Open Letter

I started AudiencePlus in 2022 with the conviction that inbound marketing – a twenty year old playbook that has served our industry well – is no longer an effective strategy for driving revenue.

So much has changed since then.

Content formats have evolved from SEO articles to multimedia as buyer attention has become increasingly difficult to capture and retain. Paid distribution has become scrutinized as an inefficient channel by CFOs and FP&A teams. Organic social channels continue to algorithmically throttle access and distribution.

I believe that the only way to recover is to own your audience – to reduce barriers to content distribution and leverage valuable first-party data to inform marketing decisions. Software vendors in the consumer and creator industries such as Patreon, Substack, and others provide powerful examples of how this works – and now is the time that we too embrace a similar strategy in B2B marketing.