Creating Inbound Leads

You want to attract warm B2B leads to come looking for you. We all know that going after cold leads is what we are tasked to do, but there are many reasons why this is inefficient, especially as outbound marketing is something that has been done for so long with mixed and diminishing success. People are getting tired of the same old message. When targeting customers who are individuals, I think that outbound marketing can be very successful. You are invariably selling a less expensive product, with a shorter sales cycle. Those types of customers have a definite need, see your ad or media, and make a decision. They either purchase or they don’t.

When dealing with businesses, we have to look at a longer game and remember that our sales team invests significant time and resources into closing each large deal. We want each lead to be as qualified as possible before handing them over.

hubspot inbound leads

Credit Hubspot Blog.


To create inbound leads, you should have campaigns in the above areas. Email is both an inbound and outbound tool. If someone comes to you, they count as an inbound lead. Conversely, outbound email campaigns have shown some success, if people come back and visit a landing page for further qualification.

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Social Media

Your social media presence is crucial, and it can be especially important to leverage LinkedIn groups which are attended by members of your target prospects. Engage and create a raport and you should come across as trustworthy and likeable. Remember, you are trying to solve problems, not just create sales opportunities. You need to find out what their problems are, and offer your solution if it fits.


Your blog is an excellent resource. It generates traffic, and you can and should tailor the content towards your target prospects. What do they need to know relative to your offering? What content will generate real interest from potential Marketing Qualified Leads (MQL’s).

Landing Pages

Your Landing Pages should differentiate those that are worthwhile pursuing and those that are not. They are key in the qualification process. You should ask questions that are relevant here. For example, what size companies are you targeting? What type of company? What industries?

With these pages, you can offer content in exchange for this information. There are two reasons for creating the content to offer:

  1. You can showcase your experience and expertise.
  2. People are more likely to buy from businesses that they know, like and trust – and top-notch content is one way to position yourself as a trusted authority.

Then, once you have contact details for prospective clients, you can follow them up. Auto-responders work well for this. You can drip-feed value content over time along with sales pitches. These will help identify the highly qualified leads from the pack, which your sales team can then work on.

The Downside

The success of your inbound marketing is largely dependent on the quality of the content that you produce. And if you don’t have the time or in-house expertise to craft content that attracts your target market, you could struggle to see a viable return on your investment. What’s more, it can take time and energy to build an audience and create the momentum and reputation necessary to see your content shared.

How do you use Inbound Marketing?

Which inbound marketing tactics have you used within your organisation? What’s worked for you? Please let me know by sharing your comments below.

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