A look at inbound marketing from the buyer's perspective and behind-the-scenes in awareness, consideration, and decision stages.

1. THE INBOUND JOURNEY:
YOUR BUYER’S PERSPECTIVE

2. AFH bathroom tissue converting with embossing
blog
Top 10
Q&As
white-
paper
tip
sheet
eBook
step-
by-step
guide
You’ve created materials that answer this and
many other questions buyers want/need to ask
before making a decision, and you’ve made
them available on your website.
THE INBOUND JOURNEY: AWARENESS STAGE>>
The Marketer's Journey What’s Happening Behind The Scenes
We’re looking at a new
bathroom product for the
Away From Home market;
I wonder who can
accommodate us…

3. Hey - just what I was
looking for!
How did he find that post? Your site came up
very high (maybe first) on the search engine
results page because it has keywords in it that
align with his search (“Choosing the right
converting and embossing equipment”), and of
course because it was designed to answer one of
the most common questions your buyer has.
In searching for information, he found a blog post
you wrote that answers his question and provides
additional information he finds useful.
THE INBOUND JOURNEY: AWARENESS STAGE>>
What’s Happening Behind The Scenes
OUR BLOG
Choosing the right
tissue converting
machinery
The Marketer's Journey

4. When he clicks on that CTA, he’ll be taken to
what’s called a landing page. A landing page
contains a description of the Q&A sheet, a
picture of it, and a form to fill out in order to
get his download.
At the bottom of the blog post is a Call-To-Action (CTA)
that tells him, “If you’re interested in tissue converting with
embossing machinery, you need to read this, too” and
shows a free Q&A sheet called “Top 10 Tissue
Converting Machinery Q&As.”
0
0DOWNLOAD
NOW!
Fill out form
Top 10
Q&As
THE INBOUND JOURNEY: AWARENESS STAGE>>
What’s Happening Behind The ScenesThe Marketer's Journey
OUR BLOG
Choosing the Right Tissue
Converting Machinery
Download our
FREE Top 10
Q&As sheet!

5. Another way he may have found your blog post is on
LinkedIn, or on another social media platform, where you
posted an update that read, “Looking for converting and
embossing machinery? Read this post to learn how to
choose the best” and includes a link to the landing page.
Just like with the CTA at the bottom of the
blog post, when he clicks on it, he goes to
that same landing page.
THE INBOUND JOURNEY: AWARENESS STAGE>>
What’s Happening Behind The ScenesThe Marketer's Journey
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0DOWNLOAD
NOW!
Fill out form
Top 10
Q&As

6. 0
0DOWNLOADNOW!
decision
He's interested in reading it, so he fills out
the form to download the content.
When he first downloads content, you’ll want
to ask questions like:
• Name
• Email
• Area of interest (where they’ll be a
dropdown of options that help you
determine his specific interests/needs)
Now you have a lead with contact
information in your system – and you can
begin sending hime additional related
content you’ve created (via email)!
Fill out form
Top 10
Lipo
Q&As
THE INBOUND JOURNEY: AWARENESS STAGE>>
What’s Happening Behind The ScenesThe Marketer's Journey
0
0DOWNLOAD
NOW!
Fill out form
Top 10
Q&As

7. decisiondecision
Now you use his contact information – and what you
know about the topics he’s interested in – to send him
an email presenting him with another content offer,
another CTA to click on and, when he clicks on it,
another landing page for that second content offer.
Every visitor is different and has unique needs, so the
content offers that are sent to each differs, too.
Lead interested in Tissue Converting
- Gets an email offering “How to Choose the Right
Converting and Embossing Machinery” article
- 2 weeks later gets email offering “Step-by-Step Guide to
Intelligent AFH Embossing & Laminating Decisions
- 3 weeks after that gets an email offering,“What Capabilities
Your Converting & Embossing Machinery Should Have”
guide
You will have created “sets” of content and associated
workflows (a workflow shows what content offers will be
automatically sent to leads when, with timing between
specified). Each set and workflow is designed to expand
the lead’s knowledge of their topic of interest. For
example:
THE INBOUND JOURNEY: CONSIDERATION STAGE>>
What’s Happening Behind The ScenesThe Marketer's Journey

8. blog
posts
article
tip
sheet
how-to
booklet
step-
by-step
guide
decision
Now it’s time to offer him “something he can’t refuse” –
something that helps him make his decision. Once he’s
downloaded much of the content you have to offer on
converting & embossing, it’s time to send him an offer of a free
consultation, current machinery assessment…something that
makes him say, “Well, this is the incentive I needed to call
them today!”
Q&As
You’ve been sending him content offers related to his
interest in cobranding. Each one gives him more detail,
more assistance, more useful information. You’ve got him
thinking of you and what you’ve demonstrated about
your expertise each time he thinks about his project.
You’ve built his confidence in your business and brand.
What’s Happening Behind The Scenes
THE INBOUND JOURNEY: DECISION STAGE>>
The Marketer's Journey
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0
Free Consultation

9. The marketer’s process:
• He researched potential solutions on Google
• He identified a pool of potential manufacturers that included you
• He learned more about your business and philosophy/methods; he also learned a lot about the
process of tissue converting, and now he feels fully informed to make a good decision
• He was given what he needed to determine if you are the right one to partner with
THE INBOUND JOURNEY: DECISION STAGE>>
The Marketer's Journey
You’ve helped me!