An Overview of Inbound Marketing Automation

by Jim Berkowitz on June 30, 2010

Here are several excerpts from an excellent article by Eric Goldman, Senior Partner at Gossamar, An Overview of Inbound Marketing Automation. The source article for this post and the Gossamar web site contain much more information on the subject of Inbound Marketing Automation, so be sure to check them out:

Inbound Marketing and Marketing Automation are relatively new ways to market. We’ll call this Inbound Marketing Automation or IMA in this post.

The old approach to marketing relied on sending out messages in as many formats and mediums as possible, to broadcast it to its maximum reach. Maximum reach was essential, because these Outbound Marketers knew that less than 3% of these messages might resonate with their recipient. And today’s slew of spam filters and non-returned calls or emails attest to how many ignored messages have been sent.

Inbound turns this around by using all of your marketing spend and ingenuity to get your website found on the web, and then engage your visitors with the aim of converting them into prospects. This is one of the major benefits driving Inbound Marketing’s success. Done right, your ideal prospects come knocking on your door and give you permission to sell them something. It’s a lot like the Field of Dreams: If you build a great website, the buyers will come.

And because the buyers may number in their thousands (perhaps even hundreds of thousands), you need automation to manage it all. We’ll cover off in a moment a little of the how and what you do to achieve this, but if you’re new to all this web stuff and feel a little daunted, take heart. The rewards are high indeed. Inbound Marketing

Automation Really Does Work:

1. Most people more than double their website traffic using it
2. Conversion rate increases of more than 250% are frequent
3. The average cost to acquire a lead is 60% less compared to outbound approaches.

If these numbers seem overly optimistic to you, consider that 92% of B2B buyers begin their solution search online. Hark back to the Outbound days and think of what you would have had to do, to make this marketing claim: If you get your site to #1 on Google, you will reach almost 60% of your target audience (Google’s 70% of the search engine market and almost 90% of people click on the 1st result).

Three Points to Consider as you Think About the Process:

1. A Marketing Strategy is essential
2. Holistic Websites
3. Define KPIs (Key Performance Indicators)

Components of Inbound Marketing Automation:

1. Your Content
2. SEO and PPC Tools
3. Social Media Marketing tools
4. Demand Generator (sales lead nurturing) packages
5. The Hot Prospects

And this could be your site…
Imagine visitors arrive on your site, attracted by your keyword and SEO strategy, and all that Social Media Marketing you’re doing. They find that your site perfect matches their keyword phrase (because you created your marketing strategy and keyword phrases well, and then built a holistic website).  The site is such a perfect fit to their expectations that begin exploring and don’t bounce away.

They register to get your thought-provoking content. They read it and return for more. Because they have given you their name and email address (they are thus an Official Prospect), they are assigned to the first of your drip-email nurturing campaigns and are now automatically nurtured and cared for, according to your best sales and marketing practices encoded in your system’s Business or Automation Rules. Your prospects are cared for flawlessly, repeatably and 24/7. Each automated drip-email element provides just the right response to nudge this person to the next step in their buying cycle.

Marketing people are released from the drudgery of managing leads and responding to routine inquiries, freeing them to create new campaigns. And sales people concentrate their efforts on the hot prospects who are ready to buy now and leave the “just looking” leads to the automation system. This is how Inbound Marketing Automation increases your revenues while lowering your costs and thus boosts profit significantly.


Eric Goldman June 30, 2010 at 11:25 am

Thanks for posting the article! Happy to help anyone who wants to know more. Just visit our site or contact me: eric at gossamar dot com.

Small Business Resources July 3, 2010 at 12:55 am

These are great tips, especially for us newbies in the world of internet marketing. Thanks for sharing this info here dude, highly appreciated!

John McTigue July 8, 2010 at 8:10 am

I recommend using the HubSpot platform since it includes (and integrates!) all of the tools you recommend for inbound marketing. In the interest of transparency, I don’t work for HubSpot, but we do support it.

Mike Volpe - HubSpot July 13, 2010 at 1:04 pm

Glad to see the inbound marketing methods are spreading far and wide! FYI, there is FREE inbound marketing training and certification available at

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