How Leaders Think with Kenny Lange
S2:E13 | How Logan Lyles Thinks About The Evolution Of Marketing to Nearbound and the "Who Economy"
Sep 27, 2023
Logan Lyles, an evangelism and content marketing expert at Teamwork.com, shares insights on the evolving landscape of marketing. He discusses the shift to Nearbound marketing and the critical role of defining your Ideal Client Profile. Lyles emphasizes the importance of trust in the 'who economy' and building partnerships for effective strategies. He also covers the benefits of co-marketing and collaboration in B2B sales, highlighting how audience feedback and short-form video can enhance trust in consumer engagement.
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Quick takeaways
- The evolution of marketing involves a shift towards Nearbound marketing, emphasizing collaboration with credible industry partners to enhance trust and reach.
- Understanding and defining the Ideal Client Profile (ICP) is crucial for effective marketing strategies, allowing businesses to tailor content and partnerships.
Deep dives
The Evolution of Marketing
Marketing has evolved significantly, moving from traditional outbound methods to inbound strategies that focus on attracting customers through valuable content. This shift was largely popularized by pioneering companies like HubSpot, which advocated for using magnets to attract rather than megaphones to blast messages. As the landscape continues to change, marketers face the challenge of standing out amidst an overwhelming amount of information, making it crucial to find new ways to connect with target audiences. The concept of 'nearbound marketing' has emerged as a potential solution, emphasizing collaboration and co-creation of content with established industry partners to enhance reach and trust.
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