Co-founder of Hub Spot, Dharmesh Shah says, the internet is great at connecting makers of left-handed monkey wrenches with left-handed plumbers around the world.
But the makers of left-handed monkey wrenches must:
- be very clear that they make left-handed monkeys wrenches
- not tell everyone about their full line of wrenches, hammers, screwdrivers and saws
- talk directly to left-handed plumbers and not be tempted to include right-handed plumbers, general contractors, the owners of hardware stores, the local handymen across America and anyone else interested in buying any household or industrial tool.
Inbound Marketing is, like the internet itself, far more efficient. Shah’s partner, Brian Halligan uses the example of eBay. Apparently the Founder started it because he wanted to expand the number of people to trade PEZ dispensers with, after he had traded with his entire rolodex.