B2B Marketing Blog

Inbound Marketing:  What You Need to Know

11 Dec

Lisa Shepherd

If you’ve read The Radical Sales Shift, then you already know that the way that business people research and make purchase decisions has changed radically in the last five years.  Buyers now resist talking to salespeople until they’ve completed their own research and are confident about their options. 74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase.1  Unfortunately, many business owners that I meet still rely on tactics like tradeshows, print ads and cold calling as their primary focus for marketing.   While these tactics can be included as part of your marketing strategy, they cannot stand alone.  Companies who are looking to increase sales and revenue need to shift their approach to include inbound marketing. 

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Topics: Inbound Marketing, Inbound Strategy

Strategies to Engage Sales with Inbound Marketing

17 Jul

Lisa Shepherd

You have a great marketing strategy and feel good about it.  Marketers often join sales meetings and share their action plans, full of passion and excitement for the plan.  Sometimes that passion doesn’t translate into the sales team, or you would like to see more of that passion transfer to Sales.




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Topics: Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, marketing strategy, Inbound Marketing, B2B Marketing Strategy, Inbound Strategy, B2B marketing tactics, strategic marketing, engage sales

The Basics of Inbound Marketing

08 Aug

Lisa Shepherd

Not only has the way we buy changed, the way we want to be marketed to has also changed. In traditional marketing, the focus was on making things convenient for the marketer. Customers put up with interruptive messages that didn’t always create a positive experience.

Inbound marketing on the other hand, is customer centric – focusing on the needs of the customer by providing relevant, useful content that is presented in the right context.

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Topics: B2B Marketing, marketing strategy, Inbound Marketing, content, Inbound Strategy

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