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Mike Lieberman, CEO and Chief Revenue ScientistFri, May 5, 2017 4 min read

Shorten Your Buying Cycle with Inbound Marketing

{}Every company wants to shorten its buying cycle. It takes copious amounts of time to find customers and then lead them through the sales process until they’re ready to buy. The longer the cycle, the more likely you are to waste time, waste resources, and even potentially lose customers. 

This is why many companies are using inbound marketing to speed up the buying cycle.

Customers Come to You

A big challenge that companies face is getting their products in front of customers. Sales teams can spend a lot of time trying to hunt down customers, generate leads, and get customers through the cycle. This means teams spend the majority of their time looking for customers to sell to, rather than doing any selling. 

This kind of sales model requires companies to spend a lot of money for employees to research rather than sell and make a profit. Luckily, with the internet and social media, there is now a better way to do this: inbound marketing.  

With inbound marketing, your various teams create content for your website and social media. This content helps draw customers to your site because they are interested. Already, the buying cycle is shorter because your sales reps aren’t spending as much time looking for leads. Customers are coming to them.

You Can Track Customers

Using inbound marketing as a primary way of drawing customers to your site means that you know where they are in the buying cycle. Inbound offers a wealth of lead intelligence via website analytics your reps can use to their advantage. This allows your sales reps to offer more relevant information at the right time. For example, if customers are looking at your pricing page, rather than your blog, you know they’re further down the sales funnel and almost ready to buy. 

Allowing customers to ask questions via social media or in the comments section of your blog or website also allows your sales team to offer supportand to answer any questions that customers have. This lets you build up a rapport with your customers and continues that human interaction. 

Tracking customers using analytics can also provide insights into where you’re losing customers during the sales process. You can then fix your process to improve future results. You can track trends to see if you lose customers on a particular step of the process and then see if that’s because there is something wrong with the mechanics of the page, or if it is unclear about what the next step is.All of this data is imperative in helping you shorten your buying cycle.

You Have Content to Show Unresponsive Customers

An important part of inbound marketing is content marketing. Marketing is creating blog posts, social media posts, product guides, e-books, etc. This content is great to use to draw new customers to your company and products, but it’s also perfect to share with previous customers or leads who have been unresponsive.

Having new content and sales materials enables your sales team to reach out to previous customers and inform them about new products or services. It gives them a reason to start conversations.

It also gives your sales team confidence. It’s incredibly challenging to speak with customers when there is nothing new to talk about. With all of this new content that’s being generated,your sales team will always have something to share. That will embolden them and help shorten your buying cycle because all of the information they need to start valuable conversations is at their fingertips.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.