Recently I was talking to a general manager of a radio station who has been following this blog for some time now. For this article, I'll refer to him as Bob. Bob reached out to me because one of his general sales managers who also reads this blog had been telling him that they need to invest in an inbound marketing strategy.
Bob had some interest but he was not convinced he really needed to do inbound marketing. To Bob, inbound marketing just seemed like a way to let salespeople off the hook and not have to do their own prospecting. (This idea could not be more wrong—but more on that in a minute). In addition to the lack of prospecting, Bob looked at inbound marketing as an expense that did not have any sort of ROI, at least in the short run. So, with all that said, Bob asked me if I could convince him that he should do inbound marketing.