There's no denying that inbound marketing is taking the business world by storm. A new wave of businesses, of all sizes, in both the B2B and B2C categories, are turning to what is proving to be the most effective form of marketing available, right now. Demand for content is on the rise - now is most definitely the age of the copywriter, graphic designer and videographer - with social media allowing the most creative and knowledgable business owners and marketers to extend their reach to previously unimaginable levels.
The world of business has most definitely changed. The effectiveness of advertising and other "push" techniques of marketing are in the basement, and digging further, with consumers (of which even the B2B world is comprised) turning far more readily to peer recommendation. The modern business therefore has a duty unto itself, to create the kind of persona and profile, both online and offline, that acts like a magnet for opportunity, when the need arises. Staying "top of mind" is no longer about being in the face of the prospect as they thumb a magazine or watch TV, but more about educating them to the extent that you become their trusted advisor. Fear not - this doesn't have to be provided through 24/7 support, but rather through provision of content (see where we're going with this?).
So to the main issue arising from adopting an inbound marketing strategy in your business ... resource. Whether it's the headcount/talent, skills and expertise, or the lack of financial investment required for outsourcing, many businesses find themselves lacking. Notwithstanding there is a huge pool of willing interns and marketing graduates out there, eager enough to take the mantle. There are also many options when it comes to automating elements of the process, using software like Hubspot, which itself commands a considerable investment, but which offers great leverage.
The pay-off, therefore, is a very common battle in business. Do you invest in the right talent, and charge them with dealing with the considerable task of manually executing your campaigns - or do you invest in the technology that allows for greater leverage, perhaps to the extent of involving your existing people.
At the end of the day, you still need trained, skilled individuals to operate the tech. Investment in software and resource will always provide the greatest chance of success, but rather than being seen as a barrier to entry, a growing number of businesses are realising that it's a necessary requirement in the digital age.