Mapping Content to the Lead Cycle
Inbound or outbound marketing techniques can be used based on what a B2B marketer wants to use the content
Lead generation: Both inbound and outbound techniques can be used in abundance when the purpose of content
creation is lead generation. Sending out an email campaign about latest product, or talking about it on the social
marketing page, creating a landing page highlighting the product features or creating a whitepaper around the
technology driving the product, getting the customer to talk about how well the product is doing for them to
making a product demo- all these techniques, both inbound and outbound can help largely in lead generation. The
purpose ultimately is to get the prospect to the website, and through his subsequent behavior get valuable
intelligence so that marketers can tailor further communication with him accordingly.
Lead nurturing: When it comes to lead management system with lead nurturing, outbound marketing techniques
make more sense. Once the marketer understands visitor’s interest, it is a better strategy to make that information
available to him readily instead of getting him to come looking for it. Lead nurturing is not just about email
marketing, as many would think. For instance, a webinar is great nurturing tool that helps marketers to showcase
their solution to an audience that is already receptive to them.
Brand building: Here again both inbound and outbound techniques must be used, although inbound is more
suitable. Be cautious when trying to send the prospect information about the company through an outbound
channel. Instead, make that information readily available on the corporate website, so he can easily access it when
Depending on the ‘purpose’ that marketers want their content to serve, they could similarly determine whether to
opt for an outbound and/or inbound marketing technique.
Additionally, deciding on which marketing technique in the lead management program is to be used is also
dependent on how quickly the marketer wish to see results. While inbound marketing provides marketers with
higher quality leads, outbound marketing is no doubt a way to getting more leads quickly. So using both
techniques together whenever possible lets marketers cover more ground and get better results.
Quality content is no longer an option but a requirement for any marketer. But with quality, deciding on the right
distribution mechanism to make this content accessible to as many people as possible is also very important. So
having a clear cut marketing strategy which not just focuses on content quantity and quality but also on content
accessibility and usability is what is needed today.
Also read on - Marketing automation platform, B2B lead scoring