In the last few years, buying behavior has changed significantly. How people communicate and what they expect from your business has changed.

The good news? The inbound methodology continues to help businesses adapt to fast-changing needs – not just with marketing, but with the entire customer experience.

With the inbound methodology and HubSpot’s software, you have an unfair advantage for growing your business and getting customers who buy more, stay with you longer, refer their friends, and become advocates of your company.

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The Four Phases of the Inbound Methodology


Attract your Ideal customers


You don’t want just anyone coming to your website. You want your Ideal customers that are most likely to become leads, and, ultimately, happy customers. How do you get them? You attract more of the right customers with relevant content at the right time – when they’re looking for it.



Inbound marketing starts with content. A blog is the single best way to attract new visitors to your website. In order to get found by your Ideal customers, you must create educational content that speaks to them and answers their questions.


Content Strategy

Your customers begin their buying process online, usually by searching to find something they have questions about. So, you need to make sure you’re showing up when and where they search. To do that, increase your presence with tools that help you define and implement your content strategy. It’s not enough to optimise your website for keywords, now, it’s all about topics!


Social Media

Successful inbound strategies are all about remarkable content – and social media allows you to share that valuable information, engage with your prospects and customers, and put a human face on your brand. Interact on the platforms where your Ideal customers spend their time.

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Convert website traffic into leads


Once you’ve attracted website visitors, the next step is to convert those visitors into leads. You do this by opening up a conversation in whatever way works best for them – with messages, forms, or meetings. Once you’re in touch, you answer questions and provide relevant content that’s interesting and valuable to your Ideal customers – and so continue the conversation.



In order for visitors to become leads, they can fill out a form and submit their information. Optimise your forms to make this step of the conversion process as easy as possible.



To win new deals, you’re going to have to speak with people one way or another, via phone or a virtual meeting. Give prospects and customers an easy way to book meetings without the back and forth. Your calendar stays full, and you stay productive. Show up, engage, and win a new customer.



Chat with site visitors, connect with the right people at the right time, and make chat conversations a natural part of your sales process. Close more deals with the live chat tool that's built for sales teams. Messages helps sales teams connect with the right people when they’re most engaged.



Keep track of the leads you're converting in your CRM, a centralised contact database that’s designed for busy humans and automates a lot of the manual activity. Having all your data in one place helps you make sense of every interaction you’ve had with your contacts so you can optimise your future interactions to more effectively attract, convert, close, and delight your ideal customers.

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Once you’ve generated leads, you need to be as efficient as possible at converting them into customers.


Pipeline Management

How do you know which marketing efforts are bringing in the best leads? Is your sales team effectively closing those best leads into customers? Using HubSpot's CRM allows you to analyse just how well your marketing and sales teams are performing.


Lead Nurturing

Each lead you have should be nurtured according to their interests and lifecycle stage. Pages they’ve visited, content and whitepapers, which are educational, downloadable documents – all these indicate shifting interests. Good nurturing adapts messaging to stay relevant and makes winning new customers faster.



What do you do if a visitor clicks on your call-to-action, fills out a landing page, or downloads your whitepaper, but still isn’t ready to become a customer? A series of emails focused on useful, relevant content can build trust with a prospect and help them become more ready to buy.


Predictive Lead Scoring

Lead scoring is a great way to handle growth at your company. As your business grows and you generate more leads, it doesn't always make sense to get in touch with every single lead. You want to make sure sales is prioritising their time based on the most qualified leads whilst the ‘not ready’ leads are nurtured. Nobody gets forgotten.

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The inbound way is all about providing a remarkable experience for your customers. Plus, they have much higher expectations of your business and how they’re treated than ever before. So, it’s even more important to engage with, delight, and make your customers successful. If you do, they will buy more, stay with you longer, refer their friends, and be happy to tell the world they love you.


Customer Hub

Your customers can be your biggest fans or worst detractors. It all comes down to how well you understand them and if you’ve helped them succeed. With Customer Hub you’ll have the tools and playbooks you need to get to know, connect with, and truly help your customers succeed.


Smart Content

No one wants a sales pitch when they've already bought. Smart content makes sure you don't show loyal customers content meant for first-time buyers. And with smart content, you present different visitors with offers that change based on your different types of Ideal customers and their lifecycle stage.



Manage, collaborate, and respond to customer messages, from any channel, inside HubSpot. Keep track of potential deals, questions, comments, and requests – and start having better more meaningful customer conversations.


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