spend their time selling, not prospecting. That's what fuels the oldest game of "not it" in revenue teams. Marketing feels sales doesn't follow up quickly or nurture prospects. Sales says marketing sends junk leads. The result? Missed opportunities, longer sales cycles, and frustrated teams.
Mattia started by connecting automated email sequences to his free resources which he shared across his website, social media, and other channels. From there, he built out segmented automations based on how a subscriber found him and whether they had already scheduled a call with his team.
