The Center for Sales Strategy Blog

Things have fundamentally changed in the media industry, and I’m excited to have the privilege on November 8^th to discuss why inbound marketing will be critical to the next evolutionary phase for media companies.

Currently, a majority of the media companies (TV, Radio, Print etc.) are not using inbound marketing (blogging, thought leadership, lead generation, email marketing and social media) as part of their strategy to increase the number of leads their salespeople are getting—or leveraging it as a way to drive a more retainable revenue stream via their service and advertising offerings.  

Our grandson wanted desperately to go outside and play at the splash table. Of course, at one year old, he’s not allowed to do that without supervision. 

B2B sellers fall into one of three categories. Take a look at the description of each category or level to see where you reside:

So you drank the inbound marketing Kool Aid and it’s the sweetest you’ve ever tasted. Your team is churning out blog content, and your landing pages are generating leads at a rate you’ve never seen before. Give yourself a pat on the back—you’ve made it further than many other companies (including your competitors). Now that you’re generating leads like a pro, it’s time to look closely at that often misunderstood, nebulous area known as the middle of the funnel.

Think of the last family wedding you attended. Did you sit at a table with Aunt Nelda, picking at your salad? Or did you get up and mingle and dance? Did you do the funky chicken?

An article called “Tasting Menus” in the New York Times caught my attention last week. It was about a new concept sweeping fine dining restaurants in America—lengthy meals with many delightful menu choices. What intrigued me was not the description of the food or the menu—it was the care the restaurant staff took to make the diners feel like partners in an experience. 

When it comes to inbound marketing, most companies fit into one of three categories:    

Imagine if a Pro Football QB had their most effective off season of their career from a training and conditioning standpoint, but wore no equipment in the first game of the season. It would take one hit, and they could be out for the season!

Showrooming. Most of us have done it—walked into a store, found an interesting product… then pulled out the smartphone to see if we can find the product cheaper online and make a purchase there instead of in the store. This trend is becoming more popular, and it is forcing retailers to boost their existing mobile presence and experience or be left behind.

All day long, my friends have posted Facebook status updates like this, "Go to Google. Click on Images. Type 'completely wrong' and see what images appear." What shows up is a collection of photos of Mitt Romney.*