By adopting the inbound marketing approach, tech companies can convert the large problem of reaching a huge market into a smaller problem of being present in a few channels. These channels vary based on the stage of the funnel that you target.

1. Why Tech Companies Should Switch To Inbound Marketing
6 Ways to Start Your Inbound Marketing
Program

2. My friend often says, “I love technology – you can sell it to anyone.” Technology has,
over the past two decades, become the backbone of every industry, from agriculture to
energy, from manufacturing to retail and from consumer goods to financial services.
And therein lies the problem.

3. “If you can’t know all your customers, let all of them know you.”
This is one of the fundamental principles on which we at Digitant operate, and is one
of the pillars of inbound marketing.

4. By adopting the inbound marketing approach, tech companies can convert the large
problem of reaching a huge market into a smaller problem of being present in a few
channels.

5. So what do you need to get started with inbound marketing.
1. A kickass website
Your website needs to informative and yet persuasive. Visitors should get enough
value from your website to be interested in you and then know how to talk to you.
Resources required:
• Part-time developer and designer
• A tool to create landing pages, forms and CTA
• An analytics tool to figure out what’s working
• A creative copywriter who understands your business deeply

6. 2. Discoverability on search engines
About 40% of traffic to the websites of tech companies comes from search. Further,
this traffic has immense potential because visitors have already exhibited purchase
intent by searching for keywords related to your business. You are simply available to
them like a Coke machine in a desert.
Resources required:
• Part-time SEO specialist
• A list of keywords to be targeted
• A tool to optimize your website and your blog for these keywords
• A list of target websites where you want your website’s link to be referred back from
• A content writer who can write blogs around these keywords

7. 3. A voice on social media
While social media can support your marketing efforts at various stages of the
purchase journey, it is most effective at building your brand and generating leads as a
by-product.
Resources required:
• Part-time social media specialist
• A list of Twitter influencers whom you need to convert into advocates
• A list of relevant bloggers and publishers whom you can leverage for promoting
your thought leadership articles
• A list of forums such as LinkedIn Groups and Quora where you can participate in
ongoing conversations
• A social media calendar for you to post curated and original content

8. 4. A lead nurturing program
The lead nurturing program is to convert your cold leads into hot leads. Visitors have
given you permission to approach them by leaving their contact information with you.
Use that information not to cold call and lose their interest, but to build up their
interest.
Resources required:
• Part-time email marketing specialist
• A tool for creating drip campaigns
• A tool for creating landing pages, forms and CTA (already mentioned above)
• An email service provider
• A newsletter theme (which can be fulfilled by the social media specialist)
• Lead scoring (should be available with the drip campaign tool)
• CRM (for your sales team)
• Email writer (which can be fulfilled by the content writer)

9. 5. A content backbone
As you have seen, content is integral to every aspect of inbound marketing. Without
content, you cannot have a website, nor can you be found on search engines, nor can
you promote yourself through social and email channels, and most importantly, cannot
maintain your blog. It is essential for an inbound marketing program to have a savvy
content writer who understands the business.

10. 6. Learn and repeat process
Finally, you need someone to manage the entire process in parallel tracks, evaluate
the most effective activities, and experiment with new initiatives.
Resources required:
• Part-time marketing manager
• Analytics tools (already mentioned above)
• Project Management tool

11. Conclusion:
To summarize, here is a list of all resources required for your inbound marketing
program:
People:
• Part-time marketing manager
• Part-time SEO specialist
• Part-time social media specialist
• Part-time email specialist
• Part-time developer and designer
• Full-time content writer
The reason I emphasize on part-time resources is because most B2B companies do
not have the volume or the need for full-time resources. Yes, if you are IBM you
probably have an army of each of them sitting in your office. But if you are an SMB or
a mid-market tech company, then you probably do not need full-time resources.

12. Tools:
• Create landing pages, forms and CTA
• Market intelligence (competitors, industry, customers, suppliers, influencers and
partners)
• Keyword optimization
• Drip campaigns
• Newsletter
• Analytics
• Project management
• Lead scoring
• CRM
You could either look at different tools for each of these activities and then integrate
them, or get a consolidated “marketing automation” tool such as HubSpot that rolls all
the activities into one platform.

13. Thanks For Reading
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Digitant Consulting Pvt. Ltd.
791, Rd Number 40, Jubilee Hills, Hyderabad
Telangana 500033
Email : info@digitant.com