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Mike Lieberman, CEO and Chief Revenue ScientistWed, Sep 13, 2017 4 min read

Why Inbound Sales and Marketing Should Be Your Main Focus

{}It’s no secret a new era has dawned in the world of marketing. Customers are changing the way they buy, and so marketers need to adapt alongside them if they want to remain successful.

Traditional outbound marketing campaigns (think newspaper and television advertising, emails, and cold calls) can no longer compete in today’s changing world. To help you get started with an inbound sales and marketing strategy, we’ve put together a list of the main advantages associated with this new marketing methodology.

Inbound Marketing Is More Efficient

Employing inbound marketing techniques in place of traditional outbound methods can prove to be more efficient in terms of both time and effort. Instead of placing hundreds of calls or drafting hundreds of emails, which may or may not result in a sale, inbound marketing techniques can be used to create fewer, more highly targeted campaigns.

Outbound strategies involve pushing your message out to large groups of people, which is quite time-intensive. On the other hand, inbound marketing involves having interested, targeted leads come to you, which is a better use of your time.

Inbound Marketing Is More Effective

The frequency with which consumers these days are exposed to traditional marketing efforts such as advertisements, flyers, and other messaging has contributed to a growing distrust of marketers and their techniques.

This has resulted in two major consequences for outbound marketers. First, traditional outbound marketing efforts are now more likely to simply become lost in the fray and are therefore less effective than they used to be. Much more effort is therefore required in order for outbound marketing campaigns to have a chance of standing out and achieve their desired impact.

Customers today have simply become numb and immune to most marketing messages. Additionally, because consumers are suspicious of marketing efforts, there is a much higher chance leads will lose interest and turn away when they realize they are faced with a sales and marketing campaign.

Luckily, inbound sales and marketing techniques can overcome these problems. Unlike traditional outbound methods, which push your message out to customers, inbound marketing builds trust among consumers and pulls them to you and your brand. This new technique flips the roles so customers are in control. Instead of feeling bombarded by your marketing messages, customers feel they’re making an independent choice to come to you.

If you can successfully create leads through your inbound efforts, there will be a much higher chance they’ll convert into customers.

Inbound Marketing Is Less Expensive

Although there are certainly costs associated with inbound sales and marketing, such as creating content and building and managing your online profile across various digital platforms, these costs tend to be lower than those associated with traditional outbound marketing efforts.

Additionally, if you consider how much more effective inbound marketing campaigns are than ineffective outbound efforts, it becomes clear that employing this new marketing and sales method gets you more bang for your buck.

It’s also worth mentioning that inbound strategies are self-perpetuating. Your customers are likely to share your brand with the people in their networks, providing you with good word-of-mouth marketing and resulting in a growing customer base. This momentum will only grow over time as you continue to produce content and develop brand credibility.

Getting Started

In order to get the most out of this new methodology, make sure to develop a concrete strategy before you get started. Your goals should be to produce informative and entertaining content, develop a clear brand image, and engage customers.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.