Digital and services
French Inbound marketing agency
You're looking for leads
qualified or leads?
Our inbound marketing agency reconciles marketing and sales by attracting future customers through attractive content, targeted web traffic and sales lead generation.
Prospecting with inbound marketing naturally generates leads that are qualified until they are passed to sales, following a precise process run by aligned sales and marketing teams with complementary skills. Attracting, engaging and convincing your future clients is the job of our CVS Marketing experts, backed by more than 25 years’ experience in B2B marketing.
Let's talk about inbound or permissive marketing.
Why inbound marketing in B2B?
FOCUS
Focusing sales on high-value-added customers
OPTIMIZATION
Cutting sales prospecting costs with digital channels
VISIBILITY
In the digital age, the power lies with the buyer.
Highly connected, today's buyer researches, compares and chooses products and services online. Suppliers must therefore adapt to these new behaviours and ways of using the internet. That means standing out on a search engine such as Google (88.1% of searches in France across all devices, StatCounter, September 2026). But being visible online also requires a relevant and attractive offer. This value proposition must spark the buyer's interest and encourage them to contact their future supplier – in the right place, at the right time.
Our environment is increasingly competitive.
More and more B2B companies are seeking to refocus their sales force on high-value clients to withstand increased competition. That requires freeing them from the burden of prospecting. Moreover, a cold prospecting visit is inefficient yet costly: between €120 and €180 per field visit depending on the sector (Sidely estimate, 2025). This is why the upstream phase of the sale (prospecting) is increasingly entrusted to specialist teams.
Digital sales and marketing :
new tools, processes and trained teams
Thanks to inbound marketing, no more forgetting to follow up with prospects. Calling on an inbound marketing agency like CVS Marketing means you can recontact them at the right time, with the right offer. No more outbound telemarketing calls. From now on, entrust them with the task of receiving and qualifying incoming requests. Trained in sales techniques, your telemarketing teams will become experts in qualifying leads right through to opportunities.
Inbound Marketing Agency
New strategies for winning over potential customers. Up to a five-fold reduction in your prospecting costs. Better follow-up 'from lead to customer'. And after the sale: additional services, loyalty, brand image. CVS Marketing provides advice, value and marketing services on a daily basis.
The journey of an inbound lead, from visitor to customer
Inbound marketing moves each contact forward in five stages. At each stage, a piece of content and a precise progression criterion: this is what ensures that only sales-ready leads are passed to the sales team.
CVS Marketing defines with your teams the criteria for moving from one stage to the next (scoring rules), the content to offer at each stage and the moment the lead is passed to the salesperson in the CRM.
Specialist in energy, industry and construction
We can help you define your B2B digital strategy, train your teams or choose the best marketing automation tool for your business in energy, industry, construction and professional services.
B2B inbound marketing
- Marketing Automation selection
- Lead generation workshop
- Marketing and sales lead management workshop
- Inbound marketing and automation training
- Production of marketing content
- Inbound marketing outsourcing
Inbound business development strategies
We can help you define your business development strategy based on the principles of permissive marketing. As specialists in the energy, industry, construction and professional services sectors, we publish quality content on the web to attract your future customers and get them talking. We work alongside you to help them in their selection process, and then get them to contact you when their project is sufficiently advanced.
Execution of the multi-channel inbound marketing plan
To do this, we improve your natural search engine optimisation. We use social networks, but also ultra-targeted and ultra-personalised content. These provide key answers to your prospects' questions. It's then up to them to decide whether they want more content or to contact one of the company's sales experts. We use the leading marketing automation software on the market.
Marketing automation tailored to YOUR business and support
Do you have a project to acquire Marketing Automation software for your marketing / Inside Sales team? Well done! We can help you with the sourcing (research and comparative analysis) and scoring of marketing automation software, with complete impartiality towards suppliers. What's more, we can help your in-house teams to grow thanks to our marketing automation training, onboarding and outsourcing services.
Planning
inbound campaigns
Audit of your assets, re-use of optimised content, creation of new marketing content, landing pages, technical set-up and planning of the distribution of inbound marketing campaigns using tools that may or may not be connected to the CRM.
Entrust your digital prospecting to a specialist
Test & learn inbound
and optimisation
Setting up A/B testing campaigns, scenarios, optimising interactions (downloads, requests for information). Monitoring the maturity of prospects (BANT), seasonal customer communications campaigns: up-selling, cross-selling, loyalty-building.
Optimise conversions and lead quality
Marketing automation outsourcing
Outsourced management of your automated marketing campaigns according to your objectives and schedules. Provision of performance reports (sending rates, opens, clicks, conversions, etc.) and priority prospect lists.
Offer a unique customer experience at the right time
Frequently asked questions about inbound marketing
Inbound or outbound: which should you choose in B2B?
The two approaches complement each other. Outbound (phone prospecting, email, social selling) goes after targeted accounts and produces meetings quickly. Inbound attracts buyers who are already looking for a solution, with a cost per lead that falls over time. CVS Marketing often combines both: inbound to capture demand, social selling for priority accounts.
Which marketing automation tool should you choose?
The choice depends on your CRM, volumes and in-house skills. HubSpot suits SMEs that want CRM and automation in a single tool. Other solutions integrate with an existing CRM such as Salesforce or Microsoft Dynamics. CVS Marketing recommends starting with simple scenarios (welcome, follow-up after a download) before investing in a complex tool.
How long does inbound marketing take to produce leads?
The first leads often arrive as soon as well-targeted downloadable content and optimised forms go live. Volume then grows with organic search, which takes 3 to 6 months for the first effects. To accelerate, content can be promoted on Google Ads or LinkedIn.
What content should you produce for B2B inbound marketing?
Content that answers your buyers’ real questions at each stage: articles and guides to attract, white papers, case studies and comparisons to convert, demonstrations and data sheets to decide. CVS Marketing produces them with your subject-matter experts; see our offer for content preparation.
Find out more...
Search Engine Optimisation (SEO)
Search Engine Advertising (SEA)
Optimise click-through rates, web conversions and costs with an adwords management expert.
Professional social networks
Improve brand awareness, customer communications, attract new prospects...and talent.
Content marketing
Tailor value propositions to each buyer profile (buyer persona) to attract, convert and retain your targets.