Inbound Marketing and CRM Agency

Inbound marketing is a set of digital marketing strategies focused on attracting potential customers in a non-intrusive way, by creating valuable content that interests them and solves their needs through quality content, search engine optimization, social media and other digital platforms. The end goal is to turn visitors into loyal customers and brand promoters.

In industrial B2B the practical difference is this: you don’t chase people who don’t know you, you show up when someone is looking for how to solve a problem you solve. Because the buying cycle lasts months and a committee makes the decision, content is what keeps you present between the first visit and the signature.

The inbound marketing methodology has four stages.

Attract, with relevant content backed by SEO, content marketing and social media. Convert, when the visitor leaves their details in exchange for something useful. Close, by guiding the contact until sales can call them. And delight, with follow-up, email marketing and useful content after the purchase.

Each stage measures something different. If you measure visits at the closing stage, you’ll make the wrong decision. In B2B this matters even more, because the buyer can take months between the first visit and the decision.

Inbound marketing and outbound marketing are two different approaches within a digital marketing strategy. Inbound focuses on attracting potential customers in a non-intrusive way, creating quality content to draw them in and turn them into brand promoters. Outbound aims to reach customers with more traditional, direct tactics, such as TV advertising, mass emailing and cold calling.

In industrial B2B it’s almost never one or the other. Paid media opens markets and launches products; inbound builds the authority that gets you chosen months later. What doesn’t work is doing inbound with nobody to call the lead.

Inbound tools help automate and measure the whole process: automation and CRM platforms such as HubSpot, analytics tools such as Google Analytics, content management systems, social media, SEO tools and heatmap tools.

The core of the system is the CRM (customer relationship management), which is where the customer relationship lives. B2B teams usually add integration with the sales CRM and with LinkedIn Ads to connect campaigns, leads and pipeline in a single source of data. At Novicell we’re a HubSpot partner agency, so we implement, automate and measure the full funnel on a single platform.

We design the complete strategy around your situation: an analysis of where you are today, buyer persona definition (including the technical profiles and buying committees typical of B2B), a content map for each funnel stage, HubSpot implementation and setup, nurturing automations, lead scoring, CRM integration and ongoing reporting.

We work with marketing and sales at the same time, so that inbound delivers qualified leads the sales team actually wants to follow up.

It depends on three things: whether HubSpot needs to be implemented from scratch or you already have it, how much content needs to be produced each month, and in how many languages.

Implementation is a project with a beginning and an end. Ongoing support is a monthly fee, which depends on the volume of content and the number of automations to maintain. We’ll tell you at what point it makes sense to start, and when it’s better to wait.

Fewer, better leads: the sales team stops filtering and starts calling. From there, an inbound marketing strategy builds trust and credibility, improves visibility in search engines and enables more targeted communication.

For B2B and industrial companies it also brings a key advantage: it keeps the brand present during the months of research that come before a technical or high-value purchase decision.