What is inbound marketing?

Inbound marketing is a marketing methodology that is designed to draw visitors and potential customers in, rather than outwardly pushing a brand, product or service/product onto prospects in the hope of generating leads or customers.

Why is inbound marketing best suited for an IT company?

An IT company provides software service/product/products to other companies and also to people from different domains. The software service/product/product that you provide requires targeted audience like companies and technical users.

Rather than pushing your market strategy to reach the customers, you need to employ the pull strategy where the customers who are in need of your service/product/product contact you. This can only be possible with the help of inbound strategy or digital marketing which will ensure that your service/product or product reaches to the audience who require it.

As per McKinsey, if a software company grows at only 20%, it has 92% chance of ceasing to exist within a few years.

So the 5 signs that show why IT companies need to adopt inbound marketing are:

Targeted Audience: If you feel that your marketing strategy involves a lot of manpower to promote the product to the customers then you need to shift to inbound marketing which does not require much manpower and targets the right customers.

Detail explanation of the features of the product: An engaging content is very important to convert the prospective customer into a sale. In inbound marketing, you have the advantage of interacting with your customers through video clips, audio, and blogs with rich content.

Scope to create trust in the product by way of interacting: Inbound marketing gives you the advantage of providing a virtual demo of your product. The customer will be able to understand the various aspects of the product and this builds trust towards the company.

Flexibility: Changing your content according to the needs of the customers is essential for a successful marketing strategy. In other forms of marketing it incurs a lot of costs but with inbound marketing, you can modify the content without incurring much cost.

Tracking: Understanding what kind of customers need your service/product is essential for the growth of the company. You can modify the service/product accordingly to suit those customers.


Adopting the right kind of marketing is the main key to your IT company failing or thriving. And inbound marketing is an effective way to drive the right traffic to your website, convert leads into customers and further turning them into brand advocates. Inbound marketing helps to connect with the right people and in the right manner at the right time. It also helps you to demonstrate your knowledge and be an industry leader, answers and finds solutions to your target audience’s questions. 

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