For a long time, B2B (business-to-business) marketing was all about inbound. The goal was to attract customers with valuable, tailored content. Companies put marketing dollars into developing engaging material. The content showed the companies’ offerings without pushing sales. The goal was to create brand awareness and attract new business. They waited for potential clients to discover their content and hire them.
But here’s a reality check:
“Build it, they will come” doesn’t work in today’s digital landscape.
You can’t generate leads without driving traffic to your website. And you can’t drive traffic to your website without a clear outbound B2B marketing strategy.