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Inbound marketing methodology explained

This blog post is aimed to explain the "Inbound marketing methodology" in simple words. The methodology was "invented" by Hubspot.

4 Phases

The Inbound Marketing Methodology aims to turn strangers into website visitors, visitors into qualified leads, leads into customers and promoters of your business.


The first part of the inbound marketing methodology is to Attract. The world of the consumer has changed. You can no longer have your brand interrupting individuals while they are in the middle of something completely unrelated to how you can do business together. The inbound marketing methodology puts your brand in front of prospects when they are actually looking for what you have to offer.

Some of the most important tools to attract the right users to your site are:

  • Blog Posts
  • SEO (Search Engine Optimization)
  • Relevant Content
  • Social Media Activities


Convert is when the work really kicks in.  We love the convert stage of the inbound methodology because even though it's a lot of effort, here is where you start to see the rewards of all of your content marketing efforts. You’ve already enticed your strangers to become recurring visitors, so now you need to make them leads by submitting their contact information on your website so they can join your marketing and sales funnel.

Some of the most important tools to convert visitors on your site are:

  • Premium Content Offers (Ebooks, Whitepapers, Checklists, etc.)
  • Landing Pages
  • Calls-to-Action
  • Smart Forms 


The Close stage is absolutely critical. This step means revenue! Closing is where we turn all of those qualified website visitors and leads into customers.  Closing a lead and converting them into a customer can be a long process in many industries as well. It typically takes from 7 to 13 touches to convert a lead to a sale.  So how can we utilize marketing techniques to help close more customers for your business?

Some of the most important tools to close leads into customers are:

  • Marketing Automation & Workflows
  • Effective Email Marketing
  • List Segmentation
  • Sales Alignment


As you know, inbound marketing and inbound selling is all about providing remarkable content to your leads and customers.  Just because someone has signed a contract with you, or purchased your products, doesn’t mean you can forget about them.  That's actually the worst thing you can do!  Inbound companies continue to engage with, delight, upsell and grow their current customer base into happy promoters of the organizations and products they love.  

Some of the most important tools to delight your customers are:

  • Dynamic/Smart Website Content
  • Trigger Marketing
  • Social Media Monitoring
  • Surveys

Read more about inbound marketing

OpenInbound offers an inbound marketing tool to install on every website with Drupal or Wordpress.