In the first part of this article, inbound marketing was introduced as a new solution for Internet marketing strategy of b2b companies. Moreover, three key elements of inbound marketing were discussed along with the reasons why inbound marketing is the right decision for the b2b sector. In the second part the methods of the inbound marketing will be analyzed in more details taking into account the possible constraints b2b firm can be faced with.

Various scholars share the view that Internet marketing is shifting from being merely a firm’s monologue towards a more interactive approach with customers on the Internet. Recent findings have shown that the increase in customers’ power along with the rise of social media has altered the traditional concepts of marketing (e.g. Lusch & Vargo, 2009, Gensler et al, 2013, Gagnon, 2014a).