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Mike Lieberman, CEO and Chief Revenue ScientistTue, Mar 19, 2013 3 min read

Why Do CEOs and Marketing Executives Continue To Buy Advertising?

outbound vs. inbound marketingIn this article on, the author (a friend of mine) provides some hard data that indicates -- despite all the new options for marketers -- TV advertising continues to receive significant investment every year. I actually commented on the post, pointing out that those investments in traditional media don't mean it's delivering results.

The fact that marketing executives continue to pour money into traditional advertising vehicles like TV, radio and print is an indication that they don’t know they have other options. Hold on...that might not be accurate. They probably do know there are options, but they aren’t comfortable leaning on those options...yet.

They aren’t comfortable because those options haven’t become mainstream. They haven’t become accepted by the broader marketing/advertising community and they definitely haven’t become executable by their current ad agencies, who definitely aren’t recommending them over commission-based media buys.

Today, the alternatives to traditional, interruptive, outbound marketing are relegated to the small business marketplace. Business owners, entrepreneurs and CEOs of smaller companies have discovered that they don’t need to spend massive amounts of money to get their companies found, generate leads and achieve their business growth goals.

They turned to inbound marketing out of necessity. So fear of change didn’t hold them up. They knew what they were doing last year wasn’t going to work this year. They knew this because they saw that the limited advertising options that fit their budgest just weren’t delivering the results they used to.

One day, bigger businesses will confront that same reality. One day the CMO at Pepsi will stand in front of the board and talk about reducing her budget for traditional advertising and increasing their investment in creating a truly remarkable experience for each and every potential Pepsi customer. That day won't be today, or tomorrow or (chances are) even next year. But that day will come.

Until it does, the massive community of inbound marketers continues to grow for one reason and one reason only: inbound marketing generates results. Inbound marketing creates sustainable program performance that just can't be matched by traditional outbound marketing techniques.

Website traffic increases, conversion rates improve and leads are generated month over month. The business owners who practice inbound marketing see their top line revenue growing and their overall business goals getting closer. The proof is in the data. Inbound marketing, when executed correctly by an experienced team, delivers every time.

Start Today Tip – If you’re not convinced -- and believe me, there are still a lot of people who think inbound marketing is some kind of hocus pocus -- consider the results our clients have seen: website traffic increases of tenfold or more and five to six times more leads month over month is common. Take a long hard look at your current marketing effort. Is it getting you to your business goals? If not, it might be time to try something new.   


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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.