Why Inbound Lead Generation Creates Better Sales

Businesses generating 60% of their leads online are two times more profitable than those generating less than 20% of their leads online. (Source: Hinge Research Institute)

Inbound lead generation and inbound marketing work by helping your potential customer in a subject area they’re already interested in. In the world of the Internet, buyer’s self-educate. When they have a problem and need to diagnose the cause, their first stop is Google.

And their search will produce all kinds of results: blog posts, web pages, downloadable factsheets and eBooks, even images and video. If you’re not amongst those results, guess what! You may hear about this when it becomes a project, but by then, the companies that were in that search have already influenced the buyer’s thinking towards their solutions (what sales people call, ‘setting the basis of decision’.

So, the premise is simple. You need to be where your buyers are looking.

You attract, educate, inspire (even entertain) them – it’s natural that they are more keen to buy from you further down the line. And when you do speak to them, you know all about their interests and preferences, so the conversation is pointed and relevant.