Having just entered autumn and still with a Bostonian hangover from Inbound19, we have interviewed our Marketing Director, Javier Gutiérrez Pérez, with the aim of explaining everything related to the Inbound methodology at a glance:
what is it, who is it aimed at, why are companies and consumers no longer served by the techniques of the past, what has changed, why is it a fundamental tool for businesses, what is HubSpot's CRM, why implement this methodology, and most importantly, why do it with Occam?
It is common, and even normal, that many customers or users are still not very clear about what Inbound Marketing is. That is why we are going to share with you, week after week, small doses of marketing, entertaining pills to tell you what this fantastic methodology that is changing the rules of the game in business consists of.
We tell you how our first marketing talk went. A coffee?
' %}Before the question-answer..
Cups on the table, naughty hands and ideas about to blossom in a relaxed, cosy and calm atmosphere. With coffee and everything. Our communication and marketing directors, Daniel Collado and Javier Gutiérrez, have laid their cards on the table to talk to us about Inbound Marketing. Many clients are hearing about it, but they don't really know how it works or what it consists of. Let's put our doubts to rest. Let's talk to you about our first audiovisual pill: WHAT IS THE INBOUND METHODOLOGY?
let's get started!
The first rule of this methodology consists of ATTRACTING, but never AVASALLING the customer. Inbound Marketing is based on generating valuable experiences with a positive impact on users-customers-companies. It is achieved by following the steps that its creators, Brian Halligan and Dharmesh Shah, defined at the beginning:
It's a tailored and effective alternative that HubSpot CEO Brian Halligan told us about at Inbound 2018. It seems that the linear approach of the conversion funnel is no longer the best way to measure growth because, as he points out, "Funnels generate customers, but they don't consider how those customers can help you grow".
The flywheel leverages momentum to keep spinning while the funnel loses it. So, remember this: keep your customers informed with the latest offers, trends in your industry, etc. But don't forget about them because, then, they will forget about you too.
And keep on delighting..
Until very recently, there were companies that worked on these four stages separately. Others still use emailing or automation techniques and confuse it with Inbound without following the whole process. However, this methodology is not only emailing, SEO or content, but it is the set of all these actions focused on SMART objectives (measurable, achievable, achievable and with a specific timeframe). The great advantage of Inbound lies in its ability to relate all these tools and stages, combine them and maximise their effect.
That is why Inbound has become the best way to convert strangers into visitors, customers and promoters of your company.
In this first coffee chat we have tied up several loose ends, but we have left open a few others that we will unravel little by little. Some of them: Who is Inbound Marketing aimed at? Why are the techniques of the past (Outbound) no longer valid? What is HubSpot CRM? Why should companies implement it?
see you next time!