Gartner Research

CMO Insight: Three Keys to Success for B2B Inbound Marketers

Published: 22 June 2016

ID: G00308350

Analyst(s): Adam Sarner

Summary

Today's B2B buyers access every data point driving their purchase decision via self-guided search, social networks and customer reviews. They don't want your brochures anymore. To compete, adopt these inbound marketing best practices to get found, build trust and grow revenue.

Table Of Contents

Upshot

What You Need to Know

  • Brand Visibility Is Your Top Priority
  • Search-Friendly Trumps Product-Centric
    • No. 1: Adopt Buyer Language and Behavior
    • No. 2: Learn From B2C Success With Paid Search and Responsive Design
  • Social Interactions Seal the Deal

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

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