In a recent interactive poll for B2B marketing magazine, 80% of it's readers voted "Yes" to the question "Should B2B be focusing all it's efforts on 'pull' marketing (otherwise known as 'outside-in' marketing) therefore turning its back on 'push' marketing techniques (known as 'inside-out')?"

I find that staggering!

80% of B2B marketers think they should be focusing all their efforts on 'pull' marketing.

Whilst I'm not surprised to find myself in the minority with all the buzz and hype around how on-line and social media has changed the B2B landscape, I still find it amazing that so many B2B marketers are prepared to throw out proven push marketing tactics such as DM and telemarketing.

I totally agree that the landscape has changed, and that returns on some traditional direct marketing tactics are falling, but equally, many of the stars of 'pull' marketing, such as social media, still have to deliver tangible and robust ROI.

Like many things in life, it's seldom a "either-or" choice; it's about how you choose the best of all available options to deliver the results you need.

Labels: b2b marketing, push marketing, social media