Digital overexposure and noise have made us more discerning when it comes to time and attention. Inbound marketing, or incoming marketing, are digital methodologies and tools that prequalify people exposed to your business through useful, relevant and, in particular, credible content. The channel universe employed is primarily blogs, search engines and social media.

As always, it's wise to think less about what you’re going to sell, and more about what challenges and needs your customers have. By developing content that addresses these issues, digital tools find the way to relevant people more efficiently than ever. This is how to better prepare long-term trust and credibility.

The term 'Inbound' thus describes a process whereby purchasers and potential customers themselves make contact with the seller. Initially, this dialogue takes place via email and chat before consultants and experts take over. With machine learning and AI, the process can become even more cost effective.

Targeted audiences themselves decide what they are going to be exposed to
Digital overexposure and noise have made everyone more discerning when it comes to time and attention. Many also block commercial messages and classic mass communication is unable to compete on price; neither it terms of conversion nor of branding. Used correctly, Inbound adds both empathy and personalised dialogue. In addition, measurability and documentation make it cost effective.

Inbound marketing applies to both B2C and B2B
Inbound is an effective way for the majority of businesses to run their marketing and sales; whether they are referring to private individuals or other businesses. Inbound is best suited to businesses selling complex compound services or products above a certain value. Typically, the sales processes extend over an extended period of time.

“Two out of three consumers ignore all future marketing from you, if they once experience being met by a non-relevant offer."

All too many make fools of themselves when they try personalising
A recent study by Emarsys suggests that brands continue to miss the mark when it comes to delivering relevant marketing. Unaided attempts at personalisation have proven to have a strong counter-effect to the one desired. In the UK, two out of three say that they do not want to deal with a brand that has sent them a so-called “hit or miss offer”.

“More and more consumers are accepting AI in marketing, as long as it delivers a good customer experience.”

Emarsys, 2018

Arising out of this frustration, consumers are becoming increasingly positive toward the use of AI. Eight out of ten claim they know that AI is being used as part of their buying experience, and about half of us say we are satisfied with brands that use AI technology instead of people when it comes to personalising our experiences. And on a general basis, we know that B2B buyers are coming to the same conclusion.

Marketing automation contributes to connecting systems and channels when you communicate
With marketing automation, you provide your customers with relevant information based on data about how people respond when they visit you on digital surfaces.

It’s all about customer experience. No matter where you meet the premier technology communities or communication houses, "CX" is the last buzz. “Client Experience” or “Customer Experience”. Managing this is about managing digital processes and software that communicate with customers and prospects; in addition to evaluating and generating leads.

To accomplish this, you need to use a marketing automation system that is both based on your website and associated with an existing CRM system and social media. A marketing automation system helps you provide your web visitors with a tailored experience based on their behaviour. Furthermore, the sales department will provide better information about its potential customers. There are many programs that can help you develop your digital customer relationships, and Knowit is happy to help you navigate among these.

Knowit collaborates with the world's leading player on Inbound
Hubspot is the dominant platform within inbound marketing, as well as the world's fastest growing software company. Knowit is Hubspot’s Platinum Partner, providing all relevant services within HubSpot's inbound marketing methodology. The methodology is based on a comprehensive approach to the customer journey, or the purchasing process, from the corporate perspective:

1. Attract – A combination of search, digital content and social media is used to attract potential customers to their websites

2. Convert – Landing pages with relevant content offers (seminars, courses, reports, videos, webinars, etc.) allow visitors to leave their contact information, and they are thus "converted" to leads.

3. Sell – Targeted and pointed follow-up of registered leads based on user data. When the potential customer displays a digital behaviour that indicates that they are ready to be contacted, the sales department will take over the personal follow-up process until the contact has become a customer.

4. Enthuse – Continue delivering value over and above your company's products and services, by providing content products matching the customer's profile and interests. This aims to help make the customer an ambassador for the company, who shares and reviews your content and your products and/or services in social media and with friends and acquaintances.

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The party ultimately responsible for handling of personal data is either a subsidiary within the group or Knowit AB. If you know which Knowit company is the controller, you can contact that Knowit company directly, and you can always contact us at dataprotection@knowitgroup.com.

We store information about you for as long as we have your consent. You can at any time revoke your consent by clicking on Unsubscribe. The processing is performed in accordance with Knowit’s privacy policy.

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