4 reasons technology companies are choosing inbound marketing

Written by
Lucille Moreton

 1. Inbound marketing is a holistic digital marketing approach.

Digital marketing has numerous touchpoints - blogs, websites, PPC, social media and videos. Individually, each platform can produce okay results, but when they're combined, the marketing results are beautiful. Inbound marketing brings your digital elements together into a cohesive strategy designed to generate leads and convert leads into customers. Find out how inbound marketing works. 

2. Inbound marketing was pioneered by a software company 

The inbound marketing method was pretty much coined by HubSpot. The beauty of inbound marketing being pioneered by a software company is that they truly understand the pain points experienced by technology companies. After all, they are a technology company. The challenges and obstacles faced by HubSpot (the thought leaders in inbound marketing) are the same challenges and obstacles faced by your technology company. 


The ubiquity of inbound marketing can largely be attributed to Brian Halligan and Dharmesh Shah. As the founders of HubSpot - one of the biggest software companies in the world (NYSE: HUBS) - they married technology to marketing, and the two concepts remain permanently joined. It's a union that's changed the future of Martech forever.

Brian Halligan & Dharmesh Shah are the co-founders of HubSpot. While attending business school at MIT, they came to the realization that the world needed a better way of marketing and selling. They defined inbound marketing as a much better way for companies to attract visitors, leads and customers and launched HubSpot in 2006. - HubSpot

3. Inbound marketing is agile and constantly evolving

The tech industry is all about the latest and greatest innovation. What was considered world-class in the tech world for 20 years is now museum-worthy. In a market that changes so rapidly, tech companies need marketing that keeps up with their brand and evolves continuously. While the inbound marketing philosophy is fairly solid, the methodologies allow for enough agility to mould to the needs of the company implementing inbound marketing.

Inbound marketing allows you to be as flexible in your marketing as a yoga teacher. With traditional advertising, once a campaign has been decided upon, and the direction set, it's very difficult to make changes and optimise the campaign based on feedback. Because such an enormous amount of work is required to get traditional marketing (billboards, TV, print media, static websites, radio spots) off the ground, changing course can be an incredibly difficult, time-consuming process.

Inbound marketing, being online and providing consistent marketing data, allows for constant analysis and optimisation. If campaigns don't work, changing the direction and messaging of the campaign takes only a few hours or days of work, instead of weeks or months. The marketing data is instant (with everything being online) and course correction is easy.

4. Inbound marketing integrates the online world and the real world

For a tech company, it's important to know how digital experiences relate to people in the physical world. After all, isn't that what technology is all about? With the increasing digital connectedness between people, inbound marketing uses that digital connection to reach the right leads online and foster real-world meetings and discussions.

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