Inbound Marketing

In today’s world, it’s becoming increasingly harder for your business to get its message out into the marketplace. Gone are the days where outbound marketers could barrage customers with ads, cold calls and emails - and expect high levels of response. Today’s prospect is too busy to answer cold calls between nine and five and also has the means to tune out these attempts to interrupt.

If they are looking for a business service or a solution to a problem, they are probably doing their research and understanding the options available well before they want to engage with a salesperson. 

Thanks to the internet, there are now a variety of ways your business can promote itself online, helping it to be found by interested prospects, but that also applies to every other business.

Therefore, in order to stand out online, and capture the attention of your ideal prospects, to interact with them and to raise your business profile, you need to look for more effective alternatives.

And that’s where Inbound Marketing comes in.

B2B Inbound Marketing Agency

But what is Inbound Marketing?

HubSpot’s Brian Halligan coined the term in 2005 as a marketing methodology where attention – and sales interest – is earned by drawing customers to the brand’s website through producing interesting content, such as blogs, social media marketing, media coverage, eBooks, case studies and other forms of content marketing.

HubSpot also asserts that Inbound Marketing is especially effective for businesses that deal with high value, long research-based sales cycles and knowledge-based products and services. In these areas, prospects are more likely to want to educate themselves and work with someone who demonstrates the appropriate levels of expertise.


How to successfully launch and deploy an Inbound Marketing Programme from The B2B Marketing Lab on Vimeo.

The Inbound Marketing methodology is broken down into four stages:


You attract your ideal prospects to your website through tailored, targeted content, which answers your prospects’ questions, helps to show them how to solve their business problems and demonstrates your understanding of their business.


Once on your website, you will encourage your prospect to interact with you by offering them an asset of educational value. You use calls to action to convert them into sales enquiries – and you use landing pages to gather information about their business and the problems that they are looking to solve.


In moving your prospects down the sales funnel, you need to nurture their interest by providing them with relevant information and educating them. This process is associated with lead scoring to allow you to understand those who are ready to engage. Lead scoring allows you to focus you precious sales resource.


Once the sale is closed, the relationship with your customer is only just beginning. Marketing Automation tools allow you to automate the process of regular customer contact to support your customer service and delight your customers. Happy customers like to share their successful relationships. 

Our Services

The B2B Marketing Lab is a specialist Inbound Marketing consultancy. As a HubSpot Diamond Certified Partner, we are well versed in all things Inbound – and can advise you on developing a structured, high-quality Lead Generation Inbound Marketing programme.

We develop our marketing campaigns on the principles of generating high-quality content in all forms; – copywriting, design, video – and distributing this content across all relevant channels, including traditional print and online publications, social media and even via email marketing.

Lead Generation services:

If you’re having trouble with your lead generation activity, we can develop all encompassing inbound marketing programs which utilise all the channels on offer, bringing you traffic from multiple sources.  

 Marketing Automation services:

Our team has knowledge of a variety of marketing automation platforms - and whilst HubSpot is our platform of choice and specialisation, we can provide you with support for other platforms.

Content Marketing services:

We can develop a content plan aligned with your buyer personas and business objectives, utilising the data you have acquired, as well as conducting comprehensive content research to identify new and lucrative content opportunities.

Inbound Marketing Agency London UK

Email Marketing services:

Using advanced list segmentation and automated workflows, we can design personalised and effective emails which we can then send to targeted sections of your customer base, helping you develop high-quality leads.

Social Media Marketing:

We can assist you in amplifying your content through social media. We firstly identify key channels where your ideal prospects are located and manage your social media on your behalf, increasing traffic to your website.

Search Engine Optimisation:

It’s vital that your website ranks highly on SERPs - and to this end - we can optimise your website and content, ensuring that it’s consistently found by interested parties, allowing you to generate more traffic.

Paid Media:

If your organic marketing methods have reached exhaustion, paid search offers an alternative platform for your business to expose itself further online. Our team of PPC experts can design a PPC campaign that consistently brings you high-quality traffic.

B2B Inbound Marketing Manager's Playbook

Our download takes a deep dive into the world of being an Inbound Marketing Manager, what to expect on a day to day basis, as well as the number of different elements you need to keep on top of to ensure your Inbound Marketing campaigns are performing well.

In this webinar you will hear Bob talk about;

  • The fundamentals of Inbound Marketing
  • All the elements which make up an Inbound Marketing campaign, and why they're important
  • Individual tips and tricks to help you in your day to day working life
Download Now
Inbound Marketing Manager's Playbook eBook