Subject areaChannels and tools
Inbound marketing is the method that brings customers to look for the company: useful content, search engine visibility and downloadable resources attract people who already have a problem, and contact starts on their initiative.
The journey is measured by stage, from discovery to decision (the TOFU, MOFU, BOFU model), and a contact ready for sales is called a marketing qualified lead.
It works well when the market is broad and buyers research on their own before talking to a supplier. With only a few dozen possible customers it sits alongside account-based marketing, which picks companies by name instead of waiting for them.
An example
A financial advisory firm publishes a monthly analysis of business lending rates and offers the full version to anyone who leaves a name and email. Within a year the list becomes the main source of meetings, and cost per lead falls as the content climbs the search results.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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