Within a few years, inbound marketing has become firmly established in the modern marketing mix. The visible, quick successes, the measurable marketing ROI, the effective lead generation and the increase in the power of the entire marketing convince more and more marketing and sales managers. Inbound marketing is becoming a proven management methodology in the digital age and is cost-effective in the long term compared to the increasingly expensive outbound marketing of online and TV advertising. This is why inbound marketing has long been of interest not only to corporations, but especially to small and medium-sized companies.
Inbound marketing is a highly effective method of generating a high level of response in the market, attracting potential buyers, and boosting your own reputation. You position and establish yourself as the thought-leading authority in the market on the topics that are important to prospective customers and customers. Even more than that: in the long term, you create your own network of highly motivated (intrinsically motivated) customers who actively participate in disseminating the content of their opinion leaders (thought leaders) and publish it, for example, in their own blogs. In this way, inbound marketing can build up opinion leadership via viral effects. The more successful your own content-oriented inbound marketing is, the more independent you make yourself of paid advertising, for example. One has created one's own access to prospective customers and customers and no longer has to buy it e.g. in the form of paid advertising space.
In Lead Management and especially in lead generation, i.e. the acquisition of new qualified interested parties, classical advertising fails. With outbound marketing such as e-mails or direct mails to purchased addresses, you create neither trust nor any customer benefit. Inbound marketing, on the other hand, gives information seekers the right content, which often appears so valuable that a prospective customer is prepared to register with his or her contact data on the information provider's website in return for using an information offer (e.g. eBook, whitepaper, online test).