In short, then, inbound marketing—as the name perhaps implies—involves giving potential customers a helping hand in finding your company through the creation of high-quality, compelling and relevant content. This way, you can reach customers before they’re actually at the purchasing stage of the buyer’s journey, potentially introducing them to something they hadn’t considered before.
The objective of B2B inbound marketing is to build brand awareness through content that’s relevant to the needs and interests of potential customers. This fosters positive sentiment towards your brand, favourably disposing consumers towards it. This content—which could take any number of forms, including blogging, infographics, white papers, or case studies—gives prospective customers something interesting and insightful to engage with