Brand & Capture

Our Latest Blog Post

Are You an Inbound Marketing Fence Sitter or Barnstormer?

Posted by John McTigue

You may not be "country" enough to know what fence sitting is all about, and you may not be old enough to know what a barnstormer is, so I'm going to lay it out for you. Fence sitters are an indecisive lot. They can't decide which side is greener, so they sit on the fence and do nothing. Barnstormers, on the other hand, are daredevils. Flying a biplane through a small barn is a no-brainer. The heck with the risks—let's do this! At some point, marketing executives are faced with making decisions about strategy and tactics and the degree to which they will be "all-in." When it comes to inbound marketing, there seems to be little middle ground. You're either in, or you're out. Into which of these camps do you fall?

Is Your Target Audience for Inbound Marketing Out of Whack?

Posted by John McTigue

Sometimes I feel like we're preaching to the wrong choir. I think these folks are into country and western, and we're pushing Beethoven. To use some worn out marketing-speak, our message isn't aligned with our target personas, and our content is driving the wrong leads to our marketing automation system. We're using the right tactics, but we are reaching the wrong people.