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Inbound

via Hubspot Academy

Overview

Learn the inbound methodology and the flywheel as a core part of any inbound business
  • Explore the foundations of inbound
  • Learn the inbound methodology and the flywheel as a core part of any inbound business
  • Start your path with inbound

Syllabus

  • Understanding the Fundamentals of Inbound
    • Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust. As technology shifts, inbound guides a company to do business in a human and helpful way.The inbound approach to doing business is more human and customer-centered. Learn about why this shift has happened, how buying behaviors are evolving, and the fundamentals of an inbound business.
  • Growing Your Business With a Flywheel Model
    • It's easy to visualize your business as a funnel because any time you look at a graph representing a conversion process, the chart itself is shaped like a funnel. A flywheel is a machine that stores rotational energy. When you add energy to a flywheel, it starts to spin. If you add more energy to it, it spins faster. And unlike a funnel, where the only way to maintain a constant speed is to keep adding more to it, the flywheel will continue spinning. From a business perspective, the rotation of the flywheel represents the growth of your business. Happy customers provide the energy that fuels that growth. Everything you do should be done with the goal of creating customers who will add positive energy to the flywheel and accelerate your company’s growth.
  • Creating a Company Purpose
    • Why was your company founded? What mission was it created to fulfill? It’s an important thing to know, especially if you want to implement an inbound strategy. Inbound is all about making your company easy to find for the people who need your help. But before you can do that, you need to understand the job your company was founded to do.
  • Setting Business Goals
    • No matter the size of your business, you have the opportunity to align everyone behind a set of shared goals or visions that everyone is working toward. To take that first step, together, down a targeted path that will take you where you need to be, you need shared business goals to create a sense of accountability and a basis for transparency across teams.
  • Creating Buyer Personas
    • If you want your company to grow better, you need a deep understanding of your ideal customer. To get there, we recommend creating a buyer persona. A buyer persona is a semi-fictional representation of your ideal buyer based on data, interviews, and some educated guesses. It’s essentially a definition of your ideal buyer presented in a way that sounds like it’s talking about a specific person. This makes it easy for your team to remember your persona and keep them in the front of their minds.
  • Developing the Buyer’s Journey for Your Business
    • The buyer’s journey is the active research process someone goes through leading up to a purchase. It's a fundamental part of an inbound strategy because it’s a framework you can use to understand your buyer’s needs and provide the information they need to reach their goals.
  • Inbound Certification Next Steps
    • We'd love to hear your feedback on the Inbound Certification Track!

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