B2B Lead Generation Articles on Thoughts on and Definition of Inbound Marketing (Listening)

• Thoughts on and Definition of Inbound Marketing (Listening)
  B2B Marketing Confidential | Sep 07, 2010 | Permalink
  Marketing is a word that has lost its meaning, and marketing is a discipline that has lost its way. When I say “marketing� to most people on the street, the first words that are mentioned are overwhelmingly negative. Marketing is thought of as “advertising�, “spam�, “pushy offers�, or “tricks�.Here's an ironic and unlikely hypothesis--marketing accountability has driven this trend. This is meant to be a controversial statement. Marketing accountability, otherwise known as “ROMI (return on marketing investment) measurement�, has forced the marketing function into a single role driven by a single metric—driving incremental, short-term revenue. Of course, this is an oversimplification. Many companies think “long-term� and do care about their long-term customer...
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