Inbound marketing for industrial manufacturers is a proven way to generate leads and customers, but it can sound too good to be true. So much so, in fact, that there can be some hesitation around adopting it as a business growth model.
Sound like your organization? Check out our latest Weidert Wednesday video for insights on understanding and navigating the push-back to the change required to embrace inbound — and why it’s necessary to grow your B2B business.
TRANSCRIPT: What If My Organization Isn’t Ready to Go All-In?
Hi, I’m Greg Linnemanstons, president of Weidert Group. This video is intended to answer one of the most common questions we get about inbound marketing, and that’s, “What if my organization isn’t ready to go all-in?”
If you’ve taken a serious look at embracing inbound marketing you probably realize that it represents a major commitment for your organization, something that’s going to require some changes in the marketing work that your team does, and changes in how they do it. Maybe you’re having trouble convincing yourself or your management team that your organization is ready for such a big change.
There’s no doubt that becoming an effective inbound organization is a major shift for businesses that take the plunge. People will be asked to start thinking like publishers, and others will be asked to get comfortable sharing insights and experiences that have been closely guarded secrets in the past. But meaningful change is never easy. That’s just part of being human.
In the almost nine years we’ve been coaching clients on launching inbound programs, we’ve learned that they won’t be successful unless leadership participates and stays involved as programs are built, launched, and evolve toward peak performance.
Before people can commit to change, they need to believe that change is the right decision.
"Convincing your team that inbound is the best way to attract better prospects today starts when sales and marketing leadership admits that traditional business development strategies — like list-buying and cold calling and trade ads — won’t deliver the growth needed to achieve business results."
When they accept the facts — and there are plenty of supporting facts — they’ll be far more open to learning about and considering an inbound approach. Check out these articles about the failure of traditional methods and the power of inbound:
We’d be happy to help your team see the possibilities by providing engaging educational workshops. These workshops help people discover what inbound is all about, how it works in a buyer-centric world, and why it’s the absolute best way for many companies to achieve desired growth. If you’re interested, please reach out to me, or click the button below to get in the know about inbound marketing (and why it makes sense to go all-in).
Posted by Greg Linnemanstons With 18+ years in senior management roles at Fortune 500® and medium-sized companies, Greg has deep marketing and sales experience with CPGs and manufacturing. He leads strategic initiatives with clients and is involved in developing client inbound marketing plans. Greg holds an M.B.A. from Northwestern's Kellogg School of Management and a B.A. in Economics from Lawrence University.