These are the main areas an inbound manager should focus on:
Own Outcomes
Deliver on a quarterly, global target for Inbound (organic) pipeline across all lifecycles of the business (new logo, expansion and upsell).
Develop Strategy
Build the inbound/digital strategy and roadmap to achieve business outcomes -- including increased site traffic, improved MQL conversions, and pipeline growth. Contribute to the organic search strategy, web experience, content strategy, etc. to produce outcomes.
Align
From concept through execution, partner and influence teams across Marketing and Sales. Serve as the primary Marketing advisor ensuring visibility, training, and content needs are met for peak efficiency.
Execute
Implement programs in conjunction with dedicated teams. Examples include CRO experiments, keyword/meta tag optimizations, localized web improvements, and BDR sequence A/B tests. Provide business requirements for tools that support needs for customer engagement (e.g. chat, landing page builders etc.)
Reporting
Define and monitor all relevant KPIs for the business. Communicate with stakeholders on business performance and needs.
With a wealth of information just a click away, buyers are much more likely to do their own research rather than reach out directly to a salesperson or wait for a salesperson to call.
Inbound is a response to that. The idea is that because consumers are doing their own research, and not reaching out to companies until much later in the buying process, companies need to find a new way to establish a relationship with consumers.
Enter inbound. Resources like ebooks, webinars, and videos help companies build relationships for the long term. The hypothesis is that if the consumer sees your company as an advocate and a thought leader before they need help, they are much more likely to turn to you when they actually need help.
Examples of inbound resources:
- eBooks
- Checklists
- Infographics
- Webinars
- Blogs
- Videos
- Podcasts
- Landing pages and website pages optimized for keyword searches
- Sponsored content
- In-person inbound
- Exclusive dinners
- Open user groups
- Free classes
For sales and marketing teams to be successful, building trust and relationships early is critical. The process is buyer-driven - Prospects choose when to interact and what to interact with based on their needs. Because the resources are mapped to the stages of the buyer’s journey, we can figure out where they are in the buying process.
Sources:
https://www.linkedin.com/jobs/view/3462222844/
https://www.amazon.com/Getting-Started-Demand-Generation-Supercharge-ebook/dp/B07NCHL575/