Inbound marketing is systematic online lead generation and revenue generating follow up. If you are in sales you should be taking a very close look at getting leads with inbound marketing. Why?
“If it doesn’t make dollars, it doesn’t make sense”
That's already a cliché amongst inbound marketing professionals because inbound marketing is about measured lead generation. And sales.
Inbound Marketing directly supports sales.
Traditional marketing has it's measures. But how well do they connect to the bottom line? Inbound Marketing focuses on online lead generation and nurture. It's sophisticated web leads marketing and it's more integral to “sales” than traditional marketing.
Why is it taking off? You already know. This generation of customer "lives" in web search, email, and online social. They are always connected and they expect to conduct trusted relationships online. How do you "relate" online?
To sell them you must "remember" their preferences, and your online relationship history. Inbound remembers.
But you search Google. You study. You learn. You read what online social “friends” and experts think. Maybe you price check? You decide to purchase. All online. Inbound marketing can track, record, and sell at every step of that online process and put that customer information at the finger tips of your salespeople who can influence that decision in your favor. You know..."sell".
It's agressive online CRM
Inbound Marketing is the functional equivalent of a good trusted sales person sitting down at the computer with you when you start your research and saying, “ I’m glad you called me because I really know this stuff… I can help you.” In that way, inbound marketing is really old school sales, updated for the digital world.
Inbound methodology and software “lives” between traditional sales and marketing.
Let me be provocative:
Outbound marketing costs you money. Inbound marketing makes you money. Inbound lead generation costs less than traditional lead gen.
Years ago we put the responsibility for digital tools, like our websites, in the Marketing org chart. Why? Because we had no model for them except that they were like old school advertising. The web site was like a brochure. The marketing guys take care of that, right?
But times have changed. Inbound methodology using integrated and strategic web, SEO, email, social selling, and online content is ALL about sales. And measurement. And it's where your customers want you to be.
It’s not inbound marketing. It’s inbound sales.
Hey sales people. I want to talk to you. Become a lead and let me nurture you to a sale.
For more information on inbound marketing strategies and tools:
