Inbound Marketing

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Inbound Marketing
Bob Woods, Member, CEO, United States

Most marketers today generate leads and fill the top of their sales funnel through methods like trade shows, seminar series, email blasts to purchased lists, internal cold calling, outsourced telemarketing, advertising (TV, print, direct mail) and even door-to-door sales. These and other methods where a marketer pushes their message out far and wide, hoping that it resonates with someone in that audience, is known as "outbound marketing."

Unfortunately, the wide audience of people out there are doing everything they can to block those methods ... using spam filters, tossing out direct mail, no longer subscribing to print magazines/newspapers, subscribing to "Do Not Call" lists, and so on.

"Inbound marketing," on the other hand, is where companies "get found" by people already learning about and shopping in their industry. In order to do this, organizations need to set their Websites up like a "hub" for their industry that attracts visitors naturally through search engines, the blogosphere, and social-media sites, among other ways.

Businesses spending 50% or more of their marketing budget on inbound marketing activities spent 60% less per lead than companies spending 50% or more on outbound marketing*. Inbound marketing channels have a low-cost advantage to outbound marketing channels.

* The State of Inbound Marketing, 2010, HubSpot, February 2010

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