Cambridge Business Association
Mastering Inbound Marketing Systems
Podcast

Mastering Inbound Marketing Systems

Josh Fonger
Work The System Podcast, 2021
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Editorial Rating

9

Qualities

  • Overview
  • Concrete Examples
  • Engaging

Recommendation

When marketing doesn’t work, it’s often because the marketing ends up being too expensive, or too complicated, or the leads it generates are low quality. But by far the biggest reason your marketing plan could fail is because of a lack of consistency. In this episode of the Work the System podcast, guest Tom Poland suggests that of the marketing plans that fail, 97% fail because the entrepreneur isn’t enjoying him or herself. So what kind of marketing plan will generate consistency? According to Tom Poland, it’s the marketing plan that you, the entrepreneur, can enjoy. 

Summary

When you get good at marketing, you don’t have to do as much selling.

One can define marketing as whatever actions you take to inspire a customer to inquire about your product or service, while sales is what happens after the inquiry has been made. If your marketing is lackluster, you’d better have a very good sales pitch. If your marketing is great, the sales part of the process won’t be very difficult. 

Most people have a hard time with sales. To sell something, you have to convince people of something. Marketing is less about convincing and more about confirming an existing need.

When you engage your audience and gauge their interest first, then offer your product, that’s inbound marketing. Making the offer first is indicative of outbound marketing.

Just as there’s a difference between sales and marketing, there’s a difference between inbound marketing and outbound marketing. In inbound marketing, you’ve confirmed a buyer’s interest before making an offer. Outbound marketing means making an offer before you know he or she is interested. 

Podcasts are generally a good means of creating inbound marketing. ...

About the Podcast

Host Josh Fonger is a coach, speaker and consultant at WTS Enterprises, and the author of Work the System: The Simple Mechanics of Making More and Working Less. Guest Tom Poland is the founder of the Leadsology, The Science of Being in Demand program; the author of The Million Dollar Ceiling and Leadsology; and host of the Marketing the Invisible podcast.

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