Don’t Settle For Inbound Marketing

4 Outbound tactics that bring 400x more ROI than any inbound marketing when it comes to growing our B2B sales

If you haven’t ever heard the term “inbound marketing”, you should stop reading this and go do something more interesting. But if you have, you’ll know “inbound marketing” is extremely hot at the moment. No matter whether you work in a startup or for a large corporation, these days everybody working in marketing seems to be sold to the promise of making a huge sales leap by solely relying on a content strategy and inbound tools. However, my experience tells me that “inbound marketing” is a broken promise, especially when it comes to B2B marketing.

Marketing touchpoints — ROI quadrant

#1 — Trade Shows

  1. Sending people to a trade show gives the global message to the industry that your company is on the market and has an offering. So make sure you have a strong communications plan alongside each event you attend.

#2 — Thought Leadership

  • Appearance in a global report for car manufacturers
  • A line of 20+ people from different companies waiting for me to ask more about our company and our products
  • A total of 12 highly relevant leads, out of which 5 are already evaluating the purchase of our products

#3 — Customer Meetups

#4 — Road Trips

Summary

  • Inbound is still great for B2B, but ROI justification is simply not there, specially if you focus on OEMs and operators
  • Inbound cannot do many things outbound can, like build a much stronger relationship with customers and create feedback loops for your current products and future innovations
  • In B2B industries, outbound targeting is just much better than inbound’s, specially in terms of how fast you can find the decision maker (which is the main thing in B2B)
  • Outbound can do stuff that web forms simply can’t → build feedback loops from customers. My claim is: 1 day spent with the customer can equal 2 years of actual development and market research
  • Trade shows and outbound tactics feel very expensive upfront, but social media and inbound paid campaigns are in fact more expensive in the long term, it’s just that their payment methods make you feel you are spending less

Chief Growth Officer @ Fidelix 🚀 Executive Board Advisor | Leadership | Strategic Marketing Management | Digital Transformation ➡️ www.claudiocamacho.com

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