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Mike Lieberman, CEO and Chief Revenue ScientistThu, Jul 3, 2014 6 min read

Declare Your Independence From Inefficient And Tired Outbound Marketing

TDeclarationOfIndependanceFromOutbound-1here is a revolution coming  one that won’t include guns or the overthrow of our government, but that will be looked back on and remembered as a turning point in the way businesses communicate with their customers and prospects.

Gone will be the days of interruptive advertising – replaced by relevant and personalized content that helps us do our jobs better or satisfy issues in our homes.

It won’t come easy, and it won’t come quickly. People will want to ignore it and pretend it’s not going to impact their business. Others will actually fight against it, hoping to protect the status quo – which, while inefficient, is still safe and familiar.

Others will embrace it. They will see it as the future and want to be a part of it, working to share it with others and educating those who are challenged to see its virtue. Most of these people will have experienced it firsthand, seen its results, benefited from its true value and wondered how they ever did it differently.

What I’m talking about is the Inbound Marketing Revolution. On this Fourth of July, when we celebrate our country’s independence from tyranny, I pause to wonder: What will we celebrate as the day we stopped relying on advertising to get our message out to prospects?

With that, I give you the Declaration of Independence  not from British rule, but rather from the rules that have kept us slaves to the media conglomerates: those who have convinced us that if you want to talk to your prospects, you have to use their TV channels, printed magazines and newspapers, attend their trade shows or rent space on their walls and websites. Today could be the last day you bow down to their rule – the day you stand up to them with inbound marketing.

Here is our revised declaration:

When in the Course of human events, it becomes necessary for one people to dissolve the traditional practices that have been accepted as correct, and to assume among the powers of the earth, a new and different approach to which the Laws of Nature and of Nature's God entitle them, a decent respect to the buyer’s desires requires that they should declare the causes which impel them to the change.

We hold these truths to be self-evident, that all people want to be helped and not sold to, that they are endowed by their own abilities to make smart and safe purchase decisions, and that they are awarded with certain unalienable Rights, that among these are not to be interrupted at work or at home, to be able to view information free from ads both online and off, and to be contacted by a sales person only when they are ready and open to engaging in such a conversation.

That to secure these rights, new rules are instituted among the people, deriving their just powers from the consent of the people. That whenever any form of marketing becomes interruptive, it is the Right of the People to alter or to abolish it, and to institute a new type of marketing, laying its foundation on such principles and organizing its powers in such form as to them shall seem most likely to affect their ability to run businesses, manage their homes and achieve their dreams.

I could go on a little longer, but I hope you get the point.

The time to leave behind outdated, underperforming, interruptive sales and marketing tactics is now. Start thinking about your own buying behavior and stop executing tactics that you would never respond to yourself. Stop arguing that people don’t buy from social media or that Google’s changes really don’t affect your position on the search engines. Stop pretending that your expensive trade shows actually work or that appointment setting still gets you good, qualified leads for a reasonable investment. 10 years ago, the options might not have existed, but today, there are proven, tested, reliable and scalable inbound marketing programs for every business, big and small alike.

Declare independence from your expensive marketing budgets, and start investing your precious marketing dollars in tactics that work  ones that that are quantifiable, optimizable and perfectly aligned with how people want to be marketed and sold to in 2014.

Do it today, Independence Day!

Start Today Tip – For years, this blog has provided simple and manageable tips that you could do in one day. Today, I’m going to tell you to go big or go home. Stop everything you’re doing. Tear up your old marketing playbook and start from scratch. Cancel all your programs, pull out of all your contracts. Stop your people from working on anything old-school and start over again. Start today to create your first inbound marketing program, and you’ll be one step closer to realizing your dream of a Marketing Machine that delivers leads day in and day out.

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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.