Inbound marketing is the new kid in town. Outbound marketing is as old as cold calling itself. Think “Danielson” and Mr. Miyagi. Can the two get it together and defeat Cobra Kai?

As exciting as the ROI can be on a good inbound campaign, it doesn’t work in every situation. On the other hand, outbound is more of a roll-up-your-sleeves and work it strategy, which also does not work in many applications. Ask me about that one and I will explain.

Inbound campaigns are best on long, complicated sales cycles, where thought leadership and credibility slowly generate leads; also in B to C applications where consumers shop online before they buy.

Outbound campaigns are best in B to B environments where people have a culture of answering the phone, look at emails and are at a desk most of the time.

Now imagine the two working simultaneously and actually in concert. The result is not just more work getting done at the same time, but an actual third factor comes into play, the factor of synergistic efforts. This factor accounts for a 40 – 60% increase in lead production, even in a 12 month timeline.

I want to expound these concepts out and maybe get some new thoughts flowing out there around this idea.

Reason #1. Speed up that inbound launch.

Slow inbound startup, meet fast outbound launch!  While inbound tools are just being built an implemented, and search results slowly start to churn, the outbound campaign is in full swing and producing solid results. Let’s take those activities that the outbound campaign is doing and help the inbound side of things in 2 basic ways:

  1. Feed the inbound machine with contacts names and email opt ins that come from all those phone calls and emails.
  2. Drive activity to landing pages and e books with voice and email activity.

Reason #2 Out bound leads get stronger and stronger.

An outbound lead by itself is many times obtained by just catching someone on the phone and talking to them one time. It just happened to be the good timing and a meeting is arranged. However this person has no previous knowledge of the organization they were contacted by. So the meeting is lucky but sometimes not sticky. When outbound and inbound marketing work together, leads have been nurtured with marketing automation; and those seasoned leads are now dumped into the outbound bucket. That appointment or demo that was set now isn’t just someone that received a timely phone call; this is someone that has experienced brand awareness and targeted content for months or even years. The sales team has a lot less credibility hurdles to jump through.

Reason #3 It takes Different Strokes.

Some people respond to email, some people search for info online for pricing and credibility. Some people verbally talk problems out. You can miss “email only” guy if you are pushing for a demo. You can miss people that ignore emails if you’re just running an email campaign. But certain people would respond to a combination of the 2 or 3 touches, some from an inbound campaign and some from outbound. This third group of people is unreachable by the 2 campaigns on their own.

Reason #4 Lead qualification on steroids.

When a sales team gets a bucket of inbound leads dumped on them to “follow up on” or “nurture,” the leads don’t get the right treatment and the sales team leaves frustrated. The marketing team is accused of pushing thin leads. What just happened? It takes a certain approach that the sales team simply put doesn’t have the time to execute on. They have real deadlines and relationships to foster, and typically can’t spend time in activities so vague. A qualified lead that is in a marketing automation system has context, history and packs a punch. In addition a good outbound team can pick up the ball and take the time necessary to water that plant, watch it grow, then when it’s ready pluck the plant.

Reason # 5 Live Forever!

When the efforts of an outbound campaign feed into the growth an inbound campaign, those efforts compound and live on for years to come in the form of a strong online presence. A strong online presence is a treasured asset to those who have worked hard to attain it. This asset continues over holiday break when no one is answering the phone. This asset continues to give even after marketing plans change and companies launch new initiatives. Companies are bought and sold on this factor every day.