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Inbound marketing is just one part of a larger movement in the business world. That movement is inbound.
Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust. As technology shifts, inbound guides an approach to doing business in a human and helpful way. Inbound is a better way to market, a better way to sell, and a better way to serve your customers. Because when good-for-the-customer means good-for-the-business, your company can grow better over the long term.

What is inbound marketing?

Attract:

People look for answers to questions. If those questions are about your products, goods, or services, they’ll look to you for answers. By using the knowledge base tool and a strong knowledge strategy, you can provide the right information in the right way. Craft meaningful solutions to problems that a person may be dealing with and publish those solutions on the knowledge base. With the ability to include rich media like video, audio, and images, you can provide answers and insights that are effective for multiple types of learners.  

Engage:

Knowledge base articles may not always provide the information someone is looking for, and this is where tickets and the conversations tool come into play. Tickets are fully integrated with HubSpot Conversations, and with the availability of live chat and chatbots, your customers can request help and advice in real time, receiving expert-level assistance across multiple channels. Because you have the ability to know where and when someone is looking at a certain web page or knowledge article, you can create a chatbot that provides contextual, relevant answers and resources that may not normally live in the article itself. If all else fails, the ability to automatically create a new ticket, assign it, and notify the user streamlines the service process.

Delight:

How do you know if you’ve provided a positive customer experience? Ask. With Service Hub’s built-in feedback system, collecting feedback on a customer’s experience has never been easier. By combining feedback scores with chat and email transcripts, you can iterate over your shared knowledge resources on a continual basis, refining and enriching your content each time.  

Using the Inbound Methodology in Marketing:

As an inbound marketer, your goal is to attract new prospects to your company, engage with them at scale, and delight them individually. You also partner with your sales and services teams to keep the flywheel spinning effectively and help the business grow. It's a big job, but the inbound methodology and Marketing Hub have you covered.

Using the Inbound Methodology in Sales:

As an inbound salesperson, you spend your days attracting new leads to grow your pipeline, engaging with people who are ready to have a sales conversation, and delighting them with solutions to their problems. This is where the inbound methodology and Sales Hub come in.

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