The rise of inbound marketing

Inbound marketing is gaining a heightened status as B2B brands seek better ways to court customers. But why the increased attraction and growing hype now? Alex Blyth investigates. 

When Kate O’Brien took on the role of marketing director at B2B telco Daisy Group in November 2011 she discovered a company where the primary marketing activities were still direct mail and e-shots to a database. But in just over a year, she has transformed the company’s marketing operations, introducing a sophisticated inbound marketing operation and generating remarkable results. 

She explains, “We wanted to make it easier for customers to interact and do business with us, while also driving cost efficiencies. This would make existing customers more loyal and help us deliver much warmer leads to our salespeople.”