What is Inbound Marketing?

Posted by Taylor Dodds

Not enough companies are taking advantage of inbound marketing.

And it’s a shame, because most companies would benefit from inbound marketing.

At Axiom, we’re helping companies implement HubSpot’s inbound marketing platform to increase lead generation and sales. And it works; inbound marketing leads cost 61% less than outbound leads.

For most people, the primary challenge is a small marketing team. But rather than relying on traditional outbound marketing– like a large staff of marketers and sales department – inbound marketing only needs a small marketing and sales team to attract leads and increase sales and conversions.

How? It all comes back to inbound marketing.


Inbound marketing involves creating content for customers to discover the right message, at the right time, so they move through the sales funnel.

A great inbound marketing strategy helps potential customers to find your products and services through blogs, SEO, videos, and social media. By writing content that answers their questions, search queries, or solves their problem, you engage and educate each customer, across multiple channels.

Now, your marketing isn’t interruptive – it’s relevant and helpful to your customers.

So, what is inbound marketing? It’s creating content for each stage of the buyers journey. It’s like breadcrumbs that lead people to the answer they’re searching for. The result? Inbound marketing increases sales, generates leads, and retains customers longer. 


Inbound marketing represents a fundamental shift in marketing.

In the past, marketing teams would blast out created messages. But not every person is ready for that message. It may be the wrong message. It might be the wrong time for them to read it. And so, potential customers miss out on valuable offers.

Unlike outbound marketing, inbound marketing doesn’t compete for consumers’ attention. Rather than using outbound marketing to talk to the masses of people who are trying to block you out, inbound marketing lets you be found by people already searching for information about your industry, product or service.

Now, the right people can find the right information, at the right time, so they can educate and qualify themselves for your products and services. And after getting enough answers by consuming your content, they qualify themselves for a sale.


The backbone of an inbound marketing strategy is the buyer’s journey.

Each customer is at a different stage of the buyer’s journey. They may just be aware of your company. They might be comparing your services against a competitor's. Or, they could be one email away from buying your services.

By writing great content – the kind that answers questions and solves challenges – for each stage of the buyer’s journey, you can move customers from being a stranger to a repeat customer.

Related: Benefits of B2B Marketing Automation


Lead generation is dialed up a notch with inbound marketing. In fact, 92.7% of companies using inbound marketing increase their lead generation.

Inbound marketing is also significantly cheaper. Inbound leads costs 61% less than outbound leads.

All that great content you create is findable at any time by any potential customer. Because here’s the thing: buyers don’t want to be prospected. They don’t want to be sold to. They still have questions, though, and want answers in a personalized, engaging way.

Once a customer has read enough blogs, emails or social posts, or downloaded enough brochures, resources or podcasts, they’re ready to hear your sales offer.


49.7% of companies using inbound marketing increase sales within 7 months.

That’s a powerful stat, but it makes sense. Inbound marketing strategy focuses on providing the right information at the right time, wherever the customer is in the sales funnel. So as an inbound sales person, you can focus on attracting new leads to grow your sales pipeline, engaging with people who are ready for a sales conversion, and delighting them with specific solutions to their challenges.

The best part – all that content is reuseable. In fact, it never goes away and can always sell for you.


Sales and marketing teams don’t have to be 30+ people anymore. It's all manageable by a small team with inbound marketing.

Luckily, most customers share the same questions. So small inbound marketing teams can focus on evergreen content that answers those questions.


Axiom is a HubSpot-certified inbound marketing agency in Houston. While HubSpot isn’t the only inbound marketing provider, it’s Axiom’s preferred platform.

We’ve been helping Houston companies with inbound marketing services and marketing automation. Check out our digital strategy case study to see the implementation.

So if you’re interested in inbound marketing services in Houston, we’re offering a free demo of the HubSpot inbound marketing platform. We’ll show you the ins-and-outs of the program and how you can increase sales and lead generation.

Want to see more benefits of inbound marketing?

Just schedule a meeting with Axiom - we will walk through expected results and how to get started.


Tagged: Digital Strategy



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