How To Integrate Your Inbound & Outbound B2B Marketing Tactics
Posted by Chris Fell on Thu, Mar 08, 2012 @ 07:20 PM
A B2B marketers’ life is tough! Keeping up in an industry where ‘so many tactics and not enough resources’ is the constant catch cry, can be extremely challenging. When we speak to our B2B marketing clients their problems often come from having inadequate resources to implement their marketing strategy effectively. However, when we dig below the surface, it’s more about a lack of time and experience in integrating inbound and outbound marketing tactics.
What do we mean by inbound and outbound? A snippet of this infographic comparing the two explains it best:
The new age of marketing demands that marketers learn the art of integration by thinking carefully about what works best at what stage of their buyer’s journey. At the top of the funnel, inbound marketing is increasingly dominant. This is because buying lists for outbound email is expensive, inaccurate, low return, (and in some countries, even illegal). It’s much better to go where your buyers go to educate themselves. However, once you have “earned” that relationship and they move to the middle of the funnel, the style of your content and contact can change.