Strategy Overview

The remaining chapters of this guide describe how to implement the adapted inbound marketing methodology — this chapter provides a brief walkthrough of how it's done.

Firstly, several key aspects of the firm are documented (products, target audience, sales team structure, and the languages it communicates in online) which is used to help complete some preparatory tasks:

• Collating documents, setting up download tracking, and creating an internal library for marketing materials and other literature
• Ensuring the corporate website is fit for purpose
• Establishing a structured process for content publishing

Then, to start generating and managing leads:

• Website visitors are given the ability to opt-in to receive content via email when it’s published (at which point a cookie is placed on their browser by the marketing automation system, so subsequent interactions with the website and content can be monitored)
• Subscribers who fall within the firm’s target audience are identified and assigned to a salesperson, either manually or automatically

To share the digital activity of contacts with their assigned salesperson, alerts are then configured in the marketing automation system.

Post-setup, attention then shifts to ongoing work:

• Distributing content to subscribers via email
• Marketing campaigns
• Ad-hoc projects

A few areas might also arise for additional focus — such as increasing website traffic, improving the website-to-subscriber conversion rate, and boosting the volume of digital activity from tracked contacts.