13x 3x 97% 1 2 3 4 5 6 7 8 9 10 Prospect searches for solution to query online with target keywords Prospect clicks through to a blog post on your website from Google search results Prospect becomes a lead by submitting a form with their email address to download an eBook. Prospect is sent a series of follow up emails with relevant content and offers for a meeting or product demo. An Example of Inbound Marketing In Action The aim of inbound marketing is to attract prospects to a website and convert them into leads and customers. Rather than going to customers (outbound), inbound marketing brings consistent, highly qualified customers to you. the amount of traffic businesses that show up on the first page of online search results receive. (Joal House, 2019) Content marketing gets three times more leads than paid search advertising. (CMI, 2017) of marketers are using social media to reach their audiences. (Lyfe Marketing, 2018) of B2B marketers credit email as the most effective distribution channel for demand gen efforts. (CMI, 2018) Just 18% of marketers say outbound practices provide high quality leads for sales. (HubSpot, 2018) Social Media Blog Posts eBooks Marketers who prioritize blogging efforts are 13x more likely to see positive ROI. (HubSpot, 2019) 92% 18% 79% Trade Shows Direct Mail Telemarketing ATTRACT CONVERT CLOSE DELIGHT Blog Posts Keywords Social Media Forms Calls-to-Action Landing Pages CRM Email Marketing Workflows Surveys Smart Content Social Monitoring Email Marketing Digital Advertising SEO Cold Emails TV/Radio Adverts Press Releases INBOUND MARKETING TACTICS OUTBOUND MARKETING TACTICS Using Inbound Marketing to Drive Online Sales www.barnesandshirley.co Inbound marketing generates recurring leads and sales. For example, website content will deliver leads and sales year after year. This is one reason why ROI from inbound marketing is much greater than outbound marketing.