Here’s my observation on new business development:
There’s nothing “new” under the sun
-> Content marketing drives intent-based inbound
-> Intentional outreach drives warm follow up
Once you understand this, you can “drive demand”
or as I like to put it
“channel already existing market demand” to what you do (since demand creation is driven by culture and markets, not by us marketers and entrepreneurs)
Bonus points: you can use paid ads to accelerate the exposure of your content.
Yes, ads still work (LinkedIn is projected to generate about $7B in 2024)