You’ve likely heard the statistics. A whopping 94% of B2B buyers use online search as they make purchase decisions — and 70% entirely complete their research before reaching out to a potential vendor partner. That’s a lot of could-be sales you’re missing out on if you aren’t leveraging the power of inbound marketing.
Sounds great, right? Attract, engage, and delight prospects and customers for substantial business growth. It is! But, simply embracing the tenets of inbound marketing doesn’t mean you’ll meet with success.
Instead, an inbound marketing assessment is in order to truly answer the question, “Am I ready for inbound marketing?” Use these seven steps as guideposts to evaluate your organization’s readiness.
Knowing how, why, and against whom your organization competes in the marketplace is essential. Think of it as the foundation for and clear intention behind business decisions so you:
Your company’s key stakeholders may not understand how to start inbound marketing, or what to expect once an inbound marketing program is implemented. To help them get on board with inbound (and to help you manage their expectations), do legwork on:
Chances are your inbound marketing program will be deemed successful based upon hitting ROI or payback goals. That said, your inbound marketing assessment should include realistic KPIs that include consideration of:
Inbound marketing revolves around the buyer/customer and requires company alignment throughout the entire customer lifecycle. It’s critical you honestly evaluate:
Inbound marketing generally requires deep change throughout the entire organization. This means your leadership team needs to be ready to walk the talk — and not just at the beginning of the program. Do you have support and commitment needed from leadership and key stakeholders to be successful?
Having the willingness to start an inbound marketing program is important, but rolling it out and executing it to your organization’s best advantage requires practicality. Take a “big picture” look at:
Part and parcel to successful program execution is having the resources to support it. Carefully consider what taking on inbound marketing means in terms of:
An inbound marketing assessment is a valuable tool in determining your organization’s preparedness for inbound marketing. It also gives you an opportunity to identify and address any concerns that may arise so your program is ultimately successful. Dig deeper into how to get started with inbound in our info-packed Step-by-Step Guide to Inbound Marketing.