Inbound Marketing: What are the Fundamentals?

Inbound Marketing Fundamentals

Inbound marketing refers to the process of creating valuable content, with the purpose being to make a positive impact on people and your business. Attract prospects and customers through relevant and helpful content, that you post to either your website or blog. Once they arrive continue to interact with them with tools such as email, or chat, while promising to continue making valuable content. Then you delight them by continuing to act as an empathetic adviser and expert.

This differs from outbound marketing in the aspect that it doesn’t require you to fight for your customer’s attention. Instead you focus your content on solving the problems that would relate to your ideal customers allowing them to come to you, attracting qualified prospects while building trust and credibility for your business.

Inbound marketing is just part of a bigger construct simply known as inbound. It focuses on the methods of attracting, engaging, and delighting customers. Inbound allows you to do business in a more human and helpful way. This can be a better way to market all-round as the more your business focuses on helping customers the more business you get, creating a cycle that is continually beneficial.

Inbound uses the methodology of attract, engage, and delight to build trust, credibility, and momentum.  Adding to the value of the customers journey at every stage. Judging from a business perspective this methodology represents the growth of your business, this growth is fueled by happy customers, either by them continuously buying from you, or by them recommending you to new customers, therefore promoting your product.

In contrast unhappy customers will stunt this growth, avoid selling to customers who aren’t a good fit for your product, or over-promising and under-delivering. Once you have the hang of this rather simple process you will be producing a holistic experience for your customers, remember that every part of your team is valuable in this, and no matter the department they work in they need to utilize all three aspects of the inbound methodology.

To Practice Inbound Marketing principles, what you need to focus on is attracting new customers to your brand, engage with them at scale, and delight them individually. Partnering with the rest of your sales team will help everything run smoothly, and ensure that your business continues to grow. We will now go over the different aspects of business and how the inbound methodology can be applied to each one.

For Inbound Marketing

As an inbound marketer, what you need to focus on is attracting new customers to your brand, engage with them at scale, and delight them individually. Partnering with the rest of your sales team will help everything run smoothly, and ensure that your business continues to grow.


You’ll want to attract the right kind of customers to your site, not just anyone. Focusing on the right kind of content at the right time will put you well on the road to success. Doing things like using content strategy tools to build your authority in search engines, and rank for important topics. As well as creating video content, or publishing blog posts across social media. Create ads to increase your brand awareness, with your target audience. Throughout each step you’ll need to report and analyze your efforts to stay on top of whats working and what might need to be changed.


Email, bots, live chat, and messaging apps are all tools that you can use to pursue conversation with your prospects, and create lasting relationships. Utilize conversion tools to capture the information of prospects that visit your site. Then using all the information you can procure, personalize your website using smart experience, while also using emails, and workflows to ensure that the buyers journey is as well directed as possible. Target specific audiences with your ads and social media posts to increase brand loyalty, at the same time you can utilize many other tools to create a unique experience only available on your site.


Email, and marketing automation can be used to reliably deliver the right information to the right person every time. Use the conversations inbox to align your sales and service members to have relevant conversations based on products or services, with the people you do business with. Making creative content using things like video, or other tools that your prospects prefer and are likely to share with friends and family is important as well.

For Inbound Sales

As an inbound salesperson you’ll spend your days attracting new leads, engaging with people already prepared to have a sales conversation, and delighting them by coming up with solutions to their problems.


To attract prospects, you’ll have to show them that they can trust you to solve their problems. Put a meetings page on your website, this will allow visitors to easily make appointments according to your calendar, in order to discuss their needs. Using the prospects tool will allow you to see who has visited your site, while using conversations and calling people will help you connect better.


You can use email templates and sequences to keep in contact with the customers or prospects that you are most interested in. Documents will help you keep track of how much time you are spending with your content, and make it easier for people to put time on your calendar by using meeting links. Use a calling tool to transcribe the calls you make, and playbooks to guide your interactions with people. Automate parts of your sales process to allow yourself to respond faster.


Using meetings, conversations, and quotes can not only make your life easier, but also make it easier for your customers as well. Just focus on making everything as pleasant as possible.

For Inbound Services

As an inbound service professional you will spend your time helping existing customers by solving various problems that may arise, when they need it, and making sure that their experience is enjoyable.


When people have problems they look for answers to those problems, and if those problems are related to your products then, you’re who they will turn to for those answers. Utilizing a knowledge base tool, and having a good knowledge strategy allows you to provide the most relevant answer at the right times. Use your strengths to create unique and meaningful solutions to the problems posed by your prospects, and upload those solutions to the knowledge board. By using outlets such as images, video, and audio, you can adapt your answers to fit many different kinds of people.


The answers you’ve already uploaded to your knowledge board may not be enough to answer the questions that your customers ask. Utilizing conversation tools, such as live chats will allow your customers to receive advice in real time, and by knowing where and what part of your site customers are visiting you can create chat bots that are able to help with providing relevant answers to questions that may not be answered with in an article itself.


The best way to know if you’ve provided great customer service, is to ask. Create a feedback system that allows your customers to review your work, and use this to constantly improve.

We hope these Inbound Marketing Fundamentals helped shine some light and empower you with the knowledge to grow! For more info check out Hubspot’s Articles for the leading information on Inbound Marketing.

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