HOW TO PERFECTLY BALANCE YOUR INBOUND AND OUTBOUND MARKETING

Nearly 85% of B2B companies believe that inbound and outbound marketing tactics are critical to doing business. Here are 4 helpful tips for aligning your marketing budget with ROI and revenue.

Effective marketing is like a healthy conversation.

Healthy conversations are not one way. Instead, you first have an idea to solicit an answer. You listen as the other speaks. Once you are sure you are understood, you make a specific statement to clearly communicate your argument.

Similar to conversations, the question behind effective marketing is: how much should you make and how much should you push?

Nearly 85% of B2B companies surveyed agree that inbound and outbound marketing tactics are responsible for doing business. More than 50% of the survey participants plan to step up their entry tactics in the coming year.

Here is a brief reminder of these terms.

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Inbound marketing primarily attracts customers.

Inbound marketing is preferred because it relies on authorizations and generates high quality leads on a large scale. This approach assumes that managers will find you and act at their own pace. 

Since it takes time to capitalize on the marketing funnel, inbound traffic alone can be an inefficient sales pipeline.

Traditional marketing styles are more likely to go out and involve conveying your message to customers.

Outbound marketing is more discontinuous and less accurate, but it can generate results faster. However, an overly aggressive marketing mix will hinder your audience and quickly deplete the marketing budget. A combination of both has the most meaning.

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Balancing your inbound and outbound marketing helps you maintain a profitable and rewarding customer relationship that effectively generates revenue.

Here are 4 tips to balance your marketing budget between incoming and outgoing:

• Evaluate your sales pipeline

• Support outgoing event marketing with incoming tactics

• Invest in complete funnel content

• Balance of paid, earned and owned media

Let's discuss how to optimize your marketing mix for better results and a better return on investment.

1. Evaluate your sales pipeline

To balance your inbound and outbound marketing, you need to determine the status of prospects in your sales pipeline.

• What is the volume and velocity of your sales pipeline?

• What are your revenue goals?

Depending on the sales force sales automation solution, it takes 6 contacts to generate a valid sales advance.

• Evaluate your pipeline and plan the time it takes to close existing leads.

• Acquire and maintain new leads.

• Select initiatives that will help you reach your goal.

• Use lead scoring to gauge the quantity and quality of leads in your pipeline.

• Organize sales and marketing to award points to certain demographic, firmographic, and behavioral markers that suggest buying activity.

• Create a ranking system that correlates with the state of readiness of prospects and their position in the marketing funnel.

This ranking system allows you to evaluate the volume of leads at certain stages of the funnel and prioritize the best prospects for sales targeting.

Examine the scores and lead distribution to clarify where to invest your resources for entry and exit, based on each persona of the buyer and each step of the funnel.

2. Support Outbound Events Marketing with Incoming Tactics

Although outbound marketing can burn a hole in your budget, it is essential for branding and raising awareness for your business.

In-person contact is an extremely effective way to generate leads. It is therefore not surprising that 77% of B2B marketers use events in their outbound marketing strategies.

While inbound marketing is the precious newcomer, if you want qualified leads right now, you have to search for them.

The outgoing benefits of event marketing

Event marketing usually consumes between 20% and 25% of the marketing budget of a B2B organization, and for good reason. Events attract the most promising prospects and allow you to meet qualified marketing and sales managers.

• increased exposure

• Media won

• Industry networking opportunities

• Informed leadership through speaking engagements

For example, implementing a demand-generating messaging campaign will generate immediate results, as well as attending a trade show or organizing an event.

The incoming benefits of event marketing

Although events are traditionally considered outbound marketing, you can generate the best return on events using inbound tactics. More than 50% of marketers promote their events on social media in real time, but you can also increase engagement of events with these incoming tactics:

E-mail increases awareness of your events and informs potential participants of the benefits of participation. Re targeting visitors to the website allows you to stay ahead of interested prospects in boosting event sign-up. Creating blog content around the event helps to increase your visibility and strengthen your position in the market.

For example, you can host a webinar that allows participants to ask live questions to combine the effectiveness of incoming and outgoing communications.

By partnering with an industry leader who has a complementary audience, you'll expand your reach with qualified prospects mid-way through.

3. Invest in Complete Funnel Content

The most effective digital marketing strategies promote the best inbound content through outbound techniques. For example, you can advertise your content to attract prospects and maintain leads throughout the funnel.

Aims to develop content for each of your buyer characters, ensuring that it covers the entire journey of the customer, without interruption of coverage. Since this content is used from prospect capture to sales activation, it is called full-channel content.

A full asset library allows you to run ads or run campaigns without the risk of losing a funnel. According to Forrester Research, companies that excel at finding leads will generate 50% more leads ready for sale at a cost of 33% less.

Although your marketing mix uses a variety of content, investing in evergreen content will give the best return on your inbound and outbound efforts. Because Evergreen content is created to stay relevant, it retains its value and is an investment in your brand.

After all, your brand is an investment and your content is an ubiquitous representation of your brand. Considering quality content as a long-term investment allows you to evaluate it properly by balancing your budget.

4. Balance of Paid, Owned and Acquired Media

Well-balanced content will increase the impact and reduce the cost of your marketing. If the customer experience is transparent, marketing initiatives will generate maximum reach and impact.

Keeping your media owners (website, social media, blog) current and valuable will guarantee visitors to want to return to your website. According to the content delivery network, nearly 80% of shoppers whose visit is unsatisfactory will be less likely to buy on this site.

The more rewarding your media experience is, the more engagement you will get and the higher your conversion rates will be.

For example, the regular publication of detailed blogs will facilitate exchanges and create a conversation on social networks. Or, you can elicit positive feelings by soliciting feedback with customer surveys via email.

These genuine commitments are essential to convince potential new customers to trust you and become customers. If your earned and owned media encourages traffic, paid media (ads, influences promotions) will benefit from larger conversions.

The synergy between your media ensures that incoming campaigns remain the most visible, while outbound campaigns gain greater influence.

Balancing the Budget to Generate Results

To better engage with future customers, you need to attract inbound marketing and stimulate action with outbound marketing. Whenever possible, focus on your push campaigns to increase their impact and improve the performance of expensive outbound initiatives.

Aligning marketing tactics will optimize your marketing budget and help you generate the best return on investment with Digital marketing AgencyDubai UAE