I'm back with another solo episode.
But this time, I'm peeling back so many layers of the marketing onion — it'll make you want to cry. 🧅😭
I'm laying out the framework and first principles you need to market further and faster. 🏃♂️
In today's episode, you’ll learn:
→ The underlying theme that drives Nearbound marketing
→ Why outbound and inbound are no longer working
→ Why you need to use Nearbound tactics to market in today's economy
Zoom out — just a little bit
In today's landscape, you need to zoom out a bit.
10 years ago, marketing was ruled by data and martech automation.
But customers are sick of being sold and marketed to. 🤮
Jared Fuller outlined the problem in his PartnerHacker Manifesto,
Data helped us automate and create efficiencies. Data helped us find, track, and target customers. But we're now awash in data and customers are exhausted by being served up algorithmically-determined content and crammed into impersonal funnels.
We can't just look at our company, our magnet, and our prospect.
We need to look at the market as a whole.
Instead of just building a bigger magnet to attract customers, we need to take a new approach.
In this new economy, we need to start thinking about "Who" instead of "How."
Who are your prospects attracted to? They're not attracted to more SEO-optimized drivel.
Your customers are craving trust. They want to buy from real people. 👋
So give 'em what they want!
Start making authentic content with people your customers already trust.
Here's the 5-step framework to surround your prospects:
Watch or listen to the full episode
I hope this episode brought you a ton of value.
This is a framework that I've been thinking about for a while now.
As marketers, we need to be open to change. We need to look at marketing through different lenses from time to time.
Our old inbound tactics aren't working like they used to.
We need to pave a new path forward by surrounding our customers with a Nearbound motion.
I'm looking forward to a marketing future that is more human, less spammy, and more fun!
Talk to you next week.
P.S. If you want to, share the episode with your teammates and stakeholders!