Build Your Inbound Marketing Foundation

From Strangers to Customers: You Make It Happen


The inbound marketing methodology covers each and every step taken, tool used, and lifecycle stage traveled through on the road from stranger to customer. It empowers organizations to attract visitors, convert leads, close customers, and delight promoters. The methodology acknowledges that inbound marketing doesn’t just happen—you do it. And you do it using tools and applications that help you create and deliver content that will appeal to precisely the right people (your buyer personas), in the right places (channels), at just the right times (lifecycle stages).


Ready to start your own inbound marketing campaign? Make sure you've laid the groundwork below first:


1. Goal Setting


SMART goals—goals that are specific, measurable, attainable, realistic, and timeboundallow you to track your marketing efforts. Don’t know how to set SMART goals? Download our Inbound Marketing Toolkit for a step-by-step guide.


Action Item:

  • Set SMART goals



2. Buyer Personas


Identify who your ideal buyers are so that you can tailor your marketing content and your sales approach to their needs. Need some tips on creating your buyer personas? Check out this blog post.


Action Item:

  • Compile insights from conversations and interactions with your customers, prospects, and team to determine how many different buyer personas your organization has


3. Content Mapping and Auditing


Take advantage of content you already have and find opportunities for new content that will appeal to your buyer personas. Compelling content is key to moving visitors through the buyer’s journey.


Action Items:

  • Take inventory of content you already have (e.g. newsletters, brochures, white papers, email correspondence, research)
  • Map out any additional content you need to create for each persona as they move through the buyer’s journey




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Topics: Inbound Marketing, Buyer Personas

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