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Inbound Marketing Effectiveness Report

Are inbound marketing tactics alone adequate to grow a business? This study’s goal was to find out. There is no shortage of research and opinion about the efficacy of inbound marketing. Inbound marketing activities are designed to attract a prospect to your destination, offer or experience whereas outbound activities rely on the company reaching into the market to engage with prospects who may not know about the company yet. Over the last decade, marketers have enthusiastically embraced the term “inbound,” and have reaped its benefits. The popularity of inbound marketing may lead some to conclude that outbound marketing is not as effective. Marketers, whose resources are often challenged by where to best invest their budgets: in inbound marketing, a strategy whose fortunes continue to rise, or in outbound, the more traditional strategy that holds it weight in performance. This study provides insights into what marketers say they’re doing and where they’re investing. To get these insights, Demand Metric and Act-On Software partnered to field this study’s survey. The approach to this research was not to take a view that inbound and outbound strategies and tactics were on opposite sides of a political divide, or that one was right and the other wrong. The research did not attempt to ascribe qualities or benefits to either approach, but simply measure them. The goal was to inventory the tactics in use, the proclivity to use one, the other or both, and to understand the investment and performance of each. This report presents the findings of this research, providing all marketers with a useful set of benchmarks to compare their use of these approaches.

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Vortex Content Marketing

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whitePaper | December 21, 2022

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whitePaper | September 20, 2022

As technology markets have become increasingly competitive over the last several years, companies have had to increase their prospecting capabilities to deliver new growth. Marketing-led demand generation has not done nearly enough to provide necessary pipeline coverage. New technology has massively increased the outreach capabilities of sales development teams and along with it, increased pressure from investors has been exerted on these teams to make up the difference with ever-increasing activity levels.

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whitePaper | March 14, 2023

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whitePaper | May 5, 2023

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whitePaper | December 14, 2019

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Inbound Marketing Effectiveness Report