Marketers these days work diligently to establish strong inbound marketing programs that, more often than not, boost awareness and generate a solid sales pipeline. However, as is so often the case in B2B marketing, after several quarters of surging results, inbound results slow and in many cases growth plateaus.
It wasn’t any different for Rackspace. As Ben Staley, Rackspace Marketing Programs Manager, put it:
“Rackspace’s meteoric rise was founded on inbound marketing. But now we’re all about building our outbound strategy since our inbound is firmly established.”
Rackspace needed to get its content out where its target audiences were having relevant conversations – this was the path to scale. But as with any great strategy, the idea is one thing…executing that idea is another.