Use inbound principles to build and strengthen your company’s future We’re in a major shift in a fundamental aspect of how businesses grow, how buyers purchase, and how businesses build meaningful conversations and customer relationships. Companies who align their mission, strategies, action plans, and tools with the way buyers think, learn, discover, and purchase will have a huge competitive advantage. Organizations need to adjust their mindset and build a strategic foundation to deal with these facts and not just update a business plan. Inbound Organization shows leaders how to build their company's future around Inbound principles and strengthen the structural foundations necessary to deal with the changes in buyer behavior. It explains how and why Inbound ideas and how to create a remarkable customer experience belong in the boardrooms and on the desks of founders, entrepreneurs, business leaders, and anyone who has a responsibility to lead their organizations into the future. •    Discover the foundation of inbound principles   •    Learn how to put ideas into practice today •    Read about organizations that successfully apply the principles of Inbound •    Keep your business on course to succeed amidst buyer changes Stay ahead of the curve and learn how to use Inbound principles to ensure you’re always ahead of the curve. In today's fast-paced digital environment, customers are changing the way they do business at an exponential rate. If a company is to survive, they must shift their thinking in a fundamental way. They need to align their mission, strategies, action plans, and tools with the way buyers think, research, and purchase. Inbound Organization is filled with insights for building an organization in any industry. Businesses that create relationships with buyers, employees, and partners following an inbound philosophy will build a competitive advantage and increase brand recognition, conversion rates, and market share. An inbound approach is human, customer- centered, focused on a specific persona, educates and helps first, and delivers an overall superior customer experience. Throughout the book, the authors explain the how's and why's of an inbound strategy and explain what it takes to create the kind of customer experience that keeps buyers coming back for more. New communication tools and platforms have radically changed how organizations win and retain a customer. Today, the whole company must be part of delivering an extraordinary experience to the customer, not just marketing and sales. Once a company puts inbound ideas into practice, everybody from the CEO to the finance team, to product development, to the service and support team, in fact, every single person in the company will be aligned around the mission, company culture, and strategies required to deliver value to customers. All interactions are matched to the buyer's journey and personalized to create a unique and exceptional experience. Inbound ideas are essential for entrepreneurs, business leaders, modern managers and anyone who has a responsibility to lead their organizations into the future. THE ESSENTIAL GUIDE FOR BECOMING AN INBOUND ORGANIZATION "This book is about the principles, ideas, and tactics we see people successfully adopt that transform organizations into strong, enduring customer-centric businesses that are adept at building relationships that create competitive advantage. An inbound-focused business creates an amazing culture that treats employees and customers like human beings. This book reveals the beliefs, principles, and strategies of these successful inbound organizations so that you can transform your organization into one too. The book is intended to help leaders apply Inbound practices across an organization and instill a new, more holistic way of thinking about the entire business. This book is not just about marketing or sales, but how all departments fit together to deliver what buyers want today while creating a culture that fosters sustained success." FROM THE PREFACE "This terrific and prescriptive new book will help you build a business that delivers extraordinary experiences for your employees and for your customers. Because (spoiler!): Those things are connected!" ANN HANDLEY, Wall Street Journal bestselling author of Everybody Writes "While many companies talk a good game, very few have the organizational discipline or skills to deliver on the promise of an inbound, customer-driven culture. It's exciting to see the core principles addressed in a concise and highly readable handbook." ADELE REVELLA, author of Buyer Personas (Wiley), a Fortune magazine Best Business Book for 2015 "Thousands and thousands of businesses are attempting 'inbound marketing' these days but the sad reality is very few truly live it in every aspect of their business. And because of this, most never come close to reaching their potential in the digital age. But this is exactly why Inbound