Re-think: from outbound marketing to inbound marketing
We will gladly clear the biggest misunderstanding at the outset. Marketing Automation has not been developed to enable marketeers to lazily sit back while the work is being done for them. Marketing Automation goes far beyond the marketing department; it has in fact a direct effect on the turnover figures for the whole organisation! Marketing Automation ensures that qualitatively good leads are delivered to the Sales department in order that Sales may approach already interested prospects in a focussed manner. It saves time as well as money and boosts the organisation’s team spirit. Marketing and Sales will from now on operate hand in hand!
Before the introduction of Marketing Automation organisations were primarily focussed on Outbound Marketing. Email campaigns, events and many other marketing tools were deployed in order to generate leads; this was mostly mass marketing, sending content to as many people as possible. A huge target audience, lots of noise, little conversion, few results.
As far as we are concerned, the foundation of Marketing Automation is directed at making companies change their thinking from Outbound to Inbound. Re-think! Easier said than done.