The Internet has changed the world from one where information was scarce to one where there is an overabundance of it. This change has had a significant impact on the buying process. Now, buyers are doing their own research and ignoring incoming messages. The onus is on any business to think about demand generation and marketing strategies that generate the right leads and opportunities for their sales teams.
The Internet and the proliferation of smartphones have fueled the rapid shift away from personal contact, to digital interactions. Unfortunately, many companies competing in the B2B space are still using old-style disruptive demand generation techniques. Some still believe that their sales force has to speak to prospects to educate them, while others still use disruptive marketing, like email blasts, cold calling, and telemarketing to reach their prospects. All of these methods assume that the buying process still revolves around companies targeting and interrupting prospects who may not be interested in or ready to buy.
Prospects have the tools and desire to hide from even the most determined target marketing and sales schemes. Marketers and sales teams need their own set of inbound marketing tools in order to gain insight into buyer behavior and to get the upper hand. Please review the differences between inbound marketing and interruption marketing and let us know where you stand on the topic.
The following graphic by Larry Kim of Wordstream does a great job of comparing Inbound versus Interruption Marketing. It is nice because it simply lays out the contrast between styles.
Just ask yourself, what natural response does each of these techniques elicit? If you are like me, then you want control of when and where you get information. What's more, as companies are learning how to behave, the contrast between good behavior and bad just makes you want to run away from the ill behaved companies and brands.
Just think about Inbound Marketing as an engine that continually works hard for your company. The fuel is the content that powers your website engine. Once you have established your Inbound Marketing platform, new investments in awareness campaigns act as rocket fuel. Your Inbound Marketing platform act as a net that attracts and captures your prospects using the content as bait.
To learn about the Inbound Marketing methodology, then please download this free eBook titled "9 Steps to Attract Qualified Leads for your Business!"
Bristol Strategy is a full funnel inbound marketing agency and inbound sales agency offering the full complement of services to enable our clients to surpass their business objectives by transforming the way they engage with their buyer on-line. Reach out to us to learn more about how our experience and capabilities can help your business grow.