This post originally appeared on the Marketing Artificial Intelligence Institute's blog. The Marketing AI Institute was created and is powered by PR 20/20.
For over a decade, savvy professionals have used inbound marketing to grow. Inbound marketing consists of creating and promoting content that addresses customer needs. The goal is to attract, convert, and close more qualified leads by being helpful to consumers. Today, companies use inbound marketing methodologies to market more effectively and cost-effectively.
Marketing automation company HubSpot has defined much of modern inbound methodology. That methodology looks a little something like this:
“Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.”
To achieve these goals, inbound marketers rely on many tools. They include marketing automation software, content management systems, and email marketing systems. They also include CRM systems, content creation tools, and content promotion tools. These systems comprise the inbound marketing tech stack. That tech stack can make inbound marketers more productive, personalized, and performance-driven.... More