Everything You Ever Wanted to Know About Inbound Campaigns

Discover how to create effective inbound campaigns that drive traffic, engagement and qualified leads. Learn best practices for implementing, promoting, managing, and reporting on campaigns results.

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This in-depth guide covers:

What exactly inbound marketing is and how it works.

Explore a step-by-step process for running an
inbound marketing campaign in today’s competitive business
landscape.

Best practices for creating a variety of campaign assets.

Reach consumers in a variety of ways, at every stage of the buyer's journey, through email, social media, online
advertising, and video.

How to measure the impact and ROI of your inbound campaign.

Make insights-driven business decisions and confidently present the value and impact of marketing efforts in support of top-level business objectives.

Sneak Peek: The Inbound Flywheel

Get a sneak peek at the guide. Explore the framework the inbound methodology: the flywheel.

Earn your people’s attention, don’t force
it. Attract visitors with useful content and
eliminate barriers as they try to problem-solve.

Goal: create awareness of the problem your brand solves, of the value/urgency of a solution, and of your brand/product.

Open relationships, don’t just close deals. Your buyers are trying to decide on the best solution to solve their problem: you need to be showing up when they search. Tie sales incentives to customer success, not just close rate.

Goal: inspire prospects to sign up or request a demo, move further down the buyer journey, and ultimately make a purchase.

Tie your success to your customers’. Shift resources to be more effectively distributed throughout the entire customer experience.

Goal: keep current customers feeling valued - and more likely to recommend your services. Nurture existing customers into additional sales.

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Inbound Marketing FAQs

Explore some of the most common questions about inbound marketing and our guide.

What's the difference between inbound marketing and digital marketing?

Digital marketing is an umbrella term for online tactics like social media marketing, content creation, email marketing, etc., while inbound marketing is a more strategic approach. Digital marketing excels in brand awareness and short-term lead generation, but often attracts low‑value or untargeted contacts.

Inbound marketing centers on creating valuable, educational content that lets customers find you as they seek answers.
Inbound marketing is ideal for attracting qualified leads by aligning with buyer pain points and nurturing them through research and decision-making stages of their buyers journey.

What's included in this inbound guide?

The full guide includes a detailed breakdown of everything you need to know to build better inbound marketing campaigns. The sections of the guide are:

What is Inbound Marketing?
How To Brainstorm a Great Campaign Idea
How to Set S.M.A.R.T. Goals
How to Manage Your Inbound Marketing Campaigns to Avoid Chaos and Maximize Results
Marketing Campaign Content Creation and Strategy
How to Create Effective Video Marketing Campaigns
How to Design a Conversion Path
Email Marketing Best Practices: How to Win Your Subscribers’ Hearts, Minds, & Wallets
Best Practices For Designing Campaign Creative
8 Ways Social Media Marketing Builds Successful Campaigns
How to Prepare for Campaign Launch and Promotion
Measuring the Impact of Your Marketing and Ads Campaigns

I've done inbound marketing before. Is this guide relevant to me?

Yes! Our guide is designed for both beginners and those who have done inbound marketing before. One of the core principles of inbound marketing and the reason why it's successful is that it prioritizes constant learning and improvement based on data.

If you've done inbound marketing before, you'll find the following sections in our guide relevant and helpful:

How To Brainstorm a Great Campaign Idea
How to Set S.M.A.R.T. Goals
How to Manage Your Inbound Marketing Campaigns to Avoid Chaos and Maximize Results
Marketing Campaign Content Creation and Strategy
How to Create Effective Video Marketing Campaigns
How to Design a Conversion Path
Email Marketing Best Practices: How to Win Your Subscribers’ Hearts, Minds, & Wallets
Best Practices For Designing Campaign Creative
8 Ways Social Media Marketing Builds Successful Campaigns
How to Prepare for Campaign Launch and Promotion
Measuring the Impact of Your Marketing and Ads Campaigns

What are some examples of inbound marketing?

Ironically, our inbound guide itself is a great real-world example of inbound marketing. How meta!

For some other examples and to see how inbound marketing actually drives business growth, check out some of our customers' inbound stories.

Here are some of the highlights below:

TCU saw a 21% increase in event attendance by following the inbound methodology.

Strom Engineering increased the number of qualified leads each month.

Ocient's
engagement rate jumped to 52% compared to the industry average of 37%.