Inbound marketing consists of drawing a potential customer in to a company’s products and/or services.

Inbound marketing breaks away from traditional marketing techniques. The company must provide a potential customer with quality information and content to capture his or her interest, draw the prospect in, and convert him or her into a customer. This high-quality content and information can take different forms: white papers, guides, case studies, blog articles, webinars, etc.

Inbound marketing should not be confused with outbound marketing which consists of sending an advertisement directly to prospects and consumers.