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Why is Inbound Marketing So Effective? [CONVO]

Laura Fitton, Inbound Marketing Evangelist at HubSpot, sees Inbound Marketing as composed of three key processes: get found, convert and analyze.

While legacy Outbound Marketing techniques are designed to “push” messages out to prospects, Inbound Marketing combines the art of creating valuable content with techniques to maximize the opportunities for prospects to discover and share that content on web and social channels.

Critical analysis is made possible by growing banks of consumer and prospect data, as well as improved traceability of sales conversion touch points. 

Many companies, however, are not taking full advantage of available data, as they are unable to filter for relevancy or link findings from disparate sources. And many are not taking full advantage of opportunities to convert.

Fitton provides insights on Inbound Marketing concepts and practices, using two brief case studies to illustrate its potential. Our conversation also also contrasts Inbound Marketing with its cousins, Outbound Marketing and Content Marketing, and examines where Inbound Marketing is headed. 

This convo is sponsored by:

VitrueVitrue, an original Facebook Preferred Developer Consultant, is the leading social marketing platform facilitating relationships between brands and their fans across multiple social networks via its software-as-a-service solutions. Social marketers and agencies world-wide use Vitrue’s Social Relationship Management (SRM) platform and its Publisher, Tabs, Shop and Analytics products.


Brandwatch is one of the world’s leading social media monitoring and analysis tools, with offices in the UK, US, Germany and Brazil. Global brands and agencies use our tool to cut through the noise on the social web and find the conversation that matters, empowering decisions that improve their business. 


Neil Glassman is principal marketing strategist at WhizBangPowWow, where he delivers integrated social, digital and linear media solutions. Join his conversations on Twitter and Google +.

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