What the Hell Is “Inbound-y” Paid Marketing?

inboundy-outbound-marketingSo I just got back from INBOUND 2015. Inspirational speakers. 14,000 happy marketers. So much great content that choosing which sessions to attend was as difficult as ordering dessert at the Cheesecake Factory. And, of course, the HubSpot product announcements.

This year, the marketing software provider rolled out:

  •  Predictive lead scoring
  • A transformational CRM, complete with data on 19 million companies
  • The most intuitive and user-friendly reporting dashboard I've ever seen
  • AND partnerships with LinkedIn and Google to deliver “inbound-y” ad integrations for HubSpot customers

What the hell, you may wonder, is inbound-y? Well, apparently it’s HubSpot’s way of describing outbound marketing tactics that don’t suck. Now, I don't know about you but it seems to me that when THE leader in inbound marketing starts talking about outbound, it's time to pay attention.

To give some quick details on HubSpot's newly introduced Ads Add-On, "inboundy" encompasses paid marketing options that either:

A. Satisfy an expressed need, such as SEM ads through Google

– or –

B. Amplify engaging content, such as content syndication ads on LinkedIn

It’s certainly not unusual for a marketing automation platform to announce third-party ad integrations. Similar options have been released by both Marketo and Oracle Marketing Cloud at their user conferences earlier this year. The reason this was such a big move for HubSpot is that they’ve built their market position around the inbound marketing movement. So to venture into outbound marketing territory was surprising, to say the least.

Marketers might be asking: Why, after nearly a decade of establishing themselves as leaders in inbound, is HubSpot willing to support outbound efforts? Could it be an indication of their refusal to be outpaced by other platforms? An effort to “keep up with the Jones’s,” if you will? Or is it instead confirmation that outbound marketing is a viable and necessary option for marketers to consider when scaling their organizations?

I’d say it’s mostly the latter.

As Dharmesh Shah shared in his INBOUND 2015 keynote, 53% of HubSpot customers are using paid marketing. And according to the Content Marketing Institute, 80% of B2B marketers use at least one paid channel. But let’s face it. Outbound marketing, when executed the traditional way, sucks. It’s complicated, unpredictable and messy. 

outbound-marketing-challenges

So HubSpot is setting out to solve this challenge by helping customers execute key areas of paid marketing efficiently and effectively so they can reach more audiences and scale their businesses. This move couldn't be more timely.

The inbound-outbound conversation has gained significant momentum this year. Marketers need to leverage both outbound and inbound marketing to drive measurable business value. It’s exciting to see that marketing software leaders like HubSpot, Marketo and Oracle have joined Integrate in our commitment to change the way outbound marketing is managed, executed and measured.

Stay tuned for practical tips on how you can fuse your inbound and outbound strategies together to take your businesses to the next level. In the meantime, happy marketing.

master-outbound-demand-generation

 

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