Inbound Marketing Approach to Lead Gen — Arti Sharma // Measure Marketing Results Inc

Arti Sharma, Founder of Measure Marketing Results Inc, talks about how you can generate more leads with inbound marketing. Content marketing plays a crucial role in inbound marketing strategies, but it isn’t enough to build any type of content and publish it. You must consistently be building high-quality content and, in order to do that, you must understand who your customers are and how they want to consume content at each stage of the buying journey. Today, Arti discusses inbound marketing's approach to lead generation.
About the speaker

Arti Sharma

Measure Marketing Results Inc

- Measure Marketing Results Inc

Arti is the Founder of Measure Marketing Results Inc

Show Notes

  • 01:49
    How inbound marketing differs from outbound marketing
    Inbound marketing is the process of helping prospects find your company through engaging content and creating delightful experiences with the buying journey. Outbound marketing is about reaching out to prospects to get them interested in the brand.
  • 02:39
    Inbound marketing vs content marketing
    Content marketing is a subset of inbound marketing and an important part of the inbound marketing process. However, inbound marketing is really about how well your brand voice, website user experience, and messaging are aligned with your ICP.
  • 04:06
    Using content marketing for lead generation
    In B2B, simply having the content out there wont be enough to attract people. Ultimately, you need to have brand advocates that are advocates of the content and that talk about your brand consistently.
  • 06:31
    How brands can bridge the gap between awareness and lead conversion
    Ideally, you need to know about your ideal customer's buying patterns and what your buyer's funnel looks like from end to end. Then, its about integrating technology like a nurturing platform to make the handoff from marketing to sales seamless.
  • 09:30
    Micro
    The buyer journey is no longer linear and events like COVID-19 have changed the way people consume content today. So, companies should be utilizing micro-content in order to nurture their audience based on where they are in their buying cycle.

Quotes

  • "I don't discount the impact of cold calls, but I think it has to be integrated with inbound so there's more of an omnichannel approach that companies are moving towards." -Arti Sharma, Founder, Measure Marketing

  • "In the B2B marketplace, you wont just be able to put the content out there and attract people. You must have advocates of that content and of your brand talking about your brand." -Arti Sharma, Founder, Measure Marketing

  • "10 years ago, people were doing SEO and attracting people to the site. Today, you must keep engagement levels high and put out good and personalized content for audience segments to remember you." -Arti Sharma, Founder, Measure Marketing

  • "You need to know what your buyer's funnel looks like from end to end. When they first come to your site, first engage with your brand, or look at your brand, how do they behave?" -Arti Sharma, Founder, Measure Marketing

  • "There's a lot of micro-content that needs to be utilized to nurture your audience based on where they are in their buying cycle; where they are in their emotional buying cycle even." Arti Sharma, Founder, Measure Marketing

About the speaker

Arti Sharma

Measure Marketing Results Inc

- Measure Marketing Results Inc

Arti is the Founder of Measure Marketing Results Inc

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