A lot of debate is centered around inbound vs outbound sales and which tactic is more effective in helping achieve marketing goals. While each of them has its own merits, studies show you can get the best results by combining these two tactics. According to a benchmark report, 84 percent of marketers agree that a synergy between outbound and inbound strategies drives business results.
What are inbound and outbound sales?
HubSpot describes outbound marketing as a technique firms use to attract the public with the hopes of getting feedback. Being a traditional sales strategy, outbound sales is mainly based on publicity to generate more sales.
Inbound marketing is all about creating custom communication to “pull” audiences. When comparing inbound vs outbound sales, it is clear that they adopt different approaches.
A synergistic strategy combines the best of both inbound and outbound marketing tactics. This helps maximize the advantages while negating their weaknesses. Here are four reasons why these two are synergistic strategies.
Four reasons why inbound and outbound sales are synergistic strategies
Inbound attracts and outbound closes
Inbound marketing is great at attracting the right potential consumers. In fact, HubSpot research shows inbound sales practices generate 54 percent more leads than outbound strategies. From videos, content to social media, inbound tactics draw in the target audience.
Through regular exposure to custom content, these audiences move up through the sales funnel, and the brand’s relationship with these audiences grows. At this point, outbound tactics are necessary to close deals. For instance, you can pull in the right audience with blog posts (inbound tactic) that includes a CTA (call to action) to download a whitepaper by providing an email address.
Once you build a database of email addresses of subscribers, you can further engage them by sending personalized email messages or cold calls (outbound strategies).
Outbound helps you determine which inbound tactic to use
There are many ways brands can buy lists of potential targets who share demographic characteristics, job titles, or purchase behavior.
These outbound marketing strategies give you the data required to make targeted marketing efforts. Study the numbers to understand your buyers’ journey. For instance, you can use the list to study:
- What search queries/keywords these target buyers are using?
- What kind of content/platform enjoys the most engagement?
- What information are they seeking?
Using both quantitative and qualitative data, you can fine-tune buyer personas while creating personalized inbound sales tactics.
Use outbound to promote inbound and vice versa
While compelling content (inbound) helps you attract qualified leads online, it is effective only when people actually read it. Outbound tactics such as cold outbound emails, print ads, and multiple media ads can be used to promote your content to a wider audience.
Marketing events are popular outbound marketing tactics. Incorporating inbound marketing will bolster the success of these events. Some ways to incorporate inbound to boost your events include:
- Promoting the event on social media before, after, and during the event.
- Encouraging people who visit your booth at the event to sign up for a newsletter or more information that helps create targeted email messages.
- Engage your contacts with a follow-up email with links to other relevant content.
Outbound strategies boost organic website traffic
According to a recent study, PPC (pay per click) ads – an outbound tactic – generate 50 percent more conversion than organic advertising. Similarly, other outbound tactics such as social media ads and personalized email marketing messages are effective in driving organic traffic to websites.
Combining inbound and outbound helps create segmented email campaigns that can boost sales revenue by as much as 760 percent.
To get the best results, the debate has to move on from inbound vs outbound sales and silos to a blended approach. Augmenting inbound with outbound is the perfect way to realize your marketing goals.
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