“Inbound marketing” focuses on positioning your library in cyberspace and bringing your customers to you with search engine optimization, inbound links, RSS, blogging, page ranking, tagging content, tweeting, publishing content, and social media. Leading-edge software tools can integrate the entire inbound marketing process into a dashboard showing the performance of blogs, websites, lead management, landing pages, and competitor performance. Attendees see calls-to-action links dynamically created and monitored, social media monitored in real-time, tracking of inbound links, and the performance of keywords and its effect on search engine rankings. These tools and techniques can be performed by anyone in the organization.