Demand Generation, Account-Based Marketing Or Inbound Marketing? What's The Recipe?

February 24, 2017 Mike Lieberman, Chief Inbound Scientist

The Answer Has More To Do With Your Business Goals Than The Marketing

Everyone agrees that marketing has become a lot more complicated than it used to be. As a CMO or even as a CEO with marketing reporting to her, you can’t just go to 10 trade shows, send 12 emails, re-launch your website and call it a year.

Today, marketing strategy has to be accountable for results, leads and new customer revenue. It’s not enough to have 20 people come by your booth at the industry trade show; those should be 20 highly qualified sales opportunities.

To make it worse, now there are phrases and labels for different types of marketing. There’s inbound marketing, demand generation, account-based marketing, content marketing and even traditional outbound marketing like advertising. How do you find the right mix for your company?

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