When I ran marketing for the high-growth SaaS business Incapsula, I relied heavily on inbound marketing techniques to fuel our demand generation engine. Things went swimmingly in the beginning, but then I noticed the velocity of marketing-generated leads began to slow and dip below the growth expectations for the business. What happened? I had fallen into what I call “the inbound trap.” Let me explain. Inbound marketing uses techniques that bring buyers to you. At its core is creating content … [Read more...]