The inbound vs outbound marketing debate has burned more budget than almost any other in B2B, mostly because it is framed as a choice. It is not. Inbound and outbound do different jobs, and the teams that win treat the outbound vs inbound marketing question as a portfolio decision rather than a loyalty test. Inbound…
Pipeline problems are almost always prospecting problems. When deals dry up, it is usually because the top of the funnel went quiet weeks earlier. Consistent b2b prospecting is the antidote: a steady, disciplined habit of starting new conversations so there is always something maturing behind today’s deals. The myth is that buyers do not want…
Cold calling gets written off more than any other outbound tactic, and the data keeps refusing to cooperate with its obituary. Cognism’s State of Cold Calling report found the average success rate climbing back toward the high twos, while targeted teams book meetings at more than four times that. The phone is not dead. Lazy…
Cold email is the most scalable outbound channel and the easiest to ruin. Done well, cold email outreach books meetings at a low cost per touch. Done badly, it torches your domain reputation and lands you in spam folders for months. The difference is not luck. It is the combination of clean deliverability, tight targeting,…
When the 1920’s saw the first radio, experts thought it would be the death of newspapers, until television went on to surpass radio. And after all was said and done, now experts are making the claim that inbound marketing strategies are replacing outbound. But as we’re seeing, marketers are learning the benefits of integrating both…
Both as marketers and consumers of marketing, we are constantly inundated with imagery and messaging. According to the latest research, it takes outbound marketing teams as many as 21 or more touches to get the attention of potential prospects. This number has risen rapidly in the past decade and, with the growth of mobile- and…
Most marketers now focus the vast majority of their efforts on digital marketing strategies like paid advertising, search engine optimization (SEO), content marketing, social media marketing, and more. Ask a handful of marketers which method they favor, and you will get answers both in favor of inbound marketing and others in favor of outbound marketing….
