Inbound & Outbound MarketingActivate A Balanced Approach to Marketing
KEVIN BOBOWSKIChief Marketing Officer
THE NEW BUYER’S JOURNEY
78% of consumers start the buying process with a web search.
50% turn to social media and peer reviews to influence their buying decisions.Source: Demand Gen Report
Even Business Buyers are Digitally Savvy
93% prefer to buy online once they decide what they want
74% of B2B buyers find that buying from a website is more convenient.
53% of buyers prefer gathering information online themselvesSource: "Death of A (B2B) Salesman", Forrester Research, Inc., April 13, 2015
New Challenges for Marketers
50% of leads are qualified, but are not yet ready to buy.
Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost.
Source: Demand Gen Report
Source: Forrester Research
Is Marketing Still Relevant at Your Company?
Becoming Relevant Again
Brand Building and Social Marketing
Getting and Retaining Mindshare
BRAND
Demand Generation & Lead Acquisition
Inbound & Outbound, Working
Together
DEMAND
Customer and Partner Marketing
Generating Advocacy and Reducing Churn
EXPAND
THE CUSTOMER EXPERIENCE
TOP INBOUND MARKETING TACTICS IN USE
• Social media - 82% • SEO (organic) - 82% • Blogging - 60% • PPC - 41% • 3rd Party - 20% • Other tactics - 13%
Source: Demand Metric Research Report
Are leads dead?
B2B companies market to, sell to, and service, accounts – not leads.
[B2B]Putting the “B” back into B2B
Marketing
Go old school with your Go-To-Market Strategy
1. 2. 3. 4.How will you
win?Where is
your target
market?
What’s your ideal
customer profile?
Who is your
buyer? Influencer
?
TOP OUTBOUND MARKETING TACTICS IN USE• Email Marketing - 90% • Tradeshows/Conferences - 62% • Press Releases/Media Relations 61% • Webinars/Virtual Events - 52% • Direct Mail - 33%• Print/Radio/Billboard Ads - 25% • Other Tactics - 14%
Source: Demand Metric Research Report
What Does the Data Say About Inbound & Outbound Marketing?
Source: Demand Metric Research Report
Most marketers
(84%) say both inbound and
outbound drive the business.
Inbound vs. Outbound –
Percentage of Budget Allocation
The percentage of budget allocated is
slightly more for outbound marketing (48%) over inbound
marketing (44%)Source: Demand Metric Research Report
Inbound and outbound tactics are generating
almost equal amounts of
leads.Source: Demand Metric Research Report
The percentage of total revenue attributed to
inbound (41%) and outbound
(43%) is roughly equal
Inbound vs. Outbound –
Percentage of Revenue Attribution
Source: Demand Metric Research Report
Lifetime Value (LTV)-------------------------Cost of Acquisition
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