The term Inbound Marketing was invented by HubSpot, and is now part of the marketing landscape. In a nutshell its about attracting potential customers to you, as opposed to outbound interruptive marketing techniques.
Once engaged, through educational and thought leadership content, a key part of the inbound methodology is to provide further relevant information to potential customers to help them progress through to a closed deal.
This part of the methodology is not ground breaking! In the past, sales have always nurtured prospects with information and content at various stages of the sales cycle until they are closed as customers, so what has changed?
Well the buyers still need information at all stages of their journey before making a decision, but it is the buyer’s ability to access as much information as they like through the internet which is the major shift from the past. Buyers now have the upper hand they are no longer reliant on sales to provide information and can determine when they want to engage with sales,