Inbound marketing
In-bound marketing gets customers to come to you.
On this basis, it is a 'pull', not a 'push' model.
When someone is looking to make a significant purchase, they require information.
This can be provided by SEO optimised website pages, blog entries, landing pages as well as PDF documents, online videos, podcasts and social media content.
Notice that all of these items are digital.
Here is an example of an inbound marketing process.
Imagine that a buyer thinks of something that they or their enterprise needs.
They are quite likely to open their favourite search engine, perhaps on their mobile phone.
They enter a short phrase and scan the first page of results.
They click through to a web page and find some useful, relevant and interesting information being offered for free in exchange for contact information (in a compliance-driven world, it is important that permission is requested to keep in touch).
The buyer wants the information and they trust the website.
So they fill in the form and receive a PDF...