Students develop an inbound marketing strategy for a B2B focused business and devise a strategy to increase lead generation and nurture leads into customers.

The Inbound Digital Marketing report should outline the inbound strategy for the B2B focused business, including the following:

Market Analysis & Goals

• Business Objectives
• Market & Competitive Analysis
• Baseline Metrics - website and social media audits
• SEO Audit
• Digital Marketing Measurement Model (DMMM)
• Google Analytics & Google Tag Manager

Targeting & Campaign

• Target Audience & Buyer Persona(s)
• Where do they live online and what are their pain points, problems & questions
• Quality Lead Definition
• Campaign Idea
• Content Creation - eBook, whitepapers, case studies, webinars, events, etc.

Inbound Marketing Strategy

• Explain each stage of the sales funnel - Awareness, Consideration and Decision
• What is the content strategy at each stage
• What is the promotional strategy - SEO, blogs, social media, forums, groups, events, CTAs
• Lead capture - landing pages, forms, thank you pages
• Lead nurturing workflow - starting conditions, timeline, content shared, email examples, CTAs
• Explain what happens if people enter at various stages of the funnel or if people drop out of the funnel