The Inbound Methodology
This is our philosophy.
According to Mark Kilens, VP of HubSpot Academy, “the inbound methodology is going to help change your business, transform your business so it is more human”.
Inbound is about drawing people in. You are providing value such as helpful and informational content to empower your audience. You are constantly creating customer experiences by understanding your target consumers’ buying behavior. That way you can build relationships with your prospect or customer and gain trust from them.
The inbound methodology is represented by the Inbound Funnel. The funnel represents the effectiveness of different processes within your company. Funnels showcase the conversion process where strangers become visitors, then visitors turn into leads and so on. The number will decrease as it goes through the funnel, from 100 strangers to 50 visitors, and decreased to 30 leads and eventually resulting in 10 actual customers. Throughout the process, they will be interacting with the marketing, sales and also, customer service team and each team will work together to create the best customer experience. You need to create the right information for the right people at the right time. Below shows the Inbound Marketing funnel and Inbound Sales funnel, where it exhibits an example of creating an end to end experience for your customers.
The Inbound Marketing funnel includes 4 stages which are Attract, Convert, Close and Delight
Attract the Right Audience
Get more visitors to your website by delivering relevant content at the right time to the right audience through blogging and SEO.
Convert Engaged Audience
Convert the right audience into leads by engaging with them in conversations via message, email, forms or meeting.
Close Interested Leads
Nurture the leads into customers by utilizing sales tools that are at your disposal. Your sales process will be faster and easier.
Delight Happy Customers
Continue to exceed your happy customers’ expectations by providing great customer experience.
The Inbound Sales funnel includes 4 stages which are Identify, Connect, Explore and Advise
While outbound salespeople might use a scattergun approach to interact with prospects, Inbound Sales identifies strangers who are already active in the buyer journey and may have goals or challenges they can solve.
In the connect stage, inbound salespeople engages the leads with valuable conversation to earn their attention and trust.
Inbound salespeople explore their qualified leads’ goals or challenges to assess whether their offering is a good fit for the qualified leads’ context. If it’s a good fit, these qualified leads become opportunities.
Leveraging the information gathered from the Connect and Explore stage, inbound salespeople will offer advise and solutions that are uniquely positioned to help the buyer. If the buyer agrees to the salesperson’s offering, these opportunities become customers.
How to know if Inbound methodology is for your organisation?
- You want to stand out among the crowd of competitors and capture the attention of qualified leads
- You want to be a thought leader in your industry and generate leads, revenue and brand authority
- You want to build relationships with your prospects through digital marketing tactics and in turn, convert your visitors into your biggest advocates
- You want to align your marketing, sales and customer service team and provide customers outstanding service in their content, conversations, and interactions