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April 1, 2014
John Jantsch The Future of Marketing Is Organizing Behavior
By John Jantsch
I made the following statement in some social channels recently - "The future of marketing is less about demand creation and more about organizing behavior."

The comment stirred quite a reaction. Many people fervently agreed while others simply wanted to know more. So, here's what I mean by that statement.

The foundation of inbound marketing is based on the notion that people need to be drawn in to your marketing funnel by way of content - that you need to be found rather than go out hunting. And, while this has proven effective, many marketers simply interpret this to mean you create more demand by creating more content. [...]

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