A Brief Comparison of Inbound and Outbound Marketing Strategies

B2B customers research and analyze a lot of factors before they finalize the business related decisions. As a result, marketing guys need to capture their attention in various phases of their research. This concept of reaching out to the buyers through various media is termed as outbound marketing. Companies that are establishing themselves in the market and those who are looking out for new sales avenues and customers also need to adopt strategies for outbound marketing. Inbound marketing on the other hand is the process to attract your customers to your domain and website and offer them the solutions of their interests and benefits. These customers can be targeted by optimizing your website through SEO, creating user friendly content on blogs, and interacting with customers through various channels of marketing.

In case of inbound strategies like website marketing, the process gets initiated at a slow pace and takes time to develop. The website or blog traffic builds up slowly and the returns are long term. In case of outbound strategies like ads or campaigns, customers are too well researched and hence are not very keen on being pursued.

The trends related to inbound marketing are getting rapidly evolved and one needs to keep oneself updated constantly. Similarly, lead conversion and lead nurturing also require consistent efforts in these cases. In case of outbound trends, a campaign may generate quite a number of leads, but very few of them are prospective enough to get converted. Thus the number may not indicate the quality of leads. There are similar challenges involved in the process of outbound marketing as well.

There is a difference in which the automation features function for inbound and outbound marketing. In inbound marketing the automation tools work on features like optimization of content and analytics for page rank, keywords and many other features. They may also have some outbound trends like notification emails that are sent out to customers. In outbound marketing, the automation tools work on nurturing leads, profiling prospects and so on. They may involve some inbound aspects like lead capture, web analytics and so on.

Overall, the strategies for inbound and outbound marketing are equally challenging. Both have their own challenges, conventional and innovative methods and their own limitations. Both the marketing strategies are essential for B2B marketing organizations at some point of their progress. What is important is to understand the need of the type of marketing strategy and looking into the implementation at any stage. Similarly, automation can be combined with both the strategies in various ways just to make them better. The solutions that are provided by the automation in each case are different and the users should understand the applicability and take complete advantage of the features.

If you are looking into third party vendors offering the services and solutions, then you need to research into this area. Your budget, requirements, the price that they offer and the type of services that you get in all these parameters is very significant.