Marketers today recognize customer interactions as an opportunity to cross-sell and upsell their products and services. The inbound channel — where there is no clutter to cut through — offers an attractive medium. Growing consumer impatience with the volume and irrelevance of outbound communications, the desire to enrich the experience of each interaction, a captive and attentive audience, and the opportunity to reinforce the brand all make inbound marketing a compelling solution.

Forrester's inbound marketing review helps marketing professionals increase the effectiveness of their inbound marketing campaigns. Leverage the review to evaluate your current approach:

• Benchmark your campaigns against best-in-class companies.
• Identify and prioritize opportunities to improve.
• Justify changes or investments that may be necessary.
• Constantly refine.

Forrester's inbound marketing review methodology helps direct marketing professionals by identifying opportunities to improve the effectiveness of their inbound marketing program. The review methodology offers a tactical assessment with recommendations as well as strategic guidance on how to define and prioritize change.

The core of the methodology is a scorecard that evaluates your campaign against 15 criteria, including:

• Offer presentation. What types of offers are presented to the visitors? Where are they presented?
• Offer relevance. Is the offer relevant to the context of the visit? Does the Web site "know" the visitor?
• Call to action. Is the call to action stated clearly? Does the action need the visitor to change channels?
• Analytical evaluation. Are the offers contextual? Do the offers affect the visitor's primary purpose?

Forrester's inbound marketing review includes the following deliverables:

• Detailed evaluation of your site's inbound marketing program
• Detailed inbound marketing assessments of up to four competitor sites
• PowerPoint presentation of the findings from campaign reviews and strategy recommendations
• Two-hour teleconference