Watch Marcus Sheridan deliver the introduction to this playbook.
Let me introduce you to a few friends of mine.
Steve Sheinkopf is the CEO of Yale Appliance, a B2C kitchen and home appliance retailer, based out of Boston, Massachusetts, since 1923.
Steve turned to inbound marketing to establish his company as the No. 1 thought leader in the home appliance industry; to drive traffic, leads, and sales. But even though he was creating content and “doing inbound,” he didn’t get the results he was looking for.
Then there’s Krista Kotrla.
Krista was the CMO of Block Imaging, a B2B company that provides refurbished medical equipment to healthcare organizations.
Like Steve, Krista was excited about the principles and potential of inbound marketing. There was just one small problem – she wasn’t a subject matter expert and thus couldn’t create the content her company needed on her own.
Not giving up, she turned to her sales and leadership teams and staff engineers and asked: “Can you help me produce the content …