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Inbound Marketing


When we’re talking about Inbound Marketing, we’re talking about a strategy focused on attracting customers through content and interactions with a helpful and not interruptive way. Though that strategy, potential customers will approach you through blogs, search engines and social media.

Through the content you release, you are focusing on solutions for problems and needs your ideal customers might be facing. That way, you build trust and credibility for your business, while attracting qualified prospects. You don’t have to fight for potential customers attention, like you’d do in an outbound marketing strategy.

While inbound marketing was considered something not necessary to work on, times have changed. It is now an effective way to achieve brand awareness, especially for the past decade or so.

By creating and implementing an Inbound Marketing process and stack of tools, you can leverage the incoming traffic on your online properties, and efficiently guide your potential customers from prospects to all the way down to customers.

The Theory Behind Inbound Marketing

Inbound Marketing involves a full set of technological choices and features

– Figuring out the existing user flows

– Creating a Marketing funnel (from unknown user -> MQL -> SQL)

– Designing the different customer paths that support the Marketing funnel

– Putting together a list of necessary tools to support the Inbound process

– Setting up the user flows on the tools & implement the Inbound strategy

– Integrating the Inbound tools on all available online properties (website, blog, app, etc.)

Inbound Marketing... Camera, Action, GO!

Lead Generation

We will be collecting email addresses and other contact details from the website/blog visitors and doing lead capturing using SumoMe/Appocalypsis (forms, popups, bars, etc.). That data will then be transferred to our Marketing automation/user communication tool.

Chat & user engagement

We will be communicating and engaging with the website visitors (answering questions, offering help and relevant content/resources) based on user behavior using tools like Bubbleballs/Drift/intecomm.

Request Demo/Trial/Meeting

After a user clicks on the “Request demo” buttons, or requests a demo through any other source, they will be directed to an integrated calendar page where they will be able to select a date that suits them for the meeting, and also enter their personal details to be qualified by the sales & marketing team.

Marketing Automation

All the leads collected through the Inbound mechanisms will be transferred to a marketing automation platform. We will then be using it to set up rules and automated actions based on user behavior, like scheduling and sending nurturing and any other sort of campaigns (informative, sales, etc.). Such a system will allow us to essentially turn website visitors into informed buyers, until they are ready to be treated on a one-to-one basis, manually (if needed).

Beyond Automation - CRM

When a lead becomes qualified (reaches a specific score/status) inside Marketing Automation Platform, they will be transferred to their final destination (aka Social CRM), where they can be handled on an individual basis. A CRM gives us the ability to record all conversations with a lead, assign and monitor their lead score, move them through different stages on the way to actually purchasing our service, etc.

Customer Data Analytics

All the events triggered by customers/leads (e.g. viewing a web page, clicking on a button, or performing some action on our app or site) will be collected and passed over to all the services we are using on the Inbound stack, serving as a central hub for customer data and enabling us to provide accurate and complete customer data analytics. Reports like Customer Scorecards (CSC) etc will be created.

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