Deconstructing Content Marketing [Deep Dive]

Before the SaaS revolution, software companies used to be incredibly sales-driven, and the processes they focused on were plain old-school. Sales teams used to entertain every single feature request without truly understanding a prospect’s “job story” or any background on their business. The Michelin Guide was devised by a French tyre company as a marketing tactic to sell tyres, which ultimately became a marketing gimmick that the company used for many decades to come. Inbound marketing has inspired hundreds of thousands of marketers and businesses since 2012.