A great challenge in a business and in a company is learning to balance to what c level contact list extent all actions are committed to sales and to what extent to brand positioning.
Before analyzing which commercial strategy should be applied, it is necessary to think about the business strategy: execution without strategy is useless and the best techniques in the world will not produce the appropriate results.
When working on a launch or a startup, business leaders must not fall into the “entrepreneur’s blindness” of believing that their solution or idea will succeed because it is spectacular: things do not work that way. The market is what qualifies the relevance of a product, so business leaders must listen a lot and understand what their market is telling them and what they are teaching them.
Under this line of thinking: companies are not “children” . Companies are entities that seek to make money and the job of the business leader is to find the most direct way to achieve this.
That's why it's better to fail early to avoid wasting resources on projects with no future. Inbound marketing and HubSpot are a spectacular ally for this because they allow you to instantly measure what works, what doesn't , and the reasons why. This way, you can discard everything that's useless and focus appropriately on what's useful.
Since the customer is at the heart of inbound marketing , it is a good mechanism for validating offers. With the support of the key metrics that HubSpot allows us to obtain, both at the level of dissemination, conversion and sales tracking, we can be more effective and precise.
Inbound marketing does not replace traditional techniques, it feeds off of them. In fact, the methodology recommends constant contact with your clients to understand their points of view.
Although these kinds of results could perhaps also be achieved with traditional media and methods, the monetary and time investment would have to be 10 times greater .
Camilo's clarity laid the groundwork for an agile presentation by Adriana Albán (CEO-Hiperestrategia) that made it clear:
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What is
What is not
What to expect
What not to expect and
What other processes should be worked with in inbound marketing:
Inbound marketing considers that the sales process is not carried out solely through media or concepts but through interactions between people. With this in mind, a good strategy seeks to make the processes followed by the sales force as effective as possible to achieve the commercial objective. This is why (and because Inbound marketing puts customers at the centre of all planning) that this is the most human way of doing marketing.
Inbound marketing is a methodology, not a tool . This means that it feeds off of, and does not compete with, processes such as user experiences, search engine positioning, conversion-focused advertising and performance.
The gap between marketing and sales teams only causes harm to businesses because the lack of integration leads to broken customer relationships and lost potential sales. The inbound methodology allows these teams to enter into a continuous and effective collaboration process .
Every company must continuously work on generating its own sales ecosystem : A set of activities that allow it to attract, convert business opportunities and close new businesses in a scalable way.
