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Mike Lieberman, CEO and Chief Revenue ScientistFri, Nov 14, 2014 7 min read

For Inbound Marketing Results, You Have To Be ALL IN!

All In On InboundIf you’re only partially committed to inbound marketing, you might be holding back your own results.

If you’ve ever played poker or even watched it a bit, you've likely seen people go “all in.” This move usually results in big wins.

Typically, players who go “all in” have amazing hands. They have calculated the odds of winning to be in their favor before pushing all their chips to the middle of the table.

There's an aspect of inbound that isn’t talked about much: “How far in on inbound do you need to be to get results?” Here’s what we’ve learned.

You Have To Be ALL IN!

Yes, you have to believe in your heart that inbound marketing is the only way to effectively drive leads to your business. If you still think trade shows, cold calling and direct mail hold the answer, please don’t invest one cent in inbound. If that seems harsh, consider the scenario: As your inbound program starts to roll out, if you don’t invest the time, energy, people and money required to keep it going, it’s not going to ever realize its full potential.

You have to fly without a net. If you’re maintaining those other tactics just in case inbound doesn’t work, it’s going to be a self-fulfilling prophecy. You’re going to think the increase in website visitors is from your direct mail efforts when it’s not.

If you’re having trouble leaving the old-school marketing tactics behind, just ask yourself this one simple question: Do you think people are going to revert to enjoying cold calls, all of a sudden start reading mail or give up their DVRs, spam filters and Do Not Call list? Are you?

Go all in and innovate the marketing at your company instead of doing what you’ve done for years, which clearly isn’t working.

Your Company Has To Be ALL IN!

Yes, you have to get the rest of your company to see your vision for inbound. If they don’t, it won't matter how hard you try to pull them into 2015. They are going to pull you back to 1975. I estimate that only about 5% of the marketing professionals in our country know anything about inbound.

So, there are always going to be people telling you it won't work for your company, your product, your target market and your industry. I’m telling you: They’re all wrong. It works for every business. We have the results to prove it.

If the rest of your company isn’t on board with inbound, it’s going to be too hard to sustain it, invest in it and show them the long-term improvements from inbound. You’ll be able to show them results, but it takes time, especially if you have a long sales cycle.

Get them all in, and when the company is outpacing the rest of the industry, you get to say, “I told you so.”

Your Agency Partners Have To Be ALL IN!

You could try to do it on your own, but I wouldn’t recommend that. This is new. How many inbound programs have you run successfully? One, maybe? You need someone who has executed hundreds of successful programs. You need a partner that ONLY does inbound. Why is that important? For the same reasons we’ve mentioned before. If your inbound marketing agency also does traditional PR or website design/development, which do you think it's been doing longer? Which of those practices is it better at, and which would it prefer to do for you? All of the wrong tactics.

If you don’t have an agency that's good at inbound, you’re probably going to be executing a partial program and get only partial results.

You Have To Be Patient

The best poker players sit at the table all night, waiting for the right set of cards, the right pot and the right group of players before going all in. They’re patient, waiting for the right circumstances. You have to be patient with inbound, too. It’s not going to impress you with results in the first 30 days.

What will impress you, if you’re patient enough to wait for it, is seeing what you end up with versus what you started with. Clients come to us with 300 site visits a month and, in short order, end up with 10 times that. Clients who were getting zero leads are now getting 10 leads a month. Those clients who see the opportunity and have the vision for what their program could be one day stick it out. Then, over time, they realize dramatic, predictable, scalable and repeatable results that transform their businesses.

Start Today Tip – There are so many resources for you to use to get comfortable going all in. Use these same resources to get your company to go all in. Start looking for information that makes sense to you, that aligns with your world view and that answers your questions regarding inbound. Use that information to tell the inbound story to the rest of your company. Make sure you stay connected to these sources because the world of marketing  and inbound marketing, specifically  changes much more quickly these days. How we do it today is different from how we did it earlier in the year.

How To Crack The Code To Inbound Marketing  

Square 2 Marketing – Leading The Reality Marketing And Inbound Marketing Revolutions!


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.