Inbound marketing has reached a tipping point. Today, large organizations are increasing their investments in content-driven lead generation and nurturing activities. While that doesn’t mean the basic concepts are changing, it is pushing these strategies and tactics into a new phase, something we’re calling “enterprise inbound marketing.”
Enterprise inbound marketing addresses the needs of larger companies. While smaller businesses are primarily focused on brand awareness and search visibility, most enterprises have been building their brand for years and are looking instead to improve the ROI of their marketing efforts. They see content as a key driver of both their lead generation campaigns and their lead nurturing campaigns so they can deliver more — and better qualified — leads to their sales teams.