In the past, companies identified potential customers and contacted them directly by telephone or email to sell them a product or service. For most prospects (who didn't ask to be contacted), this strategy was seen as aggressive and irrelevant. Marketers therefore began to search for new strategies that were more respectful of customers and their needs. It was in this context that inbound marketing was born.
Inbound marketing uses high-quality content to address the specific needs of customers. Customer are free to choose for themselves, without the hassle of cold calls or emails.