A short, information-filled presentation on how inbound marketing works. Learn how to create an inbound marketing strategy to pull leads towards you and reduce your marketing budget

1. Digital animals – commercial experts
How Inbound
Marketing Works

2. The inbound philosophy is backed by
a methodology that helps brands
attract, convert, close & delight
visitors, leads & customers through a
variety of channels such as social
media, blogging, SEO, landing pages,
forms & email
Inbound facilitates the buyer journey through the sales funnel – from strangers to promoters of your brand

3. Inbound framework visualised as a sales funnel

4. Actions in order
to gain visitors,
leads &
customers
Tools to
accomplish these
actions
Tools can be essential in several stages of the funnel
Site
Content
Blog
Social Media
Keywords
Landing Pages
SEO/ PPC
Email
Workflows
Lead Scoring
CRM
Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows
Attract Convert Close Delight
Visitors Leads Customers Promoters
Calls-to-Action
Landing Pages
Forms
Contacts
Strangers
Aware
Brand
Audience
Buyer Personas
VP/CA
Data
Segment

5. You want to attract people that will potentially become leads. Attract your ideal customer
or buyer persona by creating content that’s valuable & easy for them to find
Blog
Social
Media
Keywords
Pages
SEO
PPC
Email
Workflows
Lead Scoring
CRM
Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows
Calls-to-Action
Landing Pages
Forms
Contacts
Site
Content
Blog
Social Media
Keywords
Landing Pages
SEO/ PPC
Email
Workflows
Lead Scoring
CRM
Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows
Attract Convert Close Delight
Visitors Leads Customers Promoters
Calls-to-Action
Landing Pages
Forms
Contacts
Strangers
Aware
Brand
Audience
Buyer Personas
VP/CA
Data
Segment

6. Once you’ve got visitors to your site, the next step is to convert those visitors into leads by
gathering their contact information. In order to get this valuable information, you need to
offer something in return
Blog
Social
Media
Keywords
Pages
SEO
PPC
Email
Workflows
Lead Scoring
CRM
Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows
Calls-to-Action
Landing Pages
Forms
Contacts
Site
Content
Blog
Social Media
Keywords
Landing Pages
SEO/ PPC
Email
Workflows
Lead Scoring
CRM
Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows
Attract Convert Close Delight
Visitors Leads Customers Promoters
Calls-to-Action
Landing Pages
Forms
Contacts
Strangers
Aware
Brand
Audience
Buyer Personas
VP/CA
Data
Segment

7. Once you’ve attracted the right visitors & converted the right leads, you need to transform
those leads into customers with targeted, automated email nurturing & social media
interaction
Blog
Social
Media
Keywords
Pages
SEO
PPC
Email
Workflows
Lead Scoring
CRM
Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows
Calls-to-Action
Landing Pages
Forms
Contacts
Site
Content
Blog
Social Media
Keywords
Landing Pages
SEO/ PPC
Email
Workflows
Lead Scoring
CRM
Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows
Attract Convert Close Delight
Visitors Leads Customers Promoters
Calls-to-Action
Landing Pages
Forms
Contacts
Strangers
Aware
Brand
Audience
Buyer Personas
VP/CA
Data
Segment

8. Using context & personalisation to deliver tailored messages, continue to engage with,
delight & upsell your current customer base into happy promoters of your company
Site
Content
Blog
Social Media
Keywords
Landing Pages
SEO/ PPC
Email
Workflows
Lead Scoring
CRM
Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows
Attract Convert Close Delight
Visitors Leads Customers Promoters
Calls-to-Action
Landing Pages
Forms
Contacts
Strangers
Aware
Brand
Audience
Buyer Personas
VP/CA
Data
Segment

9. Calls-to-Action
Landing Pages
Forms
Contacts

10. Calls-to-Action
Landing Pages
Forms
Contacts
1. ATTRACT: GET TRAFFIC
2. CONVERT: GET LEADS
3. CLOSE: GET CUSTOMERS
4. DELIGHT: ANALYSE & OPTIMISE
Create blog content, search engine optimise (SEO) that content, and
promote it on social media sites
Place calls-to-action throughout your website, blog, social accounts & email to
drive visitors to landing pages with forms
Send leads targeted, automated emails to drive them through your buying cycle.
Provide your sales team with lead intelligence for more effective sales calls
Analyse the success of your marketing campaigns & determine which areas need further
optimisation or personalisation for future success

11. • Building trust, not scepticism among your prospects
• Being loved, not ignored by your customers
• Outsmarting, not outspending your competitors
In summary, inbound marketing is about….

12. t: (0)800 8600 512
e: growth@incisive-edge.com
w: www.incisive-edge.com
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Inbound Marketing presentation
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