Today, inbound marketing is seen as THE approach to generate sales, particularly in B2B marketing. Directory listings, newspaper and magazine advertising, cold calling, all the ‘in your face’ marketing methods are dying a death – apparently. Content-based, relationship marketing is what we should all be doing now.
I agree with the benefits of the inbound marketing approach, but we should ask what happens if we move too far the other way? I have a real concern that salesmanship (or salespersonship if you prefer), in the B2B sector is a dying art and social media is becoming a crutch, for those less confident in their ability to sell.
