You Don’t Have To Practice Inbound, But You Need To Focus On Growth
Read anything about marketing these days and growth is a major part of the story. HubSpot is talking about the Growth Stack. Here’s an article from ConversionXL on growth and another on growth marketing from Coelevate. Yes, marketers love taking something and turning it into a buzzword, labeling it and eventually turning it into a trend.
But inbound marketing, at least the way we practice it, has had a growth element in it since we first started using it for clients in 2004. All the way back then, we knew there were three phases in an inbound marketing engagement and the length of those phases was directly proportional to how prepared our client was to start doing inbound.
Those phases (and they remain today) include planning, building and growing. During the planning phase, we strategize and create personas, messaging, differentiation, quantitative benchmarks and goals for the engagement. During the building phase, we create all the assets required to deliver the desired results. During the growing phase, we shift into optimization mode and drive results, improving them month over month.