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Mike Lieberman, CEO and Chief Revenue ScientistTue, Jun 17, 2014 5 min read

We Know What You Must Do To Get Leads, And You’ll Never Do It

ChallengesWith all due respect to anyone reading this article, there is no one better at helping business owners and CEOs get leads through inbound marketing than us. How do we know?

First, we see every day how our current and past clients are doing with their inbound marketing programs. We see green indicators in both website visitors and leads generated day in and day out, month over month and even year over year.

Next, if it was easy to do, everyone would be doing it, and we know you’re not. In fact, last month, a CEO with whom we have been working for years shared that our effort was worth over $3 million to her business. I’m not bragging. I’m sharing this with you because even with this track record, we still have challenges in getting clients, prospects and fellow executives to take our advice.

Finally, and perhaps most frustrating: We have been telling, showing and teaching you everything you must know to generate all of the leads you need to achieve your revenue goals – and most people still don’t do it.

So, what’s behind this human phenomenon?

The most significant challenge preventing you from getting all of the leads you need is, unfortunately, you. As a human being, you don’t want to change. Change is difficult, even when you know it's right. When something feels difficult, we tend to put it off, ignore the advice and discount it with comments like: "This won't work for my business" or "I don’t see anyone else doing this, so it must be wrong."

Also, you’ve never done it before, so you don’t exactly know what to do. Doing something for the first time takes courage and patience: courage to try something new and patience to get good at it. You are going to make mistakes. Accept the fact that it’s going to take a collection of mistakes to teach you how to use the new marketing tactics required to build a Marketing Machine for your business.

The last and perhaps most important tip I could give you today is to follow the advice of the experts. Stop doubting the marketing experts who are here to help you. Consider them in the same light as your doctor, lawyer, accountant or investment banker. If your doctor told you to stop eating fatty foods and prescribed medication to help you with your condition, you would take his advice because you trust him and his experience.

If you are going to follow the advice of an inbound expert, actually follow it. If you are retaining an inbound marketing expert to work more closely with you and your business, let him do what he's been doing successfully. It’s easy to talk about it. It’s hard to do it.

The difference between clients that see modest results and those like the woman I spoke about earlier is just one thing: She let us do what we do, and those who get modest results don’t. I can't be more blunt or, as we like to say, no fluff about it.

Today, marketing is so much different than it was five or six years ago. Everything is measurable. Everything is able to be optimized over time. Every aspect of marketing is able to be built into a repeatable and predictable methodology. If you like the sound of that, get started. If you don’t, continue to do the outbound and interruptive stuff you’ve been doing for the past 10 years. It’s all up to you.

Start Today Tip – There are so many places to start. If you're confident that you and your team are able to execute this on your own, you must begin with a plan  a strategic inbound marketing plan that lays out all aspects of what you hope to accomplish, how you plan to accomplish it, over what time frame and with what resources. With a concerted effort, you and your team could probably get the marketing strategy and plan down in about two weeks and then be ready to begin implementation. If you’re looking for additional details and guidance on this effort, the e-book below is helpful.

 5 Common Marketing Mistakes Most B2B Firms Make

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


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.