Poker players go all-in for one of two reasons: Either their hand rocks and they know the pot is theirs or it stinks and they want to scare everyone else into folding.
When done right, the payoff is big, but it takes confidence, timing, and the will to actually take a chance with your chips even when you can’t be sure it’ll pay off.
The same is true with inbound. Just like sitting around the poker table, it’s hard to win big by playing it safe with little bets here and there. Winners see opportunities and make big, smart moves.
When companies ask “how much inbound” they have to do to see results, the answer usually leaves them a little dizzy. While we all wish pouring ourselves into one awesome blog post a month is all it takes to start making hay online, doing a “little bit” of inbound is like playing it safe at the poker table––you might do okay, but you’ll never win big.