Inbound marketing

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See also product management, often referred to as inbound marketing.

Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing and search engine optimization.[1][2]


Inbound marketing provides information, an improved customer experience and builds trust by offering potential customers information they value via company sponsored newsletters, blogs and entries on social media platforms.[3][1][4][2]

Marketing strategist David Meerman Scott says that inbound marketing allows marketers to "earn their way" into a customers awareness rather than invading their awareness through paid advertisements.[5]

The term "inbound marketing" was coined by HubSpot CEO, Brian Halligan and is synonymous with the concept of Permission Marketing a 1999 book by Seth Godin.[1][2]


  1. ^ a b c Basu, Dev (June 29, 2011). "Inbound marketing: The customer finds you". The Globe and Mail. Retrieved February 27, 2012. 
  2. ^ a b c Prescott, Bill (February 5, 2012). "Business Sense: Inbound marketing". Times-Standard. Retrieved February 27, 2012. 
  3. ^ Leary, Brent (January 27, 2012). "Jeanne Hopkins of HubSpot: All Leads Are Not Created Equal". Small Business Trends. Retrieved January 10, 2013. 
  4. ^ Benner, Michael (January 19, 2012). "Get Found: 7 Steps to Fire Up Your Inbound Marketing". Business2Community. Retrieved February 27, 2012. 
  5. ^ David Meerman Scott (2010). The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly. (2 ed.). Hoboken, N.J.: John Wiley & Sons Inc. ISBN 0-470-54781-2. 

Further reading[edit]

  • Halligan, Brian and Shah, Dharmesh (2009) Inbound Marketing: Get Found Using Google, Social Media, and Blogs, John Wiley & Sons Inc

External links[edit]