Inbound Marketing (Nets)
Nets are one-to-many campaigns to generate leads, with tactics like inbound marketing, in-person and online events, and online advertising.
EchoSign, HubSpot, and Marketo have all driven $100 million–plus businesses mostly through Nets.
Pros and Cons of Marketing-Generated Leads
- Pros: Often easy to generate high volumes of leads; some kinds of marketing programs are scalable; content published online can generate leads forever; highly measurable.
- Cons: The leads aren't “free”—there can be high fixed costs for generating leads (mainly time and salaries); low conversion rates, since most leads aren't a fit; usually works better at reliably generating leads at small/medium businesses than at enterprises—at least for the first few years.
Most relevant during:
PMF phase
GTM Fit phase
Scale phase
Most relevant for:
ACVs < $15K
ACVs $15K-$50K
