Inbound Marketing

Definition

Inbound marketing is a methodology that attracts customers by creating valuable content and experiences tailored to them, rather than interrupting them with unwanted ads. Developed by HubSpot, inbound follows a four-stage framework: Attract (draw in the right audience with helpful content, SEO, and social media), Convert (turn visitors into leads with CTAs, landing pages, and forms), Close (nurture leads into customers with email automation, CRM, and sales alignment), Delight (provide exceptional service turning customers into promoters through ongoing content, support, and engagement). Inbound contrasts with outbound marketing (cold calls, TV ads, spam) by earning attention instead of buying it. The approach aligns with modern buyer behavior—people research solutions online before engaging with sales.