What is Inbound Marketing?

Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media.

Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.

The Inbound Methodology

The best way to turn strangers into customers and promoters of your business.

Along the top are four phases (Attract, Convert, Close, Delight) that turn strangers into visitors, leads, customers, and promoters. The methodology becomes even more powerful when implemented with your sales and customer success strategies.

Along the bottom is a full stack of software for marketing, sales, and customer success, with a completely free CRM at the core. They’re powerful alone — but even better when used together, helping you grow with the entire inbound methodology.

The Proven Methodology for Growing Your Business

In the last few years, the same change in buying behavior that sparked the inbound movement has also spread throughout the whole customer experience. How people communicate and what they expect from your business has changed.

The good news? The inbound methodology continues to help businesses adapt to fast-changing needs – not just with marketing, but with the entire customer experience.

The Four Phases of the Inbound Methodology

Step 1 – ATTRACT

The first objective is to bring the right traffic to your site. You want people who are likely to become leads and, eventually, happy customers.

Your ideal customers, or buyer personas, are the people whom your entire business is built around.

Services for attracting the right audience to your website are:

  • Buyer Persona Development
  • Optimized Website
  • Blogging
  • SEO
  • Social Media


Step 2 – CONVERT

As the right traffic is attracted to your site, the next goal is to convert those visitors into leads.

We do this by offering website visitors something of value in return for capturing their contact information. Coveted content that meets the needs of your buyer personas and helps solve their problems will convert passive website visitors into leads.

Tools and services used for conversion are:

  • Landing Pages
  • Forms
  • Calls-to-Action
  • E-books
  • Guides & Plans
  • Checklists, Tip Sheets & more


Step 3 – CLOSE

What good is a lead if it never closes into a customer?

Nurturing content and marketing automation are used to move leads through the buying stages into becoming new customers.

Services used to close new customers are:

  • Email
  • Automated Lead Nurturing
  • CRM
  • Closed-loop Reporting
  • Custom Integrations

Step 4 – DELIGHT

Just because someone becomes a customer doesn’t mean you can forget about them!

Inbound brands continue to delight their customers with remarkable content (hopefully upselling them) and turning them into happy promoters of the products and companies they love.

Tools and services used to delight customers are:

  • Smart Content
  • Smart CTA’s
  • Surveys
  • Social Monitoring