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Outbound Marketing Versus Inbound Marketing: It’s Not an Either/Or Proposition

Posted January 23rd, 2016

A snobby bunch of marketing services firms (including ours) have made it a habit to admonish marketers that rely on outbound marketing tactics like email blasts. Even worse than email blasts, they (we) say, are marketers that hire telemarketers to cold call prospects, based on their titles, industries or other firmographic data. These callers cajole people into agreeing to receive an email with whatever whitepaper they’re hawking included as an attachment so as to be able to then count them as a lead to pass onto the client. No doubt, some percentage say “yes” just to get the caller off the phone.

At the same time, this snobby bunch of marketing services firms sing high praises of marketers that rely solely on content marketing fueled by inbound marketing tactics. These marketers blog and post and create micro-websites and landing pages designed to attract target prospects. They invest heavily in SEO and SEM. And they place their bets on the expectation that decision makers who are conducting related research and are currently in the market to make a purchase decision will find their content assets through relevant keyword searches.

In reality, outbound marketing tactics and inbound marketing tactics are two sides of the same coin. They should not be treated as an either/or proposition. There are, in fact, merits to both approaches. So, just maybe, we snobby bunch of marketing services firms should get off our high horse.

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Effective Content Marketing Means Fishing With the Right Bait

Posted February 27th, 2015

Marketers often espouse the need to fish where the fish are. The axiom is good and fine. When it comes to content marketing, however, it’s important to keep in mind that not only do marketers need to fish where the fish are; they also need to use the right kind of bait.

Allocating marketing resources and dollars toward channels and properties with a high concentration of target prospects is insufficient. B2B companies sometimes think that running a marketing campaign that directly targets the membership base of an industry trade association, for example, or a relevant LinkedIn Group is akin to shooting fish in a barrel. Of course, that couldn’t be further from the truth.

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Make It Your New Year’s Resolution to End Cold Calling

Posted January 6th, 2015

It’s unfortunate that in this modern age of content marketing and inbound marketing tactics many B2B companies continue to rely on cold calls – often pestering people who have never expressed any desire to hear from their companies (or their competitors, for that matter) – to try to make their sales numbers.

A lead is commonly defined as a prospect who has been shown to have the interest, authority and budget to purchase a particular type of product or service. Although the names on B2B contact lists culled from third-party data sources are commonly referred to as leads, the reality of the situation is that these people may have never demonstrated any interest whatsoever in the product or service at hand.

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