I’ve been doing a deep dive into the integrated marketing management segment over the past few months. My goal has been to unravel the complex vendor landscape; to help marketers discern the capabilities of distinct vendor segments; and to help figure out what is a ‘best fit’ for their marketing organizations. (While we’re on this topic, as an update for those following this series, I DO plan to publish the final installment of my three-part series on the ‘Top 20′ platform vendors in this segment – i.e., the final ‘list’ – at some point over the next few weeks. So stay tuned.)
I have primarily focused on three ‘camps’ – demand generation, marketing automation/enterprise marketing management (EMM) and advanced customer relationship management (CRM) in my research and writing to date. My hypothesis with these camps has been that despite “… different roots, aims, legacies and constituencies, [they] are both converging on and vying for this core integration and management layer,” as I wrote in February.
Enter the fourth camp – the ‘inbound marketing’/marketing content management crowd – examples of which include new inbound marketing pure plays such as Hubspot, Magicomm, Vazt and Video Army, as well as content management stalwarts such as Crown Peak, which are evolving toward inbound marketing.
I’ll admit that when I first heard the phrase, inbound marketing, I said, ‘I don’t get it.’ In fact, I thought, ‘Wow, more confusing buzzwords.’ But I wanted to get to the bottom of this phenomenon, so I dug in, did some research, sat down a few weeks ago with Hubspot marketing VP Mike Volpe and more recently had a call with Vazt co-founder Seamus Walsh.
Now I think I get it, but I’m not sure that the phenomenon around this fourth camp is purely about inbound marketing. Dynamic and search-optimized marketing content management is a critical component and key value-add in a broader, integrated marketing context and for companies that deploy both inbound and outbound marketing. That’s why I describe this space as a dual helix of inbound marketing and marketing content management that is bound to eventually intertwine with the other camps. In fact, my conversations with Hubspot and Vazt made me think of the evolution of Marketbright, which started as a marketing content management system but has evolved into a demand generation system.
So what is inbound marketing, how is it tied to marketing content management and what does this all mean for marketers? Moreover, is this a real ecosystem of solutions, or is it merely a Hubspot phenomenon?