Is Inbound Marketing Enough?

Is Inbound Marketing Enough?

Is “inbound marketing” (as defined by Hubspot) the best option for your business?  Yes. If you are patient. Very patient.

The ideas behind “inbound marketing”  are hardly new: develop useful and compelling content, publish it on your website or blog, and use SEO to raise your search engine ranking so that potential customers find your content.

This “build it and they will (eventually) come” ethos has a bit of a chicken-and-egg problem. You need to build your brand before customers start coming around regularly. But to build your brand, you need customers.

New companies looking for customers  need a healthy dose of outbound marketing to get started.

In the context of Twitter, this means going out and finding people tweeting about the kinds of things you have to offer, and letting them known that you exist. (The inbound approach is about building a following, easily done if you are already a celebrity like Ashton Kutcher.) Your prospects may end up finding you. But in the meantime, you need to go out and find them.

Hubspot appears to have realized this as well, with their recent announcement about adding outbound marketing (like e-mail) to their inbound marketing platform.


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CEO, Act-On Software, Inc.