Hence the importance and growth of Inbound Marketing: it allows us to achieve better positioning. But although this sounds very promising in theory, in practice it is very difficult to carry out successfully, as it requires constant work to publish valuable content that accompanies the different stages of the purchasing process.
When we talk about consultative sales, where the process can be medium to long term and take between 3 months and a year, it is likely that our company will need to have contact with several interlocutors, and even require different commercial profiles in the negotiation.
In these complex cases, Inbound Marketing alone will not generate a pipeline or close sales, and this is important to highlight: When the process is certainly automated or tends towards sales service (when the user or buyer vietnam mobile number resolves the purchasing process in digital channels, such as an e-commerce or SaaS products that have better online onboarding), IM connects very well with the pipeline, since the process flows from beginning to end on the web.
However, when a company sells a complex product or service, human contact is needed. In this case, Inbound Marketing helps us generate and cultivate leads, allowing us to identify which ones meet the characteristics of the buyer persona or client archetype we are looking for. But if we want to understand where the need really is, where the problem to be solved is in this consultative sale, we need to have personal interaction, and that is where telephone follow-up and one-on-one interaction become indispensable.
In these cases, we must integrate the two worlds.
As we can see, Inbound Marketing and Telephone Prospecting are not two competing forces. On the contrary, we can imagine a scenario where one accompanies the other, since brands need to have a good positioning and automate certain communication processes with prospects, but they must also establish direct dialogues with potential clients. In this way, telephone follow-up or inside sales really adds value to closing new businesses.