Going From Impossible to Inevitable: A Case Study on Inbound Marketing
Startups are hard. In fact, in the beginning, it can seem nearly impossible. But startups are exciting. There’s nothing like the prospect of building something that can change the world. That will keep you going, and when you reach a certain point, your success goes from impossible to inevitable. Aaron Ross and Jason Lemkin know a thing or two about this. They’ve both been successful operators, but both consult countless companies, and they’ve written a book whose title says it all: From Impossible to Inevitable. Aaron recently swung by the Engagio office, and I couldn’t pass up the opportunity to do a quick vlog. Aaron and Jason just released a revised and updated version of the book, which contains a lot of new ideas and all new case studies. So, we decided to chat about one of those case studies – how inbound has changed in the last 10 years. Yes, it’s the story of how Jon Miller did inbound in the early days at Marketo versus how we’re doing it at Engagio. Here’s my conversation with Aaron. Enjoy!