Gartner Research

Adapt to Changing B2B Buying Behaviors With Inbound Marketing Techniques

Published: 08 May 2018

ID: G00333316

Analyst(s): Noah Elkin , Adam Sarner


Business buyers don't rely on marketing and salespeople the way they used to. Armed with search and social tools, they ignore outbound marketing messages in favor of online research. Marketing leaders must leverage inbound marketing techniques to adapt to changing buying behaviors.

Table Of Contents
  • Key Challenges



  • Instill the Spirit of Inbound Marketing
    • Recognize How Buying Behaviors Have Changed
    • Adopt Inbound Etiquette
    • Adapt Your Marketing Language
  • Generate Demand Through Search and Social
    • Master the Evolving Rules of Search
    • Promote Discoverability Through Social Media
  • Align Marketing With Sales Through Account-Based Marketing

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