Accelerated growth strategy: Inbound Marketing for B2B brands. Matthew Johnson - Content Strategist by Matthew Johnson, Content Strategist

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You want to grow your B2B organisation  but you don’t know where to take your next step. You know your marketing could improve, and you think your website should be bringing in more leads and sales. The problem is, you have invested time and effort into this stuff already and can’t seem to get to where you want to be. There is room for improvement but you don’t know where to start. This is where the inbound marketing methodology comes into its own for B2B brands. 

The inbound marketing methodology for B2B brands.

Inbound marketing is a business methodology for pulling people to your product or service offering online. It’s about creating exceptional experiences for prospects and customers by engaging them with targeted content that provides value and builds trust. The best inbound marketing strategies tame the digital marketing landscape and put it to work for you. They grow your business by attracting higher quality leads, engaging with them at scale and delighting them individually.

Inbound marketing is one part of the wider ‘Inbound Methodology’ which covers Marketing, Sales, and Customer Services. But we’re going to focus on the marketing element in this blog post.

The 3 principles of inbound marketing.    

The principles of inbound marketing are shown in the form of a flywheel. A flywheel is a revolving wheel in a machine which is used to increase the machine’s momentum by using the rotational energy it stores. The more energy you feed it with, the more momentum it has to drive you forward. In marketing and sales, the flywheel has replaced the traditional ‘funnel’ which implied people fall out of it; that businesses stop caring about people once they become customers. This isn’t remotely true for successful B2B organisations as they work to synchronize marketing, sales and customer service teams, equipping them with the tools needed to effectively serve their current and future customers over time.

Attract (the right leads). Engage (your audience). Delight (your customers).


Breaking it down.

So, what exactly goes into the flywheel that supposedly wins you more customers? Well, this is what we do for our clients:

  • attract leads with:
    • video, ads, blogging, social media posts, a solid content marketing strategy
  • engage prospects with:
    • marketing automation, email marketing, lead management, conversational bots, lead workflows, content offers, CTAs, forms
  • delight customers with:
    • smart content, email marketing and offers, attribution reports, marketing automation



The Contra effect.

When you use Contra for your B2B marketing start with the geeky stuff and do our homework. After all, any effective strategy starts with insight. We research and analyse your audience, we listen to your goals and challenges, and then we plan effective strategies and campaigns to get you there.  

Contra creates hassle-free digital sales pipelines for B2B brands and educational institutions. We offer the full suite of tools so we can do everything for you, acting as your inbound marketing team, or we can slot into your existing team and fill in any gaps. 


Matthew Johnson - Content Strategist by Matthew Johnson, Content Strategist
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Everyday we create web applications websites that drive sales platforms that transform web applications engaging social media content that engages inbound marketing that works