Laura Fitton, Inbound Marketing Evangelist at HubSpot, sees Inbound Marketing as composed of three key processes: get found, convert and analyze.
While legacy Outbound Marketing techniques are designed to “push” messages out to prospects, Inbound Marketing combines the art of creating valuable content with techniques to maximize the opportunities for prospects to discover and share that content on web and social channels.
Critical analysis is made possible by growing banks of consumer and prospect data, as well as improved traceability of sales conversion touch points.
Many companies, however, are not taking full advantage of available data, as they are unable to filter for relevancy or link findings from disparate sources. And many are not taking full advantage of opportunities to convert.
Fitton provides insights on Inbound Marketing concepts and practices, using two brief case studies to illustrate its potential. Our conversation also contrasts Inbound Marketing with its cousins, Outbound Marketing and Content Marketing, and examines where Inbound Marketing is headed.
For more on inbound marketing
At the Inbound Marketing Summit in New York City in February 2012. I was thrilled to be a panelist on the IMS expert panel. 5 Years of Inbound Marketing: What We’ve Learned and What is Ahead was moderated by Chris Brogan, President of Human Business Works with panelists Laura Fitton, Nick Saber, President of The Pulse Network and Adam Schoenfeld, CEO of Simply Measured.
Here’s the video. Enjoy!
this convo is sponsored by
Convo at the PowWow is presented by Social Media Today, offering the Web’s best thinkers on business and public policy. Social Media Today is a rapidly-growing community of blogs, webinars, e-books, moderated Tweet chats and other digital content. The community currently includes more than 1,800 bloggers and 100,000 registered members, attracting about 700,000 monthly visits.
Vitrue, an original Facebook Preferred Developer Consultant, is the leading social marketing platform facilitating relationships between brands and their fans across multiple social networks via its software-as-a-service solutions. Social marketers and agencies world-wide use Vitrue’s Social Relationship Management (SRM) platform and its Publisher, Tabs, Shop and Analytics products.
Brandwatch is one of the world’s leading social media monitoring and analysis tools, with offices in the UK, US, Germany and Brazil. Global brands and agencies use our tool to cut through the noise on the social web and find the conversation that matters, empowering decisions that improve their business.
Production assistance by Craig Klein of Modern Voice. Music by Glenn Phillips.
