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As consumers ourselves, we understand what it’s like to be marketed to. In the past, you may recall that the most common marketing tactics were advertisements, cold calls, and unsolicited mail from purchased lists. Yet, this “outbound” method didn’t guarantee that consumers actually engaged.

Inbound marketing has flipped the script. Today, marketers have adopted a much more helpful and engaging method of reaching potential customers by surfacing the content they crave. Running a successful marketing machine is no longer about the quantity, but the quality of leads—and inbound marketing, paired with marketing automation, is the most efficient way to get there.

In this eBook, we explore the basics of an inbound marketing strategy, the difference between the outbound tactics of long ago and the winning inbound campaigns of today, and how marketing automation makes your job easier through set-it- and-forget-it nurturing.