Leads, demand generation and more leads – that’s the promise of vendors like HubSpot and Marketo. But is it really that easy? The way most marketers talk about inbound technologies makes these tools seem like magic weight loss pills. Just start using them and you’ll be inundated with new leads.
But like anyone that’s ever splurged on that revolutionary diet pill, most marketers find out that these tools are far from magical. Just like losing weight requires diet and exercise (crazy concept, I know) – inbound marketing has its own necessary evils: Content. Database segmentation. Analytics. Content. Lead nurturing. And yes, more content.
Now don’t get me wrong – I LOVE inbound marketing. But if you’re searching for a magic lead generation tool, then you’re out of luck. The hardest part about inbound marketing is the actual work – creating the right kind of content that makes your customers and prospects take action. And there has to be a full pipeline of it to be effective – the content generation never stops.
I don’t mean to pick on HubSpot or Marketo. I’ve seen (and would recommend) both tools – they’re both very helpful. But more important than the tool is the actual time spent creating content, nurturing your prospects and measuring the impact.
In other words, you can’t lose weight without diet and exercise, just like you can’t generate leads without content.