Chapter 1

What Is Inbound Marketing, Anyway?

In This Chapter

arrow Viewing inbound marketing as a philosophy and a system

arrow Understanding inbound marketing’s contribution to success

arrow Attracting and converting customers

arrow Connecting on multiple levels with inbound marketing

arrow Knowing the three-step inbound marketing process

Welcome to the world of inbound marketing. If you’re a marketer who believes in authenticity, thrives on achieving goals, and embraces measurable success, you’re in the right place. Inbound marketing is more than just marketing; it’s a business practice. The inbound philosophy can create meaningful change in organizations large and small. Many times, this business evolution transcends financial metrics, affecting the very culture of an organization. The resulting productivity and achievement often surprises even top leadership. The metamorphosis from traditional marketing to inbound marketing attracts better customers and better employees. The outcome is usually expressed as ...

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