The document outlines Dwight Schrute's 10 principles of inbound marketing: 1. Understand buyer personas to delight customers. 2. Inbound marketing can be effective for any company targeting any buyer persona. 3. Add value instead of competing on price alone. 4. The goal is to delight customers and make advocates, not just get more customers. 5. Be helpful to customers rather than trying manipulative marketing techniques.

1. The Top 10
Principles of
Inbound Marketing
explained by
Dwight Schrute
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2. BUYER PERSONA
In order to
delight your customer
you must first
fully understand them
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3. UNIVERSAL STRATEGY
Inbound Marketing
can be used
effectively for any
company, for any
product, and to any
buyer persona.
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4. If you don’t believe
you can beat
Walmart on price,
why do you choose to
continue your race to
the bottom?
ADDING VALUE
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5. The goal is not just to
get more customers,
it’s to delight them
and make advocates
that promote your
brand to the world.
ADVOCATES
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6. Maybe you will find
that trick that will out
smart the Google
search engines and
instantly get you #1
SEO
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7. A / B TESTING
100% of customers
will tell you what they
prefer when asked.
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8. Disrupting me via
ads, calls or emails
destroys trust and
makes you just
seem creepy
SPAM
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9. Be Genuine.
Letting people know
the real you
through your content
builds trust.
TRUST
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10. Inbound leads are
61% less expensive
than traditional
outbound leads.
COST
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11. Forget the
puppies and babies.
Enough with trying to
be cute or sexy.
Just be helpful.
BE HELPFUL
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12. THE END OF
INTERUPUTION MARKETING
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