The 2nd Elephant and 2nd Gen Marketing Automation...

Ok, this post is huge and may be painful if you’re not a huge fan of the Gartner Hype Cycle, Crossing the Chasm, Marketing Automation Tools, Inbound Marketing and marketing campaign analytics. To spare you a headache, here’s the bullets you need to know and you can decide if you want to read on.  Tom Webster asked “Is Inbound Marketing Actually Profitable or Just a Slogan.” over at Jay Baer’s blog The time is ripe to ask with new data available as part of Hubspot’s IPO, which confirms they are burning a lot of cash (like everyone else from startup to Amazon) If the Gartner Hype Cycle holds, Inbound and Social Media are overdue for a beating from the press Don’t believe the hype, effective inbound campaigns trump everything Inbound is the right message for the mass market, and will continue to be even if the press beats on it. If it gets really bad they can easily switch the message to “Best of Breed Marketing Automation” 2nd Generation Marketing Automation will be about improving campaign performance based on the data vendors have aggregated. Easy to use automation of email and social media is just the price of entry for the market Questioning inbound’s effectiveness is the 1st elephant in the room. Why so many marketing automation programs fail is the 2nd. Hubspot’s competitors won’t bash inbound because the same arguments undermine marketing automation in general. This scores an amazing combo – unique story and unbreakable defensive position Tom’s post is an excellent read with a lot of great comments, but to boil it down for you: Does a $34 million loss on $77 million of revenue after 8 years make you think that inbound marketing is not the cure-all that it’s advertised as? Inbound Marketing has run the normal hype cycle, lots...