It’s only in the last few years — with the work of practitioners at companies like Atlassian, Intercom, and Slack, on the one hand, and observers like Samuel Hulick on the other — that the assumptions and expectations around what products can (and cannot) enable have begun to change. Few are more alert to this unbolting of doors than Wes Bush. Who, having seen the unfolding of multiple SaaS successes, has come to believe that “truly great software companies are built to be product-led.”
A big part of inbound marketing is converting visitors into subscribers or leads. I decided to put together a pretty comprehensive guide on how I look at email capture when auditing or building a strategy, using a framework from journalism: the 5 W's (who, what, when, where, why - and how). It covers everything from deciding who you're targeting and with what offer, all the way to how you collect the information (what type of form or lead capture) and how to optimize/improve your approach when you get some data rolling in.
Inbound marketing is the practice of creating, managing and optimizing incoming traffic to a site from external sources and channels. Inbound marketing is typically made up of marketing tactics including search engine optimization, content marketing, influencer relations, social marketing and more. Inbound marketing differs from outbound marketing in that it focuses on getting in front of users through organic marketing efforts, where as outbound marketing is typically more traditional paid marketing such as search engine marketing, paid advertising and more.
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