INBOUND MARKETING: What is it?
Concepts and methodology

Chapter 2

Inbound and Outbound Marketing: What are the main differences?

In the digital world, it’s common for people, companies, and even marketing agencies to confuse concepts. 

Sometimes, when a term such as Inbound Marketing becomes highly popular, it starts getting misused. 

For example, if you’re currently using digital marketing tactics such as Search Engine Optimization (SEO), email marketing, paid advertising or content marketing, this doesn’t necessarily mean you’re doing Inbound Marketing.

However, a couple of years ago, many digital marketing agencies began to call and offer “Inbound Marketing” as part of their online marketing services, unaware of the fact that Inbound is actually a methodology, or a philosophy, that integrates these tactics.

Something similar happens with the terms “Inbound” and “Outbound.”

Chapter 3

How to plan a successful Inbound Marketing Strategy for each phase of the buyer journey

This is how the magic happens: an Inbound Marketing strategy aims to turn a stranger into a business promoter in four steps, using different tactics for each of the different phases.

This journey is commonly known as “The Buyer’s Journey,” which consists of three main stages: awareness or discovery, consideration, and decision.

For each of these stages, the Inbound Marketing methodology envisages stages with specific tactics that allow users to seamlessly move from one to the next, while educating themselves.

Fascinating, right?

Chapter 4

The Traditional Sales Funnel

In the world of digital marketing, there is a well-known and powerful tool for attracting visitors and turning them into customers: the traditional sales funnel.

The funnel has allowed us to guide users through the different stages of their “buyer journey,” delivering content to attract users, capture their attention as visitors, then turn them into prospects or leads, and finally into customers.

The funnel used to look like this:

Evolution of the Sales Funnel: The Flywheel

This wonderful marketing tool, however, underwent a transformation process. In other words, it still works, but it’s not as effective as it used to be.

At Triario, we saw first hand how the Flywheel worked during INBOUND18 in Boston, the largest Inbound Marketing event in the world. Since then, we have incorporated this methodology into our strategies and processes.

Chapter 5

Inbound Marketing Resources

Download our guides and educational resources on Inbound Marketing for free and start implementing the Inbound methodology now.