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Inbound marketing is aimed at creating an optimal customer experience from the buyer’s perspective. Inbound marketing allows an organization to be present at the right place, with the right people at the right time and with the right information. To create this ultimate experience, every department within your organization needs to contribute to the same level of personal, pleasant customer contact. The inbound method therefore not only relates to marketing activities, but also to sales and the customer service department.


Kelson - 4 stages of inbound marketing

Inbound consists of four phases: “Attract”, “Convert”, “Close” and “Delight”. The ‘attract’ phase focuses on attracting strangers to the website through, for example, blog posts or presence on social media. Website visitors however cannot be marked as ‘leads’ yet. A ‘lead’ is a person who has not only shown interest in your products and / or services but has also identified him- or herself. This happens in the ‘convert’ phase. The ‘convert’ phase is all about persuading visitors to identify themselves by leaving his or her contact details on your site. This can be achieved by offering valuable content in the form of a whitepaper or an e-book. Once this has happened, the visitor transforms into a lead. In this stage a lead if often not ready to make a purchase yet. It is therefor important to guide this potential customer through the buying cycle. A CRM system in which all customer data is stored is crucial here. This customer data ensures that, regardless of which department within your organization comes into contact with a potential customer, communication can be personalized at any time. Offering the same level of personalized communication throughout an entire company, builds trust and leads the potential buyer into the ‘ close ‘ phase where it is eventually converted into a customer.  But that is not yet the end of the journey. Ultimately, you want to stimulate repeat purchases and ensure that existing, satisfied customers act as ambassadors and recommend your organization to their relations.

Read our blog for more information about inbound marketing.


Kelson is proud to be appointed as an official certified HubSpot marketing partner. Thanks to this partnership, clients can profit optimally from the bundled expertise in inbound marketing in the maritime sector. HubSpot is based on a CRM package that can be expanded with, among other things, the following impressive tools:

  • Marketing automation tools
  • Contact activity
  • SEO (Search Engine Optimization) & content strategy tools
  • Blog & content creation tools
  • Live chat
  • E-mail marketing tools
  • Lead qualification
  • ROI (Return On Investment) reporting
  • Custom dashboards

Kelson offers its services to get the software up and running as quickly as possible and to ensure that your website can be actively used to generate leads or strengthen the brand. This includes the following activities:

  • Development of an inbound marketing strategy
  • Target group research
  • Implementation of the CRM package
  • Producing high quality content to attract visitors to your site and convert them into leads
  • Keyword research
  • Application of SEO techniques and implementation of the content strategy


Would you like to know more about how you can apply the inbound marketing method to your organization? Kelson organizes monthly events, where professionals in the maritime and logistics industry come together to discuss how they grow their businesses. Participation is free. However, to provide a personal experience which includes suggestions on each attendant’s strategy, the number of participants per session is restricted.

Would you prefer advice in a 1-on-1 session? Request a free consultation. During a 30-minute call we will go deeper into your personal challenges and we will investigate whether Kelson can offer a suitable solution.