I see a lot’s confusion and difference of thought on the type of marketing. Few are in favour of inbound sales, some are an advocate of outbound sales, and other few are happy with ABM. In this article you will learn Inbound Sales Vs Outbound Sales Vs ABM
Lately, digital marketing has become a buzzword, and people think of this as a magic pill (more on this later )
Now all these are variants of marketing. Then why there is so much fuss around?
Different SMEs try to prove their practice best and thus demoralize the other methods.
Think about the human body. Do you find vitamin A is more important than Vitamin B or C?
In a healthy body, you need each in the correct quantity. Depending on body type, eating habits & environment, you might require a supplement of any particular vitamin/s
The same is true for marketing in any healthy organization. It requires all in the right proportionate.
Marketing variants should be adjusted for optimum results depending on the business, product, budget, and market need.
You must not remove or replace one form of marketing for another form but use them in tandem to get the best results.
Generating leads is always one of the pain points of companies, and thus they continue to look forward to new or effective ways of lead generation.
There are mainly three and four significant ways to generate leads
so which one do you need?
Well, you need all.
It is now a must for every company to incorporate digital marketing. Otherwise, be ready to be left behind in the digital tsunami, but this does not mean that you give up all other marketing efforts.
You need to build your digital marketing muscle strong enough to remain in the market when gradually all companies start using it for their benefit.
A common objection is that companies label them as manufacturing companies or trading or service or tech or NGOs.
Most of these businesses think they need digital marketing because they believe they are non-tech companies.
It is immaterial what labels you stick on yourself; there is no escape from Digital.
As long as you have lived in the woods for the last ten years, the world has changed ( for good or bad), but these shifts are permanent.
If your target customer has a smartphone and uses the internet in any way. You, my friend, need digital marketing.
A few days ago, I met a gentleman from manufacturing business, and he declared
Harish, digital is not for us.. our clients, they don’t even open emails, forget about websites, blogs or case studies.
Do they use what’s app?
Well, yes, everyone uses whats app.
Then you see, your customers have even grown beyond the era of the email: )
So the question is not if you need digital or not but how late you are for this change.
The main difference between outbound and inbound sales lies in who starts the sale.
While in inbound, prospect starts the sales process; in outbound sales, it is the company salesman who reaches to prospect first
In a typical inbound scenario, the prospect starts with a search online like on google or through ads etc
And then reads blogs emailers and go through other marketing material
And end up starting the contracting for sale.
But in Outbound, the process starts from the company side to reach the ideal Target audience through various means like
Inbound sales are attracting and engaging buyers through content that educates and helps them along their purchasing journey.
Inbound sales rely heavily on content marketing. You should be building a library of educational, helpful content that your ideal buyer persona would find beneficial.
This could include blog posts, ebooks, case studies videos, webinars, etc.
In inbound sales, the prospect is more engaged & educated as he does all learning himself; Outbound lacks the same as the same ‘engagement & education’ now needs to be done by sales rep.
Inbound sales involve your website, SEO, SEM, social media, content marketing, etc. This is the most cost-effective way of generating leads as it involves no direct salesperson and can be done online.
Various online activities can bring potential customers directly to your website, where they can
Our internal stats show that a query from the website converts 35%, which is the highest among other conversations.
The only downside is that this takes time and effort, so you need to have a long-term view. If you plan for inbound marketing, you need at least six months of sustained effort before seeing results.
But once your digital marketing strategy has worked, there is no stopping you from generating leads and converting them into sales.
Paid search ads
Social media marketing
Content creation takes time, so while you’re building your resources, it may make sense to supplement with other lead generation strategies like paid traffic or outbound sales efforts.
When people download your content, it’s a good sign they will be interested in hearing from you. At this point, you can start nurturing them with email marketing as they move further down the sales funnel.
If you look broadly, it will appear that inbound is more valuable than outbound, but their contribution in sales is the main decider which one is more effective for the company.
At the end of the day, sales figures & cash in the bank account matter.
Outbound Sales is a sales process that starts with identifying the target companies and then contacting the decision-makers within that company for your product or service.
As per CSO Insight Study
Sales reps spend 20% of their time…
Trying to find leads,
And verifying data
Before you start outbound sales, you need to know about your prospects.
It’s a proactive way of selling, and you don’t wait for a lead to come to you; instead, you use your resources and workforce to find leads that are most likely to be interested in your product or service.
Outbound sales is a vital part of any business. But cold calling and emailing can be time-consuming, costly, and ineffective.
Using a mix of automated tools and human intelligence can help. Outbound sales solution enables you to find your target prospects, engage them with personalized content, and turn them into customers.
But how does it work?
Find your target prospects
Start with advanced search engine technology and human intelligence to find the best prospects for your products or services.
Engage with personalized content
Great outbound sales campaigns are all about personalization. Design an efficient outreach process that gives you maximum impact for minimum cost by tailoring every interaction to each prospect’s unique needs.
Turn prospects into customers
It is good to automate as much of the outbound sales process as possible. This frees up more time to focus on closing deals and nurturing relationships.
Account-Based Marketing (ABM) is a highly effective approach that focuses marketing and sales efforts on a highly targeted set of accounts.
Because ABM is so much more targeted than traditional marketing, it can be as much as 15 times more effective than conventional marketing.
But building and maintaining an effective ABM program can be very time-consuming.
ABM is a strategic approach to business marketing in which an organization considers and communicates with individual prospects or customer accounts as markets of one.
This is accomplished by using targeted content along with the buyer’s journey and meeting buyers’ needs with the right message at the right time.
Account-Based Marketing is a strategic approach that aligns marketing and sales teams towards a common goal of winning and retaining high-value customers.
ABM identifies and targets vital accounts and then communicates with them coordinated using personalized content.
What are the steps in AMB?
To start with ABM,
Step 1: You have first to identify your high-value clients.
You can either go by the total volume of transactions or average sale value and select the most important ones for your business.
The next step is to understand what’s their
After understanding, you can then start working on content built around their pattern.
Sending the right message at the right time is the key to any successful ABM
AMB also gives you the perfect opportunity to upsell & parallel sell them, thus getting maximum business without customer acquisition cost.
Imagine your Inbound efforts brings 40% revenue and outbound brings 60%. Would you consider choosing one by sacrificing the other?
Of course not; rather you will try to increase the effectiveness of both.
So there is no question if inbound sales are better or outbound sales but how both can be improved together to take maximum benefits:
Following are industry stats:
of companies adopted a hybrid approach,
are purely outbound-driven, and
are strictly inbound-driven.
More and more companies are moving towards a hybrid approach.
Although both are required, there are a few things that may come first than others.
Like start-ups & young companies, you may like to work on outbound sales first because you need revenue fast.
Inbound sales setup usually requires some time to build and grow. Waiting that long and making practical inbound sales tools & tactics usually requires a good amount of money, effort and time.
One of the great things about outbound sales is that it’s the fastest path to learning.
The market will correct you quickly, and if you are right & you get to build your foundation of inbound sales on suitable ground else, you have time to change product or strategy.
So in the nutshell there, you need to compare Inbound Sales Vs Outbound Sales Vs ABM but use all of them as a marketing mix
Author : Harish K. Saini
Publishing Date : 28 March 2022