What is inbound marketing?

With the inbound marketing methodology, companies provide customers with interesting, relevant and helpful content in order to draw attention to the company on the one hand and offer individual customer experiences on the other. The aim of inbound marketing is to generate leads.

In contrast to outbound marketing, where customers are shown unsolicited content that may not be needed or wanted, with inbound marketing the customer searches for a solution to a specific problem themselves and thus actively comes across the company.

Inbound marketing is mainly used online, as customers often do their research on the internet. It is also often equated with content marketing, which is, however, only a sub-area of inbound marketing.