{"id":722,"date":"2015-11-23T00:00:00","date_gmt":"2015-11-22T23:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2015\/11\/23\/inbound-marketing-2015\/"},"modified":"2023-04-28T09:07:50","modified_gmt":"2023-04-28T07:07:50","slug":"inbound-marketing","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/inbound-marketing\/","title":{"rendered":"Inbound marketing 2015"},"content":{"rendered":"<p>Hubspot vsako leto izvede\u00a0<a title=\"State of Inbound 2015\" href=\"http:\/\/www.stateofinbound.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">raziskavo\u00a0<\/a>med marketingarji in prodajalci po vsem svetu. Povpra\u0161a jih o njihovih prioritetah, izzivih in na\u010dinih, kako jih premagujejo. Kot \u017ee naslov pove, se poro\u010dilo osredoto\u010da na\u00a0<em>inbound<\/em>\u00a0oziroma vhodni marketing. Kako pritegniti\u00a0potencialnega kupca z dobro vsebino, za razliko od \u2018klasi\u010dnih\u2019\u00a0<em>outbound<\/em>\u00a0oglasov in kampanj?<br \/>\nZ lanskim letom so v zgodbo dodali tudi prodajo. Sedaj raziskujejo izzive in najbolj\u0161e prakse skozi celoten\u00a0<a title=\"Prodajni lijak \u0161e nikoli ni bil tako aktualen\" href=\"https:\/\/madwise.si\/prodajni-lijak-se-nikoli-ni-bil-tako-aktualen\/\" target=\"_blank\" rel=\"noopener noreferrer\">prodajni lijak<\/a>\u00a0\u00a0\u2013 oziroma nakupno pot. Rezultati so zanimivi. Ste na primer vedeli, da 75% vseh vpra\u0161anih preferira\u00a0inbound\u00a0marketing pristope pred ogla\u0161evanjem? Za ob\u010dutek, kje se nahajamo in kaj bi se \u0161e dalo delati bolje, pa povzetek spodaj:<\/p>\n<p>&nbsp;<\/p>\n<h2>Mala in srednja podjetja imajo raje inbound marketing\u00a0<img decoding=\"async\" class=\"alignright wp-image-3205 size-medium\" title=\"Inbound marketing - velikost podjetja\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/Inbound-company-size-300x178.png\" alt=\"Inbound marketing - velikost podjetja\" width=\"300\" height=\"178\" \/>pristope<\/h2>\n<p>Manj\u0161a in srednja podjetja so bolj osredoto\u010dena na vitke prostope in inbound \u0161e naprej ostaja temelj njihovega marketinga. Pravzaprav to velja za vsa podjetja, ki letno namenijo manj kot 5 milijonov dolarjev za marketing.<\/p>\n<p>V podjetjih z ve\u010d kot 200 zaposlenimi je razporeditev sredstev med inbound in outbound orodja enakomerna.<\/p>\n<p>&nbsp;<\/p>\n<h2>Novi leadi z vsebinskim marketingom prioriteta za male, up-sell in ROI za velike<\/h2>\n<p><a href=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/Inbound-prioritete.png\"><img decoding=\"async\" class=\"alignleft wp-image-3206 size-medium\" title=\"Inbound marketing prioritete\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/Inbound-prioritete-300x202.png\" sizes=\"(max-width: 300px) 100vw, 300px\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/Inbound-prioritete-300x202.png 300x, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/Inbound-prioritete-500x336.png 500x, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/Inbound-prioritete.png 915x\" alt=\"Inbound marketing prioritete\" width=\"300\" height=\"202\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>V kategoriji malih in srednji podjetij\u00a0je fokus\u00a0predvsem na\u00a0<a title=\"5 idej za generiranje novih leadov\" href=\"https:\/\/madwise.si\/5-idej-za-dober-tofu-ali-zakaj-se-prodaja-zacne-na-vrhu\/\" target=\"_blank\" rel=\"noopener noreferrer\">generiranju novih leadov<\/a>in\u00a0<a title=\"Dvignite konverzijo\" href=\"https:\/\/madwise.si\/prodate-le-10-kontaktom-dvignite-konverzijo\/\" target=\"_blank\" rel=\"noopener noreferrer\">pove\u010danju konverzije<\/a>\u00a0tistih, ki se \u017ee nahajajo v prodajnem lijaku.<\/p>\n<p>Ta dva cilja ostajata\u00a0prioriteta tudi za najve\u010dje v naboru vpra\u0161anih. V tej kategoriji pa na pomembnosti pridobi razvoj poslovanja na obstoje\u010dih strankah in dokazovanje povratka investicije v marketing.<\/p>\n<p>Zanimivo pa je, da podjetja (\u0161e) ne razmi\u0161ljajo preve\u010d o zni\u010danju stro\u0161ka na posamezen lead.<\/p>\n<p>&nbsp;<\/p>\n<h2><\/h2>\n<h2>Najve\u010dji izziv vsebinskega marketinga je dokazovanje ROI<img decoding=\"async\" class=\"alignright wp-image-3207 size-medium\" title=\"inbound marketing - najve\u010dji izziv\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/inbound-najve%C4%8Dji-izziv-283x300.png\" sizes=\"(max-width: 283px) 100vw, 283px\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/inbound-najve%C4%8Dji-izziv-283x300.png 283x, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/inbound-najve%C4%8Dji-izziv.png 541x\" alt=\"inbound marketing - najve\u010dji izziv\" width=\"283\" height=\"300\" \/><\/h2>\n<p>Prikaz povratka v marketin\u0161ke investicije je za marketingarje najve\u010dja te\u017eava. Neposredno z njo je povezan drugi izziv. Tisti, ki znajo dokazati ROI, imajo mo\u017enost zvi\u0161anja budgetov.<\/p>\n<p>Poro\u010dilo ka\u017ee, da inbound prina\u0161a vi\u0161ji ROI za vse vrste podjetij. Se pa tu seveda postavi vpra\u0161anje \u2013 ali je razlika v povratku investicije res tako velika ali je razlog dejstvo, da je inbound marketing spletna strategija. In na spletu vlo\u017eek la\u017eje merimo kot pri na primer\u00a0tiskanem oglasu ali jumbo plakatu.<\/p>\n<p>&nbsp;<\/p>\n<h2>Najbolj\u0161i marketingarji za inbound uporabljajo marketing automation<\/h2>\n<p>Raziskava je pokazala, da najuspe\u0161nej\u0161i med vpra\u0161animi uporabljajo sistem\u00a0<a title=\"Marketing automation v treh minutah\" href=\"https:\/\/madwise.si\/marketing-automation-v-treh-minutah\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketin\u0161ke avtomatizacije<\/a>. Ta jim je v leto\u0161njem letu tudi pomagal zagotoviti vi\u0161je budgete. Ni presenetljivo, da so najbolj\u0161i tudi bolj vpeti v prodajne procese in nakup tehnolo\u0161kih re\u0161itev za prodajo.<\/p>\n<h2><\/h2>\n<h2>Najbolj\u0161i spremljajo analitiko najmanj 3x tedensko<\/h2>\n<p><a href=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/Inbound-analytics.png\"><img decoding=\"async\" class=\"alignright wp-image-3211 size-medium\" title=\"Inbound marketing - analytics stat\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/Inbound-analytics-300x73.png\" sizes=\"(max-width: 300px) 100vw, 300px\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/Inbound-analytics-300x73.png 300x, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/Inbound-analytics.png 716x\" alt=\"Inbound marketing - analytics stat\" width=\"300\" height=\"73\" \/><\/a>Raziskava ka\u017ee, da vpra\u0161ani, ki se z analitiko ukvarjajo trikrat na teden ali ve\u010d, dosegajo vi\u0161ji ROI. Tudi tu ni ve\u010djega presene\u010denja. Je pa fino, ko se podatek poka\u017ee v konkretnih \u0161tevilkah.\u00a0Upravljamo lahko le tisto, kar merimo.<\/p>\n<p>&nbsp;<\/p>\n<h2>Prodaja: Zaklju\u010devanje posla je TOP prioriteta<\/h2>\n<p><a href=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/Inbound-Sales-priorities.png\"><img decoding=\"async\" class=\"alignleft wp-image-3208\" title=\"Inbound marketing - Sales priorities\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/11\/Inbound-Sales-priorities-300x249.png\" alt=\"Inbound marketing - Sales priorities\" width=\"354\" height=\"294\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Ne glede na regijo, B2B ali B2C delovanje ali funkcijo vpra\u0161anega, zaklju\u010devanje prodaje ostaja prva prodajna prioriteta. Takoj za njo se nahaja zvi\u0161evanje u\u010dinkovitosti prodajnega lijaka. Prodaja \u017eeli svoje delo opraviti hitreje.<\/p>\n<p>Kar se ti\u010de tehnologije, se prodajalci po vsem svetu borijo z ro\u010dnim vnosom podatkov v CRM sisteme. Naslednji izziv je pomanjkanje integracije z ostalimi orodji.<\/p>\n<h3>Komu je namenjen inbound marketing?<\/h3>\n<p>Ne glede na to, kako dale\u010d je va\u0161 digitalni marketing, so rezultati uporabni. Morda se boste zadovoljno namuznili, dobili kak\u0161no novo idejo ali pa postavili va\u0161 marketing na glavo.\u00a0\u010ce va\u0161 kupec pri\u010dakuje inbound marketing, mu ga je pa\u010d treba dati.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hubspot vsako leto izvede\u00a0raziskavo\u00a0med marketingarji in prodajalci po vsem svetu. Povpra\u0161a jih o njihovih prioritetah, izzivih in na\u010dinih, kako jih premagujejo. Kot \u017ee naslov pove, se poro\u010dilo osredoto\u010da na\u00a0inbound\u00a0oziroma vhodni marketing. Kako pritegniti\u00a0potencialnega kupca z dobro vsebino, za razliko od \u2018klasi\u010dnih\u2019\u00a0outbound\u00a0oglasov in kampanj? Z lanskim letom so v zgodbo dodali tudi prodajo. Sedaj raziskujejo izzive [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":1096,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7,14],"tags":[],"class_list":["post-722","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalna-transformacija","category-vsebinski-marketing","entry"],"acf":{"drugi_del_vsebine":"","izpostavljen_vodic_shortcode":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Inbound marketing 2015<\/title>\n<meta name=\"description\" content=\"Kako z inbound marketingom pritegniti potencialnega kupca z dobro vsebino, za razliko od \u2018klasi\u010dnih\u2019 outbound oglasov in kampanj? 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