Foreword xiiiby Brian Halligan, CEO and Chairman, HubSpotPreface xxiOur Stories xxviiAcknowledgments xxxvIntroduction xxxviiChapter 1 Doing Business in the Twenty-First Century 1Change Happens Gradually, Then Suddenly 1Increased Competition from Everywhere 4Chapter 2 Buyer Expectations Have Changed 6Today's Customer Will Not Be Tomorrow's Customer 7Traditional Industries Are Not Immune to the Challenge 10Why the Inbound Organization Philosophy Is the Right Approach 11Chapter 3 The Building Blocks of an Inbound Organization 14The Disruptive Impact of Inbound 15Chapter 4 Inbound Assessment and the MSPOT 19Inbound Organization Assessment 19Creating an MSPOT 28Chapter 5 Start with Your Mission 33What Is Your WHY? 33Document Your Mission 35Chapter 6 Building a Culture That Reflects Inbound Values 40Trust, Transparency, and Accountability 42Putting People First 45Teams and Teamwork 47Chapter 7 Inbound Decision Making 51Inbound Decisions 53Use Good Judgment 56Chapter 8 Create an Inbound Operating System 58Creating Your Culture Code 59Open Communication Spaces and Tools 62Employee Feedback Mechanisms 64Regularly Scheduled and Structured Interactions 65Chapter 9 Find Inbound People 68Inbound Recruiting--The Candidate Experience 71How Do You Find the Right Employees for a People First Culture? 74Chapter 10 Cerasis--Culture Creating a Movement around a Mission 76Chapter 11 Inbound Strategies--Change from Selling to Helping People 84An Inbound Strategy Defined 87Be Honest with Yourself and Your Team 89Chapter 12 Inbound Strategies Are Engagement Focused 92Connecting Emotionally 93Delivering the Right Help at the Right Time 95Try Before You Buy 96Chapter 13 Inbound Strategies Are Persona Based 99Buying Insight 101How Target Markets Are Different than Demographics 105Chapter 14 Politics, Personas, and Inbound 110Chapter 15 Inbound Strategies Match the Buyer's Journey 115Awareness 118Consideration 120Decision 122Success 123Chapter 16 Centralized View of the Customer 126Warning 128How to Build a Centralized View of the Customer 128Chapter 17 My Car Dealer, No Help at All 131Chapter 18 Inbound Marketing Is a Strategic Imperative 136Why Inbound Organizations Must Be Great at Producing and Publishing Content 137What Is the Source of Great Content? 137What Are the Most Important Types of Content to Produce? 139The Secret of a Successful Inbound Marketing and Content Strategy 141What You Get from Inbound Marketing and Content 144Chapter 19 Bell Performance--Content Attracting, Engaging, and Helping an Audience 146Chapter 20 Inbound Selling 152Developing an Inbound Sales Process 156Personalize the Entire Sales Experience 160Chapter 21 Yokel Local's Strange Trip to Becoming a HubSpot Agency Partner 162Chapter 22 SMarketing 167Implementing SMarketing 170Set Common Goals with a Service Level Agreement 171Chapter 23 Tube Form Solutions--Aligning the Sales Team with Buyers 175Chapter 24 Inbound Service 184Defining the Customer Journey 186How Do You Build the Ideal Customer Journey? 189What Buyers Expect from Inbound Service 190Chapter 25 Measuring the Health of Your Relationships 192Health Check as a Best Practice 193Service Alignment with Marketing and Sales 195Chapter 26 Inbound Back Office 197Do Finance and Accounting Help Your Customer's Experience? 198Finance's Role Moving Forward 201Inbound Value on the Balance Sheet 201Inbound Legal 203Inbound IT 205Chapter 27 Inbound Ecosystems 208The Ideas behind an Inbound Ecosystem 210Chapter 28 The Inbound Organization in 10 Years 214Technology Will Drive Marketing and Sales Personalization 216The Inbound Organization in 10 Years 218Adopt Inbound 220Notes 223Index 237