Comments on: Why B2B Marketers Should Drink the Inbound Marketing Kool-Aid

By: Bye Bye, Advertising Madmen. Hello, Marketing Nurturers.

Bye Bye, Advertising Madmen. Hello, Marketing Nurturers. — Tue, 02 Nov 2010 14:50:48 +0000

[...] disruptive technology of the Internet has led to a tremendous paradigm shift in how people buy. That means we have to change how we sell. People are inundated with ads and emails that are pushed [...]

By: Jennifer Beever

Jennifer Beever — Thu, 21 Jan 2010 22:28:08 +0000

Thanks, Caryn, for your comment. And you’re exactly right about customer segments. Fail to understand who their “marketing personae” are (can you tell I studied Latin?) and B2B marketers may miss out!

By: Caryn Goldsmith

Caryn Goldsmith — Wed, 20 Jan 2010 01:15:53 +0000

Jennifer, this is really an important piece. The whole “business cycle” is about being there for customers and prospects. While outbound marketing is important for brand awareness and helping to establish brand preferences, if the marketer forgets to be there when a sale is most likely, they’ll lose market share. One other critical layer is understanding the different segments of customers: even if you’re selling just one thing, the process of what’s important to the buyer and why may be different – so there is a need to refine inbound messaging/processes in particular to have a greater likelihood of closing a sale. (I’ve over-simplified things because of time, but I hope you’ll agree with the general point.)