TEN B2B MARKETING CHALLENGES SOLVED BY INBOUND MARKETING

Over the past few years, B2B marketing dollars have shifted away from traditional outbound advertising and brand awareness marketing, towards more accountable, results-driven, Inbound Marketing where the return on investment (ROI) is paramount.

This has changed the typical B2B marketing conversation to something like, “If I spend x on this marketing program, what returns can I expect to see?”.

Don’t get me wrong, there’s no problem in having some of your marketing program focused on brand awareness activities, but when a disproportionate amount of marketing time, effort, and budget, is used on advertising and outbound programs – there’s going to be definite wastage and the ROI needs to be questioned.

But once you and your management team, starts asking these sorts of questions – “what is the ROI of a trade show?” or “how many leads did a trade ad get?”, then the game changes.

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