Inbound marketing strategies have proved immensely successful. The first search engines didn’t launch until the 90s with 'Archie' (1990), followed rapidly by a host of others, including Yahoo (1994), Google (1995), Ask (1997) and MSN (1998). It was soon after that Brian Halligan, CEO of Hubspot, coined the phrase “inbound marketing” in 1999.
In the less-than 20 years since the advent of inbound marketing, the practice has experienced rapid growth, and is now widely recognized as an important tool to have in any marketing tool box.
For the longest time, email marketing has been looked at as a classic outbound marketing strategy - but you may be surprised to learn that it also plays a pivotal role in inbound marketing.
As people now look for more value and personalization from emails, inbound marketing is the best solution - which many marketers have already adopted. With best practices and technology to help us, we can now send the right emails to the right people at the right time. Inbound email marketing is about empowering your leads and prospective customers through a conversation that pulls them in, not something that bothers them.
Inbound marketing is still a mystery to many. Marketing strategies for both B2B and B2C companies have changed dramatically over the past decade - marketers are increasingly understanding the benefits of inbound strategies, like search engine optimization, content marketing and leveraging social media over traditional outbound strategies, like direct mail, telemarketing and print ads.
But marketing hasn’t changed because marketers woke up one morning and thought, “let’s try doing things in a different way.” Marketing has changed because consumers have changed. Their mailboxes overflowing with direct mail, inboxes jammed full of spam, and an endless stream of unwanted calls from pesky telemarketers have made audiences more skeptical than they used to be. To halt the flood of sales pitches they don’t want, more than 200 million Americans have signed onto do-not-call lists, and most now fast forward or hit the mute button to avoid TV commercials.