What is the difference between inbound & outbound?

what is inbound & outbound

IT products and services are often complex and require explanation. No wonder that inbound marketing is now more successful than outbound marketing in this environment. Read here why the two marketing methods complement each other well when it comes to IT topics.

Anyone who practices holistic marketing does not insist on an "either/or" anyway. In the course of online dominance, the efficient approach of inbound marketing has become indispensable, but you lay the optimal foundation for successful marketing when you combine the best of both worlds.

These are the differences: outbound and inbound marketing.

 While outbound marketing seeks customers through outward-looking advertising - for example, cold calling, print ads, or television advertising - inbound marketing lets interested parties find the offer themselves. The aim is to create measures that attract potential customers. By the way: Inbound marketing had its origins at the beginning of the millennium when companies discovered search engine marketing for themselves. Since then, advertising banners and online advertising have only been the second choice. Because many customers are now annoyed by advertising. In addition, these methods are no longer as effective as they used to be.

Pulling instead of pushing

Because today pull marketing is in demand in contrast to classic push marketing, the objective is to transform a possibility right into a consumer. Various marketing instruments are used for this: SEO (search engine optimization), content, and social media marketing. Search Engine Optimization makes it less complicated for your possible consumers to find your content. The higher it ranks in the search engines, the more people read it. Content is the focus of an inbound campaign. Success falls and stands with his goodness. But even the best content marketing is of no use if the users don't distribute it via social media networks. If it is discussed, commented on, and disseminated, your content will attract more qualified visitors.

Also Read: Online Marketing: Make Yourself Known In The Digital Globe

Inbound marketing is built on good content.

In inbound marketing, the personal preferences of potential customers come more to the fore. They enable segmentation that determines which content the customers receive along the sales funnel. The mechanism is useful for more complex products and services. Because these offer enough material to create posts with depth, use all types of content marketing to guide visitors towards leads or customers with blogs, white papers, and e-books. Show your expert knowledge and build trust with your potential customers.

Outbound and inbound: Together, they are even stronger

You will get the greatest effect if you combine the advantages of both marketing concepts. Use outbound marketing to draw the masses' attention to products, while inbound marketing continues to generate interest in your target audience. Evaluate your resources in advance: If you have a full lead database, there is no need for an outbound marketing campaign. With inbound marketing, you can also replace some complex outbound measures. Instead of expensive TV spots, you can create the popular tutorial videos, for example. Instead of relying on costly print ads, create your own corporate blog that attracts potential customers with good content. As a replacement for time-consuming cold calling, you can build up an expert status that automatically attracts interested parties.

When the classic complements the modern

As successful as your inbound marketing campaign may be, the moment comes when classic communication in the form of personal contact is required. When is the right time for it? This is where lead scoring helps: The more interaction there is with a potential customer, the higher the interest of the lead. Define a scoring value from which you will contact the customer. Be specific when you call. Ask questions like, "You downloaded our e-book. Do you have any questions, or can we help you with a specific topic?". This will tell you how far your lead has progressed in the buying process and whether they are seriously interested in your product. Experience shows that around 50 percent of leads are not yet ready to buy. Develop efficient workflows for this group with emails full of valuable content and targeted calls. If you stay tuned, you'll make a large chunk of your leads sales-ready.

Three advantages of inbound marketing

Better focus on the target group :

Cold calls or mass emails are only partially targeted. Inbound marketing reaches potential customers who are already interested in your content or your product.

Sustainable investment :

In contrast to the display, your content remains on the web. The longer and more popular it is online, the higher the ranking. Therefore: Use your resources for good content!

Overall lower costs :

Even if a blog or a social media page is expensive because the employees who fill it with content want to be paid, outbound marketing with its expensive advertising campaigns actually requires more budget. How much inbound marketing saves depends, for example, on the quality of the workflow and content.


Inbound versus outbound is definitely not the right question if you want to win customers in the IT industry. It makes more feeling to seek the ideal connection points. Because the two marketing disciplines work perfectly together, use the synergies from both worlds!



Contact Form