hubspot is preparing for an initial public offering and with it, corporate validation of its inbound marketing philosophy. hubspot’s talking heads and their adherents condemn traditional marketing tactics, like advertising, telemarketing, and campaigns built on mailing lists, as “interruption marketing.”
now, however, critics are calling out the marketing automation firm for failing to walk the inbound walk with its own marketing. critics are asking the wrong question when they ask if inbound marketing can be profitable or why hubspot doesn’t rely solely on inbound tactics to build its business.
the real question:
does inbound marketing generate better leads?
headlines about the ROI of this or that marketing effort disguise the reality that marketing is not a question of profitability, but one of efficiency. marketing only gets prospects to the door. I am sure there are product categories where “getting found” is all it takes. I don’t know any offhand, and I know for sure I’ve never worked on one. For most of us, especially in the business-to-business arena, there’s a courtship dance of varying duration and complexity. that dance determines profitability.
want to evaluate inbound marketing?
ask these questions:
- do inbound tactics attract more leads than traditional methods
- do more of those leads close
- do they make the sales process easier
- do they result in an easier sale and/or higher price point