Inbound marketing · Sales
Buyers who find your answers first call you already half convinced.
A buyer searches for how to choose a packaging line, or whether a root canal needs a crown. Your competitor's page answers, yours does not exist, and the call goes elsewhere. Inbound marketing starts from those questions and builds the path from the answer to your phone.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Inbound marketing draws buyers to you with guides, pages and search results that answer their questions, then asks for their details in return for something useful. GullySales builds the whole path: the question list, the guide, the form, the follow-up after a download, and the hand-over to your salesperson.
The path has parts that must connect. A guide answers the question, a form asks for the minimum in return, a short sequence follows the download, and a named salesperson picks up when the reader shows real interest. A guide with no form, or a form with no follow-up, leaves the job half done.
Writing the articles alone is content marketing. Rankings alone are SEO, and the sending tool alone is marketing automation. If you want to reach buyers who have never searched for you, cold email outreach or direct marketing is the better fit.
Who it is for
This is written for you if these sound familiar.
- Manufacturers and suppliers whose buyers research for weeks before asking for a quotation
- Software and consulting firms that sell to people who read before they call
- Clinics and schools whose patients and parents compare options online first
- Dealers and shops with a website but no way to capture a visitor who is not ready to buy
- Owners whose sales team can take a warm enquiry within the same day
Not for
It is not the right fit if.
- You need orders this month. Content and search take time to be found, and advertising is the faster route.
- Nobody can answer a reader's follow-up question or call a warm enquiry back.
- You hold no website or Google Business Profile you control and do not want one.
The problem
Does this sound like your business?
Common situations this work addresses.
“People read our blog and then vanish”
Nothing on the page invites the reader to leave a name or number. The visit ends with no record that it happened.
“We get downloads but sales ignores them”
Someone took a brochure, and the salesperson has no idea what they read or what they asked. The call opens cold and the lead goes stale.
“Our form asks for too much”
Ten fields stand between the reader and a price list. Visitors leave, and those who stay type a wrong number.
“The articles bring readers who never buy”
Topics were chosen by what is easy to write about, not by what your buyers ask before they purchase.
What we do
The work we can include.
Each deliverable and the purpose it serves. Your written scope confirms what is included, who is responsible, and what it costs.
Buyer question list
Questions taken from your sales calls, WhatsApp chats, quotation requests and search suggestions, ranked by how close they sit to a purchase. You strike out anything your team cannot answer.
Guides and answer pages
A checklist, buying guide or comparison page for each chosen question, with claims marked for your reviewer. Clinics and schools get general wording that a qualified reviewer signs off.
Offer and form design
A short form per guide that asks only for what sales needs to reply, with a plain statement of what the person will receive and how to stop it. The wording is written for your adviser to check against data protection law.
Landing pages and thank-you pages
One page per offer, with the download or WhatsApp link on the thank-you page. Each form is tested on a phone before it goes live.
Follow-up sequence
Emails or WhatsApp messages sent after a download, each tied to the guide the person took. Messages stop when the person replies, buys or asks to leave.
Source and consent record
A sheet or CRM field showing which page, which guide and which wording each contact came through. Sales can see it before the first call.
Hand-over rule
A written signal, such as a reply, a quotation request or a second guide, that sends the contact to a named salesperson with the history attached.
How the result is measured
- Visits to guide pages, by question
- Form submissions per offer, separate from downloads that need no form
- Contacts with a recorded source page
- Replies to the follow-up sequence
- Contacts accepted by sales as real opportunities
- Orders traced to a guide where records allow
Recorded as a baseline before work starts, so every later report has an honest comparison.
Before you decide
Agree the work. Know how to judge it.
Inbound marketing: use these checks to prepare, choose the scope, and review what changes.
Bring the right evidence
Define the organisations or buyers you can serve and the reasons they would consider a conversation. Bring examples of accepted and rejected prospects so the selection rule is visible.
Make the scope clear
Agree the research sources, contact approach, qualification rules, and handover. Clarify which meetings count as accepted and what happens to replies that are not ready to buy.
Check the work in use
Review why a prospect was selected and what was learned from the response. Count held, relevant conversations separately from contacts found, messages sent, or meetings booked.
Know when to change course
If the same objection appears repeatedly, adjust the offer or buyer group before increasing outreach. Respect a request to stop contact and keep the exclusion in the record.
These are discussion points, not a fixed package. GullySales confirms the deliverables, responsibilities, fee, and term in writing after reading your brief and speaking with you.
How it works
How the inbound marketing work runs
The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.
- 1
Question list approval
We bring the ranked buyer questions and you choose which ones to answer first. Your sales lead confirms which questions come from serious buyers.
- 2
Guide and offer approval
Drafts reach your reviewer with each claim marked. You decide which guide sits behind a form and which stays open on the page.
- 3
Form and sequence build
We build the form, the thank-you page and the follow-up messages, and you approve the permission wording. Sender settings and message templates are set up under your own accounts.
- 4
Test and go-live decision
Test submissions run from a phone and an inbox, through to the sales record. You release only when the right person receives each enquiry.
- 5
Sales hand-over review
Your salesperson tells us which contacts were worth a call. We adjust the hand-over rule and the next topics from that feedback, and report against the baseline.
Before you hire anyone
Do this first yourself.
Gather the questions buyers already ask you before anyone writes a word.
- List the ten questions your salesperson answers most often on calls and WhatsApp.
- Open your website on a phone and count the fields on every enquiry form.
- Check that each form says what the person will receive and how to stop it.
- Search two of your buyer questions on Google and note who answers them.
- Write down who calls back a warm enquiry and how fast it happens today.
Judge any provider
What to ask any provider of this service.
Useful whoever you choose, including us.
- How do you choose topics, and from what records?
- What does the form ask for, and who approves the permission wording?
- What happens to a contact after a download, and when does it stop?
- What tells you a contact is ready for a salesperson?
- Who holds the website, form and messaging accounts?
- What do you report, and against what baseline?
Where this fits
Three pieces of sales work, in this order.
This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.
Step 1
Sales audit
Find where deals are being lost and what to fix first.
Start here if you cannot say where orders are lost.
Step 2 · you are here
Sales process design
One written way to sell, from first enquiry to repeat order.
Start here if every salesperson sells differently.
Step 3
Sales management
A target, a review routine and someone who owns the number.
Start here if the team has targets and no routine.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
How is this different from content marketing?
Do we need marketing automation software?
Can we message people who downloaded a guide on WhatsApp?
Will this get us ranked on Google?
We want to reach buyers who do not know us yet. Is this right?
What does it cost and how long does it run?
How long is the contract?
What do you need from us?
What if we are not happy with the work?
By industry
Inbound marketing, written for your industry.
Related services
Often bought with this, or instead of it.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.