When prospective clients enquire about lead generation, we often end up comparing and contrasting inbound methods with an outbound approach, considering specifically how outreach over the phone can add value.

Inbound marketing has largely come to the fore in the past decade, driven by lower costs and demand for a less invasive type of marketing from a more empowered buyer. The shift has been further fuelled by big data, more sophisticated digital tools as well as negative perceptions of outbound caused by poor practice and spamming.

Inbound lead generation may seem appealing to those looking to reduce spend but more ‘expensive’ outbound methods can often deliver higher ROI, faster. Our online library of testimonials includes many examples of how a powerful outbound channel such as telemarketing, targeted strategically, can  deliver strong ROI.

Read more on the strategic value of telemarketing

In truth, however, it isn’t a question of one versus the other. Inbound and outbound marketing are just two different techniques, each with their own strengths and weaknesses, both with the potential to add value or do harm if applied badly. The key is integrating both approaches well so they support your specific objectives and deliver the best return from your marketing investment. Much of our work, for example, is delivering a return on our clients’ investment in digital programmes by providing a timely response to inbound leads and converting them to a consistent flow of well-qualified sales-ready leads for their in-house teams.

For those looking to understand which combination best supports their marketing strategy, our infographic below summarises the key characteristics of inbound and outbound marketing over the phone. We have focused specifically on phone outreach as this is our core area of expertise but other outbound channels have their own unique attributes with a similar range of benefits.

Read more on how to maximise the return from your inbound digital programmes: 

Turn Inbound Leads Into Sales