Inbound marketing is being found by your prospective customers when they search for or self-educate on a product, service or supplier. SEO (search engine optimization), SEA (search engine advertising), databases and comparison websites are typical inbound channels. Inbound marketing is driven by your prospective customers. It is critical that they are able to find the information they need on your product and on your company to avoid frustration and going to your competition. Inbound leads are more likely to convert into business opportunities as these prospective customers have an existing project and a strong purchase intent.
On the opposite side, Outbound marketing is all about reaching out to your potential customers. Marketing emails and newsletters are typical outbound campaigns. Outbound marketing is not solicited by your prospective customers. Outbound leads are less likely to convert into business opportunities as they have a lower chance to have a purchase intent or an active project. Suppliers need to nurture these outbound-generated leads until these prospective customers have a project.
