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The concept of inbound marketing is to provide great content to attract visitors to your site, convert them into leads, create a relationship with them, close them as customers, and then delight those customers. I have seen this methodology provide significant and powerful results across all different industries. Committing to an inbound marketing methodology, however, can require considerable manpower and time. It can also be a slow process in the beginning, which can be frustrating.
It usually takes 3-6 months to start seeing the benefits and results. So when companies are eager to get leads for their sales team during this beginning time period, purchasing email lists starts to look pretty attractive to them. Great idea, right? Think again.
This is all too common of a strategy for companies and unfortunately what tends to happen is that marketing departments waste thousands of dollars on useless leads that are cold and old.
This is an interesting debate to be had. Most Inbound marketers would agree with the points made in this post. However, if you are using small volume list purchased email followed by outbound calling, it can be a very effective strategy.