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Butler Journal of Undergraduate Research

Abstract

Inbound marketing has become an essential strategy for businesses aiming to build customer relationships before selling their product or service. Inbound marketing methods, as opposed to traditional marketing methods, aim to create value for the customer through various digital strategies before selling a product or service. Inbound marketing methods typically include digital tactics such as social media marketing, search engine optimization, and content marketing; however, limited research examines the impact of these inbound marketing methods on overall business performance metrics. To address these gaps, this paper examines the relations between inbound marketing methods, human resource allocation, and operational performance. Results, based on survey research of 30 companies and analysis of variance, showed that the number of employees dedicated to inbound marketing strategies influenced operational performance. Overall, the findings of this research suggest that investing in inbound marketing resources can and does contribute to better firm performance.

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