The vast majority of your market is not looking to buy your product or service today.
Or tomorrow, for that matter.
A small percentage is actively looking.
Inbound marketing brings these people to you.
The result is more sales enquires and sales.
Inbound marketers share information with prospective customers via digital marketing, in creative, interesting ways.
The information needs to be helpful and informative.
The problem is that many enterprises do not wish to share their knowledge.
“We have never done this before!” they exclaim.
“Why should we give away what we know for free?” they ask.
The counter-argument is that their competitors are already out there doing it.
Sharing knowledge sure beats asking strangers if they would like to buy from you (I know, as I used to do this for Rank Xerox when I was a young salesperson).
Besides, I have found that the more I share, the more I have to learn.
Here is an entry within The Marketing Compass Encyclopedia regarding inbound marketing.