Inbound marketing is the latest must have marketing technique for brands, pushed heavily by companies like HubSpot and Marketo. As defined by David Meerman Scott, this technique is where marketers “earn their way in” by providing content on blogs etc., as opposed to outbound marketing’s penchant to “buy, beg, or bug their way in” using paid advertising, press releases, and other interruptive tools. Advocates of this approach cite how inbound marketing offers increased lead acquisition margins due to below average costs per lead. The crux of the matter is that in turning ‘strangers’ into ‘visitors’, inbound marketing focuses on blogs, keywords, and social media; old school outbound marketing focused on ads, PR, and other interruptive tools.
With the recent passing of our beloved Scottie, Murphy, we had an opportunity to change around the feeding station for our larger dogs. When Murphy was alive, he had to be fed separately as the greedy larger canines exerted their size advantage liberally, so most mornings we managed dual feed stations in the house and in the garage. The first day of moving the big dogs to a new location was chaos – to say they were disoriented is an understatement. We had to virtually drag the dogs to the food, they were so locked into their ways. After three days, we gave up and returned them to the comfort of eating in their previous location.
The reaction from the VP Marketing after a couple beers was all too familiar. I’d asked a simple question – how well does your team work with sales? – and received a litany of complaints about her colleagues in the sales organization. How they’re “out of touch”, “always seem to view us as collateral producers and nothing else”, “dismiss the target prospects we’ve provided as time wasters”, and “generally self-centered, technological Neanderthals who in general opt for the easy life”. Apart from the crowd, Mrs. Lincoln, how was the play? (more…)
As 2014 begins, I’m sure you’re trying to plan the best way to keep/grow your current customers. Most likely, you are going to need to acquire new customers as well. We know the investment to acquire new customers is substantial, but it’s not something you can ignore.
We’ve often stated that acquisition can be viewed as ‘sport’ as long as a few core principles are followed. Our previous post Guidelines & Best Practices: B2B Customer Acquisition covers those principles. (more…)
While most people assume that acquisition marketing is a fairly ‘modern’ process or technique, we’ve uncovered some evidence from Elizabethan England on it’s use. Granted, acquisition marketing in this era largely related to acquisition of land and the spoils of colonialization, versus finding untapped new customers.