--- title: How to prepare your marketing team to use inbound marketing description: Inbound marketing marketing works only when your whole team is on board. Here we explain how to make that happen. image: https://blog.gclb2b.com/hubfs/Inbound-Marketing.jpg --- [![](https://gclb2b.com/app/uploads/2020/07/GCL-main-logo-white.png)](https://gclb2b.com) - [About Us](https://gclb2b.com/about-us/) - [Our Services](https://gclb2b.com/our-services/) - [B2B Telemarketing](https://gclb2b.com/our-services/b2b-telemarketing/) - [Lead Generation and Appointment Setting](https://gclb2b.com/our-services/b2b-telemarketing/appointment-setting/) - [Channel Development](https://gclb2b.com/our-services/b2b-telemarketing/channel-development/) - [Event Support](https://gclb2b.com/our-services/b2b-telemarketing/event-support/) - [Inbound Call Handling](https://gclb2b.com/our-services/b2b-telemarketing/inbound-call-handling/) - [International Telemarketing](https://gclb2b.com/our-services/b2b-telemarketing/international-telemarketing/) - [Webinar Support](https://gclb2b.com/our-services/b2b-telemarketing/webinar-support/) - [Lead Nurture](https://gclb2b.com/our-services/b2b-telemarketing/lead-nurture/) - 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[Data Cleansing](https://gclb2b.com/our-services/data-services/data-cleansing/) - [Data Enrichment](https://gclb2b.com/our-services/data-services/data-enrichment/) - [Data Analysis and Transformation](https://gclb2b.com/our-services/data-services/data-analysis/) - [Data Sourcing](https://gclb2b.com/our-services/data-services/data-sourcing/) - [Database Building](https://gclb2b.com/our-services/data-services/database-building/) - [Opt-In Databases](https://gclb2b.com/our-services/data-services/opt-in-databases/) - [Total Addressable Market](https://gclb2b.com/our-services/data-services/total-addressable-market/) - [Market Research](https://gclb2b.com/our-services/market-research/) - [Prospect Profiling](https://gclb2b.com/our-services/market-research/prospect-profiling/) - [Sales & Marketing Consultancy](https://gclb2b.com/our-services/sales-marketing-consultancy/) - [News](https://blog.gclb2b.com/blog) - [Resources](https://gclb2b.com/resources/) - [Careers](https://gclb2b.com/careers/) - 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[Marketing Data](http://www.gcldirect.com/not-the-lead-generation-service/marketing-data/) - [Data Cleansing](http://www.gcldirect.com/lead-generation-services/marketing-data/data-cleansing/) - [Data Management](http://www.gcldirect.com/lead-generation-services/marketing-data/data-management/) - [Data Enrichment](http://www.gcldirect.com/lead-generation-services/marketing-data/data-enrichment/) - [Channel Mapping](http://www.gcldirect.com/lead-generation-services/marketing-data/channel-mapping/) - [Opt-in Databases](http://www.gcldirect.com/lead-generation-services/marketing-data/opt-in-databases/) - [Data Sourcing](http://www.gcldirect.com/lead-generation-services/marketing-data/data-sourcing/) - [Prospect Profiling](http://www.gcldirect.com/lead-generation-services/marketing-data/prospect-profiling/) - [Market Research](http://www.gcldirect.com/lead-generation-services/marketing-data/market-research/) - [Database Building](http://www.gcldirect.com/lead-generation-services/marketing-data/database-building/) - 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[Resources](http://www.gcldirect.com/resources/) - [Careers](http://www.gcldirect.com/careers) - [Latest Careers](http://www.gcldirect.com/careers/latest-careers/) - [Blog](https://blog.gclb2b.com/blog) - [Contact](http://www.gcldirect.com/contact/) [![CALL US NOW](https://no-cache.hubspot.com/cta/default/1604661/1f41ec7a-7629-4e9f-a478-c72e3048233c.png)](https://cta-redirect.hubspot.com/cta/redirect/1604661/1f41ec7a-7629-4e9f-a478-c72e3048233c) ### Welcome To Our Blog # How to prepare your marketing team to use inbound marketing [James Crowder](https://blog.gclb2b.com/blog/author/james-crowder) | 16 August 2016 Share:   - [Tweet](https://twitter.com/share) ![Inbound-Marketing.jpg](https://blog.gclb2b.com/hs-fs/hubfs/Inbound-Marketing.jpg?width=500&name=Inbound-Marketing.jpg "Inbound-Marketing.jpg") The success of any marketing campaign – even one that uses automation – depends on the carefully coordinated activities of people who believe in what they are doing. Without that conviction, their efforts will lack both the drive and focus needed to achieve their common goals, and their campaigns will flop in the fashion of so many who have failed to grasp inbound. We see it time and time again: new inbound practitioners failing because they have learnt the basics of implementation but not the logic that guides sound strategy. To make inbound work for your business, your people need to know the ‘why’ as well as the ‘how’. Think of your team’s knowledge in terms of these four areas:       Skills       Values       Processes       Objectives These six steps will make sure that your team has them. ****Get everyone certified**** First, the basics. Make sure that your whole team is certified in [inbound marketing](http://www.gcldirect.com/services/inbound-marketing). You don’t need to have HubSpot to take advantage of their inbound marketing certification, as it’s free. This will give your team a solid grounding in the inbound methodology and put everyone on the same page. If you are going to use the Hubspot platform, you will also want to have some of your people do the HubSpot certification, a course that goes deeper into the nitty gritty of HubSpot processes. **Encourage a shift in approach  ** One of the biggest problems that businesses have when adopting inbound is the shift in approach. [Inbound marketing](http://www.gcldirect.com/services/inbound-marketing) is not about your product – it’s about your customers and their challenges. If this idea causes confusion, make sure that your team really understands the buyer’s journey. Your product should only feature prominently in your messaging and content right at the very end of their journey, when your customers start to compare the different solutions. You’re playing the long game now. ### **Explain your new website layout** Unless your website was designed with inbound in mind, your site will need to be overhauled before it can be used for effective lead generation. [HubSpot’s blog](http://blog.hubspot.com/marketing/anatomy-web-design#sm.0001wzzaytyeuejftoo1bvq3am2e2) on web design can give you an idea of what a great website looks like. User experience is a big part of their winning formula – a point of focus that will make perfect sense to your team if they have grasped the importance of putting their customers at the center of everything they do. ### **Develop and refine your processes** To ensure consistency in your operations and make the training of new staff smoother, you need to have solid processes in place. Design them around these three things:       Your buyer journeys       Your team structure       Your automation software From strategy development to analysis and reporting, everything your team does should be guided by processes designed around these elements. Get these down, and you’ll achieve a system that can scale up easily when the opportunities present themselves. ### **Create a culture for inbound** For people to do something properly, they must want to do it. That’s why it’s so important that you instill the right values in your team. If, up until now, you have only practiced traditional marketing, you’re going to have to teach your marketing and sales teams the principles of delayed gratification ([inbound marketing](http://www.gcldirect.com/services/inbound-marketing) takes time) and instill values that encourage good communication and transparency. If your team never had to rely on or use analytics in the past, you are going to have to emphasise and demonstrate the value it can bring to your campaigns. Show them how data can drive efficiency in both sales and marketing, and they will learn to love metrics. ### **Set SMART goals and incentivise** In addition to your team’s common goals, your team members need to be given individual goals to shoot for. Like your larger goals, these should be [SMART](link%20to%20http://blog.hubspot.com/blog/tabid/6307/bid/33898/How-to-Set-SMART-Marketing-Goals-for-2013-TEMPLATE.aspx#sm.0001wzzaytyeuejftoo1bvq3am2e2) and should include key performance indicators that will give your team a means of assessing their achievements. Make sure to include your staff in the goal-setting process and then incentivise them so that they have a reason to go the extra mile. And if goals and KPI’s change mid campaign, make sure that your team is still rewarded for the hard work they’ve already put in. **You don’t have to do it alone** It takes some time for [inbound marketing](http://www.gcldirect.com/services/inbound-marketing) to start delivering results. If you cannot dedicate resources to an [inbound marketing strategy](http://www.gcldirect.com/services/inbound-marketing), which won’t generate any revenue for at least three or four months, you might want to enlist the help of an inbound marketing agency. Such a company will already have the tried and tested processes in place and can deliver results faster. To learn more about how we use inbound to generate greater ROI for our clients, download our inbound marketing guide.  [![New Call-to-action](https://no-cache.hubspot.com/cta/default/1604661/cd2bf253-6328-4555-9615-941865bfe45a.png)](https://cta-redirect.hubspot.com/cta/redirect/1604661/cd2bf253-6328-4555-9615-941865bfe45a) Image Credit:http://inboundauthority.com ### Categories - [Account Based Marketing (18)](https://blog.gclb2b.com/blog/topic/account-based-marketing) - [ai crm (1)](https://blog.gclb2b.com/blog/topic/ai-crm) - [Appointment Setting (12)](https://blog.gclb2b.com/blog/topic/appointment-setting) - [B2B Appointment Setting (18)](https://blog.gclb2b.com/blog/topic/b2b-appointment-setting) - [B2B Data (19)](https://blog.gclb2b.com/blog/topic/b2b-data) ### RESOURCES ![GCL_-_Workbook_Front_Cover_no_text.png](https://blog.gclb2b.com/hs-fs/hubfs/GCL_Resources_How-to-convert-MQLS-into-SQLS-300x214.jpeg?width=358&height=377&name=GCL_Resources_How-to-convert-MQLS-into-SQLS-300x214.jpeg) [How To Convert MQLs Into SQLs](https://landing.gcldirect.com/how-to-turn-an-mql-into-an-sql) ![GCL_-_Workbook_Front_Cover_no_text.png](https://blog.gclb2b.com/hs-fs/hubfs/GCL_Resources_How-to-create-a-winning-b2b-sales-pitch-300x214.jpeg?width=358&height=377&name=GCL_Resources_How-to-create-a-winning-b2b-sales-pitch-300x214.jpeg) [How To Create A Winning B2B Sales Pitch](https://landing.gcldirect.com/your-guide-to-winning-more-sales-pitches) ![GCL_-_Workbook_Front_Cover_no_text.png](https://blog.gclb2b.com/hs-fs/hubfs/GCL_Resources_The-guide-to-holistic-lead-generation-300x214.jpeg?width=358&height=377&name=GCL_Resources_The-guide-to-holistic-lead-generation-300x214.jpeg) [The Guide To Holistic Lead Generation](https://landing.gcldirect.com/the-guide-to-holistic-lead-generation) #### Subscribe To Our Resources Simply enter your email address to receive  alerts of new resources **![](https://blog.gclb2b.com/hs-fs/hubfs/layout/logo.png?width=113&name=logo.png)**   **HEAD OFFICE** 2nd Floor, Charter House, 52 Charlotte Street, Birmingham. 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