The Inbound Marketing Effectiveness Report revealed that the same number of marketers believe outbound and inbound marketing are the best ways for lead generation, while 13% said they delivered on leads equally.
According to HubSpot, 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. However, focusing only on inbound marketing is not enough for generating leads, and marketers need to invest enough time for outbound marketing initiatives as well. B2B companies need to strike the right balance between inbound and outbound marketing.
Focus on getting the content recognized
Premium level content helps brands drive inbound interest. However, it is quite expensive requires a lot of resources, and the chances of getting noticed by the targeted audience are not guaranteed.
Instead of focusing on quantity, shift the efforts to the quality of content and deliver unique content that can be promoted. Marketers can consider pushing their content to target prospects and leads to supplement the existing inbound efforts. It helps in generating quality leads much faster and also provides additional coverage in areas where you may lack inbound interest.
Attract and identifying the right prospects
Look beyond getting the right people to the site and learn about their demographics. Converting anonymous website visitors into leads is one of the most challenging parts of inbound marketing. As per WordStream, the average inbound conversion rate for B2B is around 3% (WordStream). In such cases, marketers need to shift the focus to outbound marketing as it offers control over who to target. It also gives an ability to reach the right prospects from companies that are more likely to become a customer.
With this approach, marketers can focus their efforts on the right audience and also minimize the time sorting through unqualified inbound leads.
Reaching the right buying teams
If marketers rely solely on inbound leads, it will limit their visibility into the entire buyer’s journey. It may also not cover key decision makers who are part of the final purchase. According to CEB, on average, around seven people are involved in the buying process. Outbound marketing is necessary, even at the beginning of the buyer’s journey. The sales team needs to know who the buyers are and what they are researching to grab the deals. Marketers need to consolidate their marketing efforts by making inbound traffic more valuable and employ a strategic outbound approach.
Inbound and outbound strategies can work in tandem to bring in leads and close sales.