In this episode, we take a deep dive into inbound marketing, the first “box” in our 6 Box Model. We explore how SMEs can attract and qualify leads in a way that builds relationships rather than scares prospects off. From lead magnets and scorecards to CRM automation and lead scoring, we discuss how to make inbound a structured, disciplined process that fits with today’s buyer behaviour.
We also look at how the landscape has changed. With AI tools now answering many top-of-funnel questions instantly, we explain why inbound content needs to evolve, moving beyond e-books towards interactive tools, templates, and scorecards that deliver immediate value. We share practical examples of how we use these approaches ourselves, the pitfalls to avoid, and how to ensure inbound integrates properly with sales and outbound activities.
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Key Topics Discussed:
- Why inbound is more than just a marketing buzzword, it’s about attracting the right people into your ecosystem.
- The role of lead magnets, scorecards, and gated content in building engagement.
- How to distinguish between a lead, an MQL (Marketing Qualified Lead), and an SQL (Sales Qualified Lead).
- Why you shouldn’t treat every download as a buying signal.
- How AI and changing search behaviour are reshaping inbound strategy.
- The importance of content quality, consistency, and alignment with your ideal customer profile (ICP).
Who Is This Episode For:
This episode is for SME owners, directors, and marketing leaders who want to improve how they generate and qualify leads. It’s also valuable for sales professionals seeking to understand where inbound fits into the wider growth engine, and how to avoid wasted effort chasing the wrong kind of contact.
Quotes to Remember
“The fact someone has filled in a form doesn’t mean they want you to ring them.”
“Busyness is not the same as progress; inbound needs structure and scoring.”
“You need to be honest about whether inbound is really where your market is looking.”
Actionable Takeaways:
- Define your buyer personas and customer profiles before creating inbound content.
- Use interactive tools like scorecards to give value and capture richer data.
- Keep forms simple at first, and use progressive profiling over time.
- Put UTM tracking in place so you know where leads are really coming from.
- Build lead scoring into your CRM to separate casual downloaders from engaged prospects.
- Don’t assume inbound will deliver the same for every business; invest proportionately to your market.
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