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Has Outbound Been Replaced? Debunking the Myth That Inbound Marketing is the Only Way to Go in the Digital Age

Inbound marketing concept backgroundIn the digital world, with complex web technology and hyper-automated marketing, the illusion has been created that inbound marketing has all but replaced outbound efforts in B2B lead generation. But statistics clearly show that a majority of companies are balancing inbound and outbound efforts. A recent Act-On/Demand Metric survey of 130 companies shows that 84 percent of B2B marketers agreed that inbound and outbound tactics used together drive business—and it’s certainly not a case of inbound only. Website visitor tracking firm Clickback not only agrees with this approach, but offers a highly unique solution to assist it.

Companies today clearly understand this—outbound marketing generates 43 percent of a B2B company’s annual revenue, while inbound produces 41 percent, the Act-On survey found. B2B marketers also spend slightly more on outbound—48 percent of annual budget—as compared with 44 percent spent on inbound. The lion’s share of marketers (82%) say their online and offline marketing tactics are partly or entirely integrated, a recent Regalix study found.

Contributing to the myth that inbound has replaced outbound is the fact that inbound marketing has become extremely effective. Offerings such as ebooks, webinars and videos made through company web sites, as well as through social media channels such as LinkedIn, Twitter, Facebook and Quora, are highly effective at drawing leads.

“Inbound marketing technology has achieved amazing heights, even for us, no question,” said Kyle Tkachuk, CEO of Clickback, in a news release. “But inbound marketing can have a long runway to results, whereas outbound results are more immediate. If a company wants to grow revenue by 30% or more within the year, working inbound and outbound in tandem is the only real solution.”

Outbound marketing methods often include sending emails to inquire about services that are needed. In fact, in a study which asked consumers about an effective way for a company to attract a person’s business, 53.5% responded with the desire to receive mail with offers and discounts, Business 2 Community reported.

Of course, lead definition is an important part of deciding on lead strategies, and according to another study from CustomerThink, it appears that over half of marketers have not defined the criteria for a qualified lead. An additional 8% are “not sure” whether the marketing team is in charge of such leads. This is an odd statistic, given the number of tools that exist today to facilitate lead qualification. Such qualification enables sales and marketing teams to focus on individuals who are most likely to buy.

Source: PRWeb; edited by Richard Carufel

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