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Should I use inbound or outbound marketing? Where do you find the balance between outbound marketing and inbound marketing to maximize and increase the flow of leads? What should you consider when putting together a synergistic marketing mix to include both? To answer all of these questions, let's start by understanding each of the marketing techniques, their strengths and weaknesses.

What is outbound marketing?

Outgoing marketing can be described simply as a simple business exchange proposition. "Hey there, do you want to buy my thing?" is your message and your basic approach to outbound marketing. It is the oldest and most basic part of any marketing strategy, and it is also what non-marketers assume marketing is.

Telemarketing ("cold calling"), paid mail (electronically and by mail), advertising (banners, radio announcements, billboards, etc.) and even door-to-door sales door are examples of external marketing. ) and even door-to-door selling. It's about joining and attracting the prospect.

Marketing strengths abroad

Not only is it a combination of older and more sophisticated techniques, but outbound marketing generates leads almost immediately. It's not just a magic wand, but when it comes to "sealing the deal", the tools to use are those of your outbound marketing tool belt.

ROI easier to measure
Faster to show impact
Potentially customized

Weaknesses of outbound marketing

Many companies and brands love outbound marketing for its quick and easy to measure results. However, they also hate the cost and too often the reaction of the target audience, which can easily create a negative feeling towards the brand.

Intrusive
Expensive
Ineffective in itself

What is inbound marketing?

In short, the idea of inbound marketing is to create an attraction effect to attract pre-qualified prospects instead of pushing intrusive messages.

Inbound marketing activities include, among other things, email marketing, content production and promotion, social media and search engine optimization (SEO) efforts.

This method creates a type of funnel in which the prospects arrive at the top of the funnel (TOFU) and are "fed" at the bottom of the funnel with marketing messages adapted to the stage where the prospect is until 'that they are "ready" to be approached with a message intended to start the purchasing process.

Strengths of Inbound Marketing

Although it existed long before social media and even online sales, the inbound methodology has taken digital advertising by storm over the past decade. With the growing blindness of banners, excluded phone number lists and the rising cost of user attention, it is no wonder that many brands and businesses are including inbound marketing as part of their strategies.

Profitability
Discreet
Large

Weaknesses of Inbound Marketing

For B2B marketers, it is often difficult to explain the value of inbound marketing to executives who simply want to see prospects arrive and convert. This is no longer a new approach and methodology, and yet there are reasons why brands sometimes hesitate to prioritize inbound marketing activities.

Slow to show results
More difficult to measure
Impersonal

Preparing your marketing mix

Let's go back to the question we started with: what should you use - input or output? By understanding each other's strengths and weaknesses, you can see why both are necessary ingredients in your marketing mix. But how much of each, and when?

A number of variables affect the relationship between the incoming and outgoing flows of each brand, product, campaign and even of each specific transaction. The impact of some variables may be less than others, depending on your business and your product.

Transaction size

Type of product

Funnel steps

Marketing mix and match

It is not always easy to combine inbound marketing methodologies and outbound marketing techniques in your marketing mix, but it is usually worth it. By defining the right balance between inbound pull techniques and outbound push techniques, you can combine the two to create an optimized lead maturation and conversion process. It all depends on the knowledge you have of your target audience and your willingness to make the effort to meet their needs throughout the process.