Inbound Marketing

By special guest Doug Kessler of Velocity Partners

Doug Kessler is the co-founder and creative director of Velocity Partners, the London-based B2B content marketing agency. He started his career as a mad man at Ogilvy New York but gravitated to the loftier climes of B2B and has never looked back. Velocity’s approach is captured in The B2B Content Marketing Workbook and B2B Marketing Manifesto.

Introduction to Inbound Marketing

Old-school, interruption-based marketing doesn’t work anymore. It costs too much, annoys your target audiences and feeds garbage to your salespeople.

Inbound marketing is the alternative.

It’s all about making it easy for the people already interested in your kind of offer to discover you, engage with you and move themselves closer to a sale.

That means making sure your company pops up in all the right places – from search engine results pages to social media forums and blogs. It also means offering great content that helps your prospects do their jobs better. That’s what creates the inbound effect.

The idea is simple: reward your prospects for taking each step along your sales & marketing funnel and you’ll generate more traffic to your website, more constructive interactions with real prospects, more revenue and a dramatically lower cost per acquisition.

Sounds like a win to me.