Learn about inbound marketing techniques and develop an understanding of the core tactics of inbound marketing.

Learn more about the Inbound Marketing Certification course and the topics it covers.

Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don't always want, inbound marketing forms connections they are looking for and solves problems they already have. Learn how easy it can be to adopt this customer-centric mindset so you can grow and scale your marketing.

Do you know who your ideal customer is? Do you know how to find out who your ideal customer is? Studies show that 60-70% of content created by marketing departments sits unused. To ensure you're creating the content your target audience needs, you need to create an accurate buyer persona. In this lesson, we'll discuss what buyer personas are comprised of, how to conduct research to create your buyer persona, and HubSpot tools that make this process easier.

Designing engaging content begins with understanding your buyer's path to purchase. That's why mapping their buyer's journey is crucial to developing impactful content for your inbound marketing efforts. In this lesson, you'll learn how to define your buyer's journey, brainstorm content for each stage of their buyer's journey, develop impactful content that initiates buyers to take action, and develop a content creation framework.

Distribution plays a huge role in your content's success. In this lesson, you'll learn how to evaluate your content distribution options, set a content distribution goal, identify where your target audience consumes content, and test new distribution channels.

Marketers are expected to be everywhere with just the right message at the right time, but how can this be done effectively? In this lesson, you will learn how to utilize behavioral marketing and customer segmentation to streamline your inbound marketing.

Marketers have more channels where they can engage with customers than ever before. Because the buyer's journey is far from linear, consumers engage with brands through multiple touch points before they ever make a purchase. As a result, marketers need to be experts in understanding which channels are successfully generating leads, converting customers, and why. They need to accurately predict the impact of increased or decreased spend on these channels in order to execute a good marketing strategy. In this lesson, learn how to use marketing attribution to report on what your business is doing well, and to predict areas where you can see future success in your marketing strategy.

Automation and artificial intelligence are essential for growing and scaling your business. In this lesson, you will learn about the benefits of marketing automation and artificial intelligence, and some best practices for implementing them in your internal and customer-facing processes.

Learn what to do after completing the Inbound Marketing Certification Course content.

Jorie Munroe, Christine Lee and Kara Susvilla

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