B2B lead generation can be divided into two main categories: Inbound Marketing and Outbound Marketing. However, these two terms mean, in a loose translation, something like “attraction marketing” and “traditional marketing” respectively.
These are two different and complementary strategies. Therefore, some questions arise: Is one more effective than the other? Can they be used simultaneously? When it comes to B2B, which one should we prioritize?
In a quick online search, we observed a lot of content emphasizing that Inbound should be the main focus of marketing teams. Even though Inbound is, in fact, an excellent tool, neglecting Outbound is a mistake that should not be made by any current marketing department.
What is the difference between Inbound and Outbound Marketing?
There are many differences between Inbound Marketing and Outbound Marketing — and we will explore them in more detail later. However, for now, let's summarize them as follows:
O Inbound Marketing aims to produce content that positions a brand in front of relevant consumers. The public discovers the brand when searching for a solution.
O Outbound Marketing aims to discover and research relevant people and start the conversation by sending messages directly to that audience.
A relatively simple way to explain the difference between the two methods is by looking at “who starts the conversation”. That is, Outbound content reaches the person directly, without them having to go back. Inbound content comes from the interested person's initiative, being discovered through searches and research.
Thus, Inbound Marketing is only triggered when the public searches for your solution and finds the content. In the case of Outbound Marketing, it is the brand that researches the public and presents the solution.
Where do you find Inbound and Outbound content?
Due to different approaches, Inbound and Outbound content are often found on different channels. See the main examples here:
Inbound Marketing Channels
- websites and blogs
- Whitepapers, e-books and other rich content
- Email newsletters
- Social media
- Online events
- Digital media
- Search Engine Optimization
Outbound Marketing Channels
- Traditional media: TV ads, radio, magazines
- Physical media: Billboards, street furniture
- Email marketing prospecting
- Display advertising (online)
- Telemarketing/cold calling
- Direct mail
- Event sponsorship
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What is Inbound Marketing in practice?
O Inbound Marketing aims to attract customers to the brand through engaging content or experiences. Content needs to offer something of value — this is extremely important! In other words, irrelevant content ends up, in the medium and long term, negatively affecting the brand. However, they can be educational, inspiring and/or fun.
This marketing strategy begins with defining the target audience and personas. Therefore, understanding these different profiles with their own characteristics and specific needs is the first step towards creating truly relevant content. This is fundamental within the strategy, because the success of this content marketing depends on knowing what your potential customers are looking for.
In addition to content aimed at each persona, you will need to create materials that attract users from different stages of the buyer's journey. Because prospects will conduct a lot of research at each stage of this journey — after all, there are countless ways to phrase a question.
It is important to note that not all users will buy your company's products and services when they access the material. Therefore, they will not become customers themselves at that time. But they can be nurtured until they are finally ready.
By creating relevant content, consistently adding value, a brand positions itself as an authority in the area. Thus, over time, it becomes a reference for the market. This way, when a prospect enters the funnel, it is easier for them to complete the journey to the end and make a purchase.
What is Outbound Marketing in practice?
O Outbound Marketing aims to deliver the marketing message directly to customers. Therefore, target audience research is vital to ensure content is successful.
The Outbound approach is more direct than the Inbound one. As? Basically in two different ways.
First, instead of creating content that is available for everyone to consume, Outbound focuses the message only on ideal customers. Furthermore, we can draw a market map identifying relevant prospects that fit this profile.
This market map will reveal the size and composition of the audience. This way, additional searches verify your contact details, so potential customers can receive messages directly.
Em second Furthermore, Outbound Marketing is also more direct in its messages. In other words, the objective is to present someone who has a solution to someone who has a problem. Or, in other words, a sales agent to a prospect.
Therefore, once this connection is made, the potential customer enters the sales funnel — the same sales funnel they would enter if they had come via Inbound Marketing.
The advantage of Outbound is that it cuts through the endless ads that we see every day on websites and other tools, delivering the message directly to the relevant people.
After all, which one is better for a B2B business?
So which works better, Inbound or Outbound? Ultimately, the answer will depend on the specific circumstances of your business.
Small businesses need to choose a channel that offers consistent lead flow and strong ROI. Furthermore, this type of prospecting can be truly transformative within a small company. And over time, it spreads its strategy across more channels — and with greater input, both financial and content.
For many brands, including medium and large companies, the best strategy is a mix of marketing channels. This way, you won't depend excessively on a single channel — which could eventually be taken offline, either by an update from Google or the channel's own algorithm, or by a law that came into force, or even by a malicious virus. .
This question should not be treated as a competition — Inbound vs. Outbound. But rather as a cooperation. The two tools are complementary and must be used simultaneously.
This way, you will harvest more ripe fruits in less time. Improve your brand awareness through content marketing, nurturing leads with email and social, and staying top of mind with sponsored remarketing ads. Then cut corners by taking a shortcut with Outbound, reaching decision makers with an introductory prospecting email.
The best strategy is one that makes good use of all the tools at your disposal. Furthermore, today we fortunately have these tools. And we also have specialized companies — marketing agencies, like Amplifica Digital — who know how to use these tools efficiently and productively.
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