Inbound & Outbound MarketingActivate A Balanced Approach to Marketing

KEVIN BOBOWSKIChief Marketing Officer

THE NEW BUYER’S JOURNEY

78% of consumers start the buying process with a web search.

50% turn to social media and peer reviews to influence their buying decisions.Source: Demand Gen Report

Even Business Buyers are Digitally Savvy

93% prefer to buy online once they decide what they want

74% of B2B buyers find that buying from a website is more convenient.

53% of buyers prefer gathering information online themselvesSource: "Death of A (B2B) Salesman", Forrester Research, Inc., April 13, 2015

New Challenges for Marketers

50% of leads are qualified, but are not yet ready to buy.

Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost.

Source: Demand Gen Report

Source: Forrester Research

Is Marketing Still Relevant at Your Company?

Becoming Relevant Again

Brand Building and Social Marketing

Getting and Retaining Mindshare

BRAND

Demand Generation & Lead Acquisition

Inbound & Outbound, Working

Together

DEMAND

Customer and Partner Marketing

Generating Advocacy and Reducing Churn

EXPAND

THE CUSTOMER EXPERIENCE

TOP INBOUND MARKETING TACTICS IN USE

• Social media - 82% • SEO (organic) - 82% • Blogging - 60% • PPC - 41% • 3rd Party - 20% • Other tactics - 13%

Source: Demand Metric Research Report

Are leads dead?

B2B companies market to, sell to, and service, accounts – not leads.

[B2B]Putting the “B” back into B2B

Marketing

Go old school with your Go-To-Market Strategy

1. 2. 3. 4.How will you

win?Where is

your target

market?

What’s your ideal

customer profile?

Who is your

buyer? Influencer

?

TOP OUTBOUND MARKETING TACTICS IN USE• Email Marketing - 90% • Tradeshows/Conferences - 62% • Press Releases/Media Relations 61% • Webinars/Virtual Events - 52% • Direct Mail - 33%• Print/Radio/Billboard Ads - 25% • Other Tactics - 14%  

Source: Demand Metric Research Report

What Does the Data Say About Inbound & Outbound Marketing?

Source: Demand Metric Research Report

Most marketers

(84%) say both inbound and

outbound drive the business.

Inbound vs. Outbound –

Percentage of Budget Allocation

The percentage of budget allocated is

slightly more for outbound marketing (48%) over inbound

marketing (44%)Source: Demand Metric Research Report

Inbound and outbound tactics are generating

almost equal amounts of

leads.Source: Demand Metric Research Report

The percentage of total revenue attributed to

inbound (41%) and outbound

(43%) is roughly equal

Inbound vs. Outbound –

Percentage of Revenue Attribution

Source: Demand Metric Research Report

Lifetime Value (LTV)-------------------------Cost of Acquisition