The epitome of marketing, according to Peter Drucker, inbound marketing is perhaps the least understood subdivision of marketing. In fact, it’s so poorly understood that many modern marketers have started to misuse the term — using it specifically as a synonym for Internet marketing or generally as an antonym for outbound marketing. This couldn’t be farther from the truth; in fact, Internet marketing is just a particular instance of outbound marketing.
If you are in a product management role for a company selling technology equipment into the enterprise, then in today’s economy you are likely facing serious questions over top-line growth. One way to improve top-line growth is to expand into an adjacent market. An adjacent market might be an adjacent product category, an adjacent geography, or, if you think you sell to The Enterprise, a different size of business — in this case, the SMB (Small and Medium-sized Business).