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Topics Covered: <a href='/resources/search/?query=in-bound marketing'>in-bound marketing</a> | <a href='/resources/search/?query=Sales'>Sales</a> | <a href='/resources/search/?query=Marketing'>Marketing</a>
Marketing & Tech
May 9, 2016 | Matthew Cook lock
There’s no doubt that you’ve heard about inbound marketing by now. After all, it’s the talk of the town in sales and marketing at the moment. And for good reason: it’s the best marketing strategy that businesses can use today and it’s far more effective than outbound.

Need a little more convincing? Here are three undeniable reasons inbound marketing trumps outbound.

1. It’s in Sync with Today’s Consumers
Times are changing, and at the same time, so are consumers and their behaviours. Consumers no longer want to be interrupted with brand messaging. They don’t want to be cold called. They skip TV and radio ads and they immediately throw out mailed brochures. So these types of outbound tactics just aren’t reaching consumers anymore because people have learned to tune out these messages. They don’t like outbound.

Think about it: when’s the last time you heard someone say how much they enjoyed that telemarketing call that interrupted their dinner? When’s the last time you heard someone say how engaged they were in a commercial that interrupted their regular programming? Doesn’t happen, right?

Instead, inbound marketing is in sync with the way consumers shop today. And it’s a far more effective way of reaching them—through search engine optimization, through content creation, and through social media. Rather than being an annoying pest as you would be with outbound, you’re giving consumers the information they want, you’re reaching them on their channels, and you’re doing so in a helpful way, which attracts new customers to your brand. This is how they want to be marketed to and sold to today. They actually appreciate inbound.

 2. It Costs Less than Outbound

Television advertising, trade shows, billboard ads, and other outbound marketing tactics are undoubtedly costly. They all cost thousands of dollars and you only get a return on your investment while your ads are being aired, while you’re physically at the trade show, or while your ad is on that billboard. Afterwards, the leads disappear. Naturally, this isn’t the best way to manage your advertising budget.

Inbound marketing costs a whopping 62% less per lead than traditional outbound marketing.  Many of the inbound activities you take part in are free—like blogging and social media—and the others often come at a low cost. Plus, you get significantly more leads through inbound efforts because as we stated above it’s in sync with today’s consumers, which drives down your cost per leads. In addition, your efforts continue to bring in leads like a snowball rolling down a hill. They’ll keep bringing you leads weeks, months, and even years later.

Inbound’s effectiveness and efficiency will save you money. You’ll spend less and have a better overall rate of return. 

3. It’s Measureable

You take out a billboard ad but you really can’t measure how many leads you’ve received from it. TV ads, mailers, and other outbound tactics can’t be quantified either. You can only offer estimates and assumptions, but you don’t really know where people came from or what outbound techniques actually worked. There is no way to track your conversions. And this isn’t a good way to do business.

Inbound marketing, though, is rich with data. Virtually everything you do online can be tracked and measured. So you can know exactly what campaigns and what channels are converting and which ones you should stop wasting your time with. This allows you to refine your strategy in order to improve your results.

There you have it, folks. Three undeniable reasons why inbound marketing is better than outbound. Simply put, being in sync with today’s consumers, spending less on marketing, and being able to measure your results will lead to a better ROI. Isn’t it about time you ditch outbound and get on board with inbound? Beware: if you don’t, your business might not exist in five years. You’ll be left behind in the dust.

About the Author:
Matt-Cook-SalesHubMatthew has over 20 years of sales and sales management experience. He is the founder of SalesHub, an inbound marketing agency that helps companies generate leads, boost revenue, and adapt to the new way customers buy. When he’s not helping companies improve their revenue, he trains and competes in half ironman distance triathlons to “relax”.

Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article.

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