Dive Summary:

• David Klein, co-founder of the Australian inbound marketing consultancy Orange Line, writes at Mashable about the strategies in place at Salesforce, Cisco, Dell, GE and Starbucks, explaining where each company has succeeded.
• Salesforce's multi-channel approach and focus on customers over products resulted in 10,000 leads last January, which Klein breaks down.
• He also explains how Starbucks' focus on mobile resulted in $110 million being reloaded to customers’ Starbucks cards.

From the article:

"... The Salesforce strategy has been to generate leads by building — and effectively promoting, through multiple channels — a “content-rich micro-site” valued by the target market. Flanagan decided to use four different content types: Created (original content created from scratch), curated (round-up style content), collaborative (content contributed by relevant thought leaders), and legacy (re-purposed and repackaged content).

The result? During the first month after implementation, the company saw the following gains: January traffic was up 80% when compared to January of the previous year. ..."