[Video] Inbound vs. Outbound Marketing—Which Is the Ultimate Approach?



Posted: September 4, 2015 | Demand Generation

One of the most common questions swirling inside the mind of the modern marketer is:

Which marketing strategy will yield better results—inbound or outbound?

Knowing the answer to this question—and how to effectively apply the answer to your organization—is crucial for developing a strong marketing strategy, leading to more customers and more revenue (yes, please).

In order to answer this question, let’s first make sure we’re on the same page by defining each method:

Inbound Marketing

Inbound marketing refers to unpaid marketing tactics that build trust and preference with potential customers before they are in the buying process. This means grabbing people’s attention through social media, compelling content, thought-provoking webinars, and strategic search engine optimization, all which serve to drive them to your website and brand as a whole. These measures increase the likelihood that customers will eventually select your brand when they are ready to purchase since they remember it and feel a connection to it. Therefore, ongoing inbound marketing tactics help to keep your brand top-of-mind, from initial awareness all the way to purchase, no matter how long that timeline may be.

Outbound Marketing

Outbound marketing, on the other hand, includes any paid marketing tactics—both online and offline—that directly function to acquire new customers. It includes everything from pay-per-click (PPC) advertising to trade shows to print advertising in publications. If you pay for it, it’s outbound marketing.

They both sound pretty good, right? So, which is the ultimate approach?

You’ve got it—it’s a healthy combination of both. Why? Inbound drives organic engagement and attracts leads, while outbound helps you target specific prospects more accurately. These approaches work well in both B2B and consumer marketing, covering the entire length of the lead funnel and the customer journey, respectively.

For a quick, snackable synopsis of these two marketing methods and why using both is the way to go, check out (and share!) our latest video blog:

What’s your take on the combining of inbound and outbound marketing tactics? Let’s start a discussion in the comments section below!

Sesame Mish is a part of the Content Marketing team at Marketo. She is also pursuing an M.S. in Integrated Marketing Communications at Northwestern University. In her spare time, she loves to play volleyball, spend time with family, do volunteer work, and root for her favorite team, the San Francisco Giants!

Read Sesame's Blogs

Two is better than one: Why #inbound & #outbound marketing work better in unison

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