Mar 12 2012

Outbound vs. Inbound Marketing: 3 Findings From HubSpot’s Survey

Category: internet marketingTom Shivers


The folks over at HubSpot surveyed nearly 1000 marketing professionals in January 2012 and found some interesting things about inbound and outbound marketing.

Just so you know outbound marketing refers to marketing designed to interrupt and push prospects so you can sell them: trade shows, direct mail, telemarketing, etc.

Inbound marketing refers to marketing designed to interest prospects who are more qualified, pull them toward a business and allow them to make contact when they are ready: social media, SEO, blogging, content marketing, etc.

1. The survey revealed that inbound marketing consistently delivers a much lower cost per lead than outbound marketing.

2. Inbound marketing channels produce higher quality leads.

In fact, SEO leads have a 14.6% close rate, while outbound sourced leads have a 1.7% close rate. That means SEO leads are 8 times more likely to close than outbound sourced leads.

3. There’s a direct correlation between blog post frequency and new customers acquired.

Get HubSpot’s full report: The State of Inbound Marketing 2012.

You now know what works today in terms of marketing that produces leads and new customers. But, I still meet business owners who grew their business years ago with outbound marketing and yet they can’t seem to make the transition to what works today.

When inbound marketing first emerged the fear was, “What if it doesn’t work?” Today, it’s crystal clear that inbound marketing works, but the fear is “It costs too much.”

No, my friend, it doesn’t cost too much. Perhaps you haven’t found a marketing partner who is ethically motivated to turn your marketing around and make it profitable.

Shall I explain what motivates me to do inbound marketing for my clients?

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