At a recent trade show we were surprised to see how many of industrial marketers have adopted inbound marketing techniques. This plank in their strategic platform is intended to provide a steady stream of leads over time through inquiries generated from:
SEO of web pages
In fact, 3 of the companies we spoke to had gone so far as to purchase subscriptions to HubSpot, an inbound marketing software solution. This is not a purchase for the faint-of-wallet, so it demonstrates a commitment to an inbound strategy.
This increased emphasis reflects the industry reality that certain media aren’t pulling leads as well as they used to. For example, email spam filters seem to be snagging a large portion of all but the very best lists.
I expect the trend towards inbound marketing will continue, although not at the torrid pace some experts predict. We predict this growth will be constrained by the commitment marketers need to execute an inbound strategy. It takes time as well as money.