Marketing Used To Be Easy; What Happened To Make It So Hard?
This is a great question to kick off 2017. Marketing used to be easy. You bought some ads, you went to some trade shows, your sales team made some phone calls and you sent out letters from time to time. The results were cloudy, but you did see people responding and your business grew. You might not have known exactly why, but it worked. I know because this is how I used to run marketing at a $20 million software company.
But over the past 10 years or so, things have changed. The way people buy has changed. The way people make their decisions around purchasing has changed. From multimillion-dollar purchases to $50 purchases, it has all changed. It’s this change that has complicated marketing so dramatically, and while inbound marketing matches today’s buyer behavior, the process of delivering that match is complex.