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Inbound marketing makes the biggest impact on sales margins

Advertising can be an expensive endeavor, especially for a small business. TV spots can be costly and offer only a small window of opportunity to make new impressions, and direct mail can cost significant amounts of money to execute well. This has caused many B2B marketing professionals to rethink how they reach out and engage with prospects, and many have found inbound marketing to be the most successful method.

Outbound marketing, or as some experts would call it, interruption marketing, is designed to bombard consumers with information, hoping to capitalize on spontaneous shopping urges. Inbound, on the other hand, uses content and high-quality sales tactics to provide organic online shoppers with information they need to make educated shopping decisions. What's more, inbound marketing costs 61 percent less per lead than traditional, outbound efforts, Hubspot reports.

It's important to leverage lead generation tactics that work. TV commercials are no longer the driving force behind sales, as 86 percent of people skip the promotional spots, reports the source. In addition to TV falling in influence, Hubspot found that 44 percent of direct mail is never opened. These types of promotional engagements can help improve brand recognition, but marketers who want to close actual sales need innovative solutions like content marketing to resonate in buyers.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.