CEO of Ramper, he brings an insight into the two tactics and how they should be applied according to each segment.
What is the best marketing strategy for your business: outbound or inbound? This is a question commonly asked by professionals from a wide range of industries. There is no definitive answer, and it will vary depending on the industry. Both methods assume different ways of working on a company's marketing strategies. While inbound seeks to capture new customers reactively, usually attracting them through content, outbound does so actively, with the supplier company creating its customer profiles and reaching out to them. Nowadays, the rhetoric about choosing one or the other is outdated and the way forward is to develop a kind of symbiotic relationship between inbound and outbound marketing tactics in order to create an even stronger overall marketing strategy.
Conceptually, inbound assumes a strategy that consists of tunisia whatsapp data attracting customers by using content as a bargaining chip for the lead to enter the company's universe. By providing data so that the organization can talk to them, the consumer establishes a contact journey that can culminate in a sale.
When the concept of inbound first emerged, there was what was understood as “old outbound”. Everything that was done in an interruptive manner fell under the umbrella of outbound, for example: advertising, paid media, billboards and telemarketing. In short, everything that had a negative connotation was linked to outbound and only inbound was seen as the appropriate and intelligent strategy. Over the years, this concept changed with the advent of outbound 2.0, also known as digital outbound.
The truth is that there is an efficient way to do outbound for B2B companies, which does not necessarily involve telemarketing and similar methods. There is a method that uses practices similar to inbound. Instead of being reactive, waiting for the customer to come to the company, the sales team goes to the consumer. This is the current market scenario: inbound and outbound together as an indispensable pillar of the digital strategy for B2B companies to attract customers.
How to define the best strategy?
If you operate in a more mass market, the inbound strategy tends to work better. This is not a rule; it can vary from company to company, but if you want volume, it tends to be better. Inbound is what they say in the metaphor is “fishing with a net,” while outbound is less efficient for volume. It is more efficient for you to be able to hit the target you want. It is the difference between fishing with a net and fishing with a harpoon. Both are efficient, but for different purposes.
Some companies are essentially more inbound and others are more outbound. Again, without laying down rules, but, normally, those who have more complex sales and sell things with a higher average ticket, that is, sell something with a higher added value, go the outbound route. Those who sell lower added value and focus more on volume go more along the inbound route.
When inbound first emerged, it declared its main enemy to be the old outbound I mentioned, which ended up creating an aversion in the market. People were adamant when asking which tactic was the best and which one should be used in their company. Now that the market is more mature and educated, we can consider that we have overcome this phase. I think it is a naive view to look for which method is “better” or “worse,” but rather what is most coherent for each company. Some organizations will do better with one, others will do better with the other. I would say that most will do a bit of both.