A Marketers’ Guide to

InboundMarketing

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About the Author 

A certified Inbound Marketing Professional David Demoe

manages Search Engine People’s (SEP) Inbound Marketing

Department. David is responsible for strategizing, creating,

managing, measuring, and scaling all of SEP’s inbound

marketing efforts in order to attract visitors, generate

leads and grow sales. As it relates to client projects, David

consults on content strategies, lead nurture campaigns,

email marketing and if that wasn’t enough, leads the way on

developing buyer personas.

Connect with David Demoe on

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The following eBook will outline:

Is inbound marketing for you? 4 27

14 38

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Key challenges and solutions

Much more than a new spin Manage implementation

It’s about pulling customers in & not pushing your message out

When will I see results? And what will they be?

Achieving success from within

It’s methodology, not magic Next steps to inbound marketing success

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“What you do for a living is spread ideas, make promises and keep them.

That’s marketing.”

– Seth Godin, Author, Marketing Guru

Is Inbound Marketingfor you?

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Is Inbound Marketing for you?

Is your company looking to:• Generate leads that can be turned into long-term customers?

• Achieve sustainable, predictable results?

• Develop a cohesive marketing strategy to replace disconnected tactical silos?

• Increase the effectiveness of each individual marketing tactic you use?

It’s not a big idea at all. Instead, it’s a new methodology

for consistently attracting and securing new clients,

capitalizing on the ways in which the purchase

processes of most individuals and companies have

changed due to the continual evolution of the internet.

In essence, Inbound Marketing seeks to use content

to attract prospects into your site, convert them into

leads, and then convert those leads into sales.

Ok, it’s not that simple, but the idea of creating a

digital space that attracts leads, creates customers,

accrues content value and builds sales momentum

over time—without continuous added expense

—isn’t that far off.

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Is Inbound Marketing for you?

Inbound marketing can transform your B2B sales channel

By focusing on educating, engaging and interacting

with all your potential prospects, you can not only

attract more visitors to your website, you can also

convert more of those visitors into qualified leads

and, eventually, into customers. Better yet, as

prospects’ connection and commitment to your site

and company strengthens, your inbound marketing

results compound over time, positioning you for

sustainable and predictable growth.

Rather than scattering your marketing efforts across

a broad range of tactics with the aim of finding

only those people ready to buy, it introduces an

integrative methodology designed to help you build

relationships across the entire sales cycle.

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In a typical buying process, 75% to 98% of your prospects

are simply researching solutions to a problem. Maybe

they’re looking up information about the types of products

and services you sell, or reading reviews, but they’re not

planning to buy in the near term. Another 2% to 25% of your

prospects are beginning to establish buying criteria. So they

might recognize the need for a solution like yours but, again,

they’re not ready to buy today. Only 0% to 10% of prospects

are planning to make a purchase at any given time.

Traditional marketing still focuses on that bottom 0% to 10%.

While there’s nothing wrong with trying to connect with

ready buyers, this approach prevents you from building

relationships with the 90%+ of prospects who may one day

buy what you sell.

Is Inbound Marketing for you?

Understanding how customers buy

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If you want to keep pace with marketing trends and early-adopting competitors, it’s time to think about inbound marketing.

You may have heard people talking about inbound

marketing. It’s more than talk. It’s the next level of

marketing and the first to fully realize the potential of

the Internet and social media to attract customers and

drive sales—and your competition is probably using it.

Inbound marketing is becoming a strategic necessity

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While some of the ideas behind it may sound familiar, inbound marketing, as an

end-to-end marketing model, explores radically new territory. Exploiting the still

evolving capabilities of the Internet, it redefines the seller-customer relationship.

Much more than a new spin

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The Internet has changed what customers can do, but more than that, it’s

changed how they think about doing it. It doesn’t just mean corporate buyers

have faster, easier access to the things they need; it also means they don’t

want to be sold things they aren’t already interested in. This means you have

to find new ways to affect and manipulate that interest—ways that involve

attracting the customers you want to your digital sales space.

Much more than a new spin

The Internet has fundamentally changed the way people find, discover, share, shop and connect. – Hubspot.com

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So what’s really changed?Since the advent of the Internet, we’ve been engaged in a

gradual progression toward what inbound marketing is today. These phases include:

2 Email marketing

which traditionally involved sending mass emails to broad distribution lists with the hope of reaching the right person. With improved list segmentation and a more customized approach, email marketing can average a ROI of $40.56 for every dollar spent. (Direct Marketing Association’s “Power of Direct” study)

1 Internet marketing

which encompasses a whole range of online marketing activities, including search engine optimization (SEO), pay-per-click (PPC) advertising and display advertising. While not universally true, most internet marketing focuses on the web’s technical capabilities to connect sellers with their customers.

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5 Content marketing

which focuses on attracting people with interesting, appealing content, with an emphasis on the content itself, i.e., what materials do you actually provide when people arrive at your site—or to encourage them to go there from somewhere else?

3 Permission marketing

which uses online and mobile marketing tactics to communicate only with people who consent to the process.

4 Word of mouth marketing

which includes social media, viral and stealth marketing tactics designed to encourage interactivity between brands and their customers.

So what’s really changed?Continued...

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What’s the one common element that unites this marketing evolution?

It’s the gradual shift—enabled by the Internet—in the

directional flow of the sales process. Essentially, the

customer is drawn to the seller rather than vice versa,

and this shift makes traditional marketing ineffective as

a standalone approach.

So what’s really changed?Continued...

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Download all 45 pages of “A Marketers’ Guide to

Inbound Marketing” Today!