Inbound Marketing Hub | Sanctuary

THE SANCTUARY Inbound Methodology

A holistic approach to attract, engage, and delight customers across the entire customer journey.

Sanctuary is an Inbound Digital Marketing Agency. We increase revenue to grow organizations. Inbound is a holistic approach that utilizes digital marketing strategies, tactics, data and tools to deliver solutions to attract, engage and delight customers across the entire customer journey.

As your inbound marketing experts, we’ve put together this hub of inbound information and resources to help you take your business growth strategy to the next level.

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An Overview of Inbound Marketing

Inbound marketing 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 attracts customers by forming valuable connections they are looking for that solve problems they already have. Inbound centers around the notion that when your customers succeed, your business succeeds.

The inbound methodology is applied in three ways: customer attraction, customer engagement and customer delight. These three phases make up what’s called the flywheel, and the inbound methodology is a strong foundation for powering momentum within your flywheel.

At Sanctuary, we create powerful inbound strategies that consider every phase of your customer journey, or the path that your customers take from initial attraction to purchase. Keep reading to learn more about the flywheel, the customer journey, the role that HubSpot plays in inbound marketing, and why you should invest in this popular approach to modern digital marketing.

FEATURED RESOURCE
White Paper: Inbound Marketing 101

This white paper breaks down the components of inbound marketing and helps you develop processes and methodologies to apply to your brand strategy. When you’re done, you’ll be able to confidently scale and grow your customer base with the knowledge you take away from this guide.

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Why Invest in Inbound?

When you invest in digital strategies tailored toward your key audiences, your marketing tactics become more helpful and meaningful to prospective customers rather than just noise they want to block out. An investment in inbound is an investment in your customers and your business.

These stats illustrate just how effective inbound marketing is:

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Inbound Leads Are Less Expensive:
Inbound leads acquired after five months of consistent inbound marketing are 80% less expensive than outbound leads.

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Inbound Costs Less Than Outbound:
Inbound marketing costs $14 less than traditional marketing for each newly acquired customer.

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Inbound Generates More Leads:
Content marketing can save you up to 62% more and bring three times more leads compared to traditional marketing.

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FEATURED TOOL
Digital Marketing Scorecard

Will your digital marketing strategy return the revenue growth you need?

You can’t afford not to invest in inbound marketing. Discover the opportunity cost you’re missing with this 10-question Inbound Marketing Scorecard for your business.

The Flywheel Model

The flywheel drives business growth and customer delight.

The inbound methodology serves as a strong foundation for your flywheel. The flywheel is a model adapted by HubSpot to explain the momentum you gain when you align your entire organization around delivering a remarkable customer experience. It's remarkable at storing and releasing energy — and it turns out that’s pretty important when thinking about your business strategy.

Attract
In the attract phase, you attract visitors with useful content and remove barriers as they try to learn about your company.

Engage
In the engage phase, you make it easier to shop and buy from you by enabling customers to engage with you on their preferred timelines and channels.

Delight
In the delight phase, you help, support and empower customers to reach their goals. Remember, customer success is your success.

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FEATURED PODCAST
Ep. #74 – Accelerating Business Growth with the Inbound Flywheel Model

Ready to hear more about the Flywheel? Let’s dive in!

The Customer Journey

Have you ever wondered how social media, Google Ads, blogging or email play a part in the bigger path to your website and becoming a customer? Customer journey mapping is a great tool for keeping track of key customer milestones along the way that ultimately lead up to a partnership with your business. Once you have mapped the journeys of several customers from each of your key audiences, you can use that information to predict and plan future experiences.

Below is an example of just one unique customer journey out of thousands of different possibilities and combinations of tactics:

Your company starts advertising on Facebook and your social media manager targets people that are likely part of your key audience.

A prospective customer who meets targeting criteria sees the ad on Facebook and clicks on it, which leads them to your website.

Once on your site, the prospect decides to explore to find out who you are and heads to your company’s About page.

The About page contains a blog feature module with a post that catches the prospect’s eye, so they click on it.

At the end of the blog post, there is a call-to-action (CTA) to start a conversation, so the prospect clicks the link and fills out the online contact form.

Your sales team follows up with that lead and closes the deal, turning a prospect into a new customer.

Your new customer is so pleased with your product/service that they leave a review, prompting another prospect to make a purchase as well.

Buyer’s Journey vs. Customer Journey

While the buyer’s journey only focuses on the path from initial brand awareness to purchase/conversion, the customer journey encompasses the entire customer lifetime journey from initial awareness, to purchase, to repeat purchases and testimonials. When you focus on the customer journey and ways to attract, engage AND delight your customers, you put energy back into your flywheel and allow it to propel further business growth.

Buyer's Journey

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Customer Journey

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FEATURED BLOG POSTS

Utilizing GA4 for Enhanced Customer Journey Analysis

Utilizing GA4 for Enhanced Customer Journey Analysis

Google Analytics (GA4) is an advanced web analytics platform created by Google. If you’re new to the idea of using a tool to analyze data, the general purpose of the platform is to give marketers a better understanding of customer activity so they can improve on multiple horizons. Analytics is a vital tool for digital […]

Customer Journey Mapping for a More Customized Experience

Customer Journey Mapping for a More Customized Experience

In the days before digital technologies like the internet, selling was a very personal process. As a business owner or sales professional, you worked face to face with potential customers in an effort to convince them to make a purchase. Today, of course, most sales processes are digital and automated, so we as marketers are […]

Nurturing Customers Throughout the Buyer’s Journey

Nurturing Customers Throughout the Buyer’s Journey

At least half of the leads that actually come to your company are not remotely interested, or ready to buy. They’re just beginning to explore their options. In fact, a large percentage of buyers won’t be ready to commit for months after they contact you for the first time. It’s been said that more than […]

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Inbound with HubSpot

HubSpot is a customer platform that connects everything scaling companies need to deliver a best-in-class customer experience into one place. Its “crafted, not cobbled” solution helps teams grow with tools that are powerful alone, but better together.

Keeping your flywheel spinning effectively is a big job, but the inbound methodology and HubSpot’s Marketing Hub® have you covered. Marketing Hub® is an all-in-one, easy-to-use marketing automation software platform that helps you generate leads and automate marketing that drives growth.

FEATURED BLOG POSTS

Hubspot’s AI Features and Updates

Hubspot’s AI Features and Updates

HubSpot is marking significant strides in the evolution of digital marketing, sales, and customer service tools. With a slew of innovative updates and enhancements, HubSpot is setting a new standard for what businesses can expect from their CRM platform. Let’s work to quickly summarize the treasure trove of features that HubSpot has rolled out recently, […]

How to use The HubSpot WordPress Plugin – Features and FAQs

How to use The HubSpot WordPress Plugin – Features and FAQs

HubSpot is an all-in-one inbound marketing, sales, and service platform designed to help businesses attract, engage, and delight customers. It offers a full stack of software for marketing, sales, and customer service, with a completely free CRM at its core. What more could you want? Well, Hubspot has given us a lot more with its […]

Integrating HubSpot with Google Analytics

Integrating HubSpot with Google Analytics

For website owners and managers, Google Analytics is a must-have tool. The wealth of information available is simply too valuable to pass up, and as an added bonus, it’s easy to set up and use. While there are endless possible uses for the data that you will collect with Google Analytics, even using only the […]

Convince Your Boss

We understand that, as a Marketing Director or marketing professional, you have goals to meet and endless ideas to put into action, but not always the endless budget or team to help you achieve those goals. Our hope is that this “Convince Your Boss” letter template is a step toward getting you the support you need — and it can be our first team win as partners in marketing!

Schedule a Meeting

Schedule a meeting with our Director of Business Development to uncover opportunities for revenue growth with inbound marketing and HubSpot.