Inbound Marketing Must Set the Table for Industrial Sales

In my conversations with industrial companies about inbound marketing, I find my audience agreeing with me up to a certain point and then there is a big disconnect.

I see heads nodding in face-to-face meetings or hear plenty of “Uh-huhs” on the phone when I talk about the benefits of inbound marketing. They agree it helps them get found in search engines early and often, drives hordes of traffic to their site and fills the top of their funnel with qualified leads at a lower cost per lead.

Then comes the silence because they are having trouble connecting the dots between inbound marketing and sales.

I can’t help but think that the person at the other end is silently telling me, “Show Me the Money!” just like in the movie Jerry Maguire.

This is when I have to take a step back and start talking about how the job of inbound marketing does not end with lead generation but extends into setting the table for sales so they can be more productive.

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