A Scenic Tour of the Online World

Inbound Marketing Improves Lead Generation vs. Outbound Marketing

Tuesday, March 13th, 2012

Not sure if inbound marketing – content marketing, social media, SEO, and blogging – is for you? Would knowing that companies who rely primarily on inbound marketing for lead generation typically have costs 61% lower than firms who rely primarily on outbound marketing?

Content marketing channels across the board manage to generate leads at costs below average at a far greater rate than traditional outbound marketing. (Paid search in the chart below is not classified as either inbound or outbound.)

Hubspot’s 2012 State of Inbound Marketing report outlines the details. Their assertion is that outbound-dominated lead generation costs $346/lead on average vs. $135 per lead for inbound-marketing efforts. That ratio has held roughly steady over the past 3 years.

Still need more convincing? 54% of firms who are increasing their inbound-marketing budgets are doing so because of past success with inbound marketing. So, it’s working for those who are doing it right, particularly those who know which channels work for their audiences and industries.

Also interesting to note that small businesses are leading the charge.

Why fight spam filters, do-not-call lists and other gatekeepers when you can reach your audience in  ways that it is more receptive to?

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