Inbound marketing is a business strategy that attracts people by sharing helpful, relevant content, not by interrupting them with ads. For B2B companies, that means creating blogs, tools, webinars, and guides that solve real problems and naturally bring qualified leads to you.
It’s kind of like being the friend who always gives good advice, people come to you because you’re helpful, not because you’re shouting for attention.
Instead of interrupting people, inbound marketing helps them, and that’s why it delivers better ROI. In fact, leads generated via inbound cost 61% less than outbound ones.
Traditional marketing, also called outbound marketing, includes stuff like:
Cold emails
Banner ads
Pop-ups
Unsolicited phone calls
The problem is these tactics interrupt people instead of helping them. It’s like showing up uninvited and expecting attention. Because of that:
People have learned to ignore or avoid them
They often feel annoyed by these interruptions
The cost keeps going up, but results keep dropping
That’s why more businesses are turning to smarter, more helpful ways to reach their audience.
It’s usually a simple three-step process:
Attract visitors by sharing helpful content like blog posts, guides, or videos that answer real questions
Engage them by offering personalized lead magnets (like free downloads or tools) or sending thoughtful emails
Convert them into customers with product offers, demos, or consultations that fit their needs
What’s great about this approach is that it builds trust bit by bit. Especially in B2B, where deals are often bigger and take longer, nurturing relationships over time makes a big difference. It’s less about pushing a quick sale and more about helping people feel confident before they decide to buy.
SEO is one of the highest-leverage strategies in inbound marketing. Why? Because when you rank for relevant keywords, you’re always on, attracting qualified traffic 24/7.
Think of your B2B funnel in three layers:
Top-of-funnel (TOFU): Definitions, checklists, “how-to” guides
Middle-of-funnel (MOFU): Product comparisons, solution-based searches
Bottom-of-funnel (BOFU): “Best [tool] for [job]”, “Competitor vs Competitor”
For example, Lucid ranks for hundreds of thousands of keywords, pulling in traffic from all stages of the funnel.
Quick tip: Use tools like Ubersuggest, Ahrefs or Inpages to spy on what your competitors rank for. Then, create blog content or landing pages optimized for those keywords, tailored to your offer.
“Businesses that blog (a key part of SEO content) get 55% more website visitors than those that don’t”
Curious if SEO still matters? Here’s our take: Is SEO dead?
One of the most effective ways to grow your email list and build trust with your audience is by offering valuable free resources, also known as lead magnets.
A lead magnet is a free, high-quality resource that solves a specific problem for your ideal audience. In exchange, people give you their email address, because the value feels worth it.
Ebooks or guides that explain a concept clearly
Templates or worksheets to save time
Checklists or cheat sheets for quick wins
Calculators or planners tailored to a specific need
Toolkits that combine several resources into one
The goal is to make your lead magnet immediately useful, specific to your niche, and genuinely helpful, not just a sales trick.
Think of it like offering a helpful map to someone who’s lost, they’ll appreciate it, remember you, and be more open to hearing from you again.
For example, DesignFiles created a Trello board with 104 social media prompts for interior designers, a goldmine for professionals who often struggle with what to post online.
A compelling lead magnet should:
Solve a clear, specific problem your audience faces
Look and feel premium, even though it's free, good design and copy matter
Provide real value, ideally teaching or guiding the user, not just offering a file to download
When done right, lead magnets not only grow your list but also position you as an expert who genuinely wants to help. That trust is the foundation for future sales.
Want to streamline your lead nurturing process? Our article on how to automate lead generation walks you through it.
An email nurture sequence is a series of automated emails (usually 5 to 7) sent over a few days or weeks. Its purpose? To build trust, deliver value, and gently guide your subscriber toward your product or service, without being salesy or pushy.
Address your audience’s key pain points and offer reassuring insights
Share valuable tips, short case studies, or behind-the-scenes stories that build credibility and connection
Naturally introduce your product or service as the next logical step in solving their problem
Over time, these emails turn cold leads into warm ones, and build a relationship based on trust, not pressure.
A great example is TravelPerk, which personalizes its email sequences based on the user’s role (ex : finance manager vs travel coordinator). This makes the content feel relevant and helpful, rather than generic and salesy.
“Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost than those that don’t nurture effectively”
Guest blogging isn’t just about earning a backlink, it’s a powerful way to build authority, gain exposure, and drive targeted traffic to your website.
By publishing high-quality content on trusted websites in your niche, you tap into an existing audience that already trusts the platform. But the key isn’t self-promotion, it’s solving a real problem for their readers.
If your insights are genuinely helpful, readers will naturally want to learn more and that’s when a subtle, relevant link to your own content or lead magnet fits perfectly.
You reach a targeted audience that’s already interested in your topic
You build trust by association with a respected platform
You create a path for readers to discover your brand naturally
High-performing articles may lead to future contributor invitations
Guest blogging isn’t about reaching everyone, it’s about reaching the right people, in the right context, with content that truly helps.
Account-Based Marketing (ABM) flips the traditional marketing funnel. Instead of targeting a broad audience and hoping the right people respond, you focus on a shortlist of high-value companies and tailor every message, piece of content, and outreach to speak directly to them.
It’s not one-size-fits-all. It’s more like saying:
“Hey, we created this just for you.”
That level of personalization builds stronger relationships, grabs attention and leads to higher engagement and conversion rates, especially in B2B, where deals are bigger and decisions take longer.
Highly targeted outreach increases relevance and response rates
Custom content and messaging feel personal and thoughtful
ROI is easier to measure, since you're focused on fewer, more strategic accounts
Sales and marketing teams align, working toward the same clear goal
ABM is about quality over quantity, prioritizing the clients who truly matter and making every interaction count.
LiveRamp, a data identity platform, pursued 15 Fortune 500 clients with a carefully orchestrated ABM campaign.
They used personalized display ads, bespoke emails, direct mail, and hand‑off coordination between marketing and sales.
In just four weeks, LiveRamp secured 33% conversion from cold outreach to booked meetings, and 25× higher customer lifetime value over two years
Virtual events have surged in popularity and it’s easy to see why. They’re affordable, scalable, and accessible from anywhere, making them an ideal way to connect with your audience.
The challenge? Virtually everyone is hosting online events now, so standing out takes extra effort.
To make your virtual event truly impactful:
Invite speakers your audience already knows and respects, their presence adds credibility and draws attendees.
Incorporate interactive networking opportunities, like breakout rooms or live chat, to foster real connections.
Offer fresh insights or unique content, whether it’s a proprietary method, new research, or a bold perspective that challenges conventional thinking.
Solution Monday, a marketing agency serving SaaS and data infrastructure brands, used Accelevents to host 11–12 virtual events that attracted over 25,000 attendees.
These weren’t generic webinars, they implemented session-specific marketing, deep personalization, and a polished attendee experience. The results were impressive: 45–50% attendance rates, repeat attendance by sponsors, and high lead generation quality, evidence that a content-first, attendee-focused approach can yield industry-beating results.
Influencer marketing isn’t just for beauty brands or lifestyle products. In the B2B world, it can be a powerful, and often underused, way to build trust and reach niche audiences with real authority.
The key difference?
Instead of partnering with broad-reach influencers, B2B brands work best with industry experts, consultants, and content creators who already have credibility in your field.
Think LinkedIn, X (formerly Twitter), YouTube, these platforms are full of creators who share insights your target audience cares about. By collaborating with them, you tap into their loyal followers and build instant credibility through association.
Partner with niche creators who understand your industry inside and out
Align with voices that reflect your brand’s tone, values, and expertise
Collaborate on valuable content, not just promotional posts
Show up where your audience hangs out (LinkedIn, Twitter/X, YouTube, etc.)
Build trust, not just reach, influencer-led content often converts faster
When done right, influencer marketing doesn’t just generate views, it opens doors to qualified leads and long-term brand loyalty
“75% of B2B decision-makers say they trust a brand more when it’s affiliated with an industry expert or influencer they respect”
Every business professional is searching for solutions, and your content can be the answer they need. By crafting high-quality, practical tutorials, you position your brand as a trustworthy, helpful resource.
Focus on actionable, step-by-step guides that help your audience solve real problems. Whether you’re explaining a marketing strategy or breaking down a complex tool, your goal is to simplify the process while still delivering expert-level insight.
Bonus points if you tailor your content based on your buyer’s experience level, beginner, intermediate, or advanced, so it feels relevant and accessible to everyone.
Blog posts: Great for SEO and quick reference
(For tips, check out our Blog Post SEO Checklist)
YouTube videos: Perfect for clear, visual walkthroughs
Webinars: Ideal for live Q&A and deeper audience engagement
Mini-courses: Structured learning that offers ongoing value
Clearly define key terms like “customer LTV” or “retargeting funnel”
Avoid jargon or overly technical language, keep it smart but approachable
Focus on solving a specific problem, not just showcasing product features
Well-crafted how-tos don’t just attract leads, they build lasting trust and position your brand as an authority in your field.
“71% of B2B buyers consume blog content like how-tos during their purchase journey”
Your team isn’t just working behind the scenes, they can be some of your most powerful marketing champions. When employees share your brand’s story in their own words, it feels more authentic, more relatable, and often more effective than traditional corporate messaging.
Encourage your team to post on platforms like LinkedIn, whether it’s sharing a product update, celebrating a company win, or offering thoughtful insights on industry trends. These kinds of posts usually get higher engagement because they come from real people, not a faceless brand.
A great example is Lavender’s Head of Content, who consistently breaks down product value in plain, human language, sparking curiosity and conversation without sounding like a sales pitch.
Builds trust through authentic, peer-to-peer content
Expands reach by tapping into individual networks
Humanizes your brand and shows the people behind the work
Drives more engagement than branded accounts alone
Provide post templates or talking points but encourage personal voice
Celebrate wins internally so employees feel proud to share
Highlight top-performing posts to inspire others
Make it easy with tools or pre-approved content libraries
Empowering your team to become advocates turns your brand into a movement, not just a message.
Affiliate marketing is a clever way to turn your loyal fans, partners, or customers into promoters and reward them for spreading the word. Instead of relying only on your internal team, you expand your reach through people who already believe in your product.
By setting up a simple, transparent affiliate program, partners earn a commission or flat fee for every qualified lead or sale they generate. It’s performance-based, scalable, and cost-effective.
But to succeed, you need to make it easy and attractive for affiliates to promote your brand.
Attractive commission structure (percentage of sale or flat rate per lead)
Marketing assets ready to use:
Banners
Email templates (swipe files)
Pre-written social media content
Affiliate dashboard for real-time tracking, payouts, and performance
Regular communication and support:
Product updates
Exclusive promotions
Tips on how to boost conversions
Affiliate marketing is win-win: your brand grows while partners earn, all with minimal upfront cost and high ROI.
“On average, businesses earn $15 in revenue for every $1 spent on affiliate marketing (that’s a 15:1 ROI)”
Proprietary research studies are original research projects that your company designs and owns. Unlike using generic industry data or quoting third-party reports, proprietary research means you gather your own unique data, through surveys, product usage analytics, customer polls, or experiments.
By collecting and analyzing this exclusive information, you create fresh insights that no one else has. This kind of original data is highly valuable because:
It positions your brand as a thought leader with unique expertise
It attracts backlinks from other sites referencing your data
It earns press mentions and media coverage
It builds trust and authority with your audience
Brands like Proposify use this strategy to create content that’s widely shared and cited.
Product-Led Growth (PLG) is all about using your product as the marketing funnel, giving prospects a taste of the value before asking them to commit.
This could take the form of a free trial, freemium version, or limited-feature access.
Not a SaaS business? No worries. Service-based businesses can apply PLG principles too.
Free trials or freemium software (SaaS)
Free audits, assessments, or strategy calls (agencies)
Downloadable tools like templates, calculators, or dashboards
Lets users experience the value firsthand
Reduces friction and buying hesitation
Attracts high-intent leads organically
When people get a taste of what you offer, and it actually helps them, they’re far more likely to come back and pay.
If your social feed is mostly just links pointing elsewhere, chances are both the platform’s algorithm and your audience aren’t paying much attention.
Native content, content created specifically for each social media platform, consistently performs better. Whether it’s a LinkedIn carousel, Twitter thread, or a bite-sized tip, these formats keep people engaged without leaving the platform.
A proven content structure:
Hook → Problem → Mistake → Tip
Favored by platform algorithms (no external links)
More likely to be read, liked, and shared
Builds thought leadership and brand familiarity
Starting your own podcast can be powerful, but it’s a long game. If you want faster visibility and credibility, go on a podcast tour instead.
This means getting featured as a guest on niche B2B podcasts your target audience already listens to. You bring a unique tip, story, or strategy, and in return, you earn trust, reach, and brand exposure.
Chima Mmeje, an SEO consultant, used this strategy to great effect appearing on multiple shows to share her topic cluster framework, which helped establish her as an authority in the space.
Tap into pre-built, engaged audiences
Build trust faster through voice and storytelling
Great for SEO and backlinks when shows link to your site
Reusable content: repurpose clips, quotes, or key takeaways on social
Research niche podcasts in your industry
Pitch a unique angle (not just “talking about your business”)
Focus on value, not selling, the credibility is the conversion
A well-executed podcast tour builds brand authority, one conversation at a time.
Creating great content takes effort so don’t let it collect digital dust. Repurposing lets you stretch the value of one asset across multiple formats and platforms.
That ebook you spent weeks writing? Break it into bite-sized pieces and serve it in different ways to meet your audience wherever they are.
Turn ebooks into blog series or LinkedIn articles
Extract key stats or quotes for social media posts
Turn blog content into carousels or infographics
Record a video explainer or webinar based on written content
Convert tutorials into checklists, templates, or swipe files
Reaches different learning styles (readers, watchers, scanners)
Increases content ROI without starting from scratch
Reinforces your message through repetition and variety
Repurposing isn't just efficient, it's how smart marketers scale their impact.
Egnyte, a file-sharing and collaboration platform, hosted its Global Summit and repurposed the recorded sessions in several smart ways:
They clipped key segments featuring the CEO discussing industry trends and posted them on LinkedIn, accompanied by contextual summaries.
These posts garnered nearly 80 reactions and multiple reshares, driving viewers to watch the full summit replay, furthering both engagement and lead capture
To scale your efforts smarter, check out Content repurposing strategies !
Inbound marketing is all about being helpful, relevant, and engaging. It moves away from noisy, interruptive tactics and focuses on building genuine connections with your ideal B2B customers.
By applying these 15 strategies, from SEO and personalized outreach to influencer partnerships and content repurposing, you create a marketing engine that naturally attracts qualified leads and delivers a stronger ROI.
The secret? Consistency and value. Show up where your audience spends time, offer useful insights, and build trust step by step.
Start implementing these tactics today, and watch your inbound marketing efforts transform into sustainable growth and lasting relationships.
Want to make sure your efforts actually pay off? What is a good ROI: how to measure it? walks you through how to track, understand, and improve your inbound performance.
1️⃣
Q. What is the difference between inbound and outbound marketing?
A. Inbound marketing attracts potential customers by offering valuable content, while outbound marketing interrupts them with ads or cold outreach. Think of inbound as a magnet (blogs, guides, tools) and outbound as a megaphone (ads, cold emails).
2️⃣
Q. Why is inbound marketing more effective for B2B?
A. Because B2B buyers take longer to decide and care more about trust, expertise, and ROI. Inbound marketing builds that trust over time with helpful content, rather than pushing a hard sell.
3️⃣
Q. How long does it take to see results from inbound marketing?
A. Inbound marketing is a long-term strategy. Expect to see traction within 3–6 months, but significant ROI often shows up after consistent effort over 6–12 months.
4️⃣
Q. Do I need a big budget to get started with B2B inbound marketing?
A. Not necessarily. You can start lean by publishing blog content, offering a free resource, and using simple tools for email automation. The real investment is consistency and understanding your audience.
5️⃣
Q. What tools can help with inbound marketing?
A. Some great tools include:
For SEO: Ahrefs, Inpages, Ubersuggest
For lead capture: ConvertKit, MailerLite, HubSpot
For content: Jasper, Grammarly, Canva
For automation: Zapier, ActiveCampaign
6️⃣
Q. How can I measure the ROI of inbound marketing?
A. Track metrics like:
Website traffic from organic sources
Leads captured through forms or magnets
Email engagement and nurture conversions
Sales generated from inbound-qualified leads
7️⃣
Q. What types of content work best for B2B inbound marketing?
A. Some of the most effective include:
Blog tutorials and how-to guides
Free templates or tools
Case studies and customer stories
Webinars and virtual events
LinkedIn native content
