Inbound Marketing (Nets)

Jason M. Lemkin

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Aaron Ross

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Inbound Marketing (Nets)

Nets are one-to-many campaigns to generate leads, with tactics like inbound marketing, in-person and online events, and online advertising.

EchoSign, HubSpot, and Marketo have all driven $100 million–plus businesses mostly through Nets.

Pros and Cons of Marketing-Generated Leads

  • Pros: Often easy to generate high volumes of leads; some kinds of marketing programs are scalable; content published online can generate leads forever; highly measurable.
  • Cons: The leads aren't “free”—there can be high fixed costs for generating leads (mainly time and salaries); low conversion rates, since most leads aren't a fit; usually works better at reliably generating leads at small/medium businesses than at enterprises—at least for the first few years.

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