Inbound is a buyer-centric methodology based on your ideal customer's interests, fears, and aspirations at each lifecycle stage in the buyer's journey. By demonstrating your understanding and empathy for the buyer's pain, you layer content and experiences that position your company as the guide to help them solve their problem.
In inbound marketing, continuous improvement is a repeatable, agile process of planning, execution, analysis and optimisation. Data and experimentation powers the customer insights that inform the creation of more relevant and remarkable experiences. It is the mindset that delivers on the brand growth promise - the concept of Kaizen in practice: "Improvement by everybody, every day, everywhere."
Inbound marketing works best when it responds to what happens, not simply what was in the plan.
It’s this collaborative, agile approach that helps everyone in the business deliver on your collective goals. Your brand growth plan always responds to new challenges, solving customers’ problems and answering their questions in new and innovative ways.
Data-driven experimentation in pursuit of optimal results becomes a reality as your organisation starts to deliver a culture of amazing content.