INTRODUCTION What is inbound marketing? Inbound marketing is a methodology for attracting, engaging and converting customers. It’s an approach that uses technology to its advantage. With inbound, prospective customers find an organisation through web searches, social media, blog posts, email marketing campaigns and other types of valuable, relevant content. What are the benefits of inbound marketing? Inbound marketing can deliver many benefits to a B2B company: It generates high-quality leads - by producing content that’s relevant to your target audience, you will attract only best-fit customers to your company. It builds brand awareness - the more people who interact with your content, the bigger your brand recognition becomes. It builds rapport and increases trust - by delivering content that speaks to your target audience, you’ll quickly build lasting relationships and turn customers into lifelong fans. It’s cost-effective - you don’t need huge marketing budgets to run inbound marketing. A website, a blog, an email account and social media profiles are really all you need! The Inbound Marketing Playbook / 1