Alex Embling
Alex Embling 11 April 2016

6 Steps To Planning A Successful Inbound Marketing Campaign

Modern B2B consumer behaviour is evolving. As traditional interruptive marketing are increasingly ignored, Marketing Directors must have the confidence to adapt their strategies to succeed; earning visibility through helping buyers reach the solutions they need.

This is the exact approach that Inbound Marketing strategies take. However, Inbound campaigns contain many moving parts making them complex to coordinate, especially for small marketing teams.

Strategy and process are two main contributors to Inbound success. Failed campaigns are often the result of poor planning and implementation. With that in mind, here are 6 steps marketers can take to ensure they plan effective Inbound marketing strategies.

To find out more about how to plan an Inbound strategy, read the post ‘6 Reasons Inbound Marketing Campaign Plans Fail (And How To Fix Them!)’ on the Strategic Internet Consulting blog.

The Importance Of Planning An Inbound Campaign Properly

"3 out of 4 marketers across the globe prioritise an Inbound approach to marketing." - HubSpot State of Inbound 2015

Marketing Directors need to change strategy if they are to attract today’s digital B2B consumers.

By aligning marketing and sales, and focussing campaigns around personas, statistics show that Inbound Marketing is the way forward. But considered planning is needed to ensure success.

"Companies are 3x as likely to see higher ROI on Inbound marketing campaigns than on outbound." - HubSpot State of Inbound 2015

6 Steps to Planning a Successful Inbound Marketing Strategy

According to HubSpot strategy and process are two main contributors to Inbound success. In order to plan a successful campaign: 

  1. Back Up Buyer Personas With Data

Do Do you understand who your best-fit buyer personas are? To ensure you get it right, these must be based on both real client and market data.

Inbound strategies will fail if persona development is inaccurate or if campaign activity does not align with buyer persona challenges.

  1. Align Marketing and Sales

Are your Marketing & Sales departments working together toward the same goals? As modern buyers self-educate with online research before purchasing, Inbound marketers must ensure that helpful, educational content is in place to nurture leads to sales-ready qualification. Informed by Marketing’s lead data, Inbound Sales execs must work to build a trusted relationship with the lead; helping not pushing to closure.

Strategies that do not align marketing and sales are setup to perform poorly.

  1. Define Content Direction

Blogs, eBooks, landing pages, emails, webinars; content is the fuel powering Inbound campaigns. To give your content direction:

  • Make sure it is challenge focussed. Content must always maps back to solving persona’s pain points.
    Use data.
  • What other content is effective with your personas, what are they looking for?
  • Map to the Buyer’s Journey. Make sure you have challenge relevant content for every purchase stage for effective nurture.
  1. Build Content Hubs

Content hubs (multiple content assets related to a single topic) are a great way to add direction to persona-driven content and enhance search rank.

As with individual content pieces, the hub topic must be persona challenge driven, and should guide all related campaign content; blogs, associated eBooks, CTA’s, workflows, webinars and more.

  1. Build a Channel Promotion Strategy

Successful campaigns understand more than just persona challenges. They know where those personas look for information online, then work to promote their content to those digital environments.

6. Consider the Length of the Sales Cycle When Nurturing Leads

If email workflows do not align with sales cycle length, the campaign will not nurture leads effectively. If it takes an average of 6-18 months to nurture a lead to a customer but you only have 3 months’ of workflow content, you’re missing out on opportunities. 

“Only 25% of the leads you generate are ready to buy in the next 12 – 24 months; the other 75% need nurturing.” - HubSpot

How To Plan An Inbound Campaign Effectively

Throughout a strategy, data backed planning centred around a persona is crucial. A campaign should never be actioned without detailed background consideration and goal planning.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
18 Effective Ways to Grow Your Business with Facebook

18 Effective Ways to Grow Your Business with Facebook

With over 2.13 billion active monthly users worldwide, Facebook remains the most popular social media platform year after year. And while the beginning of 2018 has seen the network’s trust put into question amid a large-scale data breach, projections still see Facebook’s user base increasing well into 2019. In short, Facebook remains an unbeatable force in the digital (and social) sphere.

Courtney Baird-Lew
Courtney Baird-Lew 13 April 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more