Your website is getting visitors.
Campaigns drive traffic, social media generates engagement, and the newsletter goes out every month.
Then comes the important question: How many of those people asked you for a quote?
In most of the companies we encounter, there is a wide gap between the two, and the reason rarely has to do with traffic volume.
It lies in the gap between the first visit and the moment when someone feels ready to write to you.
Inbound marketing builds exactly that journey: content that answers real questions, a relationship that grows over time, and a prospect who comes to you already informed.
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Someone who finds you today has already read five pieces of content before yours. They compare, check, ask a chatbot, go back to the site, and find out who you are.
By the time he finally fills out a form, he has already decided almost everything.
In companies where this path remains unaddressed, three distinct things happen:
Inbound marketing brings these three elements together:
There are times when this job pays better than others. These are the most common among the projects we handle.
In all these cases, the process starts from the same place: understanding who the decision-maker is and what questions they ask themselves before choosing you.
Every project follows the four phases of the FARO method. You’ll find the same sequence across all services, because it’s this sequence that makes the results comparable over time.
Analysis of the buyer persona and the journey they take before making a purchase, as well as listening to the people in the company who speak with customers every day.
By the end of this phase, you’ll have a written description of who we’re talking to, what promise we’re making, and what metrics we’ll use.
The plan: what content is needed, in what order, on which channels, with which conversion paths, and which automations.
This is also where we decide what your team will handle and what you’ll entrust to us.
Implementation —content, landing pages, emails, automated workflows, CRM integration—with a single project manager and scheduled reviews.
Monthly review of the leads generated, addressing what isn’t performing as well, and expanding on what is performing best.
This is the phase that keeps the process going throughout all twelve months.
Inbound marketing services include six related activities:
Each project implements them in accordance with the stated objectives.
Each card links to a page where you can find out what that activity involves, how much time it takes, and how it’s measured.
Some companies already have the necessary expertise in-house and are looking for a method, a set of priorities, and an external perspective.
Others have just one person who handles marketing in addition to another full-time role.
In the first case, our role involves planning and supervision.
In the second case, we handle the execution and free up people’s time.
The allocation is determined in the second phase, activity by activity, and is documented in writing.
With three metrics tracked every thirty days: how many qualified leads come in, how much each one costs, and how many become customers.
Other metrics include email open rates, search rankings in the industry, and mentions in conversational assistants. The metrics are agreed upon before the start of the period, so month-over-month comparisons remain clear.
That's the first question that comes up, and it deserves an answer based on specific criteria. Four factors determine the scope of an inbound project.
Two articles a month and one guide a year carry different weight than a weekly plan with dedicated landing pages.
A single onboarding flow is different from separate paths based on product line and the stage of the customer relationship.
Those who already have a CRM in place and a recent website have a head start over those who have to lay the groundwork.
With less than six months of data, there is still too little information to make an informed course correction.
During our first meeting, we’ll work together to outline these four elements and provide you with a realistic minimum target for the result you have in mind, along with a timeframe for when you can expect to see the first signs of progress.
The method remains the same; what changes are the questions people ask, the channels they use, and the timing of their decisions. These are the four areas where we have the most expertise.
Four related activities: buyer personas and the buyer’s journey, content that answers real questions, relationship-building emails, and automation integrated with the CRM.
Alongside these is the metric for the number of leads generated, tracked every thirty days. A project activates those leads that are relevant to the stated objectives, within a single plan with a single point of contact.
Outbound marketing reaches people while they’re doing other things: through ads, phone calls, and emails to third-party databases.
Inbound marketing connects with people when they’re already searching. The two approaches complement each other well: outbound marketing drives volume immediately, while inbound marketing builds a steady stream that grows over time and becomes less expensive per contact as it matures.
Three questions are more helpful than any others: What metrics will you use, and how often will we review them together? Who will be monitoring the project on a daily basis? Show me an instance where something didn’t perform as expected and how you addressed it.
The answers to these three questions say almost everything about the method.
The two approaches coexist. The in-house team knows the product and the customers better than anyone else; the external partner brings structure, insights from other industries, and continuity during peak periods.
In the projects we manage, the division of labor is determined in the second phase, activity by activity.
The first measurable results appear between the second and third months: incoming leads, email opens, and rising rankings in industry-specific searches.
The full picture becomes clear after twelve months, which is the timeframe on which we base our strategy.
The CRM becomes the place where every contact brings its own story: where they came from, what content they’ve read, and where they are in the decision-making process.
Automations process that data, and the sales rep receives the contact when they’re ready, with the context already laid out.
Qualified leads generated, cost per lead, conversion rate, email opens and clicks, search rankings within the industry, and mentions in conversational assistants. The same metrics every month, agreed upon before we begin.
Yes. Projects are largely conducted remotely, with in-person meetings held as needed: at the start of the project, for plan reviews, and for team training. The offices are located in Milan and Crema.
Let’s spend an hour together to figure out how many leads your website is generating today, which activities make sense for your goals, and what metrics we’ll use to track your progress.
By the end of the meeting, you’ll have a clear picture—and it’s yours to keep, no matter what.
