Our role, then, is to develop content marketing that turns us into a useful source of information that our potential clients want to cling to so that, ultimately, when they decide to buy, they do so convinced. To make them fall in love, saying goodbye to advertising intrusion.
With Inbound Marketing , brands and consumers interact in search of mutual benefit. Even the fact that consumers have more information at their disposal is nothing more than an exciting challenge for brands. The goal is to commercial property owners email list nticipate their movements in order to be able to impact the different phases of the purchasing process that we will later address. In this way, we can turntrangers into visitors, leads, customers and even prescribers or ambassadors of our brand.
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History of Inbound Marketing: Where it comes from
The concept "Inbound Marketing" was coined in 2005 by Brian Halligan , however, it was not until 2009 when the term began to take off with the publication of the book "Inbound Marketing: Get Found Using Google, Social Media and Blogs" . Its authors, Brian Halligan and Dharmesh Shah, had the collaboration of a third person, David Meerman Scott, another of the great disseminators of the methodology.
In parallel, David Meerman Scott had already pointed out with certainty in his bestseller, “The New Rules of Marketing and PR” , the change that the introduction of 2.0 tools had brought about and how these directly affected the world of marketing and public relations. In it he described an evolving network made up of an ecosystem formed, essentially, by social networks and blogs.
Brian Halligan and Dharmesh met after finishing their post-graduate studies at MIT, Massachusetts Institute of Technology. They both agreed that traditional marketing tactics used by all companies at the time were obsolete. They simply thought they were not effective. After reflecting and delving into the matter, they came to a valuable conclusion:
“People don’t want marketers intruding in their lives or salespeople harassing them. They want to be helped.”
This was the starting point that drove them to build their own company . So, in 2006, they created the Hubspot platform to support the Inbound Marketing vision. Today, the company has an ambitious community made up of more than 11,000 clients and 1,500 affiliates. As explained in the company's mission and vision, their main objective is to transform the way organizations do marketing and sell.