This document is a project report on inbound marketing submitted by Anjani Sharma as part of the PGDM program at Birla Institute of Management Technology. It explores the efficacy of inbound marketing strategies that leverage content marketing, SEO, and social media to attract customers, highlighting HubSpot's role in this marketing approach. The report emphasizes the shift from traditional outbound marketing to inbound methods that empower consumers and deliver relevant information, ultimately benefiting businesses through increased engagement and reduced costs per lead.

1. BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY
PGDM Batch (2019-21)
SHORT TERM PROJECT
ON
INBOUND MARKETING
Submitted to:
Dr. Sourabh Bishnoi
Submitted by:
Anjani Sharma
19DM034
PGDM Sec-A

2. PREFACE
Short term project is an integral part of our academic curriculum.
During the short-term project, a student gets an opportunity to
understand the practical aspect of theory. It makes the concept
clearer.
This project report is the outcome of the Short-term project that I
have undergone by doing a certification on Inbound Marketing for the
partial fulfilment of Post Graduate Diploma in Management.

3. CERTIFICATE FROM THE COMPANY

4. CERTIFICATE FROM THE MENTOR
This is to certify that the project report on Inbound Marketing
submitted to Birla Institute of Management Technology in partial
fulfilment of the requirement for Post Graduate Diploma in
Management, is an original work carried out by Anjani Sharma under
my guidance and supervision. This has not been submitted anywhere
else for any other degree/ diploma.
Name of Faculty Mentor: Prof. Dr. Sourabh Bishnoi
Signature of Faculty Mentor: ________________

5. ACKNOWLEDGEMENT
I feel immense pleasure in expressing my sincere and profound sense
of gratitude to Mr. Sourabh Bishnoi (Professor, BIMTECH) for his
encouragement and guidance throughout the project. I owe a great
deal to Birla Institute of Management Technology, for laying the
building block of logic and pragmatism in our lives. This report in a way
is a reflection of these values.
I am highly overwhelmed while expressing my sense of gratitude
towards all those who have helped and guided me during the course
of this project. I extended my heartiest thanks to HUBSPOT for giving
me such an opportunity to strengthen my domain of knowledge. I
express my profound sense of gratitude and heartiest respect to Mr.
Brian Halligan CEO for his inspiring and affectionate guidance,
concrete suggestions, unending benevolence and constant
encouragement during the course of this project and in the
preparation of this report. I extend my sincere thanks and deep sense
of gratitude to all organizations those have helped me in getting the
information about my project.

6. EXECUTIVE SUMMARY
The report explains the usage of inbound marketing as studied during
certification from HubSpot. “HubSpot is a developer and marketer of
software products for inbound marketing and sales. It was founded by
Brian Halligan and Dharmesh Shah in 2006”. It aims to provide tools
for “social media marketing, content management, web analytics, and
search engine optimization”.
My short-term project on Inbound Marketing was to learn how
Inbound Marketing can help businesses and marketers to grow by
driving maximum traffic towards your business and turning them into
customers to increase the revenue of businesses.
HubSpot has more than 33,00 employees, 73,400 customers, 9 global
offices, 218,000 professionals in 21 countries. It has a number of
courses to learn marketing. It has free CRM.
MISSION OF HUBSPOT:
HubSpot believes that businesses don’t need to be ruthless in order to
grow. Businesses can grow by following the bottom line which will be
beneficial both for the businesses and the customers. At HubSpot they
believe that any business can grow with conscience by using inbound.
Their mission is to help millions of people grow better.

7. TABLE OF CONTENTS
TITLE PAGENUMBER
1. Inbound Marketing 8
2. Importance 10
3. Need of Inbound 13
4. Inbound Vs Outbound 15
5. Types of Inbound 17
6. Howto initiate 19
7. Observation 20
8. Conclusion 21

8. INBOUND MARKETING
Inbound Marketing is the strategy which uses various forms of pull
marketing like content marketing, SEO, blogs, social media to increase
brand awareness and add new businesses. As opposed to outbound
promoting, where advertisers endeavour to discover clients, inbound
showcasing acquires the consideration of clients and makes the
organization simple to be found.
Inbound Marketing is a lot of promoting methodologies and systems
concentrated on pulling pertinent possibilities and clients towards a
business and its items. Inbound advertising is turning out to be broadly
acknowledged on the grounds that it supplements the manner in
which purchasers settle on buying choices today—they are utilizing
the Internet to find out about the items and administrations that best
address their issues.
INBOUND FUNNEL:

9. Inbound marketers offer their crowds valuable data and instruments
to draw in individuals to their site, while additionally interfacing and
creating associations with these potential clients. Inbound advertising
apparatuses incorporate blogging, content distributing, website
streamlining and web-based social networking.
Inbound Marketing appears differently in relation to customary
outbound promoting, where organizations push their messages at
shoppers. with strategies that incorporate standard mail,
telemarketing and public expos, outbound advertising has gotten less
viable after some time as purchasers have typically and innovatively
(e.g., dVR, spam channels, 'don't call' records) blocked these
interruptive battles out.

10. WHY IS IT IMPORTANT TODAY?
We live in an expression of data bounty and consideration
shortage – and the pace of data creation is quickening. As
indicated by IBM, we currently make 2.5 quintillion bytes of
information every day — so much that 90% of the information
on the planet today has been made over the most recent two
years alone.
Purchasers today are increasingly enabled. The web furnishes
them with moment data satisfaction. They can get to nitty gritty
specs, estimating, and surveys about products and enterprises
day in and day out with a couple of flicks of their thumbs. In the
mean time, web-based social networking urges them to share
and look at, while cell phones include an any place/at whatever
point measurement to each part of the experience.
"Inbound Marketing is so ground-breaking since you have the
ability to give the searcher/customer precisely what answers
they are searching for at the exact point that they need it. That
fabricates trust, notoriety, and authority in whatever specialty
you are rehearsing this type of promoting in."

11. "Despite the fact that it differs enormously with item multifaceted
nature and market development, the present purchasers may be
somewhere in the range of 66% to 90% of the path through their
excursion before they will draw in with a merchant's salesperson."
 TIME FOR INBOUND MARKETING:
To replace obsolete "leasing consideration" marketing
strategies, organizations are sending new techniques equipped
at building mindfulness, creating connections and producing

12. leads. To put it plainly, inbound marketing draws in clients to you
so you are not pursuing them down. It assists possibilities with
finding your organization in the beginning times of their dynamic
procedure, prompting a more grounded impact on their future
purchasing choices.

13. NEED OF INBOUND MARKETING
INBOUND MARKETING OFFERS VARIOUS ADVANTAGES. AT THE
POINT WHEN USED ADEQUATELY, IT CAN:
 Shape a brand inclination and impact future buys.
 Produce web-based life shares and inbound connections.
 Put clients in the driver's seat.
 Assist fuel with looking through motor enhancement
endeavours.
 Increment brand awareness.
 Empower clients to draw in with your image at their place of
need, all day, every day.
 Create qualified leads for less cash (when contrasted and
customary showcasing).
In contrast to conventional promoting activities, inbound endeavours
expand upon themselves after some time. For instance, a solid bit of
substance offers numerous prompts and long-haul benefits. It points
out your organization when propelled and will keep on asset your
customers as long as it remains on your site. As the substance acquires
introduction, it would then be able to turn into a continuous
wellspring of inbound traffic by means of website improvement (SEO),
social offers and verbal.
"The key is to make a key substance system custom fitted around your
personas and the phase of the purchasing cycle they are in. By doing
this, you are giving important substance equipped legitimately
towards that particular guest. This helps move them down the

14. purchasing cycle, answer their complaints and assemble trust. These
elements bring about a short deals time, increasingly qualified leads
and a simpler deal for your business group."

15. INBOUND MARKETING VS OUTBOUND MARKETING:
Inbound marketing-dominated organizations experience a 61% lower
cost per lead than outbound marketing dominated organizations
This finding is amazingly predictable from year to year. The past
investigations indicated strikingly comparative outcomes: the 2010
study and 2011 overview demonstrated that inbound marketing
driven associations encountered a 60% and 62% lower cost per lead
individually.
The three Inbound marketing channels cost less than Any outbound
channel:

17. TYPES OF INBOUND MARKETING
BEST INBOUND MARKETING EFFORTS JOIN ALL OR PARTS OF THE
ACCOMPANYING COMPONENTS:
 Search engine optimization:
Website improvement is a necessary piece of compelling
inbound advertising. Utilizing successful catchphrase
examination, very much organized site structure and other SEO
"best practices" to dispatch your organization to the highest
point of query items will guarantee that your substance is being
seen by the correct crowd and get the correct leads. Extra asset:
The inbound Marketers Guide to SEO and PPC.
 Blogging :
By a wide margin the most well-known type of inbound
promoting, blogging can assume an incredible job in driving rush
hour gridlock and supporting leads. Extra asset: The Social
Marketers Blogging Cheat Sheet.
 Web based life:
With 67% of online grown-ups utilizing web-based life to share
data, you can't stand to disregard generally well-known online
networks, for example, Facebook, Twitter, and Pinterest. Extra
asset: The Definitive Guide to Social Marketing.

18.  Live Events and Webinars:
Take inbound showcasing to the following level with online
courses and live occasions. Extra assets: Managing Successful
Webinars: A Marketer's Must-Have Checklist, The Definitive
Guide to Event Marketing
What's more, there's considerably more: Videos, whitepapers,
eBooks, e-newsletters, open talking... Any chance to share
significant substance is a chance to rehearse inbound
advertising.

19. HOW TO INITIATE INBOUND MARKETING
Here's the way to begin:
 Distinguish your intended interest group and gain proficiency
with everything you can about them. You can't compose
substance to advise your clients until you realize what is most
important to your crowd.
 Decide your exceptional, convincing story. For what reason
should your crowd hear you out?
 Pick your conveyance stages. Will you blog? Tweet? Use
Facebook? Pinterest?
 Make and execute your substance schedule
It is critical to make a timetable that will reliably turn out crisp
and significant substance to keep on connecting with your
crowd. Remember that your topic ought to be centred around
client issues, not on your business.
"Instead of concentrating on 'enough' content, advertisers ought
to be centred around distributing quality substance. Content
that teaches their crowd and assembles brands and authority.
The correct substance will be shared, expanding your scope,
expanding mindfulness, expanding trust and expanding leads.
An inappropriate substance will lose devotees and harm your
reputation."

20. OBSERVATION
 Inbound creates more leads
 Inbound marketing channels cost less than otbund marketing
channels

21. CONCLUSION
Conventional outbound marketing procedures – including regular
postal mail, print publicizing and telemarketing – are getting less
compelling. Purchasers are not just discovering approaches to block
these messages out, however more significantly, they currently have
the capacity to assess the items and administrations they need all
alone.
Subsequently, organizations are changing their advertising
endeavours to concentrate more on inbound projects that permit
clients to discover them. The State of Inbound Marketing report shows
that organizations that all the more forcefully practice this are
catching leads all the more adequately. Given the advanced idea of
inbound promoting, the negligible expense per client securing is
regularly near zero, implying that as purchasers keep on moving how
they make buys, the expense per lead for a given business will keep
on diminishing.
while plainly organizations are floating towards inbound marketing,
some are moving more forcefully than others. The individuals who
move initially are bound to receive the huge business rewards of this
new period of promoting.