It’s no secret that Inbound Marketing is here to stay. Simply, it works.
The premise being that Inbound Marketing is more effective because it’s all about 'attracting' customers rather than ‘interrupting’ them via traditional forms of marketing. Theoretically this means businesses are in a better position as the attracted customers have a higher propensity to buy.
This definitely makes sense . As buyers are more empowered due to the abundance of information at their fingertips thanks to the internet, it’s becoming increasing more important to put effort and resource into inbound marketing - even investing in a marketing automation platform like Hubspot, Pardot, or Marketo to pump out content and nurture leads.
So does that mean you can purchase one of the platforms listed above then fire all your sales staff, hire a content writer and some order takers and expect that after a series of emails and blog posts you’ll magically have oodles of sales?
I don’t doubt inbound marketing works, in fact I certainly believes it does. However it takes significant effort, time and resource and unless you have all of that, more often than not, you need to pick up that damn phone.
If you have a new product or technology, or you’re not the market leader in your field or if your sales cycle is longer, complex or more difficult than most, you (or your salespeople) need to pick up that phone and have engaging, value adding conversations with the right decision making people.
What’s important is that organisations find a balance between inbound and outbound. Identifying what works and ensuring that, when the teams are having those decisive conversations that they are able to manage and measure the engagement in such a way to provide as much certainty for a positive end result.
To learn more about how to combine the best of both worlds marketing automation & customer engagement click HERE
To learn more about how contactSPACE can provide your team with the tools to manage and measure customer engagement click the link below.