How do you actually do marketing that works in 2025?
We see it everywhere: businesses are doing marketing in all directions. A LinkedIn post here, a Google Ads campaign there, a few automated emails… and in the end, no one really knows what’s working.
The problem? Everyone is doing their own thing without communicating. It’s like a hockey team whose players have never seen the game plan: it can’t work.
Rather than multiplying actions, at Middle we focus on a structured approach built around three complementary pillars: inbound, outbound, and automation.
Start by attracting naturally
Inbound is based on a simple idea: rather than capturing people’s attention with intrusive techniques (advertising, cold calls, traditional media), you attract them by creating content that meets their needs. A blog that answers their questions, a video that helps them, or a practical guide.
A blog without usefulness or strategy is just noise. Offer relevant content, optimized for SEO, that answers real questions. That’s how you fully leverage your content strategy.
For example, a visitor discovers one of your contents via a Google search, interacts with your site, then enters an automated journey that offers other relevant resources. Every touchpoint fits into a logical progression.
But inbound also includes organic content shared on social networks: attractive visuals, informative carousels, captivating videos, or useful infographics. These formats, when well thought out and adapted to each platform, provide real added value, generate engagement, and nurture the relationship with your audience.
Go find the right people
Outbound is when you directly reach out to potential clients. This includes emails, online ads (Facebook Ads, LinkedIn Ads, TikTok, Pinterest, Google Ads, etc.) basically everything that involves taking the first step to capture attention.
But outbound also includes classic methods like television or billboards in the streets, where the advertiser speaks directly to the consumer.
Some say it’s over, that people are tired of advertising. That’s false. What annoys people is poorly done, non-personalized advertising that comes at the wrong time.
When done well, outbound can be formidable. It lets you take the lead, not wait for your audience to find you, but go meet them.
Unlike inbound, which relies on attraction, outbound gives you immediate control over the reach of your messages. You can target a wider audience, quickly test new segments, continuously generate leads, and activate business opportunities faster.
The invisible conductor
Marketing automation is much more than just sending automatic emails.
It’s a set of tools and strategies that allow you to segment your contact base, target each person with relevant messages based on their behavior (clicks, pages visited, forms filled, etc.), and automate actions according to their engagement level.
Concretely, you can send personalized email sequences at the right times, automatically follow up inactive clients, or alert your sales team when a contact shows strong interest signals.
It’s like having a personal assistant who never sleeps.
Platforms like Lemlist, Apollo, HubSpot, or ActiveCampaign now allow you to orchestrate these campaigns with impressive precision.
Without automation, you spend your time doing repetitive tasks instead of thinking about your strategy. With it, you can focus on what really matters: creating value for your prospects.
But automation without strategy is like having a luxury car without knowing how to drive. First, you have to know where you want to go.
Want to set up effective automation tailored to your goals? Contact us to build a winning strategy together.
Why does this matter now?
In 2025, there is so much noise everywhere that people have to protect their focus for content that is truly relevant and captures their full attention.
The brands that win are those that tell a coherent story, that truly accompany their customers instead of bombarding them with random messages.
It’s not magic, it’s logic. If everything you do goes in the same direction, you have a better chance of reaching your goals.
