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Too many B2B organisations are still guilty of generating poor quality leads. By developing close cooperation between sales and marketing teams, companies can focus on solving issues and providing sought-after information that potential clients need to generate sales-ready leads.

A crucial factor in developing an effective B2B inbound marketing strategy is understanding how customer journeys are completed within your sales cycle. Typically, B2B customer cycles are more complicated than B2C models and can vary customer to customer, let alone industry to industry. Inbound marketing is useful in supporting different touch points of the sales model. Yet great content alone is not enough to be effective: information needs to be provided in the right context, to the right audience, at the right time and on the right platform. Social media is still one of the best platforms for businesses to drive revenue by increasing awareness among a keen audience, with an overwhelming majority of B2B leads from social media coming from LinkedIn. View our infographic for more facts about using inbound marketing for successful B2B leads generation.

About the Author


Manuela leads the Marketing division at IMS, advising clients on branding and market positioning in both Europe and Asia.

Prior to joining IMS, Manuela worked in financial regulation and compliance. Past experiences include representing France in roundtable discussions in Brussels for the European Venture Capital Fund (EuVECA) Regulation.

She obtained her LL.B (Hons) at UCL before graduating from Sciences-Po, Paris, with a Master’s in Financial Regulation.

Connect with Manuela Burki on LinkedIn

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