Hubspot has spent the last several years promoting “inbound marketing” and vilifying “interruption marketing” (their catch-all phrase for magazine ads, billboards, TV ads, email marketing, telemarketing, pushy salespeople at WalMart and just about every form of traditional marketing).
All this preaching has resulted in an exalted position for Hubspot in the marketing automation pantheon. After all, how can anyone dislike a company that seems to be saying that TV commercials are annoying?
For the record, I have always found Hubspot’s position to be a bit disingenuous. For a long time now, I have been getting a daily email from them about some thing or the other. How is that not interruption marketing?
Now we have the spectacle of Hubspot rolling out e-mail marketing and other evil weapons of interruption marketing (Webinar: “An Insider’s Sneak Peek into HubSpot’s New Email Marketing & Lead Nurturing Software”). This feels a lot like Mitt Romney explaining why ObamaCare is bad and the essentially identical RomneyCare is good.
While no one can deny the value of having great content, the dangers of a pure inbound marketing strategy have become painfully clear to many small companies.
An article in yesterday’s Wall Street Journal (“As Google Tweaks Searches, Some Get Lost in the Web”) details the devastating impact of Google’s notorious algorithm changes on small companies that rely solely on being found in Google search results.
As with all things, a balanced approach free of doctrinaire pronouncements works best.