This document outlines the key concepts of inbound marketing. It defines inbound marketing as an approach that focuses on attracting customers through relevant and useful content rather than outbound tactics like ads and emails. The document discusses how inbound marketing is based on web 2.0 principles and social media. It also explains the inbound marketing funnel process developed by Hubspot of attracting leads with free content, capturing customer info, engaging with them, converting them and analyzing results. Specific tactics covered include blogging, social media, search engine optimization, email marketing and using tools like webinars and ebooks to attract customers.

1. Inbound Marketing Fran Simon Chief Engagement Officer Engagement Strategies-------- Towson University 4/21/2011 Slides: www.ESbyFS.com/inbound 1

2. About Me * Inbound Marketing * * Webinar Production * * Social Media * * SaaS Product Management * www.ESbyFS.com 2 HASHTAG: #LI4PR

3. About You 3 HASHTAG: #LI4PR

4. What is Inbound Marketing? An approach to marketing strategy that focuses on getting found by customers. Conceptualized by Hubspot

5. Inbound Marketing is Web 2.0-Centric Social media Marketing Funnel 5

6. Hubspot’s Concept of Inbound Marketing 6

7. Inbound vs. Outbound Marketing 7

8. Inbound Vs. Outbound Inbound: Content attracts leads Web 2.0 8

9. Inbound Vs. Outbound Outbound: Ads, Cold Calls, Mail and e-Mail Traditional 9

10. The Hubspot Process 10

11. The Funnel Offer free content Capture customer info Engage and interact 4. Convert 5. Analyze Top Mid HOT Repeat 11

12. Attractions 12

13. 1. Free Content 13

15. Webinars

16. Ebooks

17. Video content

18. User-generated content14

19. 2. Free Tools 15

20. 3. Capture Customer Info 16

21. 4. Engage: FB 17

22. 4. Engage: Twitter 18

23. 4. Engage: You Tube 19

24. 4. Engage: LinkedIn 20

25. 4. Engage: Viral Video 21

26. 5. Convert 22

27. 5. Analyze 23

28. E-mail 24

29. Social Media for Inbound Marketing 25

30. Search 26

31. SEO 27

32. 28 Blogging

33. 29 What’s so great about blogging?

34. 30 B2B vs. B2C

35. 31 Group Assignment 1. Identify 4 class members who work in various industries in B2B and B2C markets. 2. Split up into groups based on interest in those industries. 3. Work as a team to develop an inbound marketing campaign including you will: Offer free content Capture customer info Engage and interact 4. Convert 5. Analyze the results and replicate

36. Thank you! Slides: www.ESbyFS.com/inbound 32