There is a lot of confusion on which is the best approach. We know there are sales and marketing strategies. But they should work together just as the beginning, when both were part of the same team called the commercial team. If you don't have a clear strategy through a well-defined process, you might get confused and use some tactics that are part of a puzzle, as if they were the real strategy, and you would start investing in campaigns with no results. This will lead the company to waste vast amounts of money and time with a low return on your investment. You will not be able to see your complete marketing funnel and forecast become a real outcome. Utilizing undefined marketing tactics will become a strategy based on hope and illusion rather than facts and data.
This is extremely dangerous because you will end up believing that marketing and digital marketing campaigns do not work for your company. After that point, you will continue repeating the same pattern which will yield the same results. As a result, your company will not progress, and with time, it will become obsolete. Therefore, you need a plan with a methodology and a process. We have found in our experience that the process that brings the most success in relation to new marketing and digital tactics for B2B lead generation is the Inbound Methodology.