IBM's famous FUD - Fear, Uncertainty and Doubt - was an effective marketing strategy in the 70s and 80s. It revolved around the idea that you could not be fired for buying an IBM solution, but your chances were high if your project failed because you bought one of the competition's obviously lesser products. No single company in the Inbound Marketing or Marketing Automation space has achieved that kind of dominance yet, so none of us can practice FUD successfully. But we can learn to deal with the natural fears and concerns our prospects experience when faced with changing the way they market and sell their solutions. Read on for what these typically are and how to respond.
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