5 Things to Know Before Using LinkedIn for Online AdvertisingRead More
By Tomio Geron, Forbes Staff.
In both the consumer and business buying context, people are no longer responding to sales tactics like banner ads, cold calls and emails. Instead, people are searching for information on purchases on Google or blogs, or going to a company’s website. That “in-bound marketing” is where HubSpot comes in, aiming to serve up the best content and tools to draw in buyers once they hit Google or a company’s website.
Back in 2004 when we were working on a project for IntraWest, email databases were the big thing. One property, Keystone, happened to be the best at capturing email addresses by the simple act of circling that field on their form and suggesting to registrants that email is an important thing to provide. We spent a lot of effort analyzing their data and figuring out who was most likely to buy, and we found that leads who spend the most time on a website are most likely to become buyers. It's now 2013 and that process is still good but it's no longer cutting edge. Let me tell you what is.
By Jamie Dimon :