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Inbound Marketing

This category contains 6 posts

Bringing Balance to Demand Generation

Those of us who are responsible for demand generation — that is creating programs that provide business opportunities to sales — often have to walk a fine line between driving revenue and long term customer relationship building. As clearly demonstrated in many blog posts by others before, direct marketing has fundamentally changed due to the … Continue reading

“Stop Selling Ships. Start Selling Destinations.” Reflections on Content Marketing

“Stop selling ships.  Start selling destinations” Sounds intriguing, doesn’t it?   But what does it mean?  I pulled this quote from a B2B Marketing Forum which I attended two weeks ago in Boston, sponsored by Marketing Profs. It was, in essence, the overall theme of the conference – offer value beyond product.    Across every industry, B2B Marketers are discovering … Continue reading

The End of Solution Sales: What This Means for Marketing

I came across an interesting article in the Harvard Business Review that discussed the end of solution sales – The End of Solution Sales – Harvard Business Review – which upon initial review had me more than a little concerned. As you well know one of the most important tasks of a B2B marketer is … Continue reading

Inbound Marketing: Does It Apply In Healthcare?

Anyone who follows the healthcare market has read about the impact of healthcare reform and the associated focus on reducing healthcare delivery costs. You’ve also seen the ripple effects of this new focus; as healthcare providers focus on costs they now demand proof that new technologies or “solutions” offered by medical equipment manufacturers provide a measurable … Continue reading

Peer To Peer Marketing – Applicable to Healthcare? (More on MOFU)

What is MOFU you ask? It’s a term I borrowed from HubSpot’s CEO Brian Halligan and it stands for Middle Of Funnel (where the funnel is defined as: Awareness > Consideration > Trial > Purchase > Loyalty). MOFU activities are all about driving prospects to trial and ultimately purchase. Consider how you make purchase decisions … Continue reading

The End of Solution Sales: What This Means for Marketing

I came across an interesting article in the Harvard Business Review that discussed the end of solution sales – The End of Solution Sales – Harvard Business Review – which upon initial review had me more than a little concerned. As you well know one of the most important roles of marketing is to communicate … Continue reading