Which Marketing Method Works Best

With all the chatter about the latest greatest marketing methods it's hard to know what really works for you. Bombarded by "new" approaches, how do you know where to put your marketing dollars?

In a recent conversation about inbound verse outbound marketing, Mike Damphousse points out that inbound isn't always more profitable from a cost per sale prospective.

With his analysis he also points out a critical factor for knowing what marketing works for you. He must be praised, not for pointing out that one is better inbound vs. outbound, but for taking the time to work up his cost per sale numbers.

So many marketing professionals are seduced by inbound, outbound, thought leadership, Internet, Social, or some other flavor of the week approach, forgetting to do the math. Remember, the folks selling you these "new" approaches also want to be hired to help you make it happen.

This means they have a bias based on a conflict of interest. Just like advertising agencies planning campaigns based on your available spend, these providers are planning your campaign based on a style of marketing.

The truth is that it doesn't matter where customers come from, as long as you are profitably bringing them on board and providing value worth having. You could go door-to-door, use a sandwich board, or skywriting as long as it proves a profit in your market place.

The problem with much of the inbound approaches is that users aren't accounting for systems costs -- the increase in overhead required to maintain successful programs. How to fix it, just account for overhead in your cost per lead calculations. But that's not the whole story.

For best b2b sales results, it is all about building a portfolio of lead generation activities then optimizing the numbers. Leads don't mean anything if they don't convert into profitable customers. This means test 3 to 5 methods for getting customers and use them all.

By tracking lead source and campaign you'll know which profitable customers came from where, but that doesn't mean you only do b2b lead generation in that channel. Instead that you've established a baseline for comparison.

Only the laziness of individuals can wreck a multiple channel approach, and that's good for your competitor, not good for you. That's why I'm on clients to develop systems and measures connected to business process (rather than abstract paperwork marketers must use.)

A closed loop marketing approach that connects with buyers across multiple channels, then response quickly on certain customer events provides the strongest marketing model. Especially when you test in ALL of the response based approaches available.

Inbound marketing does have one thing right, the fact that your buyer calls the shots. I just feel you deserve more control over your marketing results with a stable multiple channel approach.

So before you get on board with the next greatest thing, how about getting to work improving the marketing you have in place. With the right systems, you'll know what works and won't be fleeced with the masses.

© 2009 Ask Justin Hitt, All rights reserved.

Justin Hitt speaks dollars and cents with technology services selling professionals with his no-nonsense methods. For measurable sales results visit http://HittPublishingDirect.com/