You can forget the four Ps, the concepts of reach and frequency as well as the old sales motto, “Always be closing.” Today, inbound marketing and inbound sales have completely changed the game. In this Forbes article, “The End of the Expert: Why No One in Marketing Knows What They’re Doing,” it’s obvious that what worked a few years ago doesn’t work anymore.
When you break it all down, it makes sense. Today, the new buyer behavior is completely self-service. The day of the sales rep controlling all of the information is long gone. Marketing is about education, not interruption. The company that creates the most remarkable experience grabs the attention of the prospect. Then, it’s that business' sale to lose.