Modern Marketing is Inbound Marketing

Understanding the Inbound Principles

Inbound Marketing is one of the most popular modern marketing methodologies that attracts customers by creating tailored experiences and being helpful at every stage of their journey with your brand.

Created by HubSpot, the Inbound Methodology is a business model that utilises the attract, engage and delight framework that our team at ProsperoHub lives and breathes by. The sales and marketing pipeline is no longer a unilateral funnel but a constant process of nurturing and converting customers to qualify them as valued, satisfied customers.

Using the inbound methodology, your content strives to solve the challenges customers are facing and help them with your products and services. The key element of your strategy is to produce and share high quality, attractive content that your buyer personas will be interested in. 

What is Inbound Marketing?

What is Inbound Marketing?

Inbound marketing means developing relationships with your prospects by offering them key insights and useful resources (such as blogs, e-books, downloads, and webinars) that can help them solve the challenges they already have at no cost, and in a non-disruptive way. Customers appreciate when they feel they aren’t being sold to. This creates valuable relationships built on trust prior to purchasing, meaning that they are more likely to come to you when they are ready to buy.

Inbound content is helpful and educational to customers when delivered correctly, hence why inbound is often more cost effective and successful in generating leads than traditional methods.

Why go Inbound?

Why Go Inbound?

Customers have the power today, with 85% conducting online research before purchasing. Your prospects now have endless options and channels to influence their purchasing decisions. When browsing these options, you want your inbound efforts to attract these potential customers by solving their pain points whilst they search for solutions.

Let’s face it, no one enjoys their inbox being spammed with sales emails or waiting for the TV ad promoting car insurance to finish. Inbound Marketing solves the burden of mass sales and marketing by simply allowing the customer to come to you.

Inbound allows for leaner, more focused marketing efforts to save your business money while building quality leads and brand credibility.

Let’s Introduce You to HubSpot's Flywheel

HubSpot Flywheel Model

The flywheel represents the process of building lasting, meaningful relationships with your customers through inbound to produce a mutually beneficial partnership.


Moving customers through this process enables them to become brand advocates and recommend your business to others, allowing the flywheel to start again with new prospects.


How Inbound Marketing Works: Attract, Engage and Delight

Draw in good fit qualified leads through high quality content and conversations.

How to attract in HubSpot:
  • Build authority in search using the Content Strategy Tool
  • Publish Blog Content
  • Build Persona targeted landing pages
  • Schedule Social Media posts using CRM Social Tools in HubSpot
  • Create Social and Google Ads to generate web traffic and conversion using the Ads Tool

Offer targeted content that addresses your buyer persona challenges to encourage deeper engagement. 

How to engage in HubSpot:
  • Utilise the conversations tool to build relationships on socials, live chat, email and messaging apps
  • Capture prospect information through website Forms and CTAs
  • Develop SMART content targeted to persona challenges
  • Build lead flow to facilitate the customer journey using marketing automation
  • Analyse the data in your CRM to create personalized outreach based on previous interactions


Provide solutions to your buyer persona problems and help them achieve their goals.

How to delight in HubSpot:

  • Use email marketing and sales automation to simulate 1-1 outreach
  • Using attribution reporting, analyse which activities, channels, or campaigns are generating the most results
  • Create follow up surveys to collate feedback for improvement
  • Set up nurture workflows to always ensure customers are kept up to date

Traditional Marketing vs Inbound

Solve your buyers’ challenges when and where they are looking for solutions. 

Gone are the times of interrupting someone’s day to push your product that they may have no interest in. Traditional efforts (also known as outbound marketing) refers to tactics such as telemarketing, cold calling, newspaper adverts, billboards etc. Essentially, outbound is an expensive way of reaching cold prospects when most of the time, they aren’t even interested  

B2B Inbound Marketing is a less intrusive approach to lead generation that attracts buyers to you based on your content. This allows sales and marketing to target prospects that are more likely to convert.  

If 2020 taught us anything, it’s that we can no longer rely on traditional methods to reach our prospects and customers. With people working from home or just a few days a week at the office, the sales and marketing environment has changed. The shift to digital has never been more apparent and your sales and marketing strategy should follow suit 

Tip: Start actioning ‘inbound selling’ to accommodate to the 2021 climate through LinkedIn. Download our Ultimate Social Selling on LinkedIn guide.  

What should Inbound Marketing strategy include?

ProsperoHub Digital Marketing
Digital Marketing plays a crucial role in inbound. To reach the buyer, digital marketing tactics allow your content to get in front of your prospect when they need it. Utilising various channels enables each platform to work together to boost reach and engagement from your ideal customer. 

Tactics you need to be using:

  • Blogging
  • Social Media
  • eBooks
  • Emails
  • Webinars
  • Video
  • SEO
  • PPC
  • Podcasts

Getting started with your Inbound Strategy

How can you use inbound marketing to grow B2B business sales? 

Developing an inbound campaign involves curating content that is targeted to a specific buyer persona. Each channel works together to make the buyer journey seamless and streamlined. To understand, where and when your future customers will be looking for information, your strategy needs to start with the buyer

Tip: Typically, it can take 6-9 months to see the return on investment from your inbound strategy. Be patient it’s worth it! 

Step 1: Develop Buyer Personas

Understanding human behaviour is essential for developing an effective inbound strategy. When market trends change, we, as marketers, must be able to adapt our marketing tactics accordingly. So, what is a buyer persona?

“A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” - HubSpot

Buyer personas are the result of the facts you know about your key target customers - information collected from a range of sources and through a range of methods such as observation, experience, interviews, and surveys – supplemented with some speculations derived from the areas you do know. Developing this persona that embodies all the interests, challenges and characteristics of your target audience to help visualise and empathise with their needs.

Ask yourself: "Who are my customers and current prospects and why do they need our help?" The ‘why’ question will be the most important you will ask when consulting potential buyers, because understanding what drives a person to make the choices they make, means that you are better positioned to predict their movements within the market place.

For an ultimate guide on persona development click here or book a buyer persona workshop with our inbound team.

Step 2: Create a Buyers Journey 

Consider the touchpoints your persona may go through before making a purchase decision. Understanding these touchpoints is fundamental for marketers to move prospects down their pipeline to be passed to sales. These touchpoints are then quantified using lead scoring in your CRM to determine what stage your prospect is at in their buyer journey and what triggers the movement to the next stage. 

Tip: This stage is fundamental to your CRM implementation and is often missed out. Lead Scoring and Lifecycle stages enables you to configure your system to make it work well for your organisation, by properly mapping out your sales and marketing pipeline. 

HubSpot Lead Scoring Setup
PH -lead scoring setup-1

Setting up lead scoring in your CRM is the process of assigning values to each touch point/interaction with your business to each lead based on their likelihood to buy. This can be automated to enable your marketing team to move prospects down the funnel at scale.  

This allows you to understand what lifecycle stage that prospect is in whether it be Lead, Marketing Qualified Lead, Sales Qualified Lead or Customer.  

Want to know more? See how to set up lead scoring on HubSpot in our 60second video.

Lead Management Tactics
PH - lead management-1

HubSpot lifecycle stages are a set of stages optimised for your pipeline that a potential customer moves through as they work through your marketing and sales process. Using lifecycle stages allows your sales and marketing teams to work as one process with one common goal rather than separate, siloed teams.

By utilising lead scoring to determine a prospect's lifecycle stage you can create an automated inbound sales and marketing pipeline that allows you to segment your contacts, categorise them accordingly, and ultimately grow your business.

If you need help setting-up your HubSpot infrastructure get in touch for advice.


Step 3: Conduct a Content Audit

Audit your content on your website, identify the gaps, and review the performance from the last year to make informed decisions on what can be improved on. 

Ensure your team ask these questions  

  • What can be updated or repurposed?  
  • What can be deleted?  
  • What is missing?
  • What performed well?

If you are wondering why should you perform a content audit for your organisation read our blog below to find out more.


Content audit

Step 4: Develop a Content Strategy 

With buyer personas in mind, create content targeted to individuals' challenges and interests based on what stage they are at in their customer journey. The better you know your audience, the better you can understand what kind of content will attract them to your website 

Providing a continuous stream of high-quality content will allow your brand to be recognised as a thought leader in your industry. Each piece of content should be optimised for conversion by adding suitable CTAs for the stage in your buyer journey. For example: add pop up forms to other blogs for awareness content, buttons to downloadable tutorials for consideration, and sign up forms for pricing guides. This will help move prospects along their buyer journey and further down your pipeline.  

Here are some content ideas we have for each stage of the buyer journey: 

Awareness: eBooks, educational blogs, guides, easily consumable tips, social media posts and videos.  

Consideration: webinars, interviews, tutorials, white papers, actionable checklists and templates.

Decision: demos. free trials, pricing guides.

Tip:  Don’t forget to continuously check the performance of your campaigns through your CRM Reporting & ROI.

Step 5: Curate Pillar Pages and Topic Clusters 

The final stage in your inbound journey is to optimise your content for Search Engine Optimisation using pillar pages and topic clusters to allow your buyer personas to find you.  

Topic Clusters 

The first step in creating this framework is identifying a broad topic that you want to be known for and build authority around. Use monthly search volume to help determine what is worth ranking for.  

Once you have chosen the broad topic, create content based on specific conversational long-tail keywords related to that topic to create broader search engine authority. This structure can be created with HubSpot’s SEO tool.  

SEO-Topic Cluster Strategy on HubSpot

Tip: Ensure your keywords are more than two words long. This allows google to pick up your website on longer search queries. People are submitting more detailed queries to sort through the junk get the information they need, faster. 

Pillar Pages 

Now that you have a group of content addressing specific areas of a wider topic, it is time to create a pillar page. A pillar page covers all aspects of the topic on a single page, with room for more in-depth reporting in more detailed cluster blog posts that hyperlink back to the pillar page. For example, you are reading our Inbound Marketing Pillar Page right now. 

Congratulations You are ready to start your Inbound Journey! 

Book a Free Inbound marketing consultation