By David Klein, Mashable:
Some companies seem to have an innate sense of just what it takes to attract a market. Or, perhaps it only appears that way. For most companies, it’s more likely that they learn through trial and error, research, and testing until they get it right.
The following five companies have each developed inbound marketing strategies that truly work. Here’s what those look like.
1. Salesforce: Leverages Content to Market the Cloud
According to Kieran Flanagan, inbound marketing manager for Salesforce.com, “The new B2B purchase journey is search-initiated, social powered, and buyer-controlled.” In fact, his take on the 80/20 rule is that for social success, it’s more like 90/10. That means 90% of your content marketing should be about customers and only 10% about your products. As the brains behind the Salesforce strategy, Flanagan’s job is “to produce transformational marketing that attracts visitors naturally through mediums like search engines, the blogosphere, and social media.”
The Salesforce strategy has been to generate leads by building — and effectively promoting, through multiple channels — a “content-rich micro-site” valued by the target market… Read more