HubSpot Inbound Marketing Flashcards

All 23 terms

Inbound marketing

Attracting customers by creating helpful content and experiences tailored to them, rather than interrupting them with ads.

Outbound marketing

Pushing a message to a broad audience through interruptive channels such as cold ads; the opposite of inbound.

Inbound methodology

HubSpot's three-stage model of attract, engage and delight.

Attract

The methodology stage of drawing the right people in with valuable content and conversations.

Engage

The methodology stage of presenting insights and solutions that fit a prospect's goals.

Delight

The methodology stage of supporting customers so they succeed and recommend you.

Flywheel

HubSpot's growth model where delighted customers fuel new growth; it replaces the linear funnel.

Funnel

A linear model of marketing and sales stages that treats customers as the end point, which the flywheel updates.

Buyer's journey

The process a buyer goes through across three stages: awareness, consideration and decision.

Awareness stage

The buyer realises they have a problem and is researching and naming it.

Consideration stage

The buyer has defined the problem and is comparing possible approaches or solutions.

Decision stage

The buyer is choosing a specific solution, product or provider.

Buyer persona

A semi-fictional profile of an ideal customer used to guide content and targeting.

Content marketing

Creating and sharing valuable content to attract and retain a clearly defined audience.

Owned media

Channels a business controls, such as its website, blog and email list.

Earned media

Exposure a business earns rather than pays for, such as coverage, shares and word of mouth.

Paid media

Channels a business pays to use, such as advertising.

SEO (search engine optimisation)

Improving content and a site so it ranks higher in search results and gets found.

Customer segmentation

Dividing an audience into groups with shared traits or behaviour to target them better.

Marketing attribution

Assigning credit to the touchpoints that contributed to a conversion.

Marketing automation

Using software to run repetitive marketing tasks, such as email sequences, at scale.

Lead nurturing

Building relationships with prospects over time with relevant content until they are ready to buy.

Conversion

A desired action a visitor takes, such as filling in a form, subscribing or buying.