Inbound Marketing vs. Outbound Marketing

INBOUND VS. OUTBOUNDMARKETING

The Content Squad Training Webinar SeriesJanuary 26, 2012

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Thursday, January 26, 12

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OUTBOUND MARKETING

The strategy of pushing a message out far and wide hoping it resonates. Advertising to the many in hopes of persuading the few.


• More than ¾ of all US adults are online.

• One third of US consumers spend >3 hours online every day.

• 52% of adults in our country are on Facebook

• 93% of marketers use social media for business

• 10.3 billion searches are made on Google every month

• 78% of internet users search for products and services online


““The internet has turned what used to be a controlled, one-way message into a real-time dialogue with millions.”

~Danielle Sacks, in Fast Company magazine


OUTBOUND MARKETING

• Print Advertising

• Television Advertising

• Radio Advertising

• Cold Calling

• Trade Shows

• Email Blasts


CHANGING (CHANGED?) WORLD

• 300,000,000 US Citizens

• 200,000,000 are on the FTC do not call list

• 86% of people say they have skipped or fast-forwarded through TV ad

• 44% of direct mail is never opened

• In 2010, there was a 46% decline in trade show spending

• 84% of adults age 25-34 have left a website because of intrusive or irrelevant advertising


“Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in and be what people are interested in.”

~ Craig Davis (Chief Creative Officer, world’s 4th largest ad agency)


INBOUND MARKETING

Any marketing tactic that relies "on earning people’s interest instead of buying it."

(Source: Wikipedia)


Inbound marketing is about creating and delivering relevant, remarkable, anticipated messages to people who actually want to get them.


CREATING CONTENT

• 1/3 of US companies use blogs for marketing purposes

• Companies that blog get 55% more website visitors


69%

60% 60%

49%

40% 32%

24% 22% 15%

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B2B marketers are shifting their budgets !toward inbound marketing.

“I WILL INCREASE MY INVESTMENT IN THIS MARKETING TACTIC THIS YEAR.”

SOURCE: MARKETINGSHERPA, OCTOBER 2010

INBOUND OUTBOUND


More than half of marketers increased !their inbound marketing budget in 2011.

15 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011

54%

35%

11%

INCREASED BUDGET NO CHANGE DECREASED BUDGET


The average budget spent !on company blogs !& social media has nearly !doubled in two years.

16 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011

9%

17%

2009 2011

“THE PORTION OF MY MARKETING BUDGET ALLOCATED TO SOCIAL MEDIA & OUR COMPANY BLOG IS...”



18

Inbound marketing costs 62% less "per lead than traditional, outbound marketing.

INBOUND: AVG COST/LEAD: $143

SOURCE: HUBSPOT, 2011

OUTBOUND: AVG COST/LEAD: $373


Inbound marketing tactics !don’t just generate leads. !They generate revenue.

“OUR COMPANY HAS ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.”

SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011

57% 57%

48%

42%

COMPANY BLOG LINKEDIN FACEBOOK TWITTER

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3 out of 4 inbound marketing channels cost less than !any outbound channel.


55%

47%

39% 36%

33%

27%

19%

BLOGS SOCIAL MEDIA SEO TELEMARKETING DIRECT MAIL PPC TRADE SHOWS

INBOUND OUTBOUND

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“THIS LEAD-GEN TACTIC IS BELOW AVERAGE COST.”


Outbound marketing costs more.


47%

29% 27%

21%

13% 13%

9%

TRADE SHOWS PPC DIRECT MAIL TELEMARKETING SEO SOCIAL MEDIA BLOGS

INBOUND OUTBOUND

“THIS LEAD-GEN TACTIC IS ABOVE AVERAGE COST.”

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• 67% of B2C companies and 41% of B2B companies have acquired a customer through Facebook

• 57% of businesses have acquired a customer through their company blog

• 42% have acquired a customer through Twitter



Inbound Marketing vs. Outbound Marketing

Documents

Inbound Marketing vs. Outbound Marketing