Inbound marketing strategies focus on generating quality content that answers user questions and encourages further engagement. Content should be optimized for search engines through effective keyword usage. Prospects now get information from search engines and social media rather than just from sales and marketing teams. Companies need to be active in search and social media if they want to be involved in prospects' decision making. Every blog post and piece of content should have a clear call to action that leads prospects further down the conversion funnel. Marketers should test different content formats and lead generation tactics to see what drives the most qualified leads.